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The Review of the Effectiveness of Celebrity Advertising that Influence Consumeras Perception and Buying Behavior

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‡ Limkokwing University of Creativity Technology

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The Review of the Effectiveness of Celebrity Advertising that Influence Consumeras Perception and Buying Behavior

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Abstract

This paper intends to appraise and understand celebrity advertising and its effectiveness. By deeply examining and addressing the components of celebrity advertising, the advantages and disadvantages associated with it, and the elements of successful and unsuccessful implementations, it will be clear that with a compelling and logical celebrity-brand fit, the application of celebrities as brand advocates can be used to a company’s competitive advantage.

References

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Funding

No external funding was declared for this work.

Conflict of Interest

The authors declare no conflict of interest.

Ethical Approval

No ethics committee approval was required for this article type.

Data Availability

Not applicable for this article.

How to Cite This Article

Ow Wen Han, Dr. Rashad Yazdanifard. 2015. "The Review of the Effectiveness of Celebrity Advertising that Influence Consumeras Perception and Buying Behavior". Global Journal of Management and Business Research - E: Marketing GJMBR-E Volume 15 (GJMBR Volume 15 Issue 13 (E4)).

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Journal Specifications

Crossref Journal DOI 10.17406/GJMBR

Print ISSN 0975-5853

e-ISSN 2249-4588

Keywords
Classification
GJMBR-E Classification JEL Code: M37
Version of record
v1.2

Issue date
March 30, 2015

Language
English
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The Review of the Effectiveness of Celebrity Advertising that Influence Consumeras Perception and Buying Behavior

Ow Han
Ow Han HELP College of Arts & Technology
Dr. Yazdanifard
Dr. Yazdanifard <p>Limkokwing University of Creativity Technology</p>