EFFECT OF CELEBRITY ENDORSEMENT ON LOYALTY INTENTION AMONG SOFTDRINKS CONSUMERS IN IDAH TOWN
Abstract
ABSTRACT
The study was conducted to examine “effect of celebrity endorsement on loyalty intention among Soft drinks consumers in Idah Town”. The researcher made use of survey research design. The main instrument for data collection was questionnaire. To direct the study, well designed and structured questionnaire was provided and administered to selected respondents. From the analysis of data, it was discovered that; that there is effect of celebrity trustworthiness on loyalty intention of Soft drinks consumers in Idah, it was evident that credibility on Loyalty intention improve the sale of Soft drinks consumers in Idah and that belief has effect on loyalty intention among Soft drinks consumers in Idah Town. The study recommended that; the company should do thorough investigation and be more careful before choosing celebrities to prevent situations of negative loyalty communication and opinion, companies should use trust worthy celebrities and also incorporate legal punishment if certain contract of agreement are bridged by celebrities and product and services should depict what the celebrities are conveying through loyalty communication to avoid contradiction and distrust aftermath.
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