THE IMPACT OF CELEBRITY AMBASSADORS AS PROMOTIONAL STRATEGIES IN BRAND ADVERTISING: A STUDY OF GLOBACOM, NIGERIA

This study aims to investigate the impact of celebrity ambassadors as promotional strategies in brand advertising. A study of Globacom Nigeria. The objectives of the study were to identify the extent to which celebrity ambassadors influence consumer perception of Globacom, examine how celebrity endorsement affects brand loyalty among Globacom subscribers, assess whether the use of celebrity ambassadors translate into increased competitiveness for Globacom in the telecommunications industry, ascertain the challenges associated with using celebrity ambassadors in Globacom’s brand advertising. The theory adopted was the source credibility theory, while the methodology meant used was the survey research design. Copies of questionnaire were distributed to students of Theatre Arts, UNIBEN. The findings show that celebrities enhance brand visibility, appeal, and consumer trust while fostering emotional connection and long-term loyalty. The findings also showed that their presence is not sufficient to prevent subscriber churn, and the impact on competitiveness, while positive, is not universally assured. Furthermore, celebrity endorsement comes with notable challenges, including high costs, reputational risks, and the potential to overshadow the brand or product. It was concluded that celebrity endorsements significantly influence consumer perception, brand loyalty, and competitive positioning for Globacom. It was therefore recommended that management should organize regular management training programs and professional Globacom should ensure that celebrity endorsements align closely with brand values and marketing objectives to avoid overshadowing the core product or service. It was also recommended that the company must establish protocols to manage reputational risks associated with scandals or negative publicity involving celebrity ambassadors.