Lebron james, stephen curry, and other athletes are paid huge sums of money by companies for celebrity endorsements. if endorsements by these athletes create a clear understanding among consumers of the companies' products in comparison to competing products, they can with the firm's strategy.

I believe the answer is: positioning strategy.

Positioning strategy refers to the strategy to cemented company's image and perception in the mind of the consumers. When a company use endorsement from famous figure for its product, it would create the perception that the quality of the product must be good since many of the people that being idolized use the product.

gary will be given more time to file an amended complaint.