The Impact of Celebrity Endorsement on Strategic Brand Management
OGUNSIJI, A. Sola

Abstract
The essence strategic marketing for profitable value delivery process in present day hyper competitive economy is found to incontrovertible. This research investigates the impact of celebrity endorsement on strategic brand management. It established a correlate between the success of celebrity endorsement of brands and the power of the brand in the market place. The paper found out that the power of a brand in the market place springs forth a cumulative function of the effectiveness of the whole endorsement process reflecting high profile brand market acceptability convergent on identifiable brand scape characterised by both the cognitive, affective and behavioral attitudes of the endorser. This convergence reflect nor only consistency in repeat preference but also centrality and high intensity, in the promotion on brand value, nearing brand addiction. This paper however recommends a global brand management team for marketing organizations adopting multiple endorsements.

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