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June 19, 2026

Involvement and attitude of brand managers in celebrity endorsers’ selection for advertising campaigns in Lagos, Nigeria

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Authors

HSHassan Husseini Shaibu

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Overview

Qualitative study examines brand managers' attitudes towards celebrity endorsement in advertising campaigns, suggesting improvements in selection processes.

Key Points

  • This research aims to explore brand managers' involvement and attitudes regarding celebrity selections for advertising.
  • Conducted qualitative research using in-depth interviews and focus group discussions.
  • Examined the decision-making processes of brand managers in selecting celebrity endorsers.
  • Brand managers prefer celebrity endorsements for increased media exposure.
  • Celebrity selection is often based on intuition rather than systematic methods.
  • Recommendations include establishing systematic procedures for effective endorsement selection.

Cite This Study

Hassan Husseini Shaibu (2020) studied this question.

synapsesocial.com/papers/6a34df2365a5b0777af2e458https://doi.org/10.67107/jcmr.2020.130
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