“…where k 2½0,1 presents the product substitutability and the constant A>0 means market capacity without product endorsement. k ¼ 0 means that goods are independent and k ¼ 1 manifests perfect substitutes (Chen, Chen, & Mishra, 2019;Chen, Wan, & Wang, 2015;Liu et al, 2012;Nie, 2012;Nie, Wang, Chen, & Chen, 2018;Nie & Chen, 2012;Nie & Wang, 2018;Raykov & Calantone, 2014). According to (1), the celebrity product endorsement improves the corresponding market size efficiently, which affects the firm's other strategies, including price, outputs and so on.…”