The effect of Celebrity Endorsement on Consumer Buying Intention and Brand Loyalty: The Mediating Role of Consumers Personality

Abstract

Purpose- This study's main goal is to evaluate the main celebrity characteristics (similarity, familiarity and likeability) on consumer purchase intention and brand loyalty through personality traits of the consumer of the services provided by Ghana’s telecom sector.

Design/methodology/Approach-This is quantitative, descriptive and a correlational study, which used convenient sampling techniques to gather data from 465 respondent. IBM SPSS Amos version 24 was used to run the analysis.

Findings-The findings of this study reflect a positive association between the attractiveness (likeability and familiarity) of celebrities and consumers attitude towards brands.There was also link between brand loyalty and buying intentions. Consumers are more loyal to brands with a clear brand loyalty; the loyalty also increases purchasing intentions.

Originality/value-Theoretically, this study serves as a classic experiment using consumer personality as a mediator variable between three factors such as celebrity endorsement, brand loyalty, and purchasing intention by using the personality theory that was largely overlooked by previous research.