Past research has focused mainly on discovering the relationship between brand image, brand attitude, and purchasing behavior. Such studies have found that consumers will rely on brand preference as the major purchasing reference when they have positive brand attitudes toward products. Because...

Celebrity endorsements create a magnitude of meaningful differences among luxury brands that subsequently generate skyrocketing sales fueled bycelebrity-inspired consumer's confidence. The present study explores the impact of celebrity endorsements as a modern marketing technique on customers'...

Obwohl es bereits eine Vielzahl an Studien im Bereich Prominenten-Testimonials gibt, sind dennoch verschiedene Forschungsfragen unbeantwortet, beziehungsweise haben sich aufgrund der Veränderung und Weiterentwicklung dieser Werbestrategie neu aufgetan. Mithilfe konzeptioneller, quantitativer...

Celebrity endorsement has been established as one of the most popular tools of advertising in recent time. It has become a trend and perceived as a winning formula for product marketing and to build a brand image. Marketers pay millions of dollars to celebrity endorsee hoping that the stars will...

In this era of technology weapons development as the business world is now Increasingly Unable to predict. Companies are looking for ways to not be abandoned by consumers. Therefore it is very important for companies to know what to do to Attract Consumers to buy. This study aims to identify and...

Brand is the most valuable asset of any company and promoting the product of that company through a brand ambassador can enhance brand value or equity which in turn can be leveraged through brand extension. Although brand personality also nourishes brands to gain market share, command premium...

Importance of the subject:The problem statement is of great importance, as celebrity endorsement is the most important form of marketing communication. The problem statements helps to analyse and examine the effect of celebrity advertisement and endorsement on other marketing strategies and...

Most marketing researchers with an interest in the mythic machinations of celebrity culture assume that being implicated in a scandal is detrimental to long-term brand-building efforts. However, our premise is that this assumption is often misguided. We argue that celebrities who court scandal...

Celebrity endorsements have been a contemporary way to gain consumer loyalty as people use to relate their lives with the celebrities. People may perceive some of the brands as reliable or of high quality while may perceive few products in a negative way. The purpose of this research is to...