The effect of celebrity physical attractiveness and trustworthiness on consumer purchase Intentions: A study of Nigerian consumers

The effect of celebrity physical attractiveness and trustworthiness on consumer purchase Intentions: A study of Nigerian consumers

Author by Dr. Christopher Onu

Journal/Publisher: Management Science Letters

Volume/Edition: 9

Language: English

Pages: 1965 - 1976

Abstract

Celebrities are individuals who are popular in public arena because of their physical attractiveness and trustworthiness. To take advantage of these components, marketers use celebrities for product promotion to create awareness and enhance the credibility of their advertisement. However, the use of celebrities to endorse consumer products by the Nigerian telecommunication industry led to huge cost of acquiring physically attractive endorsers and lack of celebrity trust because customers perceived that the celebrities were paid to feature in the brand and not necessarily, they believed in the brand. This study, therefore, examined the effect of celebrity physical attractiveness and trustworthiness on consumer purchase intentions of selected telecommunication in Nigeria. Survey design was employed and a target population of 519 students was used in the study. Random sampling technique was adopted to select the sample size and a well-structured questionnaire was adopted for the study. The Cronbach’s alpha coefficients for the constructs ranged between 0.71 and 0.85. Data were analyzed using descriptive and inferential statistics (Structural equation modeling). Findings from the study reveal that celebrity physical attractiveness had positive effect on consumer purchase intention of selected telecommunications companies in Nigeria (P=0.000<0 xss=removed P=0.000 xss=removed>


Other Co-Authors