Data on customer perceptions on the role of celebrity endorsement on brand preference

Ibidunni, Ayodotun Stephen and Olokundun, Maxwell and Ibidunni, O.M and Borishade, Taiye and Falola, Hezekiah Olubusayo and Salau, Odunayo Paul and Amaihian, A.B and Peter, F. (2018) Data on customer perceptions on the role of celebrity endorsement on brand preference. Data in Brief, 18. ISSN 2352-340

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Abstract

This research presents data on the effect of celebrity endorsement on consumers’ brand preference. Copies of structured questionnaire were administered to 384 customers of telecommunication industry. Using descriptive, correlation and regression statistical analysis, the data revealed that celebrity image has an effect on consumer brand loyalty, celebrity trustworthiness has an influence on consumer brand association. More so, the relationship between celebrity expertise and perceived quality of the product was established

Item Type: Article
Subjects: H Social Sciences > H Social Sciences (General)
Depositing User: Mr DIGITAL CONTENT CREATOR LMU
Date Deposited: 19 Sep 2019 12:00
Last Modified: 19 Sep 2019 12:00
URI: https://eprints.lmu.edu.ng/id/eprint/2290

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