Celebrity-Brand Endorsement: A Study on its Impacts on Generation Y-ers in Nigeria

Abstract

Objective: The study aimed to examine the effects of celebrity brand-endorsement (CB-endorsement) on attitude as well as the purchase intention of Generation Y-ers in Nigeria using an adapted model of Ohanian. Materials and Methods: Using the quantitative approach, structural equation modelling engaging SmartPLS 3.2.7 was used to investigate the relationships among the research constructs. A probabilistic random sampling technique (stratified) of 273 millennial students, from six selected federal institutions of higher learning in the Northwest and Southwest region of Nigeria, was used. Results: Results revealed that expertise of a celebrity does not influence Nigeria’s Generation Y-ers intention to purchase the endorsed product. Attractiveness and trustworthiness of a celebrity, on the other hand, influence Generation Y-ers purchase intention. However, attitude does not mediate between the independent variables and the dependent variables. The study utilizes student Generation Y-ers mostly residing in the urban areas. Conclusion: Based on the findings, the researchers recommended to the practitioners alternatives to the practice of CB-endorsement. Future research opportunity and constraints are also outlined.