Celebrity sells. We see famous faces everywhere - on billboards, on television, on public transport, on social media, in the newspapers and magazines. But do we ever wonder why a particular individual whose achievements in film, music or sports that have no relevance to the endorsed product would be attractive to consumers?
Why would Jura appoint Roger Federer to be its global brand ambassador for coffee machines? Why would Novita engage singer Kit Chan to endorse air sterilisers? Would fans of Cristiano Ronaldo and Beyonce eat KFC or drink Pepsi because their idols are the spokesmen for these brands?
TO READ THE FULL ARTICLE
Thank you for reading The Straits Times
You have reached one of our Premium stories. To continue reading, get access now or log in if you are a subscriber.
What is Premium?