STUDENTS PERCEPTION OF BRAND AMBASSADORS EFFECT IN NATION BRANDING

ABSTRACT

This study was intended to examine STUDENTS PERCEPTION OF BRAND AMBASSADORS IN NATION BRANDING. This study was guided by the following objectives; Ascertain student’s perception of the effectiveness of Nigerian Ambassadors in promoting the country’s images to a local and international audience, Exploring the different ways Ambassadors use their platform to promote Nigeria’s brand, Determining students perception of the most effective strategies for Ambassadors to use when promoting Nigeria’s brand. The study employed the descriptive and explanatory design; questionnaires in addition to library research were applied in order to collect data. Primary data sources were used and data was analyzed using the chi square statistical tool at 5% level of significance which was presented in frequency tables and percentage. The study findings revealed that there is no significant difference in students’ perception of the effectiveness of Nigerian Ambassadors in promoting the country’s images to a local and international audience.