The Influence of Celebrity Endorsement of Indigenous Brands on Consumer Responses. A Study of Ga-East Municipal Assembly Residents

Abstract

As celebrities are used in endorsing brands, there is the need to explore how these endorsements influence the purchase decisions of consumers. This study used the Consumer Involvement Theory to ascertain the influence celebrity endorsements have on consumer’s purchase behavior towards indigenous brands. The results indicate that consumers have interest in celebrities, and a positive attitude towards Made in Ghana products, which influence their engagement with celebrity endorsed Made in Ghana product adverts. However, this does not impact on their purchase of the products