The Effect of Personality (Brand Ambassadors) on Advertisement and Consumers Purchase Intentions in the Telecommunication Industry

The Effect of Personality (Brand Ambassadors) on Advertisement and Consumers Purchase Intentions in the Telecommunication Industry

Opoku Boadi Portia (Harbin Institute of Technology, School of Management, Harbin, China), Guoxin Li (Harbin Institute of Technology, School of Management, Harbin, China) and Antwi Philip (Harbin Institute of Technology, School of Municipal and Environmental Engineering, Harbin, China)
DOI: 10.4018/IJCRMM.2017100101
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Abstract

Celebrity advertisement is a popular method adopted by companies, and NGO's to increase the awareness of their product or service, sales and profit margin. The notion behind this strategy is that consumers and the general public usually endorse the lifestyle and personality of these celebrities. To this effect they tend to patronize the goods and services endorsed by such celebrities. The advertising literature does not mention much about these celebrity advertisement, therefore this research will bridge the gap by empirically testing to find out if celebrities have any influence on such advertisements and if they influence consumers purchase intentions. A self-administered questionnaire was distributed to 290 Ghanaians, using Glo Mobile Ghana Ltd as a case study. After analyzing the data received, the findings affirmed that celebrity advertisement does not always have a positive influence on products and consumers' purchase intentions. Conclusions and managerial implications are discussed
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Review Of Literature And Hypotheses

This section discusses the framework in finding out what motivates consumers’ purchase intentions in relation to brand ambassadors. Farrell et al., in their research asserted that celebrity advertisers play an outstanding role that cannot be overlooked (Farrell, Karels, Montfort, & McClatchey, 2000).

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