CELEBRITY ENDORSEMENT AND SALES PERFORMANCE OF TELECOMMUNICATION FIRMS IN PORT-HARCOURT.
Keywords:
Corporate Responsiveness, Customer Satisfaction, Perceived Quality And Perceived Value.Abstract
It is pertinent for firms who want to engage celebrities to endorse their products or services to look out for certain attributes in celebrities before using them for their adverts, because certain attributes could determine the effectiveness of the campaign. The study aims to investigate the relationship between celebrity endorsement and sales performance of telecommunication firms in Port-Harcourt. The dimension of this study is celebrity expertise while the measures are new customers acquired and timeliness. This study adopted cross-sectional survey research design. The population consisted of the four telecommunication companies in Port-Harcourt, which are MTN Nigeria, GLOBACOM, AIRTEL, and 9MOBILE. Data was collected using a self-administered structured questionnaire and validated for the study. Cronbach’s Alpha reliability for major constructs ranged between 0.70 and 0.92. This study adopted the quantitative method of data analysis which means that the gathered data from the retrieved research questionnaire was analysed statistically and in three phases’namely descriptive analysis, univariate analysis and bivariate analysis.HHH The findings revealed that celebrity endorsement has a significant relationship with sales performance of telecommunication firms in Port-Harcourt. In view of the foregoing, we recommend that telecommunication companies should adopt effective celebrity endorsement policies and ensure that they take the expertise of the ambassadors very seriously.
