Data on customer perceptions on the role of celebrity endorsement on brand preference

Ayodotun Stephen Ibidunni; Maxwell Ayodele Olokundun; Oyebisi Mary Ibidunni; Taiye Tairat Borishade; Hezekiah Olubusayo Falola; Odunayo Paul Salau; Augusta Bosede Amaihian; Peter Fred

doi:10.1016/j.dib.2018.03.138

Data on customer perceptions on the role of celebrity endorsement on brand preference

Data Brief. 2018 Apr 4:18:1107-1110. doi: 10.1016/j.dib.2018.03.138. eCollection 2018 Jun.

Authors

Ayodotun Stephen Ibidunni¹, Maxwell Ayodele Olokundun¹, Oyebisi Mary Ibidunni², Taiye Tairat Borishade¹, Hezekiah Olubusayo Falola¹, Odunayo Paul Salau¹, Augusta Bosede Amaihian¹, Peter Fred¹

Affiliations

¹ Department of Business Management, Covenant University, Ota, Ogun State, Nigeria.
² Department of Accounting, Bells University of Technology, Ota, Ogun State, Nigeria.

Abstract

This research presents data on the effect of celebrity endorsement on consumers' brand preference. Copies of structured questionnaire were administered to 384 customers of telecommunication industry. Using descriptive, correlation and regression statistical analysis, the data revealed that celebrity image has an effect on consumer brand loyalty, celebrity trustworthiness has an influence on consumer brand association. More so, the relationship between celebrity expertise and perceived quality of the product was established.

Keywords: Brand association; Brand loyalty; Celebrity endorsement; Celebrity image; Consumer brand preference.