Headshot of Jagdish Agrawal, marketing professor at Cal State East Bay

Jagdish Agrawal, interim dean and professor of marketing (Photo: Jagdish Agrawal)

CSUEB marketing professor explains dos and don’ts of celebrity endorsements

  • March 5, 2013 5:00am

Celebrities now appear in about 15 percent of U.S. advertisements, and AdAge estimates that companies invest $50 billion each year on corporate sponsorships and endorsements.California Smart Business magazine interviewed Jagdish Agrawal, interim dean and professor of marketing for the College of Business and Economics at California State University, East Bay, about navigating the treacherous world of celebrity endorsements.

“We have a celebrity-driven culture so the ads make a lot of sense in a cluttered marketplace,” said Agrawal. “But executives need to proceed with caution because hitching your brand to a celebrity is expensive and can be fraught with danger.”  A business should understand the role of the celebrity in their marketing mix. Celebrities are great for creating buzz but studies show that they have a limited impact on sales, he said.

Read "How to navigate the treacherous world of celebrity endorsements"

Princeton Review has rated Cal State East Bay as one of the country's "Best Business Schools" for seven consecutive years. 


California State University, East Bay is the San Francisco East Bay Area's high-access public university of choice. CSUEB serves the region with campuses in Hayward and Concord, a professional development center in Oakland, and an innovative online campus. With an enrollment of more than 14,000, the University offers a nationally recognized freshman year experience, award-winning curriculum, personalized instruction, and expert faculty. Students choose from among more than 100 professionally focused fields of study for which the University confers bachelor's and master's degrees, as well as an Ed.D. in education. Named a "Best in the West" college, as well as a Best Business School, by the influential Princeton Review, Cal State East Bay is among the region's foremost producers of teachers, business professionals and entrepreneurs, public administrators, health professionals, literary and performing artists, and science and math graduates.

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