Celebrity Endorsement to Reinforce Brand Value: An Exploratory Analysis in the Outdoor&Mountaineering Industry

The commercial promotion of products and services through celebrity endorsement is becoming increasingly common, as it is believed to strengthen brand awareness and reputation. In the "outdoorm secondly, because the responses to our research questions have given us valuable insights into the topic, enabling us to contribute to the debate on the evolution of branding in a commodity category in which consumer experience is key and the effects of community and the need for innovative communication methods based on the creation of brand credibility and loyalty are very evident.