Browsing by Author "Cheru, Tadesse"
Now showing 1 - 1 of 1
Results Per Page
Sort Options
Item The Effects Of Celebrity Endorsement In Advertisement On Consumer Buying Preference (In The Case Of Anbessa Shoes)(Addis Ababa University, 2018-06-15) Cheru, Tadesse; G/Medhin, Mulugeta (PhD)The purpose of this study is to examine the effectiveness of celebrity endorsement advertisements on consumer buying preference in the case of Anbessa Shoes. Trustworthiness, physical attractiveness, expertise and celebrity product match-up have been examined as the potential factors that affected consumer buying preference to use the product of Anbessa Shoe. Structured questionnaires were developed. The hypotheses were simultaneously tested on a sample of 338 customers out of 385 distributed, giving a valid response rate of 88 percent. Several analytical techniques were used to assess the relationships among the variables under investigation such as correlation assumption tests like multicollinearity and normality tests, and multiple linear regressions, analysis The results showed that, perceived physical attractiveness, expertise of the celebrity and perceived celebrity product congruence/match-up have a positive influence on consumer buying preference. However, trustworthiness of the celebrity has not been found having a significant influence on the consumer buying preference in the case of Anbesssa Shoe consumers. Celebrity endorsements (measured by the attributes of physical attractiveness, expertise, and product/celebrity match) have a significant positive influence on the consumers buying preference. The implication is that marketers in the industry should consider the use of celebrities in their promotional endeavors so as to grab consumers‟ attention for their advertisements