Positive and Negative aspects of celebrity endorsement
1. 2. 2.1. 2.2. Positive Aspects According to Amos et al (2008) , marketers have been encouraged to make use of celebrities for endorsing their products due to increasing competition. This process helps in attracting increased number of customers towards the product. In addition to this, advancements in the technologies used in media such as cable, video control systems, satellite televisions and DTH has influenced heavily the consumer power over advertisement. This advancement has made the process of advertisement more challengin...