ttractiveness of the celebrity: An attractive endorser will have a positive impact and attract a target audience in certain aspects such as physical appearance, intellectual capabilities, athletic competence, and lifestyle. It has been proven that an attractive celebrity has a greater chance of enhancing the image of the brand that he/she endorses.

Credibility of the celebrity: In order for any celebrity association to be successful, the personal credibility of the celebrity is crucial. Credibility is defined here as the perceived expertise and trustworthiness. Celebrity credibility greatly influences the acceptance with consumers.

Appropriateness: The success of the celebrity association depends on the relevance of the celebrity to the brand. The association gains added strength when the brand’s image and the celebrity image are similar. For example, a sport shoe is very appropriate for a professional athlete, but less appropriate for a concert pianist. Brands get an added boost to the strength of celebrity association when they are linked with celebrities with a lifestyle closely linked to the image of the brand.

Everybody is different: The celebrities who are important to one person may not be important to another person. In today's society through social media, every person can choose which celebrities to follow on Twitter and Facebook. Essentially we all have our personal A-List celebrities. Conversely everyone will have hundreds of celebrities which they do not associate with and find to have no value. This means people are influenced only by celebrities they like and tend to ignore the celebrities they do not like. Consequently, it is important for brand managers to realize that everyone is not the same and all celebrity fans are potential customers. The idea of a celebrity photo hurting a brand has been repeatedly proven to be a myth since people are not influenced by celebrities to whom they do not deem valuable. ♦

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