KWAME NKRUMAH UNIVERSITY OF SCIENCE AND TECHNOLOGY

KUMASI, GHANA

THE EFFECTS OF CELEBRITY ENDORSEMENT IN ADVERTISING ON BRAND IMAGE

AMONG MOBILE TELECOMMUNICATION USERS IN GHANA: A CASE STUDY OF

MTN GHANA

BY

SARAH PEPRAH (HND MARKETING)

SANDRA ADOBEA ANSAH (HND MARKETING)

MATILDA PAINTSIL (HND MARKETING)

JANET DONKOR (HND MARKETING)

A DISSERTATION SUBMITTED TO THE INSTUTUTE OF DISTANCE LEARNING,

KWAME NKRUMAH UNIVERSITY OF SCIENCE AND TECHNOLOGY, IN PARTIAL

FULFILMENT OF THE REQUIREMENT FOR THE AWARD OF DEGREE OF

BACHELOR OF SCIENCE IN BUSINESS ADMINISTRATION

(MARKETING OPTION)

JUNE 2018
 KWAME NKRUMAH UNIVERSITY OF SCIENCE AND TECHNOLOGY, KUMASI

THE EFFECTSOF CELEBRITY ENDORSEMENT IN ADVERTISING ON BRAND IMAGE

AMONG MOBILE TELECOMMUNICATION USERS IN GHANA: A CASE STUDY OF

MTN GHANA

SARAH PEPRAH

SANDRA ADOBEA ANSAH

MATILDA PAINTSIL

JANET DONKOR

JUNE 2018
 DECLARATION

We declare that this work is the result of our own research and has not been presented by anyone

for any academic award in this or any other university exept other sources which were duly

refrenced in the study.

Name : SARAH PEPRAH………………… ………………………….

7247616 SignatureDate

Name : Sandra Adobea Ansah ………………… ………………………..

7224416Signature Date

Name: Matilda Paintsil ………………… ………………………..

7247516Signature Date

Name: Janet Donkor ………………… ………………………..

7233016Signature Date

i
 CERTIFICATION

I hereby certify that this Long essay was supervised in accordance with procedures laid down by

the University

…………………………………………… …………………………...
SUPERVISOR DATE

ii
 DEDICATION
We dedicate this work first and foremost to God Almighty for His goodness and mercies. We also

want to dedicate this thesis to our family, especially our mothers. Thank you for your prayers and

enormous support.

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 ACKNOWLEDGEMENT

I am indebted to my supervisor, Mr. Andrew Ayiku for his untiring dedication during the

supervision of this work.

Special appreciation goes to him for his time, contribution and support.

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TABLE OF CONTENTS

DECLARATION ............................................................................................................................. i
CERTIFICATION .......................................................................................................................... ii
DEDICATION ............................................................................................................................... iii
ACKNOWLEDGEMENT ............................................................................................................. iv
LIST OF TABLES ........................................................................................................................ vii
LIST OF FIGURES ..................................................................................................................... viii
ABSTRACT ................................................................................................................................... ix
CHAPTER ONE ............................................................................................................................. 1
INTRODUCTION .......................................................................................................................... 1
1.1 Background of The Study ......................................................................................................... 1
1.2 Statement of Problem ................................................................................................................ 4
1.3 Purpose of the study .................................................................................................................. 5
1.4 Research Objective ................................................................................................................... 5
1.5 Research Question .................................................................................................................... 6
1.6 Significance of the study........................................................................................................... 6
1.7 Scope of the Study .................................................................................................................... 7
1.8 Methodological Overview ........................................................................................................ 7
1.9 Structure of the study ................................................................................................................ 8
CHAPTER TWO ............................................................................................................................ 9
LITERATURE REVIEW ............................................................................................................... 9
2.0 Introduction ............................................................................................................................... 9
2.1 Celebrity Endorsement.............................................................................................................. 9
2.2 Theoretical Framework ............................................................................................................. 9
2.3 Empirical Studies .................................................................................................................... 12
2.4 Reasons for Celebrity Endorsement........................................................................................ 13
2.5 Celebrity Endorsements as a Strategy..................................................................................... 14
2.6 Celebrity Branding and Its Effect on Consumers ................................................................... 14
CHAPTER THREE ...................................................................................................................... 16
RESEARCH METHODOLOGY.................................................................................................. 16
3.0 Introduction ............................................................................................................................. 16
3.1 Research Design...................................................................................................................... 16

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3.2 Types and Sources of Data ..................................................................................................... 16
3.2.1 Primary Data .................................................................................................................... 17
3.2.2 Secondary Data ................................................................................................................ 17
3.3 Research Population................................................................................................................ 17
3.4 Sample Size............................................................................................................................. 17
3.5 Sampling Techniques .............................................................................................................. 18
3.7 Methods of Data Collection .................................................................................................... 18
3.7.1 Questionnaire Structure ................................................................................................... 19
3.7.2 Distribution of Questionnaire .......................................................................................... 19
3.8 Data Analysis and Presentation .............................................................................................. 19
CHAPTER FOUR ......................................................................................................................... 21
DATA PRESENTATION AND ANALYSIS OF DATA OF RESULTS.................................... 21
4.0 Overview ................................................................................................................................. 21
4.1 Demographics of Respondents ............................................................................................... 21
4.1.1 Gender of Respondents .................................................................................................... 21
4.1.2 Age Distribution of Respondents ..................................................................................... 22
4.1.3 Educational Status of Respondents .................................................................................. 23
4.1.4 Occupation of Respondents ............................................................................................. 24
4.2 The Relationship Between of Celebrity Endorsements on Brand Image of MTN ................. 25
4.3 Important Celebrity Endorsement is to Consumers and Does It Affect Their Awareness and
Responsiveness Towards the Brands. ........................................................................................... 27
4.4 Effectiveness of Celebrity endorsement is an effective advertising strategy for MTN .......... 29
CHAPTER FIVE .......................................................................................................................... 32
SUMMARY, CONCLUSIONS AND RECOMMENDATIONS................................................. 32
5.0 Introduction ............................................................................................................................. 32
5.2 Summary of Findings .............................................................................................................. 32
5.3 Conclusions ............................................................................................................................. 33
5.4 Recommendations ................................................................................................................... 34
APPENDIX ................................................................................................................................... 40

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 LIST OF TABLES
Table 4.1: Sex Distribution of Respondents………………………………………………...26

Table 4.1: Sex Distribution of Respondents………………………………………………...29

Table 4.3: The Impact of Celebrity Endorsement on Brand Image…………………………30

Table 4.4: Frequency of how important celebrity endorsement is to consumers and does it affect

their awareness and responsiveness towards the brands…………………………………….32

Table 4.5: Celebrity endorsement is an effective advertising strategy for MTN………...34-35

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 LIST OF FIGURES

Figure 4.1: Age Distribution of Respondents…………………………………………....27

Figure 4.2: Educational Status of Respondents……………………………………….....28

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 ABSTRACT
In today’s era of marketing, the endorsement by celebrity has grown into a multiple billion-dollar
industry. To effectively establish a unique and significant position in consumers’ minds in the
market, most companies signs deals with renowned celebrities to serve as the company’s brand
ambassador. Endorsement of celebrity is prominently being used across various industries
irrespective of the type of product or service involved. Celebrity endorsement essentially plays a
major role in signaling the firms marketing strategy. Celebrity endorsement gives a sort of a
glamour touch to the advertised brand. The use of celebrity endorsement as a strategy to market a
brand and a products and its subsequent effects on the brand image of the firm has been researched
moderately in the last few decades. The study is an exploratory study which also seeks to expand
on the limited study done on the use of celebrity to promote brand image. Both primary and
secondary source of data will be gathered, the primary data would be specific to the study, whilst
the secondary data will be taken from previous literature and study. Questionnaires was
administered personally by the researcher to the respondents. For this research, samples of 110 of
staffs and subscribers was selected. The data collected will be analyzed with the use of frequencies,
percentages and means in analyzing and processing most of the data that will be obtained through
the surveys. This will be done with assistance of Statistical Package for Social Sciences (SPSS)
software. The results will be then analyzed on the possible relations within the different variables
to arrive at the findings using Chi square tests and descriptive statistics. According to the analysis,
the study revealed that the use of celebrity endorsers as a marketing strategy helps to impact on
the brand image of the products of MTN. From the data, it was revealed that a total of 76.3% of
the respondents agreed that celebrity endorsement helps to improve the brand image. The data
analysis further revealed 60.0% of the respondents stated the use of celebrity popularize the brand
of the company. The use of celebrity to endorse a brand of a company helps customers to avoid
difficulty in the selection of products and brand as it offers credibility to the consumers and
influence them to accept what has been promoted by their stars. The results of the analysis implied
that majority of 66.3% respondents stated that celebrity endorsement influences consumer loyalty.
The reason for the study was to offer compressive insight into the influence of celebrity on the
brand image of Mobile Telecommunication Network (MTN). The study concluded that consumers
are likely to shift or switch to another brand that is favored or endorsed by their favorite stars. The
study concluded that the use of celebrity to endorse brand helps to generate enormous publicity
for the said brand. It also creates a positive image for the brand and the company at large. The
research recommended that the company should monitor the conduct, public image and behavior
of the celebrity endorser should scrutinize and analyze constantly during the time of endorsement
to minimize the negative effects on the brand of the company. This can be achieved through clause
in the contract that would also help in easy review and other actions. The company is advised to
also include clauses that would persuade the celebrity and his/her behavior to the advantage of
MTN in the signed contracts.

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 CHAPTER ONE

INTRODUCTION

1.1 Background of The Study

Marketers are believed to have spent huge sum of money yearly to promote their products and

brand by engaging celebrities to endorse and act as spoke persons based on the assumptions that

they are effective in marketing the company (Katyal, 2007). In today’s era of marketing, the

endorsement by celebrity has grown into a multiple billion-dollar industry (Kambitssis,

Harahousou, Theodorakis & Chatzibeis, 2002). To effectively establish a unique and significant

position in consumers’ minds in the market, most companies signs deals with renowned celebrities

to serve as the company’s brand ambassador (Temperley & Tangen, 2006).

Endorsement by celebrity is prominently being used across various industries irrespective of

the type of product or service involved. Celebrity endorsement essentially plays a major role in

signaling the firms marketing strategy (Mustafa, 2005). Reynolds (2000) also stated that, celebrity

endorsement gives a sort of a glamour touch to the advertised brand.

In the quest to win the hearts of customers or consumers, organizations or firms has

prioritized their advertisement strategy making the marketing environment very competitive.

According to Sager, (2011) creating and maintaining the brand image amongst customers is major

challenge for organizations and businesses.

Endorsement by celebrity is a common marketing communication strategy for building

images of brands. It is assumed by advertisers that employing celebrities effectively has an

influence on advertising, recognition of brand and brand recall, it as well influences the purchase

intentions of customers and follow through (Spry, Pappu, & Cornwell, 2011).

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 The celebrity endorsement strategy is reckoned as an essential marketing tool that

marketers used to articulate the companies brand images and other relevant related information to

consumers. Celebrity endorsement helps companies to gain brand loyalty which reflects in the total

sales revenue increment, as well as create brand awareness, build strong brand image, brand equity

which maximizes shareholders’ return on investment (White, Goddard, & Wilbur, 2009; Dean &

Biswas 2001).

Newspapers, television and radio exposed consumers and customers to numerous images

and voices on regular basis. An advertised product draws the attention of a person at least a fraction

of his or her time to inform him or her of the significant features about the brand of product at

hand (Leschnikowski, Schweizer&Drengner, 2006). Catching and holding the attention of

audience is a typical challenge for advertisers in finding a snare. Endorsement of celebrities to a

brand is a widely used marketing strategy that helped to curb or combat this challenge (Kotler &

Keller 2006).

In recent years the use of celebrity to endorse a brand as an advertising instrument has

increased drastically (Belch & Belch, 2001); all different kinds of products and services are

promoted using celebrities. Spokespeoplewho are greatly admired by the public such as actors and

actresses, musicians, athletes and other famous public figure are used by advertisers to

communicate or position their brand images because of their value. Various multi-national

organizations around the world including Ghana employs celebrities to promote their products or

services since the general public familiar with their personalities. Organizations and companies

signs endorsement deals and contracts with celebrities to become the brand ambassador who will

help articulate and promote the company’s interest in terms of awareness creation and attracting

more customers to increase profit making. In Ghana, celebrities such as Stonebowy, Samini, Jackie

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Appiah, VanVicker, Kalybos, Funny Face and many others have at one time acted or are acting as

brand ambassadors in the telecommunication industry. The needs and expectations of a consumer

influence his or her product brand purchase to fulfill the needs, when his or her expectations are

met, the consumer becomes satisfied or delighted and he or she develops loyalty to the brand.

According to Drake and Miah, (2010) Endorsement of celebrity has been reckon as one of the

generally accepted way ofbuilding brand in different market contexts and product contexts as per

the empirical evidences found in various previous studies.

Martin Roll (2014) also stated that celebrity endorsement serves as a means of providing a

unique differentiation and strengthen the brand image in a market with intense competition, of

local, regional and international brands. Furthermore, the existence of positive correlation between

the brand image and the celebrity image or personalities would make it very effective.

(Tantiseneepong, Gorton & White, 2012). The personality of the endorser must have a symbolic

match to the objectives of relevance, esteem, unique differentiation and above all familiarity.

Familiarity shows that the celebrity is easily recognized by the target audience and that

they find the personality likeable and trustworthy. The relation between the endorser, the product

brand and its target audience is mainly the relevance in celebrity endorsement. The Esteem means

the credibility the celebrity possesses and offers and the differentiation depicts how the celebrity

stands out and rises above the rest (Lalwani, 2006).

The essence of employing a celebrity as an endorser is that, it helps to catch the attention

of the public irrespective of the type of product. Greater fraction of the public easily recognizes

and identifies these renowned personalities. Mostly the goodwill and admiration associated with

the celebrities can be transferred to the product. These famous peoples help to make advert

believable which ensures consumers overcome mental impalpability, enhance advert recall,

3
increase brand awareness and even influence consumers to patronized the endorsed brand.

According to Seema (2013), companies used celebrities to make their brands popular. To create

better brand image among customers, advertisers must be able to take some important steps such

as matching a particular celebrity with the target audience and the product/service brand, the

overall image of the celebrity, trustworthiness, celebrity’s familiarity and likeness among the target

audience.

Nowadays, celebrities are used in advertising applications of product such as noodles,

beverages, cars, cosmetics and the telecommunication service as well. It should be remembered

that celebrity endorsement is not an end to means but rather a means to an end (Redenbacher,

2000). The extensive use of credible celebrities has several manifold reasons. To begin with,

celebrities mostly help advertising campaign or message stand out among various surrounding

clutter due to the high profile nature of these personalities, thus enhancing their communication

skills and ability. Also, the companies brand receives broad public relations leverage as a result of

celebrity endorsement (Alonso; 2006). It has been started that if the brand loyalty strategy is being

used effectively it can make the brand to facilitate quick awareness and also help the brand to stand

out. This means that the choice of celebrity for a product must be carefully done to give an edge

to the brand and the products.

1.2 Statement of Problem

Choi (2002) defined “endorsement is a channel of brand communication in which a celebrity acts

as the brand’s spokesperson and certifies the brand’s claim and position by extending his/her

personality, popularity, stature in the society or expertise in a field to the brand”.

The use of celebrity endorsement as a strategy to market a brand and a products and its

subsequent effects on the brand image of the firm has been researched moderately in the last few

4
decades (Erdogan, 1999). Research has found that the use of celebrity to endorse a brand and a

product is an effective advertising tool as it helps the firm to increase the brands recognition and

create attention and awareness for the products of the firm as well as the brand. The use of celebrity

to endorse a product is one of the common strategy in marketing communication to help companies

and firms build their brand image. The use of celebrity by advertisers helps to affect and improve

the effectiveness of an advert and as well help in brand recall and recognition (Spry et al., 2011).

Celebrity endorsement also help in global advertisement, brand repositioning, helps the company

to simplify the potential of the brand image as well as makes the company’s service and products

to be accepted and believed by consumers (Erdogan, 1999; Spry, Pappu & Bettina, 2011). In spite

of this, the most broadly and completed study conducted is currently outdated and (Hunter, 2010)

reasoned “that it is an under-researched phenomenon overall”.

Therefore, the researchers want to ascertain how a modern company like Mobile

Telecommunication Network (MTN) today might be able to improve its brand image by using

celebrity endorsement as their advertising in its marketing strategy. One other reason for the

selection or choice of MTN Ghana is the lack of existing study conducted on this subject in Ghana.

1.3 Purpose of the Research

The purpose of this research is to explore and understand the effects celebrity endorsement as a

marketing tool has on a firm’s brand image.

1.4 Research Objective

1. To ascertain the relationship between celebrity endorsement on the brand image of MTN

2. To find out how important celebrity endorsement is to consumers and does it affect their

awareness and responsiveness towards the Brands.

3. To determine whether celebrity endorsement is an effective advertising strategy for MTN.

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1.5 Research Question
1. What is the relationship between celebrity endorsements on the brand image of MTN?

2. What is the important celebrity endorsement to consumers and does it affect their

awareness and responsiveness towards the Brands?

3. Is celebrity endorsement an effective advertising strategy for MTN?

1.6 Significance of the study

The understanding of the effects of celebrity endorsement on the brand image of MTN Ghana

will help policy makers, the organization (MTN) and other telecommunication industry as well as

other stakeholders to design the best communication and marketing activities that can help

encourage the development and to sustain the brand image MTN Ghana. It will also help policy

makers to encourage, support and promote the establishment of appropriate strategies guide the

firms to use celebrity to promote their products and increase sales.

The outcome of the study would also help the mangers of the various telecommunication

industries in Ghana to acquire knowledge into how the effective use of celebrity advertising can

make them very competitive in the business environment. This study will provide an understanding

on the impacts of celebrity endorsement on sales and revenue on the MTN Ghana. A lot more

practices and the use of celebrity endorsement on the general performance of the

telecommunication industry in Ghana.

The study outcome will also offer the information on the background of other scholarly

research to any researcher or student who would like to study further on the impact of celebrity

endorsement. The outcome will also seek to help individual researchers to come up gaps that might

come up in the current study and research on those areas to fill them. The study will also be useful

to the academic environment especially students of Kwame Nkrumah University of Science and

6
Technology(KNUST) business school and also to broaden the understanding of the researchers on

impact of celebrity endorsement.

1.7 Scope of the Study

The study area will be MTN Ghana limited with its head office located within the capital city of

Ghana with a customer population of about 2.07 million (Ghana statistical service report, 2010).

The decision to use this scope for the study is because of the vibrancy, convenience and the

accessibility of the city of Accra in relation to business activities. There are many businesses in

the district and being the district capital the study would capture exactly what other part of the

metropolis is doing in relation to the use of information system. The study will use 150

questionnaires in conducting the study.

1.8 Methodological Overview

Methodology comes from systematic and theoretical analysis of the methods to evaluate suitability

of one specific method toapplyto a field of study. Typically encompasses concepts in the form of

paradigm, phases, quantitative and qualitative techniques as well as theoretical model.

The study is an exploratory study which also seeks to expand on the limited study done on

the use of celebrity to promote brand image. Both primary and secondary source of data will be

gathered, the primary data would be specific to the study, whilst the secondary data will be taken

from previous literature and study. Questionnaires was administered personally by the researcher

to the respondents.

The data collected will be analyzed with the use of frequencies, percentages and means in

analyzing and processing most of the data that will be obtained through the surveys. This will be

done with assistance of Statistical Package for Social Sciences (SPSS) software.

7
The results will be then analyzed on the possible relations within the different variables to arrive

at the findings using Chi square tests and descriptive statistics.

1.9 Structure of the study

Chapter one: This chapter introduces the proposal of the research which also talks about

the problem of the study and the evidence to support the study as well as the relevance of the study.

The study also looks the study objectives and the research questions.

Chapter two: This chapter analysis the various works that has been carried on the field of

celebrity endorsement in promoting brand image and the problem review thereof.

These describes celebrity endorsement in totality as well as its impact on

telecommunication, theoretical model, the concept of brand image and more concerning the

objectives set.

Chapter three: The third chapter of this study provides details on the methodology of the

study. The study also defined the methodology choices like the process of gathering data, the

criteria of sampling, the data analysis method and the limitation of the study.

Chapter four: This chapter addresses the findings and the analysis as well as the result

emanated out of the semi-structured questionnaires distributed to the respondents.

Chapter five: This chapter discuss the results and gives answers to the various research

questions and address the objectives in the chapter one. The chapter also provide accurate

conclusion to the study and give needed recommendation necessary to the study.

It also discusses into details the limitations and provides areas future studies.

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 CHAPTER TWO

LITERATURE REVIEW

2.0 Introduction

This aspect of the study deals with the literature in connection with the study areas. The chapter

covers the research theoretical foundation, celebrity endorsement and its impact on brand image.

This chapter of the study deals with the relevant of celebrity endorsement and the how it is used

as a marketing communication strategy to enhance the products and brand of the company.

2.1 Celebrity Endorsement

Over the years, endorsement of celebrity has become a great phenomenon. Khatri (2006) gave a

good definition of the term celebrity endorsement; he stated that„ celebrities mostly lend their

brand name to the companies they signed the endorsement deal with for the advertisement of

products which they may be the experts or not. Moreover, one of the most famous ways that

marketers promote various products and services is through celebrity endorsement (Halonen-

Knight & Hurmerinta 2010). Byrne et al. (2003) stated that, marketers who try to build a unique

and eye-catching image between the consumer and the brand usually engage in celebrity

endorsement to serve as a communication tool or strategy. Even though it is normal that a product

or brand is identified with just a celebrity endorser over a particular period of time, some marketers

sign and use two or more celebrities in their advertisement campaigns (Hsu & McDonald, 2002).

According to Friedman and Friedman (1979) a “an individual whose achievements in a particular

area or field of life other than the product endorsed makes him or her renowned can be describe as

a celebrity endorser. According to Meijer (2010), endorsers have been categorized into three main

types by the literature and they are: regular consumers, experts and celebrities. The major

9
difference between the endorser types has been attributed to the distinguishing traits that each

possesses.

There exists a similarity in the characteristic of regular consumers; they do not desire any

distinctive knowledge about the advertised product or brand. The only knowledge obtained is

through the normal use of the products and most often nothing more. The name and profession of

a “regular” consumer as an endorser is mostly used in the advertising message. Since consumers

viewed similarities between them and “regular” consumer endorsers, it influences them to feel

attracted to the celebrity endorser (Meijer, 2010). Experts as the name stands, possesses the needed

know-how which is a major element of the trait ‘credibility’. The special characteristic of an expert

is that he or she has a vast superior knowledge about the brand or product, mainly acquired through

experience, study or training and the said knowledge of an expert precisely add value to products

as compared to ‘regular’ consumer endorser. Professions and sometimes names are used together

when employing an expert as an endorser of a brand (Meijer, 2010). Target audience are much

more familiar with celebrity endorsers than the aforementioned types of endorsers (an element of

the trait ‘attractiveness’), and they are famous for success achieved in a peculiar area other than

the brand advertised. Some various types of celebrities are; politicians pop stars, politicians, film

and TV stars, writers, sportsmen or women, politicians, and scientists (Meijer, 2010).

2.2 Theoretical Framework

Hovland & Weissin formulated the source credibility theory in 1951. According to the

theory, the reaction of an audience to a message depends on the perceived credibility of the sender.

This means that the reaction that the receiver exhibit when they receive a message to a larger extent

depends on the credibility of the message source; what and how they see and acknowledge source

to be. It is briefly explained as the receiver’s acceptance of a message that is affected by the positive

10
traits of the communicator, (Ohanian, 1990: 41). Factors that characterized the communicators

perceived credibility was analyzed by the model of source credibility. The link between change of

attitude and the very source of a message is the bedrock of the source credibility model, Asemah

(2011:204). Using the right channel of channel to disseminate a message, increases the possibilities

of getting effective response but a used wrong source will result into a poor feedback.

According to Anaeto & Anaeto (2010) in Asemah (2011:168), the theory of source

credibility has been divided into three different models. The factor models are, the constructivist

and the functional model. Anaeto & Anaeto (2010) stated that, the factor model shows the extent

to which the audience adjudicates the credibility of the source of the message; the factor model of

constructivist determines what the audience does with the channel proposal while the functional

model analyses the extent to which the individual needs of the receiver are satisfied by a perceived

source of credibility. Based on that, right channels must be use to communicate the appropriate

messages to the target audience. The source credibility theory proposed that the proficiency and

reliability of a message source determines the effectiveness of a message. To capture the attention

of the target audience, the theory of source credibility says that any message of advertisement must

be convincing enough to snare the receiver’s attention and that is the relevance of the theory to

this research work. Some major attribute that makes the recipient perceived a source as having a

significant knowledge is the credibility of the channel, trusts and the expertise source. More reason

why celebrities are used for the advertisement strategy is to propagate unbiased, equitable or

objective information. The source of celebrity used for the purpose of advertising should be

efficacious, honest, trustworthy, ethical and credible. A well designed advertising message draws

the recipient’s attention which propels the receiver to positively react and the presence of

celebrities in an advert can capture and maintain audience attention. Therefore, customers find

11
these popular personalities more charming when they perceive them (celebrities) as similar to them

and they adore the celebrities.

2.3 Empirical Studies

Advertisement in the last few years has been used as a random to create and bring awareness about

products to consumers by organizations. However, since the advancement in the technology and

the increasing usage in social media, most companies and industries have resort to the use of

celebrities instead of the usual random models. In the early part of 2013, one of the biggest

beverages producer pepsi used pop star Beyonce to advertised and market their products. Alicia

keys was also engaged by blackberry to launched their BB10 range. Automobile producer Honda

used Nick Cannon among others. Mobile telecommunication network (MTN) in used celebrities

like Oyetoro Hafeez to advertised their products. The competitor of MTN, Glo communication

network company also used the like of P-square. These celebrities were used by their respective

companies as they have huge followers and their influence is expected to pushed their fans to stay

glued to them and the products they had endorsed. According to Taiwo (2013), these celebrities

are engaged as they are expected to use their popularity to increase the products presence in the

market as well as to give the products exposure.

Kamakura (1995) stated that in the sphere of influence of the impact of the celebrity is supposed

to lay up distinctive identity as well as offer “effective audio- visual communication to the brand,

the celebrity does not have any power to improve or debilitate the efficiency and features of the

product or brand”. To some extent the purchase of the brand can be increased by the use of celebrity

endorsement. As McCraken (1998:16) revealed that celebrity endorser who is mostly seen as a

brand ambassador is “any individual who enjoys public recognition on behalf of a consumer by

appearing with an advertisement”. According to Okorie et al (2012:145), stated that studies has

12
clearly showed that the endorsement by celebrity affects customers ‟feelings in general and it

could affect the attitude of customers towards the advertisement and brands too which could result

in enhancing of purchase intentions and as a result in enhancing of sales”. Many organizations

select celebrities as ambassadors of their brand for a number of reason. The life experience of the

celebrity that fits an advertising message is one if the major reason for the selection of the celebrity

as well as the high appeal of the celebrity. According to an online article published by Desmond

Ekeh (2009) “companies now eagerly part with cash to ensure that celebrities are effectively used

to promote their brands especially through the electronic media”.

2.4 Reasons for Celebrity Endorsement

The endorsement of celebrity is seen to be reliable ways of “money is burning”, Kirma Sharma

and Shashi (2013: 76), “this is because there is a world of products the value of which customer

obtains purchase of any given variety which could be the reason for social standing”. It is often

said that people want to look good by wearing the “right” dresses as well as use products they

think are right for them. Companies mostly used celebrities to endorsed their products with very

high margin of production as well as huge customer base. Celebrities are often use to market

products like soft drinks, shoes and telecommunication companies among others per their huge

cost margin. Marketers of some products need co-ordination over a number consumer groups such

income, age different, different geographical location as well as educational groups. Products of

this kind and the kind of advertising messages they communicate is seen to be very effective as

well as co-ordinate mechanism. According to Clark and Horstman (2003) reasoned celebrities are

recognized publicly and are used to achieve low cost across the co-ordination of group. When

people are told that a service or product can be of help to them, they are likely not to believe, and

because the companies have the interest to sell their products and services they have to engage the

13
services of those they think can be of great service to them in marketing their service and products.

Rawtani (2012) stated that celebrities have the trust of their followers they believe what comes

from their stars, so in that case the companies engage the services of the celebrities to help them

to sell them.

2.5 Celebrity Endorsements as a Strategy

The signing of celebrities to endorsed brands and products is a “time-tested strategy”, and has been

used effectively by many top companies worldwide to promote their brands and products. The

likes of Nike, Pepsi, Hill Lux soap Gwalior, Dinesh as well as Vimal used celebrities to promote

their brands. It is believed marketers used celebrities to endorsed their products for many reasons

and benefits and key among the benefits are the idea of building credibility, drawing of attentions,

trust fostering which leads high sale of products and brand. The companies decide to engage the

stars based on the idea to communicate to their consumers. MG Parmeswaran, Executive Director

of FCB Ulka says, “As advertising professionals, we recommend celebrity endorsements when the

case is justified. There are many cases where you need to use the celebrity to break out of a

category clutter. At times celebrity endorsement is used to build credibility to the brand offer.”

Many scholars indicated that judicious use of the celebrities to endorse a brand is an effective

marketing strategy. According to Mohammed Khan, Chairman of Enterprise Nexus, “Using a

celebrity by itself is not a bad idea provided it is done intelligently.”

2.6 Celebrity Branding and Its Effect on Consumers

The strategy to use celebrities to endorse a brand and a product can at least guarantee a company

an attention to their brand or products. And once a firm decides of engage “celebrity endorsement

strategy”, one thing people always ask is,“Which celebrity to select”? a lot of scholars have

14
indicated that it is insufficient for a celebrity to have a positive effect on brands and products, since

they have to offer a very high appropriateness their products and brands. Sylvester Stallone stated

that“high recognition and reputation, but he still would not be good choice for advertising World

Peace Conference”. One thing marketers always ask or are worried of is if the use of celebrity

endorser will bring more sale to the organization and as well increase their sales revenue. Scholars

have also indicated that is usually not good for one celebrity to endorse and promote a lot of

products at one particular time. Kotler 1991 stated that just as hiring of celebrity endorser to

promote is a good and perfect idea as if have yielded more benefits, the company always pray for

scandal free from their star endorsers like involving themselves in immoral acts that would bring

the name of the company into disrepute.

15
 CHAPTER THREE

RESEARCH METHODOLOGY

3.0 Introduction

This chapter discusses the detailed research methodology adopted for the achievement of the

objectives of the study. The chapter discusses the research design, types and sources of data,

sampling techniques, methods of data collection and data analysis. It provides detailed

explanations to each of the methods employed and how the methods adopted are appropriate for

the study.

3.1 Research Design

As noted by Ghauri and Gronhaug (2005), “a research design is the overall plan for relating the

conceptual research problem to relevant and practicable empirical research”. According to Orodho

(2002), descriptive survey design is used in studies to allow a researcher to gather, summarize,

present and interpret information for the purpose of clarification.

3.2 Types and Sources of Data

This study employed the use of data obtained from both primary and secondary sources to meet

the objectives of the study. Primary data obtained from the respondents were necessary in order to

gain first-hand information on the key themes captured in the study. Secondary information also

gave an insight into the study and enabled the thorough examination of the various views and

works related to this study.

16
3.2.1 Primary Data

Primary data sourced from the staff of MTN and selected subscribers of MTN were mainly used

by the researchers. This assisted the researchers to get first-hand information from the various

respondents through the administration of questionnaires to the respondents.

3.2.2 Secondary Data

Secondary information was employed to supplement the primary data. Secondary information was

obtained through a review of existing literature from published books, journals as well as policy

documents and existing reports about the topic under study. Secondary information provided an

insight into the study and enabled the thorough examinations of the various views and works of

other people that were related to this study.

3.3 Research Population

A research population refers to the universe of units from which a sample is selected. The

population for this research consists of MTN and some subscribers of the company. Since there is

no authoritative number of registered and actual subscribers, 110 selected subscribers are used.

3.4 Sample Size

Sampling design refers to the procedure a researcher adopts in selecting items for the sample

(Kothari, 2004). A sample is a sub-group of the population which is an ideal representative of the

entire population. For this research, samples of 110 of staffs and subscribers will be selected. The

sample size for this study was obtained with the following formula:

Z 2 * ( p) * 1  p 
ss 
C2

17
 Where:

ss=sample size

p=percentage picking a choice, expressed as decimal (0.5 used for this study)

C=confidence interval, expressed as decimal (0.094 used for this study).

Putting the values into the formula gives:

1.96 2 * (0.5) * 1  0.5
ss 
0.094 2

ss=108.692

The calculated sample size of 108.692 was then rounded to 110.

3.5 Sampling Techniques

In order to take care of all the issues under consideration in the research objectives, this study

employed probability sampling. A probability sampling scheme is one in which every unit in the

population has a chance (greater than zero) of being selected in the sample, and this probability

can be accurately determined (Kothari, 2004).Under the probability sampling, the study used

stratified sampling. This was used to ensure that there is a proportionate representation of the

different mobile phone service providers and their customers in the sample.

3.7 Methods of Data Collection

Primary data were collected mainly through a questionnaire survey. Kothari (2003) defines a

questionnaire as a formal set of questions or statements designed to gather information from

respondents that accomplish research objectives. According to Naoum (1998), the questionnaire

is probably the most widely used data collection technique for conducting surveys to find out facts,

opinions andviews. For this research, a questionnaire was selected because it enhances the

18
reliability of observations and improves replications because of the inherent standardized

measurement and sampling procedures (Oppenheim, 1996). A structured questionnaire will be

design and administered separately to both subscribers and the staff to obtain the required data

pertaining to all issues of the topic under study.

3.7.1 Questionnaire Structure

The questionnaire was developed with brevity as an intended goal. The questionnaire was

structured into separate sections based on the objectives of the study. The questionnaire comprised

open-ended and Likert type questions. The closed-ended and Likert type questions were used for

their advantages of being quick to answer and requiring no writing by the respondent (Naoum,

1998). The open-ended questions were used to obtain in-depth responses on the issues. The various

questions were obtained with the help of a detailed literature review and were simple, easy,

unambiguous and void of technical terms to minimize potential errors from respondents.

3.7.2 Distribution of Questionnaire

The researchers personally administered the questionnaire to the respondents in order to ensure a

high return rate and to ensure that the questionnaire got to the right people. The researchers used

both the self-administered and the interviewer administered questionnaire in order to elicit

responses from both literate and illiterate respondents.

3.8 Data Analysis and Presentation

The data collected were analysed with the use of frequencies, percentages and means in analysing

and processing most of the data that were obtained through the surveys. This was done with the

Statistical Package for Social Sciences (SPSS) software. The results were then analysed on the

possible relations within the different variables to arrive at the findings using Chi square tests. The

19
data analysis was in the form of comprehensive statements and analytical descriptions based on

the primary data as well as the secondary information. Microsoft Excel was used to create visual

presentations such as charts and tables to describe the variables.

20
 CHAPTER FOUR

DATA PRESENTATION AND ANALYSIS OF DATA OF RESULTS

4.0 Introduction

This section of the study offers the presentation of the results from the data collected. The result

will be discussed each research questions or objective to provide enough understanding of the topic

under review. It starts with the respondent’s profile or background and followed with the various

research objectives. This includes the relationship between celebrity endorsement on the brand

image of MTN; the important celebrity endorsement is to consumers and does it affect their

awareness and responsiveness towards the Brands and whether celebrity endorsement is an

effective advertising strategy for MTN.

4.1 Respondent’s Demographics Data

With the quest to get well acquainted with the respondents, the researchers discuss background

information like the gender of the respondents. Others include their age, their level of education

as well as their occupation. The analysis of the respondent’s profile is presented below.

4.1.1 Gender of Respondents

With regards to the gender of the respondents. Majority of the respondents 57.3% are males while

the remaining of the 42.7 of the respondents were females. This shows that more males are involve

in the study than females.

The gender distribution of the respondents is presented below.

Table 4.1: Frequency distribution of gender

Gender Frequency Percent (%)

21
 Male 63 57.3
Female 47 42.7
Total 110 100.0

Source: Field survey, 2018

4.1.2 Age Distribution of Respondents

The respondents’ ages ranged from 18 years to above 65 years. This indicates that the study

covered respondents from a wide range of ages. The respondents’ ages areshown in Figure 4.1.

35

30(27.3%)
30
26(23.6%)
Number of Respondents

25
22(20.0%)

20 19(17.3%)

15

10 9(8.2%)

5 4(3.6%)

0
18-25 26-35 36-45 46-55 56-65 65+
Age Groups

Source: Field survey, 2018

Figure 4.1: Age Distribution of Respondents

The figure above shows that the 36-45 age brackets contained the most of the respondents

representing 27.3% of the total sample size. This was followed by the 26–35and 46-55 age

brackets, representing 23.6%and 20.0% respectively of the total sample size. Also, another8.2%

of the respondents was captured within the 56-65 age brackets as against only 3.6% in the above

65 years’ age bracket. This result implies that a large number of the respondents were in their

22
youthful ages and still fell within the labour force. This is consistent with the general age structure

of Ghana’s population, where many people are in their youth with a considerable decrease in size

of the number of older people in the population.

4.1.3 Educational Status of Respondents

With the educational status of the respondents, only 5% of the respondents had never had any

formal education with the remaining 95% found to have formal education of primary level and

above. Majority of the respondents (32%)had completed junior high school level education. This

was followed by another 27% of the respondents who had completed senior high school, vocational

or technical education levels. Approximately 19% of the respondents had primary level

educationwith another 17% of the respondents having had tertiary level education. Figure 4.2

depicts this data.

17% 5%
19%
No formal schooling
Primary
27% JHS

32% SHS/VOC/TECH
Tertiary

Source: Field survey, 2018

Figure 4.2: Educational Status of Respondents

23
4.1.4 Occupation of Respondents

With regard to occupation of the respondents, it was found that the respondents had varied

occupations. The data on the occupation of the respondents is presented in Table 4.2.

Table 4.1.4: Occupation of Respondents

Occupation Frequency Percent (%)
Trader 24 21.8
Artisan 18 16.4
Formal occupation 18 16.4
Civil/Public servant 20 18.2
Student 10 9.1
Unemployed 7 6.4
Other 13 11.8
Total 110 100.0

Source: Field survey, 2018

From Table 4.2.3, it can be observed that most of the respondents were traders representing 21.8%

of the total respondents. Civil/Public servants constituted 18.2% of the respondents. Also, 16.4%

of the respondents were in formal occupations such as nursing, teaching and banking. Another

16.4% of the respondents were artisans such as masons, carpenters and electricians. Furthermore,

9.1% of the respondents were students with another 6.4% of the respondents being unemployed.

The results of the analysis indicate that majority of the respondents were spread between formal

occupations and informal occupations.

24
4.2 The Relationship Between of Celebrity Endorsements on Brand Image of MTN

In this section, the study explores the impact of celebrity endorsement and brand image.

Empirically, the respondents were asked to rate their extent of agreement to the various factors. A

five-point Likert scale with 1 representing ‘Strongly Disagree’, 2 representing ‘Disagree’, 3

representing ‘Uncertain, 4 representing ‘Agree’ and 5 representing ‘Strongly Agree’ was used.

The data was analyzed using percentage shares of the respondents for each rating and their mean

values. The result of the analysis is presented in Table 4.3.

Table 4.3: The Impact of Celebrity Endorsement on Brand Image.

Extent of respondents Agreement (%)
Strongly Strongly Mean SD
Disagree Uncertain Agree
Disagree Agree
Tool for
communicating the 3.96
company’s brand 7.3 7.3 9.1 34.5 41.8 4.94
Promoter for the
3.85
company’s brand 9.1 7.3 12.7 30.9 40.0 4.67
Provides specific
differentiation and
strengthen the brand
3.82
image in a market
with intense
competition 8.2 11.8 10.9 28.2 40.9 4.61
Serves as a marketing
strategy to impacts
3.81
on the firm’s brand
image 10.0 8.2 11.8 30.9 39.1 4.61
Helps in getting
attention of the
3.67
public regardless the
product type 13.6 8.2 11.8 30.9 35.5 4.43
It helps to popularize
3.56
the company’s brand 14.5 10.0 15.5 25.5 34.5 4.20
Source: Field survey, 2018

25
From Table 4.3, it can be seen that 34.5% and 41.8% respectively agreed and disagreed to the

notion that “Tool for communicating the company’s brand” was an important factor for celebrity

endorsement of MTN as against only 7.3% of the respondents who disagreed. ‘Tool for

communicating the company’s brand’ had the value of 3.96 as its mean, which happens to be the

highest among the mean. This variable also had a 4.94 as its standard deviation. This position

clearly shows that majority of the respondent thinks that celebrity endorsement is a tool for

marketing company’s brand.

‘Promoter for the company’s brand’ had a mean value of 3.85 and standard deviation of 4.67 that

a large number of the respondents generally agreed to it as being an important factor in celebrity

endorsement as compared to the respondents who generally disagreed. From the data, 30.9% and

40.0% of the respondents respectively agreed and strongly agreed to this factor that the use your

celebrity to endorse a product helps to promote the brand of the company as against only 7.3% and

9.1% of the respondents who disagreed or strongly disagreed respectively.

Likewise, the mean values obtained for the ‘Cheaper than the other method’, ‘Ease of

registration/activation’, ‘Ease of use’ and ‘Secure to use’ statements were 3.82, 3.81, 3.67 and 3.56

respectively indicating general agreement to these factors by majority of the respondents.

The results show that all the statements had mean values above 3.50 which is indicative of general

agreement to the given factors with the exception of the ‘Faster than the other method’ statement

which had a mean of 3.38 indicating general neutrality of their response. The standard deviations

were found to be high across all the factors indicating a large range between the responses from

the respondents who generally agreed and the respondents who generally disagreed to the factors.

26
4.3 Important Celebrity Endorsement is to Consumers and Does It Affect Their Awareness

and Responsiveness Towards the Brands.

In this section, the study explores the how important celebrity endorsement is to consumers and

does it affect their awareness and responsiveness towards the brands by the respondents.

Empirically, the respondents were asked to rate how often they used mobile money transfer

services for various uses. A five-point Likert scale with 1 representing ‘Strongly Disagree’, 2

representing ‘Disagree’, 3 representing ‘Uncertain, 4 representing ‘Agree’ and 5 representing

‘Strongly Agree’ was used. The table below constitute The result of the analysis is presented in

Table 4.4.

Table 4.4 Frequency of important of celebrity endorsement is to consumers and does it affects
their awareness and responsiveness towards the brands.
Frequency (%)
Stron Mean SD
Strongl
gly Uncerta
Uses Disagreed Agree y
disagr in
agreed
eed
Celebrity
endorsement
3.13
influences
consumer loyalty 15.5 11.8 16.4 22.7 33.6 4.16
Celebrity
endorsement
enhances product 3.12
information and
create awareness 12.7 16.4 10.9 31.8 28.2 4.24
Create an impact in
the brand
2.87
preference attitude
of consumers 6.4 7.3 14.5 42.7 29.1 4.97
Celebrity inspire the
choice of brand and 2.83
product 6.4 16.4 6.4 33.6 37.3 4.87

27
 The trustworthiness
of the celebrity
influence purchase 2.81
decision of
consumers 9.1 18.2 20.9 22.7 29.1 4.13
The sense of
similarity with
2.79
celebrity influences
my purchase 16.4 6.4 34.5 20.9 21.8 4.37
Source: Field survey, 2018

From Table 4.4, it is noticeable that responses from the respondents on the various impact of

celebrity endorsement on the awareness and responsiveness of customers towards the brands. The

statement with the highest mean values were ‘Celebrity endorsement influences consumer loyalty’

and ‘Celebrity endorsement enhances product information and create awareness’ with respective

mean values of 3.13 and 3.12.With regard to ‘Celebrity endorsement influences consumer loyalty’,

majority of the respondents (56.3%) indicated using celebrity to endorse a brand influences

consumers loyalty s service at least once monthly as against 27.3% of the respondents who

indicated that celebrity endorsement that does not influence the loyalty of the consumers. With

regard to ‘Celebrity endorsement enhances product information and create awareness’, majority

of the respondents (60.0%) indicated using the celebrity endorsement enhances product

information and create awareness as against a minimum of 40% of the respondents who disagreed

that the usage celebrity endorsement enhances products information and create awareness.

‘Celebrity inspires the choice of brand and product’ and ‘the trustworthiness of the celebrity

influence purchase decision of consumers’ were followed with respective mean values of 2.87 and

2.83. For instance, majority of the respondents (70.9%) indicated the use celebrity endorsement is

an effectively affects the awareness and responsiveness of consumers towards the brand as against

28
22.8% of the respondents who disagreed that celebrity endorsement is an effectively affects the

awareness and responsiveness of consumers towards the brand.

Likewise, 51.8% of the respondents indicated the use of celebrity endorsement affects consumer

awareness and their responsiveness to the brand of the company while 27.3% of the respondents

disagreed to the fact that using the celebrity endorsement affects consumer’s awareness and

responsiveness. The results imply that the respondents use sees celebrity endorsement as a tool to

create consumer awareness and as swell make them responsiveness.

4.4 Effectiveness of Celebrity endorsement is an effective advertising strategy for MTN

In this section, the study explores whether celebrity endorsement is an effective advertising

strategy for MTN. Empirically, the respondents were asked to rate their extent of agreement to the

various effects. A five-point Likert scale with 1 representing ‘Strongly Disagree’, 2 representing

‘Disagree’, 3 representing ‘Uncertain, 4 representing ‘Agree’ and 5 representing ‘Strongly Agree’

was used. The data was analysed using percentage shares of the respondents for each rating and

their mean values. The result of the analysis is presented in Table 4.5.

Table 4.4: Effectiveness of Celebrity endorsement is an effective advertising strategy for

MTN
Extent of Agreement (%)
Strongly Strongly Mean SD
Effects Disagree Uncertain Agree
Disagree Agree
Celebrity
endorsement
4.00
increase brand
awareness 5.5 7.3 10.0 36.4 40.9 4.99
It encourages trial 6.4 6.4 10.0 37.3 40.0 3.98 4.98
Celebrity
endorsement
3.94
attracts fans to try
the brand 7.3 6.4 11.8 34.5 40.0 4.83

29
 It enhances brand
3.56
image 14.5 10.0 15.5 25.5 34.5 4.20
It helps to create
purchase 3.77
confidence 10.9 10.9 9.1 28.2 40.9 4.61
It communicates
very well the
3.86
products of the
company 10.0 9.1 13.6 29.1 38.2 4.49
Internationalize the
3.76
brand 8.2 10.9 14.5 30.0 36.4 4.43
Enlarge the youth
3.66
market 12.7 7.3 13.6 33.6 32.7 4.42
Renew brand image 12.7 10.0 5.5 36.4 35.5 3.68 4.91
Attract people to
3.81
the watch the ad 10.0 8.2 11.8 30.9 39.1 4.61
Source: Field survey, 2018

The results of the analysis of data on whether celebrity endorsement is an effective advertising

strategy for MTN’ activities reveal a trend where few respondents disagree or strongly disagree to

the various effects as against many respondents agreeing or strongly agreeing to the statements.

All the effects had mean values above 3.50 indicating a general sense of agreement that celebrity

endorsement is an effective advertising strategy. The high values for the standard deviations

indicate that a large number of the respondents generally agreed that celebrity endorsement is an

effective advertising strategy as compared to the respondents who generally disagreed to the

statement.

From Table 4.5, it is noticeable that the highly rated strategies for using celebrity endorsement

were the ‘Celebrity endorsement increase brand awareness’, ‘it encourages trial’ and ‘Celebrity

endorsement attracts fans to try the brand’ with respective means of 4.00, 3.98 and 3.94. With

regard to the strategy of increasing awareness, only 5.5% and 7.3% of the respondents respectively

30
strongly disagreed and disagreed as against40.9% and 36.4% of the respondents strongly agreeing

and agreeing respectively.

Likewise, the strategy to encourage trial was strongly disagreed and disagreed by only 6.4% and

6.4% of the respondents strongly disagreed and disagreed that using celebrity in advertisement

helps to encourage trial and each respectively as against 40.0% and 37.3% of the respondents who

strongly agreed and agreed that using celebrity to advertise product helps to encourage trials.

Celebrity endorsement attracts fans to try the brand was strongly disagreed and disagreed by 7.3%

and 6.4% of the respondents respectively as against 34.5% and 40.0% of the respondents who

agreed and strongly agreed respectively.

Similarly, attract people to the watch the ad was strongly disagreed and disagreed by 18.2% of the

respondents each respectively as against 39.1% and 30.9% of the respondents who strongly agreed

and agreed to the effect respectively. The mean values obtained for the following strategy of

using celebrity as an advertising tool: ‘It communicates very well the products of the company’,

‘Internationalize the brand’ and ‘It helps to create purchase confidence were 3.86, 3.77 and 3.76

respectively indicating general agreement by the respondents.

Literature shows that in many instances, the use celebrity as an effective marketing strategy helps

to impact and build the brand of the company and helps them to reach more customers. In this

regard, the use of celebrity endorsement is an effective advertising strategy as it helps to enlarge

the youth market of the company. The strategy of using celebrity to advertise is also effective as it

helps to renew the brand of the company.

31
 CHAPTER FIVE

SUMMARY, CONCLUSIONS AND RECOMMENDATIONS

5.0 Introduction

In this section, the data collected by the researchers are presented and analyzed and the results

interpreted. As earlier mentioned in chapter one, the study sought to ascertain the effect of celebrity

endorsement on the brand image of Mobile Telecommunication Network (MTN).This chapter

contains a summary of the main findings of the study from the previous chapter. It also concludes

the study and suggests some recommendations based on the findings.

5.2 Summary of Findings

This study was carried out to examine the effects of celebrity endorsement in advertising on brand

image among mobile telecommunication users in Ghana: a case study of MTN Ghana.

This study agrees with the finding of Ohanian, (1990); Ogunsiji, (2012); McCraken (2005) and

Schlecht (2003), “where there was a relationship between celebrity endorsement of product and

brand image”. According to the analysis, the study revealed that the use of celebrity endorsers as

a marketing strategy helps to impact on the brand image of the products of MTN. From the data,

it was revealed that a total of 76.3% of the respondents agreed that celebrity endorsement helps to

improve the brand image. According to Ogunsiji (2012), empirical finding supports the fact that

celebrity endorsement has had positive effect on both the brand and the products of the

companies.The results of the findings agreed with other findings that the public recognition of

celebrities gives credibility and offer influence to the brand and products on the company. The

data analysis further revealed 60.0% of the respondents stated the use of celebrity popularize the

brand of the company.

32
the use of celebrity to endorse a brand of a company helps customers to avoid difficulty in the

selection of products and brand as it offers credibility to the consumers and influence them to

accept what has been promoted by their stars. The results of the analysis implied that majority of

66.3% respondents stated that celebrity endorsement influences consumer loyalty.

The result of the analysis shows that fans are attracted to the brand as the result of the celebrity

endorsement. Kahle and Homer (1985) stated that “marketers always treat the physical

attractiveness as one of criteria of choosing endorsers since it could influence people’s attitudes

on the advertisement and the products”. The data also shows that, 87.3% of the respondents agreed

that the celebrity endorsement helps in awareness creation. According to McCracken (1989),

“Celebrity endorsement increase awareness of a company's advertisingas well as help in retention

of message in the psyche of the audience”.

5.3 Conclusions

The reason for the study was to offer compressive insight into the influence of celebrity on the

brand image of Mobile Telecommunication Network (MTN). the study concluded that consumers

are likely to shift or switch to another brand that is favored or endorsed by their favorite stars. The

study found out that the use of celebrity to endorse brand helps to generate enormous publicity for

the said brand. It also creates a positive image for the brand and the company at large. The study

also found out that the activities and actions of the celebrity endorser helps to create awareness

and position the brand in the mind of the customers of MTN. this also implies that celebrity

endorsement helps to build good image and reputation for the company in the eyes of the audience.

It was also concluded that the marketing of the brand by the celebrities helps to differentiate the

products and brand of the organization as well as offering differentiation to the brand among its

33
competitors. The study also concluded that the positive attitude of the endorser is very essential

in the selection of the celebrity. The image of the brand would be damaged should an endorser

engage in any scandalous activities.

As a result of this, due diligence should be exercise by MTN who want to engage the services of

a celebrity for brand endorsement. Companies should make sure the selected celebrity endorser

should believe in the course of the company and will be able to stay away from any negative

behaviour which might affect the brand image. It is therefore important for a company to stress on

good behaviour when they want to engage a celebrity for an endorsement.

5.4 Recommendations

Based on the findings of the study, the following recommendations are suggested to how MTN

can effectively use celebrity endorsement to enhance their brand image:

The research recommended that the company should monitor the conduct, public image and

behavior of the celebrity endorser should scrutinize and analyze constantly during the time of

endorsement to minimize the negative effects on the brand of the company. This can be achieved

through clause in the contract that would also help in easy review and other actions. The company

is advised to also include clauses that would persuade the celebrity and his/her behavior to the

advantage of MTN in the signed contracts. The company is also advised to select celebrities that

believe and shares in the vision and mission of the company. They should believe in the brand and

believe in the ideology of the organization. This would help in influencing the process of

perception of the consumer to the benefit of the company.

34
As part of the branding strategy, MTN should maintain some level of consistency between the

brand and the celebrity endorser. This is believed to build and offer strong identity and personality

between the brand and endorser. Mobile Telecommunication Network should also know that the

use of celebrity to endorse their brand is a long term strategic marketing decision that have the

possibility of affecting the image of the company.

It is also recommended that MTN should formulate advertising collaterals to help the company to

avoid being overshadowed by the personality of the celebrity. In celebrity endorsement there is the

possibility of the image of the celebrity eclipsing the image of the company, therefore it is

necessary for MTN to develop an ad the will project high the image of the brand or organization.

35
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 APPENDIX
RESEARCH QUESTIONNAIRE

KWAME NKRUMAH UNIVERSITYSCIENCE AND TECHNOLOGY

RESEARCH TOPIC

“THE EFFECTSOF CELEBRITY ENDORSEMENT IN ADVERTISING ON BRAND

IMAGE AMONG MOBILE TELECOMMUNICATION USERS IN GHANA: A CASE

STUDY OF MTN GHANA”

Dear Respondent, this questionnaire is meant to seek information on the above topic. The
researcher(s) is/are student(s) of the above University and this research work constitutes the long
essay component of the entire study. Please be assured that this research is purely an academic
exercise and as such your response will be kept strictly confidential. Please be at ease in providing
clear, accurate and objective responses to the questions. Thank you.
SECTION A: BACKGROUND CHARACTERISTICS
1. Sex of respondent a) Male b) Female

2. Age of respondent a) 18-25 b) 26-35 c) 36-45

d) 46-55 e) 56-65 f) Above 65

3. Highest educational level of respondent

a) No formal schooling b) Primary c) JHS
d) SHS/Voc/Tech e)Tertiary

4 Occupation of respondent
a) Trader b) Civil servant c) Student
d) Artisan e) Unemployed
f) Formal occupation (eg banking, teaching, nursing etc) g) Other
SECTION B
THE RELATIONSHIP BETWEEN CELEBRITY ENDORSEMENTS ON THE BRAND
IMAGE OF MTN
Use 1-Strongly disagree, 2-Disagree, 3-Moderate extent, 4-Agree and 5-Strongly disagree.
1 2 3 4 5
STATEMENTS

40
 It serves as a tool for communicating the company’s brand

It serves as a promoter for the company’s brand

It provides a specific differentiation and strengthen the brand

image in a market with intense competition

Celebrity endorsement as a marketing strategy impacts on a

firm’s brand image

Using a celebrity as an endorser has the advantage of getting

attention of the public regardless of the product type

Celebrities are used to popularize their brands

HOW IMPORTANT CELEBRITY ENDORSEMENT IS TO CONSUMERS AND DOES

IT AFFECT THEIR AWARENESS AND RESPONSIVENESS TOWARDS THE
BRANDS
Use 1-Strongly disagree, 2-Disagree, 3-Moderate extent, 4-Agree and 5-Strongly disagree.
1 2 3 4 5
STATEMENTS
Celebrity endorsement influences consumers loyalty

Celebrity endorsement enhances product information and

creates awareness

Create an impact in the brand preference attitude of consumers

Celebrity inspire the choice of brand and product

The trustworthiness of the celebrity influence purchase

decision of consumers

The sense of similarity with celebrity influence my purchase

decision

3. WHETHER CELEBRITY ENDORSEMENT IS AN EFFECTIVE ADVERTISING

STRATEGY FOR MTN.Use 1-Strongly disagree, 2-Disagree, 3-Moderate extent, 4-Agree and
5-Strongly disagree.
1 2 3 4 5

STATEMENTS
Celebrity endorsement increase brand awareness

41
It Encourages trial

Celebrity endorsement attracts fans to try the brand

It enhances brand image

It helps to create purchase confidence

It communicates very well the products of the company

Internationalize the brand

Enlarge the youth market

Renew brand image

Attract people to watch the ad

Thank you.

42