Influence Of Celebrity Attributes On Consumer Preference For Gsm Services In Onitsha Metropolitan Area Of Anambra State
Celebrity Attributes And Consumer Preference
CHIDUME ANETOH
ANAMBRA STATE UNIVERSITY
Dr. Emmanuel Chidozie Ndubisi
COOU
Kobi Pamela Ikpo
University of Nigeria, Enugu Campus
Dr. Deborah Patience Okoro
University of Nigeria, Enugu Campus
Keywords: Celebrity endorsement attributes, Consumer preference, GSM services, Onitsha
Abstract
The study investigated the influence of celebrity attributes on consumer preference for GSM services in Onitsha metropolitan area of Anambra State of Nigeria. The specific objectives of the study aimed to examine the influences of celebrity credibility, celebrity attractiveness, celebrity expertise, celebrity trustworthiness and celebrity testimony on consumer preference for GSM services in Onitsha metropolitan area of Anambra State. The study adopted a cross sectional survey research design method. Primary data were sourced using the questionnaire for the study. The target population of the study was the users of three selected GSM operators. Cochran’s formula was employed to determine the sample size of three hundred and eighty four. The validation of research instrument was done which ensured the soundness of the research instrument. The reliability of the research instrument was confirmed for internal consistency with an average coefficient value of 0.762 tested using Cronbach alpha correlation. The formulated hypotheses were tested using multiple regression analysis statistical technique at 5% level of significance. The study found that celebrity credibility had a significant and positive influence on consumer preference for GSM services. Celebrity attractiveness was found by the study to have a significant and positive influence on consumer preference for GSM services. The study also discovered that celebrity expertise had a significant and positive influence on consumer preference for GSM services. In addition it was discovered that celebrity trustworthiness had a significant and positive influence on consumer preference for GSM services. The study also found that celebrity testimony had a significant and positive influence on consumer preference for GSM services in Onitsha metropolitan area of Anambra State. The study recommended amongst others that firms using celebrities should always endeavor to produce quality services that will foster trust and believability to both the GSM service providers and their numerous customers. Also, GSM service providers should place adequate check on the celebrities so as to ensure that co-operate images they represent are boasted and sustained in Nigeria.
Author Biographies
Dr. Emmanuel Chidozie Ndubisi, COOU
Emmanuel Chidozie Ndubisi is a Lecturer and an Associate Professor of Marketing
Kobi Pamela Ikpo, University of Nigeria, Enugu Campus
Kobi Pamela Ikpo is a Lecturer, Department of Marketing.
Dr. Deborah Patience Okoro, University of Nigeria, Enugu Campus
Dr. Deborah Patience Okoro is a Lecturer, Department of Marketing.