The Review of the Effectiveness of Celebrity Advertising that Influence Consumeras Perception and Buying Behavior

Ow Wen Han; Dr. Rashad Yazdanifard

Authors

Ow Wen Han
Dr. Rashad Yazdanifard

Keywords:

celebrity advertising, consumer#x2019;s perception, effectiveness, buying behavior

Abstract

This paper intends to appraise and understand celebrity advertising and its effectiveness. By deeply examining and addressing the components of celebrity advertising, the advantages and disadvantages associated with it, and the elements of successful and unsuccessful implementations, it will be clear that with a compelling and logical celebrity-brand fit, the application of celebrities as brand advocates can be used to a company's competitive advantage.

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How to Cite

The Review of the Effectiveness of Celebrity Advertising that Influence Consumeras Perception and Buying Behavior. (2015). Global Journal of Management and Business Research, 15(E4), 23-29. https://journalofbusiness.org/index.php/GJMBR/article/view/100993

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