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Objective of the Project
Previous studies in the area of celebrity endorsement have focused on howconsumers react to celebrity endorsement but there is limited research available whenit comes to how companies use celebrity endorsement and how they work toreduce the risks involved in celebrity endorsement.Our main concern will be to get the most satisfactory answer to the followingquestion:
How can the factors inducing a company’s choice of celebrity endorsement as a promotion tool are described?
How can the risks involved for a company in celebrity endorsement aredescribed?
How can the risk reduction methods adopted by a company in celebrityendorsement be described?
What is Managing Public Relation?