Influence of Brand Ambassador Endorsement on Lush Relaxer among Consumers in Benin City, Edo State, Nigeria

Abstract

The researcher investigated the influence of brand ambassador endorsement on consumer
purchase behaviour towards Lush relaxer. The study aimed at evaluating consumers’
exposure, channel of exposure, perception and factors that motivate their purchase
decision. The research was anchored on the social influence theory and the source
credibility theory. The survey research design was employed, utilising questionnaire for
data collection. Findings indicated that a considerable proportion of consumers were
cognizant of brand ambassador endorsed advertisements, which were found to enhance
the patronage of Lush relaxer. The researcher pinpointed several motivating factors
affecting the impact of these advertisements, including trust and credibility, relatability,
authenticity and social proof. In conclusion, the researcher posited that the influence of
brand ambassador’s endorsement on consumer purchase behaviour towards Lush relaxer
is a significant factor in driving sales and brand loyalty. Recommendations included
urging manufacturer of Lush relaxer to leverage the power of brand ambassadors in their
marketing strategy to continue to grow their customer base and achieve success in the
competitive beauty industry.