In an effort to enhance its product's appeal to younger consumers, a company replaces the celebrity used for many years as its product endorser with a much younger celebrity. To its surprise, product sales actually declined after the change was made. Why might this have happened? In an effort to enhance its product's appeal to younger consumers, a company replaces the celebrity used for many years as its product endorser with a much younger celebrity. To its surprise, product sales actually declined after the change was made. Why might this have happened?

In an effort to enhance its product's appeal to younger consumers, a company replaces the celebrity used for many years as its product endorser with a much younger celebrity.  To its surprise, product sales actually declined after the change was made.  Why might this have happened?

Sometimes, changing the celebrity on the advertisement will lead to product sales to be reduced instead increase. There is several reasons to prove why it is so. Firstly, most of the young consumer does not wish to change and they hardly accept company use the new celebrity as the product endorser. Some young consumer may have already loyal toward the celebrity that is used by many years and the change may lead to reduce consumer loyalty toward the products.

In additional, younger celebrity may have less famous or popularity than the celebrity who used for many years as its product endorser .Therefore,those celebrity that was used for many years have stronger influence than those young celebrities. Therefore, if now  using the young celebrity , they may not have the power to influence the young customer to listen or follow what they said. In the end , they are hardly help company to promote their product toward those young customer and also pass the production information toward customer. Therefore, it will reason why it will reduce the sales after company replace the celebrity that is used for many year with a much younger celebrity.

Moreover, using young celebrity as a product endorser does not really will help to enhance the product appeal to young customers. Sometime, company may used the young celebrities that is distasteful by the young customers , this will lead to negative impact toward company instead of benefit. For example, 20% people agree  out of 716281 opinions they hate Justin Bieber, so if any company who used Justin Bieber as their product endorser, those group of people who hate Justin Bieber will then pass the negative attitude from him toward the company brand and and stop purchase the company product.In the end, product sales actually declined after the change was made.