Title

Celebrity Endorsements in Advertising

Creator

Chronopoulou, Evangelia

Abstract

The work to be presented examines the marketing strategy of celebrity endorsements in advertising which has dominated the advertising field over the past years. Many companies choose celebrities to advertise their products since they have a significant impact on consumers’ recall, attention, evaluations, and purchase intentions. Celebrities carry numerous elements that can enhance brand awareness. Additionally, the use of multiple endorsers and non-human ones can also be beneficial. Positive effects of using celebrities as endorsers are presented alongside with negative ones. Lastly, suggestions are also made to improve the use of this powerful marketing tool and to avoid potential risks.

Keywords

celebrity endorsements

advertising effectiveness

brand awareness

Subject

Marketing

Type

Oral Presentation

Course

CN6070A1 Advertising Theories

Instructor

Diamantaki, Katerina

Location

Art Center Auditorium

Event

Year 2025 | 9th Annual Student Research and Creative Arts Symposium