DOES CELEBRITY ENDORSEMENT STILL WORK?

摘要

Retailers, it seems, are unable to agree on whether celebrity endorsements appeal to consumers or not. According to recent research by Brand Licensing Europe, 75% of retailers believe that products endorsed by celebrities seE better than non-endorsed products. A survey of hundreds of retailers covering a wide range of sectors also found that over a third (34%) planned to buy more celebrity or entertainment related merchandise in 2010.