Celebrity Endorsement and Sales Performance of Cola Soft Drinks in the Entire Marketing Process

Patrick Kunle Adeosun Ladipo (), Ayo Christopher Oniku (), Olushola Solomon Akeke () and Chidozie Chidiebere Chileuwa ()

Academic Journal of Economic Studies, 2018, vol. 4, issue 3, 53-62

Abstract: The objective of this study is to analyze the impact of celebrity endorsement on sales performance of Pepsi-Cola in Lagos, Nigeria, with focus on celebrity’s credibility, popularity, acceptance and integrity as a measure of celebrity endorsement on sales performance. Few studies exist without any clear cut idea on which factors firms can use to evaluate the strength and weakness of potential celebrity endorsers in Nigeria and most especially in the beverage industry. The research design is purely descriptive and data collected using cross-sectional survey method from 193 valid questionnaires out of 203. Data collected were analyzed using both descriptive and inferential statistics including regression analysis. The findings, however confirmed significant relationships that exist between celebrity endorsement and sales performance. In the light of the analyses and interpretations, it is suggested and recommended that firms should intensify the use of popularity, acceptance and integrity as a measure of celebrity endorsement to promoting their products, hence not leaving out celebrity’s credibility to protecting brand image.

Keywords: Celebrity integrity; popularity; acceptance; credibility and consumers (search for similar items in EconPapers)
JEL-codes: L0 L11 (search for similar items in EconPapers)
Date: 2018
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Persistent link: https://EconPapers.repec.org/RePEc:khe:scajes:v:4:y:2018:i:3:p:53-62

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