THE IMPACT OF CELEBRITY ENDORSEMENT ON THE BRAND IMAGE OF MTN TELECOMMUNICATIONS LIMITED: THE PERSPECTIVE OF SUBSCRIBERS IN ILORIN METROPOLIS

Simple item page
dc.contributor.authorAdeoti, Johnson Olabode
dc.contributor.authorOlawale, A. Yinusa
dc.contributor.authorRaji, A. Mustapha
dc.date.accessioned2021-05-05T09:06:29Z
dc.date.available2021-05-05T09:06:29Z
dc.date.issued2018-07-10
dc.description.abstractThe 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.en_US
dc.identifier.urihttps://uilspace.unilorin.edu.ng/handle/20.500.12484/4916
dc.language.isoenen_US
dc.publisherUNILAG JOURNAL OF BUSINESSen_US
dc.subjectCelebrity, Endorsement, Brand Image, Buying Behaviour, Post-Purchaseen_US
dc.titleTHE IMPACT OF CELEBRITY ENDORSEMENT ON THE BRAND IMAGE OF MTN TELECOMMUNICATIONS LIMITED: THE PERSPECTIVE OF SUBSCRIBERS IN ILORIN METROPOLISen_US
dc.typeArticleen_US

Files

Original bundle
Now showing 1 - 1 of 1
No Thumbnail Available
Name:
The Impact of Celibrity Endorsement on the Brand Image of MTN Telecommunications Limited.pdf
Size:
2.05 MB
Format:
Adobe Portable Document Format
Description:
Download
License bundle
Now showing 1 - 1 of 1
No Thumbnail Available
Name:
license.txt
Size:
1.69 KB
Format:
Item-specific license agreed upon to submission
Description:
Download

Collections