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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


References: Byrne, A. & Whitehead, M. & Breen, S. (2003). The naked truth of celebrity endorsement.JournalBritish Food, Volume: 105 Issue: 4/5 Page: 288 – 296 Gail, T Barbara and Taleja (2005). A Study on The Impact Of Celebrity Endorsement on Buying Behavior of Consumers and as a Source of Brand-Building. Girdhar, Moore, TJ.(2005).The Role of Celebrity Endorsements in Politics: Oprah, Obama, and the (2008) Democratic Primary’ Gupta, DK, Kaplan, R Keyt (2001). Is your company off course? Now you can find out why",Fortune Feb 17 pp128– 30 vadim (2007) Cobbold, I. and Lawrie, G. (2002).The Development of the Balanced Scorecard as a Strategic Management Tool". Performance Measurement Association 2002 Biswas, S, Hussain, M, &O‟Donnell, K Aaker, D.(1991).Managing brand equity: capitalizing on the value of a brand name, Free Press, New York. Richard et al. (2009): Measuring Organizational Performance: Towards Methodological Best Practice. Journal of Management. KadambiniKatke Dayan and Sagar (2007) College of Management and Information Technology, Bangalore ,The Impact of television advertising on child health and family Mugenda, O Heider, Fritz (2003). The Psychology of Interpersonal Relations.John Wiley & Sons. Hertzendorf, Mark N.(2004), "I 'm not a high-quality firm---but I play one on TV," RAND Journal of Economics, Vol. 24, No.2, APPENDIX I: QUESTIONNAIRE FOR EMPLOYEES
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