Abstract

Currently most of the marketers use celebrity endorsement as an effective promotional tool, where celebrities are the well known individuals to the public, and this celebrity endorsement in advertisements have impact on customer based brand equity. Even though, there is a relationship between celebrity endorsement and customer based brand equity, many scholars have implied that several variables and dimensions also impact on these celebrity endorsement and customer based brand equity broadly. This qualitative comprehensive review explores with the various literature supports for the relationship variables to celebrity endorsement and customer based brand equity. To extend and facilitate further studies contextually and empirically, a comprehensive model is presented to demonstrate how these relationship variables relate to celebrity endorsement and customer based brand equity. This study with a comprehensive and complex model contributes to the existing literature and enhances the studies, which are related to the celebrity endorsement and customer based brand equity.

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