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What is Celebrity Influence on Pepsi Ads at UNILAG about?

The study examines the influence of celebrity endorsement in television advertising on the purchasing behavior of Pepsi consumers among University of Lagos undergraduates. Findings indicate that while celebrity endorsements do have some impact, factors such as brand reputation, price, and taste are more significant in influencing consumer choices. The research recommends careful selection of celebrities for endorsements to avoid negative associations that could affect product perception.

Author

IOSRjournal

Language

EN