Partly spurred by the notion that celebrities wield potentials leverageable for political gains, the phenomenon of celebrity endorsement has become emblematic of political campaigns. While the use of celebrities in politics is on the ascendancy, its impact on electoral fortunes in bourgeoning democracies like Ghana where the concept is nascent, has received little research focus. Considering the anticipated gains, an empirical investigation in this regard will be imperative to the politics of transitioning polities. Against this backdrop, our study investigates the salience of celebrity endorsement to voters' voting intention. Employing a questionnaire-drawn data via the survey method, with a sample of 745, results of data analysis anchored on the structural equation modeling technique revealed a significant positive relationship between endorser credibility and political brand credibility. Similarly, study results confirmed the significant positive relationship between political brand credibility and voting intention. Finally, the significant positive relationship between endorser credibility and voting intention was affirmed. Overall, the study outcomes verify the usefulness and appropriateness of the proposed model. Based on the results, implications for political strategy and suggestions for further research are subsequently delineated.

中文翻译：

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选民的投票意愿：名人代言的显着性——来自加纳的证据

在一定程度上受到名人利用潜力获取政治利益这一观念的推动，名人代言现象已成为政治运动的象征。虽然名人在政治中的使用越来越多，但它对像加纳这样的新兴民主国家的选举命运的影响几乎没有受到研究关注。考虑到预期的收益，这方面的实证调查对于转型政体的政治来说势在必行。在此背景下，我们的研究调查了名人代言对选民投票意愿的显着影响。采用调查法采用问卷抽取的数据，样本为745人，基于结构方程建模技术的数据分析结果表明，代言人可信度与政治品牌可信度之间存在显着的正相关关系。同样，研究结果证实了政治品牌可信度与投票意愿之间的显着正相关关系。最后，肯定了背书人可信度与投票意愿之间的显着正相关关系。总体而言，研究结果验证了所提出模型的实用性和适用性。根据结果​​，随后描述了对政治战略的影响和进一步研究的建议。肯定了背书人的信誉和投票意愿之间的显着正相关关系。总体而言，研究结果验证了所提出模型的实用性和适用性。根据结果​​，随后描述了对政治战略的影响和进一步研究的建议。肯定了背书人的信誉和投票意愿之间的显着正相关关系。总体而言，研究结果验证了所提出模型的实用性和适用性。根据结果​​，随后描述了对政治战略的影响和进一步研究的建议。