Explain some of the situations in which rebellious or deviant celebrities can be an asset to a brand.

Credibility can be enhanced if the source's qualifications are perceived as relevant to the product being endorsed. This link can overcome other objections people might have to the endorser or the product. For example, LeBron James uses Nike basketball shoes. One might hate Nike, or LeBron, yet see the results that LeBron gets using that brand. It's important to note that what is credible to one consumer segment may be a turnoff to another. Indeed, rebellious, even deviant celebrities may be attractive to some for just that reason. Take, for example, Calvin Klein using Justin Bieber as a model, despite media coverage of his rebellious behaviours. Parents might not be thrilled by this type of role model-but isn't that the point?