Articles tagged: Hilda Dokubo 

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Entrusting your Brand to a Celebrity Endorser written by Yusuf Danesi
I think what the minister must have been trying to do was exploit our recognized talents to draw favourable (not desperate) attention to Nigeria. If Nollywood is anathema to marketing brand Nigeria, is it therefore strategically justifiable to engage Nollywood stars as brand endorsers? Marketers wishing to use celebrity endorsers need to carefully select those whose demographics appeal to their target audience. People differ in attitudes, values, cognitive styles and personality, which are functions of age, gender, socio-economic class, and ethnic origin

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