ASSESSING THE IMPACT OF CELEBRITY ENDORSEMENT AND BRAND LOYALTY AMONG STUDENTS OF FEDERAL POLYTECHNIC, BAUCHI FOR THE BRAND DIOR

This study investigated the impact of celebrity endorsement on brand loyalty among students of Federal Polytechnic Bauchi, focusing on the luxury brand Dior. The research aimed to determine the level of awareness and preference for Dior, examine how celebrity endorsements influence student perceptions, analyze the impact on brand loyalty, and identify factors that enhance or hinder endorsement effectiveness. Employing a descriptive survey design, data was collected from a sample of 289 students selected via census sampling from a population of 340 in the Department of Mass Communication. A structured questionnaire was used for data collection, and both descriptive statistics were used for analysis. The findings revealed a high level of awareness of Dior among students, primarily driven by social media and fashion media exposure. However, brand preference was moderate, constrained by the brand's luxury pricing and limited affordability. Celebrity endorsements were found to significantly enhance Dior's appeal, prestige, and perceived quality, with endorsements from global figures like Rihanna and local stars like Tems being particularly influential. The study concluded that consistent, authentic, and culturally relevant celebrity endorsements that align with Dior's luxury image are crucial for fostering emotional attachment and building brand loyalty among students. Recommendations include that Dior should prioritize long-term partnerships with credible and relatable celebrities and develop sustained, platform-specific social media campaigns to engage the student demographic effectively.