International records / OpenAlex research

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

Celebrity endorsement is one of the powerful tools in the modern marketing environment that can be used to influence consumer behaviour and brand perception. This paper will examine how celebrity endorsement has influenced the performance of brand marketing in Nigeria and the paper will take GLOBACOM Nigeria Limited as a case study. Using the theoretical frameworks like Meaning Transfer Model and Source Credibility Theory, the study critically examines the impact of celebrity attributes, i.e., popularity, profession and type on consumer attitudes, product demand and organisational results. A d…