期刊名称：Proceedings of the International Conference on Business Excellence
电子版ISSN：2558-9652
出版年度：2020
卷号：14
期号：1
页码：838-846
DOI：10.2478/picbe-2020-0080
语种：English
出版社：Sciendo
摘要：Celebrities are,in recent years,a popular way to draw the consumer's attention to an advertisement. In an age with an abundance of details and advertising,the celebrities ' glamour has the power to increase the advertised product's exposure and to attract the attention of the consumer. Several researches have focused on analyzing the impact of celebrity endorsement on the success of brands by pointing out the importance of the match between the celebrities’ personality and the image of the endorsed brand. Besides the positive aspects,there have been also pointed out the different disadvantages of using celebrities in advertising such as the overshadowing effect or the exaggerated costs involved. The results of our quantitative research have shown that,although there is not a high declared interest in celebrity endorsement,it has a role especially in shaping the social status of the consumer and that women are more attracted by celebrity endorsed product in comparison to men.
