2016
DOI: 10.21744/irjmis.v3i9.261
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Effect of Celebrity Endorsements on Consumers Purchase Decision in Nigeria

Abstract: The use of celebrities is one of the very many marketing strategies employed by marketers in today’s business environment. The Nigerian economy has witnessed increased launching of consumer products. No doubt, intense competition in the business environment among various products and services has led to organizations endorsing deals/ambassadors. Nowadays, we hear the term “brand ambassadors” more often than usual. Celebrity endorsement is one of the very many features of modern marketing. This study attempts t… Show more

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Cited by 24 publications
(38 citation statements)
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“…This theory was adopted from several models that were built to analyze and understand the factors that influence the acceptance of the use of new technologies, including those recorded in various literature and references on research results in the field of information technology are Theory of TAM and Theory of Planned Behavior (TPB). , tried to further develop the TAM model to see the acceptance of the use of computer technology where the acceptance of its use is determined by the attitude of behavior and perceived usefulness Korry et al, 2017;Ifeanyichukwu, 2016).…”
Section: Literature Reviewmentioning
confidence: 99%
“…This theory was adopted from several models that were built to analyze and understand the factors that influence the acceptance of the use of new technologies, including those recorded in various literature and references on research results in the field of information technology are Theory of TAM and Theory of Planned Behavior (TPB). , tried to further develop the TAM model to see the acceptance of the use of computer technology where the acceptance of its use is determined by the attitude of behavior and perceived usefulness Korry et al, 2017;Ifeanyichukwu, 2016).…”
Section: Literature Reviewmentioning
confidence: 99%
“…This perhaps accounts for the attention sales promotion has received in recent times. Ifeanyichukwu (2016) noted that companies are spending billions of naira per year in endorsing celebrities and repositioning their products in the minds of consumers by creating positive and good awareness of the products and brands, thus, firms are undergoing re-orientation in their belief. They now believe that the power of a brand lies in the minds of the consumers.…”
Section: Introductionmentioning
confidence: 99%
“…Popular Nigerian musicians, comedians, actors and actresses are nowadays used for advertising food and herbal medicinal products across the country. 57,58 In our study, respondents were asked to imagine, while rating the samples, that they were in a social gathering and a popular actor/actress offered them a new drink. A public figure could also be used to distribute the free samples and introduce new foods to Nigerians, as the most positive answer was for 'If your favourite actor/actress or clergyman offers you sokurma, how will you feel about trying it?'…”
Section: Food Neophobia Among Nigerian Consumersmentioning
confidence: 99%