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Title The Rhetoric Of Celebrity Endorsement Strategy And Consumer Purchase Intention On Fast Moving Consumer Goods Among Al-Hikmah University Undergraduate Students
Authors Brimah, B.A.
Olanipekun, W.D.
Olorunlambe, G.A.
Salawu, S.
Keywords підтвердження знаменитості
одобрение знаменитостей
celebrity endorsement
стратегія
стратегия
strategy
власний капітал бренду
ценность бренда
brand equity
споживчі товари
потребительские товары
consumer goods
намір придбання
намерение совершить покупку
purchase intention
Type Article
Date of Issue 2020
URI https://essuir.sumdu.edu.ua/handle/123456789/80745
Publisher Sumy State University
License Creative Commons Attribution 4.0 International License
Citation Brimah, B. A., Olanipekun, W. D., Olorunlambe, G. A., Salawu, S. (2020). The Rhetoric Of Celebrity Endorsement Strategy And Consumer Purchase Intention On Fast Moving Consumer Goods Among Al-Hikmah University Undergraduate Students. SocioEconomic Challenges, 4(3), 104-112. https://doi.org/10.21272/sec.4(3).104-112.2020
Abstract The ultimate goal of any business organization is to be prosperous in today’s increasingly competitive and dynamic markets where the cost of acquiring new customers has been found to be exponentially greater than that of maintaining existing ones, firms must continually explore ways of achieving higher customer retention rates. The building of a reputable brand image in the mind of the consumers is especially enhanced through the use of endorsers or spokespersons in the firm’s marketing communications; and celebrities are among the persons commonly used as endorsers or spokespersons in this regard.
Appears in Collections: SocioEconomic Challenges (SEC)

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