EFFECTSOFCELEBRITYENDORSEMENTSONCONSUMER BRANDPREFERENCEAMONGACUUNDERGRADUATES
Abstract
ABSTRACT
This study examines the effects of celebrity endorsements on consumer brand preference among undergraduates of Ajayi Crowther University, Oyo, using Globacom Nigeria as a case study. Anchored on the Source Credibility Theory, the research investigates how attributes such as credibility, attractiveness, trustworthiness, and relevance influence students’ preference for Globacom’s products and services. A total of 400 structured questionnaires were distributed and retrieved using purposive sampling, and the data were analyzed through frequency tables, percentage distribution, and chi-square statistical tests. Findings revealed that celebrity endorsement significantly shapes students’ brand preferences, with relatable and credible celebrities fostering trust, loyalty, and purchase behaviour. However, endorsement alone was found insufficient to sustain long-term loyalty without consistent service quality. The study recommends that Globacom select celebrities aligned with students’ values while improving service delivery to enhance brand loyalty among young consumers.
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