An Appraisal of Celebrity Endorsements in Enhancing Brand Recognition: A Case Study of MTN Nigeria in Gombe State
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Background of the Study
Celebrity endorsements leverage the influence and popularity of public figures to promote brands, enhance visibility, and increase consumer trust. For telecommunications companies like MTN Nigeria, celebrity endorsements are a key strategy for driving brand recognition in competitive markets such as Gombe State (Okeke & Bello, 2024).
The effectiveness of celebrity endorsements depends on factors such as the credibility of the endorser, alignment with the brand, and the relatability of the campaign. This study examines how MTN Nigeria uses celebrity endorsements to enhance brand recognition in Gombe State (Adamu & Yusuf, 2023).
Statement of the Problem
While celebrity endorsements are impactful, challenges such as high costs, potential scandals, and mismatches between endorsers and brand values can diminish their effectiveness. For MTN Nigeria in Gombe State, these challenges may limit the overall impact of endorsement campaigns on brand recognition (Ahmed & Adeyemi, 2025).
This study appraises the effectiveness of MTN Nigeria's celebrity endorsement strategies in enhancing brand recognition and suggests improvements.
Objectives of the Study
- To analyze the strategies employed by MTN Nigeria for celebrity endorsements in Gombe State.
- To evaluate the impact of celebrity endorsements on brand recognition.
- To recommend strategies for optimizing celebrity endorsement campaigns.
Research Questions
- What strategies does MTN Nigeria use for celebrity endorsements in Gombe State?
- How do celebrity endorsements affect brand recognition?
- What improvements can enhance the effectiveness of celebrity endorsement campaigns?
Research Hypotheses
- Celebrity endorsements do not significantly enhance brand recognition.
- Consumer trust is not significantly influenced by celebrity endorsements.
- Proposed strategies do not significantly improve the effectiveness of celebrity endorsement campaigns.
Scope and Limitations of the Study
This study focuses on MTN Nigeria's celebrity endorsement campaigns in Gombe State, excluding other promotional strategies and geographic regions. Limited access to proprietary campaign data may restrict the findings.
Definitions of Terms
- Celebrity Endorsements: A marketing strategy where public figures promote products or services.
- Brand Recognition: The extent to which consumers can identify a brand based on its attributes or advertising.
- MTN Nigeria: A leading telecommunications company in Nigeria.
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