INFLUENCE OF CELEBRITY ENDORSEMENT ON FASHION BRAND SUCCESS IN NIGERIA. A STUDY OF DAVIDO AND PUMA
Abstract
Celebrity endorsement is a significant feature that drives advertisements. The extent to which the creativity part of advertisement is executed through celebrity endorsement has continued to attract attention in scholarship. This study examined the influence of celebrity endorsements on fashion brand success in Nigeria, with a view to investigating the partnership between Nigerian music icon David Adeleke (Davido) and global sportswear brand Puma. Descriptive design was employed. Source Credibility by Hussain and Melewar, Social Identity by Malik and Qureshi served as the framework to investigate how celebrity brand alignment, cultural resonance, and digital media engagement shape consumer perceptions, enhance brand visibility, and influence purchase intentions. Survey design was adopted. Multi-stage sampling was used to generate 397 valid responses were collected via structured online questionnaires from students of University of Lagos, Yaba. Data were subjected to descriptive statistical analysis Davido’s endorsement substantially improved Puma’s stylish image (88.2% agreement), quality (82.9%), and cultural relevance as a brand supportive of African talent (79.3%). Collaboration increased brand recognition (71.2%) and competitive differentiation within the Nigerian sportswear market (82.9%). 79.1% of respondents expressed greater willingness to purchase Puma products due to the endorsement. Instagram was identified as a critical platform for amplifying these effects. Perception of Puma’s market leadership and uniqueness were more varied, suggesting that while celebrity endorsements are highly effective in enhancing brand appeal, they may not fully substitute for broader market positioning strategies. These findings have practical implications for brand managers seeking in maximising endorsement effectiveness through culturally relevant, authentic, and digitally integrated campaigns.
Keywords: Influencer, Brand commercialisation, Celebrity endorsement, Brand ambassador
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