Babcock University Research Portal

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

Authors: ONU Christopher

Publication Type: Journal article

Journal: Management Science Letters

ISSN Number:

Downloads

Views

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>

Access to Documents

External Link
Download
Digital Object Identifier

Keywords

ONU,C. . (2019). The effect of celebrity physical attractiveness and trustworthiness on consumer purchase Intentions: A study of Nigerian consumers, 9 (), 1965-1965.

ONU,C. . "The effect of celebrity physical attractiveness and trustworthiness on consumer purchase Intentions: A study of Nigerian consumers" 9, no (), (2019): 1965-1965.

ONU,C. and . (2019). The effect of celebrity physical attractiveness and trustworthiness on consumer purchase Intentions: A study of Nigerian consumers, 9 (), pp1965-1965.

ONUC, . The effect of celebrity physical attractiveness and trustworthiness on consumer purchase Intentions: A study of Nigerian consumers. 2019, 9 ():1965-1965.

ONU,Christopher , . "The effect of celebrity physical attractiveness and trustworthiness on consumer purchase Intentions: A study of Nigerian consumers", 9 . (2019) : 1965-1965.

O.Christopher , "The effect of celebrity physical attractiveness and trustworthiness on consumer purchase Intentions: A study of Nigerian consumers" vol.9, no., pp. 1965-1965, 2019.

Access to Documents

Keywords

About Us

Admissions

Contact Us

Policies

ALUMNI

STUDENT POPULATION