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CELEBRITY ENDORSEMENT ADVERT STRATEGY AS A CORRELATE TOWARDS TAX PAYMENT IN SELECTED MARKETS IN LAGO

Authors: ADEKOYA Helen

Publication Type: Journal article

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Abstract

Tax is a major source of revenue which governments everywhere in the world rely on to provide basic social amenities for their citizens. In developing countries like Nigeria, people evade tax on the excuse of fund misappropriation and corruption which is prevalent among the ruling class. This paper evaluates the effectiveness of celebrity endorsed tax adverts towards a positive disposition in tax payment among traders in selected markets in Lagos state. Using the survey design and questionnaire as research instrument, this paper examines if there is a positive change in the dispositions of traders most of who have been reticent in tax payment, and if there is a significant relationship between celebrity endorsement, and traders disposition to tax payment. The findings revealed that there is a significant correlation between celebrity endorsement and the positive disposition of majority (64%) of the traders in Lagos State. It was therefore recommended that this strategy should be reinforced by adopting it at the interpersonal level to discourage reticent and indifference towards tax payment.

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ADEKOYA,H. . (0000). CELEBRITY ENDORSEMENT ADVERT STRATEGY AS A CORRELATE TOWARDS TAX PAYMENT IN SELECTED MARKETS IN LAGO, 0 (), 0-0.

ADEKOYA,H. . "CELEBRITY ENDORSEMENT ADVERT STRATEGY AS A CORRELATE TOWARDS TAX PAYMENT IN SELECTED MARKETS IN LAGO" 0, no (), (0000): 0-0.

ADEKOYA,H. and . (0000). CELEBRITY ENDORSEMENT ADVERT STRATEGY AS A CORRELATE TOWARDS TAX PAYMENT IN SELECTED MARKETS IN LAGO, 0 (), pp0-0.

ADEKOYAH, . CELEBRITY ENDORSEMENT ADVERT STRATEGY AS A CORRELATE TOWARDS TAX PAYMENT IN SELECTED MARKETS IN LAGO. 0000, 0 ():0-0.

ADEKOYA,Helen , . "CELEBRITY ENDORSEMENT ADVERT STRATEGY AS A CORRELATE TOWARDS TAX PAYMENT IN SELECTED MARKETS IN LAGO", 0 . (0000) : 0-0.

A.Helen , "CELEBRITY ENDORSEMENT ADVERT STRATEGY AS A CORRELATE TOWARDS TAX PAYMENT IN SELECTED MARKETS IN LAGO" vol.0, no., pp. 0-0, 0000.

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