CELEBRITY ENDORSEMENT AND CONSUMER PURCHASE INTENTION

ABSTRACT

This study examine the effect of Celebrity Endorsement on Consumer Purchase Intention, the focus was on celebrity endorsement using University of Benin as case study. The study regressed the dependent variable – Celebrity Endorsement and Consumer Purchase Intention Independent variables – Physical Appearance, Trustworthiness, Expertise and Congruity. A sample of two (200) hundred students of the University of Benin were examined using descriptive statistics, correlation analysis and regression techniques were used to analyze the data in order to achieve the research objectives.

This study employed the Ordinary Least Square Method and the empirical results revealed that there is a significant linear relationship between Consumer Purchase Intention and Celebrity Endorsement as a group.