Economics and Business
ISSN 2775-9237 (Online)
Published: 22 June 2023
The Indispensability of Celebrity on Consumer’s Purchasing Behaviour in the Brewery Industry in Cameroon
Felix Nkiendem, Fabien Sundjo, Ayankeng Godlove Nkemkiafu
University of Bamenda (Cameroon), Nkafu Policy Institute of the Denis & Lenora Foretia Foundation (Cameroon), University of Yaoundé II (Cameroon)
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Keywords: Celebrity Endorsement, Consumer Buying Behaviour, Celebrity Match and Celebrity Previous Endorsement
The modern marketing environment has introduced a new paradigm for advertising referred to as celebrity endorsements. These forms of advertising influence consumers' pre-purchase attitudes and draw attention to a product. This study consequently sought to assess the effect of celebrity endorsement on customers’ buying behaviour in the soft drink industry. Specifically the study purport to investigate the effect of (a) celebrity match (b) celebrity attractiveness (c) celebrity credibility and (d) celebrity previous endorsement on consumer buying behaviour. To accomplish these objectives, data was sourced from customers of brewery’s products using simple random sampling technique. Data were analysed using descriptive statistics, correlative research design and inferential statistics. The research findings revealed that celebrity endorsement has a positive and significant effect on consumer’s buying behaviour in the soft drink industry as indicated by the adjusted R-squared of 0.798. This suggest that 79.8% variation in consumer buying behaviour is explained by celebrity match, celebrity attractiveness, celebrity Credibility and Celebrity previous endorsement at 1% level of significance. Since celebrity endorsement has a significant role on consumer’s buying behaviour in the soft drink industry, we recommend that advertisers should match the celebrity credibility, celebrity attractiveness and celebrity previous endorsement by choosing, and shaping the celebrity to match with the target market expectations.
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