We propose that consumers appropriate brand symbolism that comes from celebrity endorsements to construct and communicate their self-concepts. We also argue that consumers with high need to belong (NTB) look to celebrities to a greater extent than those who have lower needs to belong, because...

In the current time of data blast and media impact, promotions assume a significant part in changing insight or considering buyer. Celebrities have been utilized for a wide assortment of cosmetics brands. There is restricted investigation on buyer impression of celebrity versus non-celebrity for...

The use of celebrity endorsement is with the objective of creating product awareness and increasing sales and market share in marketing. Celebrity endorsement is increasingly becoming a very important tool in marketing communications task of persuading customers and inducing purchases. This...