The role of celebrity endorsement on brand image in the Telecommunication Industry

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August, 2016
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Celebrity is any individual, who enjoys public recognition and uses this recognition on behalf of consumer good by appearing with it in an advertisement. The aim of the study is to examine the role of celebrity endorsement on brand image in the telecommunication industry. A qualitative research design was adopted for easy examination. Questionnaires were used for the collection of data from customers in the telecommunication industry. The estimated adult population used was 1,200,000. A total number of one hundred and twenty (120) respondents were selected using the convenience sampling. This study used the Statistical Package for Social Science (SPSS) to analyse the data gathered from the respondents. The analysis revealed that credibility and trustworthiness of the celebrities are the influencing factors on the brand. In addition, the respondents agree that companies use celebrities to endorse brands because they want to compete with other brands. It is concluded that the characteristic which invariably is the celebrity’s image can positively or negatively affect consumers’ attitude towards the endorsed company. This further means that celebrities with good public image will easily enhance company acceptance among consumers because of their perceived characteristics but poorly viewed celebrities are impediments to company image in the telecommunication industry. Evidence also shows that celebrity endorsement generates a lot of publicity about a brand which gives the brand exposure and positive image. This study recommends that the endorser should be attractive to the target audience in certain aspects like physical appearance, intellectual capabilities, athletic competence, and lifestyle. It has been proven that an endorser that appears attractive has a greater chance of enhancing the customers’ memory of the brand that he or she endorses.  
A thesis submitted to the Department of Marketing and Corporate Strategy, Kwame Nkrumah University of Science and Technology in partial fulfillment of the requirements for the degree of Master of Business Administration (Marketing Option),