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The consumer does not buy premium priced products more than once on that basis, and so unacceptable quality cannot be masked by a celebrity presentation. There's one fact that advertisers need to keep in mind when using celebrity endorsements?never let the celebrity become your brand. If so, you'll run the risk of killing the brand no sooner has the hype and hoopla around the celebrity faded. It's also important to be clear about why a brand should use a celebrity. Is it to boost sales or to boost image? Or is it just to keep the brand alive? If it's to increase sales, the celebrity should be used for short-term promotions and brand activities...
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