engleski

Scientists and researchers in marketing communications campaigns

The purpose of the presentation was twofold: to improve the understanding of the concept of celebrity endorsement and its usage in brand management and to explain the benefits and challenges of the usage of celebrity endorsement. Also, an assessment of celebrity endorsement, as a specific challenge in the brand management of scientific and research organizations was presented, through an analysis of 10 criteria important for evaluating potential celebrity endorsers.

celebrity endorsement, brand management, scientific and research organisations

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