THE IMPACT OF CELEBRITY ENDORSEMENT ON CONSUMER BUYING BEHAVIOUR

(A CASE STUDY OF SEVEN-UP BOTTLING COMPANY PLC)

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Author

Presented To

Department of Business Administration

83 Pages 15,682 Words 1,603 Views Microsoft Word Format No. of Chapters: 1 to 5 Chapters

ABSTRACT

Celebrities are the personalities that are well known in public either because of their credibility or of their attractiveness or because of both of these. To leverage this, advertisers use celebrities in their advertisement to increase the effectiveness and heighten the credibility of commercials. Research has proven that celebrity endorsement does cast its impact, but other schools of thought attest the contrary. This research work moves on the positive line and affirms the Impact of Celebrity Endorsement on Consumer Buying Behaviour with a case study of; Seven- Up Bottling Company Plc. Celebrity endorsement business has become a multi-million naira industry in Nigeria. Marketers use celebrity endorsers to influence the purchase decision of consumers in order to increase their sales and extend their market shares. This research work will critically analyze how celebrity endorsement in advertisement as a tool affects and influences people’s opinions in marketing and its effect in the society compared to other forms of advertising. The methodology of collecting data for this research work will be through both primary and secondary research which will involve questionnaire and reviewing relevant literature such as journals, articles, texts, print media, social media and electronic media in this area of study. The data collected will be qualitative which will be analyzed and presented in forms of tables. Finally, the results of the study prove that celebrity endorsements positively impact the purchase intention of the consumers.

TABLE OF CONTENTS

CONTENTS PAGE

Title Page i

Approval Page ii

Dedication iii

Acknowledgement iv

Table of Contents v

Vii

CHAPTER ONE : INTRODUCTION 1

Background to the Study 1

Statement of the Problem 2

Objectives of the Study 3

Research Questions 3

Research Hypotheses 4

Significance of the Study 4

Scope and Limitations of the Study 5

Definition of Terms 5

CHAPTER TWO : LITRATURE REVIEW 7

Introduction 7

The Concept of Celebrity 7

Celebrities as a form of Aspirational Reference Group 10

Celebrity versus Non-Celebrity Endorsements 11

Celebrity Endorsement as a Marketing Communication tool 12

Positive aspects of Celebrity Endorsement 14

Negative aspects of Celebrity Endorsement 16

Multiple Celebrity Endorsements 18

Consumer Buying Behaviour 20

Types of Consumer Buying Behaviour 21

Celebrity Endorsement Effectiveness 24

Theoretical Framework 28

CHAPTER THREE: RESEARCH METHODOLOGY 30

Introduction 30

Research Design 30

Population of the Study 31

Sampling Techniques and Sample Size 31

Methods of Data Collection 32

Methods of Data Analysis and Presentation 32

Historical Background of Seven-Up Bottling Co. Plc 33

CHAPTER FOUR: DATA PRESENTATION AND ANALYSIS 32

Introduction 32

Data Presentation, Analysis and Interpretation 32

Hypotheses Testing 33

CHAPTER FIVE: SUMMARY, CONCLUSIONS AND RECOMMENDATIONS 52

Summary of Findings 52

Conclusions 53

Recommendations 55

References 57

Appendices 71

83 Pages 15,682 Words 1,603 Views Microsoft Word Format No. of Chapters: 1 to 5 Chapters

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