ABSTRACT
The purpose of this study was to examine the role of Celebrity Advertising in Consumer brand loyalty. It was pertinent due to the prevalent use of celebrities (movie stars, comedians, musicians, footballers, fashion icons,etc) in recent times by GSM Telecommunications companies in Nigeria, considering the massive amount invested in celebrity endorsement practices in the telecommunication industry.The studyfocused on MTN subscribers. A total of 200 participants comprising of 121 male and 79 females between the age ranges of 16 years and above, were drawn from different parts of Ikeja Local Government Area of Lagos State Nigeria. The participants were selected using purposive sampling techniques. Two hypotheses were postulated, while the Ordinary Least Square (OLS) method was used to analyse the data obtained using SPSS.Results of the analysis showed that the use of celebrities has significant influence on consumer’s perception during advertisement. Thus the researcher recommended that that firms use celebrities in advertisements, but they must not do so to the detriment of quality of their products and services. Firms are also recommended to use celebrities that represent the essence of their brand.
TABLE OF CONTENTS
Abstract
CHAPTER ONE
1.0 Introduction
1.1 Background of Study
1.2 Statement of Problems
1.3 Research Objectives
1.4 Research Question
1.5 Research Hypothesis
1.6 Scope of Study
1.7 Significance of study
1.8 Limitation of study
1.9 Definition of terms
CHAPTER TWO
2.0 Literature Review
CHAPTER THREE
3.0 Research methodology
3.1 Research Design
3.2 Population of study
3.3 Sampling Design and Procedure
3.4 Data Collection Instrument
3.5 Administration of Data Collection Instrument
3.6 Methods of data analysis
CHAPTER FOUR
4.0 Data Presentation and Analysis
4.1 Data Presentation
4.2 Test of Hypothesis
CHAPTER FIVE
5.0 Summary, Conclusion and Recommendation
5.1 Summary
5.2 Conclusion
5.3 Recommendation
References
Questionnaire