Academy of Strategic Management Journal (Print ISSN: 1544-1458; Online ISSN: 1939-6104)


Strategic Advertising Communication In Nigerias Telecommunication Sector Assessing Customers Perception of Celebrity Endorsement and Brand Preference

Author(s): Obakpolor Shalom Eseoghen, Kehinde Oladele Joseph, Ibidunni Olanrewaju Samson, Ibidunni Ayodotun Stephen

This study investigated customers’ perception of Celebrity Endorsement and Consumer Brand Preference in the telecommunication industry. A sample size of 384 customers of telecommunication services was determined using random sampling. Copies of structured questionnaire were administered and the retrieved data was analysed using regression analysis. The result of the study revealed that the dimensions of celebrity endorsement, such as celebrity image, trustworthiness and expertise had their different levels of impact on brand preference dimensions, including, consumer brand loyalty, brand association and perceived quality. The study concluded that celebrity endorsement has a role to play in consumer brand preference. Conclusions and Implications were established in the study.

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