Influence of Celebrity Endorsement on Brand Perception Among University Students: A Survey in Ibadan, Oyo State

This study explores the influence of celebrity endorsement on brand perception among university students in Ibadan, Oyo State, South West Nigeria. As Nigerian brands increasingly leverage the popularity of musicians, athletes, and social media influencers to build brand equity, questions about the effectiveness of such strategies among educated young consumers have become prominent. The research adopts a descriptive survey design and targets undergraduate students at the University of Ibadan and Polytechnic Ibadan, using a sample of 350 respondents selected through stratified sampling. The questionnaire measures celebrity attributes including credibility, attractiveness, and relevance, as well as brand perception dimensions such as brand awareness, brand image, and purchase likelihood. Analysis uses descriptive statistics and Spearman rank correlation. The study also assesses whether students distinguish between authentic endorsements and purely commercial arrangements, and how this distinction shapes their brand perceptions. Preliminary findings indicate that perceived authenticity of the celebrity-brand fit significantly mediates the endorsement-perception relationship. Students showed heightened scepticism toward endorsements they perceived as inconsistent with a celebrity's known lifestyle or values. This research contributes to advertising and consumer psychology literature by providing evidence from a Nigerian university-based sample. Recommendations address brand managers and advertising agencies seeking to optimise endorsement strategies for the youth market in South West Nigeria. Keywords: celebrity endorsement, brand perception, university students, Ibadan, brand image