A primary factor considered by executives in the selection of a celebrity endorser is celebrity credibility.

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Celebrity credibility is one of the primary factors considered by executives in the selection of a celebrity endorser. Celebrity credibility refers to the extent to which the celebrity is viewed as trustworthy, reliable, and authentic by the target audience. It is important for the celebrity to have credibility in the eyes of the audience so that they believe in the message being conveyed and are more likely to purchase the product or service being endorsed.

A Primary Factor Considered by Executives in the Selection of a Celebrity