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June 18, 2026

Celebrity endorsement and patronage of fast moving consumer goods in Nigeria

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Authors

AAAbiodun AdeniyiIIISMAILA ISAH

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Overview

The article evaluates how celebrity endorsement influences consumer patronage of FMCG brands in Nigeria, highlighting key factors involved.

Key Points

  • This research investigates whether celebrity endorsement can improve patronage of fast moving consumer goods (FMCGs).
  • Examined the role of celebrity influence on consumer behavior through media and social platforms.
  • Analyzed how advertising and events complement celebrity endorsements in FMCG sales.
  • Evaluated the importance of careful celebrity selection and contract agreements for brand promotion.
  • Celebrity endorsement significantly enhances consumer patronage of FMCG brands.
  • Influences are amplified by media coverage and social media engagement.
  • Brands benefit from the promotional potential of celebrity star power, given proper selection and agreements.

Cite This Study

Adeniyi et al. (2021) studied this question.

synapsesocial.com/papers/6a338de8630953a74978ea5ehttps://doi.org/10.67107/jcmr.2021.443
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