Data on customer perceptions on the role of celebrity endorsement on brand preference

Ayodotun Stephen Ibidunni; Maxwell Ayodele Olokundun; Oyebisi Mary Ibidunni; Taiye Tairat Borishade; Hezekiah Olubusayo Falola; Odunayo Paul Salau; Augusta Bosede Amaihian; Peter Fred

Data in Brief (Jun 2018)

Data on customer perceptions on the role of celebrity endorsement on brand preference

Ayodotun Stephen Ibidunni,
Maxwell Ayodele Olokundun,
Oyebisi Mary Ibidunni,
Taiye Tairat Borishade,
Hezekiah Olubusayo Falola,
Odunayo Paul Salau,
Augusta Bosede Amaihian,
Peter Fred

Affiliations

Ayodotun Stephen Ibidunni: Department of Business Management, Covenant University, Ota, Ogun State, Nigeria; Corresponding author.
Maxwell Ayodele Olokundun: Department of Business Management, Covenant University, Ota, Ogun State, Nigeria
Oyebisi Mary Ibidunni: Department of Accounting, Bells University of Technology, Ota, Ogun State, Nigeria
Taiye Tairat Borishade: Department of Business Management, Covenant University, Ota, Ogun State, Nigeria
Hezekiah Olubusayo Falola: Department of Business Management, Covenant University, Ota, Ogun State, Nigeria
Odunayo Paul Salau: Department of Business Management, Covenant University, Ota, Ogun State, Nigeria
Augusta Bosede Amaihian: Department of Business Management, Covenant University, Ota, Ogun State, Nigeria
Peter Fred: Department of Business Management, Covenant University, Ota, Ogun State, Nigeria

Journal volume & issue: Vol. 18
pp. 1107 – 1110

Abstract

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This research presents data on the effect of celebrity endorsement on consumers’ brand preference. Copies of structured questionnaire were administered to 384 customers of telecommunication industry. Using descriptive, correlation and regression statistical analysis, the data revealed that celebrity image has an effect on consumer brand loyalty, celebrity trustworthiness has an influence on consumer brand association. More so, the relationship between celebrity expertise and perceived quality of the product was established. Keywords: Celebrity endorsement, Consumer brand preference, Brand association, Brand loyalty, Celebrity image

Published in Data in Brief

ISSN: 2352-3409 (Online)
Publisher: Elsevier
Country of publisher: United States
LCC subjects: Medicine: Medicine (General): Computer applications to medicine. Medical informatics; Science: Science (General)
Website: http://www.journals.elsevier.com/data-in-brief/

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