INFLUENCE OF CELEBRITY ENDORSEMENT ON CONSUMERS' PATRONAGE OF HEINEKEN LAGER BEER AMONG RESIDENTS IN ENUGU METROPOLIS

This study focused on Influence of Celebrity Endorsement on Consumers’ Patronage of Heineken lager beer among Residents in Enugu Metropolis. The study was guided by three objectives namely; to determine the percentage of Heineken Lager Beer consumers in Enugu Metropolis who are aware of celebrity endorsements of the product, to quantify the extent to which celebrity endorsement influences the frequency and quantity of Heineken Lager Beer consumption among consumers in Enugu Metropolis and to identify the associated challenges on celebrity endorsement of Heineken lager beer in Enugu metropolis. The study was anchored on Rational Choice Theory and the research design adopted was survey research design. The population of the study is residents of Enugu metropolis. The population of the study is 660991 obtained from 2016 projection of the National Bureau of Statistics website. Sample size of 399 was obtained using Taro Yamane formula for determining sample size. To ensure fair representation, Heineken lager beer drinkers in the Enugu metropolis were chosen at random from several strata using the purposive sampling technique. The study found that most consumers of Heineken lager beer in Enugu metropolis are not familiar with the brand ambassadors, as they are not usually well-known celebrities. However, celebrity endorsement significantly influences adult consumption of Heineken beer, often driven by peer pressure and imitation. Additionally, the study revealed that celebrity endorsement has negative social consequences, including increased school dropouts, academic failures, and anti-social behaviors among adults in Enugu metropolis. The researcher recommends that to enhance the effectiveness of Heineken's celebrity endorsements, the brand should increase consumer awareness through targeted campaigns and ensure that the celebrities they select align with the values of their target audience, regular consumer feedback surveys will help assess the success of these endorsements, allowing for adjustments where necessary. Additionally, Heineken should diversify its promotional strategies by incorporating influencer marketing and local ambassadors alongside celebrity endorsements. Finally, addressing potential challenges, such as negative publicity involving endorsers, will help protect the brand’s image and maintain consumer trust.