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 .
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 . Endorsements reassure customers about quality of products , she says .