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

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ID: 53854
2018
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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.
Reference Key
ibidunni2018datadata Use this key to autocite in the manuscript while using SciMatic Manuscript Manager or Thesis Manager
Authors Ibidunni, Ayodotun Stephen;Olokundun, Maxwell Ayodele;Ibidunni, Oyebisi Mary;Borishade, Taiye Tairat;Falola, Hezekiah Olubusayo;Salau, Odunayo Paul;Amaihian, Augusta Bosede;Fred, Peter;
Journal Data in brief
Year 2018
DOI
10.1016/j.dib.2018.03.138
URL
Keywords
brand loyalty brand association celebrity endorsement celebrity image consumer brand preference

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