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September 10, 2025World Journal of Advanced Research and Reviews

Celebrity endorsement and brand marketing performance in Nigeria using Globacom as a case study

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Authors

TWThomas L. WarrenQAQuadri Ige AdesholaHFHusseini Abalaka Faruna

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Overview

Descriptive survey analyzes celebrity attributes' impact on brand marketing performance, suggesting effective strategies.

Key Points

  • High positive correlations exist between celebrity popularity and consumer trust in brand marketing.
  • Celebrity profession and type of endorsement significantly affect purchase intent and brand loyalty.
  • Descriptive survey design gathered data from 100 GLOBACOM employees, analyzed via chi-square statistics.
  • Research highlights potential risks like consumer skepticism and misalignment in endorsement strategies.

Cite This Study

Warren et al. (2025) studied this question.

synapsesocial.com/papers/68c1abf154b1d3bfb60e3c30https://doi.org/10.30574/wjarr.2025.27.1.2814
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Also Consider

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  1. 1Involvement and attitude of brand managers in celebrity endorsers’ selection for advertising campaigns in Lagos, Nigeria2020
  2. 2Celebrity endorsement and patronage of fast moving consumer goods in Nigeria2021
  3. 3EFFECTIVENESS OF CELEBRITY ENDORSEMENT IN ADVERTISING AND ITS INFLUENCE ON BRAND LOYALTY AMONG NIGERIAN CONSUMERS (A STUDY OF ENUGU URBAN RESIDENTS)2025
  4. 4Influence of Celebrity Expertise on Brand Loyalty in the Nigerian Telecommunications Sector2025
  5. 5The Influence of Celebrity Endorsement on Customer Loyalty: A Case of Econet Wireless Company2024