Adding to the excitement - film hunk Shah Rukh Khan is the Santro's celebrity endorser.

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While the Lakers have celebrity fan Jack Nicholson, the Kings' most visible celebrity endorser was the now-deceased comic John Candy.

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If you want to be a paid celebrity endorser that means speaking.

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Is the celebrity endorser credible for a given product or category?

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Not much more than this: 4% of the respondents were honest enough, or dumb enough, to admit that they can be swayed by a celebrity endorser.

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Still, celebrity seeding comes at a fraction of the cost of hiring an A-list endorser, taking out a full-page ad or placing the product in a big budget flick.

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