Assessment Of Celebrity Endorsement On Consumer Behaviour In Yenagoa Metropolis

Table of Content

Chapter One

Introduction

• 1.1 Background of the Study
• 1.2 Statement of the Problem
• 1.3 Objectives of the Study
• 1.4 Research Questions
• 1.5 Research Hypotheses
• 1.6 Significance of the Study
• 1.7 Scope and Limitations of the Study
• 1.8 Definition of Key Terms

Chapter Two

Literature Review

• 2.0 Introduction
• 2.1 Conceptual Review
• 2.1.1 Overview of Celebrity Endorsement
• 2.1.2 Consumer Behaviour Theories
• 2.1.3 Celebrity Endorsement and Consumer Decision-Making Process
• 2.2 Theoretical Framework
• 2.2.1 Source Credibility Theory
• 2.2.2 Meaning Transfer Model
• 2.2.3 Elaboration Likelihood Model
• 2.3 Empirical Review
• 2.3.1 Studies on Celebrity Endorsement Impact
• 2.3.2 Studies on Consumer Behaviour
• 2.3.3 Studies on Celebrity Endorsement in Nigeria
• 2.4 Summary of Literature Review

Chapter Three

Research Methodology

• 3.0 Introduction
• 3.1 Research Design
• 3.2 Study Area
• 3.3 Population of the Study
• 3.4 Sample Size and Sampling Techniques
• 3.5 Data Collection Methods
• 3.6 Research Instrument
• 3.7 Validity and Reliability of the Instrument
• 3.8 Method of Data Analysis
• 3.9 Ethical Considerations

Chapter Four

Data Analysis and Interpretation

• 4.0 Introduction
• 4.1 Analysis of Demographic Information
• 4.2 Analysis of Research Questions
• 4.3 Test of Hypotheses
• 4.4 Discussion of Findings

Chapter Five

Summary, Conclusion and Recommendation

• 5.1 Summary
• 5.2 Conclusion
• 5.3 Recommendations
• References
• Appendix
• Questionnaire

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