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The role of Celebrity endorsement in marketing
Celebrity endorsement 2
Celebrity endorsement is a crucial marketing tool that emerged in the early 1760s. In the
United States, Celebrity endorsement is highly popular, and at least 25% of all print and
television advertisements have featured celebrities (Muda, Musa, & Putit, 2017). In 2015 Nike
Inc. signed a lifetime endorsement deal with Lebron James, that will see the basketballer pocket
at least 1$ billion by the time he attains 64 years. Like Nike, other companies such as Puma are
investing heaving in celebrity endorsements. Celebrity endorsements have proved to be an
essential tool through which companies can attract new consumers, build brand equity, and
generate more revenue.
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