1.1 Background to the Study
Today, one of the most prevalent forms of advertising is through the use of celebrity endorsement. In fact celebrity endorsers are being used extensively in almost all television advertisements for the promotion of different brands, products and services. Marketers invest huge amounts of money in contracts with celebrity endorsers each year, with the belief that celebrities affect the process of selling of their brands or products positively. Marketers use celebrity endorsement in order to help in easy brand recall especially during purchasing situations.