Relationship between Celebrity Endorsement and Brand Loyalty in the Ghanaian Telecommunication Industry

Abstract

The purpose of this study is to investigate the role of celebrity endorsement on brand loyalty in the
Ghanaian telecommunication industry. Convenience sampling method was employed in the selection of
respondent in Tema suburb in the Greater Accra region. A total of 500 users of mobile network were
selected for the study. Questionnaires were used for data collection. The responses were analyzed using
the correlation matrix analysis. The investigation revealed that there is no relationship between celebrity
endorsement and the brand loyalty. This implies (celebrity) had no impact to the brand loyalty of
telecommunication net work product. It was recommended that marketers should refrain from choosing
celebrities who are already endorsing a complimentary product within the same product category.
Managers should cultivate appropriate means to handle negative publicity that can descend on celebrities
during their careers. This is because some consumers do get pessimistically influenced and this could be
dangerous for the endorsed product, so the celebrity facing crises should be replaced.