Celebrity endorsements often bring attention to a product but generally do not "sell" the product. Depending upon the demographic segment being targeted, the endorsement may generate sales. Here is a fun fact. Based on NPD data 57% of 13-18 year olds said their purchase was influenced by a celebrity where only 21% of overall shoppers reported being influenced by a celebrity (NPD, 2017). I am sure you can think of several reasons why using a celebrity to endorse a product might create problems for the company or brand. While at the same time it might mean positive growth as a customer may associate the brand with the celebrity and consider that brand for purchase. Tiger Woods had a positive impact on the sale of Nike products until the personal incident occurred where it was revealed that he had had an affair. Several brands that he endorsed quickly pulled the agreements to protect the brand's image. Last year we watched U.S swimmer Ryan Lochte loose all four of his brand sponsors after a controversial incident at the Rio Olympics. 

 

http://www.marketingdive.com/news/olympic-swimmer-ryan-lochte-loses-all-his-sponsors-after-rio-scandal/424945/

 

Can you think of other examples where a celebrity endorsed product created negative results or positive results? Why do you believe brands are concerned about endorsements?

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Status NEW Posted 14 Sep 2017 01:09 PM My Price 8.00

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