THE IMPACT OF CELEBRITY ENDORSEMENTS ON BRAND IMAGE

Аннотация:

This article explores the impact of celebrity endorsements on brand image, examining how various celebrity characteristics such as credibility, attractiveness, and relevance influence consumer perceptions. By analyzing existing literature and conducting surveys and case studies, the study highlights both the positive and negative aspects of using celebrities in marketing. The findings suggest that credible and attractive celebrities are more likely to enhance a brand’s image, while the risks associated with celebrity scandals or misalignment between the brand and the endorser can harm consumer trust. The study provides valuable insights for brands considering celebrity endorsements as part of their marketing strategy, emphasizing the importance of strategic selection and careful management of celebrity relationships.