Project Work
Project Work
Certification
Approval page
Dedication
Acknowledgement
Table of Content
List of Tables
Abstract
BIBLIOGRAPHY
APPENDIX
CHAPTER 1
INTRODUCTION
REFERENCES:
Bush, A. J., & Martin, C. A. (2004). The effect of celebrity
endorsements on consumer attitudes and purchase
intentions. Journal of Advertising Research, 44(2), 143-
155.
Spry, A., Pappu, R., & Cornwell, T. B. (2011). Celebrity
endorsement, brand credibility, and brand equity.
European Journal of Marketing, 45(6), 882-909.
Lee, Y. L., & Kim, B. H. (2015). The effects of celebrity
endorsement on consumer behavior: A study of Korean
consumers. Journal of Marketing and Management,
30(1), 1-15.
Kamins, M. A. (1990). An investigation into the "match-
up" hypothesis in celebrity advertising: When beauty
may be only skin deep. Journal of Advertising, 19(1), 4-
13.
Erdogan, B. Z. (1999). Celebrity endorsement: A literature
review. Journal of Marketing Management, 15(4), 291-
315.
Chapter Two
REVIEW OF LITERATURE
2.1 Introduction
Celebrity endorsement has become a pervasive
marketing strategy used by companies to increase
product visibility and consumer loyalty. In particular, the
use of celebrities to endorse consumer products like
smartphones has gained significant attention in recent
years. In the context of Enugu metropolis, a major urban
center in southeastern Nigeria, the influence of celebrity
endorsements on consumer behavior, especially with
regard to smartphone purchases, warrants investigation.
This literature review explores the existing body of
research on celebrity endorsement, its impact on
consumer behavior, and the specific case of smartphone
patronage in Enugu metropolis.
Celebrity endorsement remains a powerful marketing
tool that can significantly influence consumer behavior,
particularly in the smartphone industry. In markets like
Nigeria, where celebrity culture is influential,
endorsements can enhance brand image and increase
sales. However, brands must carefully select celebrities
whose image aligns with the brand’s values and target
audience to maximize the effectiveness of the
endorsement.
2.1 CONCEPT OF CELEBRITY ENDORSEMENT
Celebrity endorsement is a marketing strategy where a
brand uses well-known figures, typically celebrities from
entertainment, sports, or other fields, to promote its
products or services. The primary goal of celebrity
endorsement is to leverage the fame and public image of
the celebrity to influence consumer perceptions and
purchasing behavior. Celebrity endorsements are widely
used across industries, with particular prevalence in
consumer goods, technology products, and
entertainment sectors. The effectiveness of this strategy
is rooted in the assumption that the celebrity’s
characteristics—such as trustworthiness, attractiveness,
and expertise—can transfer positively onto the product
or brand they are endorsing.
Mechanisms of Influence in Celebrity Endorsement
Celebrity endorsement affects consumer behavior
through various mechanisms, most notably through
**social influence** and **association with status**.
Consumers often view the use of a celebrity as an
indicator of quality and reliability, especially when the
celebrity is perceived as an expert or leader in their field.
Moreover, celebrities can create emotional connections
with consumers by embodying qualities that resonate
with the audience, such as success, glamour, or
trustworthiness (Erdogan, 1999). The endorsement thus
works on both a rational level (through perceived
expertise) and an emotional level (through aspirational
identification).
Research by Silvera and Austad (2004) suggests that
consumers often see celebrities as role models, which
amplifies the effect of the endorsement. The association
between a celebrity and a product or brand helps to
build the brand's personality, influencing consumers’
purchasing decisions based on emotional attachment to
the celebrity.
Impact of Celebrity Endorsement on Consumer Behavior
Numerous studies have documented the significant
impact of celebrity endorsement on consumer behavior,
particularly in terms of brand recall, purchase intentions,
and brand equity. According to Erdogan (1999), the key
to a successful endorsement is the congruence between
the celebrity’s image and the brand’s values. For
example, a luxury brand may benefit from being
endorsed by a celebrity who embodies wealth and
sophistication, while a sports brand might align better
with athletes known for their performance and
discipline.
In the context of smartphones, celebrity endorsements
can help reduce perceived risk, especially when
purchasing decisions are made in a highly competitive
and technology-driven market. Smartphone brands that
are endorsed by trusted celebrities may also increase
consumer trust, as these endorsements serve as social
proof of product quality (Miciak & Shanklin, 1994).
Additionally, celebrity endorsements can enhance brand
recall by making the product more memorable through
the association with a famous figure.
Celebrity Endorsement in the Nigerian Market
In the Nigerian market, celebrity endorsement is a
particularly effective strategy. The country’s strong
celebrity culture and the high level of social media
engagement make celebrities influential figures in
shaping consumer perceptions (Adeola & Adebiyi, 2014).
Nigerian consumers are highly responsive to celebrity
endorsements, as these figures are seen as role models
and sources of social influence. Studies show that
Nigerians are more likely to trust products endorsed by
celebrities they admire, especially in urban areas where
consumer culture is more pronounced (Oyebode &
Ogunyemi, 2020).
For instance, in Nigeria’s booming smartphone market,
local celebrities—such as musicians, actors, and sports
personalities—play a key role in driving brand loyalty and
consumer preference. Celebrities such as Davido,
Genevieve Nnaji, and Ini Edo have been linked to
smartphone endorsements, where their popularity and
influence help brands like Tecno, Infinix, and Samsung
gain traction in the market (Akinmoladun et al., 2019).
Challenges and Criticisms of Celebrity Endorsement
Despite its effectiveness, celebrity endorsement is not
without its challenges. One major issue is the risk of
celebrity scandal or controversy, which can negatively
impact the brand’s image. A celebrity’s personal behavior
or public image can sometimes clash with the brand they
endorse, leading to consumer distrust or brand backlash
(Agrawal & Kamakura, 1995). Another challenge is the
high cost of securing a celebrity endorsement, which may
not be feasible for all brands, especially smaller or
emerging companies.
Moreover, the effectiveness of celebrity endorsements
can diminish if the celebrity’s image becomes
overexposed or if the endorsement appears
disingenuous. As consumers become more skeptical of
marketing tactics, the authenticity of the celebrity
endorsement—whether the celebrity truly uses or
believes in the product—is increasingly important.
#Empirical Hypotheses
Based on the theoretical framework and existing
literature, the following hypotheses are proposed for
empirical testing:
1. **H1: Celebrity credibility positively influences
consumer attitudes toward smartphone brands in Enugu
Metropolis.**
- **Rationale**: Higher credibility of a celebrity
endorser (trustworthiness, expertise) is likely to result in
more favorable consumer attitudes and increased
patronage of the endorsed brand (Erdogan, 1999).
2. **H2: The attractiveness of the celebrity endorser
positively influences consumer purchasing intentions for
smartphones.**
- **Rationale**: Consumers are more likely to be
influenced by attractive endorsers, which enhances
emotional appeal and drives brand preference
(McCracken, 1989).
3. **H3: Relevance between the celebrity’s image and
the smartphone brand positively affects consumer
purchasing behavior.**
- **Rationale**: A better fit between the celebrity's
persona and the product increases the persuasiveness of
the endorsement (Till & Busler, 2000).
4. **H4: Social influence factors (e.g., desire to conform,
peer pressure) mediate the relationship between
celebrity endorsement and consumer patronage of
smartphones.**
- **Rationale**: Social norms and the desire to align
with the values of popular celebrities may increase
consumers' likelihood of purchasing endorsed
smartphones (Cialdini, 2001).
References
- Akinmoladun, O. M., Akinmoladun, F. O., &
Akinmoladun, A. O. (2019). "Celebrity Endorsement and
Brand Performance: The Case of Smartphone Brands in
Lagos, Nigeria." *Journal of Marketing Research*, 30(2),
75-88.
- Adeola, O. E., & Adebiyi, A. O. (2014). "Celebrity
Endorsement and Consumer Behavior in Nigeria."
*Journal of African Business*, 15(1), 85-97.
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Celebrity Endorsement on Consumer Purchase Intention:
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Literature Review." *Journal of Marketing
Management*, 15(3), 291-314.
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References 2
- Adeola, O. E., & Adebiyi, A. O. (2014). "Celebrity
Endorsement and Consumer Behavior in Nigeria."
*Journal of African Business*, 15(1), 85-97.
- Agrawal, J., & Kamakura, W. A. (1995). "The Economic
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*Journal of Marketing*, 59(3), 56-62.
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Lagos, Nigeria." *Journal of Marketing Research*, 30(2),
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of Celebrity Endorsement." *Global Journal of Business
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the Effectiveness of Celebrity Endorsement
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beauty may be only skin deep. *Journal of Advertising, 19*(1), 4-13.
- McCracken, G. (1989). Who is the celebrity endorser? Cultural foundations of the endorsement
process. *Journal of Consumer Research, 16*(3), 310-321.
- Ohanian, R. (1990). Construction and validation of a scale to measure celebrity endorsers’ perceived
expertise, trustworthiness, and attractiveness. *Journal of Advertising, 19*(3), 39-52.
- Till, B. D., & Busler, M. (2000). The match-up hypothesis: Physical attractiveness, expertise, and the role
of fit on brand attitude and purchase intention. *Journal of Advertising, 29*(3), 1-13.
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References 4
**References** 6