Influence of Celebrity Characteristics on Brand Resonance Outcomes In the Luxury Automobile Market

Author(s): Peter Kwasi Kodjie, Ibn Kailan Abdul-Hamid, Winston Asiedu Inkumsah and Robert Yaw Amponsah

This investigation provide an empirical evaluation of the influence of celebrity characteristics on brand resonance outcomes in the luxury automobile market of Ghana. A survey of users or owners of luxury automobiles was done. One hundred and sixteen questionnaire were used for further analysis. A structural equation modelling was used. The completed questionnaires were cleaned and used for further analysis. The study found that out of the three constructs that define celebrity characteristics in the luxury automobile industry only celebrity attractiveness had a positively significant effect on brand resonance outcomes.

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