About this document
Impact of Celebrity Endorsement on Brands by CHIGOZIE U OGBUU is a document available to read on EtoBox.
This document discusses celebrity endorsement and its effects on organizational financial performance in Nigeria. It begins with background on strategic brand management and how celebrity endorsement is used. Problems with celebrity endorsement are then outlined, including celebrities overshadowing products, scandals affecting brand perceptions, celebrities losing relevance over time, and celebrities signing multiple endorsement deals. The objectives, research questions, and hypotheses are provided to guide
- Author
- CHIGOZIE U OGBUU
- Language
- EN