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The relationship between the race of a celebrity endorser and consumer purchase behaviour in multi-racial societies
Dissertation (MBA)--University of Pretoria, 2014.
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| Format: | Thesis |
| Language: | English |
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University of Pretoria
2015
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| _version_ | 1867613481102999552 |
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| access_status_str | Open Access |
| author2 | Corder, Clive |
| author_browse | Corder, Clive |
| author_facet | Corder, Clive |
| collection | Thesis |
| dc_rights_str_mv | © 2014 University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. |
| description | Dissertation (MBA)--University of Pretoria, 2014. |
| format | Thesis |
| id | oai:repository.up.ac.za:2263/44223 |
| institution | University of Pretoria (South Africa) |
| language | English |
| last_indexed | 2026-06-10T12:36:49.885Z |
| license_str | Other — see source repository |
| provenance_str_mv | Harvested via OAI-PMH from UPSpace — University of Pretoria Institutional Repository |
| publishDate | 2015 |
| publishDateRange | 2015 |
| publishDateSort | 2015 |
| publisher | University of Pretoria |
| publisherStr | University of Pretoria |
| record_format | dspace |
| source_str | UPSpace — University of Pretoria Institutional Repository |
| spelling | oai:repository.up.ac.za:2263/44223 The relationship between the race of a celebrity endorser and consumer purchase behaviour in multi-racial societies Corder, Clive ichelp@gibs.co.za Alekar, Asif UCTD Celebrities Racially mixed families Consumer behavior Quantitative research Dissertation (MBA)--University of Pretoria, 2014. Celebrity endorsement has become a pervasive means of communication strategy by marketing practitioners worldwide. One of the main aims of celebrity endorsement is to utilise the prominent status of the celebrity to positively impact the consumption behaviour of consumers. However, due to globalisation, marketers use internationally renowned celebrities (usually Hollywood stars) to promote products in foreign markets. The costs of using these celebrities are quite significant and as such the objectives of the communication strategy need to be realised if the firm intends to continue with the communication strategy approach. Social Identity plays an important role in mainstream societies as it provides a basis for identification and belonging for people. Individuals who are part of a specific culture or society are positively influenced by the group norms. The sense of identification can be based on race, religion or cultural dimensions. Literature on celebrity endorsement has discussed in depth the source characteristics required by a celebrity to ensure positive consumption behaviour, but it has not explored the role of racial congruency (in the context of Social Identity) between the celebrity and the target market (i.e. race as a source characteristic). As such, the aim of this research is to investigate the relationship between the race of the celebrity endorser and consumer purchase behaviour in multi-racial societies. A quantitative design study was conducted with a sample of 278 respondents across two firms. The data collected from the survey was analysed using non-parametric and descriptive statistical methods. The main finding of the research was that consumers do not outwardly regard the race of the celebrity as an important characteristic in the endorsement process and their subsequent consumption intentions. Interestingly though, the findings showed that consumers have an innate preference for celebrities that are of the same racial profile, which indicates that race plays a role when selecting a celebrity for a specific target market. zkgibs2015 Gordon Institute of Business Science (GIBS) MBA Unrestricted 2015-03-31T12:00:30Z 2015-03-31T12:00:30Z 2015-03-24 2014 Mini Dissertation Alekar, A 2014, The relationship between the race of a celebrity endorser and consumer purchase behaviour in multi-racial societies, MBA Mini Dissertation, University of Pretoria, Pretoria, viewed yymmdd <http://hdl.handle.net/2263/44223> http://hdl.handle.net/2263/44223 en © 2014 University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. application/pdf University of Pretoria |
| spellingShingle | UCTD Celebrities Racially mixed families Consumer behavior Quantitative research The relationship between the race of a celebrity endorser and consumer purchase behaviour in multi-racial societies |
| title | The relationship between the race of a celebrity endorser and consumer purchase behaviour in multi-racial societies |
| title_full | The relationship between the race of a celebrity endorser and consumer purchase behaviour in multi-racial societies |
| title_fullStr | The relationship between the race of a celebrity endorser and consumer purchase behaviour in multi-racial societies |
| title_full_unstemmed | The relationship between the race of a celebrity endorser and consumer purchase behaviour in multi-racial societies |
| title_short | The relationship between the race of a celebrity endorser and consumer purchase behaviour in multi-racial societies |
| title_sort | relationship between the race of a celebrity endorser and consumer purchase behaviour in multi racial societies |
| topic | UCTD Celebrities Racially mixed families Consumer behavior Quantitative research |
| url | http://hdl.handle.net/2263/44223 |