Özet:

Under increasing competition, advertising is one of the most effective methods for brands to reach their customers in their marketing communication processes. Rate of celebrity usage in advertisement is 50% in world average whilst 70% in Turkey. In this study, it is aimed to analyse the relationship between brand trust and brand sympathy by specifying the brand equity dimensions of celebrity usage in brand communication. It is also aimed to show dependency of these relations on sectoral content of advertisement even include same celebrity.

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