About this document
Future Strategies in Celebrity Marketing by Arslan Shah is a document available to read on EtoBox.
The document discusses research on celebrity endorsements and proposes areas for future research on celebrity branding. It reviews literature showing that celebrity endorsements can positively impact advertising attitudes, brand recall, and stock market performance. However, results are mixed on whether celebrities or noncelebrities are more effective endorsers. The three main models for selecting celebrities are also examined: source credibility looks at a celebrity
- Author
- Arslan Shah
- Language
- EN