South African young consumers’ brand attitudes and celebrity endorsement advertising: a case study at the university of KwaZulu-Natal.

Abstract

This study investigated South African young consumers‟s brand attitudes towards celebrity endorsement advertising. The overall aim of the study was to investigate whether or not South African marketers can utilise celebrity endorsement to promote their products or brands to young consumers effectively. The perceptions and brand attitudes of young consumers are crucial to guide marketers in developing effective advertising campaigns. To the researcher‟s knowledge, no study has been conducted to address this question in South Africa. The study‟s objectives were fulfilled through the completion of self-administered questionnaires by 325 students between the ages of 18-24 conveniently selected from the University of KwaZulu-Natal. Data were analysed using the SPSS programme. Based on the results of the study obtained in line with the objectives, it is evident that celebrity endorsement advertising contributes to or influences consumer brand attitudes and purchase behaviour. However, the influence of celebrity advertising is not equal for different brand attitudes such as brand awareness, brand recognition, brand loyalty and purchasing behaviour. The findings also reveal that, 18-20 year olds are more influenced by celebrity endorsement to purchase and to be brand loyal than 21-24 year olds. This knowledge will guide and educate marketing managers with strategic recommendations to execute celebrity endorsement advertising campaigns that trigger purchase intention.