Student at Kisii University
AN ASSESSMENT OF THE EFFECTS OF CELEBRITY ADVERTISING ON ORGANISATIONAL PERFORMANCE: A CASE STUDY OF THE BANKING INDUSTRY
BY HILDA SAWE
B.COM/GC/506/11/12
APRIL 2013
AN ASSESSMENT OF THE EFFECTS OF CELEBRITY ADVERTISING ON ORGANISATIONAL PERFORMANCE: A CASE STUDY OF THE BANKING INDUSTRY
BY HILDA SAWE
B.COM/GC/506/11/12
Submitted in partial fulfillment of the requirements for the degree in Business Management
Department of Accounts and Marketing
AMECEA Gaba Campus
Faculty of Commerce
The CatholicUniversity of Eastern Africa
APRIL 2013
DECLARATION
I, the undersigned, declare that this thesis is my original work and that it has not been presented in any other university or institution for academic credit.
HILDA SAWE
Signature.................................................... Date....................................
SUPERVISORS
This thesis has been submitted for examination with our approval as university supervisors.
Full name and title of first supervisor
ABSTRACT
Celebrity advertisement is use of celebrities to advertise certain products on behalf of the company. It is done through the media or campaign caravans with aims of targeting market from different backgrounds. The purpose of the study was to establish the effects of celebrity advertising on organizational performance and was based on the following objectives: to asses the contribution of celebrity advertising to an organization’s business performance, to evaluate the effectiveness of employing celebrity advertising for improving an organization’s performance, to identify the challenges of employing celebrity advertising in an organization. The study took place in Eldoret town and involved several financial institutions. The research project was important to both the management and the employees of the financial institutions involved and other organizations within the country. The management may have seen meaning celebrity advertisement from the
BY HILDA SAWE
B.COM/GC/506/11/12
APRIL 2013
AN ASSESSMENT OF THE EFFECTS OF CELEBRITY ADVERTISING ON ORGANISATIONAL PERFORMANCE: A CASE STUDY OF THE BANKING INDUSTRY
BY HILDA SAWE
B.COM/GC/506/11/12
Submitted in partial fulfillment of the requirements for the degree in Business Management
Department of Accounts and Marketing
AMECEA Gaba Campus
Faculty of Commerce
The CatholicUniversity of Eastern Africa
APRIL 2013
DECLARATION
I, the undersigned, declare that this thesis is my original work and that it has not been presented in any other university or institution for academic credit.
HILDA SAWE
Signature.................................................... Date....................................
SUPERVISORS
This thesis has been submitted for examination with our approval as university supervisors.
Full name and title of first supervisor
ABSTRACT
Celebrity advertisement is use of celebrities to advertise certain products on behalf of the company. It is done through the media or campaign caravans with aims of targeting market from different backgrounds. The purpose of the study was to establish the effects of celebrity advertising on organizational performance and was based on the following objectives: to asses the contribution of celebrity advertising to an organization’s business performance, to evaluate the effectiveness of employing celebrity advertising for improving an organization’s performance, to identify the challenges of employing celebrity advertising in an organization. The study took place in Eldoret town and involved several financial institutions. The research project was important to both the management and the employees of the financial institutions involved and other organizations within the country. The management may have seen meaning celebrity advertisement from the
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