Less is more when Olympics stars endorse
When it comes to using a celebrity or famous athlete to endorse a product, the less people know about their personal opinions, the better.
“For Olympic athletes or any celebrity, ignorance is bliss,” says Steven Posavac, a marketing professor at Vanderbilt University. “Olympians have lots of favorable associations such as success, hard work, and dedication because much of what we know about them is within the limited scope of their work within the games.”
Full story at Futurity.
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