Chapter One — 1.1 Background to the Study

Celebrity Endorsement has increasingly attracted the attention of researchers, regulators, and practitioners concerned with consumer purchase intention. This growing interest reflects the recognition that celebrity endorsement does not operate in isolation, but interacts with a wider set of institutional and market conditions found within Lagos State.

Lagos State presents a useful setting for examining this relationship precisely because the conditions there — structural, regulatory, and behavioural — differ from those typically assumed in the broader literature, most of which draws on evidence from more developed economies.

1.2 Statement of the Problem

While celebrity endorsement is widely discussed in policy and industry circles, empirical evidence on its actual effect on consumer purchase intention within Lagos State remains sparse and, in places, contradictory. This lack of localized, rigorous evidence makes it difficult for decision-makers to know with confidence whether current approaches to celebrity endorsement are helping or hindering consumer purchase intention — a gap this study sets out to close.

1.3 Objectives of the Study

1. To examine the effect of Celebrity Endorsement on consumer purchase intention in Lagos State.
2. To assess the extent to which celebrity endorsement influences consumer purchase intention within the study area.
3. To identify the challenges associated with celebrity endorsement in relation to consumer purchase intention.
4. To recommend strategies for optimizing celebrity endorsement in order to improve consumer purchase intention.

1.4 Research Questions

1. What is the effect of celebrity endorsement on consumer purchase intention in Lagos State?
2. To what extent does celebrity endorsement influence consumer purchase intention within the study area?
3. What challenges are associated with celebrity endorsement in relation to consumer purchase intention?
4. What strategies can be adopted to optimize celebrity endorsement in order to improve consumer purchase intention?

1.5 Significance of the Study

Beyond its academic contribution to the field of marketing, this study has practical value for management teams within Lagos State seeking to understand how celebrity endorsement translates into measurable outcomes around consumer purchase intention. It is equally useful to students and future researchers looking for a localized empirical reference on this relationship.

1.6 Scope of the Study

The study is limited to an examination of Celebrity Endorsement and its relationship with consumer purchase intention within the context of Lagos State. It reflects a clearly defined scope of analysis and relies on data and perspectives available within that scope; generalizing the findings beyond this specific context should therefore be done with appropriate caution.