Celebrity Endorsement on Consumers' Perception and Attitude towards Globacom Telecommunication Products in Ilorin Metropolis

Abstract

These days, most organisations use celebrity endorsement as a communication technique for inducing consumers' perception and attitude towards buying their products. This paper aims to examine celebrities' credibility on consumers' perception and attitude towards Globacom telecommunication products in Ilorin Metropolis. A total of 273 usable copies of the questionnaire administered to the target respondents were returned. A multi-stage sampling method was employed to select the eligible samples from the study population, and regression analysis was adopted as an analytical technique. The study's findings revealed that celebrity's credibility affected consumers' perception of Globacom telecommunication products in Ilorin metropolis and celebrity endorsement also impacted consumers' attitude in the study area. The study recommended that firms that desire positive consumers' perceptions and attitudes towards their products should use a meticulous process to select celebrities who are credible, reliable, popular and likeable by target consumers to endorse their brands.

Key words

Celebrity endorsement, celebrity's credibility, celebrity’s popularity, Consumer perception, Consumer attitude

Cite this paper:

Mustapha, Y.I, Issa, B.O, Bello, O.F. (2021), Celebrity Endorsement on Consumers' Perception and Attitude towards Globacom Telecommunication Products in Ilorin Metropolis, Vidyodaya Journal of Management, 7(1), 61-79.