Articlediamond2018

Celebrity-Brand Endorsement: A Study on its Impacts on Generation Y-ers in Nigeria

Daha Tijjani Abdurrahaman · Acheampong Owusu · Akeem Soladoye Bakare

44 citations0/0 files storedAsian Journal of Scientific Research

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Consumer Behavior in Brand Consumption and Identification Digital Marketing and Social Media Consumer Behavior and Marketing Influence

Abstract

Objective: The study aimed to examine the effects of celebrity brand-endorsement (CB-endorsement) on attitude as well as the purchase intention of Generation Y-ers in Nigeria using an adapted model of Ohanian.Materials and Methods: Using the quantitative approach, structural equation modelling engaging SmartPLS 3.2.7 was used to investigate the relationships among the research constructs.A probabilistic random sampling technique (stratified) of 273 millennial students, from six selected federal institutions of higher learning in the Northwest and Southwest region of Nigeria, was used.Results: Results revealed that expertise of a celebrity does not influence Nigeriaʼs Generation Y-ers intention to purchase the endorsed product.Attractiveness and trustworthiness of a celebrity, on the other hand, influence Generation Y-ers purchase intention.However, attitude does not mediate between the independent variables and the dependent variables.The study utilizes student Generation Y-ers mostly residing in the urban areas.Conclusion: Based on the findings, the researchers recommended to the practitioners alternatives to the practice of CB-endorsement.Future research opportunity and constraints are also outlined.

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References

2014Partial least squares structural equation modeling (PLS-SEM)1981Structural Equation Models with Unobservable Variables and Measurement Error: Algebra and Statistics 1999Use of partial least squares (PLS) in strategic management research: a review of four recent studies 2003Predicting unit performance by assessing transformational and transactional leadership.1986The Role of Attitude toward the Ad as a Mediator of Advertising Effectiveness: A Test of Competing Explanations 2000The Match-Up Hypothesis: Physical Attractiveness, Expertise, and the Role of Fit on Brand Attitude, Purchase Intent and Brand Beliefs 1985Physical Attractiveness of the Celebrity Endorser: A Social Adaptation Perspective 1989An Empirical Examination of the Structural Antecedents of Attitude toward the Ad in an Advertising Pretesting Context

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