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Data on customer perceptions on the role of celebrity endorsement on brand preference.

ABSTRACT: This research presents data on the effect of celebrity endorsement on consumers' brand preference. Copies of structured questionnaire were administered to 384 customers of telecommunication industry. Using descriptive, correlation and regression statistical analysis, the data revealed that celebrity image has an effect on consumer brand loyalty, celebrity trustworthiness has an influence on consumer brand association. More so, the relationship between celebrity expertise and perceived quality of the product was established.

SUBMITTER: Ibidunni AS

PROVIDER: S-EPMC5996737 | biostudies-literature | 2018 Jun

REPOSITORIES: biostudies-literature

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Data on customer perceptions on the role of celebrity endorsement on brand preference.

Ibidunni Ayodotun Stephen AS Olokundun Maxwell Ayodele MA Ibidunni Oyebisi Mary OM Borishade Taiye Tairat TT Falola Hezekiah Olubusayo HO Salau Odunayo Paul OP Amaihian Augusta Bosede AB Fred Peter P

Data in brief 20180404

This research presents data on the effect of celebrity endorsement on consumers' brand preference. Copies of structured questionnaire were administered to 384 customers of telecommunication industry. Using descriptive, correlation and regression statistical analysis, the data revealed that celebrity image has an effect on consumer brand loyalty, celebrity trustworthiness has an influence on consumer brand association. More so, the relationship between celebrity expertise and perceived quality of ...[more]

PMID: 29900281

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