Abstract
Companies are using endorsers to market, advertise and promote their products and services. These endorsers have a real and proved influence on the consumers and in adequation on their consumption habits. It is frequent to see celebrities on advertisement, for some big companies, which can afford the privilege to use such personalities. For example, Eva Longoria does a huge and total series of advertisements for L'Oreal. All these endorsers are used for influencing the consumer and increasing the sales, and changing or creating a brand image. On similar lines, the French leather company Longchamp used the model Kate Moss for the promotion of their new collection in order to internationalize the brand and the products, and for renovating the brand image.
