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Celebrity endorsements of high involvement brands evoke cognitive evaluations that can erode brand equity and affect celebrity credibility

   
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Title: Celebrity endorsements of high involvement brands evoke cognitive evaluations that can erode brand equity and affect celebrity credibility
 
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Subject: Business
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Date: July 31, 2007
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Length: 12 / 3289
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It can also lead to the erosion of credibility that a celebrity enjoys within a public domain thus adversely affecting chances of endorsements in the future. Introduction: In today's competitive environment, it's not just enough to have a product of good quality, it is important that the product is better than your competitor's product and above everything else comes a relation; a relation between the company and its customers...
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Building such a relationship is a challenge faced by most modern day marketers. Over the years, marketers have explored various avenues to build a lasting relationship with its customers. One of the most successful ideas to come across has been to "build a brand"...
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