Professor provides insight on why car insurance companies use celebrity spokespersons

Hieu Nguyen, a professor in the Marketing Department at Cal State Long Beach, provided information to the online financial publication, Wallethub, about why insurance companies utilize celebrities to endorse their products and services. Nguyen said the celebrity must be popular and favorable among the target market, otherwise it’s unlikely to be effective. However one risk in this approach is that celebrities might do or say something controversial which could damage the brand endorsed by the celebrity.