Brand Ambassador and Consumer Purchase Decision in Rivers State

Abstract

The study investigates brand ambassador on consumer purchase decision of soft drinks in Rivers State. The study adopted the descriptive research design. A sample size of 376 soft drinks consumers were randomly selected using the questionnaire for data collection. Six research questions were posed and six hypotheses tested. Data analysis was done using descriptive statistics of mean and standard deviation while inferential statistics of Pearson product moment correlation coefficient (PPMC) was used to test the stated hypothesis on SPSS version 25. Findings revealed that there is a significant positive strong relationship in adopting brand celebrity to influence repeat purchase and customer loyalty, there is a significant relationship in promoting brands using marketing professionals to stimulate repeat purchase and customer loyalty, there is also significant relationship in the use of brand enthusiasts to stimulate repeat purchase and customer loyalty of soft drink in Rivers State. The study therefore concludes that there is a significant relationship in adopting brand ambassador and consumer purchase decision of soft drinks industry in Rivers State. The study therefore recommends that: popular celebrities should be considered as part of strategies for creating brand awareness in the soft drink industry in order to stimulate customer loyalty and boost sales in the long run. Marketing professionals should be adopted by soft drinks firms with low sales performance to beat competition, again business managers can equally engage the services of brand enthusiast in promoting sales in their organization.