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

Opoku Boadi Portia, Guoxin Li and Antwi Philip
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Opoku Boadi Portia: Harbin Institute of Technology, School of Management, Harbin, China
Guoxin Li: Harbin Institute of Technology, School of Management, Harbin, China
Antwi Philip: Harbin Institute of Technology, School of Municipal and Environmental Engineering, Harbin, China

International Journal of Customer Relationship Marketing and Management (IJCRMM), 2017, vol. 8, issue 4, 1-11

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

Date: 2017
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