Tiger Woods endorsement deal highlights risks of relying on a celebrity to sell products . In a recent study in which I analyzed hundreds of athlete endorsements , I found that sales for brands in a variety of consumer-product categories jumped an average of 4 percent in the six months following the start of an endorsement deal , even after controlling for advertising expenditures and other factors that could be expected to drive up sales . Anita Elberse says her research shows firms using endorsers generally reap big gains . She says sales increase and endorsements can boost a firm 's stock price . But she warns that the practice is risky because it could lead to conflicts of interest, especially if an individual company has been paid by one or more companies in which he or she holds shares.
Tiger Woods endorsement deal highlights risks of relying on a celebrity to sell products . Anita Elberse says her research shows firms using endorsers generally reap big gains . She says sales increase and endorsements can boost a firm 's stock price . But she warns that the practice is risky because it could lead to conflicts of interest, especially if an individual company has been paid by one or more companies in which he or she holds shares.