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Celebrity Endorsement as a Marketing Tool
Lim Siew Foong, Rashad Yazdanifard
Volume 14 Issue 4
Global Journal of Management and Business
Volume 14 Issue 4
Global Journal of Management and Business
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.
