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A great deal of money is beilg spent on celebrity endorsers for products ranging fran soft drinks to sportilg goods. However, there may be so many brands being endorsed by celebrities that it is difficult for CODSI.IIIerS to remember which celebrity endorses which brand. If this is the case, advertisers must be made aware of the problan and strive to formulate a solution. This study evaluates the ability of consumers to match celebrities with brands of products aimed specifically at these OODSI.IIIerS.The sample consists of graduate and undergraduate students who are very likely to have experience with products such as soft drinks, sportilg goods, and cosmetics.The results suggest that consumers have a difficult time matchilg celebrity endorsers with their respective brands.

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