Celebrity branding or celebrity endorsement is a form of advertising campaign or marketing strategy which uses a celebrity's fame or social status to promote a product, brand or service, or to raise awareness about an issue.[1] Marketers use celebrity endorsers in hopes that the positive image of the celebrity endorser will be passed on to the product's or brand's image.[2][1] Non-profit organizations also use celebrities since a celebrity's frequent mass media coverage reaches a wider audience, thus making celebrities an effective ingredient in fundraising.[3]
^Lee, J.; Thorson, E. (2008). "The impact of celebrity-product incongruence on the effectiveness of product endorsement". Journal of Advertising Research. 48 (3): 3. doi:10.2501/S0021849908080446. S2CID167598069.
^Dominguez, R.; Herrero, A.; Salmones, M. (2013). "Communication using celebrities in the non-profit sector: determinants of its effectiveness". International Journal of Advertising. 32: 1.
