Effect of Celebrity Endorsements on Consumers Purchase Decision in Nigeria

Ifeanyichukwu, Chioma Dili

International Research Journal of Management, IT & Social Sciences
Vol 3 No 9: September 2016

The use of celebrities is one of the very many marketing strategies employed by marketers in today’s business environment. The Nigerian economy has witnessed increased launching of consumer products. No doubt, intense competition in the business environment among various products and services has led to organizations endorsing deals/ambassadors. Nowadays, we hear the term “brand ambassadors” more often than usual. Celebrity endorsement is one of the very many features of modern marketing. This study attempts to determine the effect of celebrity endorsement on consumer purchase of a product. 200 young adults were conveniently selected as respondents for the study. Regression was used to test for the significance of the hypotheses generated.