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, 2013, 7, . 147-161 UDC 658.626:659.1/.4 : 05. 2012. DOI: 10.7251/ZREFIS1307147SReceived: 05 September 2012
Review paper
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THE INFLUENCE OF CELEBRITY ENDORSEMENT ON ADVERTISING
EFFECTIVENESS AND BRAND IMAGE
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Summary: Brand advertising by using celebrityendorsement is a very popular strategy amongmarketers. This practice has been used for almost a
century and its popularity has been constantlygrowing. Frequent use of this strategy is based on theassumption that the positive image and certain
personal characteristics will be transferred from acelebrity to a brand. In this paper, we have presentedfour basic theories/models relating to the involvement
of celebrities in brand advertising: the sourcecredibility model, the source attractiveness model, themeaning transfer model, and celebrity/product fitmodel. These four models are the basis for most of the
research in this area. In addition, the review ofprevious studies on the impact of this strategy on theeffectiveness of advertising and brand image has been
presented. Generally, studies have provided theevidence that the involvement of a celebrity inadvertising produces significantly more favourableconsumer reactions (higher level of attention, thebetter recall of the message and brand name, morefavourable attitudes and purchase intentions etc.), asopposed to the involvement of an unknown person in
advertising.y words: brand, celebrity, advertising,
endorsement, consumer.
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