With celebrities vouching for or promoting their products, brands can increase awareness, trust and familiarity, which are important variables in the purchase decision-making process. Consumers feel more sympathetic towards a brand, if their products are promoted by a celebrity they admire or relate to.
Explanation:
According to the Journal of Marketing Management, celebrity endorsement can be effective because consumers believe in the celebrity figures and consequently support the brands that the endorser markets.
Answers & Comments
Answer:
With celebrities vouching for or promoting their products, brands can increase awareness, trust and familiarity, which are important variables in the purchase decision-making process. Consumers feel more sympathetic towards a brand, if their products are promoted by a celebrity they admire or relate to.
Explanation:
According to the Journal of Marketing Management, celebrity endorsement can be effective because consumers believe in the celebrity figures and consequently support the brands that the endorser markets.