Influence of Multiple Celebrity Endorsement on Brand Perception and Consumer Purchase Intention in Ghana

Abstract

In recent times, companies have tried to tap into the emotional connection of consumers by associating their brands with single or multiple celebrities' endorsements. This study investigated the influence of mUltiple celebrity endorsement on brand perception and purchase intention of consumers in Ghana for Mobile Telecom services and products. The Source Models, the Meaning Transfer Method and the Psychodynamic Theory underpinned the study. The convenience sampling methodology was used in this study. Eight adverts were presented to 60 respondents on their reasons for using celebrities for advertisements. Two experts were also interviewed. The data gathered were analysed using SPSS with results from the study suggesting that consumers did not perceive multiple celebrity adverts as more confusing than single celebrity endorsed Telecom Ads. Consumers had enhanced purchase intentions for multiple endorsed celebrity Ads than single endorsed celebrity Telecom adverts. Additionally, majority of respondents were influenced by multiple celebrity endorsement in relation to positive brand perception for Mobile Telecom products and services. Results indicated that multiple traits are more likely to be persuasive in Telecom adverts. These findings reflected the views of consumers in Accra and may be generalised to the wider Ghanaian population.