The automobile brand Hummer had initially shown great potential to be accepted globally as well as by local consumers because of celebrity endorsement. This is because consumers can always look up to celebrities to replicate the purchasing of the choices of products of the celebrities endorsing the brand. The latest celebrity to endorse Hummer is LeBron James (Luedicke, 2020). There had also been other celebrities in the past who had owned Hummer vehicles and had advertised or at least showcased their vehicles in media with pictures/images and videos of their vehicles (Luedicke, 2020).