Celebrity Endorsement Impact
Celebrity endorsements cause a lot of debate weather they actually add to a brand or if it is just a lazy attempt to bring in more consumers. Companies invest large amounts of money to hire the "right" celebrity. Companies have to match the value of the celebrity to the value of the brand. We live in an over-communicated world. A supermarket has thousands of brands, and a typical family has at least one television, computer or phone where one sees hundreds of ads per day. The media-explosion we have seen over the past few decades is incredible. The problem with all the information thrown at people is that most people forget most of the information in just a day. Companies endorse celebrities for this reason as well as others. Studies correlating with celebrity endorsement show that consumers react positively with celebrity endorsements. Companies invest large amounts of money to find/use a celebrity that has qualities like trustworthiness and like-ab
