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.
Page Range
16-24