期刊名称：Analele Universităţii Constantin Brâncuşi din Târgu Jiu : Seria Economie
印刷版ISSN：1844-7007
出版年度：2012
卷号：3
出版社：Academica Brâncuşi
摘要：Brands ofen use celebrities to get impact, becau se they are seen by the public as credible source of information about product or company. People aspire to the values and lifestyles of celebrities. Consumers selectively integrate perceived values and behavior of celebrities they admire, to build and communicate their own identity.Celebrity endorser is a person who enjoys high reputation and prestige, beeing known to mo st people. Celebrity endorsement is a relevant strategy for the product categories which improve the image (such as fashion, perfumes or cosmetics).This paper presents types, techniques and models of analysing celebrities' efficiency in endorsing brands/p roducts. Celebrity endorsement has become one of the communication strategies used in marketing to build congru ence between brand image and consumers. Famous persons exert their influ ence on consumer through perceived a ttributes such as expertise, trustworthiness, attractiveness, familiarty and likeability
