The Impact Of Brand Ambassador Scandals On Consumer Purchasing Decisions In Ghana. A Study Of Students Of UniMAC-IJ

Abstract

The study explored the impact of brand ambassador scandals on consumer purchasing decisions in Ghana’. The study is premised on ascertaining the impact of brand ambassador scandals on consumer purchasing decisions. As part of the theoretical underpinnings of the study, both the Social Identity and Brand Attachment theories were used. The primary data collection method was used with questionnaires distributed by the researcher to respondents. And upon analysis of the responses of the two hundred (200) students of UniMAC-IJ using the multiple regression and correlation analysis, the findings proved that, there is a significant and positive relationship between corporate social responsibility and employee well-being, which is to mean that, their relationship is statistically reliable and unlikely due to chance. The study underscored that, brand ambassador scandals impact consumer purchasing decision by deterring repurchase behaviour, reduced brand loyalty, undermines consumer trust and erodes brand credibility and authenticity. Again, the study highlighted deterring repurchase behavior and reduced brand loyalty as the most significant impact of brand ambassador scandals on consumer purchasing decision. And finally, the study added that, cultural/communal values, religious beliefs, brand attachment and social media influence, greatly constitute the factors that influence Ghanaian consumers' responses to brand ambassador scandals. The study suggested that organisations should select celebrities with proven track record of high moral conduct and behaviour to be their ambassadors. And finally, the study recommended, further studies into the potential risks associated with brand ambassador scandals and the strategies that can be used to mitigate these risks.