CHAPTER ONE

INTRODUCTION

1.1 BACKGROUND OF STUDY

Marketers spend a lot of money annually on celebrity endorsement contracts based on the

belief that celebrities are effective spokespeople for their products or brands (Katyal,

2007).

Celebrity endorsement however, is defined as “any individual who enjoys public

recognition and who uses this recognition on behalf of a consumer good by appearing

with it in an advertisement” (McCraken, 1989). Celebrity are very famous and in some

cases act as role models who influence the consumer’s attention by creating and

differentiating the product’s image and also by generating sales and profits.

Celebrity endorsements are increasingly being employed across various industries

regardless of the product type in Ghana. For instance as their penetration strategy in

Ghana, Globacom Telecommunications Limited, operators of Glo Mobile in July 2009

signed on 17 Ghanaian celebrities ranging from musicians, movie stars and soccer stars as

its brand ambassadors. Movie actors like Nadia Buari, Van Vicker and Jackie Appiah, as

well as Junior Agogo (Footballer), Gyedu Blay Ambolley, Reggie Rockstone, VIP,

Kwabena Kwabena, Becca etc. (all musicians) reportedly signed between GH¢50, 000

and GH¢ 100,000 for the one year contract that has become the biggest of its kind in

Ghana (Osafo-Nkansah, 2010).

This focus has brought to light celebrities’ abilities to connect with consumers and the

general public, causing businesses to capitalize on this recognition as a means of reaching

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target groups of products (Ayuk and Nyaseda, 2008). Celebrity endorsements are meant

to play the role of a signaling strategy (Mustafa, 2005). Also According to Reynolds

(2000) celebrity endorsement can give a brand a touch of glamour. In spite of the above

advantages, marketers and brand strategists always have to weigh the potential risks

versus the potential rewards as celebrity endorsements are always a high-risk, high-

reward situation and there is always a human element that you might not know about

(Miller 1994).

1.2 PROBLEM STATEMENT

Celebrities in Ghana are selected for promoting a particular brand because of their

potential to create brand awareness amongst consumers and also increase sales of the

product endorsed. In spite of the numerous challenges associated with this mode of

marketing, celebrities have helped promote products globally; the question is will it work

in Ghana? Would celebrities in Ghana have the same influence as those in other parts of

the world? What makes this research interesting is that it enables us to understand the

celebrity endorsement process from a Ghanaian consumer’s point of view. Considering

the fact that, not much work has been done about celebrities in Ghana.

1.3 SIGNIFICANCE OF THE RESEARCH

Various companies are signing deals with celebrities with the hope that by using

celebrities they can accomplish a unique and relevant position for their brands in the

minds of the consumer (Temperly and Tangen, 2006). Celebrity endorsement is viewed

as a multi-million dollar industry in today’s era (Kambitsis, 2001), as companies and

marketers spend enormous amount of money on celebrity brand endorsement in their

advertising and brand promotions yearly. This concept of celebrity brand/product

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endorsement is heavily documented in academic literature, but what makes this research

interesting is that it enables us to understand the celebrity endorsement process from a

Ghanaian consumer’s point of view and its effect on the Ghanaian consumer’s purchase

decision. Not much work has been seen in the Ghanaian light despite the fact of it being

perceived as a potential market for celebrity endorsed products in the Sub Sahara Africa.

Thus, this research undertaken on celebrity endorsement will be useful to both academic

and professional platform, as it looks into the effect of celebrity brand endorsement on

consumers in Ghana, providing theory for scholarly and directives for managers and

professionals.

1.4 OBJECTIVES

To determine whether consumers acknowledge the presence of celebrity

endorsement in the consumer brands in Ghana

To determine how consumers associate with celebrities in Ghana

To determine whether consumers in Ghana buy a product because celebrity has

endorsed it

To determine what consumers think should influence the choice of a celebrity for

a product in Ghana

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1.5 RESEARCH QUESTION

1. Do consumers acknowledge the presence of celebrity endorsement in the

consumer brands in Ghana?

2. How do consumers associate with celebrities in Ghana?

3. Do consumers in Ghana buy a product because celebrity has endorsed it?

4. What do consumers think should influence the choice of a celebrity for a product

in Ghana?

1.6 SYNOPSIS OF THE CHAPTERS

The framework of this piece of study has been structured to gain insights into the above

purpose and thus includes Five (5) chapters namely the Literature review, Methodology,

Analysis and Discussion, Conclusion, Limitations, Managerial implications and Future

research. A brief outline of each of them is given below:

Chapter two (2) looked at the literature review which relates to the study of the previous

secondary data available on this topic. This chapter primarily includes what celebrity

endorsement is all about; the merits and demerits associated with it, the effectiveness of

celebrity versus non-celebrity endorsements, multiple celebrity endorsements and the four

most important models pertaining to choosing the ‘right’ celebrity which constitute the

central part of this research.

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Chapter three (3) establishes the method to be adopted to carry out this study and thus it

talks about the appropriateness of quantitative research as compared to the usage of

qualitative approach for this particular research. Also the use of survey has been reasoned

in this chapter. Apart from this the criterion for the selection of the sample size is

disclosed.

Chapter four (4) reveals the analysis and interpretation of the responses which were

collected during the interviews. A wide range of sub-topics under this theme has been

touched upon; some of the results are consistent with the literature review and some

opposing.

Chapter five (5) relates to the recommendation and final conclusion where all the findings

from the research have been summarized.

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CHAPTER TWO

LITERATURE REVIEW

2.1 INTRODUCTION

Various companies are signing deals with celebrities in the hope that by using celebrities

they can accomplish a unique and relevant position in the minds of the consumers.

(Temperley and Tangen, 2006). “Traditional celebrity endorsements are as well

established as the concept of celebrity itself” (Anonymous, 2007). Celebrities influence

on consumers appears to be larger than ever before (Alperstein 1991). When used

effectively celebrity endorsers have the potential of serving a valuable role in enhancing a

brand’s competitive position and developing brand equity (Till, 1998). Schikel (1985)

highlights the subtle yet intense impact of celebrities on everyday thinking and living.

Defined as ‘intimacy at a distance’, it is seen that individuals have a tendency to form

illusions of an interpersonal relationship with celebrities (Horton and Wohl, 1956).

McCraken, (1989) defined celebrity endorsement as a person who enjoys public

recognition from a large share of a certain group of people and uses this recognition on

behalf of a consumer good by appearing with it in advertisements. They are usually

known to the public for their accomplishments in areas other than the product endorsed

by them (Friedman and Friedman, 1979). This stands true for classic forms of celebrities

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such as actors like Angelina Jolie for UNICEF, Sports athletes like Usain Bolts for Nike

etc.

In countries like India, it is not difficult to find motives for the increasing use of

celebrities in advertisements as Indians have always been in awe of the stars of the

celluloid world. Unlike the foreign counterparts, they have always consecrated them and

placed a halo behind their heads implying that their celebrities could do no wrong

(Anonymous, 2001). Indeed, some people are seen to admire, imitate, and become

besotted with their favorite celebrities, which forms the crux for the celebrity

endorsement being quite a sought after advertisement technique (McCutcheon et. al

2003).

Today celebrity endorsement is being seen more and more as an integral part in an

integrated marketing communication strategy. Hamish and Pringle (2004) suggest 3

macro factors present in the market today that in principal justifies the validity of

celebrity endorsement as a promotional strategy. The first factor is the increasing

opportunity for interactivity between brands and their consumers. Second is the “era of

consent” situation present today where consumers have more control over the messages

they receive. And lastly is the increasing media fragmentation and commercial

communication clutter (Temperley and Tangen, 2006). Pappas (1999) examined the value

of star power in an endorsement and pointed towards how a well-designed advertising

helped celebrities convert their star power into brand equity.

2.2 CELEBRITIES AS A FORM OF INSPIRATIONAL REFERENCE GROUP

From a theoretical perspective, celebrities are considered to be effective endorsers

because of the presence of their symbolic desirable reference group alliance (Soloman

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and Assael, 1987). Assael (1984) suggests that the effectiveness of the celebrity

endorsement is present because of its ability to tap into the consumer’s symbolic union

with its inspirational reference group.

Reference groups among consumers are viewed as being a critical source of brand

meanings as it helps them to evaluate their beliefs about the world particularly with others

who share the same beliefs or are similar on relevant dimensions. Consumers form

associations between reference groups and the brands they use and transfer this meaning

from brand to self and one of the most reliable form of reference group is Celebrity

Endorsers (Escalas and Bettman 2005)

Celebrities are deemed to be referents by consumers, which refers to imaginary or actual

individuals envisioned to have significant bearing on the consumer’s evaluations,

aspirations and behaviour. The power of the celebrities lies in these influences that they

exert on consumers, even though they themselves are physically and socially distant from

an average consumer (Choi and Rifon, 2007).

Consumers have a tendency to form an attachment to any object that reinforces one’s self

identity or desired image, renders feelings of connectedness to a group or to any object

that elicit nostalgia, and perhaps the most vivid example of this form of attachment

maybe found in the consumers preoccupation with the celebrities (O’Mahony and

Meenaghan, 1998).

2.3 CELEBRITY VERSUS NON‐CELEBRITY ENDORSEMENT EFFECTIVENESS

The prevalent utilization of celebrity endorsement in marketing program is not an

accident. Research has found that as compared to the other genre of endorsers such as the

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company manager, typical consumer and the professional expert, by far the celebrities are

the most effective (Seno and Lukas, 2007).

According to Tom et al (1992) results endorsers were more effective in creating a link to

the product than celebrity endorsers based on the classical conditioning paradigm. This

argument was based on the fact that companies had more controlling power over created

endorsers and they build these characters in such a manner that they are fitting with the

brand and target audience and also that these characters were not allowed to endorse more

than one brand. The celebrity endorsers on the other hand had created a persona of their

own over time and the company lacked control over them.

Differences were found in the cognitive responses, but there was no statistically

significant difference in attitudes towards advertising and the intention to purchase the

endorsed brand in the celebrity and non-celebrity endorsed situations (Mehta 1994). On

the contrary Atkin and Block (1983) and Petty et al (1983) found that as compared to the

non-celebrity endorsers, the celebrity endorsers produced more positive attitudes towards

advertising and greater purchase intentions.

McCraken (1989) found that the use of celebrity endorsers stand for an effective way of

transferring meaning to brands as it is believed that celebrity endorsers bring their own

emblematic meaning to the endorsement process and that this cultural meaning residing in

the celebrity is passed on to the product which in turn is passed on to the consumer.

McCraken argued there lays a difference between celebrities and anonymous person as it

is assumed by him that celebrities have the capability of delivering meanings of extra

depth, power and subtlety and also offers a range of lifestyle and personality which

cannot be matched by anonymous people. In the similar vein he continues to prove that

most heavily stereotyped celebrity produces not just single meanings but also

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interconnected multiple meanings indicating that celebrity endorsers are far more

effective than non-celebrity endorsers. In the light of company reports and academic

writing it is safe to argue that celebrity endorsers are more effective than non-celebrity

endorsers in generating desirable income (Erdogan 1999).

2.4 PROS OF CELEBRITY ADVERTISEMENT

Academic researchers have conducted sufficient empirical research to express the benefits

of product endorsement, in addition to the intuitive arguments that rationalize this

practice (Till and Shimp, 1998). It is observed that the presence of a renowned persona

helps in solving the problem of over communication that is becoming more and more

prevalent these days (Kulkarni and Gaulankar, 2005).

The increased consumer power over programmed advertisement has made advertising

more challenging. To ease this threat and to help create and maintain consumer attention

to advertisements celebrity endorsement strategy is seen to be advantageous. Celebrities

have the potential of helping the advertisements stand out from the surrounding clutter,

guiding towards an improved communicative ability by cutting through excess noise in a

communication process (Sherman, 1985). Also one probable solution in the face of

tarnished company image is the hiring of a celebrity to restore it. Celebrity Endorsement

assists in the image polishing of the company’s image (Erdogan, 1999).

A stream of studies identifies the attributes such as trustworthiness, similarity,

likableness, expertise that cause a celebrity to stand as a persuasive source which in turn

creates a sense of certainty, (Mustafa 2005). It is shown by research and experience that

consumers are highly ready to spend, and are more comfortable, when products that relate

to their desired image is endorsed by celebrities as it helps them to take more notice of

celebrity endorsements and improve their level of product recall, (Bowman 2002).

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Another reason for the use of celebrity endorsement is because it has a strong impact on

the learning style and memory which is critical to marketing communication success.

This is because most consumers are not in a purchasing situation when they come into

contact with the brand message. Marketers make use of celebrity endorsements as they

lead to better information storage in the minds of the consumers which can be readily

retrieved when the purchasing situation does arise, (Schultz and Barnes, 1995). All these

lead to the conclusion that celebrity endorsements are likely to have a positive effect on

product choice behaviour (Goldsmith et al, 2000; Mathur et al, 1997).

2.5 CONS OF CELEBRITY ENDORSEMENT

The very first downside of celebrity endorsement is the term ‘Lazy Advertising’ used to

address the extreme usage of celebrities to endorse products, which poses a question on

the validation of success of celebrity endorsement as a prevalent marketing

communication activity (Kulkarni and Gaulankar, 2005). It is believed that using

celebrities can turn out to be an unnecessary risk, unless there appears to be a very logical

relation between the endorser and the product (Beverage Industry, 1989; USA Today,

1995). Celebrity endorsers may now and then become a liability to the brand they endorse

(Till and Shimp, 1998). Negative information and publicity regarding the celebrity is

one risk associated with the use of celebrity endorsers. If the celebrity is strongly

associated with the brand then the impact of the negative publicity will brim over to the

product (Till, 1996). Many companies have been badly affected by the negative publicity

accruing from the celebrity’s misdeeds. One very prominent example is Pepsi which

suffered with three tarnished celebrities - Mike Tyson, Madonna, and Michael Jackson

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(Katyal, 2007). Furthermore, those who choose to use celebrities have no control over the

celebrity’s future behaviour (Till and Shimp, 1998).

Clutter in brand endorsement is very high up these days (Kulkarni and Gaulankar, 2005).

This is due to celebrity greed which leads to a celebrity endorsing many diverse products

(Erdogan, 1999). Overexposure is a common occurrence between highly recognized and

well-liked endorsers and highly competing brands and leads to making the consumer

confused and unable to recall correctly which brand the celebrity stands for (Tripp et.al.,

1994). This not only compromises the value of the celebrity in the eyes of the star’s fans

but also brings to the customers notice the true nature of endorsements which is more

compensation inclined and not so brand or product inclined (Cooper, 1984; Tripp et al.

1994; Graham, 1989). This has been referred to by Solomon et al. (2002) as the “hired

gun” problem, where the spokesperson is perceived as endorsing the product only for the

motive of money. A review by King (1989) found that especially among young people

the perceived credibility of celebrity endorsers has fallen drastically, with 64% believing

that celebrities appeared in the ads only for money.

As Cooper (1984) articulates “the product, not the celebrity, must be the star.”

Overshadowing or better known as the ‘vampire effect’ occurs ‘’when the celebrity

endorser occurs in the presence of multiple other stimuli which all competes to form a

link with the celebrity endorser” (Till, 1996). It is a fairly familiar problem that tends to

‘water out’ the image and association present between the celebrity and the brand being

endorsed and one that leads to lack of clarity for the consumer (Evans, 1998). A universal

concern here is that consumers will fail to notice the brand being promoted because they

are focusing their attention on the celebrity (Erdogan, 1999).

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Two new shortcomings can be seen these days what marketers call Celebrity Trap and

Celebrity Credibility. Celebrity trap is when the task to find substitutes becomes more and

more difficult and thus celebrity becomes an addiction for the marketing team leading to

surfeit of celebrities. Celebrity credibility refers to skepticism by the consumers regarding

the celebrities, because of which brand is bound to be affected, especially when there is

anything negative regarding the celebrity associated with the brand in the news (Kulkarni

and Gaulankar, 2005).

Agrawal and Kamakura (1995) recommend that there are decreasing returns associated

with celebrities in advertising. Also some consumers have termed celebrities to be a

‘puppet’ used by companies implying that they perceive the celebrities to be lying, when

endorsing certain products (Temperley and Tangen, 2006).

2.6 SELECTING THE ‘RIGHT’ CELEBRITY

Shimp (2000) put forward five factors in order of decreasing importance namely, the

celebrity credibility, celebrity and audience match-up, celebrity and brand match up,

celebrity attractiveness, and miscellaneous considerations, which were considered by

advertising executives while making their celebrity-selection decisions. Models and

concepts were constructed by scholars to draw the liaison between celebrities, the brand

they endorsed and the perception of the people related to the two (Khatri, 2006). One of

the earliest models was the Source Credibility Model by Hovland et al. (1953). Apart

from this there were three additional models recognised by Erdogan (1999) which were

the Match-up Hypothesis by Forkan (1980), the Source Attractiveness Model by McGuire

(1985) and the Meaning Transfer Model by McCraken (1989). The following part will

take a closer look at the stated considerations and the associated models.

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2.6.1 THE SOURCE CREDIBILITY MODEL

The effectiveness of a communication is commonly assumed to depend on the one who

delivers the message thus according to Hovland et al., (1953). The expression source

credibility is used commonly to entail the communicator’s positive attributes that affect

the recipient’s acceptance of a message (Ohanian, 1990). Furthermore, the source needs

to be trustworthy, in the nous of believability, honesty and ethics (Belch and Belch,

2001). Information from a credible source such as a celebrity has the power to influence

the opinions, belief, attitude and behaviour through a process called internalisation based

on the assumption that the information from the source is accurate (Belch and Belch,

2001). Internalisation occurs when source influence is accepted by the receiver in terms

of their personal attitude and value structures (Erdogan, 1999).

Source credibility refers to the perception of the source’s expertise, objectivity and

trustworthiness (Ratneshwar and Chaiken, 1991). Over the past 30 years the research

conducted by psychologists demonstrates that a source which is distinguished as highly

credible is likely to be more persuasive than a low credibility sender (Aaker et al. 1992;

Erdogan, 1999; Atkin and Block, 1983). The same is reflected in the source credibility

model, which contends that the effectiveness of a message displayed depends on

perceived level of trustworthiness and expertise in an endorser (Dholakia and Sternthal

1977; Erdogan 1999; Ohanian, 1991; Solomon et al. 1999)

Hovland et al., (1953) partitioned source credibility into expertise and trustworthiness.

Expertise is “the extent to which a communicator is perceived to be a source of valid

assertions” and consists of knowledge, special experience and skills (Shank, 2004).

Expertise of the source should relate to the product that he/she is endorsing (Till and

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Busler, 1998). Speck, Schumann and Thompson (1998) found that as compared to non-

experts, expert celebrities produced higher recall of product information, but the

difference was not statistically significant (Erdogan, 1999).

Trustworthiness is “the degree of confidence in the communicator’s intent to

communicate the assertions he considers most valid and consists of honesty, integrity and

believability ( Hovland et al, 1953). The advertisers by selecting endorsers, who are

widely regarded as honest, believable and dependable, can capitalize on the value of

trustworthiness (Erdogan, 1999). Ohanian, (1990) stated that the message will be more

effective and the receiver more integrated, when the celebrity is perceived to be more

trustworthy.

As source credibility research looks upon the celebrity endorsement process as uni-

dimensional, it fails to provide a well-grounded explanation of important factors. Even

though source credibility is a vital factor in the celebrity selection process, as credibility

has been proved to have direct and significant effect on attitude and behavioral intentions,

it should not be the only criteria that should be taken into consideration while selecting

celebrity endorsers (Erdogan, 1999).

2.6.2 MATCH-UP HYPOTHESIS

Spokesperson-brand congruence match-up entails that the highly relevant characteristics

of the spokesperson are consistent with the highly relevant attributes of the brand (Misra

and Beatty, 1990). According to Kamins (1990) there is a necessity for the existence of a

meaningful relationship between the celebrity, the audience and the product. According to

Evans (1988) in the absence of a distinct and specific relationship between the product

15

and the celebrities, “celebrities suck the life blood of the product dry”, thus emphasize the

danger of the vampire effect.

According to Kahle and Homer (1985), the Match-up Hypothesis of endorser selection

fits well with Social Adaptation theory which implies that the adaptive significance of the

information will determine the impact. Research indicates that advertising a product via a

celebrity leads to a greater celebrity and advertiser believability relative to advertisements

portraying a less fitting product spokesperson image (Kamins and Gupta, 1994; Kotler P.,

1997).

Till and Busler, (1998) explained that even though Micheal Jordon is a an attractive

endorser, his effectiveness as a celebrity endorser is likely to be greater when endorsing

products related to his athletic deftness such as Gatorade or Nike, rather than products

that are unrelated to his athletic performance such as WorldCom Communications.

According to Katyal (2007), there are certain parameters that postulate compatibility

between brand image and the celebrity, which are as follows:

Celebrity physical attractiveness.

Celebrity popularity.

Celebrity credibility.

Celebrity prior endorsements.

Whether celebrity is a brand user.

Celebrity profession

Celebrity’s fit with the brand image.

Celebrity-target audience match 16

Celebrity associated values.

Costs of acquiring the celebrity.

Celebrity-Product matches.

Celebrity controversy risk.

The extensive and persistent use of celebrities in advertising suggests that they are worth

the costs associated with hiring them (Agrawal and Kamakura, 1995). A celebrity’s stamp

of approval can create an emotional bond between the endorser and the consumer, if the

fit is right (Bradley, 1996). A successful and popular endorser has the capability to

increase consumer’s purchase intentions and preference towards brands either directly or

indirectly (Lui et al, 2007). One can always match a celebrity with the wanted image of

the brand but it will not be successful if the target audience does not perceive the fit

(Temperley and Tangen, 2006). Newsom et al. (2000) take the view that there should be

no conflict between any prior promotion campaign endorsed by a celebrity and the

preferred image.

During their careers, successful individuals are elevated to the celebrity status, and

therefore regardless of their actual physical appearance their achieved recognition and

popularity makes these celebrities look attractive to consumers. These celebrities’

accomplishments and fame transform in to credibility and power in the eye of the public

(Choi , 2007). Solomon et al. (1999) refers to the ‘credibility gap’, where the lack of

credibility is aggravated by incidences where celebrities endorse products that they do not

really use, or in some cases do not believe in.

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2.6.3 THE MEANING TRANSFER MODEL

According to McCraken (1989), the previous models discussed above are not capable of

capture the success factors of the endorsement process, hence he proposed the meaning

transfer model as a rich and all-inclusive portrayal of the same, the central premise of

which is that celebrities encodes unique sets of meanings which might be transferable to

the endorsed product, provided the celebrity is used well. Celebrity Endorsement is a

special example of the universal process of meaning transfer which witnesses a

conventional movement of cultural meaning in consumer societies.

Celebrities are known to be full of different meanings in terms of age, gender, personality

and lifestyle. Celebrity endorsers bring their own symbolic meaning to the process of

endorsement. Specially the cultural meanings residing in a celebrity go beyond the person

itself and are passed on to the products. (McCraken, 1989; Brierley, 1995). The model

exemplifies a three-stage process of meaning transfer which involves the creation of the

celebrity image followed by the transfer of meaning from the celebrity to the brand which

again in turn is followed by the transfer of brand image to the customers (Schlecht, 2003).

In the first stage the meanings associated with the famous person moves from the

endorser to the product or the brand, and this meaning is drawn by the celebrity from its

public persona. In the second stage, the creation of product personality takes place as the

meaning is transferred from the endorser to the consumer. This is based on the symbolic

properties conveyed by the endorser. Finally in the last stage which is known as the

consumption process, the brand meaning is attained by the consumer. The consumers who

identify themselves with these symbolic properties the meanings are transferred to them

thereby rendering the process of transfer of the meaning from the celebrity to the

consumer complete. The third stage of the model overtly proves the importance of the

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consumer’s role in the process of endorsing brands with famous people (McCraken,

1989).

Even though this approach is useful in certain rationales, but at the same time it prevents

one from seeing the celebrities who are in fact highly individualized and complex bundles

of cultural meanings (McCraken,1989). McCraken’s model may first seem a merely

theoretical concept, but in truth its applicability to real life was demonstrated by two

studies. The meaning transfer model was found applicable in a study conducted by

Mitchell and Boustani (1992), which tested the model on breakfast cereals. Also

Langmeyer and Langmeyer (1993) rendered it legitimate through its study carried out on

jeans and VCRs which included celebrities like Madonna.

2.7 MULTIPLE CELEBRITY ENDORSEMENTS

One of the first enquiries into the phenomenon called celebrity endorsement was by

Mowen and Brown (1981), where the results of their study underlined the importance of

the advertiser launch an exclusive agreement with a celebrity. Save for exclusivity comes

with a high price tag even though the traditional advertising literature advocates the

importance of an exclusive product contract with a celebrity (Cronin, 2003). This high

value ticket has led to a trend of c ompanies sharing stars. Earlier studies hint at the fact

that in order to erode consumer’s acumen of endorser’s trustworthiness, as well as

advertisement and brand evaluation, by simply knowing that the celebrity is endorsing

multiple products (Tripp et al, 1994).

On the contrary, Hsu and Donald (2002) found that it might be beneficial to endorse a

product with multiple celebrities as it leads to attracting and connecting to the different

and diverse sets of target audience to the product. In fact this strategy of using an

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assortment of celebrities is quite high-flying among sports brands like Nike, Adidas and

Reebok (Temperley and Tangen, 2006).

Erdogan and Baker (1999) had interviewed several advertising agency managers and

reported that the practitioners’ insight indicated that “a brand has a wide range of

consumers and sometimes the use of multiple celebrities is needed to cover the whole

target audience, though it must be made sure that each celebrity’s values reflects core

brand values” (Hsu and Donald, 2002). By using multiple celebrities in collaboration one

can more successfully endorse a specific product. This is evident in the marketing

strategy used by the cosmetic manufacturer L’Oreal who matches its product line

depending on the celebrities and the meanings associated with them (Redenbach, 2005).

Additionally, the boredom which is caused by the presence of a single celebrity can be

reduced with the help of multiple celebrities (Hsu and Donald, 2002).

However, it is also cautioned that multiple celebrities may lead to confusing consumers

about the brand’s identity and that it should be assured that “each and every celebrity

possesses compatible meanings that are sought for brands” (Erdogan and Baker, 1999).

While surfing through the different channels of television one realises that several brands

are being endorsed by some celebrities. For illustration, Amitabh Bachchan is seen to

enact for Pepsi, Cadbury, Dabur, and Nerolac. On the other hand Pepsi has been endorsed

by Sachin Tendulkar, Aamir Khan, Amitabh Bachchan and Rahul Dravid (Khatri, 2006).

2.8 UNDERSTANDING CONSUMER BEHAVIOUR

Consumer behaviour is the study of how people buy, what they buy, when they buy and

why they buy. It blends elements from psychology, sociology, socio-psychology,

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anthropology and economics, (Vivek, J. and Supreet, A., 2008). It attempts to understand

the buyer decision-making process, both individually and in groups. Belch and Belch

(2001) defined consumer behaviour as the process and activities people engage in when

searching for, selecting, purchasing, using, evaluating, and disposing of products and

services so as to satisfy their needs and desires. They again said “for many products and

services, purchase decisions are a result of a long, detailed process that may include an

extensive information search, brand comparisons and evaluations, and other activities”.

The study and knowledge of consumer behaviour helps firms and organizations to

improve their marketing strategies and product offerings. According to Vivek, J. and

Supreet, A., (2008), the following are the important issues that have significant influence

on consumer's psyche and their ability to take decisions:

The psychology of how consumers think, feel, reason, and select between

different alternatives (e.g., brands, products);

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The psychology of how the consumer is influenced by his or her environment

(e.g., culture, family, signs, media);

The behaviour of consumers while shopping or making other marketing decisions;

Limitations in consumer knowledge or information processing abilities influence

decisions and marketing outcome; 

How consumer motivation and decision strategies differ between products that

differ in their level of importance or interest that they entail for the consumer; and

How marketers can adapt and improve their marketing campaigns and marketing

strategies to more effectively reach the consumer.

Their Age, Religion, Culture, Income, informal group and Referent Group.

Understanding these issues helps marketers adapt their strategies by taking the consumer

into consideration.

2.8.1 TRADITIONAL FACTORS AFFECTING CONSUMER DECISION MAKING

There are several factors that affect consumer's decision to purchase a brand and a

product. These factors though at time are not very much visible but they make an impact

and affects sales of a product or brand up to a great extent. Consumer purchases are

influenced strongly by four factors (Engel, 1986):

2.8.1.1 CULTURAL FACTORS

The broadest and most abstract of the external factors that influence consumer behavior is

culture, or the complexity of learned meanings, values, norms, and customs shared by

22

members of a society (Belch and Belch, 2001). According to Engel, 1998, cultural factors

are divided into three sub factors: (i) Culture, (ii) Sub Culture and (iii) Social Class.

(i) Culture: the set of basic values perceptions, wants, and behaviours and

learned by a member of society from family and other important institutions.

Culture is the most basic cause of a person’s wants and bahaviour. Every

group or society has a culture, and cultural influences on buying behavior may

vary greatly from country to country.

(ii) Sub Culture: a group of people with shared value systems based on common

life experiences and situations. Each culture contains smaller sub cultures a

group of people with shared value system based on common life experiences

and situations. Sub culture includes nationalities, religion racial group and

geographic regions.

(iii) Social Class: almost every society has some form of social structure; social

classes are society’s relatively permanent and ordered divisions whose

members share similar values, interests and behavior.

2.8.1.2 SOCIAL FACTORS

A consumer’s behavior is also influenced by social factors, such as Groups, Family, Roles

and status.

Groups: two or more people who interact to accomplish individual or mutual

goals. A person’s behavior is influenced by many small groups. Groups that have

a direct influence and to which a person belongs are called membership groups.

Some are primary groups and includes family, friends, neighbours and co-

workers. Some are secondary groups, which are more formal and have less regular

interaction. This includes organizations like religious groups, professional

association and trade unions etc.

23

Family: family members can strongly influence buyer behavior. The family is the

most important consumer buying organization society and it has been researched

extensively. Marketers are interested in the roles, and influence of the husband,

wife and children on the purchase of different products and services.

Roles and Status: a person belongs to many groups, family, clubs, or

organizations etc. the person’s position in each group can be defined in terms of

both role and status.

2.8.1.3 PERSONAL FACTORS:

This includes Age and Life cycle stage, Occupation, Economic situation, Life style,

personality and Self concept.

Age and Life cycle stage: people change the goods and services they buy over their

lifetime. Taste in food, clothes, furniture, and recreation are often age related.

Buying is also shaped by the stage of the family life cycle.

Occupation: a person’s occupation affects the goods and services bought. Blue

collar workers tend to buy more rugged work clothes, whereas white collar

workers buy more business suits. A company can even specialize in making

products needed by a given occupational group. Thus, computer software

companies will design different products for managers, accountants, engineers,

lawyers and doctors etc.

Economic situation: a person’s economic situation will affect product choice.

Life Style: this is a person’s pattern of living, understanding these forces involve

measuring consumer’s major AIO dimensions i.e. Activities (work, hobbies,

24

shopping, support etc.), Interest (food, fashion, family, recreation etc.) and

Opinions (about themselves, business, products etc.).

Personality and Self concept: each person’s distinct personality influences his or

her buying behavior. Personality refers to the unique psychological characteristics

that lead to relatively consistent and lasting responses to one’s own environment.

2.8.1.4 PSYCHOLOGICAL FACTORS:

The psychological factors include Motivation, Perception, Learning, Beliefs and

Attitudes.

Motivation: motive drives a need that is sufficiently pressing to direct the person

to seek satisfaction of the need.

Perception: The processes by which people select, organize, and interpret

information to form a meaningful picture of the world.

Learning: changes in an individual’s behavior arising from experience.

Beliefs: beliefs are a descriptive thought that a person holds about something.

Attitude: a person’s consistently favourable or unfavourable evaluations, feeling

and tendencies towards an object or idea.

2.8.2 STAGES OF CONSUMER BUYING PROCESS

The consumer’s

purchase decision process is generally viewed as consisting of stages through which a

buyer passes in purchasing a product or service (Belch and Belch, 2001). The given

process is very complicated though on first sight it does not look so (Vivek, J. and

Supreet, A., 2008). The consumer decision making model process opines that the decision

making involves a number of internal psychological processes. Motivation, perception,

25

attitude formation, integration, and learning are important to promotional planners, since

they influence the general decision-making process of the consumer (Belch and Belch,

2001).

The process starts with problem recognition or with an unsatisfied need - something that a

consumer would like to have or purchase in order to attain satisfaction. This need can be

Psychological, attitudinal or Physiological but yes it should have the capacity to be

fulfilled by consuming a particular product or service (Vivek, J. and Supreet, A., 2008).

The problem recognition is caused by a difference between the consumer’s ideal state and

actual state. Deficit in assortment of products; hunger – food, hunger stimulates your

need to eat (Engel, 1986).

The second stage is the information search. Belch and Belch (2001) has observed that

when consumers perceive a problem or need that can be satisfied by the purchase of a

product or service, they begin to search for information needed to make a purchase

decision. The initial search effort often consists of an attempt to scan information stored

in memory to recall past experiences and /or knowledge regarding various purchase

alternatives. This information retrieval, according to them, is referred to internal search.

If the internal search does not yield enough information, the consumer will seek

additional information by engaging in external search. External sources include personal

sources e.g. from friends, relatives, or co-workers; marketer controlled sources such as

information from advertisement, sales people, or point-of-sale displays and on the

internet; public sources such as articles in magazines or news papers and reports on TV;

personal experience such as actually handling, examining, or testing the product.

26

The third stage is the evaluation of alternatives: at this stage the consumer compares the

various brands or products and services identified as being capable of solving the

consumption problem and satisfying the needs or motives that initiated the decision

process (Belch and Belch). Marketers try to influence this stage by “framing” alternatives

(Engel, 1986).

Purchase decision and Purchase is the fourth stage. At some point in the buying process,

the consumer must stop searching for and evaluating information about alternative brands

and makes a purchase decision. A purchase decision is not the same as an actual purchase

(Belch and Belch, 2001). As an outcome of the alternative evaluation stage, the consumer

may develop a purchase intention to buy a certain brand. This is generally based on a

matching of purchase motives with attributes or characteristics of brands under

consideration. Once a consumer chooses which brand to buy, he/she must still implement

the decision and make the actual purchase. Often there is a time delay between the

formation of a purchase intention or decision and the actual purchase. This is particularly

the case when purchasing is highly involved and complex such as the purchase of

automobiles, personal computers, and consumer durables.

The last stage in the process is the post purchase evaluation. The consumer decision

process does not end with the purchase. After using a product or service, the consumer

compares the level of performance with expectations and is either satisfied or dissatisfied.

Satisfaction occurs when the consumer’s expectations are either met or exceeded;

dissatisfaction results when performance is below expectations. A possible outcome of

purchase is cognitive dissonance, a feeling of psychological tension or post-purchase

27

doubt that a consumer experiences after making a difficult purchase choice. This can be

reduced by warranties, after sales communication etc. (Belch and Belch, 2001).

2.8.3 IMPACT OF A BRAND ON CONSUMER PURCHASE DECISION

Research studies have proven that known products and names are sold more than

unknown ones. Therefore, a known brand or an optimally exposed brand will find more

recognition and purchase in the market in comparison to completely unknown or

unexposed brand. Recognition of brand and its significance along with the traditional

factors plays a very significant role in consumer decision-making process.

More or less every consumer has a brand preference and given the affordability and

societal norms, each buyer would like to buy and consume one of the highly acceptable,

recognizable, and reputed brands.

28

Figure 2.1: A diagramme showing the effect of brand preference on the consumer buying process.

Source: Vivek, J. and Supreet, A., 2008.

The above given model explains the important role that a brand plays in three different

stages of consumer's purchase decision making. A consumer start collecting data or

information about his favourite brand than he keeps his favourite as one of the

alternatives and he evaluate his selected brand against all available options and on finding

it suitable or best among all options based upon a qualitative and quantitative evaluation

he will ultimately purchase the selected or favourite brand.

2.9 CONSUMER’S PERSPECTIVE

“The heterogeneity in consumer’s responses to emotional appeals in advertising is well

documented in the behavioural literature”, (Moore, Harris and Chen, 1995). McCraken

(1989) goes on to describe a consumer as a ‘self’ that constantly detracts into their lives

the symbolic properties from consumer products in order to construct aspects of

themselves and the world. The results of the study conducted by O’Mahony and

29

Meenaghan (1998) designate that a consumer holds by and large a positive attitude

towards celebrity endorsements. Research confirms that the celebrity endorsement can

have an impact on the consumers recall evaluations, attention and purchase intentions. At

the same time it needs to be taken into consideration that although consumers might have

a favourable disposition towards celebrities, this does not necessarily always translates

into purchase intentions (O’Mahony and Meenaghan, 1998).

Consumer’s perception begins with their self-image and lifestyle (Busler, 2003).

Daneshvary and Schwer (2000) formulated an estimated equation on the purchase

intention of the consumers which is based on the literature that points to the fact that

purchase intention in an environment of endorsements depends on consumers identifying

with the association and its consequent purpose on their socioeconomic profile. The

equation goes as follows:

PURCHASE INTENTION = f (often, income, gender, occupation, age, education)

It is often seen that the understanding of the bond between the endorsed product and the

product itself is difficult for the consumer to judge and thus this is critical to understand

while discussing celebrity endorsement (Hsu and Donald, 2002). Using the

internationalisation process, Friedman and Friedman (1979) posited that consumers were

more likely to purchase expensive and/or complex products which were endorsed by

expert celebrities rather than typical customers. Using the same theory, Lafferty and

Goldsmith (1999) also suggested that consumers are more likely to purchase a product

when the perception of corporate credibility is high and when the purchase intention,

when endorser credibility which maybe a celebrity, is again perceived to be high. But it is

seen that once the consumer has the product in his or her hands, however, the design,

quality, and price of the product are what consummates the sale, not the association with

30

a celebrity, which enlighten us with the verity that celebrities get consumers to try

products, not to necessarily buy products." (Anonymous, 2007).

Daneshvary and Schwer (2000) refer to individuals with higher levels of education might

be less influenced by any form of advertising than those with less education, because

education provides individuals with analytical skills allowing them to decipher

information from several sources prior to making a purchasing decision, making them

less likely to purchase a product based on one source. The celebrities are often looked

upon by the young as their role model. (Choi and Rifon, 2007). It is seen that celebrity

endorsement specially encourages the young to embrace their individuality by celebrating

their contemporary icons and heroes (Temperley and Tangen, 2006).

2.10 COUNTRY CONTEXT: GHANA

Brand endorsements by celebrities are a widespread phenomenon in Ghana and

worldwide. In recent years, the celebrities present in the Ghanaian films have provided

lifestyle cues to youth. Given the popularity, size and reach of the celebrities present in

the film industry have the power to influence the attitude and behavior of millions of

people, particularly the youth in Ghana. The result of several discussions between

strategic media work and WHO, after consulting with media experts, sociologists, films

and television professionals and academics as well as scanned media reports, determines

the impact of films and its consequent impact of celebrities on the youth. (Anonymous,

2003)

31

Consumer’s expectations and demands are continuously rising in today’s dynamic and

competitive environment forcing marketers to adopt more creative advertising efforts

such as celebrity endorsements to influence consumer brand choice and behaviour

(Alsmadi, 2006). Hence, there is a novelty of the celebrity brand endorsement which has

proliferated to have become a multi-million dollar industry in the world today (Malhotra,

2005).

Furthermore the celebrities in Ghana like elsewhere, live a very public life, hence several

aspects of their lives are exposed to the general public such as where they shop, where

they holiday, their favorite food and so on and thus receive extensive coverage from the

media.

However, a few of the brands have, no doubt, been established without celebrity

endorsement (Kulkarni and Gaulkar, 2005). Guinness Ghana promoted its ‘Stone Beer’

brand in Ghana with ordinary men in their advertisement with a slogan “You’ve earned

it” which has worked well. Considering their target group for that brand young corporate

workers and middle class are more prone to identify with their kind than a celebrity. A

few more examples that can be given are Lifebuoy, Close Up etc.

Peculiar to brand endorsement in Ghana and other African countries are the use of

celebrities for billboards and others without their consent.

32

2.10 EXAMPLES OF VARIOUS CELEBRITIES AND THE BRANDS THEY REPRESENT

Figure 2.2: An advertisement showing Yaw Ampofo Ankrah (Journalist) as a brand ambassador for rLG communication.

33

Figure 2.3: An advertisement showing Michael Essien (Footballer) as a brand ambassador for MTN.

Figure 2.4: An advertisement showing Stephen Appiah and Michael Essien (Footballers) as a brand ambassadors for MTN.

34

Figure 2.5: An advertisement showing Asamoah Gyan (Footballer) as a brand ambassador for Glo Mobile Ghana.

35

CHAPTER THREE

METHODOLOGY

3.1 INTRODUCTION

Methodology is the answer to the why and how the research was carried out in the first

place. This increases the possibility of receiving appropriate answers to the research

questions and derives valuable insights into the topic at hand. The choice of research

approach is the first topic discussed in this chapter, followed by data collection, sample

selection and data analysis.

3.2 CHOICE OF RESEARCH METHODS

Research means different things to different people (Amartunga et al, 2002) and the

intention behind it are to investigate innumerable data, theories, experiences, concepts

and law. The two broad and distinct approaches to social research cover the Quantitative

and Qualitative methods of enquiry.

The purpose of this study is to create a picture of the effects celebrity endorsement have

on consumers in Ghana. To get a reliable result, it will be of great importance to collect a

larger amount of data hence, quantitative method fits this study. Frechtling and Sharp

(1997) characterized the common data collection techniques used in quantitative research

as questionnaires, tests and existing literature.

3.3 RESEARCH DESIGN

Research collect evidence when they are interested in someone’s opinion, then further

attempts are made to determine the prevailing opinion within a particular group.

36

A survey study was deemed appropriate for this research because of the following three

reasons:

Survey research involved data collection from a group, generalising the results of

the study to predict the attitude of the population of interest.

The survey questionnaire may be structured to elicit information from the

population of interest in a systematic and unbiased manner.

Survey allows the researcher to make statistical analysis of the data and generalise

it to a larger population, hence a perfect choice for a consumer research.

3.4 RESEARCH INSTRUMENT

Data for this research was collected through a questionnaire survey, which consisted of 20

questions some of which were open ended and closed format as well as Likart scale. The

first part of the questionnaire collected demographic data of the respondents before the

main questions.

Before the questionnaires were finally dispatched it was pre-tested in order to ensure that

the best questionnaires were administered. The sample of the questionnaire could be seen

at appendix one.

3.5 SAMPLING TECHNIQUE

Celebrities are often looked upon by the young as their role model (Choi and Rifon,

2007). It is seen that celebrity endorsement specially encourages the young to embrace

their individuality by celebrating their contemporary icons and heroes (Temperley,

Tangen, 2006). Again, the youth (18 years – 35years) in Ghana represent the future of

37

every brand. Therefore measuring the effects of celebrity endorsement on the youth is

most relevant.

In this study, non-probability sampling technique called convenience sampling technique

was used. When performing convenience sampling the researcher selects respondents that

match the target sample (Saunders et al, 2000).

The sample was collected from three tertiary institutions in Accra, namely: University of

Ghana - Legon, Institute of Professional Studies (IPS) and Sikkim Manipal University –

Accra Campus.

The only criteria used for this sample was the age 18-35, who are largely found in the

universities hence the choice of those three institutions. Again, by conducting the study at

those tertiary institutions the researcher decreased the variations in the population data

since the age range there is 18-35 (Saunders, 2000).

3.7 DATA COLLECTION

Three hundred (300) questionnaires were issued to three hundred respondents at random

on the three tertiary institution campuses in Accra. All the three campuses namely;

University of Ghana - Legon, Institute of Professional Studies (IPS) and Sikkim Manipal

University – Accra Campus had

one hundred (100) questionnaires each.

Every tenth student who was willing to be a respondent on the various campuses was

administered with the questionnaire. Two hundred and twenty (220) were returned,

among that number, twenty answered questionnaires were not used due to incompleteness

38

and missing answers. The remaining two-hundred answered questionnaires were included

in the final data analysis.

3.8 RESPONSE RATE

Total number of questionnaires issued: 300

Gross total response: 220

Usable (Net) response: 200

Table 3.1 - A table showing the response rate of respondents

INSTITUTION

NO.

QUESTIONNIRES

ISSUED

NOT

RETURNED

SPOILT GOOD

RESPONSE

LEGON 100 30 2 68

IPS 100 27 7 66

SMU 100 23 11 66

TOTAL 300 80 20 200

Source: Field Work 2011

Response Rate = (200 / 300) * 100

= 66.7%

3.9 RESPONSES TO QUESTIONS

Respondents were encouraged to answer the questions as clearly as possible; they were

given enough time to answer the questions. Some filled in the questionnaire on the spot;

39

others took it away and left behind their phone numbers from which follow ups were

made.

3.10 METHOD OF ANALYSIS

Data analysis tool SPSS 17 for windows was used to analyse the data obtained.

Frequency tables, tabulations and cross tabulations were done with results presentation in

the chapter four and appendix two.

3.11 DIFFICULTIES AND PROBLEMS ENCOUNTERED

Data collection was rather difficult especially with students as majority found the excuse

of course work to avoid the researcher. Again, some attached little seriousness to

answering the questionnaire because to them since the research was for academic

purpose, it will end up in the shelves of school libraries like others hence, there was no

need to waste precious time.

40

CHAPTER FOUR

PRESENTATION OF RESULTS AND DISCUSSIONS

4.1 INTRODUCTION

This chapter will provide the presentation of empirical data findings. It will also provide

the reader with a discussion and analysis of findings.

4.2 DESCRIPTIVE PRESENTATION OF SURVEY QUESTIONS

This field survey was conducted from December, 2010 to January 2011. The survey

utilized a questionnaire designed to collect data regarding celebrity endorsement of

consumer brands and its effects on consumers in Ghana. All the questions on the

questionnaires were designed specifically to respond to each objective.

4.3 OBJECTIVE ONE

To determine whether consumers acknowledge the presence of celebrity endorsement in the consumer brands in Ghana.

Table 4.1 - A table showing responses to whether respondents are familiar with celebrity.

Frequency Percent

(%)

Valid Percent

(%)

Cumulative Percent

(%)

YES 197 98.5 98.5 98.5

NO 3 1.5 1.5 100.0

Total 200 100.0 100.0

Source: Field Work, 2011

41

The table 4.1 above is showing responses to whether consumers know who a celebrity is

or not. Out of the two hundred (200) consumer respondents asked, 98.5% said they know

who a celebrity is. Only 1.5% percent said they don’t know a celebrity.

Table 4.2 - A table showing responses to whether consumers agree/disagree that there is an increase in celebrity brand endorsement in Ghana.

Frequency Percent

(%)

Valid Percent

(%)

Cumulative

Percent (%)

STRONGLY DISAGREE 4 2.0 2.0 2.0

DISAGREE 22 11.0 11.0 13.0

AGREE 120 60.0 60.0 73.0

STRONGLY AGREE 54 27.0 27.0 100.0

Total 200 100.0 100.0

Source: Field Work, 2011

42

The table 4.2 above shows responses to whether consumers agree/disagree that there is an

increase in celebrity brand endorsement in Ghana. From the table 4.2 above, majority of

the respondents agree that there is an increase in celebrity endorsement in Ghana; 87% of

the respondents agree or strongly agree to the statement that there is an increase in

celebrity endorsement in Ghana, while only 13 percent strongly disagree or disagree with

that same statement.

Figure 4.1: A pie chart showing the professions of celebrities used for brand endorsement in Ghana.

43

Figure 4.1 shows a pie chart of various professionals who are used for brand endorsement

by some consumer brands in Ghana, as rated by respondents. From the pie chart 36% of

the respondents said that movie stars are used more often, 28% of the respondents said

that musicians are rather used more frequently while 15%, 10.5% and 6.5% said that

footballers, journalists and politician were the sorts of celebrities used in that respect.

Only 4% said that other celebrities than stated were also used for brand endorsements.

Figure 4.2: A pie chart showing whether consumers use brands endorsed by celebrities.

Figure 4.2 shows a pie chart on whether respondents were already using a brand which is

endorsed by celebrity. Approximately 98.5% of the Two hundred respondents said “Yes”,

only 1.5% respondent negative to that question.

44

4.3.1 ANALYSIS OF WHETHER CONSUMERS ACKNOWLEDGE THE PRESENCE OF CELEBRITY ENDORSEMENT IN THE CONSUMER BRANDS IN GHANA.

Hamish and Pringle (2004) suggest 3 macro factors present in the market today that in

principal justifies the validity of celebrity endorsement as a promotional strategy. The first

factor is the increasing opportunity for interactivity between brands and their consumers.

Second is the “era of consent” situation present today where consumers have more

control over the messages they receive. And lastly is the increasing media fragmentation

and commercial communication clutter.

Gradually, Ghana is churning out a lot of celebrities through its vibrant music and movie

industry. That is why a large number of respondents said that they know who a celebrity

was. Many businesses are taking advantage of the presence of the celebrities to get their

brands endorsed by them hence increase in celebrity endorsement. This is consistent with

Friedman et al. (1976) who concluded that it was perhaps useful for a promoter to use an

endorser for his product, rather than employ a comparable advertisement without an

endorsement. The composition of celebrities includes; movie stars, musicians, footballers,

journalist, politicians and others.

45

From figure 4.2, most respondents said that they were using products or brands which had

celebrity as an ambassador. Celebrity endorsement is a ubiquitous characteristic of

modern marketing. Brands in Ghana have invested significant amounts of money to align

themselves and their products with big name celebrities in the belief that they will draw

attention to the endorsed products/services and transfer image values to these

products/services by virtue of their celebrity profile and engaging attributes (Erdogan

1999). Moreover, Newsom et al. (2000) believe that celebrities can increase recognition

and their presence almost guarantees publicity.

4.4 OBJECTIVE TWO

To find out how consumers relate to celebrities in Ghana

Figure 4.3: A pie chart showing whether consumers in Ghana use celebrities to evaluate themselves.

46

Figure 4.3 above shows whether consumers in Ghana use celebrities to evaluate

themselves. From the pie chart presentation, 42% of the respondents said they use

celebrities to evaluate themselves whiles 58% of respondents said they don’t use

celebrities to evaluate themselves.

Table 4.3 - A table showing whether celebrities have the power to influence consumers in Ghana.

Frequency Percent

(%)

Valid Percent

(%)

Cumulative Percent

(%)

YES 100 50.0 50.0 50.0

NO 100 50.0 50.0 100.0

Total 200 100.0 100.0

Source: Field Work, 2011

47

Table 4.3 above shows whether celebrities have power to influence consumers in Ghana.

Half (50%) of the respondents said “Yes” while the 50% said “No”.

Table 4.4 – A table showing whether celebrities help consumers to recall endorsed brands easily.

Frequency Percent

(%)

Valid Percent

(%)

Cumulative Percent

(%)

YES 179 89.5 89.5 89.5

NO 21 10.5 10.5 100.0

Total 200 100.0 100.0

Source: Field Work, 2011

48

Table 4.4 above shows whether celebrities help consumers to recall endorsed brands

easily. Out of the two hundred (200) respondents, 89.5% said celebrities used for certain

brands have aided in the recollection of those brands. However, 10.5% said those

celebrities have not help in any way in their recollection of those brands.

4.4.1 ANALYSIS OF HOW CONSUMERS RELATE TO CELEBRITIES IN GHANA

The celebrities are often looked upon by the young as their role model. (Choi and Rifon,

2007). Work done by Temperley and Tangen, (2006) concluded that celebrity

endorsement specially encourages the young to embrace their individuality by celebrating

their contemporary icons and heroes. However, less than half the respondents who were

all in the age classified as the youth responded that they do not use celebrity to evaluate

themselves. However, while fifty percent admitted that celebrities have the power to

influence them another fifty responded that celebrities could not influence them in

anyway. This was again consistent with work done by Daneshvary and Schwer (2000)

who had refer to individuals with higher levels of education as consumer who are less

likely to be influenced by any form of advertisement. This is because education provides

individuals with analytical skills allowing them to decipher information from several

sources prior to making a purchasing decision, making them less likely to be influenced

by one source. With the increasing literacy rate in Ghana, it is however not surprising that

many people would be likely influenced by celebrities in Ghana. Moreover, celebrities

had aided brand recalls amongst consumers. This was reflected in table 4.4 above when

approximately 89.5% said that celebrities associated with certain brands or products have

help to recall those brands or products.

49

4.5 OBJECTIVE THREE

To determine whether consumers in Ghana buy a product because celebrity has endorsed it

Figure 4.4: A pie chart showing what motivate consumers to purchase a particular brand.

The figure 4.4 above shows what motivate consumers to purchase a particular consumer

brand. 30% of the respondents said they purchase a brand based on how low the price is

comparatively. 36% said their purchases are based on the quality of the brand while

22.5% said they consider the latest brand. 11.5% of the respondents said they purchase

their consumer brand because it is endorsed by celebrity.

50

Table 4.5 – A table showing whether being familiar with celebrity could influence consumers to purchase a brand.

Frequency Percent

(%)

Valid Percent

(%)

Cumulative Percent

(%)

YES 134 67.0 67.0 67.0

NO 66 33.0 33.0 100.0

Total 200 100.0 100.0

Source: Field Work, 2011

The table 4.5 shows whether familiarity of celebrity could influence consumers to

purchase a particular brand. Out of the 200 respondents, 67% said their familiarity with a

celebrity could influence them to buy a particular brand. 33% of the respondents said

their familiarity with celebrities could not influence them to buy a particular brand.

Table 4.6 – A table showing whether assurance of value-for-money by celebrity could influence consumers to purchase a brand.

Frequency

(%)

Percent

(%)

Valid Percent

(%)

Cumulative

Percent

(%)

YES 90 45.0 45.0 45.0

NO 110 55.0 55.0 100.0

Total 200 100.0 100.0

Source: Field Work, 2011

51

The table 4.6 shows whether assurance of value for money by celebrity could influence

consumers to purchase a particular brand. Out of the 200 respondents, 45% said value-

for-money brand assurance by celebrity could influence them to buy a particular brand.

While 55% of the respondents said value-for-money brand assurance by celebrities could

not influence them to buy a particular brand.

4.5.1 ANALYSIS OF WHETHER CONSUMERS IN GHANA BUY A PRODUCT BECAUSE CELEBRITY HAS ENDORSED IT

Consumer’s perception begins with their self-image and lifestyle (Busler, 2003).

Daneshwar and Schwer (2000) formulated an estimated equation on the purchase

intention of the consumers which is based on the literature that points to the fact that

purchase intention in an environment of endorsements depends on consumers identifying

with the association and its consequent purpose on their socioeconomic profile. Lafferty

and Goldsmith (1999) found that consumers are more likely to purchase a product when

the perception of corporate credibility is high and also when endorser credibility is

perceived to be high. But it is seen that once the consumer has the product in his or her

hands, however, the design, quality, and price of the product are what consummates the

sale, not the association with a celebrity" (Anonymous, 2007). This was reflected in the

research findings for instance the figure 4.4 above shows what motivate consumers to

purchase a particular consumer brand. The results were as follows;

36% - quality of the brand

30% - comparative lower prices

22.5% - latest brand

11.5% - endorsed by celebrity

However, majority of the respondent said familiarity with the celebrity could influence

consumers to purchase a particular brand.

52

4.5 OBJECTIVE FOUR

To determine what consumers think should influence the choice of a celebrity for a product in Ghana

Figure 4.5: A bar chart showing the various professions of celebrities in Ghana and what consumers consider as appropriate factors for brand consideration.

53

The figure 4.5 shows the various professions of celebrities in Ghana and what consumers

consider as appropriate factors for brand consideration. Twenty-one (21) respondents

representing 10.5% said the looks of the celebrity should be highly rated when choosing a

celebrity for the brand especially if the considered celebrity is a musician. This is

because, 28% of the 21 respondents said looks matter when considering a musician for a

brand endorsement. Approximately, 19% said you only consider looks when you

considering a footballer, movie star and journalist for a brand endorsement. Only 1% of

the 21 respondents, who said looks matters, said you only consider looks in the other

celebrities.

Secondly, 67 respondents representing 33.5% said the profession of the celebrity is an

appropriate factor to consider for brand endorsement especially for movie stars. This is

because, 31.3% of the 67 respondents said movie stars would be a good brand endorsers.

Followed by musician, 25.4% of 67 respondents who said profession matters also said

when the celebrity is a musician it is more appropriate. Approximately, 14.9% said

footballers would be good brand endorser followed by 10.5% journalists, then 9% shared

between politicians and others.

In addition, Twenty-one (42) respondents representing 21% said the personal values of

the celebrity should be highly rated when choosing a celebrity for the brand especially if

the considered celebrity is a movie star. This is because, 47% of the 42 respondents who

said personal values matter, however said, personal values should more visible in the

movie stars when considering them for a brand endorsement. Approximately, 11.9%,

14.3% and 4.8% respondents said you look for personal values when you considering a

footballers, journalists and politicians respectively for a brand endorsement.

54

Finally, Seventy (70) respondents representing 35% of the respondents said the

combination of the three factors (Looks, Profession and Personal Values) should be

highly rated when choosing a celebrity for the brand especially if the considered celebrity

is a movie star. This is because, 38.6% of the 70 respondents who said that all the three

mentioned factors must be considered more in movie stars when considering them for a

brand endorsement. Approximately, 34.3% respondents said you look for all the three

factors when you considering a musician for a brand endorsement. 15.7% of the

respondents said that the combination of the three factors (Looks, Profession and Personal

Values) must be present in a footballer celebrity endorser.

Figure 4.6: A bar chart showing how suitable or otherwise of Richard Kingston (footballer) as a celebrity endorsing Polytank Brand and how consumers rate him against the various factors for brand consideration.

55

Figure 4.6 above shows how suitable or otherwise of Richard Kingston (footballer) as a

celebrity endorsing Polytank brand and how consumers rate him against the various

factors for brand consideration. About 54.5% of the 200 respondents said Richard was

appropriate choice selected for the Polytank Brand as against 45.5% respondents who

said that he was unsuitable. In spite of that, 35.8% of the total 109 respondents of those

who answered suitable thought that Richard Kinston has all the three factors (Looks,

Profession and Personal Values) needed for Polytank as a brand, while 34.1% of the 91

respondents who thought he was unsuitable for Polytank said he did not have all the three

factors. 32.1% also said that he was very professional with 11% respondents saying that

he (Richard Kinston) has the looks for the Polytank Brand that was why he was suitable.

However, 21% of the respondents said he has a high personal value.

Figure 4.7: A bar chart showing how suitable or otherwise of VIP (Musical Group) as a celebrity endorsing Glo Mobile Ghana Brand and how consumers rate them against the various factors for brand consideration.

56

Figure 4.7 above shows how suitable or otherwise of VIP (Musical Group) as a celebrity

endorsing Glo Mobile Brand and how consumers rate them against the various factors for

brand consideration. Ninety-seven respondents representing 48.5% of the 200

respondents said VIP were appropriate choice selected for the Glo Mobile Ghana Brand

as against 51.5% respondents who said that they were unsuitable. Out of the 103

respondent who said that VIP were unsuitable for Glo Mobile, 33% chose unsuitable

because they thought that VIP do not have all the three factors (Looks, Profession and

Personal Values) needed for the brand, while 35% of the 103 respondents who thought

they were unsuitable for Glo Mobile said they were not professionals. 22.3% also said

that their unsuitability selection of VIP was based on their poor personal values.

Figure 4.8: A bar chart showing how suitable or otherwise of Batman Samini (Musician) as a celebrity endorsing MTN Ghana Brand and how consumers rate them against the various factors for brand consideration.

57

Figure 4.8 above shows how suitable or otherwise of Samini Batman (Musician) as a

celebrity endorsing MTN Brand and how consumers rate him against the various factors

for brand consideration. 128 respondents out of the 200, which represents 64% said

Samini was appropriate choice selected for the MTN Ghana Brand as against 72

respondents representing 36% who said that he was unsuitable. Out of those who said that

Samini was suitable for MTN, 40% said they thought Samini was suitable because he has

all the three factors (Looks, Profession and Personal Values) needed by MTN brand;

while 27.3% said they thought Samini was suitable for MTN because he was

professionals. 22.7% also said that their suitability selection of MTN was based on their

personal values. On the other hand, out of the 72 respondents who said Samini was not

suitable for MTN brand, 25.7% said he did not have all the three factors appropriate for

brand consideration, hence their conclusion that he is unsuitable for the MTN. About 17%

said Samini was not suitable for the MTN brand because he did have the looks. Majority

of 44.4% concluded that Samini was unsuitable for MTN because he was not

professional.

58

Figure 4.9: A bar chart showing how suitable or otherwise of Yaw Ampofo-Ankrah (Broadcast Journalist) as a celebrity endorsing RLG communication Brand, and how consumers rate them against the various factors for brand consideration.

59

Figure 4.9 above shows how suitable or otherwise of Yaw Ampofo-Ankrah (Broadcast

Journalist) as a celebrity endorsing RLG Brand and how consumers rate him against the

various factors for brand consideration. Only 78 respondents out of the 200, which

represents 39% said Yaw Ampofo-Ankrah was suitable choice selected for the RLG

Brand as against 122 respondents representing 61% who said that he was unsuitable. Out

of those who said that Yaw Ampofo-Ankrah was unsuitable for MTN, 35.2% said they

thought Yaw Ampofo-Ankrah was unsuitable because he did not have all the three factors

(Looks, Profession and Personal Values) needed by RLG brand; while 30.3% said they

thought Yaw Ampofo-Ankrah was unsuitable for RLG because he was not professionals.

23% also said that their unsuitability selection of Yaw Ampofo-Ankrah for RLG was

based on his lack for personal values. On the other hand, out of the 78 respondents who

said Yaw Ampofo-Ankrah was suitable for RLG brand, 34% said he has all the three

factors appropriate for brand consideration, hence their conclusion that he is suitable for

the RLG. About 8% said Yaw Ampofo-Ankrah was suitable for the RLG brand because

he has the looks. Majority of 38.5% concluded that Yaw Ampofo-Ankrah was suitable for

RLG because he was professional.

Figure 4.10: A bar chart showing how suitable or otherwise of Michael Essien (Footballer) as a celebrity endorsing Fan Milk Ghana Brand and how consumers rate them against the various factors for brand consideration.

60

61

Figure 4.10 above shows how suitable or otherwise of Yaw Michael Essien (Footballer)

as a celebrity endorsing Fanmilk Ghana Brand and how consumers rate him against the

various factors for brand consideration. About 150 respondents out of the 200, which

represents 75% said Michael Essien was suitable choice selected for the Fanmilk Ghana

Brand as against 50 respondents representing 25% who said that he was unsuitable. Out

of those who said that Michael Essien was suitable for Fanmilk, 34.7% said they thought

Michael Essien was suitable because he had all the three factors (Looks, Profession and

Personal Values) needed by Fanmilk Ghana brand; while 32.7% said they thought

Michael Essien was suitable for Fanmilk because he was a professional footballer. 21.3%

also said that their suitability selection of Michael Essien for Fanmilk was based on his

personal values. On the other hand, out of the 50 respondents who said Michael Essien

was suitable for Fanmilk brand, 36% said he lacks the combination of all the three factors

appropriate for brand consideration, hence their conclusion that he is unsuitable for the

Fanmilk. About 8% said Michael Essien was unsuitable for the Fanmilk brand because he

does not have good looks. Majority of 36% of the total respondents, who said Essien was

unsuitable for Fanmilk, had their conclusions based on the fact that he was suitable for

RLG because he was professional.

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Figure 4.11: A bar chart showing how suitable or otherwise of Jackie Appiah (Movie Stars) as a celebrity endorsing IPMC Brand and how consumers rate them against the various factors for brand consideration.

63

Figure 4.11 above shows how suitable or otherwise of Jackie Appiah (Movie Star) as a

celebrity endorsing IPMC Brand and how consumers rate her against the various factors

for brand consideration. About 141 respondents out of the 200, which represents 70.5%

said Jackie Appiah was suitable choice selected for the IPMC Brand as against 59

respondents representing 29.5% who said that she was unsuitable. Out of those who said

that Jackie Appiah was suitable for IPMC, 34.8% said they thought Jackie Appiah was

suitable because she had all the three factors (Looks, Profession and Personal Values)

needed by IPMC brand; while 30.5% said they thought Jackie Appiah was suitable for

IPMC because she was a professional movie star. About 22.7% also said that their

suitability selection of Jackie Appiah for IPMC was based on her personal values. On the

other hand, out of the 59 respondents who said Jackie Appiah was unsuitable for IPMC

brand, 35.6% said she lacks the combination of all the three factors appropriate for brand

consideration, hence their conclusion that she is unsuitable for the Fanmilk. About 8%

said Jackie Appiah was unsuitable for the Fanmilk brand because she does not have good

looks.

4.5.1 ANALYSIS OF WHAT CONSUMERS THINK SHOULD INFLUENCE THE CHOICE OF A CELEBRITY FOR A PRODUCT IN GHANA.

Consumers in Ghana think that movies stars would make better brand ambassadors than

musicians. From the figure 4.4 above, majority of the respondents said movie stars would

be good brand endorsers. Movies stars are followed by musician, then footballers,

journalists, before politicians and others tie in that order.

64

The physical appearance of the celebrity (looks), how successful the celebrity is in his

chosen career (profession) and the value of the individual (personal values) were what

respondent thought should influence the selection of a celebrity to represent a brand or a

product. The three factors are listed in order of increasing importance; Looks, Personal

values, Profession and all the three factors combined. In a study conducted by shimp

(2000) which considered an advertising executives while making their celebrity-selection

decision put forward five factors in order of decreasing importance namely; the celebrity

credibility, celebrity and audience match-up, celebrity and brand match up, celebrity

attractiveness, and miscellaneous considerations.

However, respondents in Ghana were very specific about what should be essential

consideration for the selection of various categories of the celebrities;

Movie Stars – (Looks, Professionalism and Values)

Musicians – Values

Footballers – Professionalism and Values

Journalists – Looks

Other – Values and Looks

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CHAPTER FIVE

RESEARCH CONCLUSIONS AND RECOMMENDATIONS

5.1 INTRODUCTION

This chapter presents the conclusions of the study and recommendations made to address

the main findings obtained from the analysis in the light of the objectives of the study.

The objectives of this research were to determine whether consumers acknowledge the

presence of celebrity endorsement in the consumer brands in Ghana. To determine how

consumers associate with celebrities in Ghana, to determine whether consumers in Ghana

buy a product because celebrity has endorsed it and finally, to determine what consumers

think should influence the choice of a celebrity for a product in Ghana

5.2 SUMMARY OF FINDINGS

66

A large number of respondents said they know who a celebrity is, agree or strongly agree

that there is an increase in celebrity brand endorsement in Ghana, and have used brands

endorsed by celebrities. The composition of profession of celebrities mostly used for

brand endorsement in Ghana includes; movie stars, musicians, footballers, journalists,

politicians and others.

More than half of the respondents said they do not use celebrities to evaluate themselves.

However, half admitted that celebrities have the power to influence them whiles another

half responded that celebrities could not influence them. Again respondents said

celebrities’ association with certain brands had aided their recalls.

The motivation for consumers to purchase a brand is as follows, in order of decreasing

importance; quality of brand, comparative lower priced brand, latest brand, celebrity

endorsed brand. Though majority of respondents said familiarity with a celebrity could

influence them to purchase a particular brand, more than half of respondents also said

value-for-money brand assurance by celebrities could not influence them to buy a

particular.

Finally, majority of respondents said movie stars would make good brand endorsers,

followed by musicians, then footballers, journalists, before politicians and others tie in

that order. The four factors respondents thought should influence the selection of a

celebrity to represent a brand or a product are Looks, professionalism, personal values

and the three factors combined.

67

5.3 CONCLUSION

This research found out that many businesses are taking advantage of the rising number

of the celebrities in Ghana to draw attention to their brands by getting celebrities to

endorse them. This has resulted in increasing celebrity endorsement in Ghana.

Very few consumers regarded celebrities in Ghana as their icons and heroes; hence

celebrities in Ghana do not have much “power” to influence many consumers in Ghana.

This could be attributed to an increase in literacy population. However, celebrities in

brands or products had aided brand recalls amongst consumers. Although almost 8 out of

every 10 say that the most prominent advertisement that they remember is the ones with

celebrities in it, it doesn’t influence their purchase pattern. It does not affect consumer-

buying decision at any point of time.

Nevertheless, what motivate consumers to purchase a particular consumer brand or

product are as follows in order of decreasing importance; quality of the brand or product,

comparative lower prices, newest brand and finally, endorsed by a celebrity. However,

majority of the respondents said that familiarity with the celebrity could influence

consumers to purchase a particular brand. Consumers in Ghana think that movies stars

would make better brand ambassadors, followed by musicians, footballers, journalists,

politicians and others follow in a tie.

The research also established the four factors that are important for consideration when

selecting a celebrity to endorse a particular brand, they are Looks, Personal values,

Professionalism and all the three factors combined. However, respondents in Ghana were

68

very specific about what should be essential consideration for the selection of various

categories of the profession of celebrities;

Movie Stars – (Looks, Professionalism and Values)

Musicians – Values

Footballers – Professionalism and Values

Journalists – Looks

Other – Values and Looks

5.3 RECOMMENDATIONS

The overall research findings have established that celebrity endorsement is not as

credible as it is in other parts of the world. Hence, the power of celebrity to influence

actual purchase in Ghana is minimal if not questionable.

Due to the short period of the research, it was limited in many ways. The researcher

therefore recommends the following for academic considerations;

Consumer attitude towards multiple celebrity endorsements in Ghana

The effect of celebrity endorsement on consumers in the other metropolis of

Ghana.

The effects of celebrity endorsement on the profitability of a brand in Ghana.

For industry practitioners, the decision to use celebrities in advertisement in Ghana needs

careful thought. Critical to the decision is the brand or product and what it stands for, its

desired personality and how the star can help it communicate its attributes. What the star

69

stands for is equally critical: an image and personality fit is essential. No star can add

value if intrinsically there is a mismatch to the brand.

70

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APPENDIX ONE

QUESTIONNAIRE

Research Topic: Celebrity Endorsement of Brands and its effects on consumers in the Accra Metropolis.

This study is conducted as part of a graduate study at KNUST. It is my belief that you as my respondent would provide practical and convincing answers to the questions below to enable me present a good report on the topic above. Thank you in advance for your contribution to this research study. Please respond to the following by either writing in the blank space provided or ticking the appropriate box.

Please Tick or Circle where appropriate.SEXMale Female

1. Do you know who a celebrity is? YES / NO

2. Would you agree that brands are increasingly using celebrities to endorse their products in Ghana?

1 2 3 4Strongly Disagree Disagree Agree Strongly Agree

3. Do you think celebrities hold the power to influence you personally? YES / NO

4. In your opinion do you think that consumers in Ghana readily use celebrities to evaluate themselves? YES / NO

5. Does the presence of celebrities in advertisements help you recognize and recall brands more promptly? YES / NO

6. In your opinion does the personality, age, gender, and lifestyle of the celebrity endorsers has a direct impact on the brand/product? YES / NO

7. Do you think that there should be something in common between the product/brand and the celebrity endorsing the product? YES / NO

8. I would like to now give you 6 examples of celebrity endorsed products from Ghanaian advertising; can you please tell me in your opinion whether looks or profession makes them appropriate or inappropriate for their endorsed brands.

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CELEBRITY PROFESSION BRAND / PRODUCT Suitable/Unsuitable

Profession/looks

1. JACKIE APPIAH

ACTRESS IPMC

2. MICHAEL ESSIEN

FOOTBALLER

FAN MILK

3. BATMAN SAMINI

MUSICIAN MTN

4. YAW AMPOFO ANKRAH

SPORTS JOURNALIST

RLG COMMUNICATION

5. VIP MUSICIANS GLO MOBILE6. RICHARD

KINSTONFOOTBALLER

POLYTANK

9. Do you think attractiveness of the celebrity has a direct impact on the brand/product? YES / NO

10. In your opinion, being ‘familiar’ with a celebrity is enough for you to purchase celebrity endorsed product? YES / NO

11. Does the assurance that the information about the brand is coming from a reliable source (celebrity) impact your purchase intentions? YES / NO

12. Do you think the Celebrity truly uses the products they endorse? YES / NO

13. Do you use a product which uses celebrity as an endorser?

Yes

No

14. If you decide to purchase a product what will be the motivating factor for your

purchase?

Lower-price brands

Quality brands

Latest brands

Celebrity-endorsed brands.

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15. What is the purpose behind buying the following product

Luxury Self Esteem Brand Name Celebrity

16. On a personal note what kinds of celebrity do you think are being used most? Footballer Politician Movie star Musicians Journalists Others

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APPENDIX TWO

FREQUENCY TABLES

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KNOW CELEBRITY

Frequency PercentValid

PercentCumulative

Percent

Valid YES 197 98.5 98.5 98.5

NO 3 1.5 1.5 100.0

Total 200 100.0 100.0

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USE CELEB ENDORSED BRAND

Frequency PercentValid

PercentCumulative

Percent

Valid YES 197 98.5 98.5 98.5

NO 3 1.5 1.5 100.0

Total 200 100.0 100.0

88

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INCREASING CELEB ENDORSEMENT

Frequency PercentValid

PercentCumulative

Percent

Valid STRONGLY DISAGREE

4 2.0 2.0 2.0

DISAGREE 22 11.0 11.0 13.0

AGREE 120 60.0 60.0 73.0

STRONGLY AGREE

54 27.0 27.0 100.0

Total 200 100.0 100.0

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CELEBRITY POWER TO INFLUENCE

Frequency PercentValid

PercentCumulative

Percent

Valid YES 100 50.0 50.0 50.0

NO 100 50.0 50.0 100.0

Total 200 100.0 100.0

92

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CONSUMER USE CELEBRITY TO EVALUATE THEMSELVES

Frequency PercentValid

PercentCumulative

Percent

Valid YES 84 42.0 42.0 42.0

NO 116 58.0 58.0 100.0

Total 200 100.0 100.0

94

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CELEBRITY HELPS BRAND RECALL

Frequency PercentValid

PercentCumulative

Percent

Valid YES 179 89.5 89.5 89.5

NO 21 10.5 10.5 100.0

Total 200 100.0 100.0

96

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PERSONALITIES IMPACT ON BRAND OR PRODUCT

Frequency PercentValid

PercentCumulative

Percent

Valid YES 167 83.5 83.5 83.5

NO 33 16.5 16.5 100.0

Total 200 100.0 100.0

98

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SOMETHING IN COMMON B/N CELEBRITY AND BRAND

Frequency PercentValid

PercentCumulative

Percent

Valid YES 158 79.0 79.0 79.0

NO 42 21.0 21.0 100.0

Total 200 100.0 100.0

100

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JACKIE APPIAH (actress) ENDORSED IPMC

Frequency Percent

Valid Percent

Cumulative Percent

Valid SUITABLE 141 70.5 70.5 70.5

UNSUITABLE 59 29.5 29.5 100.0

Total 200 100.0 100.0

102

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MICHAEL ESSIEN (footballer) ENDORSED FANICE

Frequency PercentValid

PercentCumulative

Percent

Valid SUITABLE 150 75.0 75.0 75.0

UNSUITABLE 50 25.0 25.0 100.0

Total 200 100.0 100.0

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YAW AMPOFO ANKRAH (Journalist) ENDORSED RLG

105

Frequency Percent Valid Percent

Cumulative Percent

Valid SUITABLE 78 39.0 39.0 39.0

UNSUITABLE 122 61.0 61.0 100.0

Total 200 100.0 100.0

106

107

BATMAN SAMINI (musician) ENDORSED MTN

Frequency PercentValid

PercentCumulative

Percent

Valid SUITABLE 128 64.0 64.0 64.0

UNSUITABLE 72 36.0 36.0 100.0

Total 200 100.0 100.0

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VIP (musician) ENDORSED GLO MOBILE

Frequency PercentValid

PercentCumulative

Percent

Valid SUITABLE 97 48.5 48.5 48.5

UNSUITABLE

103 51.5 51.5 100.0

Total 200 100.0 100.0

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RICHARD KINSTON (footballer) ENDORSED POLYTANK

Frequency PercentValid

PercentCumulative

Percent

Valid SUITABLE 109 54.5 54.5 54.5

UNSUITABLE 91 45.5 45.5 100.0

Total 200 100.0 100.0

112

113

ATTRACTIVENESS OF CELEB ON BRAND

Frequency PercentValid

PercentCumulative

Percent

Valid YES 146 73.0 73.0 73.0

NO 54 27.0 27.0 100.0

Total 200 100.0 100.0

114

115

FARMILIARITY OF CELEB INFLUENCE PURCHASE

Frequency PercentValid

PercentCumulative

Percent

Valid YES 134 67.0 67.0 67.0

NO 66 33.0 33.0 100.0

Total 200 100.0 100.0

116

117

ASSURANCE OF BRAND BY CELEB INFLUENCE PURCHASE

Frequency PercentValid

PercentCumulative

Percent

Valid YES 90 45.0 45.0 45.0

NO 110 55.0 55.0 100.0

Total 200 100.0 100.0

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119

CELEB USE BRAND THEY ENDORSE

Frequency PercentValid

PercentCumulative

Percent

Valid YES 49 24.5 24.5 24.5

NO 151 75.5 75.5 100.0

Total 200 100.0 100.0

120

121

MOTIVATING FACTORS IN PURCHASING

Frequency PercentValid

PercentCumulative

Percent

Valid LOW PRICED BRAND

60 30.0 30.0 30.0

QUALITY BRAND 72 36.0 36.0 66.0

LATEST BRAND 45 22.5 22.5 88.5

CELEBRITY ENDORSED BRAND

23 11.5 11.5 100.0

Total 200 100.0 100.0

122

123

KIND OF CELEB

Frequency PercentValid

PercentCumulative

Percent

Valid FOOTBALLER

30 15.0 15.0 15.0

MUSICIAN 56 28.0 28.0 43.0

MOVIE STAR

72 36.0 36.0 79.0

JOURNALIST

21 10.5 10.5 89.5

POLITICIAN 13 6.5 6.5 96.0

OTHERS 8 4.0 4.0 100.0

Total 200 100.0 100.0

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APPROPRIATE FOR BRAND CONSIDERATION

Frequency PercentValid

PercentCumulative

Percent

Valid LOOKS 21 10.5 10.5 10.5

PROFESSION 67 33.5 33.5 44.0

PERSONAL VALUES

42 21.0 21.0 65.0

ALL THREE 70 35.0 35.0 100.0

Total 200 100.0 100.0

125