The role of celebrity advertising on brand patronage
Celebrity advertising has been regarded as a strategic marketing communication tool that aids productivity of goods and services of firms or organization across the globe. Okorie (2010) has reasoned that advertising is the means of promoting brands and create unshakeable consumer preference for the brand. The job of celebrity advertising is indeed to seduce one brand’s loyal users and to...
Published at International Journal of Research in Computer Application and Management
Published in 2011
Okorie Nelson and Adeyemi Aderogba
Okorie Nelson » Nelson Okorie is one of the seasoned lecturers in the Department of Mass Communication, Covenant University. He has his first degree in Public Relations and Advertising (Bsc.), and a second degree in Mass Communication (Msc). Recently,he obtained his Ph.D thesis, which focused on the influence of media awareness campaigns on breast cancer care among women. view full profile
Effective Use of Information Sources for Breast Cancer Care: Interplay of Mass Media and Interpersonal Channels