Question

Please answer in paragraph form and this question is in term of Marketing. Thank you!!

Why would a celebrity want to be careful about endorsing brands that might be controversial? In other words what happens when a celebrity you like endorses a product that you do not like?

Answer 1

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A celebrity wants to be careful about endorsing brands that might be controversial because every celebrity wants to be more popular in their audience but any kind of controversial marketing of endorsing brands which not too much liked by their audience and celebrity may lose their popularity so celebrity wants to more careful from that brand's ads. And celebrity endorsement is a risky business because of the media saturation every customer that most people experience daily and make standard marketing as numb so there is a challenge for a marketer to attract people attention and that attention can hold by marketing by a celebrity as an advertisement. By the way of Celebrity Endorsement to get the brand make more noticed and the rush that product in the market place. Because of the controversial advertisement of celebrity starts to receive negative press then advantages received for the endorser as credibility established, increase attention, recall degree increases, associative benefits, psychographic connects etc. And when a celebrity you like endorses a product that you do not like then celebrity receive some negative responses as the reputation of celebrity will decrease after he or she endorsed the product, it changes the image of a celebrity, may overshadow the brand, endorsement marketing is more expensive because of higher payment for celebrity. Because of these effects celebrity wants to be careful about endorsing brands.