Celebrity Attractiveness and Brand Association in the Nigeria's Telecommunications Sector
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Date
2019
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Publisher
Novena Journal of Communication
Abstract
This study focused on the effects of celebrity attractiveness on brand association in the Nigerian telecommunications sector. Cross-sectional survey research design was used. The population of the study consisted of 160,520,993 telecommunications subscribers as at August, 2018. A sample size of 1,200 was drawn, using Krejcie and Morgan formula. A validated questionnaire was used to collect data. Data were analysed using Pearson's Product Moment Correlation and Analysis of Variance (ANOVA).The findings showed that customers' perception of celebrity attractiveness had a positive moderate significant relationship with their brand association to a telecom service provider (r =0.637, p
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Keywords
Brand association, Celebrity attractiveness, Multiple celebrity endorsement, Telecommunications sector