February 2015

African Journal of Business Management
Fame versus no name: Gauging the impact of celebrities and non-celebrities endorsement on purchase

The use of celebrity in advertising has become a trend for companies and one of the best ways to strengthen brand image and marketing of products/services. Today, every company is promoting its products by using celebrities to gain customer’s attention and thus increase the market share. Advertising ideas involve this approach, and the choice of picking right celebrity is made through these strategic motives. The...

Author(s): Bhavesh Kumar J. Parmar and Rajnikant P. Patel