| Autor: |
Ayodotun Stephen Ibidunni, Maxwell Ayodele Olokundun, Oyebisi Mary Ibidunni, Taiye Tairat Borishade, Hezekiah Olubusayo Falola, Odunayo Paul Salau, Augusta Bosede Amaihian, Peter Fred |
| Jazyk: |
angličtina |
| Rok vydání: |
2018 |
| Předmět: |
|
| Zdroj: |
Data in Brief, Vol 18, Iss , Pp 1107-1110 (2018) |
| Druh dokumentu: |
article |
| ISSN: |
2352-3409 |
| DOI: |
10.1016/j.dib.2018.03.138 |
| Popis: |
This research presents data on the effect of celebrity endorsement on consumers’ brand preference. Copies of structured questionnaire were administered to 384 customers of telecommunication industry. Using descriptive, correlation and regression statistical analysis, the data revealed that celebrity image has an effect on consumer brand loyalty, celebrity trustworthiness has an influence on consumer brand association. More so, the relationship between celebrity expertise and perceived quality of the product was established. Keywords: Celebrity endorsement, Consumer brand preference, Brand association, Brand loyalty, Celebrity image |
| Databáze: |
Directory of Open Access Journals |
| Externí odkaz: |
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