Effect Of Celebrity Endorsement On Brand Image Among Gsm Users In Umuahia Urban, Abia State

ABSTRACT

This study focuses on the influence of celebrity endorsement on brand image among GSM users in Umuahia Urban. A strong brand image is an essential business asset in the modern day business environment. This is because a strong brand image provides an effective way to get the brand noticed amidst the rush and clutter in the daily media. The problem that led to this study is the paucity of literature on the effect of celebrity endorsement on brand image among GSM users. The main objective of the study was to examine the influence of celebrity endorsement on brand image among GSM users in Umuahia Urban. In other to achieve the objective of this study, two research hypotheses were formulated and tested using the Spearman’s Rank Order Correlation (rho), relying on the Statistical Package for Social Sciences (SPSS). Data for the study was collected through questionnaire, and data collected from 200 respondents which constituted the sample size. The study found a positive and significant association between celebrity endorsement and all the metrics of brand image considered in the study. Importantly, the study discovered a strong and positive correlation between celebrity endorsement and brand awareness, while the relationship between celebrity attractiveness and brand personality is found to be moderate. The paper therefore concluded that celebrity endorsement is a needful communication strategy for building a strong brand image, and recommends that marketers must be careful enough to ensure a good endorser-brand fit so as to raise the unique selling proposition of the firm to new heights. Limitation/suggestions for further studies were given.

TABLLE OF CONTENTS

Title ﾿ i

Declaration ﾿ ii

Certification ﾿ iii

Dedication ﾿ iv

Acknowledgements ﾿ v

Table of contents ﾿ vi

List of tables ﾿ viii

Abstract ﾿ ix

CHAPTER 1

INTRODUCTION ﾿ 1 ﾿

1.1 ﾿ Background to the Study ﾿ 1

1.2 ﾿ Statement of Research Problem ﾿ 2

1.3 ﾿ Objectives of the Study ﾿ 3

1.4 ﾿ Research Questions ﾿ 4

1.5 ﾿ Research Hypotheses ﾿ 4

1.6 ﾿ Significance of the Study ﾿ 4

1.7 ﾿ Scope of the Study ﾿ 5

1.8 ﾿ Definition of Terms ﾿ 6

CHAPTER 2

REVIEW OF RELATED LITERATURE ﾿ 8

2.1 Celebrity ﾿ 8

2.1.2 ﾿ Understanding the Concept of Celebrity Endorsement ﾿ 8

2.1.1 Celebrity and Non-Celebrity Endorsers ﾿ 11

2.1.2 Two ends of Celebrity endorsement strategy ﾿ 13

2.1.3 Celebrity Trustworthiness ﾿ 14

2.1.4 Celebrity credibility ﾿ 15

2.1.5 Celebrity Attractiveness ﾿ 16

2.2 Brand Image ﾿ 17

2.2.1 Brand Identity ﾿ 18

2.2.3 Brand Personality ﾿ 19

2.2.4 Brand Awareness ﾿ 20

2.2.5 Measurement of behavioral purchase intention ﾿ 20

2.3 THEORETICAL REVIEW ﾿ 21

2.3.1  The Source Attractiveness Theory Propounded by McGuire (1985) ﾿ 21

2.3.2 The Source Credibility Theory Propounded by Hovland, Janis 

& Kelly (1953). ﾿ 22

2.3.3 Social Learning Theory by Albert Bandura (1977) ﾿ 23

2.4 EMPIRICAL REVIEW ﾿ 25

2.5  SUMMARY OF LITERATURE ﾿ 27 ﾿

CHAPTER 3

RESEARCH METHODOLOGY ﾿ 29

3.1 Research Design ﾿ 29

3.2 Area of Study ﾿ 29

3.3 Population of the Study ﾿ 30

3.4.1 Sampling Technique ﾿ 30

3.4.2 Sample Size Determination ﾿ 30

3.5 Validity of Instrument ﾿ 30

3.5.1 Reliability of the Instrument ﾿ 31

3.6 Sources of Data Collection ﾿ 31

3.6 Method of Data Analysis ﾿ 31

3.6.1 Regression Model ﾿ 32

3.6.2 Decision Rule ﾿ 32

CHAPTER 4

DATA PRESENTATION AND DISCUSSION OF FINDINGS ﾿ 33

4.1 Data Collection and collection ﾿ 33

RESULTS AND DISSCUSSIONS ﾿ 33

4.2 Reliability Analysis ﾿ 33

4.3 TEST OF HYPOTHESES ﾿ 34

CHAPTER 5

SUMMARY, CONCLUSION AND RECOMMENDATION ﾿ 40

5.1 Summary of Findings ﾿ 40

5.2 Conclusion ﾿ 41

5.3 Recommendation ﾿ 42

5.4 Limitation/Suggestions for Further Studies ﾿ 43

REFERENCES

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