Celebrity Product-Endorsement And Customer Brand Loyalty In Foods Industry In Ogun State, Nigeria
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Date
2023-12
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Mountain Top University Journal of Humanities, Management and Social Sciences
Abstract
The study examines celebrity product-endorsement and customer brand loyalty in foods industry in Ogun State, Nigeria. The population of the study was 2,500 from where a sample of 150 individuals, who are consumers of household products and items produced by Nestle Nigeria Plc in Agbara Industrial Estate in
Ado-Odo/Ota Local Government Area of Ogun State, Nigeria. The research design used was the survey design while a self-structured questionnaire was the main instrument for data collection. Data analysis tools are Percentages, Correlation and Regression statistical techniques for data analysis. The study revealed that there is a weak positive relationship between celebrity product endorsement and consumer brand appeal (r =0.206, p<0.05), that there is a very weak positive relationship between celebrity overshadowing and consumer purchase intention (r = 0.060, p<0.05) and that there is a weak positive relationship between celebrity trap and consumer brand trust (r = 0.076, p<0.05) among consumers of household products and items produced in the foods industry. The study recommends that marketing practitioners should come up with celebrity product-endorsement strategies and develop capacity to benefit from celebrity endorsed product campaigns to influence purchase decisions. Also design use of appropriate celebrities to avoid celebrity-trap that will guarantee brand trust in the consumer goods markets. Again, that marketing environment should be constantly monitored to enhance brand survival especially in highly competitive consumer goods markets that will enhance customer brand loyalty in foods industry.
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Kesinro, O. R. (2023). Celebrity Product-Endorsement And Customer Brand Loyalty In Foods Industry In Ogun State, Nigeria. Mountain Top University Journal of Humanities, Management and Social Sciences. 3(2); 118-144.