Celebrities and Consumer Behavior

Paper Summary:

The idea for athletes or celebrities to endorse or promote products has been around as long as products have been advertised. The companies are willing to pay large amounts of money to secure a famous personality to appear with their product. A product can increase their sales many times over if they hire the right athlete or celebrity to endorse a certain item. A study of having celebrities or famous athletes endorsing products in this paper, reveals how a product can increase in popularity, how sales can go up or down and how product endorsement can increase an athlete's popularity.

From the Paper:

"Popularity of the celebrity and the product are very interrelated. A very popular spokesperson can help tremendously and increase sales. In addition, a relatively unknown can be elevated to stardom through endorsement and commercials. Through all of the advertising and endorsements, Michael Jordan made an estimated seventy million dollars last year alone."

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