A PILOT STUDY ON MEDIATING EFFECT OF INTENTION ON CELEBRITY ENDORSEMENT AND CONSUMER BUYING BEHAVIOR OF CARBONATED SOFT DRINKS AMONG UNIVERSITY STUDENTS IN NORTH WESTERN NIGERIA
Binta Oziohu ISSA, Ahmad Audu Maiyaki, PhD and Haliru Mukthar, PhD
Volume 4 Issue 1
Abstract
The study examine the determinants effect of celebrity endorsement that are considered essential for the success of marketing communication of activities with specific reference to Carbonated Soft Drinks Among University Students in North Western Nigeria.. The study utilized cross sectional research design for the pilot study, while questionnaire was used to collect data on a sample of one hundred (83) respondents with the aim to assess the adequacy of the items wording, phrasing and question construction; as well as to determine the validity and reliability of the instruments utilized for the study. Consequently, a group of subject matter experts examined the adapted instruments where the researcher sought the view of academics, professionals and industry experts on the subject matter under consideration to ensure clarity, understandability and the ability of the questionnaire items to represent the domain of the study. Similarly, prior studies have utilized and tested the instruments at different times and contexts and found the instruments appropriate. In the same vein, the reliability test results revealed that all the constructs have attained high reliability coefficients, ranging from .877 to .741; as such, they are considered suitable to be used in the main data collection for the study. Keywords: Celebrity Endorsement, Determinants, Validity, Reliability, Consumer Buying Behavior, Pilot Study
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