ARTICLE SUMMARY
| Title: | Suitability of Hero Lager Beer Celebrity Endorsers on the Level of Patronage of the Products in South East, Nigeria |
| Author(s): | Okoro Princess Chinelo, Udeze Sunny, Orji-Egwu Aghata Obiageri & Nwanchor Uchenna Alefia |
| Abstract: | Celebrity advertising can be defined as a claim by a celebrity or someone of authority that a product is good certifies that product as a must have. According to Okafor (2011), Celebrity endorsement can also mean a technique of persuasion where customers relate to the person that was featured in an advertisement. Celebrity advertising campaign is most effectively utilized by companies when the As suggested by Friedman and Friedman(2020,p.9) “celebrity endorser is an individual known by public for their area of achievement than the product class”; this makes most advertisers accent to the idea that the use of celebrity endorsement cannot only create a great deal of awareness, it can also positively affect consumers making them feel safe about their brand or product. Celebrity advertising campaign is a technique that is adopted in advertising campaign. This is used to boost and give a product an added advantage to a brand because when celebrity endorsers appear in an advert campaign, consumers seem to feel a sense of belonging to the brand in question. In the views of Belch and Belch (2012), consumers tend to influenced easier by a message that comes from a person with whom they can relate with or feel close to. Celebrities are good at creating attention, recall and awareness. Roozen and Claeys (2010) argue that every product has an image; the use of celebrity endorsement brings the image of the product closer to the expectations of the consumer, by transferring some of the cultural meanings residing in his image of the product. Celebrities are people who are well-known and famous in the society. The opinions and actions of such people usually influence the course of events in the society, their status are usually associated with fame and wealth that can often provide opportunities to make money. People may also become celebrities due to media attention for their lifestyle, wealth, actions or for their connection to a famous person. Khatri (2006) notes that celebrities are people who enjoy public recognition by a large share of certain group of people. |
| Keywords: | suitability, hero, lager, beer, endorsers, south east, celebrity |
Editorial Board
EDITOR-IN CHIEF
Prof. Jonathan E. Aliede
DEPUTY EDITOR-IN CHIEF
Agatha Obiageri Orji-Egwu, Ph.D
MANAGING EDITOR
Símon Ugochukwu Nwankwo, Ph.D
EDITORS
Prof. Ifeyinwa Nsude
Prof. Angela Nwanmuo
Prof. Tyotom Keghku
Prof. Muyiwa Poopola
Prof. Nnanyelugo Okoro
Prof L. I. Ogbuoshi
Ruth. Chika Okorie, Ph.D
Adeola Sidikat Oyrleke, Ph.D
Celestine Ukeoma, Ph.D