Marketers prefer using celebrity reference group appeals because these appeals are the most effective despite their cost.

Question

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While celebrity reference group appeals can be effective due to their high visibility and influence, marketers do not always prefer them as the most effective strategy due to their high cost and the risk of celebrity behavior negatively impacting the brand. Other strategies might be more cost-effective and better suited depending on the target audience and product.

Marketers Prefer Using Celebrity Reference Group Appeals Because These Appeals