Fashion and Textile Review
Volume 1, Issue 2. June 2019. Pages: 97 – 106
ISSN: 2665-0983 (ONLINE)
DOI: https://doi.org/10.35738/ftr.20190102.12

Authors

Mohammed Majeed
Department of Marketing, Tamale Technical University, Tamale

Joana Akweley Zanu
Department of Fashion Designing and Textiles Studies, Tamale Technical University, Tamale

Rebecca Lartekai Lartey
Department of Fashion Designing and Textiles Studies, Tamale Technical University, Tamale

Corresponding Author’s email: [email protected]

Abstract

Companies are continually determined to increase and maintain clients by means of developing their brand reputation and image. Mainly, this calls for better celebrity endorser strategies with targeted markets. The goal of the study was to focus on investigating celebrity endorsement on the purchase intention of the buyer in the clothing/fashion sector. The present study used the Statistical Software Package for Social Sciences (SPSS) to analyse the data. The outcome of this study provided evidence that celebrity appearance in advertising in Ghana’s clothing sector is admired by buyers because of the use of celebrity, which influences the public. Also, celebrities are recognised by the love, fashion style, lifestyle similarity and knowledge about the celebrity; hence, they are respected and relied upon by most of the customers and social groups. It concluded that a relationship existed between celebrity endorsement and consumers purchase intention.

Keywords

Keywords: Celebrity endorsement, purchase intention, likeability, familiarity, similarity

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Copyright

Copyright © 2019 Authors retain the copyright of this article.

This article is an open-access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium provided the original work is properly cited.

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