Of course! All over the world, celebrity endorsement is a powerful strategy used by companies to boost sales and increase brand recall among customers. Having a well-known figure to associate with a brand helps break through the marketing clutter and grabs consumer attention more effectively, increasing brand awareness and boosting brand-quality perception.
In a study done by NUS business school, researchers have found that the effects are proven but the extent of the positive effects depends on the celebrities being engaged.
With the world raging with scepticism and distrust because of all the scams going around, brands are wondering what they can do to build trust with their target audience. Celebrities are among the most trustworthy people in Singapore. For instance, in a poll conducted by Asian Reader’s Digest, Gurmit Singh was voted as one of Singapore’s most trusted individuals.