Influence of Celebrity Endorsement on Consumer Attitudes Toward Products in Abuja

This study investigates the influence of celebrity endorsement on consumer attitudes toward endorsed products and purchase intentions among consumers in Abuja, Federal Capital Territory. Celebrity endorsement is one of the most widely used advertising strategies in Nigeria, with brands investing heavily in musical artists, sports stars, and social media influencers to associate their products with aspirational identities. This study uses a descriptive survey design, collecting data from 310 adult consumers in Garki, Central Business District, and Kubwa districts through structured questionnaires. Variables assessed include familiarity with endorsing celebrities, perceived celebrity-product fit, attitude toward the endorsed brand, and purchase intention. The source credibility model and congruence theory provide the theoretical framework. Descriptive statistics, Pearson correlation, and regression analysis are applied. Findings reveal that celebrity attractiveness and perceived expertise are the two strongest predictors of positive brand attitude, jointly explaining 48 percent of attitude variance. Celebrity-product fit, specifically the perceived match between the celebrity's image and the product category, moderates the effectiveness of endorsement significantly. Nigerian Afrobeats artists generate the strongest purchase intention for entertainment and fashion products, while Nollywood actors are more effective for domestic products and insurance services. Sports celebrity endorsements are most effective for sports nutrition and beverages. The study concludes that celebrity endorsement effectiveness in Abuja is highly dependent on strategic celebrity-product matching and recommends rigorous fit analysis before endorsement contracts are signed by brand managers.

Keywords: celebrity endorsement, consumer attitudes, advertising, Abuja, source credibility.