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

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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.

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