The Rhetoric Of Celebrity Endorsement Strategy And Consumer Purchase Intention On Fast Moving Consumer Goods Among Al-Hikmah University Undergraduate Students

Brimah, B.A.; Olanipekun, W.D.; Olorunlambe, G.A.; Salawu, S.

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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.
ORCID
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)