The impact of product endorsements on consumer trust: An evaluation of a sports brand in Kano, Nigeria
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Background of the study
Product endorsements play a crucial role in shaping consumer trust and brand credibility, particularly in industries where performance and quality are paramount. In Kano, a leading sports brand has leveraged endorsements from popular athletes to enhance its image and build trust among consumers. These endorsements serve as a testament to the product’s quality, creating a sense of reliability and aspirational value (Adesina, 2023). By associating the brand with trusted sports figures, the company aims to tap into the emotional connection that fans have with these celebrities, thereby reinforcing consumer trust and driving purchase intent. Previous research indicates that endorsements can significantly boost consumer confidence, provided the endorser’s image aligns with the brand’s values (Ogun, 2024). However, the effectiveness of these endorsements in establishing long-term trust remains underexplored. This study evaluates how product endorsements influence consumer trust for a sports brand, focusing on endorsement credibility, consumer perceptions, and overall brand reputation (Adeleke, 2025).
Statement of the problem
Although product endorsements are widely used by sports brands, their direct impact on consumer trust in Kano is not well documented. Consumers may be influenced by endorsements, yet if the chosen endorsers are not perceived as credible or authentic, the trust factor may not be significantly enhanced (Adesina, 2023). Additionally, external factors such as market competition and shifting consumer interests may diminish the effectiveness of endorsements in building long-term trust (Ogun, 2024). This study seeks to address these issues by investigating the relationship between product endorsements and consumer trust, providing insights into which endorsement strategies are most effective for sports brands (Adeleke, 2025).
Objectives of the study:
To assess the impact of product endorsements on consumer trust.
To identify key factors that influence endorsement credibility.
To recommend strategies for enhancing consumer trust through effective endorsements.
Research questions:
How do product endorsements affect consumer trust in a sports brand?
Which endorsement factors are most influential in building trust?
How can sports brands optimize their endorsement strategies to enhance consumer trust?
Significance of the study
This study is significant as it provides valuable insights into the role of product endorsements in shaping consumer trust. The findings will assist sports brands in Kano to select credible endorsers and design endorsement strategies that resonate with consumers, thereby strengthening brand reputation and loyalty. The research contributes to academic literature on celebrity endorsements and offers practical recommendations for improving marketing strategies (Ogun, 2024).
Scope and limitations of the study:
The study is limited to evaluating product endorsements and their impact on consumer trust for a specific sports brand in Kano, Nigeria. Results may not be generalizable to other industries or regions.
Definitions of terms:
Product Endorsements: Promotional techniques involving celebrities or influential figures to support a product.
Consumer Trust: The confidence consumers have in the reliability and integrity of a brand.
Sports Brand: A company that manufactures and markets sports-related apparel, equipment, or accessories.
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