Assessing the Effects of Influencer Endorsement on Brand Equity

Abstract

This study examines the effects of influencer endorsements on brand equity in Ghana. The research focuses on brand awareness, loyalty, and perceived quality. Source Credibility Theory and Social Learning Theory underpin the study. A qualitative approach was used. Data was gathered through interviews with ten public relations and marketing professionals in Accra. The findings highlight the importance of authenticity, trust, and audience engagement. Influencers who align with brand values strengthen consumer trust. They also foster emotional connections that enhance loyalty and recall. Effective campaigns prioritize relatable influencers with consistent messaging. Measuring impact requires both quantitative metrics and qualitative insights. Recommendations include selecting influencers who resonate with target audiences. Brands should ensure campaigns align with consumer values and preferences. Future research should explore emerging platforms and expand participant demographics.