Ofori, Georgette Amponsah2023-10-092023-10-092020-09https://repository.gij.edu.gh/handle/123456789/229ThesisThis research paper focused on the impact celebrity endorsement has on consumer buying behaviour towards products particularly. Ghana is a country where people would love and proud to follow or copy or be look like their favourite celebrities. Many companies and brands have largely profited and used this psyche of using Ghanaian celebrities who are very beautiful for their numerous products and services. In this research it is founded that in Ghana especially in Accra (the campus of Ghana Institute of Journalism) there are more customers and consumers of several of these products in Ghana and this is due to two reasons in which Celebrity endorsement is one described in detail in this paper. Results of this paper indicates that when companies choose celebrities based on factors such as, Credibility (physical attractiveness, trustworthiness, expertise), Emotional Involvement (passion, dedication), Meaning Transfer (effective communication, field of celebrity endorsed that best match with the product attributes) this would have a positive impact on consumers’ buying behaviour. Recommendation for companies regarding selection of celebrities is that companies should do that to ensure that the celebrities’ image and overall personalities match the brand personality.enThesis