MANAGEMENT SLANT
- Celebrity worshippers and nonworshippers have different motives that influence their attitudes toward endorsements so marketers should employ different strategies with each segment.
- Celebrity profession moderates the influence of entertainment motives on endorsement effectiveness; celebrities should be carefully selected based on professional relevance.
- Celebrity-fantasy-driven brand attitude may not result when established brands use celebrities known only at a national and not global level.
- Celebrity-fantasy-driven brand attitude may not result when established brands use celebrities known only at a national and not global level.
INTRODUCTION
A celebrity is “known to the public...