Consumer perception

The main objective of this study was to investigate the influence of consumer perception on brand preference in Nigeria’s clothing industry. The specific objectives were to determine the relationship among product quality, branding strategies, emotional connection, social influence and cultural on brand preference in Nigeria’s clothing industry. The study adopted the survey research design; data was collected through the aid of a questionnaire. The finding shows that product quality, emotional connection and cultural relevance have significantly positive effects on branding preference in Nigeria’s clothing industry, However, branding strategies and social influence were found to have no significant effect on brand preference in Nigeria’s clothing industry. The questionnaire was structured according to the research questions and distributed to a sample population of four hundred (400) respondents. Descriptive statistics technique was used to analyze the quantitative data, coding was done in the Statistical Packages for Social Science (SPSS20) and the output was interpreted in mean scores and standard deviation. Correlation and multiple regression analysis were used to estimate the relationship among variables. The study recommends that clothing manufacturers should prioritize high quality materials, they should re-evaluate their promotional strategies to make them more engaging and credible, Brand managers should develop campaigns that foster emotional attachment, clothing brands should focus more on genuine customer advocacy and integrate Nigeria cultural motifs into their designs.

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.