The Effect of Celebrity Endorsement on Consumers’ Purchase Intention: The Case of Commercial Bank of Ethiopia
| dc.contributor.advisor | Ethiopia, Legesse (PhD) | |
| dc.contributor.author | Molla, Beyene | |
| dc.date.accessioned | 2019-10-28T18:14:18Z | |
| dc.date.accessioned | 2023-11-04T09:36:37Z | |
| dc.date.available | 2019-10-28T18:14:18Z | |
| dc.date.available | 2023-11-04T09:36:37Z | |
| dc.date.issued | 2019-05 | |
| dc.description | A Thesis Submitted to Addis Ababa University College of Business and Economics, Graduate Studies in Partial Fulfillment of the Requirements for Degree of Master of Business Administration, Specialization in Management | en_US |
| dc.description.abstract | In modern day marketing, different tools are used to promote the product and make the consumer aware of it. Celebrity endorsement is an advertising strategy whereby companies use people of public recognition as spokespersons for their products. Although a number of related researches have been carried out in different parts of the world, while limited were in Ethiopia. This study aims to address this gap. The target populations for the study were customers‟ of special branches of CBE found in Addis Ababa. All data were collected from customers through a structured questionnaire by convenience sampling (n=305). The study utilized both descriptive statistical analysis and multiple regression analysis using SPSS software. And also correlation analysis was used to identify the relationship among variables. The findings of this research showed that there was positive and statistically significant effect between celebrity endorsement and intention to purchase. The coefficients of the regression equation showed the magnitude and direction of the relationship among independent and dependent variables. This study also forwards recommendations and future studies. | en_US |
| dc.identifier.uri | http://etd.aau.edu.et/handle/123456789/19651 | |
| dc.language.iso | en_US | en_US |
| dc.publisher | Addis Ababa University | en_US |
| dc.subject | Attractiveness | en_US |
| dc.subject | Celebrity Endorsement | en_US |
| dc.subject | Congruence | en_US |
| dc.subject | Consumers purchase intention | en_US |
| dc.title | The Effect of Celebrity Endorsement on Consumers’ Purchase Intention: The Case of Commercial Bank of Ethiopia | en_US |
| dc.type | Thesis | en_US |