PhD, Department of Business Administration, Faculty of Management Sciences, Al-Hikmah University, Ilorin, Nigeria
PhD, Department of Management and Accounting, College of Management and Social Sciences, Summit University, Offa, Nigeria
Department of Marketing, Institute of Financial and Management Studies, Kwara State Polytechnic, Ilorin, Nigeria
Department of Business Administration, Faculty of Management Sciences, Al-Hikmah University, Ilorin, Nigeria
The ultimate goal of any business organization is to be prosperous in today’s increasingly competitive and dynamic markets where the cost of acquiring new customers has been found to be exponentially greater than that of maintaining existing ones, firms must continually explore ways of achieving higher customer retention rates. The building of a reputable brand image in the mind of the consumers is especially enhanced through the use of endorsers or spokespersons in the firm’s marketing communications; and celebrities are among the persons commonly used as endorsers or spokespersons in this regard. The main objective of this study was to examine the impact of celebrity endorsement on consumer purchase intention of consumer goods. Primary data through a structured questionnaire was used to elicit information from University undergraduate students. Hypothesis were tested using Pearson Product Moment Correlation Co-efficient (PPMCC) and Multiple Regression Analysis. Based on the findings of the study, it can be concluded that there are factors that significantly influences consumer purchase intention of celebrity endorsed products. Also, there is significant relationship between celebrity endorsement and consumer purchase intention. Similarly, celebrity endorsements significantly impact consumer purchase intention. It was therefore recommended that the strategy and creative execution of all celebrity endorsement deals should be one that will reinforce strongly and consistently the celebrity brand association to ensure that celebrities do not only evoke positive retains, but helps focus attention on the brand in the advertising.
Keywords: celebrity endorsement, strategy, brand equity, consumer goods, purchase intention.
JEL Classification: D10, M31, M37.
Cite as: Brimah, B. A., Olanipekun, W. D., Olorunlambe, G. A., Salawu, S. (2020). The Rhetoric Of Celebrity Endorsement Strategy And Consumer Purchase Intention On Fast Moving Consumer Goods Among Al-Hikmah University Undergraduate Students. SocioEconomic Challenges, 4(3), 104-112. https://doi.org/10.21272/sec.4(3).104-112.2020
This work is licensed under a Creative Commons Attribution 4.0 International License
- Aaker, D. (1991). Managing Brand Equity: Capitalizing on the Value of a Brand Name. Free Press, New York, NY. Available at: https://ideas.repec.org/a/eee/jbrese/v29y1994i3p247-248.html
- Aaker, D. A. & McLoughlin, D. (2010). Strategic Market Management: Global Perspectives. John Wiley and Sons, Barcelona, Spain. Available at: https://www.wiley.com/en-am/Strategic+Market+Management%3A+Global+Perspectives-p-9780470689752
- Aaker, D.A. (2004). Brand Portfolio Strategy; Creating Relevance, Differentiate Energy. Leverage and Clarity, Free press N.Y. Available at: https://www.worldcat.org/title/brand-portfolio-strategy-creating-relevance-differentiation-energy-leverage-and-clarity/oclc/893130500
- Alba, J. W. & Hutchinson, J. W. (1987). Dimension of Consumer Expertise. Journal of Consumer Research, 2(1), 411-454. Available at: https://doi.org/10.1086/209080
- Amos, C., Holmes, G. and Strutton, D. (2008). Exploring the relationship between celebrity endorser effects and advertising effectiveness. International Journal of Advertising, 27(2), 209-234. Available at: https://doi.org/10.1080/02650487.2008.11073052
- Esangbedo, R. (2011). The impact of celebrity endorsements on the buying behavior of Rowan University students age 18-24. Unpublished Thesis, Romanian University. Available at: https://rdw.rowan.edu/etd/88/
- Erdogan, B. (1992). Selecting Celebrity Endorsers: The Practitioner’s Perspective. Journal of Consumer Research, 41, 39-48. DOI: 10.2501/JAR-41-3-39-48
- Friedman H.H. and Friedman Linda (1979). Endorser Effectiveness by Product Type. Journal of Advertising Research, 19 (5), 63-71. Available at: https://www.researchgate.net/publication/317231512_EFFECTIVENESS_OF_CELEBRITY_ENDORSEMENT_IN_BRAND_RECALL_AND_BRAND_RECOGNITION
- Friedman, H., Termini, S. & Washington, R. (1997). The Effectiveness of Advertisements Utilizing Four Types of Endorses. Journal of Advertising, 3(2), 24-29. Available at: https://doi.org/10.1080/00913367.1976.10672647
- Jobber (2002). Foundations of Marketing. US: McGraw-Hill Inc. Available at: https://www.amazon.com/Foundations-Marketing-David-Jobber/dp/0077098668
- Guilford and Flusher (1973). Fundamental statistics in psychology education. McGrawill New York. Pp. 100-105. Available at: https://doi.org/10.1002/sce.3730410357
- Kotler, P. & G. Armstrong (2010). Principles of marketing (Thirteenth Edition).Upper Saddle River, New Jersey: Prentice-Hall. Available at: https://www.pearson.com/us/higher-education/product/Kotler-Principles-of-Marketing-13th-Edition/9780136079415.html
- Kotler, P. (2006). Marketing Management; Prentic-Hall of India/Pearson Education, New Delhi. Available at: https://www.pearson.com/us/higher-education/product/Armstrong-Marketing-Management-13th-Edition/9780136009986.html
- Martin, R. (2006). Asian Brand Strategy: How Asia bilds strong brands. New York, N.Y., Palgrave Macmillian. Available at: https://www.palgrave.com/gp/book/9781403992796
- McCracken, Grant. (1989). Who Is the Celebrity Endorser? Cultural Foundations of the Endorsement Process. Journal of Consumer Research, 16 (3), 310-321. Available at: https://www.jstor.org/stable/2489512
- Morden A.R. (1993). Elements of Marketing. London: D.P. Publication Ltd. Available at: https://www.worldcat.org/title/elements-of-marketing/oclc/24749404/editions?referer=di&editionsView=true
- Ogunsiji, A. (2012). The Impact of Celebrity Endorsement on Strategic Brand Management. International Journal of Business and Social Science, 3(6), 141-144. Available at: chrome-extension://ohfgljdgelakfkefopgklcohadegdpjf/http://ijbssnet.com/journals/Vol_3_No_6_Special_Issue_March_2012/18.pdf
- Ohanian, R. (1990). Construction and validation of a scale to measure celebrity endorsers’ perceived expertise, trustworthiness, and attractiveness. Journal of Advertising, 19(3), 39-52. DOI: https://doi.org/10.1080/00913367.1990.10673191
- Ohanian, R. (1991). The impact of celebrity spokespersons’ perceived image on consumers’ intention to purchase. Journal of Advertising Research, 31(1), 46-54. Available at: https://scinapse.io/papers/109192947
- Pringle, H. (2004). Celebrity sells. John Wiley & Sons, Wiltshire: UK. Available at: https://www.worldcat.org/title/celebrity-sells/oclc/55143504.
- Roozen, I. (2008). The Relative Effectiveness of Celebrity Endorsement for Beauty, High and Low Involvement Product Print Advertisements. HUB-Hogeschool Universiteit Brussel. Available at: https://www.academia.edu/660439/The_Relative_Effectiveness_of_Celebrity_Endorsement_for_Print_Advertisement
- Schlecht, C. (2003). Celebrities impact on branding. Center on Global Brand Leadership, Columbia: Columbia Business School. Available at: https://www.academia.edu/5812347/Celebrities_Impact_on_Branding_Center_on_Global_Brand_Leadership_Table_of_Contents
- Silvera, D. H., & Austad, B. (2004). Factors predicting the effectiveness of celebrity endorsement advertisements. European Journal of Marketing, 38(11/12), 1509-1526. DOI: 10.1108/03090560410560218