Please use this identifier to cite or link to this item: http://ir.library.ui.edu.ng/handle/123456789/9198
Full metadata record
DC FieldValueLanguage
dc.contributor.authorOdebiyi, S. D.-
dc.contributor.authorElegbe, O.-
dc.date.accessioned2024-05-17T10:49:45Z-
dc.date.available2024-05-17T10:49:45Z-
dc.date.issued2018-
dc.identifier.otherui_art_elegbe_can_2018-
dc.identifier.otherJournal of Management and Social Sciences 7(2), pp. 455-470-
dc.identifier.urihttp://ir.library.ui.edu.ng/handle/123456789/9198-
dc.description.abstractStudies in Nigeria have not fully shown the effect of using celebrities and how celebrities can effectively change the attitude of the consumers towards a brand. Based on this notion, the study examined audience perception of celebrity endorsement on product advertising and its influence on brand loyalty. Through a mixed method design, the study used questionnaire and structured interview. The respondents perceived the use of celebrities in Globacom adverts necessary because these celebrities are persuasive, entertaining and experienced. This further enhances awareness and sales for the product. Globacom celebrities have a good interpersonal relation with Globacom customers as they prefer celebrity endorsed products’ adverts to non-celebrity endorsed products’ adverts which influence their purchase. Globacom celebrities are liked and perceived as highly credible; hence celebrities that match products’ brand image should be endorsed to promote the brand in order to influence consumers’ purchase and loyalty to the products.en_US
dc.language.isoenen_US
dc.subjectBrand ambassadorsen_US
dc.subjectAdvertisingen_US
dc.subjectCelebrity endorsementen_US
dc.subjectGlobacomen_US
dc.subjectBrand loyaltyen_US
dc.titleCan brand ambassadors influence product loyalty: perceptions on globacom mobile network advertisementsen_US
dc.typeArticleen_US
Appears in Collections:Scholarly Works

Files in This Item:
File Description SizeFormat 
(27) ui_art_elegbe_can_2018.pdf719.05 kBAdobe PDFThumbnail
View/Open


Items in UISpace are protected by copyright, with all rights reserved, unless otherwise indicated.