Impact of Celebrity Endorsement on a Brand

Published in Journal

Journal of Advances and Scholarly Researches in Allied Education [JASRAE] (Vol:5/ Issue: 9) DOI: 10.29070/JASRAE
Authors: Surbhi Malhotra, Dr. Madan Mohan,
Subjects: Multidisciplinary Academic Research

Year: Jan, 2013
Volume: 5 / Issue: 9
Pages: 0 - 0 (0)
Publisher: Ignited Minds Journals
Source:
E-ISSN: 2230-7540
DOI:
Published URL: http://ipublisher.in/I/a/2211
Published On: Jan, 2013

Article Details

Impact of Celebrity Endorsement on a Brand |

Surbhi Malhotra, Dr. Madan Mohan, in Journal of Advances and Scholarly Researches in Allied Education | Multidisciplinary Academic Research

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ABSTRACT:

The intense usage of celebrity endorsement as a tool ofadvertising strategy has increased drastically in the past few years;celebrities have been used to promote various kinds of products and services,from sports to beverages to all kinds of electronics and several otherproducts. The drastic rise of celebrity endorsers is not limited to a specificsector of the economy, companies using celebrity endorsement cut across allindustry categories –including packaged goods, telecommunication, financialservices and automobile industries (Thompson, 1998, Okorie, 2010; Okorie &Aderogba, 2011).