Impact of Celebrity Endorsement Switch on Brand Patronage among Selected Telecommunication Subscribers in University of Lagos
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Date
2018
Journal Title
Journal ISSN
Volume Title
Publisher
International Journal of Information Processing and Communication (IJIPC)
Abstract
Advertising is recording a boost in its use of testimonials in campaigns, as evidenced in the engagement
of celebrities, such as, musicians, athletes, footballers and actors/actresses to endorse products and
services. Studies abound in which the roles of athletes, musicians, and actors/actresses as endorsers are
well documented. However, the switch of a celebrity endorser from one product to another competing
brand continues to agitate the minds of researchers. The purpose of this study, therefore, was to examine
the impact of celebrity endorsement switch (porting) on brand patronage. In specific terms, the study
examined the influence of the switch by ‘Saka’, a famous comedian on radio and television shows, from
endorsing the former ‘Etisalat’ network (now Nine (9) Mobile) to advertising ‘MTN’, a rival network.
This quantitative study gathered data from 380 respondents from University of Lagos, Nigeria. Findings
revealed that, although the Nigerian telecommunication subscribers see celebrities as role models, their
use in advertising campaigns as endorsers does not strongly motivate them to purchase the endorsed
product. Findings also show that other factors, such as availability and quality of service rendered are
among the strong points that ensure subscribers’ loyalty to a particular brand. Based on the results, it is
recommended that MTN Nigeria should engage in more ‘pro bono’ services such as, academic
sponsorship, granting of internship positions, provision of basic amenities for rural and community
development, to endear itself to its existing subscribers and lure prospective ones. The study equally
recommended an improved service delivery by MTN Nigeria to sustain loyalty.
Description
Keywords
Celebrity Endorsement, Telecommunication, Advertising, Brand Patronage