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
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author Ibidunni, Ayodotun Stephen
Olokundun, Maxwell Ayodele
Ibidunni, Oyebisi Mary
Borishade, Taiye Tairat
Falola, Hezekiah Olubusayo
Salau, Odunayo Paul
Amaihian, Augusta Bosede
Fred, Peter
author_facet Ibidunni, Ayodotun Stephen
Olokundun, Maxwell Ayodele
Ibidunni, Oyebisi Mary
Borishade, Taiye Tairat
Falola, Hezekiah Olubusayo
Salau, Odunayo Paul
Amaihian, Augusta Bosede
Fred, Peter
author_sort Ibidunni, Ayodotun Stephen
collection PubMed
description 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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spelling pubmed-59967372018-06-13 Data on customer perceptions on the role of celebrity endorsement on brand preference Ibidunni, Ayodotun Stephen Olokundun, Maxwell Ayodele Ibidunni, Oyebisi Mary Borishade, Taiye Tairat Falola, Hezekiah Olubusayo Salau, Odunayo Paul Amaihian, Augusta Bosede Fred, Peter Data Brief Business, Management and Accounting    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. Elsevier 2018-04-04 /pmc/articles/PMC5996737/ /pubmed/29900281 http://dx.doi.org/10.1016/j.dib.2018.03.138 Text en © 2018 The Authors http://creativecommons.org/licenses/by/4.0/ This is an open access article under the CC BY license (http://creativecommons.org/licenses/by/4.0/).
spellingShingle Business, Management and Accounting   
Ibidunni, Ayodotun Stephen
Olokundun, Maxwell Ayodele
Ibidunni, Oyebisi Mary
Borishade, Taiye Tairat
Falola, Hezekiah Olubusayo
Salau, Odunayo Paul
Amaihian, Augusta Bosede
Fred, Peter
Data on customer perceptions on the role of celebrity endorsement on brand preference
title Data on customer perceptions on the role of celebrity endorsement on brand preference
title_full Data on customer perceptions on the role of celebrity endorsement on brand preference
title_fullStr Data on customer perceptions on the role of celebrity endorsement on brand preference
title_full_unstemmed Data on customer perceptions on the role of celebrity endorsement on brand preference
title_short Data on customer perceptions on the role of celebrity endorsement on brand preference
title_sort data on customer perceptions on the role of celebrity endorsement on brand preference
topic Business, Management and Accounting   
url 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
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