Local Celebrity Endorsement : Can You Go Far by Staying Close?
Ekberg, Sara; Mellgård, Linn; Micko, Magdalena;
- Publisher: Högskolan i Jönköping, Internationella Handelshögskolan
- Subject: Celebrity Endorsement | Local Celebrities | Well-known Celebrities | Celebrity Capital | Reputational Capital | Marketing Communication | Communication Effectiveness
Celebrity endorsement consists of a written or spoken statement from a publicly known person, proclaiming the benefits of some product or service. Previous research on celebrity endorsement has proved it very successful in promoting brands or companies. Even though many... View more
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