Corporate Communication and the Influence of Celebrity Endorsements on Brand Perception: A Study of Karim-Lamido Local Government Area, Taraba State
- Project Research
- 1-5 Chapters
- Abstract : Available
- Table of Content: Available
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- NGN 5000
Chapter One: Introduction
1.1 Background of the Study
Celebrity endorsements have become a popular marketing tool used by companies to enhance brand perception and influence consumer behavior. Corporate communication plays a crucial role in leveraging these endorsements to shape how the public views a brand. In Karim-Lamido Local Government Area, Taraba State, businesses are increasingly using celebrity endorsements to boost brand visibility and credibility. According to recent studies, celebrity endorsements can significantly affect consumer attitudes towards a brand, especially when the celebrity aligns with the brand's values and image (Musa & Ahmed, 2024). This study explores the role of corporate communication in utilizing celebrity endorsements to enhance brand perception in Karim-Lamido.
1.2 Statement of the Problem
While celebrity endorsements are widely used in marketing, many businesses in Karim-Lamido struggle to effectively integrate them into their overall communication strategies. This can result in a mismatch between the celebrity’s image and the brand’s values, leading to negative perceptions or diminished brand equity. This study seeks to examine how corporate communication can effectively manage celebrity endorsements to influence brand perception positively.
1.3 Objectives of the Study
- To explore the role of corporate communication in leveraging celebrity endorsements to enhance brand perception.
- To assess the effectiveness of celebrity endorsements in shaping consumer attitudes towards a brand.
- To identify challenges in integrating celebrity endorsements into brand communication strategies.
1.4 Research Questions
- How does corporate communication influence the use of celebrity endorsements to enhance brand perception?
- To what extent do celebrity endorsements affect consumer attitudes towards a brand?
- What challenges do businesses face in integrating celebrity endorsements into their communication strategies?
1.5 Research Hypotheses
- Corporate communication significantly enhances the effectiveness of celebrity endorsements in brand perception.
- Celebrity endorsements positively influence consumer attitudes towards a brand.
- Challenges in integrating celebrity endorsements affect their effectiveness in shaping brand perception.
1.6 Significance of the Study
This study will provide valuable insights into how businesses in Karim-Lamido can effectively use celebrity endorsements as part of their corporate communication strategies to enhance brand perception and consumer loyalty.
1.7 Scope and Limitations of the Study
The study focuses on corporate communication and celebrity endorsements within businesses in Karim-Lamido Local Government Area, Taraba State.
1.8 Operational Definition of Terms
- Corporate Communication: The strategic use of communication to influence consumer perceptions and attitudes towards a brand.
- Celebrity Endorsements: The use of a well-known public figure to promote a product or service.
- Brand Perception: The way consumers view a brand based on their experiences, attitudes, and external influences.
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