Arora, Nilesh; Prashar, Sanjeev; Tata, Sai Vijay; … - In: Journal of Consumer Marketing 38 (2021) 3, pp. 251-261
Purpose: Brand managers frequently use well-known celebrities to position their brands and capture consumers’ attention to improve the brand’s market share. The attachment of a celebrity with a brand creates a human image for a brand and helps in personifying its image. The consumer...