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ISSN 2063-5346
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INFLUENCE OF CELEBRITY ENDORSEMENTS ON EMPLOYER BRANDING

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Dr M.Govindaraj1*, Dr R. Satish Kumar2
» doi: 10.48047/ecb/2023.12.si5a.0199

Abstract

This paper attempts to investigate the effect of celebrity endorsements on employer branding. It is important that the endorser must have very high integrity, and credibility which in turn influence customers' brand preference and buying intention. Celebrity endorsements are one of the important strategies used by the marketers for enhancing the corporate image and also for branding their products and services. Critical outcomes were reasoned to uphold the speculations that celebrity supports truly do affectcustomers’ buying intentions and brand preferences

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