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INTERNATIONAL JOURNAL OF NOVEL RESEARCH AND DEVELOPMENT International Peer Reviewed & Refereed Journals, Open Access Journal ISSN Approved Journal No: 2456-4184 | Impact factor: 8.76 | ESTD Year: 2016 Scholarly open access journals, Peer-reviewed, and Refereed Journals, Impact factor 8.76 (Calculate by google scholar and Semantic Scholar | AI-Powered Research Tool) , Multidisciplinary, Monthly, Indexing in all major database & Metadata, Citation Generator, Digital Object Identifier(DOI) |
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| Paper Title: | An Empirical Investigation of the Nexus Between Celebrity Endorsement and Political Patronage Among Nigerian Undergraduate Voting Publics |
| Authors Name: | Ugwu Paschal Anayochukwu , Prof. Titus C. Okeke |
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| Author Reg. ID: |
IJNRD_186429
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| Published Paper Id: | IJNRD2305359 |
| Published In: | Volume 8 Issue 5, May-2023 |
| DOI: | |
| Abstract: | This study aims at investigating the nexus between celebrity endorsement and political patronage among the Undergraduate voting publics in south east, Nigeria. Although, extant literature is gorged with research on celebrity endorsement and patronage behavior, empirical studies that investigate the nexus between celebrity endorsement and political patronage among undergraduates in a typical developing economy like Nigeria are scanty and under-research. Based on the fore goings, survey design was adopted for this study. The study population comprises undergraduate students in selected higher institution of learning in Anambra and Enugu states. The research instrument employed was questionnaire. The research instrument was validated using construct and content validity while the reliability test was conducted using cronbach’s alpha coefficient test. Multiple regression was employed to test the hypothesized relationships between the independent variable (celebrity endorsement) and dependent variable (political patronage). The result revealed that trustworthiness, attractiveness, expertise and congruency have positive and significant effect on political patronage. Based on the findings, we conclude that this study provides empirical support for the nexus between celebrity endorsement and political patronage. On the basis of conclusions, we recommend that political class should capitalize on celebrity endorsement as a means of increasing their acceptability and voters’ patronage during electioneering campaign. Also, political marketing practitioners should intensify their effort in involving celebrity endorsement as a veritable tool for electorates’ acceptability of any political party or candidate in their course of consultation. |
| Keywords: | Celebrity endorsement, Political patronage, Undergraduate students, Voting publics, Nigeria, Developing country. |
| Cite Article: | "An Empirical Investigation of the Nexus Between Celebrity Endorsement and Political Patronage Among Nigerian Undergraduate Voting Publics ", International Journal of Novel Research and Development (www.ijnrd.org), ISSN:2456-4184, Vol.8, Issue 5, page no.d451-d483, May-2023, Available :http://www.ijnrd.org/papers/IJNRD2305359.pdf |
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| ISSN: |
2456-4184 | IMPACT FACTOR: 8.76 Calculated By Google Scholar| ESTD YEAR: 2016 An International Scholarly Open Access Journal, Peer-Reviewed, Refereed Journal Impact Factor 8.76 Calculate by Google Scholar and Semantic Scholar | AI-Powered Research Tool, Multidisciplinary, Monthly, Multilanguage Journal Indexing in All Major Database & Metadata, Citation Generator |
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Published Paper ID:IJNRD2305359 Registration ID: 186429 Published In: Volume 8 Issue 5, May-2023 DOI (Digital Object Identifier): Page No: d451-d483 Country: Enugu, Enugu, Nigeria Research Area: Social Science and Humanities Publisher : IJ Publication Published Paper URL : https://www.ijnrd.org/viewpaperforall?paper=IJNRD2305359 Published Paper PDF: https://www.ijnrd.org/papers/IJNRD2305359 |
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ISSN: 2456-4184
Impact Factor: 8.76 and ISSN APPROVED
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