Online Journal of Communication and Media Technologies Volume: 2 – Issue: 2 – April - 2012 © Online Journal of Communication and Media Technologies 141 The Dysfunctional and Functional Effect of Celebrity Endorsement on Brand Patronage Okorie Nelson, Covenant University, Nigeria Oyedepo Tunji, Covenant University, Nigeria Akhidenor Gloria, University of Lagos, Nigeria Abstract The ever increasing brand multiplicity and competition on the market of goods and services have dictated the pace of growth in the usage of celebrity endorsement across the globe. The use of celebrity endorsement has become a prime brand communication strategy in organizational management that aids the sale and promotion of brands across the globe. It is a popular approach in marketing communication for all brand management. This paper examines celebrity endorsement as a brand communication tool that serves as an aid to expedite brand image and purchase. However, it can also become horrific unless accompanied by a powerful idea, effective and impeccable positioning. Keywords: celebrity endorsement, brand, purchase and dysfunctional effect