About this document

Celebrity Endorsement Effectiveness by 1121402 is a document available to read on EtoBox.

ABSTRACT The choice of a celebrity endorser for a brand is an important topic in advertising and marketing, as considerable time and effort resources are dedicated to finding the right celebrity to represent a given organization. Celebrities used as endorsers in advertisements are often very popular ones. However, from a cognitive point of view (and a more academic one), congruence between brand and celebrity seems to be very important too. Based on affective and cognitive theories to explain endorsem

Author

1121402

Language

EN