THE IMPACT OF CELEBRITY ENDORSEMENT ON THE BRAND IMAGE OF MTN TELECOMMUNICATIONS LIMITED: THE PERSPECTIVE OF SUBSCRIBERS IN ILORIN METROPOLIS
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Date
2018-07-10
Journal Title
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Publisher
UNILAG JOURNAL OF BUSINESS
Abstract
The study seeks to determine the impact of celebrity endorsement on the brand image of Mobile Telecommunication Network (MTN) in Ilorin Metropolis. A sample size of 384 respondents comprising of MTN subscribers across the local government areas in Ilorin metropolis was examined. The sampling technique employed in the study was stratified sampling technique and a liken scale of 5 point. Multiple regressions and multiple correlations were used for data analysis. The results revealed that both celebrity trustworthiness and celebrity expertise were relevant for brand image. The two hypotheses tested showed that all variables were significant. The study therefore recommends that not only celebrities who are trustworthy but also those who have expertise should be used in brand image building. The study also recommends that firms should drop celebrities who have lost their credibility so as not to have a negative effect on the brand image.
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Keywords
Celebrity, Endorsement, Brand Image, Buying Behaviour, Post-Purchase