Research on the interplay between celebrity endorsers, high-low pricing, and quality has not been examined in the literature. This raises the question of whether celebrity endorsement can compensate for the effect of low prices on consumer quality perceptions. Across two studies, one using archival data and one using an experiment, we find evidence that the presence of celebrity endorsers can offset the effect that a low price has on consumer quality perceptions. Further, willingness to purchase is higher for a low-priced product endorsed by a celebrity. These findings have implications for marketing theory and practice
