The vampire effect also known to some marketing experts as the overshadowing effectlink is external occurs when the persona and sheer force of personality of the celebrity endorser overshadows the advertised brand Rather than helping to sell the brand and enhancing its stature the celebritys presence reduces the ads effectiveness and hurts the brand A recent paperlink is external written by marketing scholars Carsten Erfgen Sebastian Zenker and Henrik Sattler define the effect as the
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