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 and the image of the brand

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