The Effect of Celebrity Endorsement on Consumers’ Attitude and Purchase Intention: The Case of Ethiopian Banking Industry
| dc.contributor.advisor | Belayneh, Temesgen (PhD) | |
| dc.contributor.author | Demissie, Bahiru | |
| dc.date.accessioned | 2021-05-19T08:49:26Z | |
| dc.date.accessioned | 2023-11-04T14:10:05Z | |
| dc.date.available | 2021-05-19T08:49:26Z | |
| dc.date.available | 2023-11-04T14:10:05Z | |
| dc.date.issued | 2015-06 | |
| dc.description.abstract | Companies use celebrities in advertisements with the aim of getting consumers' attention from the bulk of advertisements aired through mass media. Celebrity endorsement has become a worldwide phenomenon and most companies in Ethiopia are going for celebrity endorsements and as a result the numbers of celebrity endorsed advertisements have increased. Commercial banks are among such companies that use celebrity endorsement for their marketing activities. This study attempts to examine the effect of celebrity endorsements in banking industry on consumers’ attitude and their purchase intention. The study makes use of the Ohanian source credibility model and Product match up hypothesis to formulate the conceptual framework. The study is mainly an explanatory research and it depends on quantitative data collected through survey using self-administered questionnaire. The survey was conducted on 318 respondents drawn from bank consumers through non-probabilistic convenience sampling. Descriptive statistical analysis was used to summarize respondents’ attitude on celebrity endorsed advertisements and other related variables. Factor analysis was used to extract components from the variable so as to make the data ready for the next analysis i.e. multiple regression analysis, which aimed to examine the effect of celebrity endorsement. The result of the survey reveals that consumers have positive attitude towards the celebrity endorsed advertisements of banking services. And celebrity endorsement measured through the attributes of physical attractiveness, expertise, trustworthiness, and product/celebrity match have positive effect on the consumers’ attitude towards the endorsed brands and on their intention to use the services of the banks. The results suggest that marketers in the industry should consider the use of celebrities in their promotional endeavors so as to grab consumers’ attention for their advertisements but in selecting celebrities they should look for those celebrities who have the right combination of all the attributes | en_US |
| dc.identifier.uri | http://etd.aau.edu.et/handle/123456789/26444 | |
| dc.language.iso | en_US | en_US |
| dc.publisher | Addis Ababa University | en_US |
| dc.subject | Celebrity endorsement | en_US |
| dc.subject | Product Match-up Hypothesis | en_US |
| dc.subject | Source Credibility Model | en_US |
| dc.title | The Effect of Celebrity Endorsement on Consumers’ Attitude and Purchase Intention: The Case of Ethiopian Banking Industry | en_US |
| dc.type | Thesis | en_US |