Celebrity Endorsement Influence on Brand Credibility: A Critical Review of Previous Studies

Okorie Nelson 1 *, Agbaleke Deborah 1

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Abstract

Celebrity endorsement is a potent adverting strategy used to promote brands in the market space. In Africa and Asia, celebrity endorsement has developed dramatically as an essential promotional approach used by advertisers to influence consumers about their brands. The trust of this paper examines the nature and dimensions of celebrity endorsement influence on consumers. Furthermore, the locus of the paper critically examines the review of previous studies on celebrity endorsement influence on brand credibility. The paper concludes that the use of celebrity endorsement in the eyes of customers is the most compelling way of attracting their attention compared to a non-celebrity featured advertisement.

Keywords

Celebrity endorsement advertising brand and credibility

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This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.

Article Type: Research Article

Online Journal of Communication and Media Technologies, Volume 7, Issue 1, pp. 15-32

Published Online: 26 Jan 2017

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Article Downloads: 207

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