Celebrity Endorsement Influence on Brand Credibility: A Critical Review of Previous Studies

Okorie Nelson 1 *, Agbaleke Deborah 1
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1 Covenant University, Nigeria
* Corresponding Author
Online Journal of Communication and Media Technologies, Volume 7, Issue 1, pp. 15-32. https://doi.org/10.29333/ojcmt/2577
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ABSTRACT

Celebrity endorsement is a potent adverting strategy used to promote brands in the market space. In Africa and Asia, celebrity endorsement has developed dramatically as an essential promotional approach used by advertisers to influence consumers about their brands. The trust of this paper examines the nature and dimensions of celebrity endorsement influence on consumers. Furthermore, the locus of the paper critically examines the review of previous studies on celebrity endorsement influence on brand credibility. The paper concludes that the use of celebrity endorsement in the eyes of customers is the most compelling way of attracting their attention compared to a non-celebrity featured advertisement.
Keywords: Celebrity, endorsement, advertising, brand and credibility

CITATION

Nelson, O., & Deborah, A. (2017). Celebrity Endorsement Influence on Brand Credibility: A Critical Review of Previous Studies. Online Journal of Communication and Media Technologies, 7(1), 15-32. https://doi.org/10.29333/ojcmt/2577

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