The Dysfunctional and Functional Effect of Celebrity Endorsement on Brand

Simple item page
dc.creatorOkorie, Nelson, Oyedepo, T., Akhidenor, G.
dc.date2012-04
dc.date.accessioned2025-03-06T13:17:16Z
dc.descriptionThe ever increasing brand multiplicity and competition on the market of goods and services have dictated the pace of growth in the usage of celebrity endorsement across the globe. The use of celebrity endorsement has become a prime brand communication strategy in organizational management that aids the sale and promotion of brands across the globe. It is a popular approach in marketing communication for all brand management. This paper examines celebrity endorsement as a brand communication tool that serves as an aid to expedite brand image and purchase. However, it can also become horrific unless accompanied by a powerful idea, effective and impeccable positioning.
dc.formatapplication/pdf
dc.identifierhttp://eprints.covenantuniversity.edu.ng/1590/
dc.identifier.urihttp://itsupport.cu.edu.ng:4000/handle/123456789/29876
dc.languageen
dc.subjectH Social Sciences (General)
dc.titleThe Dysfunctional and Functional Effect of Celebrity Endorsement on Brand
dc.typeArticle

Files

Original bundle

Now showing 1 - 1 of 1
No Thumbnail Available
Name:
The Dysfunctional and Functional Effect of Celebrity Endorsement on Brand Patronage.pdf
Size:
388.43 KB
Format:
Adobe Portable Document Format
Download

Collections

EPrint