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<p>Celebrity entrepreneurs are well-known in public due to their trustworthiness, expertise, attractiveness, respect, and similarity or a combination of these qualities. The research presents a methodology for investigating the impact of celebrity entrepreneurs’ characteristics on brand image. This study uses the descriptive research method to investigate how the characteristics of celebrity entrepreneurs influence the brand image. During this stage, the data collection process relies on journals, articles, past theses, and websites. This research serves as essential preliminary information before actual data collection is done. The empirical study will be incomplete if the findings from the literature are not included.</p>

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Unveiling the Role of Celebrity Entrepreneur Characteristics in Brand Image Formation: A Literature Review

  • 期刊论文

  • 发表日期：

    2025年10月6日

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  • Suhailah Musrul,
  • Azlin Zanariah Bahtar

摘要

Celebrity entrepreneurs are well-known in public due to their trustworthiness, expertise, attractiveness, respect, and similarity or a combination of these qualities. The research presents a methodology for investigating the impact of celebrity entrepreneurs’ characteristics on brand image. This study uses the descriptive research method to investigate how the characteristics of celebrity entrepreneurs influence the brand image. During this stage, the data collection process relies on journals, articles, past theses, and websites. This research serves as essential preliminary information before actual data collection is done. The empirical study will be incomplete if the findings from the literature are not included.