The transference of brand attitude: the effect on the celebrity endorser

 

APRIL 26, 2011 Tue  Brand Perceptions Affect People's Views of Endorsers Celebrities can boost the impact of brands, but what effects do brands have on their endorsers? Research by Samuel Doss of Florida Institute of Technology finds that a celebrity's decision to endorse a poorly perceived brand can decrease consumers' perceptions of his or her attractiveness, trustworthiness, expertise, and credibility. Celebrities appear in 20%-25% of TV ads in the U.S., 57% in South Korea, and 85% in Japan. Source: The transference of brand attitude: the effect on the celebrity endorser