ABSTRACT
The study focused on Celebrity Endorsement on consumer purchase intention, 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 300 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 (300) questionnaires were distributed using yamani’s propounded formula sampling technique to gather information for this study. Three hundred and twenty four (300) copies of questionnaires were recovered from the field work.
The Findings showed there is a significant relationship between celebrity endorsements on consumer purchase intention of university of Benin students, it also indicated that there is a significant relationship between trustworthiness, credibility and consumer purchase intention of university of Benin students. The study also showed there is a significant relationship between celebrity likability and consumer purchase intention of university of Benin students. This implies that celebrity endorsement influences consumer purchase intention among university of Benin students.
