ABSTRACT: The study investigated celebrity endorsement influences and consumer patronage of carbonated drinks in Anambra State, Nigeria. The study anchored on Commitment-Trust theory of relationship, specifically; celebrity personality, likeability, and experience influence on consumer patronage. 400 respondents in 21 Local Government Areas were sampled using the study questionnaire. Data were analyzed and presented.  Multiple regression was used for hypotheses testing. Findings indicated personality and experience of celebrity had a weak positive but significant influence, b = .051, p-value >.031, and b = .034, p-value >.001 respectively, while likeability had weak positive no significant influence on consumer patronage of (b = .052, p-value >.066). The study, concluded that celebrity endorsement possessing strong personality, likeability and experience positively influence consumers’ purchase.. The study recommended among other things that marketers of carbonated drinks should have deep consideration for celebrities with fascinating or enthralling personality, and whose likeability among fans is strong.

KEYWORDS: Celebrity Endorsement; Personality; Likability; Experience; Consumer Patronage; Carbonated Drinks