The Dysfunctional and Functional Effect of Celebrity Endorsement on Brand Patronage

Okorie Nelson 1 *, Oyedepo Tunji 1, Akhidenor Gloria 2

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Abstract

The ever increasing brand multiplicity and competition on the market of goods and services have dictated the pace of growth in the usage of celebrity endorsement across the globe. The use of celebrity endorsement has become a prime brand communication strategy in organizational management that aids the sale and promotion of brands across the globe. It is a popular approach in marketing communication for all brand management. This paper examines celebrity endorsement as a brand communication tool that serves as an aid to expedite brand image and purchase. However, it can also become horrific unless accompanied by a powerful idea, effective and impeccable positioning.

Keywords

celebrity endorsement brand purchase dysfunctional effect

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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 2, Issue 2, pp. 141-152

Published Online: 24 Apr 2012

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