Impact of Celebrity Endorsements on Overall Brand
This paper studies the impact of celebrity endorsements on brands. While the magnitude of theimpact of celebrity endorsement remains under the purview of gray spectacles, the paper establishes reasoning to the impact of celebrity endorsements on brands.The study delves into the learning of impact regions of celebrity endorsement and how theyoccur.This paper rifles through the concept of celebrity endorsement and provides insights on what it isand how the increasing number of endorsements throw a valid question to the consumers. Isthere a science behind the choice of these endorsers or is it just by the popularity measurement?What are the reasons which lead to impact of celebrity endorsement on brands?Through research and analysis, this paper emerges with a 14-point model which can be used asa blue-print criteria and can be used by brand managers for selecting celebrities, and capitalizesthe celebrity resource through 360 degree brand communication since our research proposes itas the foundation brick of the impact of celebrity endorsement. Our study reveals that the impactof celebrity endorsement is proportional to the 14 factors discussed in the model.The success of a brand through celebrity endorsement is a cumulative of the following 14attributes. Greater the score of the below parameters greater are the chances of getting close tothe desired impact.The paper also discusses the scope of celebrity endorsement and ends with few insights oncelebrity endorsement and its impact on brands.
Businesses have long sought to distract and attract the attention of potential customers that livein a world of ever-increasing commercial bombardment. Everyday consumers are exposed tothousands of voices and images in magazines, newspapers, and on billboards, websites, radioand television. Every brand attempts to steal at least a fraction of an unsuspecting person's timeto inform him or her of the amazing and different attributes of the product at hand. Because of theconstant media saturation that most people experience daily, they eventually become numb tothe standard marketing techniques. The challenge of the marketer is to find a hook that will holdthe subject's attention.Also from a marketing communications (marcoms) perspective, it is vital that firms designstrategies that help to underpin competitive differential advantage for the firm's product or services. Accordingly, marcom activities back-up other elements in the marketing mix such asdesigning, branding, packaging, pricing, and place The term Celebrity refers to an individual whois known to the public (actor, sports figure, entertainer, etc.) for his or her achievements in areasother than that of the product class endorsed (Friedman and Friedman, 1979). This is true for classic forms of celebrities, like actors (e.g., Amitabh Bachchan, Shahrukh Khan, Rani MukherjeeAamir Khan and Pierce Brosnan), models (e.g., Mallaika Arora, Lisa Ray, Aishwarya Rai, NaomiCampbell, Gisele Buendchen, etc), sports figures (e.g., Sachin Tendulkar, Zaheer Khan, SouravGanguly, Anna Kournikova, Michael Schumacher, Steve Waugh, etc), entertainers (e.g., CyrusBroacha, Oprah Winfrey, Conan O'Brien), and pop-stars (e.g., Madonna, David Bowie) - but alsofor less obvious groups like businessmen (e.g., Donald Trump, Bill Gates) or politicians.Celebrities appear in public in different ways. First, they appear in public when fulfilling their profession, e.g., Vishwanathan Anand, who plays chess in front of an audience. Furthermore,