The Contribution of Celebrity Endorsement on Consumer Purchasing Behaviour

Abstract

The study aimed at investigating the contribution of celebrity endorsement on consumer purchasing behaviour in Tema, Ghana. The purpose of the study is to find out why many advertising agencies employ the services of a celebrity to endorse products for their clients.

The target populations were consumers between the ages of 18 to 50 and are residents of Tema.

Out of five hundred (500) questionnaires distributed to the population, four hundred and five (405) returned their questionnaire through convenience sampling .The attributes of celebrity were; Expertise, Popularity and Credibility whiles Perception and Attitude were the variables of Consumer purchasing behaviour. With the aid of SPSS, the following statistics were used: descriptive statistics, correlation matrix Values of Tolerance and Variance inflation Factor (VIF) and multiple regression analysis. The findings confirm that there is a positive significant impact of Celebrity endorsement on consumer purchasing behaviour.  The research suggests that It is very simple and easy to select a celebrity but difficult to establish a strong significant relationship between the product and the endorser