IMPACT OF CELEBRITY ATTRACTIVENESS ON QUALITY POSITIONING STRATEGY

The role of a product or brand in consumers' mind is a very important factor in communicating the benefits the brand provides and differentiate it from those of its competitors. Studies on celebrity attractiveness have considered the impact of attractiveness on consumer buying behaviour but give little or no attention to its relationship with quality positioning and brand equity. The study adopted descriptive research design using the survey method. The study population consists of the selected students in the three tertiary institutions chosen in Lagos State. A total of 435 respondents were selected for the study using convenience-sampling technique. A standard questionnaire was used to collect primary data. Data collected was analyzed using both descriptive and inferential statistics. Hypotheses proffered was tested through multiple regression, mediation process (version 3). Results from a parallel mediation analysis indicated that celebrity attractiveness is indirectly related to brand loyalty through its relationship with quality positioning strategy. The data findings analyzed also showed that holding every other factor constant, a unit increase in celebrity attractiveness and quality positioning strategy would lead to 13.2% and 35.6% increase in brand loyalty. It can be inferred from the findings that the quality of the brand to be marketed produces a feeling of attractiveness and generates a positive attitude towards brand loyalty