Unofficial celebrity endorsement

April 2003
Brand Strategy;Apr2003, Issue 170, p35
Trade Publication
Reports on the result of a study on the effectiveness of using celebrities in endorsing products. Association of model Katie Moss in the water brand Evian and moisturizer Nivea; Percentage of the respondents able to distinguish football player David Beckham with Adidas; Consumers that links girl band Mis-teeq and boy band Busted with the Coka-Cola product.


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