Sustainable Celebrity Endorsement Strategies: Long-term Impacts on Market Development Stages

Celebrity endorsement is the core strategy of brand marketing, and its sustainable design and implementation deeply affects the long-term trend of market development. With the rise of fragmentation of consumers’ attention and value-oriented consumption, the traditional “traffic harvesting” endorsement model has gradually exposed its limitations. Short-term sales surge is accompanied by risks such as image overdraft and word-of-mouth bite, and sustainability should be considered when selecting spokespersons to make the brand last longer. Especially for consumers, choosing celebrities who match the brand development stage, that is, spokespersons who are consistent with the brand tonality and long-term stability, can enhance trust. This paper takes Longines’ celebrity endorsement strategy as a case study, aiming at exploring the sustainable endorsement mechanism and providing suggestions for the celebrity endorsement strategy of enterprises. At the same time, it emphasizes the importance of localization marketing strategy and effective crisis management through celebrity endorsement in improving brand equity.