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

Yusuff, Taofiq Olasunkanmi and Adeshola, Quadri Ige and Faruna, Husseini Abalaka and Nkwa, Iheanyichukwu Emmanuel and Adewumi, John Oluwademilade (2025) Celebrity endorsement and brand marketing performance in Nigeria using Globacom as a case study. World Journal of Advanced Research and Reviews, 27 (1). pp. 2700-2712. ISSN 2581-9615

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 descriptive survey design was used to collect primary data of 100 employees of GLOBACOM through the use of structured questionnaires and then analysed using chi-square statistics at the 5 percent level of significance. The results indicate the existence of high positive correlations between celebrity popularity, profession, and the type of endorsement and different aspects of brand marketing performance such as consumer trust, purchase intent, and brand loyalty. Nevertheless, there are also possible risks, which are misalignment and consumer scepticism, identified by the research. The researchers end the study with some realistic suggestions to be used in strategic endorsement practices in relation to the Nigerian market environment. Such insights do not only fill the empirical gap in sub-Saharan African markets but also offer practical advice to brands that use celebrity power