CELEBRITY ENDORSEMENT AND PURCHASE INTENTION IN CONSUMER GOODS IN BENIN CITY

ABSTRACT

This study examined celebrity endorsements and purchase intention in consumer goods in Benin City. The study adopted a survey research design involving the use of questionnaires. The study covered a sample size of three hundred and eight-five. The findings arrived after the empirical analysis included that: there is significant relationship between celebrity expertise and consumer purchase intentions for consumer goods in Benin City, there is a significant relationship between celebrity-product matchup and purchase intentions of consumers for consumer goods in Benin City, that celebrity attractiveness does not have a significant effect on the purchase intentions of consumers towards consumer goods in Benin City, that celebrity credibility does not significantly influence the purchase intentions of consumers for consumer goods in Benin City and the perceived reliability of a celebrity does not significantly affect consumer purchase intentions for consumer goods in Benin City. Based on these findings, it was recommended that: brands should carefully select celebrities who are perceived as knowledgeable and experienced in relevant domains, brands should ensure a logical and authentic connection between the celebrity and the product being endorsed, brands might should reallocating resources towards other aspects of the endorsement, such as developing creative and engaging narratives that highlight the product's features and benefits, rather than focusing solely on the celebrity's physical appeal.Brands should consider when planning their marketing strategies, possibly focusing more on building long-term brand credibility and trust through consistent quality and customer service, rather than relying heavily on the perceived credibility of a celebrity endorser and brands should prioritize establishing their own reliability and trustworthiness in the market.