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

Mulugeta, Tedla

dc.contributor.author	Mulugeta, Tedla
dc.date.accessioned	2018-03-22T05:09:16Z
dc.date.available	2018-03-22T05:09:16Z
dc.date.issued	2018-03
dc.identifier.uri	http://hdl.handle.net/123456789/8703
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 was collected from 313 commercial bank of Ethiopia customers through questionnaire. The techniques of analysis used in this study were explanatory (multiple regressions). This study focused on examining the relationship between variables: (1) credibility, (2) attractiveness, (3) multiple endorsements that were identified during the literature review and customers purchasing intentions. This relationship were spotlight customers of Commercial Bank of Ethiopia in Bahir Dar and at large it would be used 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 discovered effects of celebrity endorsement (physical attractiveness, credibility, and multiple celebrities) had significant effect on customer purchase intension and attractiveness, credibility, and multiple celebrities and purchase intension had positive relationship. Other findings were derived from the analyzed the collected data resulted in some very interesting facts, which had been summarized in the conclusion, and marketing implication relating to it had been discussed	en_US
dc.language.iso	en_US	en_US
dc.subject	Marketing Management	en_US
dc.title	The Effect of Celebrity Advertisement on Customers’ Purchase Intension: A Case of Commercial Bank of Ethiopia, Bahir Dar City	en_US
dc.type	Thesis	en_US