Influence of Celebrity Expertise on Brand Loyalty in the Nigerian Telecommunications Sector

Isaac Oladepo  Onigbinde; Isaac Olajide  Fadeyi; Adenike Oluwakemi  Onigbinde; Olalekan Akeem  Shonubi

##article.authors##

Isaac Oladepo Onigbinde
Isaac Olajide Fadeyi
Adenike Oluwakemi Onigbinde
Olalekan Akeem Shonubi

##article.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.

##submission.authorBiographies##

Isaac Olajide Fadeyi

Dr. Isaac Olajide Fadeyi is an Associate Professor in the Department of Mass Communication at Trinity University, Yaba, Lagos, Nigeria.
Adenike Oluwakemi Onigbinde

Mrs. Adenike Oluwakemi Onigbinde is an M.Phil./Ph.D. Scholar in the Department of Politics and International Relations, Faculty of Management and Social Sciences, Lead City University, Ibadan, Nigeria.
Olalekan Akeem Shonubi

Dr. Akeem Olalekan Shonubi is an Associate Professor in the Department of Business Administration and Marketing, College of Social and Management Sciences at McPherson University, Seriki Sotayo, Abeokuta, Nigeria.

##submission.citations##

Ahmed, A., Mir, F. A. & Farooq, O. (2012). Effect of celebrity endorsement on customers’ buying behaviour: A perspective from Pakistan. International Journal of Contemporary Research in Buisness, 4(2), 209-234. Retrieved from http://journalarchieves23.webs.com/584-592.pdf on July 28, 2018.

Amos, C., Homles, G. & Sruntton, D. (2008). Between celebrity endoser effects and advertising effectivenesseen: A quantitative synthesis of effect size. International Journal of Advertising. 27(2), 209-234.

Anastasi, A. & Urbina, S. (2008). Psychological testing (7th Ed.). New Delhi: Pearson Education in South Asia.

Apejoye, A. (2013). Influence of celebrity endorsement of advertising on students' purchase intention. Journal of Mass Communication and Journalism. 3(3), 1-7.

Asika, N. (2002). Reaserch methodology in the behavioural sciences. Lagos: Longman Nigeria Plc.

Audi, M., Masri, R. A. & Ghazzawi, R. (2015). The effect of celebrity endorsement on creating brand loyalty: An application on the lebanese cosmetic sector's demand. . International Journal of Business Management and Economic Research. 6(5), 273- 287.

Ballester, E. D. & Alema, J. L. (2003). Brand trust in the context of consumer loyalty. European Journal of Marketing. 35(7/8), 1238-1258.

Belch, G.E., & Belch, M.A. (2001). Advertising and promotion: An integrated marketing communication perspective. (5th ed.). New York: McGraw Hill.

Biswas, D., Biswas, A., & Das, N. (2006). The differential effects of celebrity and expert endorsements on consumer risk perceptions. Journal of Advertising, 35 (2), 17-31.

Byrne, A.& White, M. (2003). The naked truth of celebrity endorsement. British Food Journal, 105(4/5), 288-296.

Chaudhary, U. & Asthana, A. (2015). Impact of celebrity endorsement on consumer brand loyalty: Does it really matter? International Journal of Scientific and Research Publications. 5(12), 220-225.

Erdogan, Z. (1999). Celebrity endorsement: A literature review. Journal of Marketing Management. 15(4), 291-314.

Folarin, B. (2002). Experimental design in psychology and education: An introductory text. Abeokuta: Link Publication.

Fill, C. (2009). Marketing communications: Interactivity, communities and contents

(5th ed.). Harlow: Prentice Hall.

Hanzaee, K. H. & Farsani, F. T. (2011). The effects of brand image and perceived public relations on consumers loyalty. World Applied Science Journal. 13(2), 277-286.

Helm, S. (2007). The role of corporate reputation in determing investor satisfaction and loyalty. Journal of Corporate Reputation, 10(1), 22-37.

Howitt, D. & Cramer, D. (2008). Introduction to SPSS in pyschology for version 16 and earlier (4th ed..). Harlow: Pearson Education Limited.

Jain, V. (2011). Celebrity endorsement and its impact on sales: A research analysis carried out in India. Global Journal of Management and Business Research, 11(4), 59-71.

Johansson, J. & Sparredal, J. (2002). Celebrity endorsements: A case study of Axa and the Ludmila Engquist incident Lulea University of Technology, Sweden. Available at: http://www.epubl.ltu.se.

Kamins, A., Brand, M. J., Hoeke, S. A & Moe, J. C. (1989). Two-sided versus one-sided celebrity endorsements: The impact on advertising effectiveness and credibility. Journal of Advertsisisng. 18(2), 4-10.

Kendall, P. & Rudd, S. (2011). Mobile customer loyalty reaches all-time low. Strategy Analytics Wireless Operator Strategies’ Publication, June.

Kolter, P. & Armstrong, G. (2006). Principles of marketing (11th ed.). Delhi: Pearson Education.

Krejcie, R. V. & Morgan, D. W. (1970). Determining sample size for research activities. National Education Association Research Bulletin. 38, 99.

Maddux, J. E. & Rogers, R. W. (1980). Effects of source expertness, physical attractiveness and supporting arguments on persuation: A case of brain over beauty. Journal of Personality Argument and Social Psychology, 39(2), 235-244.

Magnini, J. F., Honeycutt, E. D. & Cross, A. M. (2008). Understanding the use of celebrity endorsers for hospitality firms. Journal of Vacation Marketing. 14 (1), 57-69.

Malik, H. M. & Qureshi, M. M. (2016). The impact of celebrity endorsement on consumer buying behaviour. Journal of Marketing and Consumer Reserach, 26, 112-127.

NCC (2020). Nigerian Communications Commission - Telecoms industry statistics & operators' data; as at December 31. Retrieved from www.ncc.gov.ng.

NCC (2021). Nigerian Communications Commission - The Nigeria SIM card registration survey; as at March 31. Retrieved from www.ncc.gov.ng.

Nozar, R. (1999). Luxury market focuses on customer loyalty. Hotel and Motel Management , 214(1), 29.

Nunnally, J. (1993). Psychometric theory (3rd ed.). New York: McGraw-Hill.

Nyarko, I. K., Asimah,V., Agbemava, E. & Tsetse, E. K. . (2015). The influence of celebrity endorsement on the buying behaviour of the Ghananian youth: A study of Fan Milk Ghana's ads. International Journal of Business and Mangement Review. 3(11), 1-16.

Onigbinde, I. O. (2013). Market-based resources and customer loyalty: An empirical assessment of telecommunication service providers in Nigeria. Unpublished Ph.D. Research Thesis, Department of Marketing, Babcock Business School, Babcock University, Ilishan-Remo, Nigeria.

Onigbinde, I. O. & Odunlami, S. A. (2014). Telecommunication service delivery and customer satisfaction: A study of telecom subscribers in Ogun state, Nigeria. International Journal of Business and Management Review. 2(6), 49-58.

Onigbinde, I. O. & Ojo, J. O. (2016). Evaluation of selected theories as applicable to marketing and consumer research. Journal of Marketing and Consumer Research, 27 (1): 71-80.

Osugwu, L. (2004). Unethical marketing practices in Nigerian organisations. Nigerian Journal of Marketing. 5(1), 5-20.

Rundle-Thiele, S. (2004). Elaborating customer loyalty: Exploring loyalty to wine retailers. Journal of Retailing and Consumer Services. 12, 333-344.

Severin, W. J. & Tankard, J. W. (2001). Communication theories: Origins, methods and the uses in the mass media (5th ed.). New York: Longman.

Sharma, K. & Kumar, S. S. (2013). Celebrity endorsement in advertising: Can it lead to brand loyalty in the lon-run? International Journal of Marketing, Finacial Services and Management Research. 2(3), 3-79.

Simon, J. L. & Burstein, P. (1985). Basic research methods in social science. New York: McGraw-Hill Book Company.

Spry, A., Pappu, R. & Cornwell. T. B. (2011). Celebrity endoserment, brand credibility and brand equity. European Journal of Marketing. 45(6), 882-909.

Ziperiaporah, M.M. & Mberia, H.K. (2014). The effects of celebrity endorsement in advertsement. International Journal of Academic Research in Economics and Management Sciences. 3(5), 178-188.

ZorBari-Nwitambu, B. & Kalu, S.E. (2017). Celebrity endorsement and customer loyalty in the telecommunications market in PortHarcourt. International Journal of Managerial Studies and Rerasrch. 5(9), 57-71.