Celebrity Expectations: Positive And Negatively Effective Cases

In endorsement fees, Michael Jordan made about 40 million dollars a year from companies like Nike, McDonald's, Hanes and General Mills. This made him one of the top celebrity endorsers ever (Kambitsis et al., 2002: 156). Nonetheless, it is argued that Jordan, to secure major product endorsements targeted to a broad audience, was a part in defeating racial barriers (Ruihley et al., 2010: 135).

2.3.2.2Negatively effective cases Along with Michael Jordan, Tiger Woods signed endorsement contracts worth $70 million or more with American Express, Nike, etc. (Kambitsis et al., 2002: 156). However, companies like Nike, Gillette, Gatordae, Electronic Arts felt the aftershock effects after news surfaced about how Woods cheated with numerous mistresses on his wife. To add to that, Woods' top five sponsors lost 2-3$ of their total market value (Graham, Jackson, Lee 2014: 271). After that incident, shareholder loss was a total of $5-12 billion for Nike, as it lost 105 thousand customers and $1.3 million in profits. Along with that, the whole gulf industry lost $6.2 million in profits. As for Woods, several companies dropped their endorsement deals with Woods as his reputation was risky to their profit margins and their brand image (Graham et al., 2014: 275).

Precisely, it will focus on the effect on young adults and adolescents and how they either worship those celebrities or may have a psychological attachment to them. To young adults, how much they spend may show how attached they are to that celebrity. That celebrity may or may not be a positive influence on young