GLO GHANA’S CELEBRITY ENDORSEMENTS AND STUDENT PURCHASE

Advertising has gone through a major face of change over the past century and half, from classical to modern view. Today, marketers are developing strategies using various appeals including sexual, emotional, humor among others (Belch and Belch, 2001). The Motive behind formulating such strategies is to gain high brand exposure, attention, interest, desire and action (Belch and Belch, 2001). These, marketer’s do by employing well known and famous personalities. As stated by McCraken (1989), celebrities tend to create greater effect on the consumers’ buying behavior. McCraken (1989) further states that “celebrity endorsement advertising is a ubiquitous feature of modern marketing”.