Are Celebrity Endorsements Worth the Big Bucks or the Gamble? The new frontier for firing up a brand

By: AdWeek


The best way to a consumers heart may not be a celebrity endorsement. “It really only improves your odds with those people who are fans of the celebrity,” said Bruce Clark, marketing professor at Northeastern University’s D’Amore-McKim school. However, the glint of having exposure to all of Katy Perry's twitter followers may just make it the gamble retailers are willing to pay.