December 2025 Edition

Influence of Celebrity Endorsement on Brand Awareness and Perception: A Study of Consumers of Harpic Product in Delta State, Nigeria.

Dr. Chiyem Okorie

Abstract

In today's consumer driven economy, celebrity endorsement has
emerged as a widely adopted marketing strategy, captivating the
attention of businesses and marketers. Despite its widespread use, the
effectiveness of celebrity endorsement in enhancing brand awareness
and perception remains a contentious issue among marketing
scholars.The objectives of this study are to assess how celebrity
endorsement impacts brand awareness, perception among others.
Methodologically, the research draws on the theories of Meaning
Transfer Model and Congruence Theory (CT) to investigate the
intersection between celebrity endorsement and brand awareness and
perception. The study adopted a descriptive survey research design,
utilizing a structured questionnaire to gather data from 380 respondents
across Delta State. Data analysis involved descriptive statistics,
Pearson correlation, and regression analysis. The findings revealed that
celebrity endorsement has a significant and positive influence on brand
awareness and brand perception. Additionally, celebrity endorsement
was found to significantly influence consumers’ purchase decision,
while the attractiveness of celebrity endorsers also had a positive impact
on consumer perception. The study concludes that celebrity
endorsement is an effective marketing strategy in enhancing consumer
awareness and perception but must be complemented with product
quality assurance.

Keywords

Brand awareness, Brand perception, celebrity attractiveness, Celebrity endorsement, Consumer behavior.

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