INFLUENCE OF CELEBRITY ENDORSEMENT ON CUSTOMER LOYALTY A STUDY OF INDRIVE’S GET A DREAM RIDE CATCH A ROLLS-ROYCE CAMPAIGN

This study examines the influence of celebrity endorsement on customer loyalty with a focus on inDrive’s “Get a Dream Ride, Catch a Rolls-Royce” campaign in Lagos State, Nigeria. The research investigates how celebrity attractiveness, relevance to brand image, customer engagement, and symbolic associations with luxury affect consumer perceptions and long-term loyalty. A survey research design is adopted, and data is collected through structured questionnaires administered to 286 respondents who are active inDrive users. Descriptive and inferential statistical methods are applied to analyse the data, with findings presented in frequency tables and interpreted in relation to existing literature. The results reveal that celebrity endorsement significantly enhances brand authenticity, trust, and emotional connection, as 73.1% of respondents report increased loyalty to inDrive due to the chosen celebrity. In comparison, 74.5% confirm that trust in the brand improves because of the endorsement. 74.2% of respondents actively follow the celebrity campaign online, and 73.5% engage by sharing posts or discussing them with peers, showing that digital engagement reinforces positive brand attitudes. However, the study also finds that 69.3% of participants may feel less connected to inDrive if the celebrity is removed, highlighting a risk of over-dependence on endorsement. The study concludes that celebrity endorsement is an effective marketing strategy for building emotional and behavioural loyalty. However, long-term customer commitment requires service consistency, affordability, and value-driven initiatives beyond endorsement. It recommends that inDrive sustain strong brand-celebrity alignment, diversify loyalty strategies, leverage digital storytelling, and integrate culturally relevant narratives to maintain consumer trust and loyalty in a competitive ride-hailing industry. This research contributes to academic knowledge on celebrity endorsement, emotional branding, and consumer behaviour in emerging African markets, while offering practical insights for brand managers and advertisers.