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Information × Registration Number 2120U001403, Article popup.category Стаття Title popup.author popup.publication 01-01-2020 popup.source_user Сумський державний університет popup.source https://essuir.sumdu.edu.ua/handle/123456789/80745 popup.publisher Sumy State University Description The ultimate goal of any business organization is to be prosperous in today’s increasingly competitive and dynamic markets where the cost of acquiring new customers has been found to be exponentially greater than that of maintaining existing ones, firms must continually explore ways of achieving higher customer retention rates. The building of a reputable brand image in the mind of the consumers is especially enhanced through the use of endorsers or spokespersons in the firm’s marketing communications; and celebrities are among the persons commonly used as endorsers or spokespersons in this regard. popup.nrat_date 2025-03-24 Close