ABSTRACT

This study focuses on the influence of celebrity endorsement on brand image among GSM users in Umuahia Urban. A strong brand image is an essential business asset in the modern day business environment. This is because a strong brand image provides an effective way to get the brand noticed amidst the rush and clutter in the daily media. The problem that led to this study is the paucity of literature on the effect of celebrity endorsement on brand image among GSM users. The main objective of the study was to examine the influence of celebrity endorsement on brand image among GSM users in Umuahia Urban. In other to achieve the objective of this study, two research hypotheses were formulated and tested using the Spearman’s Rank Order Correlation (rho), relying on the Statistical Package for Social Sciences (SPSS). Data for the study was collected through questionnaire, and data collected from 200 respondents which constituted the sample size. The study found a positive and significant association between celebrity endorsement and all the metrics of brand image considered in the study. Importantly, the study discovered a strong and positive correlation between celebrity endorsement and brand awareness, while the relationship between celebrity attractiveness and brand personality is found to be moderate. The paper therefore concluded that celebrity endorsement is a needful communication strategy for building a strong brand image, and recommends that marketers must be careful enough to ensure a good endorser-brand fit so as to raise the unique selling proposition of the firm to new heights. Limitation/suggestions for further studies were given.

TABLLE OF CONTENTS

Title i

Declaration ii

Certification iii

Dedication iv

Acknowledgements v

Table of contents vi

List of tables viii

Abstract ix

CHAPTER 1

INTRODUCTION 1

1.1 Background to the Study 1

1.2 Statement of Research Problem 2

1.3 Objectives of the Study 3

1.4 Research Questions 4

1.5 Research Hypotheses 4

1.6 Significance of the Study 4

1.7 Scope of the Study 5

1.8 Definition of Terms 6

CHAPTER 2

REVIEW OF RELATED LITERATURE 8

2.1 Celebrity 8

2.1.2 Understanding the Concept of Celebrity Endorsement 8

2.1.1 Celebrity and Non-Celebrity Endorsers 11

2.1.2 Two ends of Celebrity endorsement strategy 13

2.1.3 Celebrity Trustworthiness 14

2.1.4 Celebrity credibility 15

2.1.5 Celebrity Attractiveness 16

2.2 Brand Image 17

2.2.1 Brand Identity 18

2.2.3 Brand Personality 19

2.2.4 Brand Awareness 20

2.2.5 Measurement of behavioral purchase intention 20

2.3 THEORETICAL REVIEW 21

2.3.1  The Source Attractiveness Theory Propounded by McGuire (1985) 21

2.3.2 The Source Credibility Theory Propounded by Hovland, Janis 

& Kelly (1953). 22

2.3.3 Social Learning Theory by Albert Bandura (1977) 23

2.4 EMPIRICAL REVIEW 25

2.5  SUMMARY OF LITERATURE 27

CHAPTER 3

RESEARCH METHODOLOGY 29

3.1 Research Design 29

3.2 Area of Study 29

3.3 Population of the Study 30

3.4.1 Sampling Technique 30

3.4.2 Sample Size Determination 30

3.5 Validity of Instrument 30

3.5.1 Reliability of the Instrument 31

3.6 Sources of Data Collection 31

3.6 Method of Data Analysis 31

3.6.1 Regression Model 32

3.6.2 Decision Rule 32

CHAPTER 4

DATA PRESENTATION AND DISCUSSION OF FINDINGS 33

4.1 Data Collection and collection 33

RESULTS AND DISSCUSSIONS 33

4.2 Reliability Analysis 33

4.3 TEST OF HYPOTHESES 34

CHAPTER 5

SUMMARY, CONCLUSION AND RECOMMENDATION 40

5.1 Summary of Findings 40

5.2 Conclusion 41

5.3 Recommendation 42

5.4 Limitation/Suggestions for Further Studies 43

REFERENCES

QUESTIONNAIRE