THE IMPACT OF CELEBRITY ENDORSEMENT ON CONSUMER BUYING BEHAVIOUR

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

By

Author

Presented To

Department of Business Administration

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

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