A theoretical reflection of celebrity endorsement in Nigeria

Article English OPEN
Milford I Udo; Nwulu, Chinyere Stella;
(2015)
  • Publisher: Academy of Business & Retail Management
  • Journal: International Journal of Business & Economic Development (issn: 2051-848X, eissn: 2051-8498)
  • Subject: Celebrity endorsement | brand recognition | over-endorsement | multiple endorsement | over-shadowing | Business | HF5001-6182 | Business communication. Including business report writing, business correspondence | HF5717-5734.7

The use of celebrities such as movie stars, sports heroes, entertainers, music experts and all the likes as endorsers by marketers in promoting brand awareness, recognition, and preferences, has become the order of the day in advertising practices both in developed and ... View more
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