Factors Predicting the Effectiveness of Celebrity Endorsement Advertising: HND  Marketing Students Perspective

Factors Predicting the Effectiveness of Celebrity Endorsement Advertising: HND Marketing Students Perspective

Mohammed Majeed

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Ahmed Tijani

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Abdulai Yaquob

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Tamale Technical University

Factors Predicting the Effectiveness of Celebrity Endorsement Advertising: HND Marketing Students Perspective

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Abstract

Large amount of money is spent in contracting celebrity endorser to promote firms’ brands. The purpose of this study was to reveal factors predicting the effectiveness of celebrity endorsement advertising from HND marketing student’s perspective. The study utilized quantitative research design, Correlational and descriptive analysis via SPSS. The study collected both primary data via questionnaire and secondary data via literature review. Convenient sampling techniques were used. Questionnaire was employed by using five-point Likert scale. The study found the important role of choosing a celebrity that possesses trust, expertise, attractive and overall credibility. The study concludes that the celebrity endorsement is an effective tool for advertising. The researchers suggest providing training to celebrity endorsers by firms before using them for such purposes.

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Funding

No external funding was declared for this work.

Conflict of Interest

The authors declare no conflict of interest.

Ethical Approval

No ethics committee approval was required for this article type.

Data Availability

Not applicable for this article.

How to Cite This Article

Mohammed Majeed. 2020. \u201cFactors Predicting the Effectiveness of Celebrity Endorsement Advertising: HND Marketing Students Perspective\u201d. Global Journal of Management and Business Research - E: Marketing GJMBR-E Volume 20 (GJMBR Volume 20 Issue E1).

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GJMBR Volume 20 Issue E1

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Journal Specifications

Crossref Journal DOI 10.17406/GJMBR

Print ISSN 0975-5853

e-ISSN 2249-4588

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GJMBR-E Classification JEL Code: M37

Submission ReceivedDecember 11, 2019
Peer Review Double Blind
Handling Editor
Accepted January 3, 2020
Published January 15, 2020

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v1.2

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February 29, 2020

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