Analyzing the effectiveness of celebrity endorsement on consumer buying behavior in the telecommunication industry in Ghana
This research paper investigates the effect of celebrity endorsements on buying behavior in the telecommunications industry in Ghana. The paper seeks to provide fresh insight on the use of celebrity endorsement as a marketing tool in Ghana. The objectives of the studies are to examine how celebrity endorsements are being employed by firms in the telecommunication market in Ghana and its effect on marketing performance. It also analyzes how celebrity endorsements affect consumer behavior and purchasing decisions and make recommendations for the use of celebrity endorsements to promote brands. The study involved both secondary and primary research. Secondary research entailed a critical review of the Literature on the subject of celebrity endorsement and involved the analysis of celebrity endorsement models such as the sourcecredibility model, source-attractiveness model, the meaning transfer model and celebrity/product fit concepts. The primary research comprised a qualitative approach where a series of interviews were conducted with marketing executives in the telecommunication industry to gain insight into the choice of this mode of promoting brands. A survey was also conducted. This was targeted at university students in two leading universities in Ghana. The questionnaire constructed and used in the survey was based on an indepth interview conducted among marketing executives and on questionnaires developed and used by researchers and authors of the various celebrity models in India and the USA. This study serves as a pioneer in research of celebrity endorsement and buyer behavior in Africa. The work should generate insights and provide guidance or principles that will direct the use of celebrity endorsement to promote brands in Africa.
Thesis submitted to the Department of Business Administration, Ashesi University College, in partial fulfillment of Bachelor of Science degree in Management Information Systems, April 2013
Ghana, marketing, telecommunication industry, celebrity endorsement