BRAND ENDORSEMENT AND SALES PERFORMANCE OF FASHION INDUSTRY IN PORT HARCOURT

Abstract

This study centered on brand endorsement and sales performance of fashion industry in Port Harcourt. The study was informed on negative impressions of some celebrity like scandals and need to have trustworthy celebrity. The population of the study consisted of seventy seven (77) registered fashion firms in Port Harcourt, involving census study. The study was guided by two research questions and two hypotheses Questionnaire was the major instrument for data collection. Data collected were analyzed via descriptive and inferential statistics, and the hypotheses tested using Pearson Product Moment Correlation (PPMC) with the aid of statistical package for social sciences (SPSS) version 26. The study found and held that there is a significant relationship between trustworthiness and sales volume growth of fashion industry in Port Harcourt. There is a strong relationship between expertise and market share growth of fashion industry in Port Harcourt.  Consequently it was recommended that organizations should pay attention to celebrities that are trustworthy to enhance their sales volume growth, particularly in fashion industry. Experts in given professions should be considered when selecting celebrity to provide full knowledge enhancing patronage and market share growth.