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Global Journal of Management and Business ResearchVolume 11 Issue 4 Version 1.0 March 2011Type: Double Blind Peer Reviewed International Research JournalPublisher: Global Journals Inc. (USA)ISSN: 0975- 5853Celebrity Endorsement And Its Impact On Sales: A ResearchAnalysis Carried Out In India.By Dr Vipul JainDehradunAbstracts - The practice of celebrities being used for rendering services other than performingtheir actual job as either an actor or an athlete, such as endorsements has proliferated over time.Despite the cost and the risks involved with this technique of advertising, it is been used quiteextensively in the present era. The instrument of celebrity endorsement has nowadays become apervasive element in advertising and communication management. India as a country is knownfor loving its stars. The Indians idolize their bollywood actors and cricketers. The advertisers seethis as an opportunity to grab and work on so as to expand their operations and promote theirproduct. This dissertation focuses on examining the perception of these Indian Consumers aboutthe celebrity endorsement process and the subsequent impact on their purchase decisions.Classification: GJMBR-A Classification: JEL Code: A13,A31,B25Celebrity Endorsement And Its Impact On Sales A Research Analysis Carried Out In India.Strictly as per the compliance and regulations of: 2011 . Dr Vipul Jain.This is a research/review paper, distributed under the terms of the Creative Commons AttributionNoncommercial 3.0 Unported License http://creativecommons.org/licenses/by-nc/3.0/), permitting all non-commercial use,distribution, and reproduction inany medium, provided the original work is properly cited.
Dr Vipul JainI.MBACKGROUND TO THE TOPICarketers spend enormous amounts of moneyannually on celebrity endorsement contractsbased on the belief that celebrities are effectivespokespeople for their products or brands (Katyal,2007). Celebrity Endorsement is viewed as a billiondollar industry in today’s era. (Kambitsis et al, 2002).Various companies are signing deals with celebrities inthe hope that by using celebrities they can accomplish aunique and relevant position in the minds of theconsumers. (Temperley & Tangen, 2006).Celebrityendorsement is increasingly being employed acrossvarious industries regardless of the product type. It isknown to be playing the role of a signaling strategy.(Mustafa, 2005). Also According to Reynolds (2000)celebrity endorsement can give a brand a touch ofglamour. Everything said and done, one have to weighthe potential risks vs. the potential rewards as celebrityendorsements are always a high-risk, high-rewardsituation and there is always a human element that youmight not know about.II.RESEARCH AIMThe topic of celebrity endorsements and itselements is heavily documented in academic literature,but what makes this research interesting is that itenables us to understand the celebrity endorsementprocess from an Indian consumer’s point of view.About : Assistant Professor Sgrrits, 80 Patel Nagar Dehradun9412900055,01352627102. Email: Vipulleoss@Gmail.ComNot much work has been seen in the Indian lightdespite the fact of it being perceived as a potential 69market for celebrity endorsed products. Indianconsumer attitudes are changing at a rapid pace andthey are becoming more aware of the products that theyuse to define their ‘self’. The research is carried out toobtain a view amongst Indian Consumers aboutcelebrity endorsement. Is it as positive as it is assumedto be? Most advertisements, be it of any form, majorlyfocuses on the young generation therefore theirperception about the celebrity endorsed form ofadvertisement is of utmost importance, also getting toknow the attitude the youth provides the knowledge ofthe most current incidents or attitudes of any country,hence the youth has been targeted in this research. Theresearch undertaken on celebrity endorsement in thispaper will be useful on both academic and professionalplatform, as it looks into the perception of Indianconsumers on celebrity endorsement, providing theoryfor scholarly and directives for managers andprofessionals.StrategicPositioning and effectivecommunication are the two most important “mantras”guiding brand success in today’s competitive marketingenvironment. Corporate are ensuring all possible effortsto promote their brands and to grab the customer’smind share. The impetus is on attracting the customer’sattention and developing positive associations not justto influence recall but also to induce trial and eventuallyeffect purchase decisions. In a market where advertisingplays a vital role in coordinating consumer purchases, itbecomes pertinent for companies to induct all possiblemeasures to influence motivate and inculcate desire topurchase, in the customer through an effectiveadvertising campaign. Theory and practice proves thatthe use of superstars in advertising generates lot ofpublicity and attention. (Ohanian,1991). The billion ofdollars spent on celebrity endorsement contracts showthat celebrities like LIZ Hurley, Britney spears and Tigerwoods play an important role in the advertising industry.(DaneShvary and Schwer,2000,Kambtsis et al.2002). Itis estimated that the companies in US spent 800million in 1998 to acquire talent entertainers, athletesandother high profile personalities -to spot light nn, 2003) In India advertisers pour croresof rupees every year into celebrity advertising. Think ofSachin Tendulkar -he means PEPSI in soft drinks, BoostVolume XI Issue IvvV Version Iservices other than performing their actual job as either anactor or an athlete, such as endorsements has proliferatedover time. Despite the cost and the risks involved with thistechnique of advertising, it is been used quite extensively inthe present era. The instrument of celebrity endorsement hasnowadays become a pervasive element in advertising andcommunication management. India as a country is known forloving its stars. The Indians idolize their bollywood actors andcricketers. The advertisers see this as an opportunity to graband work on so as to expand their operations and promotetheir product. This dissertation focuses on examining theperception of these Indian Consumers about the celebrityendorsement process and the subsequent impact on theirpurchase decisions.Global Journal of Management and Business ResearchAbstract : The practice of celebrities being used for renderingMarch 2011Celebrity Endorsement And Its Impact On Sales:A Research Analysis Carried Out In India. 2011 Global Journals Inc. (US)
Celebrity Endorsement And Its Impact On Sales: A Research Analysis Carried Out In India.Global Journal of Management and Business ResearchVolume XI Issue IV Version IMarch 2011in malted beverages, Fiat Palio in cars, TVS victor in twowheelers, Colgate Total in toothpaste, Britannia inBiscuits, Visa in credit cards, Airtel in mobile servicesand many more brands.The underlying question is if and how the livelyinterest of the public in “ The rich and the famous “beeffectively used by companies to promote their ht,2003) As a first step to answer this question,70 this paper will examine the relationship betweenendorsements and brand there by unearthing risks andreturns related to this strategy. In order to draw therelationship between celebrities, the brands theyendorse and the perception of the people related to thetwo, models and concepts like source credibility, matchup hypothesis ,model of meaning transfer and multiproduct endorsement would be discussed.III.WHO IS A CELEBRITY?Celebrities are people who enjoy publicrecognition by a large share of a certain group of peoplewhereas attributes like attractiveness, extraordinarylifestyle are just examples and specific commoncharacteristics cannot be observed though it can besaid that within a corresponding social group celebritiesgenerally differ from the social norm and enjoy a ous, Business Standard, Dec,2003)Thisis true for classic forms of celebrities like actors (exSharukh khan, Amitabh Bachhan), models ( JohnAbraham, Malaika Arora, Diya Mirza) Sports athletes (ex.Sachin Tendulkar, Sania Mirza) entertainers (BarkhaDutt, Shekhar Suman) And Pop Stars (Mika, DailerMehndi) but also for less obvious groups likebusinessmen (ex Dirubhai Ambani) or politicians (LalooPrasad Yadav) Besides these there are fictionalcelebrities like Ronald McDonald, Fido dido, gattu, AmulGirl, Pillsbury doughboy and the like. Celebrities appearin public in different ways. First, they appear in publicwhen fulfilling their profession ex Sachin Tendulkar isloved by millions for his wonderful performance in thecricket fields. Further more, celebrities appear in publicby attending special celebrity events ex. filmfare starawards, Videocon screen awards etc. In addition theyare present in News, Fashion magazines and tabloids,which provide second source of information on eventsand private life of celebrities through mass mediachannels. Last but not the least celebrities act as spokespeople in advertising to promote products andservices.(Kambitsis et al, 2002, Tom et.al. , 1992) 2011 Global Journals Inc. (US)IV.A firm that decides to employ acelebrity to promote its productsor services has a choice of usingthe celebrity as:Testimonial: If the celebrity has personally used aproduct or service and is in a position to attest its quality,then he or she may give a testimonial citing its benefits.For instance Aishwarya Rai endorses Lux by testifyingthe quality of the product as it forms a part of herconsumption basket.Endorsement: celebrities often lend their names to adsfor product or services for which they may or may not bethe experts For instance Sachin Tendulkar has beenendorsing the Palio brand of Fiat.Actor: A Celebrity may be asked to present a product orservice as a part of character enactment rather thanpersonal testimonial or endorsement. For instanceSweta Tiwari of “Prerna fame” (Kasuati Zindagi ki )enacts as a housewife for Nirma’s ad campaign. It hasnothing to do with her on screen or off-screen image Infact she just enacts the character and expectations of anormal housewife from a detergent bar.Spokesperson: A celebrity who represents a brand orcompany over an extended periods of time often in printand TV ads as well as in personal appearances isusually called a company’s spokesperson. (Schiffmanand Kanuk,1997)The reason for using celebrities a spokesperson goesback to their huge potential influences. Compared toother endorsers, types, famous people achieve a higherdegree of attention and recall. They increase awarenessof a company’s advertising create positive feelingstowards brands and are perceived by consumers asmore entertaining (Solomon, 2002) Using a celebrity inadvertising is therefore likely to positively affectconsumer’s brand attitude and purchase intentions.Cyber media research study published in businessworld unearthed different truths about celebrityendorsement. The study spread over 3 phases indifferent cities of India (Delhi, Mumbai, Chennai,Kolkota, Nasik, Coimbatore, Meerut) 12 focus gpinterviews, 6 expert instruments and 8 expert interviewswith ad agencies were conducted. Besides this surveyof 480 respondent in 4 cities and 3375 respondent in 8cities helped to develop different insights on celebrityendorsements that are given as under: Over 80% of the people remembered thecelebrity but forget about the brand. Different stars appealed to different geographicgroups of customers (eg., Aishwarya Rai hadhighest recall in down south as againstShahRukh Khan who had little appeal there.
Celebrity Endorsement And Its Impact On Sales: A Research Analysis Carried Out In India.THE MATCH-UP HYPOTHESIS :VI.MODEL OF MEANING TRANSFERMc Cracker (1989) explain that the celebrityspokesperson would be effective only if clarity isachieved in assessing the meanings consumersassociated with the endorser which are eventuallytransferred to the brand. Mc Cracker explains thismeaning transfer model in 3 stages.71Volume XI Issue IvvV Version ISeveral Research studies have examined thecongruency between celebrity endorsers and brands toexplain the effectiveness of using famous persons topromote the brands (Till and Buster, 1998), (Till andShimp, 1998) Results show that a number of celebrityendorsements proved very successful, whereas othercompletely failed. The match-up hypothesis specificallysuggests that the effectiveness depends on theexistence of a “fit” between the celebrity spokespersonand endorsed brand (Till and Buster, 1998). ThoughOharian (1991) acknowledges a popular person’s abilityto create awareness and initial interest for anadvertisement she concludes that this may notnecessarily change consumer’s attitude towards thebrands. The model emphasises that the physicalattractiveness of a celebrity endorser will enhanceevaluations of the products characteristics only if thecharacteristics of the product “match up” with the imageconveyed by the celebrity. Hence an extension beyondattractiveness and creditability towards a considerationhas to be done in terms of making the entire image ofthe celebrity with the endorsed brandFirst, the meaning associated with the famous personsmakes them the endorser to the product or brand. Thus,the meanings attributed to the celebrity becomeassociated with the brand in the consumers. Secondly,in the consumption process, the customer acquires thebrands meaning. The third stage of the model explicitlyshows the importance of the consumer’s role in theprocess of endorsing brands. This can be well explainedthrough an example. Aishwarya Rai as a celebrity hasacquired a cultural meaning of beauty, elegance,attitude, sophistication and charisma. This meaning isthen transferred to Nakshatra Diamonds endorsed byAishwarya as Apsara or the beauty par excellence. Thefit is indeed impeccable.VII.MULTIPLE BRAND AND CELEBRITYENDORSEMENTWhile surfing through the channels of TV onerealizes that either some celebrities are endorsingseveral brands or a specific brand is endorsed bydifferent spokesperson. For instance, Amitabh Bachhanis enacting Parker, Hajmola, Navrattan Oil, Cadbury 2011 Global Journals Inc. (US)Global Journal of Management and Business ResearchV.March 2011 Research emphasized that ads without celebrityhad a good a chance of working as one withthem. For instance, Hutch ad did better jobs ofbuilding a brand then coke which had many bigcelebrity names associated with it.
March 2011Celebrity Endorsement And Its Impact On Sales: A Research Analysis Carried Out In India.dairy milk and many more. On the other hand, Coke hasbeen endorsed by Hritik Roshan, Aishwarya Rai, AamirKhan, Virendra Sehwag and many more in the category.The following table provide a brief overview of differentbrands endorsed by:promotion. Advertisers point out to the 3Cs that enjoymass adulation in Indian sub continental, Cricket,Cinema and Curry. In fact Mr. Jaydeep Dasgupta,Associate branch Director-Mumbai, Mudra feels thatThe concerns of all marketing today is that whether thisspecial form of celebrity endorsement affectsconsumers brand attitudes? Madhurkar Sabnavis,Country Manager- Discovery O & M points out thatmultiple endorsements affect the endorser creditabilityas people known that a celebrity is paid to sell theproduct. The endorsement of as many as four productsnegatively influence the celebrity spokesperson’screditability (expertise trustworthiness) and likeability.Reasons may be found in the lack of distinctiveness,with one famous person enduring several productsinstead of concentrating on and representing onespecific brand. (Trippiet at, 1994) On the other hand,research has suggested that celebrity endorsed haspotential positive effect like transfer of positive brandimages and shaping of consumer’s response whenore than four products are endorsed.branding plays a key role in creating a celebrity aura.Today Cricketer and Film stars are groomed to be brandthemselves and hence are marketed well. In otherwords, the celebrity himself/herself should be a strongbrand and the attributes of the celebrity brand shouldmatch the attribute of the product brand beinghighlighted.To help select a celebrity endorser, manycompanies and their advertising agencies rely on Qratings that are commercially available from a New Yorkbased firm known as marketing, evaluates Inc.(Belch &Belch). This firm annually determines a familiarity andlikeability rating of top male & female personalities (andcarton characters) based on a mail questioners surveyof the television viewer. The basic rating called a Qrating, is obtained by dividing the number who rated as“one of my favorites” by those who indicated that theywere “totally familiar” with the personality. The survey iswidely used by marketers and agencies to selectcelebrity endorsers and is used by T.V. Network andHollywood producers to cast their shows & movies. Allefforts to select an ideal celebrity as brand endorserwho is able to infuse and bring about a change in thefortunes of a brand. Besides this it is important to judgethe compatibility of the endorser with the product andacceptance of the individual buy the target audiencebefore selecting the stage endorsers.Global Journal of Management and Business ResearchVolume XI Issue IV Version I72VIII.SELECTING THE BEST ENDORSERBrand Endorsement is a way to get the brandnoticed amidst the clutter that is there in the marketplace. Synergy is therefore required between brand andcelebrity. The celebrity actually helps in accelerating thebrand image formulation process. At the same timeadvertisement argue that celebrities come with loads ofliabilities that are hard to ignore. The decision ofselecting the best endorser is thus a pertinent issuefixed by marketers & adventures for their brand 2011 Global Journals Inc. (US)
Celebrity Endorsement And Its Impact On Sales: A Research Analysis Carried Out In India.The increasing number of endorsements throwsa valid question to the consumers. Is there a sciencebehind the choice of these endorsers or is it just by thepopularity measurement? What are the reasons whichlead to impact of celebrity endorsement on brands?Through research and analysis, this paper develops a12 point model, which can be used as a blueprintcriterion which can be used by brand managers forselecting celebrities, and capitalizes the celebrityresource through 360 degree brand communication,since our research proposes it as the foundation brick ofthe impact of celebrity endorsement. Our study revealsthat the impact of celebrity endorsement is proportionalto the 14 factors discussed in the model.The success ofa brand through celebrity endorsement is a cumulativeof the following 14 attributes. Greater the score of thebelow parameters, greater are the chances of gettingclose to the desired impact.1) Celebrity-Target Audience MatchSmriti Irani endorsing the WHO recommendedORS Campaign in India. Indian mothers can associatewith Smriti Irani through the facets she projects onscreen or in regular life which helps develop a connectwith the target audience since mothers medicate theirchildren with ORS.2) Celebrity ValuesTabu endorsing Tetra Packed Milk, ShabanaAzmi campaigning for AIDS Awareness, AmitabhBachchan & Shahrukh Khan campaigning for PulsePolio or Aishwarya Rai appearing in the Donate Eyescampaign are few examples, which reflect the transfer ofcelebrity values to the brand, creating an impact thatgenerates recall.3) Costs of Acquiring the CelebrityRecently, a newspaper report showed how colafirms had gone beyond their advertising budgets to getthe best celebrities. Small Firms that use celebrities’services run greater risks if they invest large amounts.Although nobody is willing to say exactly how muchcelebrities get paid, industry sources say SachinTendulkar’s price is believed to be between Rs. 2.0-2.5crores per endorsement, and musician A. R. Rehman,who had signed up with AirTel, is believed to havepicked up Rs. 1.75 crores. Film-star Hrithik Roshan wasrumored to have picked up Rs. 2 crores for the Fly WithHrithik campaign to push Close-Up, and ShahrukhKhan’s rate seems to be between Rs. 2.5-3.0 crores.Aishwarya Rai apparently picks up Rs. 1.25 crores for anendorsement and the Indian cricket captain SauravGanguly is believed to get between Rs. 90 lakh to Rs.1.5 crores, while film-star Aamir Khan apparently makesRs. 1.5 crores per endorsement.4) Celebrity Regional Appeal FactorsR. Madhavan endorsing Pepsi in southern Indiaor Sachin Tendulkar endorsing in India are fewexamples of how celebrities are chosen to reach out totarget audiences for brands in regional markets.5) Celebrity-Product MatchCyrus Broacha is the brand ambassador forMTV since both the celebrity and the brand areconsidered as friendly, young, moodboosting,humorous and outspoken. MTV’s brand personalityoverlaps Cyrus Broacha’s image as a brand.Some moreexamples of compatible celebrity product match inwhich celebrity brand attributes get transferred to thebrand and increases the brand equity is of Govinda &Navratan Tel, Aishwarya Rai & Nakshatra, etc.6) Celebrity Controversy RiskThe perfect example here is of Salman Khanand the controversy in which he crushed a man to deathwith his Pajero when he was driving under the influenceof alcohol. Also, any act on the part of the endorser thatgives him a negative image among the audience andgoes on to affect the brands endorsed. The brand, inmost instances, takes a bashing.7) Celebrity PopularityCelebrity Brand association like Garnierendorsed Tara Sharma & Simone Singh, Agni Diamonds& Riama Sen don’t get much brand recall, and even ifthey do, its difficult to attribute it to the celebrities’endorsing the brand.On the other hand, HPCL has hadincreased popularity and share of voice due to theendorsement of the brand through Sania Mirza.8) Celebrity AvailabilityIn case of various brands, there are situations inwhich they prefer to go without a brand face, since thereis no brand-fit between the celebrities available and thebrand. Also, due to multiple endorsements by certaincelebrities, brands refuse to adopt celebrityendorsement since they fear dilution of the brand image.9) Celebrity Physical AttractivenessJohn Abraham endorsing Wrangler and TimexSunglasses are some examples which portray thecelebrities’ physical attractiveness that helps create animpact.10) Celebrity CredibilityThe most important aspect and reason forcelebrity endorsement is credibility. In a research carriedout among 43 ad agencies and companies, mostexperts believed that the most important dimensions ofcredibility are trustworthiness and prowess or expertisewith regard to the recommended product or service.One of the most obvious reasons of Amitabh Bachchan 2011 Global Journals Inc. (US)March 2011ENDORSEMENT73Volume XI Issue IvvV Version IIMPACT OF CELEBRITYGlobal Journal of Management and Business ResearchIX.
March 2011Celebrity Endorsement And Its Impact On Sales: A Research Analysis Carried Out In India.X.MULTIPLE ENDORSEMENTSNot many people can remember all the brandsthat a celebrity endorses and the chances of losingbrand recall increases if the celebrity endorses multiplebrands. For example, in case of Sachin Tendulkarpeople recall Pepsi, TVS Victor and MRF, but might notremember brands like Britannia and Fiat. Similarly, forAmitabh Bachchan, consumers remember ICICI, Pepsi,Parker Pens, Pulse Polio and BPL. They might getconfused in the endorsement of Nerolac or Asian Paints.Thus, for multiple endorsements where the samecelebrity endorses several brands, it boils down to thestrength of the brand and the advertising content.XI. WHETHER CELEBRITY IS A BRAND USERVarious celebrities endorse NGOs and socialcauses since they believe in the social message thatthey need to convey to the audience. One of the mostsuccessful campaigns has been executed by PETA inwhich celebrities like Shilpa Shetty, Amisha Patel, YanaGupta, Sheetal Malhar, Mahima Choudhary claimed tobelieve in PETA’s philosophy, and thereby endorse thebrand.Findings of the studyage in %Global Journal of Management and Business ResearchVolume XI Issue IV Version I74endorsing plethora of brands is the credibility of thecelebrity and his recognition across consumers. To siteone of the most successful campaigns in which thecelebrity’s credibility has had an indelible impact on thebrand and has saved the brand is of Cadbury’s. Afterthe worm controversy, Amitabh Bachchan’s credibilityinfused into the brand through the campaign, helping itto get back on track. The campaign has won an awardfor the same.2 4 4 1013-1920-3030-4040-5080 2011 Global Journals Inc. (US)50 & above
Celebrity Endorsement And Its Impact On Sales: A Research Analysis Carried Out In India.Celebrity endorsed products are of good quality?75agree(4)40%Global Journal of Management and Business Research20%stronglyagree(5)Volume XI Issue IvvV Version I20%4% 16%March 2011response in %Factors influencing buying decisionsFor motor vehiclein %500 2011 Global Journals Inc. (US)
Celebrity Endorsement And Its Impact On Sales: A Research Analysis Carried Out In India.March 2011For clothingin %4076Volume XI Issue IV Version I203820224Global Journal of Management and Business Research016For food productsin %40200 2011 Global Journals Inc. (US)406101430
Celebrity Endorsement And Its Impact On Sales: A Research Analysis Carried Out In India.Total revenue increases when brands are endorsed by celebrities546771210Volume XI Issue IvvV Version I18Global Journal of Management and Business Research6040200March 2011response in %Are people motivated by celebrity endorsement?48%36%10%6%0 2011 Global Journals Inc. (US)
Celebrity Endorsement And Its Impact On Sales: A Research Analysis Carried Out In India.March 2011Are Celebrity endorsed brands used by celebrities themselves?strongly agree(5)agree(4)can't say(3)disagree(2)strongly disagree(1)Volume XI Issue IV Version I7814%14%12%Global Journal of Management and Business Research30%30%Reason for choosing celebritiesresponse in % 4%30%22%36%8% 2011 Global Journals Inc. (US)easyrecognition(5)can't generatenew ideas(2)increase salesand profits(4)competestrongly(3)to launch aproduct(1)
Celebrity Endorsement And Its Impact On Sales: A Research Analysis Carried Out In India.Celebrity endorsement helps in brand promotion267961014Volume XI Issue IvvV Version I44March 2011response in %Global Journal of Management and Business ResearchCelebrities bring brand equity to the productresponse in %482421214 2011 Global Journals Inc. (US)
Celebrity Endorsement And Its Impact On Sales: A Research Analysis Carried Out In India.March 2011ageNo. ofrespondents(x)%Weight (w*x)MEAN(w)13-1951020-30408030-401240-502450 & above24Global Journal of Management and Business ResearchVolume XI Issue IV Version I8050celebrity endorsed products are of goodqualitystrongly agree(5)816540agree(4)2040480can't say(3)1020330disagree(2)10202202412strongly disagree(1)50most pursuading factor (weightage)celebrity (5)172motorvehicle510525brand name (4)1020440luxury (3)1530345self esteem (2)1224224instant need (1)8161850 2011 Global Journals Inc. (US)3.441422.84
Celebrity Endorsement And Its Impact On Sales: A Research Analysis Carried Out In India.20550brand name (4)19384762436112222281618luxury(3)cost(2)instant need ive package(4)5104202040360brand name(2)714214instant need (1)1530115quality(3)501242.48total revenue inreases when brands are endorsed bycelebritiesstrongly agree(5)91854527544108can't say(3)31239disagree(2)612212strongly disagree(1)51015agree(4)501793.58people are motivated by celebrityendorsement 2011 Global Journals Inc. (US)Volume XI Issue IvvV Version I10Global Journal of Management and Business Researchcelebrity (5)March 2011clothing
March 2011Celebrity Endorsement And Its Impact On Sales: A Research Analysis Carried Out In India.Global Journal of Management and Business ResearchVolume XI Issue IV Version I82strongly agree(5)24485120agree(4)1836472can't say(3)510315disagree(2)3626strongly disagree(1)0010502134.26celebrities use themselves?strongly agree(5)714535agree(4)612424can't say(3)1530345disagree(2)153023071417strongly disagree(1)501412.82reason for chosing celebritieseasy recognition(5)1122555can't generate new ideas(2)2448increase sales and profits(4)183635448281530115compete strongly(3)to launch a product(1)50140celebrity endorsement help in brandpromotionstrongly agree(5)22445110agree(4)1326452 2011 Global Journals Inc. (US)2.8
can't say(3)31239disagree(2)510210strongly can't say(3)1233disagree(2)612212strongly disagree(1)7141750CONCLUSION1. The study suggests that the mean of thefindings is somewhere between 3 to 4 i.e 3.0222. Our study results in the conclusion thatCelebrity Endorsement is legible only to anextent that the respondent’s answer rangesbetween agree and can’t say.3. This implies that Celebrity Endorsement has animpact on sales on to a little extent and thatCelebrities should not always be used toendorse Brands of various products.4. Although, our study has a positive inclinationtowards the belief that people are motivated tobuy products as a result of celebrityendorsement.5. Moreover the respondents also strongly agreethat celebrities bring brand equity to theproducts.1903.8total ofmean33.02averagemean3.3026. The research also indicates that celebrityendorsement helps in brand promotion.7. Finally we conclude that there’s no harm inusing celebrities for the endorsements, nonethe less everything has its own pros and cons.BIBLIOGRAPHY1) Celebrity Endorsement: A Strategic PromotionPerspective2)3)4)5)6)7)8)9)10)a. DR. PUJA omMiles and Huberman journal 1994Agarwal and kamakura (1995)(Clark & Hors
: A celebrity who represents a brand or company over an extended periods of time often in print and TV ads as well as in personal appearances is usually called a company’s spokesperson. (Schiffman and Kanuk,1997) The reason for using celebrities a spokesperson goes back to their huge potential influences.
