Personality Merchandising in Nigeria: Prospects and Challenges

Dorcas A. Odunaike


Personality merchandising is an emerging area of advertisement in Nigeria with legal connotations. The endorsement of a product or service by a well known personality has superior commercial advantage which has been offered legal protection internationally and in developed countries. The aim of this paper is to examine the legal protection of personality merchandising in Nigeria especially as it relates to personality right and to identify the challenges posed by endorsement of a product by a celebrity with the view of proffering recommendations that will enhance publicity values attached to celebrity personae.

Keywords: merchandising, celebrity, publicity, privacy, personality.

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ISSN (Paper)2224-3240 ISSN (Online)2224-3259

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