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

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  • Patrick Kunle Adeosun Ladipo
  • Ayo Christopher Oniku
  • Olushola Solomon Akeke
  • Chidozie Chidiebere Chileuwa

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.

Suggested Citation

  • Patrick Kunle Adeosun Ladipo & Ayo Christopher Oniku & Olushola Solomon Akeke & Chidozie Chidiebere Chileuwa, 2018. "Celebrity Endorsement and Sales Performance of Cola Soft Drinks in the Entire Marketing Process," Academic Journal of Economic Studies, Faculty of Finance, Banking and Accountancy Bucharest,"Dimitrie Cantemir" Christian University Bucharest, vol. 4(3), pages 53-62, September.
    • Handle: RePEc:khe:scajes:v:4:y:2018:i:3:p:53-62
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    References listed on IDEAS

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    1. McCracken, Grant, 1989. "Who Is the Celebrity Endorser? Cultural Foundations of the Endorsement Process," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 16(3), pages 310-321, December.
    2. Omotayo OYENIYI, 2014. "Celebrity Endorsements And Product Performance: A Study Of Nigerian Consumer Markets," Management and Marketing Journal, University of Craiova, Faculty of Economics and Business Administration, vol. 0(1), pages 41-51, May.
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    More about this item

    Keywords

    Celebrity integrity; popularity; acceptance; credibility and consumers;
    All these keywords.

    JEL classification:

    • L0 - Industrial Organization - - General
    • L11 - Industrial Organization - - Market Structure, Firm Strategy, and Market Performance - - - Production, Pricing, and Market Structure; Size Distribution of Firms

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