Celebrity Endorsement

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Why A Celebrity Endorsement Is A Double-Edged Sword

We all know the value of brand equity and the significant role it plays in the marketing strategy of every business. Increasing market share and customer acquisition (as well as retention) through the use of celebrities like Amitabh Bachchan or Priyanka Chopra and so on has been a consistent practice of brands for years now. And why not? These celebrities are strong brands in themselves and attract instant attention with their presence both on and off the screen.