It's often quoted that celebrity endorsement advertising has been recognized as "an ubiquitous feature of the modern marketing". The researches have shown that this kind of engagement has been producing significantly more favorable reactions of consumers, that is, a higher level of an attention for the advertising messages, a better recall of the message and a brand name, more favorable evaluation and purchasing intentions of the brand, in regard to engagement of the non-celebrity endorsers. A positive influence on a firm's profitability and prices of stocks has also been shown. Therefore marketers leaded by the belief that celebrities represent the effective ambassadors in building of positive brand image or company image and influence an improvement of the competitive position, invest enormous amounts of money for signing the contracts with them. However, this strategy doesn't guarantee success in any case, because it's necessary to take into account many factors. This paper summarizes the results of previous researches in this field and also the recommendations for a more effective use of this kind of advertising.

advertising; celebrity; endorsement; brand image; consumer