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| dc.contributor.author | BAAH ENTSIFUL, HANNAH | |
| dc.contributor.author | DAWSON-AHMOAH, EDMUND | |
| dc.contributor.author | MENSAH, PATRICK | |
| dc.date.accessioned | 2013-09-11T10:41:41Z | |
| dc.date.accessioned | 2022-01-18T17:43:11Z | |
| dc.date.available | 2013-09-11T10:41:41Z | |
| dc.date.available | 2022-01-18T17:43:11Z | |
| dc.date.issued | 2013-05 | |
| dc.identifier.uri | http://localhost:8080/xmlui/handle/123456789/263 | |
| dc.description | Advertising has gone through a major face of change over the past century and half, from classical to modern view. Today, marketers are developing strategies using various appeals including sexual, emotional, humor among others (Belch and Belch, 2001). The Motive behind formulating such strategies is to gain high brand exposure, attention, interest, desire and action (Belch and Belch, 2001). These, marketer’s do by employing well known and famous personalities. As stated by McCraken (1989), celebrities tend to create greater effect on the consumers’ buying behavior. McCraken (1989) further states that “celebrity endorsement advertising is a ubiquitous feature of modern marketing”. | en_US |
| dc.description.abstract | This study examines the impact of celebrity endorsement on the purchase decision of student consumers of Glo Ghana’s products by undertaking a case study of a selected University in the Kumasi Metropolis (Christian Service University College). The purpose was to make bare the significance of celebrity endorsement as a marketing communications strategy and how to best utilize this tool for organizational success in today’s competitive telecommunications market. The objectives were to find out whether celebrity endorsements affect consumers’ purchase decisions, to examine the influence of celebrity endorsers as compared with ‘normal people’, to ascertain whether celebrity endorsements are successful in motivating student consumers to purchase telecommunication products and to analyze and conclude whether celebrities do influence student consumers’ decision to purchase. | en_US |
| dc.subject | CELEBRITY | en_US |
| dc.subject | ENDORSEMENTS | en_US |
| dc.subject | STUDENT PURCHASE | en_US |
| dc.title | GLO GHANA’S CELEBRITY ENDORSEMENTS AND STUDENT PURCHASE | en_US |
| dc.title.alternative | CASE STUDY OF CHRISTIAN SERVICE UNIVERSITY COLLEGE | en_US |
| dc.type | Thesis | en_US |
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Business Administration -ST
Business Administration -ST