Impact of Celebrity Endorsement on Image of Infant Products Usages Among Nursing Mothers in Port Harcourt
Impact of Celebrity Endorsement on Image of Infant Products Usages Among Nursing Mothers in Port Harcourt
CHAPTER ONE
INTRODUCTION
1.1 Background of the Study
Advertisement is recognized as the fastest and most successful communication tool for businesses to develop an association and attract their target consumers. Among various sorts of communication techniques, the use of celebrity endorsement is greatly rising owing to the development of social platforms (Krotoski, 2011). These celebrities need not to be international superstars, they could be an individual from any field such as politics, science, entertainment, sport and so on, who is perceived as an idol, who enjoy public recognition and have a congruence with the brand image to constitute a compelling power to affect consumers’ buying intention and...
