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Transcript

  • 1. Stars CELEBRITY ENDORSER’S
  • 2. IMPACT OF CELEBRITY ENDORSEMENTS ON BRANDS HARSH (60)
  • 3. Objectives
    • To know the impact of celebrity endorsement on brands
    • To know whether celebrity endorsement increase the sales of the company
    • To study and understand whether celebrity endorsements work in India
  • 4. Hypothesis
    • Celebrity endorsement does not always have a positive effect on the brand
    • Celebrity endorsement has an effect on sales of a company.
    • Celebrity endorsements attracts the customer to the brand
  • 5.
    • Nature of data : Secondary
    • Limitations:
    • Time constraint for research
    • No primary research done
    • Limited review of information
  • 6. Theories
    • Source Credibility Theory
    • Source Attractiveness Theory
    • Meaning Transfer Theory
        • Encoding meaning
        • Meaning transfer
        • Meaning capture
  • 7.  
  • 8. Advantages
  • 9. Establishment of Credibility 1
  • 10. Ensured Attention 2
  • 11. Higher degree of recall 3
  • 12. Mitigating a tarnished image
  • 13. Psychographic Connect 4
  • 14. Associative Benefit
  • 15. Rejuvenating a stagnant brand 5
  • 16. Dis - Advantages
  • 17. The reputation of the celebrity may derogate after he/she has endorsed the product 6
  • 18. Celebrity becomes bigger than the Brand
  • 19. Inconsistency in the professional popularity of the celebrity
  • 20. Multi brand endorsements by the same celebrity would lead to confusion 7
  • 21. Celebrities endorsing one brand and using another 8
  • 22. Mismatch between the celebrity and the image of the brand
  • 23. Conclusion
    • Celebrity endorsement does not always have a positive effect on the brand.
    • Multiple endorsements do clutter in the minds of consumer.
    • Celebrity endorsement if used effectively facilitates instant recall
  • 24. When should the Celebrities be used (????)
    • 1. Instant Brand Awareness and Recall.
    • 2. Celebrity values define, and refresh the brand image.
    • 3. Lack of ideas.
    • 4. Convincing clients.
  • 25.