Abstract:
This study ascertained the influence of celebrity endorsement on brand image of slim tea among female undergraduates in selected south east Nigerian universities. The institutions selected for this study are the University of Nigeria Nsukka, Michael Okpara University of Agriculture Umudike, Madonna University Okija and Ebonyi State University Abakiliki. The choice of these universities was made on the basis that they have a robust undergraduate student population. The survey method was the research design with the questionnaire forming the measuring instrument. The population of this study consisted of female undergraduate students in theses tertiary institutions, numbering 86,690 students. A multistage sampling technique was used to arrive at a required sample size of 383. A total of 400 copies of the questionnaire were distributed and 392 copies of this questionnaire were filled and returned, making for a return rate of 98%. Findings from the study shows that a 73.2% of respondents are of the opinion that celebrity endorsement can influence their brand choice. And that the choice of celebrity used matters a lot. If an organization fails to provide a positive and strong brand image, it may directly or indirectly affect consumer’s decision making; as consumers may shift to competitors that offer better experience. From the findings of this study, it is recommended that advertisers should make use of the right celebrities so as to enhance the brand image of their products and also consider celebrities whose profession and lifestyle are in sync with the products and services that they are endorsing.
