Agenda Setting Theory And The Influence Of Celebrity Endorsement On Brand Attitude Of Middle Class Consumers In Lagos, Nigeria

ABSTRACT

The study was designed to investigate influence of celebrity endorsement through advertising on the attitude of middle class consumers in Lagos, Nigeria towards the advertising message of an endorsed brand of high-priced and low-priced product, as well as their attitude and purchase intention towards the brand. The study utilized triangulated instruments to gather relevant data. These include: (1) selfadministered questionnaire used to obtain data from 700 randomly selected middle class consumers in five local government areas (Ikeja, Lagos Island, Surulere, Agege and Ikorodu) of Lagos State through multi-stage sampling; (2) focus group discussions (FGD) moderator`s guide used to obtain data from 20 middle class consumers in Lagos State; (3) semi-structured questionnaire used to obtain data from 15 purposively selected Lagos-based brand managers of endorsed brands; (4) structured in-depth interview guide used to obtain data from 10 purposively selected Lagos-based advertising agency managers who have executed celebrity advertising campaigns for advertisers; and (5) structured telephone interview guide used to obtain data from five purposively selected Lagos-based celebrities who have featured as celebrity endorsers in advertisements of products and services. Data obtained through the semi-structured questionnaire, in-depth and telephone interviews were used to complement discussions of the study`s findings. Seven research questions were raised for the study. The study found that, for low-priced and high-priced products and within a two-factor context, while the celebrity endorser has a moderate influence on message appeal, product claims have a significant influence on brand attitude and purchase intension of middle class consumers regarding an endorsed brand. The study also found product claims, rather than the celebrity endorser, to significantly influence change in consumers` attitude towards an endorsed brand, and predict consumers’ intention to buy an endorsed brand. The study further found product claims, rather than the celebrity endorser, to significantly influence consumers` inclination to develop a persistent attitude towards an endorsed brand. Product claims were also found to significantly influence consumers’ reaction to counter advertising messages of substitutes of an endorsed brand. The study also found product claims to significantly influence consumers’ acceptance or rejection of an endorsed brand`s advertising message, as well as the relationship between pre-exposure beliefs and post-exposure attitudes of consumers towards an endorsed brand. Product claims were also found to significantly influence consumers` confidence in what they know about an endorsed brand, as well as the relationship between consumers` confidence in their knowledge of an endorsed brand and their attitude towards the brand. The study also found product claims, rather than the celebrity endorser, to significantly influence consumers` choice of the most important or most preferred brand among substitute brands in the same product category with an endorsed brand. It was also found that, for low-priced or high-priced products, middle class consumers will consider other factors together with the celebrity endorser in evaluating product claims of an endorsed brand. Hence, the study concludes that the persuasive power of celebrity endorsement in consumer behavior is limited to message appeal, brand message recall, as well as brand recognition and product branding. The study therefore recommends more frequent use of non celebrity advertising techniques where greater emphasis is placed on product claims. It also recommends the use of celebrity endorsers across the marketing mix platforms, (such as in product packaging, event promotions, trade exhibitions) not just in advertising. The study also proposes an integrated model of celebrity engagement in advertising campaigns and recommends its adoption, by advertisers and their advertising agency managers, to serve as a guide in the use of celebrities as endorsers of products and services through the advertising platform.