Moderating effect of Brand Loyalty on the relationship between Celebrity Endorsement and Consumer Purchase Behaviour of Kaduna State University Students

Abstract

This study examined the moderating effect of brand loyalty on the relationship between celebrity endorsement and consumer purchasing behavior at Kaduna State University (KASU). A total of 259 surveys were preserved and evaluated. Celebrity Attractiveness (5 questions), Trustworthiness (4 items), and Purchase Behavior (4 items) were examined using the Pokhrel
(2023) Educators Survey (CE) to gauge the celebrity endorsement dimension. The study's results indicate that celebrity attractiveness does not substantially affect consumer purchasing behaviors. While celebrity trustworthiness exhibited a statistically significant correlation with consumer buying behavior, the relationship was negative, indicating that an increased
perception of celebrity knowledge does not inherently lead to heightened consumer purchasing motivation in the study context. The study concludes that celebrity Attractiveness and Trustworthiness together account for 22.7% of the variation in consumer purchasing patterns. The study recommends that businesses should put more money into product quality, consumer involvement, and emotional happiness because these factors encourage long-term loyalty and purchases, while loyalty and attractiveness have little effect.