CELEBRITY ENDORSEMENT AND REPEAT PURCHASE INTENTION

ABSTRACT

The study examines the concept of celebrity endorsement and repeat purchase intention amongst MTN service consumers. Taking into account four aspects of a celebrity— reliability, perceived knowledge, attractiveness, and credibility—it sought to determine whether there is a significant relationship between celebrity endorsement and repeat purchase intention among MTN service customers in the department of Business Administration, University of Benin. The study was conducted using a survey research design. All University of Benin business administration students made up the study's population. Benin City. A sample size of 235 was used for the study using a convenience sampling method. The analysis made use of regression. According to the study, celebrity attributes such as reliability and perceived knowledge have a notable and significant link with the likelihood of repeat purchases.