Evaluation Of Celebrity Endorsement And Indomie Patronage Among Undergraduates (A Case Study Of Novena Student)
Evaluation Of Celebrity Endorsement And Indomie Patronage Among Undergraduates (A Case Study Of Novena Student)
Abstract
This study was carried out to examine celebrity endorsement and Indomie patronage among undergraduates using Novena student as a case study. The study specifically was aimed to examine determine whether there is a significant relationship between celebrity endorsement ad customer patronage, find out whether celebrity endorsement influences students preference of Indomie brand over alternatives, find out whether public trustworthiness of the endorsed celebrity influences students patronage of Indomie brand, and ascertain the nexus between celebrity congruence and students brand preference of Indomie. The survey design was adopted and the simple random sampling techniques were employed in this study. The population size comprised of undergraduates of Novena University. In determining the sample size, the researcher conveniently selected 160 respondents and 141 were validated. Self-constructed and validated questionnaire was used for data collection. The collected and validated questionnaires were analyzed using frequency tables, while the hypotheses were tested using Pearson correlation statistical tool, SPSS v23. The result of the findings reveals that there is a significant relationship between celebrity endorsement ad customer patronage. The study also revealed that celebrity endorsement influences students preference of Indomie brand over alternatives. Therefore, it is recommended that Indomie goods companies in Novena University should advertise their products using only well-known celebrities that are credible, trustworthy, knowledgeable and whose physical appearances match with the products that are being promoted. To mention but a few.
Table of Content
- Title Page
- Certification
- Dedication
- Acknowledgement
- Table of Content
- List of Tables
- Abstract
Chapter One:
Introduction
- 1.1 Background of the Study
- 1.2 Statement of the Problem
- 1.3 Objective of the Study
- 1.4 Research Questions
- 1.5 Research Hypothesis
- 1.6 Significance of the Study
- 1.7 Scope of the Study
- 1.8 Limitation of the Study
- 1.9 Definition of Terms
- 1.10 Organisations of the Study
Chapter Two:
Review of Literature
- 2.1 Conceptual Framework
- 2.2 Theoretical Framework
- 2.3 Empirical Review
Chapter Three:
Research Methodology
- 3.1 Research Design
- 3.2 Population of the Study
- 3.3 Sample Size Determination
- 3.4 Sample Size Selection Technique and Procedure
- 3.5 Research Instrument and Administration
- 3.6 Method of Data Collection
- 3.7 Method of Data Analysis
- 3.8 Validity of the Study
- 3.9 Reliability of the Study
- 3.10 Ethical Consideration
Chapter Four:
Data Presentation and Analysis
- 4.1 Data Presentation
- 4.2 Analysis of Data
- 4.3 Answering Research Questions
- 4.4 Test of Hypotheses
Chapter Five:
Summary, Conclusion and Recommendation
- 5.1 Summary
- 5.2 Conclusion
- 5.3 Recommendation
- References
- APPENDIX
- QUESTIONNAIRE
Chapter One
Introduction
1.1 Background of the Study
The desire to have an edge in competitions has compelled brand owners in Nigeria to rethink their marketing strategies and practices by embracing innovative ways to create, enhance a distinctive image in the minds of their target market. Brand standing and differentiation have become some spheres of competition for market share as brands continue to engage in activities to attract and keep customers across segments of the market. In recent years, the concept of brand association as a veritable means to understanding customer preference and building valuable brand appears to be the preoccupation of most brand managers. Aarker (2000) defines Brand Association as anything that the memory can associate with a particular brand. While agreeing with this definition, Brown (2005) opined that brand association also entails notions of quality and characteristics of a product.
The positions above agree that in today’s highly complex market environment and the reality of reducing consumers’ shopping time and money, product image is everything (James, 2004). Once a brand can create and maintain a unique image, often through association with distinct attributes like greater quality, credibility, and respectability, then getting customers to choose the brand over the competitors becomes a lot easier (Aarker, 2000). Organizations have focused more on four key elements of brand association to create and maintain a desired image for their brand. These elements are product/service quality, celebrity endorsements, corporate sponsorship of events and social responsibility (Michael, 2007).
Celebrities are influential media figures who are seen as part of social elites and engage in public relations (Hu, Parsa & Self, 2010). People often believe that objects that are owned or touched by celebrities are valuable and are willing to pay high amounts to possess them even when those objects are mere artifacts (Newman & Bloom, 2013). This is because, celebrities are often revered, respected and are seen as role models, especially by young adults who copy the personalities of such celebrities to enhance their self-worth (Boon & Lomore, 2001). Therefore, celebrities are wellregarded and inspirational figures who wield great influence on the society and command large number of followers and admirers. Hence, they are perceived, especially by young adults, as classic examples of great achievers.
Despite the huge cost of securing celebrity endorsers, celebrity endorsement has become a common practice in marketing promotion and advertising campaigns (Choi & Rifon, 2012). Many empirical studies (For example, Choi and Rifon (2012), Ibok (2013), Koernigand Boyd (2009), Nnamochaand Chukundah 2018 and ZorBari-Nwitambu and Kalu (2017))have also considered the effect of celebrity advertising and endorsement on consumer buying behaviour both in Nigeria and other countries. These studies generally suggest that the use of celebrities to endorse a product or brand is a persuasive way of influencing customer purchase intensions and patronage.
1.2 Statement of Problem
Celebrities endorsement has been one of the main advertising strategies to persuade and get sales. In a study conducted by Hsinkuang, Huery, Shih and Yi (2011) show that consumers show greater recall of products that have been endorsed by celebrities regardless of whether they are actual fans or not. The human brain recognizes celebrities quicker to how it recognizes people we actually know (Okoli, 2016). They added that if consumers happen to be fans, they place a higher value on products that celebrities are endorsing it is as if they are receiving advice from a valued friend. Also, critics have identified the use of celebrities vouching for or promoting products, brands as deceptive form of marketing as some consumers may consume product or use a brand because its sport lord has been used to advertise it.
Although, lots of studies have been conducted on the use of celebrities but most of them are conducted in abroad which there findings cannot be replicated in Nigeria even where they exist they often focus on brands generally, unlike this study that focus only on celebrity endorsement and indomie patronage among undergraduates using Novena student as a case study. It is against this backdrop that the study investigates celebrity endorsement and indomie patronage among undergraduates using Novena student as a case study.
1.3 Objectives of the Study
Although, the primary objectives of the study is evaluate celebrity endorsement and Indomie patronage among undergraduates using Novena student as a case study. Other specific objectives are:
- Determine whether there is a significant relationship between celebrity endorsement ad customer patronage.
- Find out whether celebrity endorsement influences students preference of Indomie brand over alternatives.
- Find out whether public trustworthiness of the endorsed celebrity influences students patronage of Indomie brand.
- Ascertain the nexus between celebrity congruence and students brand preference of Indomie.
1.4 Research Questions
- Is there a significant relationship between celebrity endorsement ad customer patronage?
- Does celebrity endorsement influences students preference of Indomie brand over alternatives?
- Does public trustworthiness of the endorsed celebrity influences students patronage of Indomie brand?
- Is there any nexus between celebrity congruence and students brand preference of Indomie?
1.5 Research Hypotheses
- Ho: There is no significant relationship between celebrity endorsement ad customer patronage.
- Ha: There is a significant relationship between celebrity endorsement ad customer patronage.
1.6 Significance of Study
This research finding will contribute significantly to the existing body of knowledge in the area of mass communication, advertising and marketing in general.
The advertisers will through this study realized and understand the true impact of various strategies particularly the use of celebrities in promoting their brands, products and other services especially in the era of competing brands. Also, the kind of music and celebrities use contribute significantly to motivate customers.
Media such as radio, television, digital platforms including advertising agencies may gain from this study as it will uncover what consumers wants and how they want it in order to design an appeal and strategies to gain more audience to their clients
All government and other stakeholder that are saddled with the responsibility of ensuring fair and suitable commercial may equally benefit from this study as it serves as an eye opening by monitoring the kind of celebrities, models, lyrics and other strategies and appeal combine in other to prevent obscene, respect for the mirror and religion among others by enforcing truthfulness, fairness and non- deceit campaign that may persuade or lure audience to buy less quality products as critics once said model use in advert is more of deceit.
Researchers from advertising, marketing, mass communication and other related field may who may be interested in conducting similar or related one shall find this study relevant as it offers them empirical opportunity to see what has been done while it will serve as a reference materials for them, thus fill some gaps in musical advertising and how it works especially in this era where music is gaining more momentum in the society.
1.7 Scope of the Study
The research which examines celebrity endorsement and Indomie patronage among undergraduates using Novena student as a case study. Novena students due to the proximity of the institution to the researcher. The brand (is picked because it is one of the most obvious brands that use lots of celebrities to promote its brand) while Novena students were also selected because they often expose to Indomie brand ambassadors at different shows.
1.8 Limitations of the Study
This research project, like all human endeavors, had some challenges that threatened to derail the study’s completion. One of the reasons is that the time allotted for this work was so limited that the researcher did not have enough time to complete the task thoroughly. During data collection, the researcher also had to put forth extra effort to understand the respondents’ interview schedules, several of whom fell into the incomprehensible age group. Also, there were financial and transportation constraints to deal with. Insufficient funds tend to impede the efficiency of the researcher in sourcing the relevant materials, literature, or information and in the process of data collection (internet, questionnaire, interview).
1.9 Definition of Terms
Celebrity:
They are star or role used in adverting products or services, it could be television stars, actors actresses, sport figures or entertainers whose appearance in the advertisement of such goods or services sustains the interest of his /her audience on the goods or services so advertised.
1.10 Organization of the Studies
The study is categorized into five chapters. The first chapter presents the background of the study, statement of the problem, objective of the study, research questions and hypothesis, the significance of the study, scope/limitations of the study, and definition of terms. The chapter two covers the review of literature with emphasis on conceptual framework, theoretical framework, and empirical review. Likewise, the chapter three which is the research methodology, specifically covers the research design, population of the study, sample size determination, sample size, and selection technique and procedure, research instrument and administration, method of data collection, method of data analysis, validity and reliability of the study, and ethical consideration. The second to last chapter being the chapter four presents the data presentation and analysis, while the last chapter(chapter five) contains the summary, conclusion and recommendation.
Chapter Five
Summary, Conclusions and Recommendations:
5.1 Introduction
This chapter summarizes the findings to examine celebrity endorsement and Indomie patronage among undergraduates using Novena student as a case study. The chapter consists of summary of the study, conclusions, and recommendations.
5.2 Summary of the Study
In this study, our focus was to examine celebrity endorsement and Indomie patronage among undergraduates using Novena student as a case study. The study specifically was aimed to determine whether there is a significant relationship between celebrity endorsement ad customer patronage, find out whether celebrity endorsement influences students preference of Indomie brand over alternatives, find out whether public trustworthiness of the endorsed celebrity influences students patronage of Indomie brand, and ascertain the nexus between celebrity congruence and students brand preference of Indomie.
The study adopted the survey research design and randomly enrolled participants in the study. A total of 141 responses were validated from the enrolled participants where all respondents were undergraduates of Novena University.
5.3 Conclusions
Based on the findings of this study, the researcher made the following conclusion.
- There is a significant relationship between celebrity endorsement ad customer patronage.
- Celebrity endorsement influences students preference of Indomie brand over alternatives.
- Public trustworthiness of the endorsed celebrity influences students patronage of Indomie brand.
- There is a nexus between celebrity congruence and students brand preference of Indomie.
5.4 Recommendations
Based on the findings of the study, the following recommendations are proffered.
- The study recommends that Indomie goods companies in Novena University should advertise their products using only well-known celebrities that are credible, trustworthy, knowledgeable and whose physical appearances match with the products that are being promoted.
- Companies should ensure that their products are of high quality before asking celebrities to endorse their products. A product of poor quality would undermine the essence of paying a lot for celebrity endorsement.
- Celebrities are image representatives of their firms and there should be adequate monitoring to ensure that cooperate image they represent are boasted.
- Companies must be cautious of the celebrities they select to help advertise their products. Despite the admirable qualities which the members of the public notice with the personality, advertisers should probe into the private life of the celebrity to ensure that the celebrity is actually qualified for use both physically and morally.
How To Get The Complete Material For “Evaluation Of Celebrity Endorsement And Indomie Patronage Among Undergraduates (A Case Study Of Novena Student)“
The Complete Material Will Be Sent to You in Just 2 Steps
Quick & Simple…
Make Payment (Through Transfer) of ₦5,000 to Any of the Account Below
 |
Acc No: 0811003731 |
| Samphina Academy | |
| Current Account |
 |
Acc No: 1225513212 |
| Samphina Academy | |
| Current Account |
 |
Acc No: 8143831497 |
| Samphina Academy | |
| Digital Account |
Or CLICK HERE To Pay With Debit Card
| FOR STUDENTS OUTSIDE NIGERIA |
| CLICK HERE To Purchase Material ($20) |
| FOR GHANIAN STUDENTS |
| Make Payment of 100 GHS to 0553978005 | Douglas Osabutey | MTN MoMo |
Send the Following Details on WhatsApp ( 08143831497) After Payment
- Payment Details
- TOPIC: Evaluation Of Celebrity Endorsement And Indomie Patronage Among Undergraduates (A Case Study Of Novena Student)
The Complete Material Will Be Sent To You On WhatsApp After Receiving Your Details
T & C Apply
Need a Different Topic? Perform a Quick Search
