Abstract
This paper explores the potential of celebrity endorsements as a marketing tool. In today’s competitive market, companies and brands strive to distinguish themselves from the rest and gain leverage. Celebrity endorsement has been the popular choice for them to connect with potential customers and create awareness for them in the market. Here it is discussed how and why celebrities’ influence and power is used to reach their targeted consumers.
This paper explores the potential of celebrity endorsements as a marketing tool. In today’s competitive market, companies and brands strive to distinguish themselves from the rest and gain leverage. Celebrity endorsement has been the popular choice for them to connect with potential customers and create awareness for them in the market. Here it is discussed how and why celebrities’ influence and power is used to reach their targeted consumers.
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Lim Siew Foong. 2014. “. Global Journal of Management and Business Research – E: Marketing GJMBR-E Volume 14 (GJMBR Volume 14 Issue E4): .
Crossref Journal DOI 10.17406/GJMBR
Print ISSN 0975-5853
e-ISSN 2249-4588
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