The presence of a celebrity can influence consumer behavior. Participants were shown a photograph with a celebrity holding a beverage with the text "Owned by Ryan Reynolds" or they are shown the same photograph with no text for 30 seconds, following a questionnaire on product attitude and buying intention. Participants in both conditions had no significant differences in buying intentions and product attitude towards the product.
Guevara, Jessica; Rollins, Cassidy; and Czopek, Amelia, "Celebrity Owned-Brands: Do People Really Buy Them?" (2019). Spring Showcase for Research and Creative Inquiry. 54.