Impact of celebrity endorsement towards the brand’s image

Sana Imran
Marketing Professor, University Khazar, E-mail:matlabm@yandex.ru

Cite this article:

Sana I., (2017) Impact of celebrity endorsement towards the brand’s image. Ed.: М.D. Baldzhy (ed.-in-ch.) and others [Systema pensiinoho zabezpechennia Ukrainy ta yevrointehratsiini protsesy; za red.: М. D. Baldzhy (gol. red.)], Scientific Bulletin of the Odessa National Economic University (ISSN 2313-4569), Odessa National Economics University, Odessa, No. 1-2(243-244), pp. 83-94.

Abstract

This article refers to the brand advertising in the mass media. It is noted that this area is now the most favored means used by marketers. The author notes that the beliefs of consumers modern way of interactive mass media has moved to a higher level in comparison with other media means. It is noted that the modern consumer is always looking for more reliable means of market research.

Keywords

brand image, brand, product approval, values.

JEL classification: М380

UD classification: 336.417

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