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Some companies in the world want to create instant popularity for their product; for this purposes, celebrity is one of the short cut (Mc Cracken 1989, p. 313). Celebrity can be defined as “an individual who is known to the public (actor, sports figure, entertainer, etc.) for his or her achievements in areas other than that of the product class endorsed” (Kamins cited Friedman and Friedman 1979, p. 34). From this terminology, we can see that a celebrity does not have to be an actress or an actor, but they may come from various fields of activities, even in the year 2000 IBM did a celebrity benchmarking using the Q-Score for one of their products (Deep Blue computer) which released in 1997 (www...
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