Abstract
High-tech companies often apply the celebrity endorsement, because they expect to expand the brand, to have a more clear segmentation, and to strengthen differentiation of their products via adopting a good celebrity endorsement. Despite of those benefits, celebrity endorsement may bring faults, such as high risks which result from either bad quality of the products or bad image of endorsers. Any of them will jeopardize the reputation of companies and endorsers. Besides, if a company decides to adopt the celebrity endorsement, its marketing expense will get very high. Therefore, how to find a suitable endorser to execute and evaluate celebrity endorsement is quite important. This research focuses on the celebrity endorsement of high-tech products. This research uses the case study to find the process of deciding celebrity endorsement and the way of evaluating celebrity endorsement. By interviewing the marketing executives of the company, endorsers, and consumers, there are three issues to be elaborated further more. First, this research provides the principle and standard of celebrity endorsement when high-tech companies want to apply the celebrity endorsement. Second, it suggests that there are other marketing strategies can be combined with the celebrity endorsement. Third, it helps high-tech companies to evaluate the celebrity endorsement. This research will help high-tech companies that want to apply the celebrity endorsement.