Effect of celebrity endorsements on consumers purchase decision in Nigeria

Authors

  • Chioma Dili Ifeanyichukwu Nnamdi Azikiwe University, Awka, Nigeria

Keywords:

advertising, celebrity endorsement, celebrity, Nigeria, purchase decision

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 the 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 to determine the effect of celebrity endorsement on consumer purchase of a product. 200 young adults were conveniently selected as respondents for the study. Regression was used to test for the significance of the hypotheses generated.

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Published

2016-09-30

How to Cite

Ifeanyichukwu, C. D. (2016). Effect of celebrity endorsements on consumers purchase decision in Nigeria. International Research Journal of Management, IT and Social Sciences, 3(9), 120–128. Retrieved from https://sloap.org/journals/index.php/irjmis/article/view/420

Issue

Vol. 3 No. 9 (2016): September

Section

Peer Review Articles
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