Abstract
This study explored the influence exerted by celebrity endorsement on the purchase of slim tea products by female undergraduate students in universities in southeast Nigeria. Specifically, the study aimed to determine the relationship between the brand image of slime tea and celebrity endorsement, identify how celebrity choice influences the brand image of a product, and also examine how female undergraduate students’ choice of brand product is driven by celebrity influence. The population of this study consisted of female undergraduate students in the University of Nigeria Nsukka, Michael Okpara University of Agriculture Umudike, Madonna University Okija, and Ebonyi State University Abakiliki. A multistage sampling technique was used to arrive at a required sample size of 383. I did an oversampling and a total of 400 copies of the questionnaire were distributed and 392 copies of this questionnaire were filled and returned, making for a return rate of 98%. Findings from this study showed that respondents believe that celebrity endorsement can influence their brand choice. And that the choice of celebrity used matters a lot. If an organization fails to provide a positive and strong brand image, it may directly or indirectly affect consumers’ decision-making; as consumers may shift to competitors that offer a better experience. From the findings of this study, it is recommended that advertisers should make use of the right celebrities to enhance the brand image of their products and also consider celebrities whose profession and lifestyle are in sync with the products and services that they are endorsing.
Highlights
Consumer good by showing up with it in an advertisement” Morgenstein (2014) stated that the world we live in is about (McCracken 1989)
As there is a need to ascertain other factors that celebrities boost the image of products and services, they could influence buyers’ decisions beyond celebrity endorsement and be advertised on Billboards, Television, Radio, or even this forms the crux of this study
It is of relevance to the study because most times effective design to assess the influence of celebrity when people are exposed to an advertisement, some go a step endorsement on the purchase of slim tea by female further by trying out the products being advertised after which https://ijbassnet.com/
Summary
Consumer good by showing up with it in an advertisement” Morgenstein (2014) stated that the world we live in is about (McCracken 1989). There is a need to measure the level of success of Abakaliki, and Madonanna University Okija who make use of this practice and the influence of celebrity endorsement on the Slim Tea. The study is designed to cover both the practical and brand image of slim tea among female undergraduates.
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