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ABSTRACT
The crux of the study is to evaluate the impact of celebrity endorsements on consumer perception of Munch It in Benin metropolis. The study was anchored on source credibility theory and survey research method was used.Thus,96 questionnaires were administered to a sample of 96 respondents residing in Benin metropolis.It was concluded based on findings of the research that celebrity endorsements is an important marketing strategy that should be put into consideration by manufacturers hence proper background check needs to be carried out on prospective endorsers as the outcome of such investigation helps in determining the efficiency of the medium to a great extent.
