Celebrity Attractiveness and Brand Association in the Nigeria's Telecommunications Sector
| dc.contributor.author | Fadeyi, Isaac | |
| dc.date.accessioned | 2022-03-25T12:36:06Z | |
| dc.date.available | 2022-03-25T12:36:06Z | |
| dc.date.issued | 2019 | |
| dc.description.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 | en_US |
| dc.identifier.uri | http://dspace.run.edu.ng:8080/jspui/handle/123456789/2083 | |
| dc.language.iso | en | en_US |
| dc.publisher | Novena Journal of Communication | en_US |
| dc.subject | Brand association | en_US |
| dc.subject | Celebrity attractiveness | en_US |
| dc.subject | Multiple celebrity endorsement | en_US |
| dc.subject | Telecommunications sector | en_US |
| dc.title | Celebrity Attractiveness and Brand Association in the Nigeria's Telecommunications Sector | en_US |
| dc.type | Article | en_US |
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