The influence of celebrity endorsement on consumer buying behavior in the Ghanaian fashion industry
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2018-04
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Abstract
This research paper explores the influence of celebrity endorsement on consumer buying
behavior in the Ghanaian fashion industry. The objective of the research is to assess the
effects of celebrity endorsement and give recommendations to Ghanaian fashion
companies about how they can effectively use it. The study’s population consists of all
female students of three universities: Ashesi University, Wisconsin University and
University of Ghana; out of which a sample of 156 was selected through convenience
sampling technique. The study involved both primary and secondary research. Secondary
research comprised critical review of past literature on celebrity endorsement and
consumer buying behavior. The primary research involved the administration of
questionnaires. Data was analyzed by using R statistical tool and Microsoft Excel.
The study established that celebrity expertise, celebrity attractiveness and celebrity
credibility have a positive effect on consumer buying behavior. The study finally
recommended cosmetic companies about how they should find out the kind of celebrities
that their target customers prefer. For instance respondents declared that actors and
actresses, sport starts and musicians are the most influential celebrities to them. Hence, the
cosmetic companies should consider to use such celebrities. Also, celebrities who endorse
cosmetic products should make sure that they prove to society that they use the endorsed
products so that the customers will believe them. Lastly, cosmetic companies should make
sure that they use effective adverts which will be recalled by consumers and they should
also use celebrities who are attractive, credible and skilled.
Description
Thesis submitted to the Department of Business Administration, Ashesi University, in partial fulfillment of Bachelor of Science degree in Business Administration, April 2018
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Keywords
Ghana, fashion, consumer behavior, celebrity endorsement, marketing