Celebrity Endorsement and Consumer Choice of Alcoholic Beverages in Nigeria: A Review

Authors

Sam Okechuckwu Omeje, Buike Oparaugo, Roseline Uzoamaka Anigbo, Mary Onyedikachi Chukwuka

Abstract

In today’s world, it is quite difficult to find an advertisement on the television or even on newspaper pages without a known celebrity endorsing the product being advertised. This trend has gone from product advertising to service advertising and even ideas. Telecommunication companies, food manufacturing companies as well as companies manufacturing skincare products have all joined. However, it appears that alcoholic beverage manufacturing companies have taken it to a whole new level as there barely exists an alcoholic beverage advertising without celebrity endorsement. This article therefore reviews the use of celebrities in advertising alcoholic beverages. Empirical reviews show that the use of celebrities has impact in advertising and sales of product. In light of the analysis, the researchers conclude that celebrities add color to the power of advertising. In most situations, celebrities' usage in advertising increases awareness of advertisements and advertising campaigns for these companies and organizations' products and services, resulting in increased sales. It is indeed resourceful and stands as a distinctive attribute or product identity. This is a good omen in the business of advertising worldwide, and this paper finally recommends that this new era must continue to recognize these stars.

Suggested Citation (APA 7th)

Omeje, S., Oparaugo, B., Anigbo, R., Chukwuka, M. (2022). Celebrity Endorsement and Consumer Choice of Alcoholic Beverages in Nigeria: A Review. International Journal of Applied Research in Business and Management, 3(2), 14-22. https://doi.org/10.51137/ijarbm.2022.3.2.2 

Publication Information

International Journal of Applied Research in Business and Management
Volume: 3, Issue: 2, June 2022
DOI: https://doi.org/10.51137/ijarbm.2022.3.2.2

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