ABSTRACT

of questionnaire on celebrity endorsement assessment was developed to collect data from the respondents.The structured questionnaire was administered purposively to 150 respondents of which 120 rate of 80%.Descriptive statistics, and pearson moment correlation coefficient effective tool that influences passively the brand loyalty and preference. The to be significant (P>0.05). The research would help advertisement expert to focus more on professional and cultural prone celebrity endorsers. f vii ( I investigated the influence o£ gender-celebrity endorsement, Culture-celebrity endorsement and professional-celebrity endorsement on brand preference. A set Celebrity endorsement is defined as the act using individuals who enjoys public recognition and who uses this recognition on behalf of a consumer good by appearing with it in an advertisement. The categorization of the celebrity endorsement arouse a considerable interest in this research work. This work professional-celebrity endorsement and culture-celebrity endorsement were seen were used to analyze the data. The result showed that celebrity