“Kathniels on Lazada: The role of fans and its effect to celebrity endorsements"

• Main Authors: Castillo, Kalikasan U., David, Julius Adrian, Mangilet, Dave Vincent A., Saplagio, Janine Veronica
• Format: text
• Published: Animo Repository 2021
• Subjects: Endorsements in advertising; Celebrities; Fans (Persons); Advertising and Promotion Management; E-Commerce; Marketing
• Online Access: https://animorepository.dlsu.edu.ph/faculty_research/10345
• Institution: De La Salle University

Celebrity endorsement is a known marketing strategy globally. With the rise of celebrities, brands tap them to penetrate the fans. Kathryn Bernardo is one of the most sought-after product endorsers. In 2020, Lazada, a leading e-commerce platform in the Philippines, tapped her to be their prominent c...