EFFECTS OF CELEBRITY ENDORSEMENT ON CONSUMER BUYING BEHAVIOUR: EVIDENCE FROMSEVEN-UP BOTTLING COMPANY PLC.
Onewo, Theophilus Tobi, Babatunde, Bayode Olusanya, Adenekan, T.A and Akintan, Akinyemi Akindele
Volume 7 Issue 1
Abstract
The use of celebrity endorsements in advertising has become a trend and a perceived winning formula of corporate image building and product marketing. As existing media get increasingly cluttered, the need to stand out has become paramount and celebrities have proved to be the ideal way to ensure brand prominence. The major objective of this study was to examine the effect of Celebrity endorsement on Consumer Buying Behaviour among Pepsi Consumers in Ilorin metropolis, Kwara State. The specific objectives of the study were to examine the effect of celebrity’s trustworthiness on purchase decision and to examine the effect of celebrity’s familiarity on purchase decision. The study population consisted of consumers of Pepsi in Ilorin Metropolis. A total of three hundred and eighty-five copies of questionnaire were administered through convenience and purposive sampling out of which three hundred and eighty-one were properly filled and returned. The formulated hypotheses were tested using regression analysis. Results reveal that celebrity endorsements have a significant effect on Consumers’ Buying Behaviour. Furthermore, the findings of the study revealed that; celebrity’s trustworthiness has effect on purchase decision with R2 value of 0.503 and p-value of 0.001 < 0.05 level of significance. Celebrity’s familiarity has effect on purchase decision with R2 value 0.534 and p-value of 0.001 < 0.05 level of significance. The study concluded that Celebrity Endorsement has positive effect on Consumer Buying Behaviour. It was therefore recommended that Organisations should use Celebrities who are perceived to be honest, reliable, trustworthy dependable and familiar in advertising their products and services.
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