The subject of celebrity endorsement: what it was and what it has become - a literature review
Abstract: Celebrity endorsement has increased the past few years and it has become a
widespread advertising strategy. By gathering information about the subject
we have created a review over: what celebrity endorsement was and what it
has become. The review brings all the important facts about the subject and
should facilitate for practitioners and for further research. Celebrity
endorsement is about endorsing products with help from a celebrity.
Consumers association towards a celebrity endorser increases their purchase
intention though many consumers have the celebrity as a role- model. It is
important that the consumer can identify with the celebrity and that the
celebrity’s image fits with the endorsed product, then celebrity
endorsement will be an effective advertising strategy.
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