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 436
- Downloads 20
Social Media Aided Sentiment Analysis in Forecasting
User generated contents on web and social media grow rapidly in this emerging information age. Social media provides a platform for people to create contents, share them and bookmark them in a tremendous way. The expon...
An Indigenous Approach to Conflict, Migration, Negotiation and Mediation Across the People from Different Languages and Religions: The Cyprus Example
Cyprus is a small island in the eastern part of the Mediterranean sea. It has about the same size as the state of Connecticut with 660,000 inhabitants. The population of the island, according to the US State Department...
The Use of Verbal and Visual Metaphors in the Construction of Satire in Nigerian Political Cartoons
Given the increased use of political cartoons especially in Nigerian print media and the fact that political cartoons rely on satire constructed in graphic or visual illustrations to express their meanings, Political c...
Attitudes of Female Smokers/Non-Smokers towards Smoke-Free Air Zone Ad Campaign
Turkish government and NGO’s have been broadcasting or publishing some health communication campaigns every year. In these campaigns, the messages generally related to giving up smoking cigarettes, keeping the heart...
A Literature Review: Website Design and User Engagement
Proper design has become a critical element needed to engage website and mobile application users. However, little research has been conducted to define the specific elements used in effective website and mobile applic...