Assessing the effects of Celebrity Endorsements of Political Parties: An empirical study of Nigerian 2019 Presidential Elections

Daha Tijjani Abdurrahaman (), Acheampong Owusu (), Akeem Soladoye Bakare (), Adeyanju Apejoye (), Muhammad Muhsin Ibrahim () and Tijjani Habibu Ahmad ()
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Daha Tijjani Abdurrahaman: National Open University of Nigeria, Lagos, Nigeria
Acheampong Owusu: University of Ghana Business School
Akeem Soladoye Bakare: Limkokwing University of Creative Technology, Cyberjaya, Malaysia
Adeyanju Apejoye: Plateau State University, Bokkos, Nigeria
Muhammad Muhsin Ibrahim: Institute of African Studies, University of Cologne, Cologne, Germany
Tijjani Habibu Ahmad: Ahmadu Bello University Business School, Zaria, Kaduna State, Nigeria

Technium Social Sciences Journal, 2021, vol. 22, issue 1, 676-699

Abstract: This research aims to examine the impact of celebrity endorsement on Political Parties and its influence on electorates to vote for a particular Party's candidate. The mediating role of Political Brand Credibility (PBC) and Political Brand Equity (PBE) towards Voting Intention (VI) relationships were also examined. The study's conceptual framework was developed using The Source Credibility, The Associative Network Memory Model, and the Brand Signalling Theory. Primary survey data was collected online and analysed through Structural Equation Modelling. Findings suggest that Endorser Credibility has a direct positive significant relationship with Political Brand Credibility. However, there is no significant direct correlation between Endorser Credibility and Political Brand Equity and Voting Intention. Nevertheless, indirect relationship was established. Findings from the study has proven that the endorsement of celebrities alone does not necessarily influence electorates to vote for political candidates, rather the Credibility of the Party and its Equity play a pivotal role with regards to the Voting Intention of voters. Practically, this study has given us insights into the endorsement of celebrities of political candidates, which the Political Party leaders should consider before bringing on board any celebrity to endorse their candidates. Future research opportunity and limitations were also discussed.

Keywords: Celebrities; Celebrity endorsement; Political Brand Equity; Political Brand Credibility; Voting Intention; Nigeria (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (3)

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Persistent link: https://EconPapers.repec.org/RePEc:tec:journl:v:22:y:2021:i:1:p:676-699

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