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Babcock University Postgraduate Students’ Perception of Celebrity Endorsement in Advertising.

Authors: ERNEST-ONUIRI PATRICIA , & AJILORE Kolade

Publication Type: Journal article

Journal: Journalism & Society

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Abstract

Celebrity endorsement, as a legitimate and strategic advertising approach
has shown increasing popularity on Nigerian advertising terrain. While
empirical studies have revealed the general acceptability among the public,
there was a compelling need to test its popularity with a narrow group of
highly educated elite, who presumably may see through its sales motive.
The objectives were to find out consumer perception of celebrity endorsers;
how it affects their perception of the endorsed brand, and purchase decision.
Using the descriptive survey research design, two hundred respondents
were conveniently selected for this study from Babcock University
Postgraduate School. Data was presented in pie chart and simple
percentages. The findings of the study revealed that (70%) percent of the
respondents feel celebrity endorsement is an essential adverting strategy.
However, they (72.5%) are of the perception that most of the celebrities
used in these adverts are a mismatch to the brand personality/image of the
products they endorse. Hence, their (57.5%) purchase decision as
consumers is not influenced by celebrity endorsement. The researchers
therefore recommend, that advertisers ensure that they employ the use of
celebrities that are seen as credible and that have personalities t befitting of
the brand image they intend to portray.

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ERNEST-ONUIRI,P. AJILORE,K. . (2013). Babcock University Postgraduate Students’ Perception of Celebrity Endorsement in Advertising., 1 (), 20-20.

ERNEST-ONUIRI,P. AJILORE,K. . "Babcock University Postgraduate Students’ Perception of Celebrity Endorsement in Advertising." 1, no (), (2013): 20-20.

ERNEST-ONUIRI,P. and AJILORE,K. and . (2013). Babcock University Postgraduate Students’ Perception of Celebrity Endorsement in Advertising., 1 (), pp20-20.

ERNEST-ONUIRIP, AJILOREK, . Babcock University Postgraduate Students’ Perception of Celebrity Endorsement in Advertising.. 2013, 1 ():20-20.

ERNEST-ONUIRI,PATRICIA , and AJILORE,Kolade . "Babcock University Postgraduate Students’ Perception of Celebrity Endorsement in Advertising.", 1 . (2013) : 20-20.

E.PATRICIA & A.Kolade , "Babcock University Postgraduate Students’ Perception of Celebrity Endorsement in Advertising." vol.1, no., pp. 20-20, 2013.

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