... consumers as possible. Brand image has been defined as "perceptions about a brand as reflected by the brand associations held in memory" (Keller 1993: 3) Compared to other forms of advertising the use of a celebrity endorser as a source of marketing communication has increased over the past few years. Mill ward Brown, a market research company specialising in brand advertising estimates that one in five adverts in the U.K now feature a celebrity (The Independent 3:05). Rutherford (2003:30) states..."celebrity offers us an image of what is typical, which it then helps to create by inviting us to identify with that image. Celebrity arouses strong emotions by promising an intimate encounter with someone whose personality has been exposed to close public scrutiny." Further support of Rutherford is given by (Cohen & Golden 1972) who say "The identification process1 occurs when influence from the celebrity is accepted as a result of a ...

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