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September 16, 2025EDUMALSYS Journal of Research in Education Management

Endorsement in Advertising Indigenous Products and Patronage of Innoson Motors and Dangote Cement Brands in FCT, Abuja

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Authors

EMEfu MgbedeJKJosiah Sabo KenteAUAnthony Ugande

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Overview

Survey analysis finds celebrity endorsement enhances consumer patronage of Innoson Motors and Dangote Cement brands.

Key Points

  • Celebrity endorsement effectively promotes indigenous products, leading to increased patronage.
  • 59% of respondents view celebrity endorsements as enhancing brand popularity and consumer trust.
  • Public trust in celebrities significantly influences consumer choices regarding indigenous products.
  • Maintaining credibility is crucial for celebrities to positively impact brand perception.

Cite This Study

Mgbede et al. (2025) studied this question.

synapsesocial.com/papers/68d4538731b076d99fa588f1https://doi.org/10.58578/edumalsys.v3i3.7403
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Also Consider

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  1. 1EFFECTIVENESS OF CELEBRITY ENDORSEMENT IN ADVERTISING AND ITS INFLUENCE ON BRAND LOYALTY AMONG NIGERIAN CONSUMERS (A STUDY OF ENUGU URBAN RESIDENTS)2025
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  5. 5A Discourse on Celebrity Influence on Consumers Patronage of Telecommunication Service Providers in Nigeria2024