CELEBRITY ENDORSEMENT AND PATRONAGE AMONG MAKURDI RESIDENTS

This book offers a comprehensive analysis of the impact of celebrity endorsements on consumer behavior, specifically focusing on the residents of Makurdi, Nigeria, and their response to Davido's endorsement of Infinix mobile phones. It explores how celebrity influence can shape purchasing decisions and brand loyalty, providing a case study of one of Nigeria's most popular music artists, Davido, and his role in promoting the Infinix brand.The study delves into the dynamics of celebrity culture in Nigeria, examining how the public's admiration for celebrities like Davido translates into increased patronage of the products they endorse. It also considers the effectiveness of celebrity endorsements in the Nigerian market, analyzing factors such as brand perception, consumer trust, and the psychological impact of associating with a celebrity-endorsed product.