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ABSTRACT
The study focused on Celebrity Endorsement and consumer purchase intention in university of benin,benin city.It sought to investigate the influence of celebrity endorsements on consumer purchase intention.
This research was conducted in order to gain insights and understand celebrity endorsement and consumer purchase intention. Relevant literatures related to the study were reviewed and summarized, the population for the study comprised of 324 respondents.
The structured questionnaire instrument was used for data collection.The data were presented using descriptive and inferential statistics. Descriptive include mean ,frequency and percentages while inferential such as regression analysis.
Three hundred and fifty six(356) questionnaires were distributed using yamani’s propounded formula sampling technique to gather information for this study.Three hundred and twenty four (324) copies of questionnaires were recovered from the field work.
