The effect of celebrity endorsements on consumers’ buying behaviour in South West Nigeria.
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IGI Global Publisher
Abstract
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Advertisers engage celebrities to endorse their products. This chapter hinges on the meaning transfer
theory of McCracken that says that celebrity image can be transferred to items that users buy. Using the
survey method, this work examined if celebrity endorsements affect buying. Copies of the questionnaire
were administered on 1,516 residents drawn from urban, suburban, and rural areas of Lagos and Ogun
States, Nigeria. The Pearson correlation found positive relationships between celebrity endorsements
and buyers’ decisions. The tests show that celebrity endorsements influence the purchase decisions of
the residents, and these buyers’ avoidance of a product is more clearly influenced by celebrity endorsements.
People buy products because of the celebrities that endorsed them. However, some respondents,
especially those in the rural areas, were not as influenced into buying these products as are those from
the urban and sub-urban areas. It is advised that advertisers pursue other avenues to draw patronage
from this area.
Keywords
H Social Sciences (General)