The Effect of Celebrity Advertisement on Customers’ Purchase  Intension: A Case of Dashen Bank, Bahir Dar City

kassahun, Birtukan

dc.contributor.author	kassahun, Birtukan
dc.date.accessioned	2022-09-21T13:50:20Z
dc.date.available	2022-09-21T13:50:20Z
dc.date.issued	2022-07
dc.identifier.uri	http://ir.bdu.edu.et/handle/123456789/14255
dc.description.abstract	The ultimate goal of any business establishment is to remain in business profitably through sales of products or services. Without optimal profit, a business firm cannot survive. One of the core activities in a business company to stay in business is having a well-developed marketing strategy. To be successful, banks must look their marketing strategy in relation with the needs and wants of their customers and it should be implemented effectively to achieve the company’s objectives. Customer satisfaction is important because many researchers have shown that customer satisfaction had a positive effect on any business organization profitability. Not only the service, they purchase can satisfy customers, but also by the bundle of service they got from the organization. Having this in mind, the study had been designed to assess the effect of celebrity advertisement on customer purchase intension on customers of commercial bank of Ethiopia. Data were collected from 300 Dashen bank customers through standardized questionnaire. The techniques of analysis used in this study is multiple regressions analysis. This study focused on examining the relationship between variables: (1) credibility, (2) attractiveness, (3) multiple celebrities that were identified during the literature review and customers purchasing intentions. This relationship spotlights customers of Dashen bank in Bahir Dar and at large it would be used by the Ethiopian advertising industry as a contextualization, due to the fact that it was identified a lack of information about celebrity endorsement overall strategy in Bahir Dar, Ethiopia. Results indicated that the effects of celebrity endorsement (physical attractiveness, credibility, and multiple celebrities) has significant effect on customer purchase intension and attractiveness, credibility, and multiple celebrities and purchase intension have positive and significant effects. Hence, it is recommended that the bank will benefit from advertisements and when it is made using celebrities. Besides, when selecting celebrities, the personal credibility and use of multiple celebrities are highly likely to increase customers intention to buy.	en_US
dc.language.iso	en	en_US
dc.subject	Marketing Management	en_US
dc.title	The Effect of Celebrity Advertisement on Customers’ Purchase Intension: A Case of Dashen Bank, Bahir Dar City	en_US
dc.type	Thesis	en_US