CELEBRITY ENDORSEMENTS AND AKWA-IBOM STATE UNIVERSITY STUDENTS PATRONAGE ON FASHION BRANDS
Abstract
This study investigated celebrity endorsements and Akwa Ibom State University Students'
Patronage of Fashion Brands. The study sought to find out the extent to which Students' of Akwa
Ibom State University depend on celebrity brand endorsements, identify the types of fashion
brands that Akwa Ibom State University Students' rely on celebrity endorsements for decision
making, ascertain the gratifications derived from celebrity brand endorsements for fashion
patronage. Diffusion of innovation and Social identity provided the theoretical framework. The
researcher adopted description survey in research design. The population constituted of 11,264
students(Students Affairs Unit,2024) and 370 students were picked as sample size for the study
using Meyer's (2010) statistical guide. Copies of structured questionnaire questionnaires were
used as instruments of data collection. Findings from the study showed that there is a great extent
to which celebrity endorsements influence their choice of fashion brands; that students in Akwa
Ibom State University derived gratifications from beauty enhancements through fashion brands,
and that a celebrity's popularity attract students to a celebrity endorsement for fashion patronage.
The study recommended that fashion brands should emphasize the gratifications derived from
beauty enhancements in their celebrity endorsements to attract students, highlighting how their
products can boost self-esteem and enhance personal appearance, fashion brands should align
their endorsements with trendy figures who reflect the aspirations of the student demographic
and fashion brands should leverage celebrity endorsements in clothing's ( e.g dresses, shirts,
under wears) to effectively influence students' decision- making
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