Influence Of Celebrity Endorsement On The Patronage Of Selected Mobile Service Providers In Abia State
ABSTRACT
The practice of celebrity endorsement. has proliferated
overtime. Nowadays it has become a multi-million industry. Marketers use
celebrity endorsers to influence the purchase decision of consumers in order to
increase their sale and extend their market shares. The object of . this paper
therefore is to explore. the impact of celebrity endorsement on the patronage
of mobile service providers in Abia State. The paper begins with a review of
existing literature on celebrity endorsements, which provide in-depth insight
into the. subject. A qualitative enquiry approach was adopted to investigate
the perceptions of the consumer, attributes and its subsequent impact on
purchase intentions. Data was collected with a structured questionnaire and
analyzed using the data analysis. It was proven that consumers find celebrity
endorsement more attractive and influential as endorsement positively impact
the purchase intentions of mobile service providers.
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AMAECHI, H (2021). Influence Of Celebrity Endorsement On The Patronage Of Selected Mobile Service Providers In Abia State. Repository.mouau.edu.ng: Retrieved Dec 23, 2024, from https://repository.mouau.edu.ng/work/view/influence-of-celebrity-endorsement-on-the-patronage-of-selected-mobile-service-providers-in-abia-state-7-2
HELEN, AMAECHI. "Influence Of Celebrity Endorsement On The Patronage Of Selected Mobile Service Providers In Abia State" Repository.mouau.edu.ng. Repository.mouau.edu.ng, 18 Nov. 2021, https://repository.mouau.edu.ng/work/view/influence-of-celebrity-endorsement-on-the-patronage-of-selected-mobile-service-providers-in-abia-state-7-2. Accessed 23 Dec. 2024.
HELEN, AMAECHI. "Influence Of Celebrity Endorsement On The Patronage Of Selected Mobile Service Providers In Abia State". Repository.mouau.edu.ng, Repository.mouau.edu.ng, 18 Nov. 2021. Web. 23 Dec. 2024. < https://repository.mouau.edu.ng/work/view/influence-of-celebrity-endorsement-on-the-patronage-of-selected-mobile-service-providers-in-abia-state-7-2 >.
HELEN, AMAECHI. "Influence Of Celebrity Endorsement On The Patronage Of Selected Mobile Service Providers In Abia State" Repository.mouau.edu.ng (2021). Accessed 23 Dec. 2024. https://repository.mouau.edu.ng/work/view/influence-of-celebrity-endorsement-on-the-patronage-of-selected-mobile-service-providers-in-abia-state-7-2