Celebrity Endorsement Influence on Brand Credibility: A Critical Review of Previous Studies
Journal Title: Online Journal of Communication and Media Technologies - Year 2017, Vol 7, Issue 1
Abstract
Celebrity endorsement is a potent adverting strategy used to promote brands in the market space. In Africa and Asia, celebrity endorsement has developed dramatically as an essential promotional approach used by advertisers to influence consumers about their brands. The trust of this paper examines the nature and dimensions of celebrity endorsement influence on consumers. Furthermore, the locus of the paper critically examines the review of previous studies on celebrity endorsement influence on brand credibility. The paper concludes that the use of celebrity endorsement in the eyes of customers is the most compelling way of attracting their attention compared to a non-celebrity featured advertisement.
Authors and Affiliations
Okorie Nelson| Covenant University, Nigeria, Agbaleke Deborah| Covenant University, Nigeria
Keywords
Related Articles
- EP ID EP10100
- DOI -
- Views 354
- Downloads 20
Feminist Cinema as Counter Cinema: Is Feminist Cinema Counter Cinema?
The article of Peter Wollen “Godard and Counter Cinema: Vent D’est†is considered as the beginning of counter cinema. In 1979, “Women’s Cinema As Counter Cinema†which was written by Claire Johnston and the...
Factors Affecting Customer Attachment in the Marketing Communication and its Implementation on Tourism Sector
This research aims to identify the efficiency of the variables that positively or negatively affect customer attachment, which constitutes a significant place among the goals regarding marketing communications practice...
Local Media and Media Convergence a Case Study of Suara Surabaya Radio as an Interactive Media
Abstract My aim in writing this paper is to describe that in this fast-changing world, media in Indonesia has undergone a rapid transformation. Digital technology continues to reshape the mass media landscape using inte...
Do Women have a Choice to Construct their World
In view of the fact that, the world is not stabile and most of the things change very rapidly. In spite of this, women’s place and rights in some fields seem still the same. This paper seeks to explore whether women...
What Types of Learning May Occur Through Casual Use of a Social Network Site: The Case of Facebook
Over the past decade, World Wide Web has undergone a subtle but profound shift to Web 2.0 to become more of a social web. Social network sites (SNSs) form an integral part of everyday life for a plethora of people and...