EFFECT OF BRAND AMBASSADOR ENDORSEMENT AND SALES PERFORMANCE OF PEPSI-COLA IN NASARAWA STATE

Abstract

The study investigated effect of brand ambassador endorsement and sales performance of Pepsi-Cola in Nasarawa State. The study adopted survey research design, with a study population of 203 respondents. Data for the study was primarily sourced via a questionnaire, structured with open and close ended questions. Data collected were regressed and findings revealed that Brand Ambassador’s credibility, popularity, acceptance and integrity severally have significant relationships with sales performance of Pepsi Cola in Nasarawa State. The study therefore, recognises that Brand Ambassador’s credibility, popularity, acceptance and integrity have significant relationship with sales performance of Pepsi Cola in Nasarawa State. However, suggestions from the open ended section of the questionnaire led to a recommendation that Pepsi-Cola, a fairly underperforming firm in the carbonated drink industry should invest hugely on other promotional and advertising platforms that will root there product in the heart of the market, with minimal focus on brand ambassadorship, due to the expensive nature of the brand ambassadorship model of brand promotion. Keywords: Brand, Ambassador, Endorsement, Brand Image, Sales Performance