This link has been bookmarked by 1 people . It was first bookmarked on 15 Nov 2009, by Cass Yeap.
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15 Nov 09
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no due diligence as to that effect of such a celebrity on the image and identity of the brand
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channel of communication in which a celebrity acts as the brand’s spokesperson and certifies the brand’s claim and position by extending his/her personality, popularity, stature in the society or expertise in the field to the brand
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Celebrity endorsement
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diligently practices brand management
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celebrities’ perceived expertise and trustworthiness
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