engleski

Using Celebrity Endorsers For Brand Management In Transitional Market

Considerable evidence has accumulated in social sciences and in marketing about celebrity endorsers (CE) as a specific way in which meaning can be transferred to brands. Authors investigate the use of CE in Croatia. The purpose is to explore and understand Croatian consumers' attitudes to the importance of the characteristics of CE as a marketing practice employed for brand management. Three hypotheses are tested. Results reveal a high rate of recognition and match for selected CE and the brands they endorse. Consumers perceive celebrity credibility and the celebrity and audience match to be the most important individual CE characteristics for successful brand endorsements. Risk of celebrity overshadowing brand is considered as the least important. Results indicate that the importance of the criteria to some extent depends on demographics.

Celebrity Endorsement; Brand Management; Croatia

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