Stars CELEBRITY ENDORSER’S
IMPACT OF CELEBRITY ENDORSEMENTS ON BRANDS HARSH (60)
- 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
- 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
- Nature of data : Secondary
- Time constraint for research
- Limited review of information
- Source Credibility Theory
- Source Attractiveness Theory
Establishment of Credibility 1
Ensured Attention 2
Higher degree of recall 3
Mitigating a tarnished image
Psychographic Connect 4
Rejuvenating a stagnant brand 5
Dis - Advantages
The reputation of the celebrity may derogate after he/she has endorsed the product 6
Celebrity becomes bigger than the Brand
Inconsistency in the professional popularity of the celebrity
Multi brand endorsements by the same celebrity would lead to confusion 7
Celebrities endorsing one brand and using another 8
Mismatch between the celebrity and the image of the brand
- 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
When should the Celebrities be used (????)
- 1. Instant Brand Awareness and Recall.
- 2. Celebrity values define, and refresh the brand image.