The subject of celebrity endorsement: what it was and what it has become – a literature review

Celebrity endorsement has increased the past few years and it has become a widespread advertising strategy. By gathering information about the subject we have created a review over; what celebrity endorsement was and what it has become. The review brings all the important facts about the subject and should facilitate for practitioners and for further research. Celebrity endorsement is about endorsing products with help from a celebrity. Consumers association towards a celebrity endorser increases their purchase intention though many consumers have the celebrity as a role- model. It is important that the consumer can identify with the celebrity and that the celebrity’s image fits with the endorsed product, then celebrity endorsement will be an effective advertising strategy.

Author: Jansson Rajakaski, Johanna; Simonsson, Regina

Source: Luleå University of Technology

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