ASSESSING THE CELEBRITY ENDORSEMENT ON BRAND PROMOTION IN GHANA

ABSTRACT

The use of celebrity endorser strategy now frequently used by firms or individual marketers to get exposure for their brands/product and for consumers to patronize what they have to offer.

This dissertation explores the factors considered by marketers when selecting celebrities to endorse products/brands the consumer’s purchasing behavior after a product has been endorsed. This dissertation seeks to produce an awareness on celebrity endorsement as an effective marketing instrument.

This dissertation’s objectives are to assess the factors that are considered in the selection of celebrities for brand/product endorsement at Nestle Ghana Limited and also to find out the consumer behavior of users or consumers after a celebrity endorses a brand/product of Nestle Ghana Limited.

This dissertation involved both the primary and secondary research. The primary research constituted a qualitative approach where series of interviews were conducted with the marketing managers of the various brands at Nestle Ghana Limited.

The secondary research constituted a critical review of previous literature on celebrity endorsement by various scholars and this involved the analysis of celebrity endorsement models including the Source Models: Source Credibility, Source Attractiveness, Source Power, Meaning Transfer and the Match up Hypothesis.

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