Stars CELEBRITY ENDORSER’S

IMPACT OF CELEBRITY
ENDORSEMENTS ON BRANDS
HARSH
 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
 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
 Nature of data : Secondary
Limitations:
Time constraint for research
No primary research done
Limited review of information
 Theories
Source Credibility Theory
Source Attractiveness Theory
Meaning Transfer Theory
Encoding meaning
Meaning transfer
Meaning capture
 Advantages
Establishment of Credibility 1
Ensured Attention 2
Higher degree of recall 3
Mitigating a tarnished image
Psychographic Connect 4
Associative Benefit
Rejuvenating a stagnant brand 5
 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
 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
 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