GARGI COLLEGE

DELHI UNIVERSITY

SYNOPSIS ON:
CELEBRITY ENDORSEMENT

SUBMITTED TO:
SUBMITTED BY:
Mrs. KIRAN BATRA
BHAVNA SHARMA
144012

INTRODUCTION
The project is to study and analyze the impact of
celebrity endorsement on a common consumer. It is
a sincere eff ort to understand the consumer
perception for celebrity endorsement, to learn
and understand its eff ectiveness and to know the
benefi t associated with celebrity endorsement. This
project report suggests how a celebrity can help a
consumer in identification of a product. It also includes
details about the consumers views about the use of
celebrities in brand promotion by an organization. A
survey was conducted to know the consumers perception
and their thinking about the celebrity endorsements. A
questionnaire has been drafted for the same, to
understand the psyche of the cell phone customers to
know their needs, expectations and their attitude
toward a cell phone brand ambassador. On the basis
of analysis of the result collected from the survey,
we have drawn certain conclusions, which are clearly
mentioned in detail in the later part of this project
report. In a nutshell, this project report will act as a useful
tool for any management in selecting a suitable celebrity
to endorse their product, according to the consumer
likings.

Table of contents

1. Introduction to the topic

2. Relationship between a Celebrity & a Brand
3. Is celebrity advertising effective?
4. Literature review
5. The argument for Celebrity Endorsement
6. The argument against Celebrity Endorsement
7. Brand, Celebrities & Consumer
8. Measuring a Celebrity Endorsement
9. Research Objective and Methodology
10.
Survey results
11.
Findings
12.
Summary and managerial implications
13.
Conclusion
14.
Appendix 1 & 2

Research Objective
Main Objective:
To study the impact of celebrity endorsement on consumer buying
behaviour.

Sub-Objectives:
Three basic sub-objectives are:
To understand consumer perception of the celebrities in
advertisements.
To understand the effectiveness of celebrity endorsement.
To identify drawbacks associated with celebrity endorsement.

Research Methodology
Secondary data:
Reference books; Articles; Websites; Magazines; Newspapers;
Journals
Data analysis tools:
Questionnaire; Pie chart; Graphs; Diagrams; Percentage; Tables