Who Is the Celebrity in Advertising? Understanding Dimensions of Celebrity Images.

The article provides a research study of the positive impact of celebrity endorsers in the society in advertising. The research is carried out in three phases including exploratory phase that qualitatively measures self-concept, brand image, and credibility. The article states that celebrities draw more attention to the advertisements they appear in and brands they are associated with and can create, enhance and change brand images. The article mentions that the celebrities who represent up-to-date and dominant values in a fragmented and diverse society might facilitate the existence and evolution of the cultural entity.