IMPACT OF CELEBRITY ENDORSEMENTS ON CONSUMER PERCEPTION OF MUCH IT IN BENIN METROPOLIS

Although it is generally believed that celebrity endorsement has an impact on advertising effectiveness brand awareness, brand recall, buying intention and buying behaviour, the impact remains to a large extent, understudied. This research therefore seeks to thoroughly investigate the impact of celebrity endorsements on consumers’ perception of Munch It in Benin metropolis. To achieve the objectives of the study, two research questions were formulated and guided the study. The study adopted the source credibility theory to explain the topic under investigation. The research design that was employed to ensure specificity & orderliness in the process of research anchor was the survey method which utilised the questionnaire as its research instrument. Ninety-six respondents were randomly sampled in the course of the study while data was analysed with the aid of simple percentage and frequency distribution. The findings of the study show that consumers have positive perception of celebrity endorsement of Munch It brand in Benin metropolis. The study suggests that advertisements involving the use of celebrities should be more.