Owing to the rising popularity of celebrities and professional athletes, most top brands have started using them as brand ambassadors in their TV commercials and newspaper advertisements. Brands are likely doing this because youngsters consider celebrities and professional athletes their _____.

Question

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Aspirational reference group refers to a group of individuals whom a person wishes to emulate or aspire to become. The use of celebrities and professional athletes as brand ambassadors is likely to appeal to youngsters who consider them as role models and aspire to be like them.

Owing to the Rising Popularity of Celebrities and Professional Athletes