Publication date
March 2018
DOIAbstract
The benefits of using endorsement of a product by a celebrity are well-known. People tend to buy/adopt products more which are used by or are projected to be used by any celebrity as compared to a common advertiser. Endorsements are an easy way for a brand to attach themselves to the positive (or negative, if the brand has an angle on it) feelings associated with a celebrity or industry professional. The paper deciphers the advantages and recent trends by use of celebrity endorsement in advertising industry
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