Impact of Celebrity Endorsement Switch on Brand Patronage among Selected Telecommunication Subscribers in University of Lagos
| dc.contributor.author | Abdulbaqi, Saudat Salah | |
| dc.contributor.author | Udende, Patrick | |
| dc.contributor.author | Adebowale, Ibrahim Ibukun | |
| dc.date.accessioned | 2023-06-30T10:18:29Z | |
| dc.date.available | 2023-06-30T10:18:29Z | |
| dc.date.issued | 2018 | |
| dc.description.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. | en_US |
| dc.identifier.issn | 2141-3459 | |
| dc.identifier.uri | https://uilspace.unilorin.edu.ng/handle/20.500.12484/11399 | |
| dc.language.iso | en | en_US |
| dc.publisher | International Journal of Information Processing and Communication (IJIPC) | en_US |
| dc.relation.ispartofseries | 6;1 | |
| dc.subject | Celebrity Endorsement, Telecommunication, Advertising, Brand Patronage | en_US |
| dc.title | Impact of Celebrity Endorsement Switch on Brand Patronage among Selected Telecommunication Subscribers in University of Lagos | en_US |
| dc.type | Article | en_US |