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The Impact of Celebrity Endorsements on Brand Perception among Cosmetic Retailers in Nairobi, Kenya

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dc.contributor.author Michoma, Sharon B.
dc.date.accessioned 2020-07-30T12:13:05Z
dc.date.available 2020-07-30T12:13:05Z
dc.date.issued 2019
dc.identifier.uri http://erepo.usiu.ac.ke/11732/5950
dc.description A Research Project Report Submitted to the Chandaria School of Business in Partial Fulfillment of the Requirement for the Degree of Masters in Business Administration (MBA) en_US
dc.description.abstract The purpose of the study was to investigate the impact of celebrity endorsements on the product brand image among cosmetic retailers in Nairobi. The study was guided by the following research questions: What is the impact of celebrity endorsements on brand perception? What is the impact of celebrity endorsements on brand loyalty? Lastly, what is the impact of celebrity endorsement on customer attraction? This study used descriptive research design. This study had a target population of 52 cosmetic retailers in six shopping malls in Nairobi Kenya (The Hub-Karen, The Village Market, Thika Road Mall, Two Rivers Mall and Garden City Mall). A purposive sampling was used to select study sample size of 52 study respondents. This study utilized primary data which was collected using a semi-structured questionnaire. The data was analyzed for descriptive and inferential statistics using Statistical Package for Social Sciences (SPSS) and presented using Figures and Tables. The findings on the first research question one that sought to examine the effect of celebrity endorsement on cosmetic products brand perception show that there exists a statistically significant relationship between celebrity brand endorsement and brand perception, though, the relationship was weak. The findings on second research question that sought to examine the impact of celebrity endorsement on cosmetic products brand loyalty show the existence of a statistically significant relationship between celebrity endorsement and brand loyalty. This study sought to examine the influence of celebrity endorsement and customer attraction for cosmetics products. The findings show that there exists a statistically significantly relationship between celebrity endorsements of cosmetic products and customer attraction.This study concludes that product prices, product quality, product quantity and other packaging materials significantly contribute top brand perception for products endorsed by celebrities. Similarly, this study concludes that brand equity brought about by celebrities endorsing cosmetic products plays a major role in enhancing brand perception. This study concludes that the personality of a celebrity endorsing cosmetic products plays a vital role in enhancing brand loyalty. The study further concludes that celebrity personality generates likeability of the cosmetic brand product being endorsed, and thus, confer similar likeability to create brand loyalty. This study concludes that a celebrities’ knowledge, credibility, expertise, and physical attraction are important attributes that enhances celebrities appeal to customers during product endorsement. This study further concludes that customer attracting is often achieved through the linear attribution relationship, where customers believe, because a celebrity is successful, talented, or attractive, then, this partly because they are using the product, they are endorsing This study recommends that retailers of cosmetic products should focus on ensuring fair prices are liked with celebrity endorsement, that the quality and quantity provided within these products meets the highest possible standards as this will enhance celebrity’s credibility, which in turn will enhance brand perception of the products being advertised. This study also recommends that for cosmetic retailers to generate more brand loyalty there is a need to invest more in utilizing celebrities that already have established likeable and personalities through their character, behavior, integrity, hospitality and corporate social responsibility. Since customers are attracted to the physical features such as beauty, height, skin tone, and body shape, retailers should consider such attributes in celebrities the adopt to endorse their products, retailers should utilize celebrities who espouse these characteristics. Finally, this study recommends that a background check of celebrities’ credibility and behavior should inform their selection as customers are attracted by celebrities, they perceive to be credible. en_US
dc.language.iso en en_US
dc.publisher United States International University- Africa en_US
dc.subject Kenya en_US
dc.subject Nairobi en_US
dc.subject Cosmetic Retailers en_US
dc.subject Brand Perception en_US
dc.subject Celebrity Endorsements en_US
dc.title The Impact of Celebrity Endorsements on Brand Perception among Cosmetic Retailers in Nairobi, Kenya en_US
dc.type Thesis en_US


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