Abstract
Celebrities are, of course, meant to be remarkable people, who have charismatic appeal and extraordinary qualities. Max Weber defines charisma as a type of social authority and described a charismatic individual as 'a certain quality of an individual personality by virtue in which he is apart from ordinary men'. According to Glamour Speakers, a French communication agency which specializes in advising on personality, 'a celebrity is a person in whom a part of the public spontaneously recognizes the name, the voice, the face...and immediately associates himher with a universe of value.' To give a definition that summarizes most of them, a celebrity is a person who is widely recognized by the public, and attracts public attention and the media. When consumers see a celebrity using a product, they think, this person is using this product, so it's good for me. The celebrity brings a kind of guarantee to consumers. Of course, fame must be perceived as credible to create this effect. The credibility of celebrities is very important for the brand's image. Therefore the celebrity, who is in charge of representing the brand, must convey a meaning that goes in the sense that the brand wants. Morgan and Hunt conceptualized credibility as, 'confidence in an exchange partner's reliability and integrity.'
