Development of conceptual framework for Nigerian generation Y-ers’ purchase intention and response towards indigenous celebrity-endorsed products: A PLS-SEM Study on Selected Mobile Service Providers in Nigeria.

Abstract

Numerous brands in Nigeria, particularly those within the telecommunication sector, are aggressively associating with creative minds and personalities in movie, music, and sports industries, in other to explore and solicit the assistance of these personalities who have a large fanbase to make their brands more appealing and captivating to their target audiences. The study aims to investigate the effects of Celebrity Brand-Endorsement on attitude as well as the purchase intention of generation Y-ers in Nigeria. A modified model of Ohanian (1991) would be adapted and modified to investigate these effects in Mobile service providers’ commercials utilising celebrities as brand ambassadors. The researcher’s original contribution would be, to modify her model, by introducing a moderator variable ‘Matchup congruence’ as well as a mediator ‘Attitude’. The study’s key predictors or independent variables are Trustworthiness, Expertise, and Attractiveness of a celebrity brand endorser. These three variables, taken collectively, are hypothesized to influence the attitude of Generation Y consumers, which then influence their Purchase Intention. The mediator (Attitude) has an impact and direct effect on purchase intention as well as an indirect effect of the independent variables on the dependent variable. The moderator 'Matchup Congruence' moderates the relationship between the Attractiveness, Trustworthiness, Expertise and purchase intention construct. The study aims to offer practical contribution to managers by providing suggestions and solutions that would aid them in selecting the proper endorser that can grab the attention of the Generation Y-ers and glue them to the brand.