Influence of Celebrity Expertise on Brand Loyalty in the Nigerian 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.><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).><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.