Aririguzoh, Stella Amara, Mogaji, Emmanuel ORCID: 0000-0003-0544-4842 and Odiboh, Odion Oscar (2018) The effect of celebrity endorsements on consumers' buying behavior in South West Nigeria. Exploring the Dynamics of Consumerism in Developing Nations. Advances in Marketing, Customer Relationship Management, and E-Services . IGI Global, Hershey, PA, pp. 176-194. ISBN 978-1522579069 (doi:https://doi.org/10.4018/978-1-5225-7906-9.ch008)