The Influence Of Celebrity Endorsement Brand Advertising On Consumer Buying Behavior
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Date
2019-06
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Addis Ababa University
Abstract
Celebrity endorsement is among the important communications medium that has powerful effect on consumers’ behavior. The objectives of this study were to analyze the effect of celebrity endorsement on consumers’ buying behavior in the case of CBE. The sample populations of the study were selected branches from the four districts in Addis Ababa. Quantitative research approach and non-probability convenience sampling had been adopted in selecting a sample size of 400. Data were collected using structured questionnaire and analyzed using SPSS 20 and descriptive and inferential research design was used. The results of the study revealed that celebrity endorsement tools have a relationship with consumer buying behavior of CBE customers. Therefore, It is essential for CBE to pay more attention in increasing their celebrity endorsement activities practice specifically should pay more attention to the activities and means of trustworthiness, since the study results showed a weakness in this activities, in influencing the consumers purchasing decision toward these CBE products. Finally the researcher is recommended to CBE is that the strategic impact of celebrity endorsement is best observed when they are designed or built in strategic plan of promotional activities, coordinated with other promotional tools and integrated with the business strategy.
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Keywords
Celebrity Endorsement, Trustworthiness, Expertise