NAME: SHEDRACH OGBOJI SAMUEL

MATRIC: 22010811776

DEPARTMENT: MASS COMMUNICATION

LEVEL: ND2

SUPERVISOR: MR. TAJUDEEN

PROJECT PROPOSAL

 The influence of celebrity on brands image and sales (A study of

gblobacom telecommunication limited )

1. INTRODUCTION

1.1 Background

1.1.1 The Telecommunication Industry in Nigeria

Nigeria's telecommunication industry is one of the most dynamic sectors in the country’s
economy. Since the liberalization of the telecom sector in the early 2000s, the industry has
experienced exponential growth, transforming communication and connectivity in Nigeria.
Major players in this market include MTN Nigeria, Airtel Nigeria, Globacom, and 9mobile,
with Globacom being one of the key competitors. The competitive landscape is characterized
by aggressive marketing strategies, constant innovation, and the pursuit of customer loyalty.

1.1.2 Overview of Globacom Telecommunication Limited

Globacom, popularly known as Glo, was founded in 2003 by Nigerian entrepreneur Mike
Adenuga. As an indigenous telecommunications company, Globacom has played a
significant role in revolutionizing Nigeria's telecom industry. The company is renowned for
its extensive network coverage, innovative services, and affordable pricing. Globacom’s
mission is to provide comprehensive telecommunications services that are accessible to every
Nigerian.

Globacom offers a wide range of services, including voice and data services, broadband
internet, and value-added services like mobile banking and entertainment. With its strong
emphasis on technological advancement and customer satisfaction, Globacom has established
itself as a formidable brand in Nigeria’s telecommunications market.

1.1.3 Celebrity Endorsements in Marketing

Celebrity endorsements have become a ubiquitous element in modern marketing strategies.
This technique involves celebrities using their public recognition and appeal to promote a
product, service, or brand. The rationale behind celebrity endorsements is rooted in several
psychological theories:

-Source Credibility Model: Suggests that the effectiveness of a message depends on the
perceived credibility of the source, which includes the celebrity's expertise, trustworthiness,
and attractiveness.

- Meaning Transfer Model: Proposes that the cultural meanings associated with a celebrity
transfer to the endorsed product, thereby influencing consumer perceptions and attitudes.

1.1.4 Celebrity Endorsements by Globacom

Globacom has a rich history of leveraging celebrity endorsements to boost its brand image
and market reach. The company has collaborated with various high-profile Nigerian and
international celebrities across different entertainment sectors, including music, sports, and
film. Notable figures who have endorsed Globacom include:

-Musicians: Artists like Burna Boy, Davido, and Wizkid have been brand ambassadors,
leveraging their massive fan bases to promote Globacom’s products and services.

-Actors and Actresses: Nollywood stars such as Funke Akindele, Patience Ozokwor, and
Odunlade Adekola have featured in Globacom's advertising campaigns.

-Sports Personalities: Globacom has also associated with sports icons like Anthony Joshua
and Nwankwo Kanu, capitalizing on their success and popularity.

1.1.5 Theoretical Perspectives on the Influence of Celebrity Endorsements

Several theories provide a foundation for understanding how celebrity endorsements can
impact brand image and sales:

-Source Attractiveness Theory: This theory posits that the attractiveness of the celebrity
can enhance the attractiveness of the brand.

-Social Influence Theory: Suggests that people are influenced by others who they perceive
to be similar to themselves or who they aspire to be like, making celebrity endorsements
particularly powerful.

1.1.6 The Nigerian Consumer Market

The Nigerian market is characterized by a diverse and youthful population with a high
affinity for popular culture and entertainment. The influence of celebrities in Nigeria extends
beyond entertainment into shaping social trends and consumer behavior. This makes the
Nigerian market particularly receptive to celebrity endorsements, which can significantly
influence purchasing decisions and brand loyalty.

1.1.7 Challenges and Opportunities

While celebrity endorsements present significant opportunities, they also come with
challenges. The effectiveness of such endorsements can be influenced by several factors,
including:

- Celebrity-Brand Fit: The alignment between the celebrity's image and the brand's values is
crucial. A mismatch can lead to negative perceptions and reduced effectiveness of the
endorsement.

- Scandals and Controversies: Celebrities are public figures and are susceptible to scandals,
which can adversely affect the brands they endorse.

- Cost: Hiring high-profile celebrities can be expensive, and the return on investment must
justify these costs.

1.1.8 Rationale for the Study

Given the substantial investment Globacom makes in celebrity endorsements and the
competitive nature of the telecommunication industry, it is imperative to empirically assess
the impact of these endorsements on brand image and sales. Understanding this impact can
provide valuable insights into optimizing marketing strategies, enhancing brand equity, and
improving overall business performance.

This study seeks to bridge the gap in existing research by providing a focused analysis of the
Nigerian telecommunications sector, with a particular emphasis on Globacom. By examining
consumer perceptions, sales data, and brand image metrics, this research aims to offer a
comprehensive evaluation of the effectiveness of celebrity endorsements in this context.

2. Literature Review
2.1 Celebrity Endorsements and Brand Image

2.1.1 Theoretical Frameworks

Several theoretical frameworks underpin the study of celebrity endorsements and their
impact on brand image. Two prominent models are the Source Credibility Model and the
Meaning Transfer Model.
- Source Credibility Model: This model suggests that the persuasiveness of a message
depends on the perceived credibility of the source, which includes expertise, trustworthiness,
and attractiveness (Hovland & Weiss, 1951). Celebrities often possess these qualities,
making them effective endorsers.

-Meaning Transfer Model: Developed by McCracken (1989), this model posits that
celebrities carry cultural meanings and values that transfer to the endorsed product. The
endorsement process involves three stages: the celebrity's meaning, the transfer of meaning
to the product, and the transfer of meaning from the product to the consumer.

2.1.2 Empirical Evidence

Empirical studies have consistently shown that celebrity endorsements can significantly
enhance brand image. For example, Erdogan (1999) found that celebrities can create positive
associations and increase brand recall. Similarly, Till and Shimp (1998) demonstrated that
celebrity endorsements could lead to favorable attitudes towards the brand, particularly when
there is a strong fit between the celebrity and the brand.

2.1.3 Factors Influencing Effectiveness

- Celebrity-Brand Fit: The alignment between the celebrity’s image and the brand’s identity
is crucial for the effectiveness of the endorsement (Kamins, 1990). A good fit enhances
credibility and persuasiveness, while a poor fit can lead to consumer skepticism and reduced
effectiveness.

-Celebrity Attributes: Characteristics such as attractiveness, expertise, and trustworthiness

play a significant role in determining the impact of the endorsement (Ohanian, 1990).
Attractive and credible celebrities are more likely to positively influence brand image.

2.1.4 Case Studies

Several case studies highlight the impact of celebrity endorsements on brand image in
various industries. For instance, in the fashion industry, Gurel-Atay and Kahle (2010) found
that endorsements by high-profile celebrities led to improved brand perceptions and
increased consumer loyalty. Similarly, in the sports sector, celebrity endorsements by athletes
have been shown to significantly enhance the perceived quality and attractiveness of sports-
related products (Biswas, Biswas, & Das, 2006).

2.2 Celebrity Endorsements and Sales

2.2.1 Impact on Sales Performance

Numerous studies have examined the direct impact of celebrity endorsements on sales.
Agrawal and Kamakura (1995) found that celebrity endorsements could lead to significant
increases in sales, particularly in the short term. This effect is attributed to the heightened
visibility and credibility that celebrities bring to the endorsed product.

2.2.2 Mechanisms Driving Sales

- Increased Brand Awareness: Celebrity endorsements can boost brand awareness, leading
to higher sales. Celebrities attract attention and generate interest, making it more likely for
consumers to notice and remember the brand (Spry, Pappu, & Cornwell, 2011).

- Enhanced Perceived Quality: When a credible and expert celebrity endorses a product,
consumers are likely to perceive the product as higher quality, which can drive sales (Dean &
Biswas, 2001).

-Emotional Connection: Celebrities often have strong emotional connections with their
fans. When these fans see their favorite celebrities endorsing a product, they may feel a
personal connection to the brand, increasing their likelihood of purchasing the product (Choi
& Rifon, 2012).

2.2.3 Moderating Factors

-Product Type: The impact of celebrity endorsements on sales can vary depending on the
type of product. For example, luxury goods and high-involvement products tend to benefit
more from celebrity endorsements than low-involvement products (Seno & Lukas, 2007).

-Market Conditions: Economic and market conditions can also influence the effectiveness
of celebrity endorsements. In highly competitive markets, celebrity endorsements can
provide a significant edge by differentiating the brand from competitors (Silvera & Austad,
2004).

2.3 Consumer Perceptions

2.3.1 Consumer Attitudes

Consumer attitudes towards celebrity endorsements are shaped by several factors, including
the perceived credibility of the celebrity, the relevance of the endorsement, and the
consumer's affinity for the celebrity (Amos, Holmes, & Strutton, 2008). Positive attitudes
towards the celebrity can lead to positive attitudes towards the brand, a phenomenon known
as the “halo effect.”

2.3.2 Identification and Aspiration

Consumers often identify with celebrities they admire and aspire to emulate their lifestyles.
This identification can lead to stronger brand connections when the celebrity endorses a
product, as consumers feel that purchasing the product brings them closer to their ideal self
(Escalas & Bettman, 2003).
2.3.3 Skepticism and Cynicism

Despite the potential benefits, consumers can also be skeptical of celebrity endorsements.
This skepticism arises when there is a perceived lack of authenticity or when the
endorsement is seen as purely commercial (Tripp, Jensen, & Carlson, 1994). Managing this
skepticism is crucial for the effectiveness of celebrity endorsements.

2.4 Gaps in the Literature

2.4.1 Industry-Specific Research

While there is extensive research on celebrity endorsements, there is a relative paucity of

studies focusing specifically on the telecommunication sector. The unique dynamics of this
industry, such as the rapid pace of technological change and the critical importance of
network quality and customer service, necessitate a focused analysis.

2.4.2 Geographic Focus

Most studies on celebrity endorsements are concentrated in Western contexts, particularly in

the United States and Europe. There is a need for more research in emerging markets, such as
Nigeria, where cultural, economic, and social factors can significantly influence the
effectiveness of celebrity endorsements.

2.4.3 Longitudinal Analysis

Much of the existing research provides a snapshot of the impact of celebrity endorsements,
often focusing on short-term outcomes. Longitudinal studies that track the impact over time
are needed to understand the sustained effects of celebrity endorsements on brand image and
sales.

2.5 Conclusion

The literature review reveals that celebrity endorsements can significantly impact brand
image and sales through mechanisms such as increased brand awareness, enhanced perceived
quality, and emotional connections. However, the effectiveness of these endorsements is
influenced by factors such as the celebrity-brand fit, product type, and market conditions.
There is a clear gap in research focusing on the telecommunication sector in Nigeria,
highlighting the need for this study. By examining the specific context of Globacom, this
research will contribute to a deeper understanding of how celebrity endorsements can be
leveraged to enhance brand image and drive sales in this dynamic industry.
3. Methodology
3.1 Research Design

This study adopts a mixed-methods approach to explore the influence of celebrity

endorsements on Globacom’s brand image and sales performance. By integrating both
quantitative and qualitative methodologies, this approach allows for a comprehensive
examination of the phenomenon from multiple perspectives, thereby enhancing the richness
and reliability of the findings.

3.2 Data Collection

3.2.1 Primary Data Collection

Surveys

To capture diverse consumer perspectives, structured questionnaires will be developed.

These surveys will delve into consumer awareness and perceptions of celebrity endorsements
by Globacom, as well as their impact on brand image and purchasing behavior. Questions
will encompass demographic information, brand perception scales, and Likert-type scales to
gauge consumer attitudes towards celebrity endorsements.

The sampling strategy will employ stratified random sampling to ensure representation
across various demographic segments, including age, gender, income levels, and geographic
locations. This approach aims to provide a nuanced understanding of how different consumer
groups perceive and respond to celebrity endorsements.

Interviews

Semi-structured interviews will be conducted with approximately 10 key informants from

Globacom’s marketing and brand management teams. These interviews will explore internal
perspectives on the selection of celebrities, strategic considerations behind endorsement
campaigns, perceived effectiveness in enhancing brand image, and insights into challenges
and successes experienced.

Purposive sampling will guide the selection of interview participants, focusing on individuals
with deep insights and decision-making authority within Globacom’s marketing division.
This qualitative approach aims to uncover detailed narratives and strategic insights that may
not be fully captured through quantitative methods alone.

3.2.2 Secondary Data Collection

Sales Data
Analysis of historical sales data before and after major celebrity endorsement campaigns will
provide quantitative insights into the impact on sales performance. This secondary data will
be sourced directly from Globacom’s internal sales records, allowing for a comparative
analysis to assess the effectiveness of celebrity endorsements in driving consumer purchase
decisions.

Marketing Reports

Comprehensive review and analysis of Globacom’s marketing reports, including campaign

strategies, promotional materials, and advertisement placements, will complement the
primary data. Content analysis techniques will be employed to identify recurring themes and
strategic objectives related to celebrity endorsements, providing contextual insights into how
these endorsements align with broader marketing goals.

3.3 Data Analysis

3.3.1 Quantitative Analysis

Quantitative data from surveys and sales records will undergo rigorous analysis to uncover
patterns and relationships. Descriptive statistics such as frequencies, percentages, and means
will summarize survey responses and demographic distributions. Inferential statistical
techniques, including regression analysis, will be applied to explore the predictive
relationships between consumer perceptions of celebrity endorsements, brand image metrics,
and sales performance.

Factor analysis will be employed to identify underlying constructs influencing consumer

perceptions and attitudes towards celebrity endorsements. This analytical approach aims to
reveal distinct factors such as celebrity credibility, attractiveness, and relevance, which may
impact consumer behavior and brand preferences.

3.3.2 Qualitative Analysis

Qualitative data from interviews and marketing reports will be analyzed thematically.
Transcripts from interviews will undergo systematic coding to identify recurring themes and
critical insights related to the strategic deployment of celebrity endorsements at Globacom.
Content analysis of marketing reports will complement these findings by uncovering nuanced
perspectives on campaign effectiveness, celebrity-brand fit, and audience engagement
strategies.

3.4 Validity and Reliability

Ensuring the validity and reliability of findings is paramount to this study. Content validity
will be ensured through a comprehensive literature review and expert consultations during
survey and interview guide development. Construct validity will be confirmed through factor
analysis, ensuring that survey items accurately measure intended constructs such as brand
perception and consumer attitudes towards celebrity endorsements.

To enhance reliability, test-retest reliability will be assessed through pilot testing of survey
instruments with a small subset of respondents. Inter-rater reliability will be maintained
through consensus coding and periodic checks among research team members conducting
qualitative analyses.

3.5 Ethical Considerations

Ethical considerations will guide all stages of the research process. Informed consent will be
obtained from all survey participants and interviewees, emphasizing voluntary participation
and confidentiality of responses. Measures will be implemented to ensure data security and
anonymity, safeguarding participant information throughout data collection, analysis, and
reporting stages.

3.6 Limitations

Potential limitations include response biases in survey data due to social desirability or recall
errors. Interview biases may also occur, influenced by participants’ perspectives and
experiences within Globacom. Generalizability of findings may be restricted to the
telecommunications industry in Nigeria, necessitating cautious interpretation when applying
insights to other contexts or industries.

3.7 Timeline

The research timeline spans approximately 8 weeks, encompassing literature review, survey
development, data collection (surveys and interviews), data analysis (quantitative and
qualitative), report writing, and finalization stages. This timeline allows for thorough
exploration and synthesis of findings, ensuring robust conclusions and actionable insights for
Globacom.

This methodology section outlines a comprehensive approach to investigate the impact of

celebrity endorsements on Globacom’s brand image and sales performance. By integrating
quantitative and qualitative methods, the study aims to provide nuanced insights into
consumer perceptions, strategic considerations, and operational implications for leveraging
celebrity endorsements in marketing strategies.

4. Expected Outcomes
4.1 Impact on Brand Image

4.1.1 Consumer Perceptions

The study anticipates uncovering detailed insights into how consumers perceive Globacom’s
brand image in relation to celebrity endorsements. By analyzing survey responses and
qualitative interview data, the research aims to identify key factors that shape consumer
attitudes and perceptions. This includes assessing the impact of celebrity credibility,
attractiveness, and relevance on brand image metrics such as brand awareness, brand
associations, and brand loyalty.

4.1.2 Celebrity-Brand Fit

A critical outcome of the study will be to evaluate the alignment between Globacom’s brand
values and the attributes of celebrities endorsing the brand. By examining consumer
responses and marketing strategies, the research seeks to determine how effectively celebrity
endorsements enhance brand congruence and authenticity. Insights into successful and
unsuccessful celebrity-brand fits will inform strategic recommendations for optimizing future
endorsement strategies.

4.1.3 Comparative Analysis

Through comparative analysis of different celebrity endorsement campaigns, the study aims
to highlight variations in consumer perceptions and brand image outcomes. By contrasting
campaigns featuring diverse celebrities from music, sports, and entertainment sectors, the
research will provide nuanced insights into the differential impact of celebrity endorsements
across demographic segments and consumer preferences.

4.2 Impact on Sales

4.2.1 Quantitative Analysis

Quantitative analysis of sales data before and after celebrity endorsement campaigns will
facilitate a robust assessment of their impact on sales performance. By applying regression
models and trend analysis techniques, the study aims to quantify the incremental effects of
celebrity endorsements on sales volumes and revenue generation. This includes identifying
peak periods of sales enhancement coinciding with specific endorsement activations.

4.2.2 Market Segmentation

The research intends to uncover insights into how celebrity endorsements influence
consumer purchasing behavior across different market segments. By stratifying survey
responses and sales data by demographic variables such as age, gender, income level, and
geographic location, the study seeks to identify segments where celebrity endorsements are
most effective. This segmentation analysis will inform targeted marketing strategies to
maximize ROI from future endorsement investments.
4.3 Strategic Recommendations

4.3.1 Optimization Strategies

Based on empirical findings, the study aims to provide actionable recommendations for
Globacom to optimize their use of celebrity endorsements. Strategic insights will include
guidelines for selecting celebrities who align closely with Globacom’s brand values and
resonate effectively with target consumer segments. Recommendations will also encompass
strategies for enhancing campaign effectiveness through integrated marketing
communications and digital engagement platforms.

4.3.2 Long-term Impact

By conducting longitudinal analysis of brand performance indicators post-endorsement

campaigns, the research seeks to forecast the long-term impact of celebrity endorsements on
Globacom’s market position and competitive advantage. Insights into sustained brand equity
and consumer loyalty will inform long-term strategic planning and investment decisions
within the telecommunications sector.

4.4 Consumer Behavior Insights

4.4.1 Psychological Implications

The study aims to elucidate the psychological mechanisms underlying consumer responses to
celebrity endorsements. By exploring theories of social influence, identification, and
aspirational behavior, the research seeks to uncover why and how celebrities influence
consumer attitudes and purchasing decisions. Insights into consumer motivations and
perceptions will contribute to a deeper understanding of brand-consumer relationships in the
context of celebrity-driven marketing strategies.

4.4.2 Cultural and Social Impact

Given the cultural diversity and social dynamics within Nigeria, the research will explore
how celebrity endorsements reflect and shape cultural norms and social aspirations. By
examining qualitative data on consumer narratives and media discourse, the study aims to
reveal broader societal implications of celebrity-driven brand image management. This
includes assessing the role of celebrities as cultural influencers and their impact on shaping
consumer trends and preferences.

5. Implications and Applications

5.1 Managerial Implications

The findings of this research will have direct implications for marketing managers and
decision-makers at Globacom. Strategic insights into effective celebrity endorsement
strategies will enable managers to make informed decisions regarding celebrity selection,
campaign execution, and resource allocation. Recommendations for enhancing brand image
and driving sales growth will support managerial efforts to maintain competitive advantage
in the dynamic telecommunications market.

5.2 Academic Contributions

Beyond managerial applications, the study will contribute to academic knowledge in the
fields of marketing, consumer behavior, and brand management. By advancing theoretical
frameworks on celebrity endorsements and brand image, the research aims to enrich
scholarly discourse and stimulate further research into the complexities of celebrity-driven
marketing strategies. Insights into consumer psychology and cultural influences will
contribute to theoretical advancements in understanding brand-consumer relationships in
diverse cultural contexts.

5.3 Policy Implications

The research may also have implications for regulatory policies governing celebrity
endorsements and advertising practices within the telecommunications industry. By
highlighting the economic and social impact of celebrity endorsements, the study may inform
policy discussions on consumer protection, transparency in advertising, and guidelines for
responsible endorsement practices. Policy recommendations derived from empirical findings
will contribute to fostering ethical standards and accountability in celebrity-driven marketing
communications.

6. Conclusion
In conclusion, this research aims to provide a comprehensive analysis of the influence of
celebrity endorsements on Globacom’s brand image and sales performance. By integrating
quantitative analysis of sales data with qualitative insights from consumer perceptions and
marketing strategies, the study seeks to uncover actionable recommendations for optimizing
celebrity endorsement strategies in the telecommunications sector. The anticipated outcomes
will contribute to enhancing brand equity, driving sales growth, and advancing theoretical
understanding of celebrity-driven marketing dynamics in Nigeria's competitive marketplace.

7. References
Agrawal, J., & Kamakura, W. A. (1995). The economic worth of celebrity endorsers: An
event study analysis. Journal of Marketing, 59 (3), 56-62.
Biswas, D., Biswas, A., & Das, N. (2006). The differential effects of celebrity and expert
endorsements on consumer risk perceptions: The role of consumer knowledge, perceived
congruency, and product technology orientation. Journal of Advertising, 35 (2), 17-31.

Choi, S. M., & Rifon, N. J. (2012). Who is the celebrity in advertising? Understanding
dimensions of celebrity images. Journal of Popular Culture, 45 (3), 405-421.

Dean, D. H., & Biswas, A. (2001). The effects of advertising spending on brand loyalty in
services. Journal of Advertising Research, 41 (4), 7-18.

Erdogan, B. Z. (1999). Celebrity endorsement: A literature review. Journal of Marketing

Management, 15 (4), 291-314.

Escalas, J. E., & Bettman, J. R. (2003). You are what they eat: The influence of reference
groups on consumers' connections to brands. Journal of Consumer Psychology, 13 (3), 339-
348.

Gurel-Atay, E., & Kahle, L. R. (2010). Corporate associations of celebrities in the advertising
domain. Journal of Business Research, 63 (1), 3-11.

Kamins, M. A. (1990). An investigation into the "match-up" hypothesis in celebrity

advertising: When beauty may be only skin deep. Journal of Advertising, 19 (1), 4-13.

Ohanian, R. (1990). Construction and validation of a scale to measure celebrity endorsers'

perceived expertise, trustworthiness, and attractiveness. Journal of Advertising, 19 (3), 39-
52.

Silvera, D. H., & Austad, B. (2004). Factors predicting the effectiveness of celebrity
endorsement advertisements. European Journal of Marketing, 38 (11/12), 1509-1526.

These references cover a range of studies and theoretical frameworks relevant to

understanding the influence of celebrity endorsements on brand image and consumer
behavior, providing a solid foundation for the proposed research on Globacom
Telecommunication Limited.