Celebrity Endorsement, Consumer Based Brand Equity: A Literature Review

Abstract

Celebrity endorsement (CE) is brand management strategy, and a firm invests significant amount on CE, particularly new firm they perceive that celebrity will add value to the brand they endorse and increase consumer based brand equity (CBBE) of firm. According to Kamakura and Russell (1991) “CBBE occurs when the consumers are aware of the brand and holds some favorable, strong, and unique brand associations in their memory”. A literature review has been conducted on CE and CBBE. The study finds positive relationship between CE and CBEE. This study will help manager in decision making while tying up with celebrities.