Celebrity endorsement: Star value - Evaluating a celebrity's ROI

The article starts by asking whether there is any such thing as a sure-fire winner when choosing a celebrity to front a campaign.

Celebrity endorsement: Star value – Evaluating a celebrity's ROI

Steve YiGrey Group Korea

Steve Yi of Grey Group Korea outlines formulae for quantifying the risk-adjusted brand endorsement RoI for movie and sports stars using actor Will Smith...