IDEAS home Printed from https://ideas.repec.org/a/foj/journl/y2012i2p51-58.html
   My bibliography  Save this article

Multiple Uses of Celebrities in Brand Promotion: An Experimental Investigation

Author

Listed:
  • Okorie NELSON

    (Covenant University)

Abstract

This experiential study examines the multiple uses of celebrities in promoting brand purchase decisions and patronage in the Nigerian society. This study is premised on the transfer of meaning model and the match up hypothesis, which underpins the nature and practice of multiple uses of celebrities in brand promotion. The method adopted was survey and its instrument was the questionnaire. Two hypotheses was tested and analyzed in this study. From the result of the study, it revealed that the use of multiple celebrities influences brand patronage as well as purchase decisions. It was suggested that advertisers and brand experts place significance in celebrity research to understand the nature and principle of the use of celebrities in brand communication. In essence, the use of multiple celebrities must not be done on impulse but must be based on a research structure and proper planning.

Suggested Citation

  • Okorie NELSON, 2012. "Multiple Uses of Celebrities in Brand Promotion: An Experimental Investigation," Revista Romana de Jurnalism si Comunicare - Romanian Journal of Journalism and Communication, University of Bucharest, Faculty of Journalism and Communication Studies – Universitatea din Bucuresti, Facultatea de Jurnalism si Stiintele Comunicarii, issue 2, pages 51-58.
    • Handle: RePEc:foj:journl:y:2012:i:2:p:51-58
    as

    Download full text from publisher

    File URL: http://jurnalism-comunicare.eu/rrjc/download_en.php?id_articol=24
    Download Restriction: Download is limited to active subscribers. Subscription information available at: http://jurnalism-comunicare.eu/rrjc/subscribe_en.php
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    More about this item

    Keywords

    Celebrities; Advertising; Brand promotion;
    All these keywords.

    JEL classification:

    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:foj:journl:y:2012:i:2:p:51-58. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Raluca Radu (email available below). General contact details of provider: .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.