Celebrity Endorsement in Advertising: A double-edged Sword

Main Article Content

Mazzini Muda
Rosidah Musa
Lennora Putit

Abstract

The advertising market has become more cluttered and competitive now and everywhere. To highlight their brand, advertisers are turning to celebrities as endorsers. They are willing to invest significant amount of monies to juxtapose their brands with celebrity's attributes like attractiveness, expertise and trustworthiness. They believe that the celebrity's qualities might transfer to their brand, thus produce favourable campaign results. However, celebrity endorsement is not without potential risks. The purposes of this paper are threefold: first, to discuss how the marriage works between the brand and celebrity; second, to describe the benefits accrue from celebrity endorsement and third, to warn of potential dangers of the strategy.

Article Details

How to Cite
Muda, M., Musa, R., & Putit, L. (2017). Celebrity Endorsement in Advertising: A double-edged Sword. Journal of ASIAN Behavioural Studies, 2(3), 21–32. https://doi.org/10.21834/jabs.v2i3.188

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