Celebrity Brand Index

In the world of celebrity branding, endorsements and sponsorships are increasingly important. Using celebrities to promote products and businesses is a powerful way to increase sales and brand recognition for companies. However, celebrity endorsements must be carefully considered and executed in order to avoid damaging the company’s image and reputation. Read more emirateswoman.com

According to a recent study, Millennials are more likely to boycott brands that endorse celebrities they dislike, especially when the celebrity is not related to the product or business. In addition, the surveyed generation is more likely to buy a brand that is associated with a celebrity that they like and respect.

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Celebrity-brand congruence is more influential on buying intention than publicity, which is why it’s important for marketers to choose the right celebrity for their product and brand. Moreover, companies should communicate the celebrity-brand congruence and the association between the two to ensure a positive impact on consumers’ attitude toward both the brand and the celebrity.

As the demand for celebrity-branded goods continues to grow, brands are exploring new ways to attract consumers. In particular, some companies are opening retail stores to lower the cost of acquiring customers. Other celebrities are forming their own companies in which they take an equity stake, such as actress Gal Gadot’s GOODLES macaroni and cheese company and actor Rob McElhenney’s Wrexham football club.