Influence of Celebrity Expertise on Brand Loyalty in the Nigerian Telecommunications Sector
DOI:
https://doi.org/10.47963/jobed.v13i.1756Keywords:
Brand loyalty, Celebrity expertise, Multiple-celebrity endorsement, Telecommunications sector.Abstract
This study assessed the effect of celebrity expertise on brand loyalty in the Nigerian telecommunications sector, while multiple celebrity endorsements served as a moderating variable. A cross-sectional survey research design was adopted. A structured questionnaire was used as a research instrument. A sample size of 2000 respondents, out of which 1200 complete responses were judgmentally selected for final analysis. Data were analysed using Pearson’s Product-Moment correlation and multiple regression. The findings revealed that there is a positive and significant relationship between celebrity expertise and brand loyalty (r = 0.558, p<0.05); while multiple celebrity endorsement has a significant effect on the relationship between celebrity expertise and brand loyalty (F(2, 1195) = 2484.682, p<0.05, Adj. R2 0.327). The study concluded that celebrity expertise exerts a great influence on brand loyalty. It is recommended that telecom service subscribers should base the adoption of telecom services being promoted by a celebrity on the expertise of the endorser. The telecom service providers should engage the services of celebrities who possess behavioural expertise that are in congruence with customers’ values and interests.
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