Impact of Celebrity Expertise on Brand Loyalty among GSM Subscribers in Nigeria
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Date
2020
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Publisher
Idia Journal of Mass Communication
Abstract
This study focused on examining the effects of celebrity expertise on brand loyalty in the Nigerian telecommunications sector, while multiple celebrity endorsement serves as moderating variable. Cross sectional survey research design was used. The population of the study consisted of 160,520,993 telecommunications subscribers as at August, 2018. Multi-stage sampling technique was used to select the sample size of 1,200 using Krejcie and Morgan formula. Validated questionnaire was used to collect data. Cronbach's Alpha reliability coefficients for all major constructs of the instrument ranged from 0.73 to 0.83. Data were analysed using Pearson's Product-Moment Correlation and Analysis of Variance (ANOVA). Customers' perception of celebrity expertise had a positive moderate significant relationship with their brand loyalty to a telecom service provider (r = 0.558, p
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Keywords
Brand loyalty, Celebrity expertise, Multiple-celebrity endorsement, Telecommunications, Nigeria