THE EFFECTS OF CELEBRITY ENDORSEMENT ON CUSTOMER'S PATRONAGE OF GLOTELECOMMUNICATION PRODUCTS IN JOS NORTH LOCAL GOVERNMENT

Specifically, the study examined the effects of celebrity fit, celebrity credibility, and celebrity expertise on Customer's patronage. The research adopted a primary, means of data collection through the administration of 127 structured questionnaires on respondents in the Marketing Department University of Jos. The multiple regression tool was adopted to analyse data collected. Based on the findings, the study revealed that Celebrity fit has significant effect on Customer patronage; Celebrity credibility has significant effect on Customer patronage; Celebrity expertise has significant effect on Customer patronage Based on the findings, the study recommends that Despite the management of Glo enormous benefits of Celebrity endorsements, Telecommunication company need to be cautious that there may be capacity limits for celebrities when they endorse multiple brands. This issue is relevant for brand owners, advertising agencies, and modeling agencies. Also, the study recommended that the management of Glo Telecommunication should be concentrated more on ensuring quality service delivery rather than relying on deep pockets to endorse celebrity. Lastly, the study recommended that the management Glo Telecommunication should ensure that celebrities being endorsed should be celebrities with credibility and creativity as this has the potential to attract customer patronage.