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Celebrities as symbolic comodities in the film industry

...... Seckler (2005), conducted research regarding branding with clothing labels and celebrities, he expressed that when 250 women and 250 men, ages 18 to 59, chosen from the country's nine census regions, were asked by marketing consultant Brand Keys to rate 50 fashion brands based on whether they represent the values those polled seek in apparel products, only five of the names fell on the high end of the first-time continuum. They were Chanel, Ralph Lauren, Isaac Mizrahi, Victoria's Secret and Donald Trump, earmarked by the respondents as human brands, or those most imbued with the qualities people desire in their apparel, such as style, color and comfort. The researcher went further to state that it is problematic for brands to be perceived as commodities and, to a lesser extent, as labels. Commodity brands need to develop some values quickly unless they just want to be price-driven. Commodities are in danger of becoming the acmes of the 21st century. The commodity-to-human brand continuum reflects the extent to which people ascribe the values they're seeking in apparel to 50 fashion brands. Commodities are at the low end of the scale and human brands are at the high end
Hunt (2001) reiterates