Celebrity Endorsement is a powerful communication tool of business to most firms and organizations for them to be able to reach their target market across the globe. In the Nigerian society, the use of celebrities in mainstream advertising is a common marketing strategy carried out by most multinationals or large organizations so as to build brand image and sustain brand equity for goods and services. Many companies have had considerable successes using famous names and faces. For instance, Kanu Nwankwo leads the way, figuring in multi-category endorsements-from peak Milk to Pepsi soft drink to USAIDS/NACA anti-AIDS campaign among a long list of other notable brands. Other high profile includes Banky W for Etisalat, Tuface Idibia for Airtel and Desmond Eliot for Tantalizers.

Celebrity branding or celebrity endorsement is a form of advertising campaign or marketing strategy used by brands, companies, or a non-profit organization which involves celebrities or a well-known person using their social status or their fame to help promote a product, service or even raise awareness on environmental or social matters. Marketers use celebrity endorsers in hopes that the positive images of the celebrity endorser of the brand will also be passed on to the products or the brand image associated with the celebrities.^] Celebrity endorsement is usually commonly used by fashion or beauty brands, but a non-profit organization relies on celebrities as well, as celebrities have mass communication skills which can attract people's attention and is helpful in reaching a wider audience to raise their awareness towards a certain organization or an issue, thus making celebrities effective fundraisers

Celebrity endorsement of a company's product is effective largely because celebrities have the potential to reach a large number of prospective consumers. Reach can be loosely defined as the number of people that have seen and/or heard the brand's intended message at least once. If a brand or company decides to use celebrity branding to market their product, it is highly probable that they are deciding to attempt to reach the largest assortment of potential consumers possible, rather than reaching a small number of consumers.

For example, Nigerian Musician Wizkid is the most followed Nigerian celebrity on Twitter with 4.15 million followers with an additional 5million followers on Instragram, a simple post on all his social media platforms could be viewed by over 10 million people. This can effectively boost the sales of a brand.

Celebrity endorsement also fosters Brand Image. Brand image can be described as the set of beliefs held about a particular brand. There is a high focus placed upon the importance of choosing a reliable, trustworthy celebrity to endorse or sponsor a company's product, while still balancing the celebrity's attractiveness, power, and similarity of the celebrity's public image with the company's overall current, or intended brand image. Brand Recognition and Brand Alliance are also benefits of celebrity endorsement.