Tiger Woods endorsement deal highlights risks of relying on a celebrity to promote products . Anita Baker says her research shows firms with endorsers generally reap big profits . She says sales promotion and endorsements can boost a company 's stock price . Marketers who rely on athlete endorsers know they can be in for a rocky road -- their allied partners can suffer from injuries , a loss of form , scandals , rumors , and a range of other woes -- and they need to adapt accordingly . Endorsements reassure customers about quality of products , she says .
Tiger Woods endorsement deal highlights risks of relying on a celebrity to promote products . Anita Baker says her research shows firms with endorsers generally reap big profits . She says sales promotion and endorsements can boost a company 's stock price . Endorsements reassure customers about quality of products , she says .