Data on customer perceptions on the role of celebrity endorsement on brand preference

This research presents data on the effect of celebrity endorsement on consumers’ brand preference. Copies of structured questionnaire were administered to 384 customers of telecommunication industry. Using descriptive, correlation and regression statistical analysis, the data revealed that celebrity...

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Detalles Bibliográficos
Autores principales: Ibidunni, Ayodotun Stephen, Olokundun, Maxwell Ayodele, Ibidunni, Oyebisi Mary, Borishade, Taiye Tairat, Falola, Hezekiah Olubusayo, Salau, Odunayo Paul, Amaihian, Augusta Bosede, Fred, Peter
Formato: Online Artículo Texto
Lenguaje:English
Publicado: Elsevier 2018
Materias:
Business, Management and Accounting   
Acceso en línea:https://www.ncbi.nlm.nih.gov/pmc/articles/PMC5996737/
https://www.ncbi.nlm.nih.gov/pubmed/29900281
http://dx.doi.org/10.1016/j.dib.2018.03.138
Descripción
Sumario:This research presents data on the effect of celebrity endorsement on consumers’ brand preference. Copies of structured questionnaire were administered to 384 customers of telecommunication industry. Using descriptive, correlation and regression statistical analysis, the data revealed that celebrity image has an effect on consumer brand loyalty, celebrity trustworthiness has an influence on consumer brand association. More so, the relationship between celebrity expertise and perceived quality of the product was established.

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