Effect of Personal Branding on Contemporary TV Presenters ( Study of GHONE and AGOO TV)

The research examined the effect of personal branding on contemporary tv presenters with a specific focus on GHONE and AGOO TV and their audience in Accra metropolis. The role play by the presenters in the success of a program or channel cannot be overemphasised as the ambassadors and image makers of the channel whose failure is a failure of the entire media while their success goes round as well. The reserach adopted triangulation method i.e Survey and In-depth method coupled with 384 copies of questionnaires that were administered to respondents in Accra from which 361 copies were correctly filled and …READ MORE …

ASSESSING THE CELEBRITY ENDORSEMENT ON BRAND PROMOTION IN GHANA

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 …READ MORE …

DESIGN A MIXED METHOD STUDY, EXPLAIN IN DETAILS THE 3 STAGES IN THE STUDY

INTRODUCTION Most time researchers especially the experienced one often like to use mixed method approach when conducting research. This approach is agreed more with the position of Critical Perspective scholars who believe that neither qualitative nor quantitative research approach is enough to study a phenomenon. The theoretical bases for quantitative and qualitative research are rooted in postpositivism and constructivism while mixed method is rooted from the critical perspective. In many ways, qualitative and quantitative data are inherently related. All qualitative data are based on qualitative judgments; all quanti­tative data can be described numerically. The researcher may design mixed method of …READ MORE …