THE EFFECT OF CELEBRITY ENDORSEMENT ON CONSUMER PURCHASE INTENTION THE CASE OF EAST AFRICA BOTTLING SHARING COMPANY (CocaCola) IN ADDIS ABABA

Abstract

Celebrity endorsement has become a marketing weapon used by various organizations and marketers to promote their products or services. This is because it is seen as the fastest and simplest way of developing a relationship between their products and consumers. This study focused on the effect of celebrity endorsement on consumer purchase intention of East Africa bottling sharing company in Addis Ababa using celebrity features such as celebrity credibility, attractiveness, popularity, trustworthiness, match up and expertise as a basis for celebrate endorsement. The research conducted descriptive and explanatory research to address the research problem and objective. The approach used mixed approach.384 respondents customers selected by convenience sampling method and14 managers were selected by purposive sampling method. The study implemented questioner and interview as primary data. The finding revealed that expected hypotheses proved with the regression analysis so it resulted as H01 , H02, H04, H05 , and H06 were positive and statistical significant to customer purchase intention. Consequently they are rejected. It means their alternatives were accepted but Ha3 were not accepted.The results of the study conclude that all of the components of celebrate endorsement of East Africa bottling sharing company in Addis Ababa were critically influence customerpurchasing intention it was supported by their relation and positive and statistical significant relation to customer usage . The study recommends that proper attention be given to celebrity endorsement by organizations because it could be a game changer, the recommendation of the research, with the exception of its popularity, Celebrate credibility, attractiveness, trustworthiness, match-up, and competence were successful promotional tactics for consumer usage behavior. Celebrate recommendations, maintain them, and take note of the market's dynamism for ongoing development to remain competitive