ERUKAYE Omosegho Jennifer
&
OSEYOMON Ehi Patrick
Department of Marketing,
University of Benin, Benin City, Edo State
Abstract
The study examined the influence of celebrity endorsements on brand performance of cosmetic products in Benin City, Nigeria. The objectives of the study were to examine the influence of Celebrity trustworthiness on brand awareness of cosmetic products in oredo local government area, Benin City Nigeria, determine the influence of Celebrity credibility on brand recall of cosmetic products in Benin City, Nigeria and to examine the influence of celebrity popularity on purchase intention of cosmetic products in oredo local government area, Benin City Nigeria. The descriptive survey was utilized for the study with aid of correlational type method. The target population focused on male and female who have knowledge or uses cosmetic products in Oredo Local Government area, Benin City Nigeria as a sample, the study adopted the use of primary data which was collected through a well-constructed questionnaire to generate information from the respondents. Data were analysed through descriptive and inferential statistics using standard deviation and mean, the outcome of the study revealed that celebrity trustworthiness has influence on brand awareness of cosmetic products in Benin City, Nigeria. The finding of the study also showed that celebrity credibility has influence on brand recall of cosmetic products in Benin City, Nigeria, the result of the study showed that celebrity popularity has influence on purchase intention of cosmetic products in Benin City, Nigeria. The study therefore recommended that Cosmetic companies could leverage celebrity endorsements to raise brand awareness in Benin City. Celebrities with large Benin City fan followings may assist boost brand awareness by promoting the brands on various media platforms.
