CELEBRITY ENDORSEMENT AND CUSTOMER TRUST IN NIGERIAN BANKS

The study examined the influence of celebrity endorsement and customers trust in Nigeria banks. Specific objectives were to: examine the influence of celebrity attractiveness on customers’ transparency in Nigerian Banks and ascertain the influence of celebrity likeability on customers’ feedback in Nigerian Banks. A survey research design was used. The population of the study was infinite. Sample size was three hundred and fifteen (384) using Topman’s Statistical Formula. The sampling technique used was convenience sampling technique while structured questionnaire was used as instrument for data collection. It was found that Celebrity attractiveness had a significant positive influence on consumer transparency among Nigerian Banks and celebrity likeability had a significant positive influence on consumer feedback among Nigerian Banks. Based on the summary of findings, the study concluded that celebrity endorsements had significant positive influence on customers trust among Nigerian banks. The study recommends that analyze the physical attractiveness manager should focus on the quality more than the cost put on those celebrities who are being hired for promotion of the product. As we know that buying intention or trust of the consumer changes due to advertisements of representing.