What is it about?
In this study, we examined the impact of multiple celebrity endorsements on perceived brand credibility and patronage intention, focusing on the mediating role of brand attractiveness in the context of Nigeria's telecommunications sector.
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Why is it important?
This study explored the influence of multiple music celebrity endorsements on perceived brand credibility, brand attractiveness, and patronage intention among young consumers in the Nigerian telecommunications sector. Guided by the meaning transfer model (MTM), multiple celebrity endorsement was conceptualized as a multidimensional construct composed of celebrity credibility, popularity, and reputation. The study focused on how these dimensions shape brand perception and consumer behaviour in the context of telecommunications marketing campaigns targeting young people.
Perspectives
Our CPR model (celebrity credibility, popularity, and reputation) considers credibility, popularity, and reputation as the three interrelated pillars of endorsement effectiveness. These dimensions jointly determine how meaning is transferred from celebrities to brands and how consumers form perceptions about brand credibility and attractiveness.
Professor Nnamdi O Madichie
Nnamdi Azikiwe University
Read the Original
This page is a summary of: Influence of multiple celebrity endorsement on perceived brand credibility and patronage intention: the mediating role of brand attractiveness, Italian Journal of Marketing, December 2025, Springer Science + Business Media,
DOI: 10.1007/s43039-025-00125-x.
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