The use of celebrity endorsement in advertising and branding has set a global trend and
proven to be a winning strategy in building a favourable image of a corporation. Although …

A lot of brands use celebrity endorsement as a way to get people to pay attention to their
marketing messages. Advertisers are willing to pay a lot of money to get the endorsements …

Social media has provided new tools for marketers to improve the efficiency of branding and
communication strategies. In social media, firms create and recreate their brand image …

This study focuses on exploring the promotional approaches more specifically the
company's CEOs as a social influencer. The study revealed that large companies are …

Celebrity endorsement is one of the popular marketing communication strategies used by
many brands to draw attention and attract consumers. Advertisers are willing to spend huge …

Mortgage life insurance (MLI) offers lucrative opportunities for insurers in Portugal but
retaining customers has become challenging amid regulatory changes and fierce …

This research explores the dynamic interplay between brand-centric marketing, experiential
marketing, and consumer engagement, drawing practical insights from a comprehensive …

One of the exciting ways of telling stories about brands is by leveraging celebrity fame,
admiration and love to enhance effective communication. This strategy is called celebrity …