Do Consumers Still Care About Brands Backed by Big Names?

Before A-list celebrities started documenting the fine details of their personal lives on social media, a fan’s self-proclaimed closeness to a public figure only required a stroll down the Macy’s fragrance aisle. And as online platforms have desensitized consumers to celebrity-backed content and trained them to recognize a disingenuous brand, believing that Grammy-award winners and MET gala attendees are intimately involved in ideating, curating and scaling their own businesses feels like an especially generous conclusion. 

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