Belaynesh Tefera (PhD)Yusra Seid2024-03-072024-03-072022-06https://etd.aau.edu.et/handle/123456789/2251It is stated, that celebrity endorsement is an effective method to accelerate consumer brand preference. The study was intended to look at the impact of celebrity endorsement on consumer brand preference; targeting the local brand Gelagle. After reviewing related relevant literatures the study adopted Ohanian's source credibility model (Trustworthiness, Attractiveness, and Expertise) and the product match up hypothesis (Celebrity-brand fit) to build its conceptual framework. Four measuring variables are selected and hypotheses were developed by arguing that perceived celebrity attractiveness, perceived celebrity trustworthiness, perceived level of celebrity expertise and perceived celebrity-product matchup significantly influence consumers brand preference. The research used quantitative and explanatory design.385 questionnaires were distributed using convenience sampling techniques and 354 were completed. The questioner survey targeted both customer's and noncustomers located in Addis Ababa. SPSS version 26 was used to make the statistical analysis. Descriptive statistics (mean and frequency) and inferential statistics (correlation, multiple regression), are measured to sum up into findings. The study's results revealed that all independent variables (attractiveness, trustworthiness, celebrity-brand matchup, expertise) have a favorable and significant impact on consumer's brand preference towards Gelagle confirming all highlighted research hypothesis. Thus, the company is approaching an effective advertising by choosing its endorsers correctly. In addition, the researcher suggests to marketers with local brand to consider using celebrities in their advertisement and promotional endeavors by giving priority on the attractiveness of the celebrity, the match of the celebrity with the brand, trustworthiness of the celebrity and expertise level of the celebrity respectively. Key words: celebrity endorsement, physical attractiveness, Trustworthiness, product/celebrity matchup, expertise, consumer brand preferenceen-USThesis