Abstract:

In the world of business, celebrity endorsement is essential for brand promotion in the market space. Beside the persuasive nature of advertising, celebrity endorsement exerts information that reinforces brand values as well as deliberately projecting a good or service to a particular target audience in an excellent light, in which consumers become favorably disposed to a product. This study examines the multiple uses of celebrities in promoting brand preference and image, using Globacom service as an example. This study is anchored on the transfer of meaning model and the source credibility model, which underpins the nature and practice of multiple celebrities in brand promotion. The method adopted was survey and its instrument was the questionnaire. Two hypotheses were tested and analyzed in this study. From the result of the study, it revealed that the use of multiple celebrities influences brand preference and image. It was suggested that advertisers and brand experts place significance in celebrity research to understand the nature and principle of the use of celebrities in brand communication.