Celebrity endorsements can positively impact brands by establishing credibility, ensuring attention from customers, and increasing recall of the brand. However, celebrity endorsements also carry risks if the celebrity's reputation becomes tarnished or if they endorse multiple competing brands, which can confuse customers. While celebrity endorsements do not always guarantee increased sales, when used strategically they can help drive brand awareness and recall if the celebrity's values align with the brand image.

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