Data on celebrity image influencing buyers’ behaviour

Published: 18 January 2020| Version 1 | DOI: 10.17632/bx2mtwzcnx.1
Contributor:
Stella A. Aririguzoh

Description

This data set examines if the public image of the endorsing celebrity to a product influences the buying actions of residents in some urban, suburban and rural locations in Lagos and Ogun States, South Western Nigeria. The survey was carried out among some residents in the urban areas of Victoria Island, Surulere and Ikeja; the suburban areas of Oko Oba, Olorunsogo, Abeokuta and Ogba and the rural communities of Ikotun, Iyesi, Egbeda, Atan and Ilugun. Copies of the questionnaire were administered to 1534 respondents from these areas. The data indicates that the public image of the celebrity actually has influence on whether buyers choose to buy the product he is endorsing. However, the buyers say that they would not stop buying a product already endorsed by a celebrity even if he is to run into scandals.

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