INFLUENCE OF CELEBRITY ENDORSEMENT ON CONSUMER BRAND PREFERENCE OF SELLECTED BEVERAGE BRANDS IN NIGERIA

ABSTRACT
In a bid to produce and market their goods and services in the most successful manner, most business
organizations resort to the use of celebrity advertising to realize their goals and objectives. This research
work under took an indepth study on the use of celebrity endorsement for effective celebrity brand
advertisement. The research was prompted by the need for firms to produce quality products,
select celebrities that are most apprpropriate for their brands’ endorsement and also the need
for them to monitor celebrities’ activities, especially considering huge amount used in enrtering
into contract with the company. The selected beverage firms studied were 7Up bottling company
and NBC ltd in southeast geo-political zone of Nigeria. Today most consumers are exposed to
alternative products and firms strive to employ the most effective methods, strategies and
programmes to ensure consumers remain loyal to their brands. In order to achieve this, the use
of celebrity endorsement has become a winning formular, especially for beverage firms.
Ccelebrities posess certain attributes that are transferred to the brands via endorsement .The
question now is, are these qualities actually transferred through the process of endorsement, or
are they just formalities without having any positive influence on their targeted consumers. This
led us to formulatie objectives and hypotheses, which include, to determine the extent of
perception of consumers of beverages on the use of celebrity advertising for brand endorsement;
to a certain the significant relationship between the celebrity advertising and brand preference
of beverage industry in Southeast; determine the extent to which celebrity endorsement
influences consumers preference of firms’s brands; determine the extent to which celebrity
advertising facilitate brand switch, and finally to ascertain the match of celebrity personality on
the endorsed brands of the beverages in south-East Nigeria. The researcher adopted discriptive
research, while primary data was collected from the respondents through the use of
questionnaire, and the secondary data, was through related text books, internet material,
journals, etc. Two population sizes were used, with sample size of 400 and 94 for consumers and
management respectively as derived from Taro Yamane and proportionate sample sizes. The
reliability test was measured using cronbach Alpha coefficient method, while T .test, PPMC and
chi square were used in testing the hypotheses. Tables, simple percentages and charts were used
to present and analyzed data. The result revealed that; the perception of consumers of beverages
on the use of celebrity advertising for brand endorsement in south-East Nigeria was significant
(F = 19.376, P< 0.05), secondly, celebrity endorsement had significant (F= 0.800, p < 0.05)
relationship on consumers of a firm’s brand in southeast, thirdly, celebrity endorsement had a
significant (R= 0.901, P< 0.05) influence on consumers preference of firms brand, fourthly,
celebrity endorsement significantly (x= 286.16,P < 0.05) facilitated brand switch by consumers
of beverages, and finally, beverage firms in southeast significantly (x= 286.16,P<0.05) choose
celebrities that matched the endorsed brands. The researcher concludes that in order to
influence consumes through celebrity endorsement, firms should ensure their products’ are of
good quality, to gain consumers trust , monitor celebrities’s activities and also feature
celebrities that match their endorsed brands, these ways, huge amount that is spend on hiring
celebrities will not be a waste. The research was on beverage firms and therefore recommends
that further study be made in beauty industry, which always feature mismatch adverts in their
celebrity selection. Also digress to agriculture by featuring young and beautiful celebrity to
feature in our agric sector.

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