Celebrity Endorsement and Consumer Buying Behaviour:Enhancing the Promotion Function of Marketing in the Central Business Area of Accra, Ghana

Abstract

This paper examines the phenomena of celebrity endorsement in advertising as part of marketing promotions. The concept is considered as a measure of positively influencing consumers'  behaviour towards making a purchase of a company's offer. The major considerations in this paper were to unravel the factors or variables considered in selecting a celebrity or making a purchase; the extent to which a celebrity's endorsement influences consumers' purchase or re-buy behaviour; as well as its influence generally on marketing promotions. The reviewed literature and the data captured from about a hundred and forty-eight respondents covering management, internal customers and external customers gives the findings a high level of validity and reliability. The results indicates that company's select celebrities based on credibility, brand match and attractiveness whiles consumers' are influenced by price, celebrity endorsement, quality and packaging. There was overwhelming agreement for a greater extent of influence on behaviour as well as marketing promotions. The paper concluded on the positive relationships celebrity endorsement has with consumer behaviour and marketing promotions in general. It recommended that companies using celebrities should ensure that the celebrities match the brand, that is, the celebrity must have the value and image required to advertise the brand. It is only when adverts are matched up by attractiveness and expertise that the brand attitude would be more favourable, and find greater purchase intentions. We study shall replicate this study in Togo and Nigeria to gauge the regional view of the influences of celebrity endorsement on consumers' purchase behaviour.

Key Words: Celebrity Endorsement, Consumer Behaviour, Marketing Promotions,