A Study on How Celebrity Endorsers of Bench and Penshoppe Affect the Buying Behavior of Assumption Communication Students

A Thesis Presented to
The Department of Communication
Assumption College

In Partial Fulfillment of the Requirement
For the Degree of Bachelor of Communication
Major in Advertising

Stephanie Rae D. Galeos
Rameya Christelle C. Ramoso
February 18, 2013

Chapter 1
The Problem and the Review of Related Literature
Background of the Study Advertising is predominant to everyone. People are bombarded with advertisements. They rely on it; it makes their lives easier. Easier because they can get information from all the types of advertisements they see and hear everyday – print, billboards, online, television, radio, etc. Advertising can be perceived as an answer to one’s needs (basic and daily necessities) and wants (what they buy, but they do not need). Each of us is different, so we all have our perceptions toward a brand/product or other advertisements we see or hear. However, companies still look for the real reason why consumers buy, what they buy, and when they buy. This is because it will help them know what brand/product or service to offer in order to satisfy them, and possibly maybe, let them become loyal buyers/users. Consumers buy as they aim to satisfy their needs and wants. Consumer needs are their basic and daily necessities, while wants are the things they buy, but they do not really need, those which will improve/enhance their self-image. Today, we can see that advertising has started to bloom, so a lot of companies are doing the best they can do, not only to make people aware of their specialty brands/products, but also to make them buy and become loyal consumers. In order to achieve that major goal, companies began using a kind of advertising that can help them increase sales through people who can truly attract majority of the mass. This is what they call and we know as celebrity endorsement. Celebrity endorsement started in 1893 when well-known actress from Britain, Lillie Langtry appeared in an advertisement of Pear’s soap. People who see and hear celebrity endorsements tend to become drawn to the celebrity even if they do not see them face-to-face. Choi and Rifon (2007) describe it as “intimacy at a distance.” Emotions form when we see this kind of advertising, depending on how we know the endorser. Some say celebrity endorsements become effective when they attain influencing people by emotional means. In the Philippines, there are two local clothing brands competing with each other through using celebrity endorsers – Bench and Penshoppe. Penshoppe started as a school project between friends in 1986, and soon made its way to the clothing market when it was founded by Bernie Liu. Shortly, a year after, Bench was established with Ben Chan as its Chairman and CEO. Bench started out as seller of men’s clothes, and eventually became a clothing line for both men and women. Bench and Penshoppe did their earlier promotions using local celebrities, like Manny Pacquiao, Dingdong Dantes, Coco Martin, Anne Curtis, and Georgina Wilson for the former, and Nikki Gil, Heart Evangelista, Jericho Rosales, and Solenn Heusaff for the latter. It is in the recent years when the two brands went international with their celebrity endorsements in the Philippines became mainstream. Bench started from Taiwanese boy group F4’s Jerry Yan, as their first ever international celebrity endorser in 2003, American Idol’s Jasmine Trias, David Archuleta, Filipino-American singer Bruno Mars, David Archuleta, Joe Jonas of Jonas Brothers, Lucy Hale, Liam Hemsworth, Korean boy group Super Junior’s Lee Donghae and Choi Siwon, America’s Next Top Model contestants, Korean drama Boys Over Flowers actor Lee Minho to Maroon 5’s Adam Levine, and to their latest endorser, also from American Idol, 1st runner-up Jessica Sanchez. Penshoppe, who eventually became Bench’s main competitor, started from Thai movie A Crazy Little Thing Called Love leads Mario Maurer and Baifern Pimchanok, Vampire Diaries’ Ian Somerhalder to Gossip Girl’s Ed Westwick and Leighton Meester, and to the British boy band One Direction. Unfortunately, these brands have focused lately on international celebrities, and not on local ones. Companies feel that international celebrities create more buzz than local celebrities, so they used that strategy. The researchers think that the use of that strategy in local brands began due to the globalization of Asian, American, and British pop cultures. Nevertheless, it is unclear on how local and international endorsers influence the buying behavior of consumers. Influence, as in how and what makes consumers buy from these clothing stores – because of the celebrities, because of others and their perceptions, or because of the product attributes and their perceptions on the brand. To know the answer, the researchers have decided to make a study that will tackle how local and international celebrity endorsers affect the buying behavior of Communication students of Assumption College. The findings of this study will provide information: (1) about consumers of clothing brands, specifically Bench and Penshoppe, in what influences them in their buying process; and (2) in order to formulate a campaign proposal for another local clothing brand, Folded & Hung.

Review of Related Literature Celebrity Endorsement Schlecht (2003) defined celebrities as people recognized by majority of the public. They appear in public when they do their professions, like singing, dancing, or acting on stage or on TV, and when they attend events for them, like awarding ceremonies, and events they are invited to, like parties and other celebrations. Endorsements go around the seller, the endorser, and the target (Speck, Schumann & Thompson, 1988). The seller employs and asks the chosen endorser to consume and evaluate the product. The endorser then communicates his/her evaluation to the target, and, eventually, recommends the product. After the whole process, the seller gives the endorser his/her pay. Celebrity endorsements are done for the purpose of creating better brand/product image in a way that they associate it with a celebrity’s behavior or attitude (Ang, Dubelaar & Kamakura, 2006). Researchers Agrawal and Kamakura (as cited in Roy, 2006) said that companies who chose celebrity endorsement strategy experienced higher profitability. There is also more possibility of a larger market when they do celebrity endorsements, as stated by Pughazhendi, Thirunavukkarasu, and Susendiran (2011). Celebrities are used as endorsers by companies for the purpose of adding value to their brands and products (Amos, Holmes & Strutton, 2008). According to Levy (as cited in Ang, Dubelaar & Kamakura, 2006), a brand/product could be a symbol wherein its meaning can be used to create a consumer’s perception. This is through McCracken’s (as cited in Roy, 2006) meaning transfer model which explains that the society give meaning to celebrity endorsers, depending on their roles in society and what they show in media. The meaning is then transferred to brands/products endorsed. Once the society becomes consumers of the product, they look for its relevance to their lives. When consumers see the relationship between the celebrity and the brand/product being endorsed, it is easy for them to get the message of the advertisement (Speck, Schumann & Thompson, 1988).
In essence, the consumers must recognize the similarity between the brand/product and the message of the advertisement and the meanings that are transferred from the celebrity to the product. From this point, the advertisers must analyze the attributes of the brand/product and look for a celebrity endorser that has a relevant symbolic attribute with it. Once these symbolic attributes are transferred to the brand/product, these must be then moved to the consumers. It is in the consumer’s effort to possess these meanings and their relevance with the product in order to motivate them to make the purchase, as stated by McCracken (as cited in Bryne, Whitehead & Breen, 2003). Being able to show the relevance between a celebrity and a brand/product, through this theory, it will be easy for the consumers to recognize the message of the endorsement (Speck, Schumann & Thompson, 1988). A study by Amos, Holmes, & Strutton (2008) revealed possible source effects – evaluation of consumer on the meaning, using the status or image of the celebrity endorser as basis (in this perspective) – that influence the buying behavior of consumers. These source effects are celebrity performance, negative celebrity information, celebrity credibility, celebrity expertise, celebrity trustworthiness, celebrity likeability and familiarity, celebrity attractiveness, and celebrity/product fit. Celebrity performance refers to the achievement of a celebrity and how he/she maintains or promotes to that level of their chosen profession – actor, dancer, athlete, singer, etc. This source effect may have the tendency to fail when a celebrity performs unacceptably in the perspective of consumers. When consumers get used to seeing the product and its celebrity endorser, strong links of each other are made. Because of that, when the celebrity gets associated with negative information, it may also negatively ruin the image built on the brand/product. Thus, negative celebrity information. There is a possibility for the consumers to believe what celebrities say, making them credible sources. Under celebrity credibility are source credibility and source-attractiveness models. Ohanian (as cited in Amos, Holmes & Strutton, 2008) explains that source credibility is “a communicator’s positive characteristics that affect the receiver’s acceptance of a message.” Source-attractiveness is the attractiveness of consumer to a celebrity because of the relevance and the familiarity between them. The indicator for this is celebrity familiarity and likeability. The indicators on whether or not a message is effective are celebrity expertise and celebrity trustworthiness. Celebrity expertise is how celebrities are perceived by consumers to be credible sources, according to Erdogan (as cited in Amos, Holmes & Strutton, 2008). Celebrity trustworthiness is the confidence of the consumer to believe the message of a celebrity endorser. Celebrity familiarity, as defined by Erdogan (as cited in Amos, Holmes & Strutton, 2008) is the awareness or knowledge of consumers due to exposure and celebrity likeability is the consumers’ acceptance of the brand or product endorser through its physical appearance and attitude or behavior. Celebrity attractiveness specifies the effectiveness of celebrity endorsement. This source effect does not only include physical attractiveness of celebrities, but also their personalities and abilities. A study conducted by Joseph (as cited in Amos, Holmes & Strutton, 2008) concluded that using attractive endorsers are more effective than less attractive ones. Baker and Churchill (as cited in Amos, Holmes & Strutton, 2008) conducted another study of the same matter. It had the same result, of being effective in letting people aware, but not in making them buy the product. Celebrity/product fit is how relevant the brand/product is to the celebrity endorser. It is considered more effective if there is strong relevance between the two. Till and Busler (as cited in Amos, Holmes & Strutton, 2008) studied this matter, and it does not seem to affect the buying/purchase intention of consumers. Celebrities are often seen in advertisements. There are times when they become the image of brands/products they are not experts on (Khatri, 2006). Clark and Horstman (as cited in Khatri, 2006) say that companies choose the strategy of using celebrities as endorsers, believing that it will improve their market performance and will add more value to the brand/product being endorsed. Thus, it builds an image, and consumer perceptions come up. Implementing the celebrity endorser strategy, however, has risks. The risks are: (1) possibility of brand/product to be overshadowed by the celebrity, wherein consumers focus more on the celebrity, and not on the brand or product being endorsed; (2) difficulty in promoting the brand without the celebrity endorser as consumers get used to seeing the two, making them build an image of the two as one; (3) the rise of “competitive and knowledgeable” (Khatri, 2006) consumers, who may have the tendency to question celebrity credibility, as they have already been exposed to different brands/products endorsed by celebrities; (4) negative associations to the celebrity or the brand/product might harm not separately, but as one; (5) several brand- or product- endorsement projects for celebrities are confusing the consumers; (6) involvement of celebrities in scandals might also affect the image of the brand/product a company chose to be endorsed by them, or even the company as a whole; (7) overexposure of celebrity endorsers might lead to negative brand perceptions; and (8) multiple endorsements of a celebrity might lose its credibility to consumers as they see it as lack of brand/product loyalty, as observed by Kaikiti, Mowen & Brown (as cited in Khorkova, 2012). In Hsu and McDonald’s (as cited in Zahaf & Anderson, 2008) study, however, multiple celebrity endorsements are more effective than single ones as they tend to have a wider target. On the other hand, this strategy also has its positive impacts, which is termed by Khatri (2006) as “returns.” Celebrity endorsing: (1) helps in building brand or product awareness as it attracts attention, depending if consumers know or how they know them; (2) can influence consumers emotionally because of their attachment to the celebrity before and during the endorsement; (3) helps companies in conveying their ideas to their target market; and (4) may also make fans want to experience the brands or products used by their idols by purchasing the product. In reference to the study of Ekberg, Mellgård & Micko (2010), local celebrities can be used as endorsers because they can be as effective as international celebrities do. The researchers emphasized that use of local celebrity endorsers cost less than going international. Consumers can decide on all possible meanings they want to transfer to a brand/product. Sometimes, it depends on the culture they have grown up or adapted in. Advertisements are perceived as well-created when they are successful in conveying the meaning they want the consumers to think of. Pae, Samiee, and Tai (as cited in Ekberg, Mellgård & Micko, 2010) believe that it is easier for consumers to relate themselves when local celebrities are endorsers because they live in the same culture. Using local celebrities as endorsers can also improve brands/products which consumers know a little to no information of as these need to be introduced to the local public first. Local celebrities are perceived to be realistic as local consumers see them almost every day, making them easy to relate with. Pae, Samiee, and Tai (as cited in Ekberg, Mellgård & Micko, 2010) discovered that local-celebrity endorsed brands/products are perceived as more appealing, less irritating, and more preferred than foreign ones. These endorsed brands/products also have higher possibilities of being purchased. Chao, Wührer & Werani (2005) conducted a study on how foreign celebrities endorsing brands/products can positively or negatively affect a consumer’s attitude or behavior, consumer’s thoughts, and consumer’s intention of buying the product or becoming loyal to a brand. There were only a small number of studies done on this matter, so the researchers, who are in the United States (US), chose Austria which speaks a different language and lives in a different culture. Chao, Wührer & Werani (2005) got a result concluding that using their celebrities as endorsers in another country is achievable, but it does not mean that purchase intention is possible. In order to make consumers buy the product, the product company should focus highly on making high consumer-involvement. Many companies, like clothing lines for example, have been trying to expound their market internationally (Bryne, Whitehead & Breen, 2003). The challenge of marketing internationally is getting celebrities that best match a company’s brand/products. The key element of this matching process at an international level is acquiring celebrities known globally or internationally. Typically, these celebrities are from the fields of sports, music, or the usual people the public see in Hollywood. Consumers, on the other hand, do not need to be aware of the endorser’s skills, but they must recognize the field the celebrities are popular in. Although international celebrities are considered key elements in the international market, the companies must also ensure that these international celebrity endorsers must not over power the product’s image. Consumer Buying Behavior Others’ perceptions have the tendency to change one’s attitude or behavior (Gunther & Storey, 2003). One factor which does this is the mood. It affects how people think, make perceptions of others and oneself, and how they make decisions every day. Media communicate in ways which will regulate the public's frame of mind (Knobloch, 2003). Once people start reacting to it, it will provide media the idea on how and what they will do to match to their moods. Many researchers have already investigated on the role of mood in consumer behavior (Gardner, 1985). Isen (as cited in Gardner, 1985) worked with Gardner. They concluded that: (1) mood might make a consumer become biased in making judgments; and (2) when one is in good mood, there is a high possibility of a consumer giving positive insights about a brand/product and they decide at once, but negative results might happen when not in good mood, like asking or looking for more information about the brand or product. However, according to Till and Busler (as cited in Pughazhendi, Thirunavukkarasu & Susendiran, 2011), positive perceptions of consumers towards brands/products do not all the time lead to having an intention of purchasing. Rook (as cited in Gardner, 1985) says that consumers do impulse buying to answer two needs: utilitarian needs – what consumers want – and emotional needs – what consumers buy to feel good or shift from a negative mood state. From those conclusions, it is found out that mood affects consumer buying process. Celebrity credibility is another factor which influences one’s attitude/behavior (Choi & Rifon, 2007). This is in the context of consumers idolizing celebrities. At times, idolizing a celebrity leads to a consumer emulating their style and behavior, and purchasing the same product being used by the idol celebrity. This happens because consumers see these famous people as their ideal self if ever they find similarities between themselves and the celebrities. After knowing the similarities, they would want to become users of the products the celebrities use, making a company’s brand/products increase their profitability.

Theoretical Framework Elaboration Likelihood Model Theory Elaboration Likelihood Model (ELM) explains that involvement level is an essential factor in knowing how advertisements affect consumer attitudes or behaviors toward a brand or a product. This is according to Petty and Cacioppo (as cited in Oh & Jasper, 2006). Through elaboration, we get to determine the process which affects the attitude or behavior because profound thinking on the essence of the message is done by the consumers. Under this model, there are two routes that affect the attitude or behavior of consumers when purchasing a product (depending to their level of involvement): the central route and the peripheral route. Central route focuses on how a consumer is motivated or involved. It is where a consumer does critical thinking, including careful examination of information and issue relevant to it, before product purchase as the involvement level is relatively high. Lamb, Hair, McDaniel, Boshoff, and Terblanché (as cited in der Waldt, la Rey, Schleritzko & Van Zyl, 2007) asserts that information is an essential aspect consumers look for as it helps them in their buying process. In contrast, peripheral route is when a consumer relies on his/her own perceptions due to low level of involvement, that is why they still look for credible communicators for more information. There are some consumers; however, who depend on the approval of the majority of the people to become involved (O’Keefe, 2008). This is because these people have already been exposed to media (Potter, 2011). Clothing advertisements are being made in order to answer the demand of consumers for ease and accessibility (Oh & Jasper, 2006). With the use of Elaboration Likelihood Model (ELM), a study was conducted to find out how consumers make perceptions and how their attitude forms or changes on clothing advertisements. It included two possible factors which Oh & Jasper (2006) considered influencers – the involvement level (high or low) and the product type (expressive or utilitarian). Involvement level is defined by Oh & Jasper (2006) as “the amount of attention one pays to an advertisement when evaluating a product or brand.” Expressive products are what consumers want, wherein they purchase products not actually as important as utilitarian products. Utilitarian products are the needs of consumers. Although expressive and utilitarian products are both essential to consumers, they see these two separately when purchasing. The study concluded that high involvement makes consumers’ thought process on clothing advertisements more profound – which more likely influences the attitude or behavior – than that of low involvement, wherein consumers do not spend enough time to process the message. Under product type, high involvement means the attitude of consumers are influenced by how weak or strong the message of utilitarian products is, and low involvement means the attitude of consumers are influenced on the attractiveness of expressive products.

Conceptual Framework
Buying Behavior of Assumption Communication Students towards Bench and Penshoppe Clothing Lines

Statement of the Problem The purpose of this study is to discover how local and international endorsers of Bench and Penshoppe affect the buying behavior of Assumption Communication students. In order to attain the general objective, the researchers aim to answer the following questions: 1. What are the consumers’ outlooks on the relationship between the celebrity and the brand/product they are endorsing? 2. What influences the buying behavior of Assumption Communication students when it comes to local and international endorsers of Bench and Penshoppe? 3. What appeals to the consumers more: Bench or Penshoppe? 4. What standards/criteria should Bench and Penshoppe consider in choosing endorsers?
Hypothesis
Based on the information gathered, the researchers came up with a hypothesis. Ha: Consumers buy from Bench and Penshoppe because of their celebrity endorsers; not because of the quality and design of their products. Ho: Consumers buy from Bench and Penshoppe because of the quality and design of their products; not on their celebrity endorsers.
Scope and Limitations The scope of the study encompasses: 1. Consumers’ thought process in buying clothes. 2. Through surveys, the study will know of the buying behavior of consumers, their thought process and what influences it, and their preference between Bench and Penshoppe. 3. The respondents will be one hundred (100) Communication students from Assumption College located in Makati City. 4. Through focused interviews, the researchers will gather information from representatives of Bench and Penshoppe on how they came up with the celebrity endorsement strategy, their standards/criteria in choosing celebrity endorsers, and their market performances after implementing the strategy. 5. This study shall propose a campaign for Folded & Hung clothing lines, covering the month of October 2013 for the Spring-Summer Philippine Fashion Week.

Limitations of this study would be: 1. Information will only be gathered from Communication students of Assumption College and representatives from Bench and Penshoppe through surveys and focused interviews, respectively. 2. Since Assumption College is an exclusive all-girls school, only perceptions of women will be taken note of and be used for the whole study.
Significance of the Study The primary concern of the study is to provide enough information to companies using celebrity endorsements and their consumers, and whether or not it made a positive impact in creating awareness and their market performances. This study will be beneficial to: Clothing brand producers/sellers. Clothing brand producers/sellers will be provide information if choosing the celebrity endorsement strategy is effective in a way that it will not just create awareness, but also improve their market performance. In addition, they will also know what is more effective between local celebrity endorsers and international ones. Clothing brand consumers. These consumers will be able to identify who and/or what influences them in their buying decision process – celebrity endorsers or product quality and other attributes. Local and international celebrities. These celebrities will gain knowledge about the brand they are endorsing, and whether or not their personality and/or they themselves have a connection or relevance to the brand/product they are asked to endorse for. Advertising students. For future work of these students, the results of this study will serve as a guide in choosing right celebrities to promote their brands/products for an effective endorsement. Marketing students. From this study, these students will learn of the extent of the effectiveness of the celebrity on the brand, and whether or not the celebrity endorsement is a good strategy, not only to create awareness, but also to increase. Future researchers. The findings of this study shall provide information to the future researchers who will make similar studies.
Definition of Terms For clearer understanding of this study, below are the meanings of the terms used by the researchers for each variable: Celebrity According to Schlecht (2003), a celebrity is a person recognized by majority of the public, with professions, like acting, dancing, and singing on stage or on television. Operationally, it refers to a person with a profession well-recognized by majority of the public. Local Celebrity Ekberg, Mellgård & Micko (2010) define a local celebrity as a person famous within his/her country. A local celebrity is a person well-known by majority of the public only within the country. International Celebrity Conceptually, an international celebrity is a famous celebrity globally (Ekberg, Mellgård & Micko, 2010). It refers to a person famous inside and outside his/her country.
Endorsement
Endorsement happens when brands/products get associated with celebrities, whether or not it is the celebrities’ expertise (Khatri, 2006; Roll, as cited in Mukherjee, 2009). It is when a brand/product is being promoted through different types of advertisements. Celebrity Endorser McCracken (as stated in Mukherjee, 2009) is “any individual who enjoys public recognition and who uses this recognition on behalf of a consumer good by appearing with it in an advertisement.” Operationally, it refers to a celebrity who is associated with a brand/product endorsement. Celebrity endorsement McCracken (as cited in Byrne, 2003) defines celebrity endorsements as when advertisement features a person known by the public, promoting a brand/product. It is when a celebrity is used to endorse a brand/product. Consumer buying behavior Conceptually, it is the cognitive and emotive process consumers go through before and during product purchase. It refers to how consumers think and what consumers consider before purchasing a product. Globalization It is an inevitable phenomenon in human history that has been bringing the world closer through the exchange of goods and products, information, knowledge, and culture. People from foreign countries go to another country and influence the people who are in that country about their culture. Pop Culture Conceptually, it is generally recognized as the vernacular or people’s culture that predominates in a society at a point in time (Anonymous, 2007). This is a culture based on the popularity and taste in general. Clothing line It is a group of clothing products related based on their similarities, and is marketed under one brand (Kotler, Armstrong, Saunders, Wong, 1999). Different types of clothes produced by one brand.

Chapter II
Method
This chapter will discuss the methods the researchers will use in order to attain its objective while conducting the study.
Research Design The researchers will use both qualitative and quantitative research designs. Under quantitative, surveys will be conducted. For the qualitative design, focused interviews will be done.
Participants and Sampling Technique The researchers will obtain one hundred (100) Communication students of Assumption College as its participants for the study. Purposive sampling shall be used as these respondents should be aware of the product/s endorsed by the chosen local and international celebrities of Bench and Penshoppe. The surveys for the students will be conducted at Assumption College in San Lorenzo, Makati City, and focused interviews with the Bench and Penshoppe representatives will be done in a place where the researchers think they would be comfortable with.
Research Instruments Since the researchers are using both quantitative and qualitative research, they will be using the following instruments for the study: The researchers will be using questionnaires in conducting the survey. The results will serve as a basis in finding out what influences the buying behavior of Assumption College students in purchasing from Bench and Penshoppe clothing lines. The researchers will do a one-on-one interview with a representative from Bench and another representative from Penshoppe to discover how they came up with their celebrity endorsement strategy. Guide questions will be provided for a thorough talk to the interviewees. Through field notes, the researchers can jot down information needed for their study. To avoid repeat interviews, a video and/or a voice recorder shall be used. This, however, shall only be done with the consent of the interviewees as they might be uncomfortable.
Data Gathering Procedure The researchers shall ask permission from the respondents of their willingness to answer before handing the survey. If there are any, the researchers will follow the conditions implemented by the respondents in answering the survey. The researchers will ask of the availability of the communication students through their respective block representatives. Once the researchers and the block representatives have agreed on the availability of the students, the former will then reserve a room. Before conducting the survey, the students will be asked to analyze the different ads of Bench and Penshoppe. After carefully viewing them, the researchers will then proceed with the survey. One hundred (100) Communication students of Assumption College shall first answer the survey. After gathering the data and examining the results from the survey, the researchers will determine which of the hypotheses is true. To further expound the study and add more information, the focused interviewers shall take place. The researchers will interview each representative from Bench and Penshoppe separately as a respect for the two competing clothing brands. The information gathered from the interviews shall then be added to the results and discussion of the study.

Method of Data Analysis For the quantitative method, the survey questionnaire will be in a form of multiple choice, and results will be measured through percentage scale. The researchers will be using descriptive statistics in analyzing the data from the surveys as it would include tallying of score and finding their corresponding percentage. This method will be used will determine what influences the buying behavior of the Assumption Communication students. For the qualitative method, the researchers, contextual analysis shall be used as the method for analyzing the information gathered from the interview. The researchers will be asking the questions “what, why, and how” to further understand and analyze the data. After obtaining the information gathered, the researchers will propose a campaign that will help companies/organizations not just raise awareness, but also create purchase intention of their used of local and international celebrity as endorsers of their brand/products.

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