The Effects Of Using Celebrity Endorsement In Advertisement On Consumer Buying Preference (The Case Of Ambassador Garment And Trade Plc)
| dc.contributor.advisor | Andualem, Getie(PhD) | |
| dc.contributor.author | Asrat, Surafel | |
| dc.date.accessioned | 2019-11-08T08:23:41Z | |
| dc.date.accessioned | 2023-11-04T14:08:21Z | |
| dc.date.available | 2019-11-08T08:23:41Z | |
| dc.date.available | 2023-11-04T14:08:21Z | |
| dc.date.issued | 2019-06 | |
| dc.description.abstract | This study was intended to examine the effect of celebrity endorsement in consumers’ buying preference and for measuring the results Ambassador Garment and Trade PLC was selected. The study used Ohanian’s source credibility model (Trustworthiness, Expertise and Physical attractiveness) and Product Match Up Hypothesis (Celebrity-Brand fit) to formulate the conceptual framework. It followed explanatory research design and applied a quantitative type of research approach to collect the necessary data. From the 385 distributed questionnaires, 345 valid responses were collected from both customers and not customers of Ambassador Garment and Trade PLC. The data were analysed using descriptive statistical analysis (mean, standard deviation) and inferential statistical analysis like correlation and multiple regressions. The result of the survey reveals that trustworthiness, physical attractiveness and celebrity-brand fit have a positive impact on consumers’ buying preference. But expertise level of the celerity has no impact on the dependent variable. In general, the result of the research shows that celebrity endorsement has a significant impact on consumers’ buying preference. Finally, the research suggests that the company should give a great emphasis on celebrity-brand fit but to not care much for expertise level of celebrities. | en_US |
| dc.identifier.uri | http://etd.aau.edu.et/handle/123456789/20043 | |
| dc.language.iso | en_US | en_US |
| dc.publisher | Addis Ababa University | en_US |
| dc.subject | Celebrity-Endorsement | en_US |
| dc.subject | Source-Credibility | en_US |
| dc.subject | Product-Match-Up-Hypothesis | en_US |
| dc.title | The Effects Of Using Celebrity Endorsement In Advertisement On Consumer Buying Preference (The Case Of Ambassador Garment And Trade Plc) | en_US |
| dc.type | Thesis | en_US |