The use of celebrities in advertising and their role in creating brand loyalty

Cilj ovog istraživanja je na temelju prikupljenih podataka putem primarnog te sekundarnog istraživanja, dobiti uvid u lojalnost potrošača na tržištu prema utjecaju slavnih osoba i marki. Istraživanje također obuhvaća pojmovnu važnost marke te odnos potrošača prema markama i slavne osobe u oglašavanju. Marka je prepoznatljiva oznaka ili ime nekog proizvoda i usluga, koji se uvijek smatraju kvalitetnim. Slavne osobe postale su neizostavan atribut u suvremenom oglašavanju i distribuciji maraka, odnosno brendova na tržištu. Investiranje u oglašavanje putem novih medija i društvenih mreža postalo je obavezni dio u marketinškoj komunikaciji.The aim of this research is to gain insight into the loyalty of customers on the market, as influenced by celebrities and brands, on the basis of collected data and primary and secondary research. The research also encompasses the notional significance of a brand, as well as the attitude of consumers towards brands and celebrities in advertising.A brand is a recognisable designation or name of a high-quality product or service. Celebrities have become an indispensable asset in the modern advertising and distribution of brands on the market. Investing in advertising via new media and social networks has become derigueur in marketing communication