Celebrity-Brand Endorsement: A Study on its Impacts on
Generation Y-ers in Nigeria

Abdurrahaman, Daha Tijjani; Owusu, Acheampong; Soladoye, Bakare Akeem; Kalimuthu, K. Ramanathan

doi:10.3923/ajsr.2018.415.427

Cited by 12 publications

(13 citation statements)

References 45 publications

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“…However, consumers' trust in brands and certification agencies varies between countries. In addition, consumer intention to purchase a product is affected by the attractiveness of a celebrity who endorses it [53].…”

Section: Effect Of Marketing MIX On Purchase Intention and Wtpmentioning

confidence: 99%

Impact of Purchase Preference, Perceived Value, and Marketing Mix on Purchase Intention and Willingness to Pay for Pork

Kung

Wang

Liang

2021

Foods

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This study explored the effects of purchase preference, perceived value, and marketing mix on consumers’ purchase intention and willingness to pay for pork in Taiwan. A questionnaire was distributed to pork consumers in an online platform, and a total of 1042 valid samples were collected. An analysis of the questionnaire responses revealed three purchase preference factors, namely flavour, certification marks, and added features; four perceived value factors, namely functional, social, conditional, and emotional value; and four marketing mix factors, namely promotion, convenience, product, and price marketing. Functional value, purchase frequency, conditional value, and product marketing positively affected purchase intention. Promotional marketing, monthly disposable income, and social value were the main positive factors in increased willingness to pay. Consumers who were men, had a lower educational level, purchased large quantities of pork at one time, or frequently purchased pork exhibited higher purchase intention than did other consumers. Those who were men, had higher educational attainment, had a higher monthly disposable income, or held a management position were more willing to purchase pork at a premium price.

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Section: Effect Of Marketing MIX On Purchase Intention and Wtpmentioning

confidence: 99%

Impact of Purchase Preference, Perceived Value, and Marketing Mix on Purchase Intention and Willingness to Pay for Pork

Kung

Wang

Liang

2021

Foods

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“…The majority of the celebrity endorsement research conducted to date looks at the credibility of the endorser in terms of their attractiveness, trustworthiness and expertise (Jamil & Rameez ul Hassan 2014;Mikulas & Svetlik 2016;Ohanian 1990). While much of this research has focused on internationally recognised celebrities, there have also been studies conducted in different countries around the world using local celebrities, which have found similar positive effects on consumer behaviour (Abdurrahaman et al 2018;Knoll & Matthes 2017;Ndlela & Chuchu 2016;Nyarko et al 2015). Zhang and Zhang (2010) found differences in how Chinese consumers respond to local and international celebrities.…”

Section: Problem Statementmentioning

confidence: 99%

Local and international celebrity endorsers’ credibility and consumer purchase intentions

2019

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“…The below table 3 shows the construct validity of each variable with respected items. SmartPLS is extensively used social sciences for validity and SEM purpose (Abdurrahaman et al, 2018;Abdurrahaman & Osman, 2017;Anjum et al, 2018;W. Ali, Javaid, Ali, Akram, & Haq, 2019), Outer loading column show the loading value of each item with its variable, loading threshold is >0.70 (Sarstedt, Ringle, and Hair 2017), if value is below <0.70 it will be considered weak item for respective variable.…”

Section: Constructs Validitymentioning

confidence: 99%

Role of Public Service Motivation, Organization Values and Reward Expectation on Performance of Public Sector Employees in Henan, China

Xu¹,

Bakar²,

Ali³

2019

IJHRS

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The main objective of this study is to investigate the role of public service motivation, organization value and reward on performance of public sector employee in the Henan, China. Data is collected from adopted instrument from earlier studies. The researcher has collected data from 396 respondents by using online survey and self-administrative collection method. For analysis of data, SPSS and SmartPLS software were used. It has been concluded that role of organization values does not have a relationship with the performance of employees. The public service motivation and reward expectation plays an important role in employee job performance. The researcher found that earlier researchers’ assumption, the non-monetary benefits in public sector job least important are not valid in context of China Public sector employees. This research concludes that the employees who are working in public sector always look for both monetary and non-monetary benefits.

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Celebrity-Brand Endorsement: A Study on its Impacts on Generation Y-ers in Nigeria

Cited by 12 publications

References 45 publications

Impact of Purchase Preference, Perceived Value, and Marketing Mix on Purchase Intention and Willingness to Pay for Pork

Impact of Purchase Preference, Perceived Value, and Marketing Mix on Purchase Intention and Willingness to Pay for Pork

Local and international celebrity endorsers’ credibility and consumer purchase intentions

Role of Public Service Motivation, Organization Values and Reward Expectation on Performance of Public Sector Employees in Henan, China

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