SCHOOL OF BUSINESS AND ECONOMIC SCIENCES

DEPARTMENT OF BUSINESS ADMINISTRATION

INFLUENCE OF CELEBRITY PRODUCT ENDORSEMENT COMPONENTS

ON BRAND LOYALTY PF BLANTYRE MOBILE PHONE AND ACCESSPRY
CUSTOMERS: CASE STUDY ON ITEL

DISSERTATION

BY:

PRINCE MOLANDE

(BAM/18/SS/052)

IN PARTIAL FULFILMENT OF THE REQUIREMENT FOR THE AWARD OF

BACHELORS DEGREE IN BUSINESS ADMINISTRATION (MARKETING)

SUPERVISOR: MR. C NAMAKHWA

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Dedication.

I dedicate this paper to all family and friends that helped in accomplishing it and to
myself for the extra work. Special thanks to my parents Mr & Mrs Molande and to the
kwengaz.

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Declaration by the Candidate

I hereby declare that no part of this work has been submitted for any degree in any university or
institution of learning and either is submitted concurrently.

Acknowledgement has been made where other sources of information have been used.

Signature of candidate

………………………………………………….
Prince Molande

………August 2023

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 Certificate of Approval

We hereby declare that this proposal is from the student’s own effort and that it has been
submitted this day with our approval

Signatures

…………………………………………… ………August 23
MR C. NAMAKHWA
(Supervisor)

…………………………………………. ………August 23
MRS C. SAMBAKUNSI
(Head of Department

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Contents
Dedication..............................................................................................................................................i
Declaration by the Candidate................................................................................................................ii
Certificate of Approval.........................................................................................................................iii
CHAPTER 1 INTRODUCTION...........................................................................................................7
1.1 Introduction.........................................................................................................................7
1.2 Context of study...................................................................................................................8
1.3 Problem statement...............................................................................................................8
1.4 Research objectives..............................................................................................................8
1.4.1 Main objective..............................................................................................................8
1.4.2 Specific objectives........................................................................................................9
1.5 Research questions...............................................................................................................9
1.5.1 Does attractiveness of a celebrity influence brand loyalty?......................................9
1.5.2 Does expertise of a celebrity influence brand loyalty?..............................................9
1.5.3 Does trustworthiness influence brand loyalty?..........................................................9
1.5.4 Does celebrity/brand match up influence brand loyalty?.........................................9
1.6 Significance of study............................................................................................................9
1.7 Conclusion............................................................................................................................9
CHAPTER 2 LITERATURE REVIEW..........................................................................................10
2.1 Introduction.......................................................................................................................10
2.2 Empirical review................................................................................................................10
2.2.1 Celebrity Endorsement..............................................................................................10
2.2.2 Components of celebrity endorsement.....................................................................11
2.2.3 Brand Loyalty............................................................................................................13
2.3 Conceptual frame work.....................................................................................................14
2.4 Conclusion..........................................................................................................................15
CHAPTER 3 RESEARCH METHODOLOGY..............................................................................16
3.1 Introduction.......................................................................................................................16
3.2 Research design..................................................................................................................16
3.3 Method of data collection..................................................................................................16
3.3.1 Primary Data..............................................................................................................16
3.3.2 Secondary Data..........................................................................................................17
3.4 Research area and population...........................................................................................17
3.5 Sample size and sampling technique................................................................................17
3.5.1 Sample size.................................................................................................................17

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 3.5.2 Sampling techniques..................................................................................................18
3.6 Data analysis......................................................................................................................18
3.7 Ethical considerations........................................................................................................18
3.8 Conclusion..........................................................................................................................19
CHAPTER 4 DATA ANALYSIS.....................................................................................................20
4.1 Introduction.......................................................................................................................20
4.2 Response Demographics....................................................................................................20
4.2.1 Response Rate............................................................................................................20
4.2.2 Demographic profile of respondents.........................................................................20
4.3 Celebrity endorsement.......................................................................................................21
4.4 Influence of celebrity endorsement on brand loyalty......................................................22
4.5 Celebrity endorsement components on brand loyalty.....................................................22
4.5.1 Credibility dimensions...............................................................................................22
4.5.2 Celebrity Congruency................................................................................................25
4.6 Other research questions...................................................................................................25
4.6.1 Favourite celebrity.....................................................................................................25
4.6.2 Willingness to switch to new product from regular products if endorsed by one’s
favourite celebrity......................................................................................................................26
4.6.3 Using product.............................................................................................................26
CHAPTER 5 DISSCUSIONS OF FINDINGS.................................................................................27
CHAPTER 6 RECOMMENDATIONS AND CONCLUSION......................................................29
6.1 Introduction.......................................................................................................................29
6.2 Conclusion..........................................................................................................................29
6.3 Recommendation...............................................................................................................29
References...........................................................................................................................................30

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List of tables and figures
Figure 1: Conceptual Framework...........................................................................................14
Figure 2: Cochran formula......................................................................................................17
Figure 3: Pie chart of gender distribution...............................................................................20
Figure 4: Bar chart of age distribution....................................................................................21
Figure 5: level of education....................................................................................................21
Figure 6: Pie chart of favourite celebrity endorsing product..................................................25
Figure 7: Pie chart of willingness to switch brand..................................................................26
Figure 8: Bar chart of celebrity using product........................................................................26

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 CHAPTER 1 INTRODUCTION

1.1 Introduction
Advertisement is the art of persuasion that is mainly concerned with creating awareness about
what is being offered with the ultimate objective to persuade towards buying (Hassan &
Raja , 2014). There many ways of advertising a product or service, including but not limited
to; Newspaper, Radios, Televisions, Magazines, Outdoor billboard. Over the last century use
of celebrity endorsement as a marketing tool to boost advertising campaigns has grown ever
more. Modern corporation are investing significant amounts of money to align itself and its
products with big-name celebrities in the belief that they will (a) draw attention to the
endorsed product/service and (b) transfer image values to these products by virtue of their
celebrity profile and engaging attributes (O'Mahony & Meenaghan, 1998).

According to McCracken (1989), a celebrity endorser is an individual who enjoys public

recognition and who uses this recognition on behalf of a consumer good by appearing with it
in an advertisement. While Friedman & Friedman (1979), define a celebrity endorser as an
individual who is known to the public for his or her achievements in areas other than that of
product class endorsed.

Research has shown that number of international companies have expanded their brand name
through celebrity endorsement deals. For example in 1997 Nike signed Tiger woods. The
deal doubled the sales of Golf apparels and increased the total sales of the company with 55
percentage (Farrel, Karels, & McClatchey, 2000). Another example is when Volvo a car
manufacturing company, partnered up with Zlatan Ibrahimović, a famous soccer player, on a
new campaign, called Made by Sweden. Volvo’s sales increased by 500 percent the same
weekend the campaign was unveiled, and sales increased by 200 percent in the first quarter of
2014 (Byberg, Whitehead, & Breen, 2015). Both examples presented the positive effect of
celebrity endorsement, as it increases awareness and appeal of the product.

Over the years, Malawian based firms have wasted no time in adapting the celebrity
endorsement marketing strategy. Using local celebrities to expand their visibility, in turn
affecting consumers purchase intention and brand loyalty. For instant Airtel Malawi signed
renown netball super start Mwawi Kumwenda, GOtv signed renown singer Lulu, whose
actual name is Lawrence Khwisa, Access Communications Limited (ACL) signed Maskal

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whose real name is Masiye Kasaru, and Itel Malawi who partnered with Angel Mbekeani
nicknamed Sangie.

1.2 Context of study

For the purpose of this study Itel Malawi was chosen because it is one of the well-known
mobile phone and accessory manufacturers that have used local celebrities in their product
advertisement as such most participants will be able to recognize the celrbrities. Itel Malawi
endorsed local musician, Angel Mbekeani, also known as Sangie to expand its presence in
Malawi.

1.3 Problem statement

The use of celebrity endorsement is growing at a fast rate. They are being used as advertising
schemes in an event of increasing market shares and creating awareness. Celebrities are said
to influence a buyer’s decision, as they act as role models. According to Kheder (2018)
celebrity endorsements increase trust, familiarity and awareness, which are significant factors
in determining the consumers brand loyalty. However it has proved to be costly with
companies paying large amounts of money, yet celebrities are not the first thing customers
consider when they are sticking to a brand, instead they reflect on a number of thing, like;
quality and price of the product (Mantchichi , 2017). For the celebrity endorsement strategy
to work managers need to gain an understanding the influence of celebrity endorsement
components on a consumer’s brand loyalty. These components are the credibility dimensions;
attractiveness, trustworthiness and expertise, and celebrity congruence.

As it attempts to gain an understanding of the relationship between celebrity’s endorsement

components and brand loyalty, it outlined the factors that make celebrity endorsement more
effective in Malawi.

1.4 Research objectives

 To assess influence of celebrity endorsement elements on brand loyalty of Blantyre
mobile phone and accessory customers in particular Itel users.

1.4.1 Main objective

To assess influence of celebrity product endorsement components on brand loyalty of
Blantyre mobile phone and accessory customers in particular Itel users.

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1.4.2 Specific objectives
1.4.2.1 To assess the influence of credibility dimension (attractiveness, expertise and
trustworthiness) influence brand loyalty Itel users.
1.4.2.2 To access influence of Match up hypothesis on brand loyalty.

1.5 Research questions

1.5.1 Does attractiveness of a celebrity influence brand loyalty?
1.5.2 Does expertise of a celebrity influence brand loyalty?
1.5.3 Does trustworthiness influence brand loyalty?
1.5.4 Does celebrity/brand match up influence brand loyalty?

1.6 Significance of study

The purpose of this research was to determine whether such an expensive advertising strategy
is justified in Malawi. The current popularity of celebrity endorsements can be attributed to
the numerous advantages retailers see in using this type of advertisement (White,Godard
&Wilbur, 2009). For example, celebrities who appear as endorsers have the ability to capture
the attention of the audience, giving retailers a better chance of communicating their message
to consumers (Whiteet al., 2009). The aim of the study was to determine the extent to which
celebrity endorsement components influence brand loyalty in a Malawian context. This study
also aimed at determining the efficacy of using celebrity advertising as a promotional tool for
advertisers. Furthermore, there is a need for deeper insightful research on celebrity
endorsement advertising that explores novel approaches to ensure that organizations achieve
good returns on investment while meeting advertising objectives such as brand awareness,
brand memorability, and purchase behavior. Overall, this study contributes to the literature in
several ways, most notably by expanding our understanding of the use of celebrity
endorsements in advertising, consumer behavior, and branding in Malawi.

1.7 Conclusion
In conclusion, this part of the research has given a brief synopsis of the problem at hand.
Furthermore, the study has elaborated the objectives that will be a frame work in conducting
the study in order to address the research questions. Finally, it has explained the area of study
and the significance of the study to a few stakeholders.

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 CHAPTER 2
LITERATURE REVIEW

2.1 Introduction
This chapter will focus on the view of literature review of this research. This will be done by
covering the empirical review and conceptual framework on the influence of celebrity
endorsement on brand loyalty and purchase intention. For the most part this chapter will
review relevant literature published intentionally, due to the unavailability of literature
concerning this particular study.

2.2 Empirical review

In this section, the researcher went through relevant researches under celebrity endorsement,
purchase intention and brand loyalty.

2.2.1 Celebrity Endorsement

Over the years organisations have used advertisement as a tool of creating brand awareness
so that consumers recall the brand name outside the store or recognize it inside the store at
the time of purchase. They have used different forms of advertisement techniques to get their
brand name notice, one of them is the use of celebrities. Celebrity endorsers produced more
positive attitudes towards advertising and greater purchase intentions than non-celebrity
endorsers (Gupta, Kishore, & Verma , 2015). According to Gregory (2008) a celebrity is an
individual who is known to the public for his achievements such as actors, sports figures,
musicians and entertainers. Celebrities are inviters who invite the people to buy the product
or service with enormous power in Ads than any other due to their credibility and distinctive
position that leads towards intention to buy (Hassan & Raja , 2014). Research shows that use
of a celebrity can give positive result in consumer buying intention because the message of
advertisement is easily reconnected and favourably increase customer attention towards
advertisement (Aziz, Omar, & Ariffin, 2019). Celebrity endorsement is a way of getting the
brand noticed amidst the rush that is there in the market place (Zipporah & Mberia, 2014).

Although most existing studies confirm the effectiveness of celebrity endorsement, there are
still various problems which occur when using celebrities to endorse products in advertising.
For instance the Vampire effect also known as the shadow effect. This is where the celebrity
out shines the product being endorsed. Vampire effect suggests that a celebrity in an

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advertisement can get all or most of the attention on himself/herself, and the audience does
not pay attention to the other advertisement elements at a given time. Relevant literature
(Mehta, 1994; Kuvita and Karlicek, 2014; Erfgen et al., 2015; Dom et al., 2016) show that
celebrities are the advertisement elements which receives visual attention most and
overshadows the other advertisement elements by negatively affecting brand name recall.
Celebrity shadow effect is said to occur when advertising focuses too much on the celebrity
him/herself at the expense of the advertised brand (Lee, Paek, & Kim, 2004).

According to Thubelihle Ndlela and Tinashe Chuchu (2016), many consumers aspire to share
values and lifestyle of celebrities as models of success as they imitate and even impersonate
celebrities’ behaviour to enhance their own self-esteem. This means that celebrities have
influences on consumer’s brand loyalty.

2.2.2 Components of celebrity endorsement.

2.2.2.1 Match up hypothesis

Numerous studies have been conducted on how they can make celebrity endorsement more
effective. The first one is matching product to celebrity. The association between the product
and the endorser is very important, the firms should try to appropriately match the celebrity
and the product which the celebrity is endorsing (Farrell et al, 2000). The empirical studies
have shown that product- celebrity association produces positive results regarding consumer
perception of spokesperson credibility, attitude toward the ad, attitude toward the brand,
purchase intention and willingness to pay higher prices (Kahle & Homer, 1998, Kamins &
Gupta, 1994, Till & Busler, 1998). According to McCormic (2016), customers are less likely
to be influenced to purchase the advertised product when there is no proper fit between the
celebrity endorser and the product. As such there is need for a matchup between the celebrity
endorser and the product being endorsed.

A strong matchup between celebrity to product being endorsed leads to more advertiser and
celebrity believability as compared to an advertisement with a relatively weak match between
the celebrity image and the product image (Parmar, Ghuman, & Mann, 2020). For example,
the famous footballer, Cristiano Ronaldo being linked to Nike sportswear products or the
retired basketball giant Michael Jordan being linked with Nike products. A local example is
TNM collaborating six celebrities, namely; Eli Njuchi, Alex Gomba, Vincent Kamlanje,
Mphatso Kachigwanda, Amaka and Tamanda Kanjaye, in the TNM Youth Stars of Malawi
launch.

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A number of researchers have used the credibility dimensions to match product to celebrity.
According to Sertoglu, Cartli and Korkmaz (2014), there fifteen sub credibility factors which
have been widely accepted and used by different researchers, such as; Pornpitakpan (2003)
and Till and Busler (2000), this sub sets factors can be grouped into three factors, namely;
attractiveness, expertise and trustworthiness (Ohanian, 1991).

However, Erdogan (1999) points out that celebrity credibility dimensions, are limited in
nature, restrict the applicability of the match-up hypothesis. Parmar, Ghuman and Mann
(2020) provided various studies that were taken by other scholars concerning match-up
hypothesis. For instance, Patel and Basil (2017), linked attractiveness to products that are
beauty related e.g. underwear, jeans, cologne and perfume. Other studies that where
displayed by Parmar, Ghuman and Mann (2020) contained other associations apart from
credibility dimensions, these include; masculinity (Lynch & Schuler, 1994), sophistiction and
fun (Batra & Homer, 2004), celebrity personality dimensions, namely; rugged, excitable,
uncomfortable, dominating, thrifty, pleasant, contemporary, organized, rational, youthful,
formal, orthodox, complex, colourless and modest (Pradhan, Duraipandian, & Sethi, 2016).

2.2.2.2 Credibility dimensions

i) Celebrity Attractiveness

According to Solomon and Michael (2002), celebrity attractiveness is the endorser’s physical
appearance, personality and likeability in relevance to each consumer. A study by Rojan
Baniya(2017), found that physical attractiveness of a celebrity had a positive relationship
with both attitude towards purchase intention. Another study by Ohanian (1991), found that
physical attractiveness has positive effect on consumer’s behaviour toward the product and
service while making comparison of product with the person who is unattractive.

According to Ohanian (1991), “Beauty is a greater recommendation than any letter of

introduction". Celebrity endorser’s Physical attractiveness got great social appraisal and
acceptability. It is a source to capture attention of audience both in print and electronic media;
Physical attractiveness has positive effect on consumer’s behavior toward the product and
service while making comparison of product with the person who is unattractive (Ohanian,
1991).

Physically attractive celebrities are also useful for the principle of match up theory at the time
of selecting celebrity where attractiveness is more influential (Kamins, 1990). Physical
attractiveness is a tool to change attitude (Menon et al., 2001).

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 ii) Celebrity Expertise

Expertise is the extent to which an individual is perceived to have the adequate knowledge,
experience or skills (Van der Waldt, Van Loggerenberg, & Wehmeyer, 2009). According to
Daneshvary and Schwer (2000), suggest that expertise is the most important component for
endorsement to be successful. Belch and Belch (1994) stated that information receivers have
strong belief upon the person who is practical having related knowledge, expertise in
advocating area. This has influence on costumer’s intention to purchase a product or to
remain loyal to a brand. According to Baniya (2017), if the celebrity advocating the product
has strong knowledge and experience, then he/she will ultimately have differential power to
pursue due to strong believability which will later lead to brand loyalty. Endorser with high
knowledge and skills has strong power of recommendation as compare to the endorsers with
low expertise (Ohanian, 1990).

iii) Celebrity Trustworthiness

Trustworthiness has been defined by Van de Waldt et al (2009) as the honesty, intergrity and
believability the endorser possesses. Contrary to the study by Daneshvary and Schwer (2002),
Ohanian (1990), suggested that trustworthy communicator are persuasive, whether an expert
or not. It is a general principle that individuals are more likely influenced by individuals they
trust. According to Goldsmith et al. (2000), consumer have generally consideration that
celebrities are trustworthy source of communicating information. Advertisers are most likely
to select those endorsers who are greater proportion in this aspect (Shimp, 2008). This means
that celebrity trustworthiness has an influence on choice of a celebrities to endsorse.

It is trustworthiness upon celebrity that also reduces the effects of rumors or bad. An
interesting factor for increasing trust on celebrity is confirmed by Desphande and Stayman
(1994) ethnic status because level of confidence on people similar to them is significantly
high than that of endorser from any other ethnic group. It means that the celebrity belongs to
similar region, having same life-style with targeted group is considered to be more credible.
(Abbas, Afshan, Aslam, & Ewaz, 2018)

2.2.3 Brand Loyalty

Goal of every organisation is to create customer brand loyalty. Brand loyalty ensure a
continuous flow of income from a particular customers. True brand loyalty implies that the
consumer is willing, at least on occasion, to put aside their own desires in the interest of the
brand (Banasiewicz, 2005).

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Brand loyalty is more than simple repurchasing. Customers may repurchase a brand due to
situational constraints, a lack of viable alternatives, or out of convenience. Such loyalty is
referred to as "spurious loyalty". True brand loyalty exists when customers have a high
relative attitude toward the brand which is then exhibited through repurchase behaviour. This
type of loyalty can be a great asset to the firm: customers are willing to pay higher prices,
they may cost less to serve, and can bring new customers to the firm (Van den Brink,
Odekerken-Schröder, & Pauwels , 2006).

Brand loyalty has received a lot of attention in recent years, as brands are increasingly seen as
a way to meet the challenge of building long-term relationships with customers in business-
to-business markets (Pedeliento, Andreini, Bergamaschi & Salo, 2015). Prior research has
shown that brand loyalty is primarily driven by a sense of attachment that connects buyers to
their supplier(s), and secondarily by rational and normative intentions (Rauyruen&Miller,
2007). Celebrity endorsers are thought to aid in brand recognition by establishing both a
positive attitude and a distinct personality for the endorsed brand (Ding, Molchanov&Stork,
2011). Many consumers aspire to share the values and lifestyles of celebrities as role models
of success, imitating and even impersonating celebrities' behavior to boost their own self-
esteem (Alsmadi, 2006; Muda, Musa&Putit, 2012).

Celebrity endorsement when in sync with the customers’ tastes can lead to brand loyalty
(Sharman & Kumar, 2013). This entails us that celebrity endorsement only affects brand
loyalty when the brand is in line with the consumer’s requirements. These requirements can
be quality or/and price, or even a consumers liking of the celebrity.

Celebrity image affects the brand loyalty of customers. If a celebrity reflects a negative image
the brand recall can decrease. Clinton Amos, Gary Holmes and David Strutton (2008) studied
the relationship between use of a celebrity endorser and the resulting effectiveness of that
endorsement. Negative information about the celebrity exercised the large impact on celebrity
endorsement effectiveness in advertising. This result underscored the high risk associated
with using celebrity endorsers as well as the huge impact negative information about that
celebrity can have on the consumer perception.

2.3 Conceptual frame work

The below conceptual framework, narrates the relationship between independent and
dependent variables.

Figure 1: Conceptual Framework

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Celebrity endorsement components

Credibility dimension

Trustworthiness

Attractiveness Brand Loyalty

Expertise

Celebrity/product match
up

INDEPENDENT VARIBLES DEPENDENT

VARIABLES

2.4 Conclusion
This chapter in general this chapter provided an overview of what celebrity endorsement is
and the relationship between celebrity endorsement components and brand loyalty. It
provided deeper insights of the variables present in this research.

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 CHAPTER 3
RESEARCH METHODOLOGY

3.1 Introduction
This chapter will describes the methodology that the research study used. The main issues
discussed in this chapter are research design, method of data collection, research area and
population, Sample size and sampling technique, Data analysis, Time frame and budget and
ethical considerations.

3.2 Research design

The research used a combination of both qualitative and quantitative research methods. The
qualitative research design is the full description of a given scenario or issue utilizing
interviews, observation, and document examination to expose the variety of behaviors and
perceptions of a target audience (Mantchichi , 2017).
This research applies a qualitative approach since the author strives for a deeper
understanding of the phenomenon, how consumers behave in their buying intentions.
According to Sinkovics (2012), qualitative research is a series of interpretive processes aimed
at determining the contextual meaning of behaviours. As a result, this was employed since
behaviour is made up of intentions and choice (Mantchichi , 2017). In this case, it will aim at
describing brand loyalty on celebrity endorsed product.
Another method being employed is the quantitative approach. This is a method that tests the
objectives and theories by examining the relationship between variables (Creswell, 2009).
According to Creswell (2009) quantitative method provides quantifiable data regarding
trends, attitudes and opinions. These means helped provide quantifiable data that helped show
the extent to which the credibility dimensions affect brand loyalty of Itel products.

3.3 Method of data collection

This research used both primary and secondary data, to come up with balanced and unbiased
analysis.

3.3.1 Primary Data

According to Francis (2008), primary data is the type of data that is used for the specific
purpose which it was collected for. Self-administered questionnaires was used to collect

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primary data. These questionnaires helped the researcher to collect factual information
concerning the research.

3.3.2 Secondary Data

Secondary data is the type of data which is used for other purposes other than those that the
data was originally collected for (Francis, 2009). The secondary data in this research includes
journals articles related to the topic at hand.

3.4 Research area and population

For the purpose of accomplishing this research, the location of the study was Blantyre. Itel
customer are everywhere as such decision of the location had nothing to do with density of
the participants rather push factors such as accommodation other cost that might arise staying
in a different location influenced the researcher to choose this particular residential area.

3.5 Sample size and sampling technique

3.5.1 Sample size
A sample can be defined as a group of relatively smaller number of people selected from a
population for investigation purpose (Oribhabor & Anyanwu). The population of Itel user’s
in Blantyre was difficult and too large to determine, as a result the sample was based on the
knowledge about the population. The Cochran method was used to determine the sample size.
The mathematical formula of the Cochran method is:

2
Z ρq
n=
e2

Character Meaning

Z The z-score at a given confidence level

P The population viability

Q The proportion of an attribute that is present in the population (1-p)

E The precision level

Where:

Figure 2:Cochran formula

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The maximum Variability (p = 0.5), the desired confidence level of 90% and a ± 10%
precision. Therefore, the sample size will be determined as:

2
(1.65 )(0.5)( 0.5)
n=
0.12

= 68 Itel users

3.5.2 Sampling techniques

Sampling is the process of selecting units such as people and organizations from a population
of interest so that by studying the sample the researcher may fairly generalize the results back
to the population from which they were chosen.
This research used a purposive technique. Only those that have purchased Itel phones where
considered to participate in this research, since they were the only company to endorse a
Malawian artist and fellow Malawian can quickly recognize the celebrities.

3.6 Data analysis

This is the process of systematically applying statistical and/or logical techniques to describe
and illustrate, condense and recap, and evaluate data (Savenge & Robinson, 2004).

The researcher used a computer software package known as Statistical Package for the Social
Scientists (SPSS) in analysing and presenting the data because it creates graphical
presentations of questionnaire data for reporting, presentations or publications.

SPSS generates a routine descriptive statistical data for question responses, such as frequency
counts of closed questions and distribution of multiple-choice question responses. This was
important since the questionnaire contained some closed and open ended questions (Shamoo
& Resnik, 2003).

Descriptive data analysis was deployed since it enables the presentation of data in a
meaningful way, and therefore allows for a simpler interpretation of the data.

3.7 Ethical considerations

Ethical considerations are of paramount importance within the research and business
environment. When conducting research, no physical, financial or social harm is supposed to

19
be suffered by the participants. (Polonsky, 2005). This research study employed the following
ethical solutions:

 Respondents were not forced to participate, rather they were interviewed only after a
successful negotiation of access.

 Strict considerations was made during data entry, collection and presentation to
ensure that information is free from any type of exaggerations
 Participant’s confidentiality was exercised to the maximum such that sources of the
data was anonymous to the readers.

3.8 Conclusion
This chapter has discussed the tools and methods the study is going to employee in order to
gather relevant data. This will allow the study to come up with sufficient information to
answer the research objective stated in the earlier chapter.

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 CHAPTER 4
DATA ANALYSIS

4.1 Introduction
This chapter presents the study results, the analysis of the gathered data and a comprehensive
discussion of the results. The first section concentrates on the results, and the second section
addresses the data analysis. This was used to answer the study’s main focus of assessing
influence of celebrity endorsement components on brand loyalty. For the data analysis spss
was used to enter and analyses data using descriptive statistics such as cross tabulation as
form of correlation. The data was then entered into Microsoft excel to develop tables, bar
charts and pie charts in order to provide good visual presentations and answer the objectives
of the study according to chapter 1.

4.2 Response Demographics

4.2.1 Response Rate
The study had the total sample size of 68 participants. All of which are Itel users.
4.2.2 Demographic profile of respondents
This section presents the demographic details of the respondents in the study.
4.2.2.1 Gender
Out of the 68 valid respondents, the collected data was mostly comprised of the males
represented by 57.4 % and the females being less represented by 42.6%. No missing values
were found on the gender aspect of the research.
Figure 3: Pie chart of gender distribution

GENDER

29
Male
Female

39

4.2.1.2 AGE
The bar chart below shows the age group of respondents. The age group with the highest
number of respondents is 16-25, with a total of 33 respondents, this is 48.5% of the total
number of respondents. It is followed by 26-35 and 56 above, with 18 which is 26.5% of 68
and 10 which is 14.7% of 68, respectively. The age group with the least number of
respondents is 36-55, with 7 respondents which is 10.3% of the total sample size.

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Figure 4: bar chart of age distribution.

Age
Number of respondents 35 33
30
25
20 18
Frequency
15
10
10 7
5
0
16-25 26-35 36-55 56 above
Age groups (years)

4.2.1.3 LEVEL OF EDUCATION

As shown below participants with the highest level of education was tertiary level, with 41
respondents, which is 60.3% of the total number of respondents. Seconded by secondary
level, with 20 respondent, which is 29.4%. Followed by group of with no education, which
are only 4 respondent, this is 5.9% of 68. The group with the least number of respondents is
the primary level, with 3 respondents, which is 4.4% of the total number of respondents.

Figure 5: level of education

Level of education
45 41
40
Number of respondents

35
30
25 20
20 Frequency
15
10
3 4
5
0
Primary Secondary Tertiary None
Education Levels

4.3 Celebrity endorsement

The table below shows that all 68 participant where aware of what celebrity endorsement is
all about. This means that all participants have seen at least more than 1 advert with a
celebrity in it.

Know what celebrity endorsement is

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 Frequency Percent Valid Percent Cumulative
Percent

Valid Yes 68 100.0 100.0 100.0

4.4 Influence of celebrity endorsement on brand loyalty

On a Likert scale, respondents were asked celebrity endorsement would
influence their brand loyalty of itel products. 80.9 %( 55) of the respondents
agreed with the hypothesis that celebrity endorsement affects brand loyalty,
10.3% (7) where neutral on the matter and 8.8 %( 6) of the respondents
denied.

Frequency Percent Valid Percent Cumulative

Percent

Strongly Agree 10 14.7 14.7 14.7

Agree 45 66.2 66.2 80.9

Neutral 7 10.3 10.3 91.2

Valid
Disagree 4 5.9 5.9 97.1

Strongly Disagree 2 2.9 2.9 100.0

Total 68 100.0 100.0

4.3 Celebrity endorsement components on brand loyalty

4.3.1 Credibility dimensions
4.3.1.1 Attractiveness
The study adopted the term of attractiveness from a study by (Ohanian, 1991) . Attractiveness
comprised of three variables; personality, physical attractiveness and likeability. This varibles
where presented on a likert scale. The tables below are the results:

23
Personality
Frequency Percent Valid Percent Cumulative
Percent
Neutral 2 2.8 2.8 2.8
Agree 39 57.1 57.1 59.9
Valid
Strongly agree 27 39.1 39.1 100.0
Total 68 100.0 100.0
96.2% of the respondents which was 66 of the total respondents agreed that personality of a
celebrity would influence their brand loyalty. While the 2 other respondents where neutral.

Physical attractiveness
Frequency Percent Valid Percent Cumulative
Percent
Neutral 1 1.5 1.5 1.5
Agree 34 50 50 51.5
Valid
Strongly agree 33 49.5 49.5 100.0
Total 68 100.0 100.0
99.5% of the respondents which was 67 of the total respondents agreed that physical
attractiveness of the celebrity influence their brand loyalty, while 1 was neutral.

Likeability
Frequency Percent Valid Percent Cumulative
Percent
Neutral 4 5.9 1.5 1.5
Agree 32 47.05 47.05 52.95
Valid
Strongly agree 32 47.05 47.05 100.0
Total 68 100.0 100.0
94.1% of the respondents which was 64 of the total respondents agreed that likeability of the
celebrity influence their brand loyalty, while the remaining 4 where neutral.

Cross tabulation
Below is a cross tabulation of the three variables. Which shows a mean of 4.6 and standard
deviation of 0.39.
Descriptive Statistics
N Minimum Maximum Mean Std. Deviation
Attractiveness 68 4.00 5.00 4.6167 .38729
Valid N
68
(listwise)

4.3.1.2 Trustworthiness
According to Ohanian (1991), trustworthiness comprises of three variables; integrity,
honesty, and believability. The three variables where presented on a likert scale. Below are
the results of the findings.
Integrity
24
 Frequency Percent Valid Percent Cumulative
Percent
Neutral 3 4.4 4.4 4.4
Agree 38 55.9 55.9 60.3
Valid
Strongly agree 27 39.7 39.7 100.0
Total 68 100.0 100.0

The table above shows that 65, which is 95.6% of the total respondents agreed that integrity
of the celebrity would influence there brand loyalty of Itel products. While the remaining 3,
which is 4.4% respondents where neutral.

Honesty
Frequency Percent Valid Percent Cumulative
Percent
Neutral 1 1.5 1.5 1.5
Agree 36 52.9 52.9 54.4
Valid
Strongly agree 31 45.6 45.6 100.0
Total 68 100.0 100.0

The table above shows that 67, which is 98.5% of the total respondents agreed that honesty of
the celebrity would influence there brand loyalty of Itel products. While 1 respondent, which
is 1.5% respondents was neutral.

Believability
Frequency Percent Valid Percent Cumulative
Percent
Agree 37 54.4 54.4 54.4
Valid Strongly Agree31 45.6 45.6 100.0
Total 68 100.0 100.0

The table above shows that all 68 respondents agreed that believability of the celebrity
influenced brand loyalty of Itel customers.

Cross tabulation
Below is a cross tabulation of the three variables. Which shows a mean of 4.4 and standard
deviation of 0.38.
Descriptive Statistics
N Minimum Maximum Mean Std. Deviation
Trustworthiness 68 4.00 5.00 4.4167 .37929
Valid N
68
(listwise)

4.3.1.3 Expertise
Respondents were asked if a celebrity’s expertise in a particular product would influence
their brand royalty. For example Cristiano Ronaldo endorsing a sports product e.g. football.
Below is a table of the findings.

25
Descriptive Statistics
N Minimum Maximum Mean Std. Deviation
Expertise 68 4 5 4.84 .371
Valid N
68
(listwise)

The table shows a mean of 4.48 mean and a standard deviation of 0.371.

4.3.2 Celebrity Congruency

Respondents were asked if they would remain loyal to brand if a celebrity endorsing the
product or service was related with the product being endorsed. For example Cristiano
Ronaldo endorsing Nike sportswear products. Results show mean of 0.72 and a standard
deviation of 0.542.
Descriptive Statistics
N Minimu Maximu Mean Std.
m m Deviation
Relationship between
68 0 2 .72 .542
celebrity and brand
Valid N (listwise) 68

4.4 Other research questions

4.4.1 Favourite celebrity
The results from the Pie chart below shows individuals are more likely to be affected by
celebrities of their liking and not just by every celebrity. It found out that 88.2 %( 60) of the
respondents agreed that they are more likely to buy from their favorite celebrity and 11.8 %
( 8) of the respondents where in denial.
Figure 6: Pie chart of favourite celebrity endorsing product

Frequency
8

60

Yes No

4.4.2 Willingness to switch to new product from regular products if endorsed by one’s
favourite celebrity
Figure 7: pie chart of willingness to switch brand

26
 Chart Title

13; 19% 15; 22% Yes

No
Can't say

40; 59%

Respondents were asked if they were willing to switch to a new product from their regular
product if it is endorsed by their favourite celebrity. Majority of the respondents (59%) said
that they were not willing to switch to new product if it is endorsed by their favourite
celebrity. 22% said that they will switch to a new product if their favourite celebrity endorsed
it. 19% said that they “can’t say” if they would switch to a new product given their favourite
celebrity starts endorsing it.

4.4.3 Using product

The bar chart below shows that 63 of the respondents agreed that they would remain loyal to
the brand if the celebrity used the product while remaining 5 disagreed.
Figure 8: bar chart of celebrity using product

Chart Title
45 40
40
35
30
Frequency

25
20 15
15
10
5
0
Yes No

CHAPTER 5

27
 DISCUSSION OF RESULTS

This study examined the influence of celebrity endorsement elements (attractiveness,

trustworthiness, expertise, and celebrity brand match up) on brand loyalty. It is widely
accepted that celebrities are an effective and profitable marketing element. The persuasive
and convincing technique of celebrity is derived from the attributes attached with celebrity,
which is the reason for endorsement to more effective (Erdogan, 1999). Such attributes have
been assessed for attractiveness, trustworthiness, and expertise, and brand celebrity
congruence.

The study shows attractiveness of celebrities has positive impact on brand loyalty. This is
consistent with the findings of Biswas, Hussain, & O‟Donnell (2009) that the reasons for
recalling celebrities included popularity, status symbol, attractiveness and glamour,
likeability and recall value or familiarity of the celebrities. Also celebrities are considered to
bring attention towards advertisement due to their likeability and attractiveness (Erdogan et
al., 2001). Recalling of the product influences a customer’s brand loyalty (Byberg,
Whitehead, & Breen, 2015).

The study shows that expertise influenced brand loyalty of itel customers. The Source
Credibility Model proposes that the effectiveness of a message depends on perceived level of
expertise in an endorser (Ohanian, 1991). Maddux and Rogers (1980) reckoned that a
celebrity endorser high in expertise leads to a more positive perception towards the brand.
However, the fact is that most of the celebrities in Malawi context are musicians and
sportsmen who lack expertise in the subjects endorsed. As such it would be hard to select a
celebrity to endorse your product based on expertise of a celebrity.

According to the findings of the study, trustworthiness of a celebrity influences customers

brand loyalty. This is contrary to the findings of Rojan Baniya,( 2017). The study showed that
trustworthiness did not have a significant influence on brand loyalty, however source
credibility expertise did.

The study shows that the brand and celebrity matchup have significant and positive impact on
attitudinal and ehavioural loyalty. The finding is consistent with previous study that a high
congruency between the celebrity and the brand will encourage the furtherance of friendship
between the brand and the endorser (Kamins, 1990). This leads to good association. Previous

28
studies show that celebrity – product congruency technique is employed to promote brands,
and this trend is highly evident in cosmetics brands. A higher degree of congruency could
enhance the effect of the celebrity-endorsed brand hence establishing the genuineness of the
brand (Kamins, 1990). Thus the marketers have to spend good deal of time, searching for
appropriate celebrity based on their brand and brand image.

The study also highlighted other factors to consider when selecting a celebrity to endorse
your product. Such as celebrity using the product, favourite celebrity and favourite celebrity
switching brand. It found that celebrity using the product and an endorsement by a favourite
celebrity had much influence on brand loyalty. This findings is similar to a study by Frank
Mantchichi (2017). However, unlike it, this research found that most customer would not
switch brands because their favourite celebrity switched.

29
 CHAPTER 6
RECOMMENATIONS AND CONCLUSION

6.1 Introduction
This section of the study presents the general conclusion of the study results to answer the
objective then the recommendations that the study would encourage and finally conclude
with areas for further research studies.

6.2 Conclusion
The celebrity product endorsement components have a significant influence on brand loyalty

of Blantyre mobile phone and accessory customers.

6.3 Recommendation
 Further studies need to be conducted to provide greater insight on the topic at hand.
 Companies such as Itel should take the celebrity endorsement components when
selecting the celebrity to endorse their customer.

30
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