EFFECT OF CELEBRITY ENDORSEMENT ON THE PURCHASE BEHAVIOUR OF CARBONATED PRODUCT CUSTOMERS IN BANSI SUPERMARKETS IN MIGORI, KENYA
EFFECT OF CELEBRITY ENDORSEMENT ON THE PURCHASE BEHAVIOUR OF CARBONATED PRODUCT CUSTOMERS IN BANSI SUPERMARKETS IN MIGORI, KENYA
Leunidah Oluberoh - School of Business and Economics, Kisii University, Kenya
Dr. Yobes Nyaboga (Phd) - Senior Lecturer, School of Business and Economics, Kisii University, Kenya
Dr Yusuf Motari (Phd) - Lecturer, School of Business and Economics, Kisii University, Kenya
Mr. Joshua Omondi - Lecturer, School of Business and Economics, Kisii University, Kenya
ABSTRACT
Celebrity endorsement significantly influences product buying behavior by increasing brand visibility, trust, and consumer purchase intention. When there is a strong fit between the celebrity and the product, endorsements can create emotional connections, enhance brand differentiation, and boost product acceptance. However, the effectiveness depends on the celebrity’s image and relevance to the product, while potential risks include negative publicity and overshadowing the brand itself. The study aimed to examine the effect of celebrity endorsement on the purchase behavior of carbonated product customers in Bansi supermarket in Migori, Kenya. The study was anchored on Herbert Simons Theory of Rational Decision making. This investigation employed a cross-sectional research design, which entails the examination of data from a population or a representative sample at a specific moment in time. Bansi supermarket serves as one of the key retail locations for these carbonated beverages in Migori. In this research, the sample size of 291 participants were used. With 10 percent non-response rate the total sample is the 322 respondents. Self-administered questionnaires was employed. The findings suggest that while celebrity endorsements are widely used in marketing, their actual impact on consumer behaviour may be limited unless supported by other persuasive factors such as product relevance, brand trust, or personal experience. It also highlights the importance of conducting market-specific research before investing heavily in celebrity-driven campaigns. Further research could also benefit from larger and more diverse samples across different demographics and geographic locations to enhance generalizability. Since the effectiveness of celebrity endorsement may vary by industry, future studies should consider sector-specific analyses—for example, comparing the impact of celebrity endorsements in fashion, health, technology, and food industries.
