Abstract:
Nowadays, celebrity endorsement is used more than ever before in companies’ sales strategies and marketing campaigns. Generally the types of celebrities who are used to endorse products are music artists, movie stars, and also famous athletes and sportsmen.
This study sought to find out the amount of influence that celebrity endorsers have on young consumers of consumer packaged goods. To reach this goal, the study used the quantitative approach to obtain data from respondents who are students of State Experimental Junior High School. Questionnaires were distributed to the Junior High School students.
From the findings of the study, it was deduced that, adolescents have an understanding of who a celebrity is. The researchers also realized that adolescents rated television advertisements on consumer goods featuring Ghanaian celebrities high.
Furthermore, it was revealed that celebrity endorsers do not have the total advantage on the purchasing decisions of adolescents.
It was also revealed that the adolescents preferred celebrity endorsers to non celebrity endorsers of Consumer Packaged Goods.
Description:
This introductory chapter provides the reader with an insight into the research area; the researchers will begin by briefly discussing the background to the study and an overview of relevant concepts of celebrity endorsements and their importance in television advertisements. This will lead to the problem and purpose statement and also the research questions which the study will be based on, the scope and significance of the study and an outline of the study.
