1. Stars CELEBRITY ENDORSER’S

2. IMPACT OF CELEBRITY ENDORSEMENTS ON BRANDS HARSH (60)

8. Advantages

9. Establishment of Credibility 1

10. Ensured Attention 2

11. Higher degree of recall 3

12. Mitigating a tarnished image

13. Psychographic Connect 4

14. Associative Benefit

15. Rejuvenating a stagnant brand 5

16. Dis - Advantages

17. The reputation of the celebrity may derogate after he/she has endorsed the product 6

18. Celebrity becomes bigger than the Brand

19. Inconsistency in the professional popularity of the celebrity

20. Multi brand endorsements by the same celebrity would lead to confusion 7

21. Celebrities endorsing one brand and using another 8

22. Mismatch between the celebrity and the image of the brand