Celebrity endorsement nowadays has become one of the most popular advertising campaigns. Companies use many celebrities like movie stars, athletes and singers to endorse in their adverts in order to attract consumers into purchasing their brands.
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THE IMPACT OF CELEBRITY ENDORSEMENTS ON THE BUYING BEHAVIOR OF ROWAN UNIVERSITY STUDENTS AGE 18-24. by. Reginald Esangbedo. A Thesis. Submitted to the. Department of Public Relations. College of Communication. In partial fulfillment of the requirement. For the degree of. Master of Arts. at. Rowan University. May 20, 2011. Thesis Chair: Professor Joseph Basso.
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The increase of celebrity endorsement based advertising over the recent years, demands a need to look into the impact of celebrity endorsement on the different respondents’ ages and genders. The use of celebrities in advertisements has been rapidly increasing, as it is believed to contribute substantial positive impact on financial returns for the companies that use them (Endorgan, 2001.
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