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The article presents what the celebrity endorsement is, how it is used and shows the possibilities of its use in brand promotion and influencing consumer decisions as well. As the research method, a quantitative study was selected, carried out in a group of consumers. The key conclusions suggest that the presence of public figures in brand promotion will attract the attention of consumers and make their product stand out from the competition.

acta universitatis nicolai copernici. zarządzanie/acta universitatis nicolai copernici. ekonomia/acta universitatis nicolai copernici. nauki humanistyczno-społeczne. zarządzanie/acta universitatis nicolai copernici. nauki humanistyczno-społeczne. ekonomia

ROLE AND IMPORTANCE OF PUBLIC FIGURES IN THE PROCESS OF CONSUMERS DECISION MAKING AND BRAND PROMOTION