This chapter starts with a brief introduction on celebrity endorsement. Next, it covers outstanding models on the topic, followed by commonly used theories, studies done on celebrity negative publicity, effects of demographics on celebrity endorsement, use of celebrity endorsement in social media, effects of celebrity endorsement on corporate identity, image and reputation and finally, provides details on potential future contributions.
|Title of host publication
|Building Corporate Identity, Image and Reputation in the Digital Era
|T. C. Melewar, Charles Dennis, Pantea Foroudi
|Place of Publication
|Taylor & Francis
|Number of pages
|Published - 30 Jul 2021