Brand Ambassador and Customer Patronage of FMCGs: Mediating Effect of Advertisement Believability
Keywords:
Brand Ambassador, Customer, Customer Patronage, FMCGs, Mediating Effect
Abstract
The market for fast-moving consumer goods (FMCGs) in the Nigerian food and beverage industry has been inundated with a massive amount of promotional messages. These messages have resulted from intense competition and rivalry among the organizations that market similar products. The objective of this study is to evaluate the effect of a brand ambassador on the patronage of FMCGs. Furthermore, we explore the mediating role of advertisement believability in the relationship between the variables. We use a questionnaire to elicit information from 400 respondents who are members of households in the metropolitan area of Kano that consumed Peak milk. Partial least square algorithms and bootstrapping techniques served as the tools of analysis with the aid of SMART-PLS 3. Our findings indicate that a brand ambassador has an insignificant direct effect on customer patronage and that advertisement believability has no mediating effect on the influence of a brand ambassador on customer patronage. The study recommends that managers of FMCGs should use a hybrid model of a brand ambassador and believable advertising to elicit the desired patronage from their target customers. Further, they should de-emphasis the supposed role of advertisement believability as a mediating factor on the influence of a brand ambassador on customer patronage.Downloads
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References
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Aamir, A., Gul, A., Iqra, A., & Laila, E. (2018). The effect of celebrity endorsement on customer purchase intention: Current Economic and Management Research., 4(1),1-10.
Albert, N., Ambroise, L., & Valette-Florence, P. (2017). Consumer, brand, celebrity: Which congruency produces effective celebrity endorsements? Journal of Business Research, 81, 96 - 106. https://www.sciencedirect.com/science/article/abs/pii/S0148296317302539
Anas. N. R., & Pradipta, S. (2018). The effects of vlogger credibility as marketing media on brand awareness to customer purchase intention. Journal of Research in Management 1(2), 1 – 10.
Bagheri, H. & Biglari, N. (2020). The role of consumers’ attitude in the believability of commercial advertisements of endorser athletes. Sport Marketing Studies, 51-72.
Beltramini, R. F. (1982). Advertising perceived believability scale. In Proceedings of the Southwestern Marketing Association. (p1-3). Kansas: Southwestern. Marketing Association.
Beltramini, R. F., & Kenneth R. E. (1985). Perceived believability of research results information in advertising. Journal of Advertising, 14, 18-24.
Ben, W., & Melissa, S. (2020). Brand ambassador: definition, job description, salary, & more https://www.repsly.com/blog/field-team-management/brand-ambassador-job-definition-description-salary
Benita, L.T., & Gordon, A. (2018). The influence of celebrity endorsement on consumer buying behavior in the Ghanaian fashion industry. Journal of Business and Marketing,1(1), 1-78
Blythe, J. (2013). The importance of understanding consumer behaviour. Retrieved online on 14th August, 2020,http://www.sagepub.com/upm/data/61706_blythe .
Carlson, B. D., Donavan, D. T., Deitz, G. D., Bauer, B. C., & Lala, V. (2020). A customer- focused approach to improve celebrity endorser effectiveness. Journal of Business Research, 109, 221–235.
Carrillat, F. A., O’Rourke, A.-M., & Plourde, C. (2019). Celebrity endorsement in the world of luxury fashion–when controversy can be beneficial. Journal of Marketing Management, 35(13-14), 1193-1213.
Daha, T.A., Acheampong, O., Bakare, A. S., & Amanathan, K. (2018). Celebrity brand endorsement: A study on its impacts on generation Y-ers. International Journal of research in Marketing 11(3),415-427.
Fachri. M. (2018). The influence of brand ambassador usage toward brand image. International Journal of research in Management Studies, 9(1),647-654.
Fenech, L. (2020). Factors affecting advert credibility and visit intention of restaurants in the social media environment. An unpublished Master Thesis submitted to university of Malta.
Festinger, L. (1954). A theory of social comparison processes. Human relations, 7(2), 117- 140.http://www2.psych.ubc.ca/~schaller/528Readings/Festinger1954.pdf
Fornell, C. & Larcker, D.F. (1981). Structural equation models with unobservable variables and measurement error: Algebra and statistics. Journal of Marketing Research, 18, 382-388.
Gaofu, L., Yating, S., Jing, Y. (2018). The influence of advertising spokesperson image on consumers' purchase intention. International Conference on Educational Research, Economics, Management and Social Sciences,1(1) 692-697.
Garrett, M. (2020). How brand ambassador on social media impact buyer decision https://www.hookit.com/insights/how-brand-ambassadors-on-social-media-impact-buyer-decisions/
Giridhar, K. V. (2012). Effects of celebrity endorsement on consumer buying behaviour and branding of a brand. Journal of Business and Management, 2(7), 92-102.
Goldsmith, R. E., Lafferty, B. A., & Newell, S. J. (2000). Impact of corporate credibility and celebrity credibility on consumer reaction to advertisements and brands. Journal of Advertising, 29(3), 43-54.
Griffin, D., & Cass, O. A. (2003) Antecedents and consequences of social issue advertising believability. In Anzmac Conference Proceeding, 1905-1912 Adelaide.
Hair, J., Black, W., Babin, B., & Anderson, R. (2010). Multivariate Data Analysis: A Global Perspective (7th ed.). Pearson.
Hair Jr., J. F., Hult, G. T. M., Ringle, C., & Sarstedt, M. (2016). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM). Thousand Oaks, CA: Sage Publications. https://doi.org/10.15358/9783800653614.
Hovland, C., Janis, L., & Kelley, H. (1953). Communication and Persuasion. New Haven, CT: Yale University Press.
Hovland, C., & Weiss, W. (1951). The influence of source credibility on communication effectiveness. Public Opinion Quarterly, 15, 635- 650. doi:10.1086/266350
Hughes, R. (2013). Beyond the glitter, a career marked by hard work. Retrieved from http://www nytimes.com/2013/05/17/sports/soccer/beyond-glitter-beckhams-career-marked-by-hard-work. Html
Jisana, T. (2014). Consumer behaviour model. Journal of Commerce and Management, (5)1, 34-43.
Jaiswal, A. K., & Gupta, S. (2015). The influence of marketing on consumption behavior at the bottom of the pyramid. Journal of Consumer Marketing, 32(2), 113-124. http://www.emeraldinsight.com/doi/abs/10.1108/JCM-05-2014-0996.
Kim, T. & Kim, J. (2021). How spatial distance and message strategy in cause-related marketing ads influence consumers’ ad believability and attitudes. Sustainability, 13(12), 6775. https://doi.org/10.3390/su13126775.
Kotler, P., & Armstrong, G. (2015). Principles of marketing consumer: Markets and consumer buyer behaviour. (14th ed.). London: Prentice Hall.
Lim, J. S., Chock, T. M., & Golan, G. J. (2020). Consumer perceptions of online advertising of weight loss products: the role of social norms and perceived deception. Journal of Marketing Communications, 26(2), 145–165.
Lisa, R., & Astrid, K. (2018). Role of brand ambassador in increasing the interests of the customers of douj protect’s products. Journal of Marketing. 15(3), 126-131.
Luh, G. P., Sari., D., Natasya, E., & Hotlan, S. (2020). Effect of brand ambassador, brand image, and brand awareness on purchase decision of pantene shampoo in Surabaya, Indonesia. International Journal of Marketing,1(2),1-10. https://doi.org/10.1051/shsconf/20207601023
Lubna, Z. (2018). Celebrity advertisements and buying behavior of television viewers. Journal of Marketing 56(1),259-274.
Marium M. K. (2018). The effect of celebrity endorsement on consumer purchase intention. Journal of Business and Management, (2)1,1065-1082.
Matin, K. (2006). Consumer behaviour and advertising management: Consumer behaviour. New Delhi: New Age.
Marcela, M., John, G., Sandra, G., & Piyush, S. (2019). Celebrity influences on consumer decision making: new insights and research directions. Journal of Marketing Management.4(1),1-10. doi: 10.1080/0267257X.2019.1632373.
Melinda, J., Butler, K., Rayens, M. K., Noland, M., Wiggins, A.T., & Hahn, E. J. (2016). Recall and believability of the tips from former smokers’ campaign among university students. American Journal of Health Education, 47(5), 324-331.
Mikuláš, P., & Světlík, J. (2016). Execution of advertising and celebrity endorsement. communication today, 7(1), 92-103.
Mookda, R., Khan, S.W., Intasuwan, S. & Chatchoung, S. (2020). The effect of celebrity endorsement on consumer purchase intention: The mediating role of brand loyalty. International Journal of Scientific and Research Publications,10(6), 1016-1021. doi: 10.29322/IJSRP.10.06. 2020.p102123
Mustapha, Y.I., Issa, B.O. & Bello, O.F. (2021). Celebrity endorsement on consumers' perception and attitude towards Globacom telecommunication products in Ilorin metropolis. Vidyodaya Journal of Management, 07 (I), 61-80.
Ohanian, R. (1990). Construction and validation of a scale to measure celebrity endorsers' perceived expertise. Journal of Advertising, (19)3, 39-52.
Oseyomon, E. P., & Osio, E. (2018). Celebrity endorsement and customer purchase decision. Journal of Contemporary Research, 6 (2), 49-64.
Okorie N. & Aderogba, A. (2011). The role of celebrity advertising on brand patronage. International Journal of Research in Computer application and management. 1(1), 27-34.
Phaik, N. C., Salmi, M. I., & Yasmin, A. (2019). The impact of endorser and brand credibility on consumers’ purchase intention. Business journal and marketing, 4, (2),1-18
Pui Yi, A. Y. (2012). Effects of celebrity endorsement on consumer purchasing intention of apparel products. Journal of Business Management,1(2), 1-175.
Qureshi, M. M., & Malik, H. M. (2017). The impact of celebrity endorsement on consumer buying behavior. Advances in Social Sciences Research Journal, 4(3),1-15.
Radhi A., Halim R. Ratih H. and Mokh. A.S (2019). Product differentiation, celebrity endorsement and purchase intention. Journal of Marketing,11(1), 275-292
Safi, H., Azouri, M. & Azouri, A. (2018). The effect of celebrity endorsement on consumer behavior: Case of the Lebanese jewelry industry, Arab Economic and Business Journal, 13(2), 190-196.
Salomon, M., Bamossy, G., Askegaard, S. & Hogg, M. K. (2006). Consumer behaviour: An European perspective. (3rd ed.). England: Pearson prentice Hall.
Soesatyo, N. (2020). Credibility celebrity endorser of Top Coffee.’” Journal of Strategic Management and Marketing. 1 (2), 1–12.
Soniya, K., & Santhosh R. R. (2018). Role of brand ambassadors in consumer buying behaviour of soft drink. International Journal of Engineering Development and Research,6(3),1-10 (www.ijedr.org).
Sushil, K. R. & Ashish, K. S. (2013). Celebrity attributes and influence on consumer behaviour. Pacific Business Review International, (11)5, 57-64.
Tehreem, Y. and Rizwan, K. (2016). Effects of online advertisement on consumer buying behavior of university students of Pakistan. Journal of Basic and Applied Scientific Research 6(11), 9-14.
Wenger A. (2015). Kanu Nwankwo will be remembered as the best English footballer of all time and he is the one of the most famous. Retrieved from http://www.telegraph.co.uk/sport/football/
Yamane, T. (1967). Statistics: An introductory analysis, (2nd ed.), New York: Harper and Row.
Aamir, A., Gul, A., Iqra, A., & Laila, E. (2018). The effect of celebrity endorsement on customer purchase intention: Current Economic and Management Research., 4(1),1-10.
Albert, N., Ambroise, L., & Valette-Florence, P. (2017). Consumer, brand, celebrity: Which congruency produces effective celebrity endorsements? Journal of Business Research, 81, 96 - 106. https://www.sciencedirect.com/science/article/abs/pii/S0148296317302539
Anas. N. R., & Pradipta, S. (2018). The effects of vlogger credibility as marketing media on brand awareness to customer purchase intention. Journal of Research in Management 1(2), 1 – 10.
Bagheri, H. & Biglari, N. (2020). The role of consumers’ attitude in the believability of commercial advertisements of endorser athletes. Sport Marketing Studies, 51-72.
Beltramini, R. F. (1982). Advertising perceived believability scale. In Proceedings of the Southwestern Marketing Association. (p1-3). Kansas: Southwestern. Marketing Association.
Beltramini, R. F., & Kenneth R. E. (1985). Perceived believability of research results information in advertising. Journal of Advertising, 14, 18-24.
Ben, W., & Melissa, S. (2020). Brand ambassador: definition, job description, salary, & more https://www.repsly.com/blog/field-team-management/brand-ambassador-job-definition-description-salary
Benita, L.T., & Gordon, A. (2018). The influence of celebrity endorsement on consumer buying behavior in the Ghanaian fashion industry. Journal of Business and Marketing,1(1), 1-78
Blythe, J. (2013). The importance of understanding consumer behaviour. Retrieved online on 14th August, 2020,http://www.sagepub.com/upm/data/61706_blythe .
Carlson, B. D., Donavan, D. T., Deitz, G. D., Bauer, B. C., & Lala, V. (2020). A customer- focused approach to improve celebrity endorser effectiveness. Journal of Business Research, 109, 221–235.
Carrillat, F. A., O’Rourke, A.-M., & Plourde, C. (2019). Celebrity endorsement in the world of luxury fashion–when controversy can be beneficial. Journal of Marketing Management, 35(13-14), 1193-1213.
Daha, T.A., Acheampong, O., Bakare, A. S., & Amanathan, K. (2018). Celebrity brand endorsement: A study on its impacts on generation Y-ers. International Journal of research in Marketing 11(3),415-427.
Fachri. M. (2018). The influence of brand ambassador usage toward brand image. International Journal of research in Management Studies, 9(1),647-654.
Fenech, L. (2020). Factors affecting advert credibility and visit intention of restaurants in the social media environment. An unpublished Master Thesis submitted to university of Malta.
Festinger, L. (1954). A theory of social comparison processes. Human relations, 7(2), 117- 140.http://www2.psych.ubc.ca/~schaller/528Readings/Festinger1954.pdf
Fornell, C. & Larcker, D.F. (1981). Structural equation models with unobservable variables and measurement error: Algebra and statistics. Journal of Marketing Research, 18, 382-388.
Gaofu, L., Yating, S., Jing, Y. (2018). The influence of advertising spokesperson image on consumers' purchase intention. International Conference on Educational Research, Economics, Management and Social Sciences,1(1) 692-697.
Garrett, M. (2020). How brand ambassador on social media impact buyer decision https://www.hookit.com/insights/how-brand-ambassadors-on-social-media-impact-buyer-decisions/
Giridhar, K. V. (2012). Effects of celebrity endorsement on consumer buying behaviour and branding of a brand. Journal of Business and Management, 2(7), 92-102.
Goldsmith, R. E., Lafferty, B. A., & Newell, S. J. (2000). Impact of corporate credibility and celebrity credibility on consumer reaction to advertisements and brands. Journal of Advertising, 29(3), 43-54.
Griffin, D., & Cass, O. A. (2003) Antecedents and consequences of social issue advertising believability. In Anzmac Conference Proceeding, 1905-1912 Adelaide.
Hair, J., Black, W., Babin, B., & Anderson, R. (2010). Multivariate Data Analysis: A Global Perspective (7th ed.). Pearson.
Hair Jr., J. F., Hult, G. T. M., Ringle, C., & Sarstedt, M. (2016). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM). Thousand Oaks, CA: Sage Publications. https://doi.org/10.15358/9783800653614.
Hovland, C., Janis, L., & Kelley, H. (1953). Communication and Persuasion. New Haven, CT: Yale University Press.
Hovland, C., & Weiss, W. (1951). The influence of source credibility on communication effectiveness. Public Opinion Quarterly, 15, 635- 650. doi:10.1086/266350
Hughes, R. (2013). Beyond the glitter, a career marked by hard work. Retrieved from http://www nytimes.com/2013/05/17/sports/soccer/beyond-glitter-beckhams-career-marked-by-hard-work. Html
Jisana, T. (2014). Consumer behaviour model. Journal of Commerce and Management, (5)1, 34-43.
Jaiswal, A. K., & Gupta, S. (2015). The influence of marketing on consumption behavior at the bottom of the pyramid. Journal of Consumer Marketing, 32(2), 113-124. http://www.emeraldinsight.com/doi/abs/10.1108/JCM-05-2014-0996.
Kim, T. & Kim, J. (2021). How spatial distance and message strategy in cause-related marketing ads influence consumers’ ad believability and attitudes. Sustainability, 13(12), 6775. https://doi.org/10.3390/su13126775.
Kotler, P., & Armstrong, G. (2015). Principles of marketing consumer: Markets and consumer buyer behaviour. (14th ed.). London: Prentice Hall.
Lim, J. S., Chock, T. M., & Golan, G. J. (2020). Consumer perceptions of online advertising of weight loss products: the role of social norms and perceived deception. Journal of Marketing Communications, 26(2), 145–165.
Lisa, R., & Astrid, K. (2018). Role of brand ambassador in increasing the interests of the customers of douj protect’s products. Journal of Marketing. 15(3), 126-131.
Luh, G. P., Sari., D., Natasya, E., & Hotlan, S. (2020). Effect of brand ambassador, brand image, and brand awareness on purchase decision of pantene shampoo in Surabaya, Indonesia. International Journal of Marketing,1(2),1-10. https://doi.org/10.1051/shsconf/20207601023
Lubna, Z. (2018). Celebrity advertisements and buying behavior of television viewers. Journal of Marketing 56(1),259-274.
Marium M. K. (2018). The effect of celebrity endorsement on consumer purchase intention. Journal of Business and Management, (2)1,1065-1082.
Matin, K. (2006). Consumer behaviour and advertising management: Consumer behaviour. New Delhi: New Age.
Marcela, M., John, G., Sandra, G., & Piyush, S. (2019). Celebrity influences on consumer decision making: new insights and research directions. Journal of Marketing Management.4(1),1-10. doi: 10.1080/0267257X.2019.1632373.
Melinda, J., Butler, K., Rayens, M. K., Noland, M., Wiggins, A.T., & Hahn, E. J. (2016). Recall and believability of the tips from former smokers’ campaign among university students. American Journal of Health Education, 47(5), 324-331.
Mikuláš, P., & Světlík, J. (2016). Execution of advertising and celebrity endorsement. communication today, 7(1), 92-103.
Mookda, R., Khan, S.W., Intasuwan, S. & Chatchoung, S. (2020). The effect of celebrity endorsement on consumer purchase intention: The mediating role of brand loyalty. International Journal of Scientific and Research Publications,10(6), 1016-1021. doi: 10.29322/IJSRP.10.06. 2020.p102123
Mustapha, Y.I., Issa, B.O. & Bello, O.F. (2021). Celebrity endorsement on consumers' perception and attitude towards Globacom telecommunication products in Ilorin metropolis. Vidyodaya Journal of Management, 07 (I), 61-80.
Ohanian, R. (1990). Construction and validation of a scale to measure celebrity endorsers' perceived expertise. Journal of Advertising, (19)3, 39-52.
Oseyomon, E. P., & Osio, E. (2018). Celebrity endorsement and customer purchase decision. Journal of Contemporary Research, 6 (2), 49-64.
Okorie N. & Aderogba, A. (2011). The role of celebrity advertising on brand patronage. International Journal of Research in Computer application and management. 1(1), 27-34.
Phaik, N. C., Salmi, M. I., & Yasmin, A. (2019). The impact of endorser and brand credibility on consumers’ purchase intention. Business journal and marketing, 4, (2),1-18
Pui Yi, A. Y. (2012). Effects of celebrity endorsement on consumer purchasing intention of apparel products. Journal of Business Management,1(2), 1-175.
Qureshi, M. M., & Malik, H. M. (2017). The impact of celebrity endorsement on consumer buying behavior. Advances in Social Sciences Research Journal, 4(3),1-15.
Radhi A., Halim R. Ratih H. and Mokh. A.S (2019). Product differentiation, celebrity endorsement and purchase intention. Journal of Marketing,11(1), 275-292
Safi, H., Azouri, M. & Azouri, A. (2018). The effect of celebrity endorsement on consumer behavior: Case of the Lebanese jewelry industry, Arab Economic and Business Journal, 13(2), 190-196.
Salomon, M., Bamossy, G., Askegaard, S. & Hogg, M. K. (2006). Consumer behaviour: An European perspective. (3rd ed.). England: Pearson prentice Hall.
Soesatyo, N. (2020). Credibility celebrity endorser of Top Coffee.’” Journal of Strategic Management and Marketing. 1 (2), 1–12.
Soniya, K., & Santhosh R. R. (2018). Role of brand ambassadors in consumer buying behaviour of soft drink. International Journal of Engineering Development and Research,6(3),1-10 (www.ijedr.org).
Sushil, K. R. & Ashish, K. S. (2013). Celebrity attributes and influence on consumer behaviour. Pacific Business Review International, (11)5, 57-64.
Tehreem, Y. and Rizwan, K. (2016). Effects of online advertisement on consumer buying behavior of university students of Pakistan. Journal of Basic and Applied Scientific Research 6(11), 9-14.
Wenger A. (2015). Kanu Nwankwo will be remembered as the best English footballer of all time and he is the one of the most famous. Retrieved from http://www.telegraph.co.uk/sport/football/
Yamane, T. (1967). Statistics: An introductory analysis, (2nd ed.), New York: Harper and Row.
Published
2021-12-30
How to Cite
Ismaila, M., & Oziohu, I. (2021). Brand Ambassador and Customer Patronage of FMCGs: Mediating Effect of Advertisement Believability. Journal of Business, Universidad Del Pacífico (Lima, Peru), 13(1), 19-34. https://doi.org/https://doi.org/10.21678/jb.2021.1628
Section
Articles
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