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    Relationship between Branding and Celebrity Endorsement

    The organization was incorporated in the year 1964 and has grown in leaps and bounds since then. Wal-Mart has always promised low prices to the customers and hence the tagline of the organization also promises ‘always low prices, always’. By creating high proficiency in the supply chain, the organization is able to reduce its cost and thereby transfer the benefit to the end consumer. Since the organization is considered as a leader in supply chain management and cost leadership, it has created a positive brand image in the minds and hearts of the target audience. Recently the organization was in a controversy because many experts criticize Wal-Mart because of its employee management. The allegation was related to human resource strategy of the organization. In the Canadian market, the organization was also sued in the court of law (Azad, 2011). However, because of a positive brand image, the stakeholders maintained their trust and credibility in the operational activities of the organization. Therefore, the sig……………………

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