Investigating the Effects of Celebrity Endorsement Dimensions on Brand Loyalty in the Telecommunication Industry of Ghana

Abstract

The study aims to investigate the effects of celebrity endorsement dimensions on brand loyalty in the telecommunication industry of Ghana. The descriptive design was adopted to explain the relationships between the independent variables (source credibility, source attractiveness and source expertise) and the dependent variable (brand loyalty). Questionnaire was used to solicit data from 384 customers of three telecommunication firms (i.e. MTN, AirtelTigo and Vodaphone) in Accra, Ghana. The SPSS version 23 was employed for data analysis. Findings of the study showed a significant relationship between source credibility and brand loyalty in the telecommunication industry of Ghana and also a significant positive relationship between source attractiveness and brand loyalty in the telecommunication industry of Ghana. Managerial implications, limitations of the study and direction for future studies are presented