The Effect of Celebrity Endorsement on Brand Promotion.

The Effect of Celebrity Endorsement on Brand Promotion.

Michael Owusu-Kyei, Yusheng Kong, Michael Owusu Akomeah, Stephen Owusu Afriyie

The main objective of the study was to examine the effect of celebrity endorsement on brand promotion using Kabfam Ghana as case study. The study took a descriptive approach to the subject. The population of the study comprised all employees of Kabfam Ghana (Head Office). They are three (300) in number. Looking at the small number of population, all 300 employees were sampled out for the study. Hence the sample size for the study was 300. The study adopted a purposive sampling technique. Questionnaires have been utilized as a tool for data collecting. The Social Science Statistical Package (SPSS) was utilized for data analysis. Modern day consumers are well informed and intelligent; they know that famous people are paid for this and may not even utilize the items. Celebrity advertisement has transformed the conventional manner of marketing entirely. The study therefore concludes by identifying a positive relationship between celebrity endorsement and brand promotion. It was recommended that companies should also closely evaluate celebrities’ suitable personalities for promoting their items. Also, organizations involved should undertake cost-benefit analysis to ensure that the sum paid to the celebrities’ services is worth the usage of a celebrity.

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English