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The Dysfunctional and Functional Effect of Celebrity Endorsement on Brand

Okorie, Nelson and Oyedepo, T. and Akhidenor, G. (2012) The Dysfunctional and Functional Effect of Celebrity Endorsement on Brand. Online Journal of Communication and Media Technologies, 2. pp. 141-152.

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Abstract

The 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.

Item Type: Article
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Faculty of Law, Arts and Social Sciences > School of Humanities
Depositing User: Mr Solomon Bayoko
Date Deposited: 08 Oct 2013 11:02
Last Modified: 08 Oct 2013 11:02
URI: http://eprints.covenantuniversity.edu.ng/id/eprint/1590

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