Influence of Celebrity Endorsement on Consumer Purchasing Decision of Pepsi Cola Bottling Company in Ilorin Metropolis (a Study of Pepsi Cola Bottling Company)

This study investigates the influence of celebrity endorsement on consumer purchasing decisions of Pepsi Cola Bottling Company in Ilorin metropolis. Specifically, it examines the impact of four dimensions of celebrity endorsement—celebrity credibility, celebrity-brand fit, celebrity popularity, and endorsement frequency—on consumer responses such as purchase intention, brand preference, brand trust, and perceived product quality. The study adopted the Source Credibility Theory as its theoretical framework, emphasizing the role of trustworthiness, expertise, and attractiveness in shaping consumer behavior. A quantitative research design was employed using structured questionnaires administered to 400 consumers within Ilorin metropolis, out of which 385 valid responses were retrieved and analyzed. Data analysis was conducted using descriptive statistics and regression analysis to test the hypothesized relationships with the aid of statistical package social science (SPSS). Findings revealed that celebrity credibility significantly influences consumer purchase intention, with respondents showing a strong preference for credible and trustworthy celebrity endorsers. Similarly, a strong celebrity-brand fit was found to positively affect brand preference, as consumers are more emotionally attached to brands that align with the public persona of the endorsing celebrity. The study also established that celebrity popularity plays a crucial role in building brand trust, though overexposure can diminish authenticity. Moreover, endorsement frequency was shown to affect perceived product quality, with moderate repetition improving brand recall and confidence, while excessive exposure could lead to consumer fatigue. The study concludes that Pepsi Cola and similar brands should carefully manage their endorsement strategies by selecting credible, well-aligned, and moderately visible celebrities to optimize consumer responses.