INFLUENCE OF CELEBRITY ENDORSEMENTS ON CONSUMER BUYING HABITS OF NIVEA PRODUCTS IN ADO-EKITI-NIGERIA

Abstract

This study investigated the influence of celebrity endorsements on consumer buying habits of NIVEA products, how consumers perceive and respond to celebrity endorsements, the extent to which these endorsements shape consumer preferences and brand loyalty, and the impact of negative publicity about celebrity endorsers on purchasing decisions in Ado-Ekiti,. The study used questionnaire to gain in-depth insight into consumer behavior. The research objectives focused on determining the direct influence of celebrity endorsements on buying habits; ascertaining consumer perceptions and responses; evaluating the impact on brand preferences and loyalty; and assessing the effects of negative publicity. Findings indicate that celebrity endorsements significantly influence consumer buying habits for NIVEA products, enhancing brand awareness, creating emotional connections, building trust, and driving purchase decisions. The research also revealed that while celebrity endorsements are generally beneficial, they carry potential risks, particularly in cases of negative publicity. Despite these risks, strong brand loyalty suggests that NIVEA has successfully built a brand identity that transcends individual endorsers. The study therefore recommends that the NIVEA brand should ensure transparency and authenticity in endorsements and that they should also develop crisis management strategies in case of negative publicity about celebrity endorsers.