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THE IMPACT OF CELEBRITY ENDORSEMENT ON CONSUMERS BEHAVIOR IN TELECOMMUNICATION INDUSTRY: CASE STUDY OF AIRTEL AND TIGO

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dc.contributor.author George, Linga
dc.date.accessioned 2020-03-25T11:47:55Z
dc.date.available 2020-03-25T11:47:55Z
dc.date.issued 2014
dc.identifier.uri http://hdl.handle.net/11192/2920
dc.description A Dissertation Submitted in Partial Fulfillment of the Requirements for the Award of the Degree of Master of Science in Marketing Management (MSc-MKT) of Mzumbe University. en_US
dc.description.abstract Today, the use of celebrity endorsement has increased drastically; Firms are investing on celebrity to promote their products. It becomes an integral part of almost every brand’s promotional campaign and a big market trend. TV channel are flooded with advertisement, most of them being celebrity ads. This study aimed at (1) identifying the influence of celebrity on consumer loyalty (2) assessing the essence of celebrity endorsement and its association with consumer’s behaviors and (3) the current perception of consumer and management views about celebrity endorsements. Data has been collected through a Self administered survey questionnaires for which 55 samples were chosen through systematic random sampling technique. Data were analyzed through descriptive statistics and correlation. This research reveals that celebrities have a significant influence on consumer’s loyalty towards endorsed products as the likability, attractiveness, credulity, familiarity and trustworthiness of celebrities can be transferred to the products endorsed the results of which is proved to be of great significant as it help company to influence consumer behavior in remembering company products, enhance product credibility, helps build brand loyalty, ads likability and brand purchasing intention. However, this thesis find out that consumers perceive that celebrity endorsements ads are better than non-celebrities ads the view of which is supported by the management supportive study done in Tigo and Airtel Tanzania in which the findings obtained from the two marketing managers of that case study shows that the reason for selecting celebrities for endorsing products is to use their attractiveness, familiarity and credibility too make their products stands out of the competition and influence consumer purchase intention and loyalty at large. en_US
dc.language.iso en en_US
dc.publisher Mzumbe University en_US
dc.subject Promotional campaign en_US
dc.subject Celebrity endorsement en_US
dc.subject Tigo-Tanzania en_US
dc.subject Consumer’s behaviors en_US
dc.title THE IMPACT OF CELEBRITY ENDORSEMENT ON CONSUMERS BEHAVIOR IN TELECOMMUNICATION INDUSTRY: CASE STUDY OF AIRTEL AND TIGO en_US
dc.type Thesis en_US


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