8 May 2003

When the Stars Don't Shine

Companies are spending millions to obtain celebrity endorsements for their products. Unfortunately, much of that money is wasted.

by William J. McEwen
Author of Married to the Brand (Gallup Press, 2005) and coauthor of the Harvard Business Review article "Inside the Mind of the Chinese Consumer"
From automakers to soda marketers, companies are desperately searching for celebrities to endorse their products -- regardless of whether they're effective at building their brands. What value do these stars really add?
William J. McEwen, Ph.D., is Global Practice Leader for Gallup's Brand Management practice. He is the author of Married to the Brand (Gallup Press, 2005) and coauthor of the Harvard Business Review article "Inside the Mind of the Chinese Consumer."
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