OLOPADE Oluwaseun John1 ADEKUNLE Kikelomo Julianah2 OGUNDELE Moses Adio3
1,3Department of Business Administration and Management, Federal Polytechnic Ilaro, Ogun State
2Department of Accountancy, Federal Polytechnic Ilaro, Ogun State
Abstract
This study examined the effect of celebrity endorsement on customer patronage of Pepsi Nigeria, focusing on Ilaro metropolis, Ogun State. Specifically, it investigated how celebrity attractiveness, credibility, and trustworthiness influence consumer behavior and loyalty. The study adopted a survey design. The population comprised consumers of Pepsi-Cola in Ilaro metropolis, Ogun State. A sample size of 384 consumers was determined using Cochran’s formula. Structured questionnaire was administered, and 352 valid responses were analyzed using descriptive statistics and multiple regression analysis. The results revealed that celebrity attractiveness (β = 0.151, p = 0.003) and credibility (β = 0.174, p = 0.001) exert weak but significant positive effects on customer patronage, while celebrity trustworthiness (β = 0.436, p = 0.000) demonstrated a moderate and more influential impact. These results indicate that consumers attach greater importance to endorsers’ integrity and ethical conduct than to their physical appeal or perceived expertise. The study concludes that celebrity endorsement significantly shapes customer patronage when trustworthiness is emphasized. It recommends that Pepsi Nigeria should engage credible and trustworthy celebrities whose values align with their brand identity to foster authenticity, deepen customer loyalty, and ensure long-term competitiveness.
Keywords: celebrity attractiveness, celebrity credibility, celebrity endorsement, celebrity trustworthiness, customer Patronage.