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Celebrity Endorsements And Product Performance: A Study Of Nigerian Consumer Markets

Author

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  • Omotayo OYENIYI

    (Lagos State University, Ojo, Lagos, Nigeria)

Abstract

The Nigerian economy has experienced increased launching of consumer products; this is occasioned by the level of competition in the country. As such consumers are exposed to large number of product-related communication messages in primetime television and newspaper content. One commonly strategy adopted by manufacturers of consumer products is the use of celebrity endorsement with it attendance cost and other risks. The main objective of this study is to establish if there is a relationship between brand positioning, purchasing decisions, brand equity and celebrity endorsement. A survey of 142 respondents was used and the data was analyzed with Structural Equation Model. The results indicate that trust, level of expertise and the fit between the celebrity and the product have positive impact on product performance. However, it was discovered that attractiveness of the celebrity and the similarities between the celebrity and the receiver has little effect on product performance. Therefore, organizations desirous of making use of celebrity in promoting their products should evaluate the attributes of the celebrities that will enhance product performance.

Suggested Citation

  • Omotayo OYENIYI, 2014. "Celebrity Endorsements And Product Performance: A Study Of Nigerian Consumer Markets," Management and Marketing Journal, University of Craiova, Faculty of Economics and Business Administration, vol. 0(1), pages 41-51, May.
  • Handle: RePEc:aio:manmar:v:xii:y:2014:i:1:p:41-51
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    References listed on IDEAS

    as
    1. Kahle, Lynn R & Homer, Pamela M, 1985. " Physical Attractiveness of the Celebrity Endorser: A Social Adaptation Perspective," Journal of Consumer Research, Oxford University Press, vol. 11(4), pages 954-961, March.
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    More about this item

    Keywords

    Celebrity endorsement; brand image; product performance;

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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