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A Study Into the Nature of Celebrity Branding in Final}

A Study Into the Nature of Celebrity Branding in Final}

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Published by shounakbumba
This study takes in to account the tradition and current trend of celebrity branding in India. This also shows how film celebrities are dominating the celebrity endorsement market irrespective of the presence of sportsperson like Bindra, Dhoni and other sports celebs.
This study takes in to account the tradition and current trend of celebrity branding in India. This also shows how film celebrities are dominating the celebrity endorsement market irrespective of the presence of sportsperson like Bindra, Dhoni and other sports celebs.

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Published by: shounakbumba on Mar 16, 2009
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10/06/2010

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A study into the nature of Celebrity Branding in India
Author: Shounak DasDesignation:
Research Scholar 
Affiliation
- ICFAI Research Staff Collage (IRSC)
Address
: 3
rd
floor, Astral Heights, Road No.1Banjara Hills, Hyderabad-500034
Mobile
- 09848095105
E-mail
ABSTACT
Due to scarcity of proper “Role Models” in our country the cricketers andthe film stars are treated as role models and enjoy a demo-god status amongthe masses. This phenomenon is highly exploited by the industry to promotetheir products. The study undergoes a qualitative discussion about this phenomenon. The study touches the areas like how a brand being promoted by the celebrities creates an image in the masses. Does celebrity brandingreally contribute to the selling volume of the promoted product or it is justan eye candy contributing positively to the wealth of the celebrity. .Thestudy also tries to find out what kind of celebrities had been dominated andcurrently dominating the advertisement market.
 
Introduction
– 
In our country we worship the film stars and the Cricketersso much so that they enjoy a demo-god status. The industry uses the imagesof these celebrities to promote their products. As a result we see differentcelebrities (filmstars & cricketers) promoting different ranges of products – from pen to hairstyling get.
Literature Survey
Clark & Horstman , 2003 had made several hypothesis regarding thecelebrity branding like i) it gives recall value to the product ii) Celebrityattributes enhance the product iii) the image of the celebrity transfers intothe product and the person who use the product also attached to the image.Mishra and Beatty, 1990, Petty et al, 1983 and Menon et al, 2001 findsimilar findings. According to these studies people relate themselves more tothe product and like the product when the product is being endorsed by popular celebrity.
Objective of the Study
But the question is does the celebrity advertisement really helps inincreasing the selling volume of the product? What kind of product goes
 
with what type of celebrity? Does the celebrity branding is dominated bythe filmstars or by the cricketers or both share equal importance?
Methodology
The study takes into a qualitative study to find the answer of the objective.
Discussions
The celebrities get huge amount of money to endorse the product whichactually creats recall-value for the product likeCoca Cola - Aamir KhanTag Heuer Shahrukh KhanCadbury chocolate – Amitabh BachanThe adding up of any celebrity with any brand may not always increase thesales volume but if somehow the image of the product damaged, celebrityendorsing helps in recovering the image. Like when Cadbury India’sreputation as a safe chocolate was almost gone due to the worm controversy,they used Amitabh Bachan in a commercial assuring the audience about thequality of the Cadbury. Similarly when Pepsi & Coke was infected by thePesticides controversy, Pepsi used both SRK & Sachin Tendulkar for damage control & coke used Aamir Khan for image recovery.

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