DOES CELEBRITY ENDORSEMENT INFLUENCE BRAND EQUITY
Keywords:
Attractiveness, Brand Equity, Brand Loyalty, Celebrity, Endorsement, ExpertiseAbstract
Brand equity is one of the more popular concepts in marketing today. It is the added value that a brand brings to a product or service beyond the functional benefits provided. Advertising is an effective and powerful marketing tool adopted by marketers to create and promote awareness for their products or brands. Among the many forms of advertising celebrity advertisement is more popular and attractive. Celebrities are famous figures who enjoy public reputation on behalf of consumer goods. All over the world celebrities as spokespersons have been used for promoting wide varieties of brands. The aim of the paper is to analyse how far the presence of a celebrity in an advertisement enhances brand equity. Five key attributes of the celebrity is analysed against the various components of brand equity and the result reveals that the celebrity endorsement acts as an effective source of promoting brand equity.
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