摘要：Marketers have recognized the great ability of celebrity endorsers in getting attention, influencing brand preference, and stimulating purchase. Extensive use of celebrity endorsers reflects significant amount of money and time spent and have forced marketers to make sure the endorsers chosen are worth every cent they spent. This study examines the multiple dimensions of celebrity endorsers and their relationships with product brand image. The data were tested against multiple regression analysis and the findings show significant relationships between all the five dimensions and product brand image, with the highest score for the credibility dimension. The original four-dimension framework was modified by adding the additional dimension of celebrity meaningfulness.
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