Babcock University Research Portal

THE EFFECT OF CELEBRITY ENDORCEMENT ON LAGOS YOUTH PERCEPTION OF HOLANDIA, VIJU, AND CHIVITA BEVERAGES

Authors: AJILORE Kolade

Publication Type: Journal article

Journal: Babcock Journal Of Management And Social Sciences

ISSN Number:

Downloads

Views

Abstract

This empirical article is the product of a study designed to ascertain the persuasive effect of celebrity endorsement of certain low involvement brands on Lagos youths. Contextualized within the meaning transfer, perception and cognitive consistency theories, the central focus of the study was to find out the extent to which the use of celebrity in advertising testimonial appeal engender brand familiarity, meaningfulness, and purchase intentions, qualities considered by marketing experts as key brand equity benchmarks. Using a sample of students taken from two Universities domiciled in Lagos State, Nigeria, the study came to conclusions that undercut the unquestioned legitimacy of the meaning transfer theory.

Access to Documents

External Link
Download
Digital Object Identifier

Keywords

AJILORE,K. . (2008). THE EFFECT OF CELEBRITY ENDORCEMENT ON LAGOS YOUTH PERCEPTION OF HOLANDIA, VIJU, AND CHIVITA BEVERAGES, 6 (), 104-104.

AJILORE,K. . "THE EFFECT OF CELEBRITY ENDORCEMENT ON LAGOS YOUTH PERCEPTION OF HOLANDIA, VIJU, AND CHIVITA BEVERAGES" 6, no (), (2008): 104-104.

AJILORE,K. and . (2008). THE EFFECT OF CELEBRITY ENDORCEMENT ON LAGOS YOUTH PERCEPTION OF HOLANDIA, VIJU, AND CHIVITA BEVERAGES, 6 (), pp104-104.

AJILOREK, . THE EFFECT OF CELEBRITY ENDORCEMENT ON LAGOS YOUTH PERCEPTION OF HOLANDIA, VIJU, AND CHIVITA BEVERAGES. 2008, 6 ():104-104.

AJILORE,Kolade , . "THE EFFECT OF CELEBRITY ENDORCEMENT ON LAGOS YOUTH PERCEPTION OF HOLANDIA, VIJU, AND CHIVITA BEVERAGES", 6 . (2008) : 104-104.

A.Kolade , "THE EFFECT OF CELEBRITY ENDORCEMENT ON LAGOS YOUTH PERCEPTION OF HOLANDIA, VIJU, AND CHIVITA BEVERAGES" vol.6, no., pp. 104-104, 2008.

Access to Documents

Keywords

About Us

Admissions

Contact Us

Policies

ALUMNI

STUDENT POPULATION