THE APPLICATION OF CELEBRITY ENDORSEMENT AS A PROMOTIONAL STRATEGY IN HOSPITALITY OPERATION IN UMUAHIA, ABIA STATE.

Abstract

The study examines the application of celebrity endorsement as a promotional strategy in Hospitality operation. The main objective of this work is to determine the influence of celebrity endorsement as a marketing strategy in Hospitality organization in Umuahia, Abia State. A survey method which involved the use of questionnaire to gather relevant data was used. The data was analyzed using simple percentage method. The finding of the study revealed among others as a promotional strategy in Hospitality operation. In view of the findings, recommendations were made.

TABLE OF CONTENTS

Title page ………………………………………………………………………... i

Declaration ……………………………………………………………………..... ii

Certification ………………………………………………………………….….. iii

Approval page ……………………………………………………………….…... iv

Dedication ……………………………………………………………………….. v

Acknowledgement ………………………………………………………………. vi

Table of Contents ………………………………………………………………… vii

List of Tables ……………………………………………………………………... x

Abstract …………………………………………………………………………… xi

CHAPTER ONE

INTRODUCTION ………………………………………………………………… 1

1.1 ﾿ Background of the Study …………………………………………………… 1

1.2 ﾿ Statement of Problem ………………………………………………………. 3

1.3 ﾿ Objective of the Study ……………………………………………………… 4

1.4 ﾿ Research Questions ………………………………………………………… 5

1.5 ﾿ Significance of Study ………………………………………………………. 5

1.6 ﾿ Scope of Study ……………………………………………………………… 5

CHAPTER TWO

2.0 ﾿ LITERATURE REVIEW …………………………………………………… 7

2.1 ﾿ Conceptual Framework ……………………………………………………… 7

2.1.1 ﾿ Celebrity Trustworthiness …………………………………………………… 9

2.1.2 ﾿ Celebrity Endorser …………………………………………………………… 9

2.1.3 ﾿ Celebrity Endorsements …………………………………………………….. 11

2.1.4 ﾿ Elaboration of Likelihood Model …………………………………………… 15

2.1.5 ﾿ Familiarity with the Celebrity ………………………………………………. 17

2.2 ﾿ Theoretical Framework 

2.2.1 ﾿ Credibility ﾿ 21

2.2.2  Attractiveness ﾿ 23

2.3    Empirical Framework ﾿ 25

CHAPTER THREE

MATERIAL AND METHODS ﾿ 32

3.1 The Research Design ﾿ 32

3.2  Area of the Study ﾿ 32

3.3  Population for the Study ﾿ 32

3.4  Sample and Sample Techniques ﾿ 33

3.5  Instrument for Data Collection ﾿ 33

3.6  Validation of the Instrument ﾿ 34

3.7  Reliability of the Instrument ﾿ 34

3.8  Data Collection Techniques ﾿ 34

3.9  Method of Data Analysis ﾿ 34

CHAPTER FOUR

DATA PRESENTATION AND ANALYSIS ﾿ 35

4.1 Data Presentation ﾿ 35

4.2 Data Analysis ﾿ 35

CHAPTER FIVE

SUMMARY, CONCLUSION AND RECOMMENDATION

5.1 Summary of Findings ﾿ 43

5.2 Conclusion ﾿ 44

5.3 Recommendation ﾿ 44

Appendix ﾿ 51

LIST OF TABLES

Table 4.1: Sex Distribution ﾿ 36

Table 4.2: Age Distribution ﾿ 36

Table 4.3: Distribution of Respondents according to Educational Qualification ﾿ 37

Table 4.4: Distribution of Respondents according to Marital Status ﾿ 38

Table 4.5: What is the present level of awareness of hospitality operation on the application of celebrity endorsement? ﾿ 38

Table 4.6: What are the likely challenges that influence the use of celebrity endorsement in hospitality operation ﾿ 39

Table 4.7: What are the likely techniques in choosing celebrities ﾿ 40

Table 4.8A: Celebrity endorsement in hospitality promotion increases total revenue of the hospitality industries ﾿ 41

Table 4.8B: People are motivated by celebrity endorsement in promoting hospitality products ﾿ 4.2