Browsing by Author "Hiwot Tadesse"

Now showing 1 - 1 of 1
  • No Thumbnail Available
    Item
    The Effect of Celebrity-Endorsed Advertisement on Consumer Brand Preference: The Case of Bottled Water Industry in Addis Ababa City
    (A.A.U., 2023-06-08) Hiwot Tadesse; Desalegne Amlaku (Ph.D)
    It is claimed that celebrity endorsement helps increase customer brand preference. The bottled water industry was the focus of the study's examination of the influence of celebrity endorsement on customer brand preference. Previous research was reviewed and the study adopted Ohanian's source credibility model (Trustworthiness, Attractiveness, and Expertise) and the product match-up hypothesis (Celebrity-brand fit) in constructing the study’s conceptual framework. Using the above four variables, the hypothesis for the study was developed by stating celebrity attractiveness, celebrity brand fit, celebrity credibility, and celebrity expertise significantly influence consumer brand preference. A quantitative research approach and explanatory research design method were used. A total of 384 sample sizes were selected and from the total distribution 365 questionnaires were filled out correctly and returned. The survey targeted both consumers and non-consumers of bottled water who are exposed to celebrity-endorsed advertisements located in Addis Ababa city. Analysis of the study was done on SPSS version 26. Both descriptive and inferential statistical analysis was done to finalize the findings. The mean results of the study showed the lowest value indicating that respondents didn’t agree on the independent variables determining their brand preference in the case of bottled water brands. Hence, the study’s results showed that all the independent variables (attractiveness, celebrity brand fit, credibility, and expertise) have a positive and significant effect on the dependent variable (consumer brand preference) supporting the stated hypothesis. Based on the responses, bottled water companies should consider different ways of influencing consumers in buying their brand. Therefore, bottled water companies should grow their advertisements by knowing more about what influences consumers’ buying behavior