Are You Starstruck?

This paper questions the value of celebrity endorsers and points out some of the dangers of using famous faces to sell brands.

Are You Starstruck?

Todd Wilkinson

Brace yourself, America. Here comes the phenomenon that is David Beckham. Some say the British soccer superstar is a commodity more bankable than Jordan and Tiger - that he's as likable as Oprah, as handsome as Brad Pitt, as resonant to the masses as Pavarotti, and better known as a global pop icon than the Beatles were when they first landed in the U.S.

Beckham's trumpeted arrival as a member of the Los Angeles Galaxy, however, is about far more than his blockbuster deal (valued somewhere in the neighborhood of $250 million over five...

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