Browsing by Author "Kimera, Timothy"

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    Celebrity Endorsement, Brand Equity and Sales Performance of Alcoholic Beverage Companies in Kampala, Uganda.
    (2023) Kimera, Timothy
    The study examined the relationship between celebrity endorsement, brand equity and the sales performance of alcoholic beverage companies in Kampala Uganda. A cross sectional survey design was used for the study. A sample of 44 alcoholic beverage companies was drawn from a population of 50 companies. To have a comprehensive analysis of the study, the researcher chose three respondents from each company. These included; the marketing, brand and sales managers. This represented a total number of 132 respondents. From the findings, a total of 104 respondents returned questionnaires constituting a response rate of 79%. The data was collected using a closed ended self-administered questionnaire and was analyzed using SPSS version 27. Pearson correlation and regression analysis were used to determine the degree of the relationship between celebrity endorsement and brand equity on the sales performance of alcoholic beverage companies in Kampala. The correlation analysis revealed that a significant and positive relationship between celebrity endorsement and sales performance of alcoholic beverage companies in Uganda (r =.421**, p<0.01). It also revealed that there was a significant positive relationship between celebrity endorsement and brand equity. The regression results of the study indicated that 29.3% variations in sales performance are due to variations in a combination of celebrity endorsement and brand equity. This implies that a positive increase in celebrity endorsement and brand equity leads to a positive change in sales performance of alcoholic beverage companies in Uganda. The study recommends that managers of alcoholic beverage companies should continue to engage viable endorser-brand fit in the marketing communication efforts, as this will enhance the image of their brand in the consumers‟ mind and contribute to the positivity of sales performance.