Impact of Celebrity Endorsement and its Effect on the Loyalty of Undergraguates Students to Airtel Network

Abstract

This study examined the impact of celebrity endorsement on brand loyalty among Airtel subscribers in Ibrahim babangida university lapai. The study used survey as its methodology and adopted a multi-stage sampling as its techniques.. The target population comprised 12,910 students of Ibrahim Badamasi Babangida University Lapai using asample size of 341. The sample size was determined using Yamane model after purposively selecting three [3] cluster (faculties) at random from a group of six clusters. Data were collected using a self-administered structured questionnaire. The instrument had a Cronbach alpha of 0.78adopted from the work of Mekonen (2017). The data collected were analyzed using descriptive statistics and inferential statistics. The findings revealed that celebrity endvcorsement had significant influence on brand loyalty of Airtel customers in IBBUL Niger State, Nigeria. Based on this, it is recommended that Airtel telecommunication should adopt a general view rather than individual approach to celebrity endorsement programme.