THE EFFECTIVENESS OF CELEBRITY ENDORSEMENT ON PURCHASING: A STUDY AMONG UNIVERSITY OF GHANA STUDENTS
Celebrities from sports or movies make an impact in advertising. This study uncovers the effectiveness of celebrity endorsements on purchasing with specific objectives set to examine the impact of celebrity endorsement on the buying decisions of students and to identify factors that influence effect...
| Main Author: | |
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| Format: | Dissertation (University of Nottingham only) |
| Language: | English |
| Published: |
2016
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| Online Access: | https://eprints.nottingham.ac.uk/36136/ |
| _version_ | 1848795230690607104 |
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| author | CHIMSAH, MILLICENT SAMIRAH |
| author_facet | CHIMSAH, MILLICENT SAMIRAH |
| author_sort | CHIMSAH, MILLICENT SAMIRAH |
| building | Nottingham Research Data Repository |
| collection | Online Access |
| description | Celebrities from sports or movies make an impact in advertising. This study uncovers the effectiveness of celebrity endorsements on purchasing with specific objectives set to examine the impact of celebrity endorsement on the buying decisions of students and to identify factors that influence effectiveness of celebrity endorsements. A total of 14 students were sampled from the Psychology Department of University of Ghana using the convenience sampling technique. The study employed a qualitative approach, which was conducted through the use of interviews. Thematic analysis revealed three major themes, which were: perceived reasons why celebrities are used for endorsements, qualities of celebrities’ endorsers and effectiveness versus ineffectiveness. It was found that some of the participants do not watch television and do not like celebrities in advertisements. On this basis, analysis was done recommendations are discussed. |
| first_indexed | 2025-11-14T19:28:47Z |
| format | Dissertation (University of Nottingham only) |
| id | nottingham-36136 |
| institution | University of Nottingham Malaysia Campus |
| institution_category | Local University |
| language | English |
| last_indexed | 2025-11-14T19:28:47Z |
| publishDate | 2016 |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | nottingham-361362021-06-25T06:52:08Z https://eprints.nottingham.ac.uk/36136/ THE EFFECTIVENESS OF CELEBRITY ENDORSEMENT ON PURCHASING: A STUDY AMONG UNIVERSITY OF GHANA STUDENTS CHIMSAH, MILLICENT SAMIRAH Celebrities from sports or movies make an impact in advertising. This study uncovers the effectiveness of celebrity endorsements on purchasing with specific objectives set to examine the impact of celebrity endorsement on the buying decisions of students and to identify factors that influence effectiveness of celebrity endorsements. A total of 14 students were sampled from the Psychology Department of University of Ghana using the convenience sampling technique. The study employed a qualitative approach, which was conducted through the use of interviews. Thematic analysis revealed three major themes, which were: perceived reasons why celebrities are used for endorsements, qualities of celebrities’ endorsers and effectiveness versus ineffectiveness. It was found that some of the participants do not watch television and do not like celebrities in advertisements. On this basis, analysis was done recommendations are discussed. 2016-08-31 Dissertation (University of Nottingham only) NonPeerReviewed text/plain en https://eprints.nottingham.ac.uk/36136/1/MILLICENT%20SAMIRAH%20CHIMSAH%20MSc%20MANAGEMENT.docx CHIMSAH, MILLICENT SAMIRAH (2016) THE EFFECTIVENESS OF CELEBRITY ENDORSEMENT ON PURCHASING: A STUDY AMONG UNIVERSITY OF GHANA STUDENTS. [Dissertation (University of Nottingham only)] |
| spellingShingle | CHIMSAH, MILLICENT SAMIRAH THE EFFECTIVENESS OF CELEBRITY ENDORSEMENT ON PURCHASING: A STUDY AMONG UNIVERSITY OF GHANA STUDENTS |
| title | THE EFFECTIVENESS OF CELEBRITY ENDORSEMENT ON PURCHASING: A STUDY AMONG UNIVERSITY OF GHANA STUDENTS |
| title_full | THE EFFECTIVENESS OF CELEBRITY ENDORSEMENT ON PURCHASING: A STUDY AMONG UNIVERSITY OF GHANA STUDENTS |
| title_fullStr | THE EFFECTIVENESS OF CELEBRITY ENDORSEMENT ON PURCHASING: A STUDY AMONG UNIVERSITY OF GHANA STUDENTS |
| title_full_unstemmed | THE EFFECTIVENESS OF CELEBRITY ENDORSEMENT ON PURCHASING: A STUDY AMONG UNIVERSITY OF GHANA STUDENTS |
| title_short | THE EFFECTIVENESS OF CELEBRITY ENDORSEMENT ON PURCHASING: A STUDY AMONG UNIVERSITY OF GHANA STUDENTS |
| title_sort | effectiveness of celebrity endorsement on purchasing: a study among university of ghana students |
| url | https://eprints.nottingham.ac.uk/36136/ |