EFFECT OF CELEBRITY TRUSTWORTHINESS AND BRAND LOYALTY ON CONSUMER BUYING BEHAVIOUR AMONG KADUNA STATE UNIVERSITY STUDENTS

Abstract

In the dynamic retail environment characterized by intense market competition, economic fluctuations, and rising consumer empowerment through digital channels, businesses grapple with declining retention rates and inconsistent purchase patterns despite heavy investments in branding and celebrity endorsements. Therefore, this study aimed to determine the effect of celebrity trustworthiness and brand loyalty on consumer purchase behavior of Kaduna State University (KASU). The specific objectives of the study are to investigate the effect of celebrity trustworthiness on consumer purchase behaviour and to determine the effect of brand loyalty on consumer purchase behaviour. The study is underpinned by commitment trust theory as well as source trustworthiness theory. The study applied survey research design and data collected using questionnaire from the respondents who are 300 level students of business administration and entrepreneurship and marketing department of Kaduna State University. Data were collected from 67 respondents and PLS SEM was used to analyze the data using PLS 4. The findings suggest that celebrity trustworthiness and brand loyalty significantly affect consumer purchasing behaviour. Based on the findings, the study recommends that businesses should develop customized loyalty programs featuring rewards and personalized communications to cultivate affective commitment and drive repeat purchases and businesses should prioritize partnerships with locally resonant celebrities which are high on trustworthiness to boost endorsement credibility and purchase intentions.