Celebrity Endorsement and Consumer Purchase Intentions of Selected Telecommunications companies in Lagos state, Nigeria
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Celebrities are individuals who are popular in the public space because of their physical attractiveness, expertise, trustworthiness and congruence. To take advantage of these components, Marketers use celebrities for product promotion to create awareness and enhance the credibility of their advertisement.However, the use of celebrities to endorse consumer products in many cases has not yet yielded its desired goal within the Nigerian context. This has stiffen competition within the telecommunications industry in Nigeria, and in order to mitigate this challenge, and engage the market strategic...
Celebrities are individuals who are popular in the public space because of their physical attractiveness, expertise, trustworthiness and congruence. To take advantage of these components, Marketers use celebrities for product promotion to create awareness and enhance the credibility of their advertisement.However, the use of celebrities to endorse consumer products in many cases has not yet yielded its desired goal within the Nigerian context. This has stiffen competition within the telecommunications industry in Nigeria, and in order to mitigate this challenge, and engage the market strategically motivated this study. The study examined the relationship between celebrity endorsement and consumer purchase intentions of selected telecommunications companies in Lagos State, Nigeria.Survey design was employed. Target population of 519 students was used in the study. The random sampling technique was adopted to select the sample size. A well-structured questionnaire was adopted for the study. The Cronbach's Alpha coefficients for the constructs ranged between 0.71 and 0.85. Data was analyzed using descriptive and inferential statistics.
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