hei guys, i am writing a report about character merchadising (actually celebrity merchandising) in mainland china and hk.

however in hk we dont have a freestanding right to image, so the protection over celebrity's image right is always conducted through a hot-pot approach, say passing-off, defamation, or copyright/trademark infringement, which is not as effective as us or canada where the courts recognized image right and exclusive right to propertising the personality.

in particular, could anyone help me with the concept of (celebrity''s) "endorsement"? to WHAT EXTENT can we say that the image used by some company can prolly convey to the representee that such celebrity is "endorsing" the product or service? since i was required to give more concrete examples..... = =)

is there any difference btw
like, (a) mere image of a sport star;
(b) that sport star using/wearing that product/or,
(c) should be any additional gesture/statements that he is postively recommending the product?


thank you for your help! (really confused now)
where can i find some reliable entertainment law resources?