Celebrity Endorsement: A Brand’s Boon or Bane?

Usher Gift Card. Photo Credit:

Backing of Superstar is a Double-Edged Sword Those of us living in Lebanon can’t but notice the recent profusion of ads featuring celebrities promoting different causes: actors and athletes encouraging people to drive carefully, well-known female figures supporting breast cancer awareness month and singers vowing to protect the environment. More recently, local corporate brands seem to have… more