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Please use this identifier to cite or link to this item: http://hdl.handle.net/123456789/9398

Title: Effect of celebrity endorsement on product competitiveness of Globacom Ghana Limited.
Authors: Duah, Baffour Agyemang
Issue Date: 25-Oct-2016
Abstract: In view of the competitiveness within the mobile telecommunication industry, the commencement of an effective celebrity endorsement strategy can be a significant success factor. The study examines the effect of celebrity endorsement on product competitiveness of Globacom Ghana Limited through a quantitative approach. The study’s population consists of all customers on KNUST campus who have subscribed to Globacom network, out of which a sample of 400 was selected through convenience sampling technique. The source of data was mainly primary data through questionnaires administration; however secondary data was sourced through journals and articles. SPSS statistical package was used in analyzing the data. The study established that, the correct choice of a celebrity can surely increase sales growth, market share, advert impact, net profit and sales revenue of product above its competitors. Again, credibility, expertise and attractiveness have a positive effect on brand positioning which was significant with a 95 percent confident. The study finally recommended to marketers to understand how their target consumers relate to the celebrity endorser they have selected. Again, marketers need to be cautious that there may be capacity limits for celebrities when they endorse multiple brands. Brand managers and advertising professionals will have to use available data statistics to better estimate potential sales effects that would provide additional return on investment justification by using particular celebrities as their brand endorsers. Lastly resources should be allocated towards consumers and their specific needs and possibly use more regular people as spokespersons.
Description: A thesis submitted to the Department of Marketing and Corporate Strategy, Kwame Nkrumah University of Science and Technology (KNUST) in partial fulfillment of the requirements for the award of Master of Business Administration (Marketing Option), 2015
URI: http://hdl.handle.net/123456789/9398
Appears in Collections:College of Arts and Social Sciences

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