Celebrity Endorsement and Purchase Intention of the Buyer in Clothing Sector
Companies are continually determined to increase and maintain clients by means of developing their brand reputation and image. Mainly, this calls for better celebrity endorser strategies with targeted markets. The goal of the study was to focus on investigating celebrity endorsement on the purchase...
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| Format: | Article |
| Language: | English |
| Published: |
The Institute of Textiles and Fashion Professionals – Ghana
2019-06-01
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| Series: | Fashion and Textiles Review |
| Subjects: | |
| Online Access: | https://journal.itfpgh.com/ftr/article/view/41 |
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| _version_ | 1849736052275675136 |
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| author | Mohammed Majeed Joana Akweley Zanu Rebecca Lartekai Lartey |
| author_facet | Mohammed Majeed Joana Akweley Zanu Rebecca Lartekai Lartey |
| author_sort | Mohammed Majeed |
| collection | DOAJ |
| description |
Companies are continually determined to increase and maintain clients by means of developing their brand reputation and image. Mainly, this calls for better celebrity endorser strategies with targeted markets. The goal of the study was to focus on investigating celebrity endorsement on the purchase intention of the buyer in the clothing/fashion sector. The present study used the Statistical Software Package for Social Sciences (SPSS) to analyse the data. The outcome of this study provided evidence that celebrity appearance in advertising in Ghana’s clothing sector is admired by buyers because of the use of celebrity, which influences the public. Also, celebrities are recognised by the love, fashion style, lifestyle similarity and knowledge about the celebrity; hence, they are respected and relied upon by most of the customers and social groups. It concluded that a relationship existed between celebrity endorsement and consumers purchase intention.
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| format | Article |
| id | doaj-art-d52f06d25e834454af0e8a450ae39d24 |
| institution | DOAJ |
| issn | 2665-0983 |
| language | English |
| publishDate | 2019-06-01 |
| publisher | The Institute of Textiles and Fashion Professionals – Ghana |
| record_format | Article |
| series | Fashion and Textiles Review |
| spelling | doaj-art-d52f06d25e834454af0e8a450ae39d242025-08-20T03:07:23ZengThe Institute of Textiles and Fashion Professionals – GhanaFashion and Textiles Review2665-09832019-06-01110.35738/ftr.v1.2019.12Celebrity Endorsement and Purchase Intention of the Buyer in Clothing SectorMohammed Majeed0Joana Akweley Zanu1Rebecca Lartekai Lartey2Department of Marketing, Tamale Technical University, TamaleDepartment of Fashion Designing and Textiles Studies, Tamale Technical University, TamaleDepartment of Fashion Designing and Textiles Studies, Tamale Technical University, Tamale Companies are continually determined to increase and maintain clients by means of developing their brand reputation and image. Mainly, this calls for better celebrity endorser strategies with targeted markets. The goal of the study was to focus on investigating celebrity endorsement on the purchase intention of the buyer in the clothing/fashion sector. The present study used the Statistical Software Package for Social Sciences (SPSS) to analyse the data. The outcome of this study provided evidence that celebrity appearance in advertising in Ghana’s clothing sector is admired by buyers because of the use of celebrity, which influences the public. Also, celebrities are recognised by the love, fashion style, lifestyle similarity and knowledge about the celebrity; hence, they are respected and relied upon by most of the customers and social groups. It concluded that a relationship existed between celebrity endorsement and consumers purchase intention. https://journal.itfpgh.com/ftr/article/view/41Celebrity endorsementpurchase intentionlikeabilityfamiliaritysimilarity |
| spellingShingle | Mohammed Majeed Joana Akweley Zanu Rebecca Lartekai Lartey Celebrity Endorsement and Purchase Intention of the Buyer in Clothing Sector Fashion and Textiles Review Celebrity endorsement purchase intention likeability familiarity similarity |
| title | Celebrity Endorsement and Purchase Intention of the Buyer in Clothing Sector |
| title_full | Celebrity Endorsement and Purchase Intention of the Buyer in Clothing Sector |
| title_fullStr | Celebrity Endorsement and Purchase Intention of the Buyer in Clothing Sector |
| title_full_unstemmed | Celebrity Endorsement and Purchase Intention of the Buyer in Clothing Sector |
| title_short | Celebrity Endorsement and Purchase Intention of the Buyer in Clothing Sector |
| title_sort | celebrity endorsement and purchase intention of the buyer in clothing sector |
| topic | Celebrity endorsement purchase intention likeability familiarity similarity |
| url | https://journal.itfpgh.com/ftr/article/view/41 |
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