Transcription of CELEBRITY ENDORSEMENT STRATEGY CHIOSA ANA RALUCA …
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CELEBRITY ENDORSEMENT STRATEGY CHIOSA ANA RALUCA …
Annals of the Constantin Br ncu i University of T rgu Jiu, Economy Series, Issue 3/2012 ACADEMICA BR NCU I PUBLISHER, ISSN 1844 7007 CELEBRITY ENDORSEMENT STRATEGYCHIOSA ANA RALUCAASSOCIATE PROFESSOR , AL. I. CUZA UNIVERSITY OF IASI, ofen use celebrities to get impact, because they are seen by the public as credible source of information about product or company. People aspire to the values and lifestyles of celebrities. Consumers selectively integrate perceived values and behavior of celebrities they admire, to build and communicate their own endorser is a person who enjoys high reputation and prestige, beeing known to most people. CELEBRITY ENDORSEMENT is a relevant STRATEGY for the product categories which improve the image (such as fashion, perfumes or cosmetics).
Annals of the „Constantin Brâncuşi” University of Târgu Jiu, Economy Series, Issue 3/2012 „ACADEMICA BRÂNCUŞI” PUBLISHER, ISSN 1844 – 7007 CELEBRITY ENDORSEMENT STRATEGY
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