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ABSTRACT
The general objective of this study is to investigate the effectiveness of celebrity endorsement on consumer behaviour. Specific objectives were addressed regarding the dependent variable (consumer behaviour). The specific objectives include: to evaluate the influence of celebrity credibility on consumer behaviour, to investigate the effectiveness of celebrity attractiveness on shaping consumer behaviour, to examine the impact of celebrity reputation on consumer behaviour and to investigate the impact of celebrity expertise on the effectiveness of endorsement on consumer behaviour. The study made use of an online questionnaire which limited the responses to internet users understudied using multiple regression analysis. The analysis showed that celebrity credibility and celebrity expertise have a significant relationship with consumer behaviour. In contrast, celebrity attractiveness and celebrity reputation showed that they were not significantly related to consumer behaviour. The study recommends that companies should form long-term partnerships with celebrities in order to build a strong brand-celebrity relationship to increase brand loyalty and improve sales.
