The Impact of Celebrity Endorsement on Made in Ghana Product
CHAPTER ONE
Objective of the study
The objectives of the study are;
- To explore the effectiveness of the use of celebrity endorsements in advertising made in Ghana product?
- To ascertain the influence of celebrity on consumers’ purchasing decision
- To examine the link between celebrity endorsement and its effectiveness in attaining the brand loyalty of consumers of Ghana made products
CHAPTER TWO
REVIEW OF RELATED LITERATURE
The Concept of Celebrity Endorsement
In the area of business, celebrity endorsement plays a vital role since it influences consumers to make purchase decision. Celebrity endorsement involves associating a product or service of a firm with a well-known person. In analyzing the market situation currently, it is important for marketers to use different famous personalities to associate themselves with their brands to create unique identity and to make the company’s brand or product popular. This then contribute highly in the company’s expenditure as result of using that strategy, however nowadays, it is use as the powerful strategic tool to get maximum profit. Grant (1989) suggested that celebrities impart culturally is made up of meanings of their own to the product or service in the endorsement process. Different meanings that celebrities comprise of (beauty, success etc.) are transferred to brands that are fairly mundane. Similarly, other researchers have suggested that associative learning presumption is important in elaborating the process in which the celebrity’s unique attributes are shifted to brands (Till & Busler, 1998). Likeability on the other hand arises from affection of the source as a result their physical appearance, behavior or other personal characteristics (Byrne, Whitehead, & Breen, 2003). In this study, the celebrity endorsement will be discussed into many determinates. This discusses factors that celebrity should have to be a solid endorser. Similarly, Canning and West (2006) describe a celebrity as an individual who is often in the public eye and usually have a high profile in, amongst others, the sports and entertainment industries (Canning & West, 2006). However, in this fast-moving and highly versatile era of marketing, a celebrity may well be a popular caricature or even an animated character like (Kumar, 2011). Celebrity endorsements are therefore used as strategic marketing tools that influence consumer behavior in favor of a particular product or brand by lending some of the celebrity’s attributes to the particular product or brand. In order for this strategy to be effective, it is important for a celebrity to be credible enough for a consumer to want to be associated with the particular product or brand. There are nonetheless established models that explain the effectiveness of celebrity endorsements and how they operate to stimulate consumer purchase behavior.
Chapter Three
Research methodology
Research Design
The research design adopted in this research work is the survey research design which involves the usage of self-designed questionnaire in the collection of data. Under the survey research design, primary data of this study will be collected from Travis Scott & McDonald’s and Amy Schumer & Tampax in order to determine the impact of celebrity endorsement on made in Ghana product. The design was chosen because it enables the researcher to collect data without manipulation of any variables of interest in the study. The design also provides opportunity for equal chance of participation in the study for respondents.
Population of Study
The population of study is the census of all items or a subject that possess the characteristics or that have the knowledge of the phenomenon that is being studied (Asiaka, 1991). It also means the aggregate people from which the sample is to be drawn.
Population is sometimes referred to as the universe. The population of this research study will be Seventy-five (75) staffs of Travis Scott & McDonald’s and Amy Schumer & Tampax
CHAPTER FOUR
DATA PRESENTATION, ANALYSIS AND DISCUSSION
This chapter is about the analysis and presentation of data collected from the field through questionnaire. The analysis of the data with particular question immediately followed by the presentation of findings.
As mentioned in chapter three, 63 questionnaires were administered and 50 were retrieved and necessary analysis was carried out on them and presented as follows:
CHAPTER FIVE
SUMMARY, CONCLUSION AND RECOMMENDATION
Introduction
It is important to ascertain that the objective of this study was to ascertain the impact of celebrity endorsement on made in Ghana product. In the preceding chapter, the relevant data collected for this study were presented, critically analyzed and appropriate interpretation given. In this chapter, certain recommendations made which in the opinion of the researcher will be of benefits in addressing the challenges of the impact of celebrity endorsement on made in Ghana product.
Summary
This study was on the impact of celebrity endorsement on made in Ghana product. Three objectives were raised which included: To explore the effectiveness of the use of celebrity endorsements in advertising made in Ghana product, to ascertain the influence of celebrity on consumers’ purchasing decision and to examine the link between celebrity endorsement and its effectiveness in attaining the brand loyalty of consumers of Ghana made products. The total population for the study is 75 selected staffs Travis Scott & McDonald’s and Amy Schumer & Tampax. The researcher used questionnaires as the instrument for the data collection. Descriptive Survey research design was adopted for this study. The data collected were presented in tables and analyzed using simple percentages and frequencies
Conclusion
Celebrity endorsements has changed the way advertising used to be few decades ago. It is been accepted to be a ubiquitous feature of modern day marketing. The use of celebrity endorsers in the promotion and the sales of products have much influence on customers of organizations concerned. However, some respondents are not influenced by celebrities in adverts. Celebrity endorsement is an expensive engagement and must be planned carefully in order for firms adopting it to gain profitability. As a result a greater understanding of consumers ‘reactions towards celebrity endorsements can help marketers to use it more effectively. It is important that firms that have tarnished images turn to this sort of promotion because celebrities aid advertisement to effectively stand out from the other surrounding clutter. From managerial perspective, the outcomes of this study bring practically important results for marketers to consider when choosing a celebrity for an advertisement.
Recommendation
Organizations are encouraged to intensify the use of celebrities to promote their products
Organizations should also critically assess the right personality of celebrities for the promotion of their products
Organizations involved should conduct cost benefit analysis to be sure if the use of a celebrity is worth the amount to be paid for the services of the celebrity
Companies should critically assess to see if the use of celebrities is really necessary so as to avoid misallocation of resources.
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