Is Celebrity Endorsement a Midas Touch Or a Landmine

Abstract

Use of the current heartthrob celebrity is always considered a big shot in the armor of big brands to impress the masses. Huge gaps in between the incurred cost and the resultant revenues give impetus to the trend. But, many a times there are missed shots also. Instead of cooling the heels after a missed shot, at the initial stages the companies need to pay attention to the factors, which might have been responsible for the same.