Midas touch or time bomb? A look at the influence of celebrity endorsement on customer purchase intentions: The case study of fast foods outlet companies in Harare, Zimbabwe
| Autor: | Jacob Shenje |
|---|---|
| Rok vydání: | 2017 |
| Předmět: |
Research methodology
05 social sciences Physical attractiveness Marketing communication Advertising Trustworthiness Order (business) 0502 economics and business Credibility General Earth and Planetary Sciences 050211 marketing Marketing Psychology Product endorsement 050203 business & management General Environmental Science Fast foods |
| Zdroj: | African Journal of Business Management. 11:347-356 |
| ISSN: | 1993-8233 |
| DOI: | 10.5897/ajbm2017.8357 |
| Popis: | Fast foods companies in Zimbabwe have been outcompeting and outclassing each other in using celebrity endorsers for their marketing communications. The study aimed to investigate the impact of celebrity endorsement on consumer purchase intentions. The study’s literature review was based on a copious of celebrity endorsement empirical and theoretical literature. The literature review also acted as bedrock for the research methodology which was later adopted. In order to achieve the research objectives, the study was largely quantitative where survey questionnaires were distributed to customers and these questionnaires were useful in the aggregation of the results. The findings were entered into SPSS software package version 22. The result shows that celebrity endorsement variables showed a positive and significant statistical relationship with consumer buying intentions. The study recommends for fast foods companies to gauge the capacity of celebrities to project multi-attributes which would be consistent and of interest to the consumer’s requirements. There is also the need to strengthen certain aspects of celebrity consumer relationship as way of understanding the implications for product endorsement in the fast foods industry. Key words: Celebrity credibility, celebrity endorsement, perceived expertise, physical attractiveness, purchase intentions, trustworthiness. |
| Databáze: | OpenAIRE |
| Externí odkaz: |
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