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ABSTRACT
This study investigated the role of brand ambassadors in nation (Nigeria) branding. The dimensions explored were: credibility, popularity, likability, and knowledgeable about Nigeria as a country; while Nation branding was the study dependent variable. Data were primarily sourced through the online administration of three hundred and eighty-five (385) questionnaire out of which same number (385) were found usable for the empirical analysis. The descriptive (frequency, mean, charts and percentage) and inferential statistics (regression) were adopted for the study’s analysis. Specifically, the regression analysis revealed the following that: credibility of brand ambassadors, knowledge of Nigerian brand ambassadors, and likeability of Nigerian brand ambassadors significantly influence the effectiveness of nation branding efforts; while the popularity of Nigerian brand ambassadors does not have a significant relationship with the success of Nigeria's nation branding efforts. Based on these findings, the following recommendations were made that: when selecting brand ambassadors to represent Nigeria, prioritize individuals who are seen as credible and trustworthy; to improve nation branding, Nigeria should ensure that ambassadors are well-informed about Nigeria's culture, history, values, and achievements; Nigeria should focus on selecting individuals who have a likable and relatable personality; that Nigeria should continuously evaluate the effectiveness of popular ambassadors.
