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All Journal EDUMALSYS Journal of Research in Education Management
Kente, J. S.
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Decision Sciences, Operations Research & Management Education Industrial & Manufacturing Engineering

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Endorsement in Advertising Indigenous Products and Patronage of Innoson Motors and Dangote Cement Brands in FCT, Abuja Mgbede, Efu; Kente, J. S.; Ugande, Anthony
EDUMALSYS Journal of Research in Education Management Vol 3 No 3 (2025): EDUMALSYS Journal of Research in Education Management
Publisher : Lembaga Yasin AlSys

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58578/edumalsys.v3i3.7403

Abstract

This study investigates the role of endorsement in advertising indigenous products, focusing on consumer patronage of Innoson Motors and Dangote Cement brands in Abuja, Federal Capital Territory (FCT). Anchored on the Hierarchy of Effects Model, the research employed a survey design with a population of 3,840,000 and a sample size of 400 respondents, using questionnaires as the primary instrument of data collection. The findings reveal that 59% of respondents consider celebrity endorsement effective in promoting indigenous products by enhancing brand popularity, increasing patronage, and fostering a sense of pride in supporting locally made goods. Additionally, the study highlights that multiple factors shape consumer perceptions of indigenous products endorsed by celebrities. The study concludes that public trust in celebrities significantly influences consumer choices, with endorsement often translating into increased patronage. It recommends that celebrities engaged as brand ambassadors should maintain credibility and avoid scandals to preserve positive brand perception and strengthen consumer confidence in indigenous products.
Assessment of Corporate Social Responsibility Strategies by Telecommunications Companies in Federal Capital Territory, Abuja Blessing, Attah; Akase, T. M.; Kente, J. S.
EDUMALSYS Journal of Research in Education Management Vol 3 No 3 (2025): EDUMALSYS Journal of Research in Education Management
Publisher : Lembaga Yasin AlSys

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58578/edumalsys.v3i3.7442

Abstract

Amid growing expectations for corporate social responsibility (CSR) in emerging markets, this study assesses CSR strategies implemented by telecommunication firms in Nigeria’s Federal Capital Territory (FCT), Abuja, and their effects on relationships with host communities. The research objective is to identify the dominant CSR practices of Globacom and 9mobile and evaluate their perceived relevance and outcomes in local communities. Using a descriptive survey design, data were gathered from respondents in FCT host communities to capture perceptions of CSR initiatives. Key findings indicate that “bonanza” promotions and discounted product sales are the most common and popular CSR strategies, followed by community building projects; additional activities include internships, sponsorship of community events and projects, and infrastructure support. While these strategies have been implemented with visible breadth, their depth and quality require enhancement; nevertheless, respondents report a notable improvement in telecom–community relations. The study concludes that CSR by the two firms is present and relationship-enhancing but uneven in strategic alignment with community needs. The contribution lies in evidencing the predominance of sales-driven CSR and underscoring implications for stakeholder engagement and policy: telecom providers should prioritize needs-based, high-quality CSR co-designed with community leaders, while policymakers should develop and enforce tailored CSR frameworks with periodic monitoring to prevent community exploitation and strengthen accountability.
Assessment of Integrated Marketing Communication (IMC) and Customer Patronage of Selected Nigerian Noodles Babaiya, Yuhannasu Muhammad; Akase, T. M.; Kente, J. S.
EDUMALSYS Journal of Research in Education Management Vol 3 No 3 (2025): EDUMALSYS Journal of Research in Education Management
Publisher : Lembaga Yasin AlSys

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58578/edumalsys.v3i3.7444

Abstract

Amid intensifying competition in Nigeria’s fast-moving consumer goods sector, this study assesses how Integrated Marketing Communication (IMC) strategies influence customer patronage of Indomie and Dangote noodles in Lafia Metropolis. The objective is to determine the most prominent IMC tools driving patronage and to compare stakeholder perceptions of IMC effectiveness. Employing a survey research design, the study analyzes audience responses to the IMC activities of selected noodle brands. Key findings indicate that mass media advertising is the foremost IMC strategy promoting patronage, followed by souvenir distribution. Results further show that celebrity endorsement most strongly differentiates perceptions of IMC effectiveness across stakeholders—staff of noodle-producing companies, customers, and marketing communications organizations—followed by product quality. Overall, the IMC mix effectively shapes audience perceptions and converts prospects into regular consumers. The study concludes that IMC plays an indispensable role in promoting patronage of Indomie and Dangote noodles in the study context. The contribution lies in clarifying the relative salience of IMC instruments in a local market and highlighting practical implications: firms should review stringent in-house media policies to enhance agency collaboration, manage prime-time slots transparently (e.g., first-come, first-served) to curb favoritism and unhealthy competition, and avoid deceptive messaging, particularly given its potential impact on younger audiences.
Corporate Reputation Management of Selected Financial Institutions in FCT, Abuja David, Akai Hannah; Akpede, K. S.; Kente, J. S.
EDUMALSYS Journal of Research in Education Management Vol 3 No 3 (2025): EDUMALSYS Journal of Research in Education Management
Publisher : Lembaga Yasin AlSys

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58578/edumalsys.v3i3.7445

Abstract

This study investigated corporate reputation management in two financial institutions—First Bank and Guarantee Trust Bank (GTBank)—within the Federal Capital Territory (FCT), Abuja. The objective was to assess how public relations (PR) strategies, particularly social media use, contribute to reputation building and information management in these banks. A survey research design was adopted. Findings indicate that most respondents maintain social media accounts and that both banks deploy PR strategies for reputation management, including traditional channels (news magazines, online news magazines, and News Tit-Bits) and social media platforms (Facebook, Twitter, Instagram, among others). The use of these platforms has increased awareness of First Bank and GTBank in Abuja and fostered trust, acceptability, patronage, and believability of updates. The PR departments of both banks appear to be maximizing social media as a channel for communicating with target audiences, supporting counseling, information management, crisis management, and media and community relations. The study concludes that social media use by the banks’ PR departments has been effective in information management and in enhancing the image and reputation of the banks to some extent. The findings imply that bank management should recognize the strategic importance of PR units and ensure adequate funding to enable them to fulfill their responsibilities and activities effectively.
Co-Authors Akase, T. M. Akpede, K. S. Babaiya, Yuhannasu Muhammad Blessing, Attah David, Akai Hannah Mgbede, Efu Ugande, Anthony