Effectiveness of Celebrity Endorsemen1-Merged (1) (7) BBBBB

EFFECTIVENESS OF CELEBRITY
ENDORSEMENT: A REVIEW ON RELATED

CONCEPTS WITH SPECIAL REFERENCE TO
ADIDAS, INDIA.
Business Immersion Report submitted in partial fulfilment for the
requirements for the award of the Degree of
MASTER OF BUSINESS
ADMINISTRATION OF
BENGALURU CITY
UNIVERSITY
By
GEO FENITIO
REG NO: P18CL21M0003
Under the Guidance of
INTERNAL GUIDE
Professor G MAHESH
MBA, MPHIL, (P.hD)
DR AMBEDKAR INSTITUTE OF MANAGEMENT STUDIES
DR AMBEDKAR INSTITUTE OF MANAGEMENT

STUDIES HAL II STAGE INDIRANAGAR
BANGALORE – 560038
2022-2023
DECLARATION BY THE STUDENT
I hereby declare that the “EFFECTIVENESS OF CELEBRITY ENDORSEMENT: A

REVIEW ON RELATED CONCEPTS WITH SPECIAL REFERENCE TO
ADIDAS,
INDIA.” is the result of project work carried out by me under the guidance of Professor G
MAHESH, MBA, MPHIL,(P.hD).in partial fulfilment for the award of master's degree in
Business Administration by Bengaluru city university.
I also declare that this project is the outcome of my own efforts and that it has not been
submitted to any other university or institute for the award of any other degree or diploma or
certificate.
I also declare that the Business Immersion Report is not presented in any forum earlier than
this.
Place: Bangalore Name: GEO FENITIO
Date: Reg No: P18CL21M0003

CERTIFICATE OF ORIGINALITY
This is to certify that the Business Plan Report entitled “EFFECTIVENESS OF
CELEBRITY ENDORSEMENT: A REVIEW ON RELATED CONCEPTS
WITH SPECIAL REFERENCE TO ADIDAS, INDIA.” is an original work of
Mr. GEO FENITIO bearing University Register Number P18CL21M0003 and is
being submitted in partial fulfillment for the award of the Master’s Degree in Business
Administration of Bengaluru City University. The report has not been submitted
earlier either to this University / Institution for the fulfillment of the requirement of a
Course of Study. GEO FENITIO is guided by PROF. G MAHESH, MBA,MPHIL,
(Ph.D).
who is the faculty guide as per the regulations of Bengaluru City University.
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Name of the Student : GEO FENITIO
Registration Number : P18CL21M0003
Title of Dissertation : EFFECTIVENESS OF CELEBRITY ENDORSEMENT:

A
REVIEW ON RELATED CONCEPTS WITH SPECIAL
REFERENCE TO ADIDAS, INDIA.
Name of the Guide : Prof. G. Mahesh, MBA MHIL (Ph.D)
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ACKNOWLEDGEMENT
I have immense pleasure in expressing my deepest gratitude towards our esteemed Institution,
Dr Ambedkar Institute of Management Studies, for giving me an opportunity to be an MBA
student.
I would like to first acknowledge the Chairman, Sri D.B. Rajendra Kumar and also the
Dean Dr. Shanthi Rajendra Kumar for giving me all the support and facilities to complete
this project without any difficulties.
I express my profound gratitude to our Director, Dr Nidhi Arora Ph.D, PGDHRM for her
valuable guidance and support throughout.
Above all, my sincere thanks to my academic guide, Prof. G. Mahesh, MBA, MHIL
(Ph.D). Professor at Dr Ambedkar Institute of Management Studies for his invaluable and
tireless guidance, incisive comments and suggestions without which, it would never have
been possible for me to complete the project.
Lastly, I put forth my due thanks to my beloved parents, my classmates and all other
individual who have directly or indirectly contributed to successful completion of this project.
Place: Bangalore Name: GEO FENITIO
Date: Reg No: P18CL21M0003

GUIDE CERTIFICATE
This is to certify that the Business Plan Report entitled “EFFECTIVENESS OF
CELEBRITY ENDORSEMENT: A REVIEW ON RELATED CONCEPTS WITH
SPECIAL REFERENCE TO ADIDAS, INDIA.” Submitted by GEO FENITIO
P18CL21M0003 to Bengaluru city University, Bengaluru for the award of Degree of
MASTER OF BUSINESS ADMINISTRATION is a record of work carried out by him
under my guidance.
Place: Bangalore Guide Name: Prof. G. Mahesh,

MBA, MHIL,(Ph.D).
Date: Signature:
CHAPTER CONTENTS PAGE
NO
1 INTRODUCTION
1.1 Background of study 1
1.2 Need & Social Relevance 2
1.3 Topic Details 2-3
2 RESEARCH METHODOLOGY
2.1 Objective 4
2.2 Statement of The Problem 4
2.3 Learning Objective 4
2.4 Review of Literature 5
2.5 Research Design 6
2.6 Data Collection 6-8
2.7 Data Analysis Tools 9-10
2.8 Limitations 10
3 BRIEF PROFILE
3.1 Brief profile of Topic 10-13
3.2 Case Base 14-18
4 DATA ANALYSIS
4.1 Internship Description 19-20
4.2 Overviews Internship Experience 21
4.3 Ongoing Consideration - Learning Outcome 22-28
4.4 Business Model Canvas 29
5 DISCUSSION AND CONCLUSION
5.1 Conclusion 30
5.2 Reflect On Skills Acquired: Through Blooms Taxonomy 31-32
5.3 Suggestion 33
Bibliography, Annexure
LIST OF DIAGRAMS
DIAGRAM NO. PARTICULARS PAGE
1. CELEBRITY ENDORSEMENT 12
2. ADIDAS SLOGAN 15
3. ADIDAS STORE 16
4. SWOC ANALYSIS 17
5. BLOOM’S TAXONOMY 31
Executive Summary
The objective of this review is to examine the effectiveness of celebrity endorsement as a
marketing strategy, with a special focus on Adidas in the Indian market. The review aims
to analyze the related concepts and theories associated with celebrity endorsement, and
evaluate the impact of celebrity endorsement on brand image, consumer attitude, and
purchase intention in the context of Adidas in India.
A comprehensive review of relevant literature on celebrity endorsement and related
concepts was conducted. Multiple academic databases, research articles, journals, books,
and reports were searched to gather information. The review focused on studies that
investigated the effectiveness of celebrity endorsement in the Indian market, with
specific reference to Adidas. The review analyzed the key concepts, theories, and models
related to celebrity endorsement, including source credibility, attractiveness.
The review revealed that celebrity endorsement is a popular and widely used marketing
strategy, and Adidas has extensively utilized celebrity endorsements in their advertising
campaigns in India. The findings indicate that celebrity endorsement positively impacts
brand image, consumer attitude, and purchase intention. The credibility and attractiveness
of the celebrity endorser, the match-up between the celebrity and the brand, and the
congruence between the celebrity's image and the brand's image are crucial factors that
influence the effectiveness of celebrity endorsement. The elaboration likelihood model
suggests that the effectiveness of celebrity endorsement depends on the level of consumer
involvement and the route of information processing.
The review concludes that celebrity endorsement is an effective marketing strategy for
Adidas in India. The use of credible and attractive celebrity endorsers who are congruent
with the brand's image can positively influence consumers' brand perception, attitude, and
purchase intention. However, it is essential for marketers to carefully select and manage
celebrity endorsers, considering the match-up hypothesis and the congruence theory.
Additionally, understanding the level of consumer involvement and the route of
information processing can further enhance the effectiveness of celebrity endorsement
in the Indian market.
Keywords: Celebrity endorsement, effectiveness, brand image, consumer attitude,
purchase intention, Adidas, India.
EFFECTIVENESS OF CELEBRITY ENDORSEMENT: A REVIEW ON RELATED
CONCEPTS WITH SPECIAL REFERENCE TO ADIDAS, INDIA
CHAPTER 1
INTRODUCTION
1.1 Background Of The Study
Celebrities are viewed as role models today, particularly by young people. Individuals are
altering their lifestyles in response to their favorite celebrities and public figures who have
achieved fame in a variety of fields, including sports, entertainment, politics, broadcasting,
business, and others. Celebrity endorsements have a significant impact on people's purchasing
decisions. It draws clients and ultimately boosts business efficiency. Celebrities don't always
create any kind of effect on a person's mind in terms of purchasing. Celebrity endorsement is
a popular marketing strategy that involves the use of well-known personalities to promote a
product or service.
The rationale behind this approach is that celebrities are seen as trustworthy and likable, and
their endorsement can enhance brand awareness, credibility, and sales. Since then, celebrity
endorsements have become a standard practice in the advertising industry, and many
companies rely on celebrity endorsements as part of their marketing strategies. Today,
celebrities from various fields, such as sports, entertainment, and politics, are used to endorse
products and services in various forms of advertising, including print ads, television
commercials, and social media campaigns. The effectiveness of celebrity endorsements has
been a subject of much debate, with some studies suggesting that celebrity endorsements can
positively impact brand image, while others suggest that the effects are limited and can even
be negative if the celebrity's image becomes associated with negative events or controversy.
As a result, there has been a growing interest in studying the impact of celebrity
endorsements on brand image and consumer behavior, with many researchers exploring the
various factors that influence the effectiveness of celebrity endorsements. Understanding the
impact of celebrity endorsements on the brand image can help companies make informed
decisions about their marketing strategies and maximize the effectiveness of their advertising
campaigns.
DR AMBEDKAR INSTITUTE OF MANAGEMENT STUDIES Page 1


1.2 Need Of The Study
The major goal of this study is to examine how customer views of the endorsed brand or
items are affected by celebrity endorsements in advertising. For both consumers and
businesses, advertising is an essential component of society and economic systems. It
facilitates the marketing campaigns for the goods and services offered by the majority of
firms by helping to communicate well-crafted messages to the target audience. Celebrity
endorsements are now among the most well-liked types of advertising. You may uncover a
variety of endorsements by scrolling through the many television networks, print
publications, radio stations, or users of social media. It is because VIP support can excite
public mindfulness and individuals' advantage really and proficiently. In any case, the
principal objective of utilizing superstar support is to impact buyer conduct, particularly buy
purpose that is straightforwardly connected with organization income. Thus, it is vital to
catch shoppers' eye and interest by utilizing a VIP who has extraordinary qualities that can
genuinely excite buyers' buy expectations and lead to customers' buy choices. Big-name
endorsers should have a few extraordinary variables that permit individuals to recollect them,
like being gorgeous. Then again, customers normally decipher the source advertising
messages by deciding whether the VIP endorsers are dependable, master, and appealing. a
few purchasers of clothing items, for this situation, Adidas, purchase Adidas items by
thinking about the superstar endorsers. They like to purchase items that are supported by
famous people.
1.3 Topic Details
Brand endorsements by celebrities are increasingly popular in India. A celebrity is a person

who is well-known to the public and enjoys a high standing in both society and public
opinion. The decision was made in collaboration, benefiting both the brand and the celebrity.
The most crucial qualities for a celebrity endorser are dependability and likeability. In a
crowded market, celebrity endorsement is a very successful tactic for attracting customers'
attention and fostering brand loyalty. Celebrity endorsements improve brand visibility, foster
positive brand perceptions, and are viewed as more entertaining by customers. So, using a
celebrity in advertising is likely to have a beneficial impact on customers' perceptions of

brands and their intentions to make purchases.

An observable trend shows that marketers in the services sector heavily rely on celebrity
endorsement tactics. Celebrity endorsement increases a brand's credibility and opens up new
markets. The celebrity effect is the capacity of well-known persons to have an impact on
others. Businesses can benefit from that celebrity status and influence by promoting their
goods and services.
Celebrity endorsements are a type of marketing strategy where a well-known person or

celebrity promotes a product, service, or brand. The idea behind celebrity endorsements is
that the popularity and influence of the celebrity will help to increase awareness and sales for
the product or brand. Celebrities are often chosen for endorsements based on their perceived
attractiveness, charisma, and ability to connect with consumers. They can be actors,
musicians, athletes, or any other public figure with a large following and a positive public
image.
Celebrity endorsements can take many forms, including television commercials, print ads,
social media posts, and product placements. The cost of a celebrity endorsement can vary
widely depending on the celebrity's popularity and the scope of the endorsement campaign.
While celebrity endorsements can be effective in increasing sales and brand recognition, they
are not always successful. Factors like the celebrity's personal reputation and the authenticity
of the endorsement can affect consumer trust and willingness to purchase the product.
Overall, celebrity endorsements can be a powerful tool in marketing and advertising, but it is
important to carefully consider the potential risks and benefits before investing in this
strategy.


CHAPTER 2:
RESEARCH METHODOLOGY
2.1 Objectives:
1. To understand consumers' perception towards celebrities' endorsement.
2. To identify the challenges of consumers in choosing the right product.
3. To find out the best practices and recommend customers for better decision-making.
2.1 Statement Of The Problem

One of the problems with celebrity endorsement is choosing the most appropriate celebrity
endorser for the product. Does the celebrity endorser influence the buying behavior of the
targeted audience to the buy product.? Is celebrity endorsement an important decision when
purchasing a product?
2.3 Learning Objectives

 To gain practical experience in a specific field or industry to apply the theoretical
knowledge in a real-world setting
 To develop new skills and build technical knowledge and methodologies that
arerelevant to the career goals.
 To Enhance communication and collaboration skills which can help develop

importantinterpersonal skills
 To develop a portfolio that showcases the skills and experiences to potential employers.

2.4 Methodology
1. Review of Literature
1. Philip Kotler (2016). Marketing Management.
As explained a wide range of topics related to marketing, including marketing strategies,
market research, consumer behavior, pricing, distribution, and promotion. Throughout the
book, Kotler emphasizes the importance of understanding customer needs and preferences
and creating value for customers through effective marketing strategies. He also discusses the
importance of adapting to changing market conditions and using data and analytics to make
informed marketing decisions. "Marketing Management" is widely regarded as a classic in
the field of marketing and is commonly used as a textbook in marketing courses at
universities and colleges around the world.
2. Barbara Janoff "Brand Strategy and Marketing: Adidas Sweat Brand"
This article as explained focuses on the brand strategy of Adidas, a global sportswear
company, and how the company has successfully positioned itself as a leading brand in the
athletic footwear and apparel market. The article also explores Adidas' marketing strategy,
which includes a focus on product design and development, effective communication with
customers, and the use of digital marketing channels. The company has also been successful
in leveraging social media platforms to engage with customers and build brand awareness.
3. Abdul Qayyum (2010) "Investigating the News Seeking Behavior of Young Adults"
This article as explained the news-seeking behavior of young adults and how this behavior
has been influenced by technological advancements and changes in the media landscape. The
results of the study indicated that young adults tend to seek news that is relevant to their
interests and preferences, and they prefer to consume news through digital platforms such as
social media and online news sites. The study also found that social media plays a significant
role in shaping the news-seeking behavior of young adults, as they rely on social networks to
stay informed about current events and to share the news with their peers.

4. Claudia Schalch (2003) "Celebrities' Impact on Branding"

This article is explained by discussing the reasons why companies use celebrities in their
advertising and branding efforts. These reasons include the ability of celebrities to create
brand awareness, generate buzz, and enhance brand image. The author also notes that
celebrities can lend credibility to a brand and help companies differentiate themselves from
competitors.
The article also discusses some of the potential risks and drawbacks of using celebrities in
branding efforts, such as the possibility of negative publicity or the celebrity's image
becoming associated with the wrong message or product.
5. Debabrata Mukherjee (2009) "Impact of Celebrity Endorsements on Brand Image"

This article has explained the impact of celebrity endorsements on brand image, with a
particular focus on the factors that influence the effectiveness of celebrity endorsements. The
paper begins by discussing the reasons why companies use celebrity endorsements, including
the ability of celebrities to create brand awareness, enhance brand image, and influence
consumer behavior. The author also notes that celebrity endorsements can help companies
differentiate themselves from competitors and create emotional connections with consumers.
2. RESEARCH DESIGN
This is Descriptive research is a type of research design that aims to describe or explore a
phenomenon, situation, or population. It seeks to provide a comprehensive picture of a
particular aspect or characteristic of the subject being studied. In conducting descriptive
research, it is important to ensure that the sample population is representative of the
population being studied to ensure the accuracy of the results. It is also important to use
appropriate data analysis techniques to make sense of the data collected.
3. DATA COLLECTION
Data collection is the technique of gathering and estimating facts on unique factors in a
predetermined framework, which then enables one to cope with pertinent inquiries and check
out the outcome. Data series is defined as the technique of amassing, estimating, and
categorizing actual world stories for seeking functions and the usage of broadly familiar
methods. An analyst can look into their theory totally on the idea of statistics accumulated.
The data series technique varies relying on the sphere of taking a look at and the quantity of

data required.

(A) Primary Data.

Primary data refers to information collected directly from the source through research
methods such as surveys, interviews, experiments, or observations. It is original data that has
not been collected or analyzed previously. Primary data is important in research because it is
specific to the research question and objective. It also allows for greater control over the data
collection process and the quality of data collected. For determining the goals of primary
record collection, a value benefits analysis must be performed, and requisite records from the
respondent.
Observation: Observation in primary data collection involves the collection of data through
the observation of individuals, events, behaviors, or processes. This method allows
researchers to collect data in a natural setting and to record data without disrupting the
environment being observed. It is a common method of collecting primary data and involves
the systematic and objective observation of phenomena. Observation in primary data
collection is a valuable method for collecting data in a natural setting and can provide insights
into individual or group behaviors, as well as the dynamics of a specific environment.
Discussion: we had discussions with a guide, Friends, and, industrial export. It involves
engaging with individuals or groups through conversation, typically in the form of interviews
or focus groups. The purpose of discussion in primary data collection is to obtain more
detailed information about a particular topic or research question and to gain insights into the
perspectives and experiences of participants. It can provide rich and in-depth information
about a topic or research question. It can also help to identify patterns or trends in participant
responses and to highlight any differences or similarities in perspectives among participants.

(B) Questionnaire:-
(1) Participants: The study is an attempt to obtain the opinion specifically of the
customers who buy the product based on the celebrity’s advertisement from Bengaluru.
(2) Sample size: For this study sample of 35 respondents was chosen. The questionnaire
was asked to 35 respondents but only 30 replied and their responses were recorded. The
response rate of 30 people out of 35 is 92 percent in Bengaluru.
(3) Sampling Technique: Simple random sampling has been used.
(4) Sample unit: Customer of Adidas in different areas in Bangalore.
(D) Secondary Data.
Based on the secondary data secondary source of information research statistics that have already
been allocated and are avail to researchers. For examining the monetary problems and challenges
faced through the unorganized sector, economic inclusion provided through authorities as well as
elements of non-authorities’ organizations are taken into account.
Secondary data used in the study should be of the following types.
 Book
 Journals
 Newspaper
 Report
 Magazines
 Internet and case studies

4. Data Analysis Tools.

The data analysis process is collecting information using an appropriate tool or
application that can explore the data and look for patterns in the data. Onecan make
decisions or draw conclusions based on this information and data.
Investigators can use an information evaluation tool to help them make sense of the statistics
they have got acquired. It makes reporting and decoding locating plenty simpler for them.
One can make selections or draw conclusions primarily based on this data and information.
(a) Data Requirement Gathering: First try to answer the query, why do you need to
do that records analysis? This is feasible and most effective if we have a clear aim or cause
for doing the Analysis. One wishes to decide which sort of information analysis is required.
To this degree, one has to decide what to analyze, a way to measure, recognize why the
research and what measures to be used to do this Analysis.
(b) Data Collection: Post statistics requirement accumulating, one gets a clear idea about
what to degree and what should be the findings. Data is amassed based totally on those
requirements. The gathered facts need to be processed or prepared for Analysis, Since
information is collected from a variety of assets, it's miles important to note the date of the
series and the supply of the statistics.
(c) Data Cleaning: Collected records may be useless or irrelevant for analytical purposes
and must be wiped clean up. The statistics accumulated may also include duplicates, blanks,
or errors. Data must be wiped clean for making errors unfastened. In this project, interview
questions have been Emailed to the members: and MS Excel become used to seriously referee
interview replies and gain findings and recommendations for the take a look at.
(d) Data Analysis: On manipulating facts, one comes to recognize whether the facts
required in adequate or whether there is a want to accumulate more or extra statistics. This
fact it is easy to use data evaluation tools and software to assist recognize, interpreting, and
drawing conclude the desires.

(e) Data Interpretation: One may choose the way to explicitly or speak the information
analysis. It can be used actually as a phrase or within the shape of a table or chart. It then
makes use of the effects of the information analysis process to determine the fine path of
movement.
(f) Data Visualization: Data is presented graphically to make it less complicated for the
human brain to apprehend and process. By gazing at relationships and comparing information
sets, you can still locate ways to discover meaningful records.
2.5 Limitations: -
(a) Time Constraints. The sample size chosen is small compared to the personnel in the
industry given time constraints.
(b) Money Constraints. Own funds have been used in the research and since this is a
one- off project, investment has not been made in any paid software.
(e) Face Value Constraints. Participants of the survey being bound by certain codes of
conduct may not be forthcoming in their responses especially when it reflects negatively on
their functioning.
(d) Sampling Constraints. The sample is only 35 as compared to the large population
of beneficiary and benefactor in the respondents in Bengaluru.
(e) Digital Compatibility. The ability of different digital systems, devices, or software to
work together or interact effectively without any conflicts or issues. It means that these digital
components are designed to function seamlessly with each other, exchange information, and
perform tasks without encountering compatibility issues.


CHAPTER-3
BRIEF
PROFILE
3.1. Brief Profile of Topic
Celebrities are people who are well-known in the public due to their credibility, their
attractiveness. Using this as leverage, advertisers boost the efficacy and trustworthiness of
commercials, and brands often incorporate celebrities in their advertising. Although studies
have shown that celebrity endorsement has an impact, there are opposing viewpoints.
Following the same vein, this study confirms the influence of celebrity endorsement on
consumers' inclination to purchase. It will list the elements that determine a celebrity's ability
to sway an audience and look at the celebrity endorsement's impact on advertising
The study will concentrate on the audience's perception of, associations with, and
identification with the product, as well as the social influence it has. This essay's goal is to aid
businesses, media outlets, and organizations in understanding the Messages for advertisement
that s should be developed using the greatest methods and resources to reach their target
audience.
This study will help advertisers in choosing the best VIPs to use in underwriting promoting
and in considering the degree to which ads would be affected. Rather than different types of
promoting, this article will analyze how big-name support in publicizing influences and
impacts individuals' view of showcasing and its impact on society. VIP support directly
impacts the shoppers purchasing ways of behaving and uplifting outlooks toward the item.
At long last, through big-name support, customers accept that they are getting a great item.
This area of examination is intriguing since there are factors that can both advantage and
mischief a brand's picture. As examined above, past exploration has reached various
decisions about the dangers of utilizing specific kinds of superstar endorsers. There is a hole
in principle in how shoppers connect with VIPs and what the main credits of the VIP
endorser are according to the client’s point of view. The vulnerability and the various ends
from past exploration make this region a significant one and worth doing more research on
Choosing the right superstar in publicizing is basic. Superstar supports constructing brand
mindfulness and assumes a fundamental part in guaranteeing the progress of a mission. It
additionally advances items and assembles validity and assists with drawing in shoppers.

Buyer purchasing conduct or Customer buy goal alludes to the individual tendencies and
activities connected with the item. It might likewise be characterized as a person's cognizant
arrangement to make a work to purchase a brand or the individual's inspiration in the feeling
of his/her cognizant arrangement to apply work to complete a way of behaving.
A few investigations uncovered that celebrities are generally utilized as brand

ministers/endorsers because of their high standing among individuals and they are
additionally all around perceived among a huge gathering of the populace too. One of the
different explanations behind buyer purchasing aim is that the vast majority follow others
with whom they partner regarding character also, other positive ascribes, which they track
down in the popular characters.
The primary goal of this study is to examine how celebrity endorsements in advertising affect
consumers' perceptions of the adopted brand or product. Promoting is an indispensable piece
of the general public and financial framework for the two customers and organizations. It
assists with conveying painstakingly pre-arranged messages to target crowds accordingly
working with showcasing projects of the items and administrations of most associations.

Today

superstar underwriting has become one of the most famous types of promoting. Flipping
through the different TV slots, print media, and radio or web-based entertainment customers
track down a lot of supports
*The Adidas Celebrity Endorsements in India are listed below.
1. Palak Kohli: Palak is an expert in the sport of Para-badminton. She got a silver decoration
for the singles match in April 2021. Palak is a brand envoy for Adidas.
2. Manika Batra: Manika Batra is a table tennis player. As of November 2020, she is India's
highest-level female table tennis player. Highest-Manika Batra is the brand envoy of Adidas.
3. Manushi Chillar: Manushi Chhillar is a Bollywood entertainer and model. She presented
in the show Samrat Prithviraj. She is the brand minister for Adidas in India.
4. Ranveer Singh: Ranveer Singh Bhavnani is an entertainer who acts in Indian Bollywood
films. He has gotten many honors, He is the brand envoy of Adidas
5. Deepika Padukone: official Adidas brand envoys in India and the world take their
obligation to wellness one forward-moving step.
6. Rohit Sharma: Rohit Gurunath Sharma is a cricketer in India who is the current public
cricket crew commander. Rohit is the brand diplomat of Adidas.

3.2 CASE BASE

This project is an attempt to understand the Effectiveness of Celebrity Endorsement at Adidas
company. Adidas was established by Adolf Dassler and his more seasoned sibling Rudolf
Dassler in the mid-1920s and is currently perceived as one of the world's most renowned
makers of outdoor supplies. The outdoor supplies industry relies upon advancement,
assortment, showcasing, and the sponsorship of expert competitors. Generally, all
organizations in the business are something very similar, with slight varieties between them.
The business is exceptionally serious where organizations frequently procure organizations
and, at times, take apart and offer to different organizations. Adidas is fostering its items to
serve the necessities of clients at the most ideal level. Adidas chips away at its items by
integrating new styles, and innovations and making them more unambiguous for sports.
Today, we will talk about Adidas' promoting procedure, showcasing blend, and market
examination through SWOT investigation for this situation study. There are three principal
areas of showcasing where Adidas is seeing an expansion in its blend of deals and venture.
To begin with, the organization is venturing into new spots, like growing new items and
administrations, undertaking new fields, and moving from creation to improvement to
upkeep. Second, Adidas' presence via online entertainment stages is expanding as individuals
look for its items for new flavors and fixings. Furthermore, third, promoting connected with
the Olympic Games will keep on being a significant piece of Adidas' showcasing procedure.
Adidas zeros into a greater degree toward the expansive separation procedure. Adidas'
corporate methodology centers around development, attempting to deliver new items,
administrations, and cycles to confront the opposition. The gathering's multi-image portfolio
gives them a significant upper hand. This made a worldwide deals capability that is liable for
business exercises and a worldwide brands capability that is answerable for promoting the
two brands. The worldwide deals capability was likewise isolated into two divisions, discount
and retail. This met the different necessities of these two plans of action. This has been
finished to keep up with their methodology at the corporate level in the long haul so these
divisions can accentuate and buckle down in their separate divisions to benefit from their
endeavors. They carried out a multi-brand procedure by having a different arrangement of
brands that permitted them to serve all portions of the market, from gamers to essentially
everybody. This assisted them with keeping a remarkable character and spotlight on their
center skills.


Relevant History
Adidas is a German manufacturer of sports shoes and apparel. It was the largest sportswear
manufacturer in Europe and the second largest in the world in the early 21st century. Adidas
products are traditionally marked with a three-stripe trademark, which remains an element in
the company's newer "trefoil" and "mountain" logos. Headquarters are in Herzogenaurach,
Germany
Adidas (written “Adidas” by the company) is the name of founder Adolf (“Adi”) Dassler.
One of the world's most popular sportswear brands is Adidas. The In recent years, Adidas has
continued to innovate and expand its product offerings, launching new collections and
collaborations with fashion designers and celebrities. The brand has also embraced
sustainability, launching a range of environmentally-friendly products and initiatives. Today,
Adidas is a global brand with a presence in over 160 countries. The company employs over
62,000 people worldwide and generates billions in annual revenue. The company was
founded in 1924 by Adolf Dassler and was renamed Adidas in 1949.
VIP marking or big-name support is a type of publicizing effort or showcasing procedure that
utilizes the popularity or societal position of a superstar to advance an item, brand, or
administration, or to bring issues to light about an issue. Marketers rely on celebrity sponsors
in the hope that the image of the product or brand will reflect positively on the celebrity
sponsor. Celebrities are also used by non-profit organizations because their frequent coverage
in the media reaches a larger audience, making them an effective fundraising component. It is
one of the world's largest manufacturers of sportswear. Another well-known brand of
sportswear is Reebok, which is also part of the Adidas Group. Adidas produces and sells a
wide range of sports apparel, footwear, baseball, basketball, cricket, and other sports
equipment. Since the beginning of time, Adidas has collaborated with numerous famous
athletes, athletes, and movie stars to promote its brand and demonstrate its values.
Celebrities are frequently utilized by marketers and brands to promote their goods and
services. Customers believe that if a product is good enough for a famous person they admire,
it must also be good enough for us. In advertising campaigns, using a celebrity's image helps
to promote products and raise awareness of them. Marketers hope that a celebrity's popularity
will spread to other brands or products. This method has its advantages. Celebrity
endorsements help people remember ads and make a brand more memorable than a brand that
doesn't have a celebrity endorse it. However, not every time it works; When things go wrong,
it can hurt both the brand and the celebrity. Since, by their actual nature, superstars are much
of the time in the news and continually checked, a VIP who takes a disliked position risks
harming their picture, as well as the brand. Scandals can hurt a company's image and
reputation right away. Brands can benefit from celebrity endorsement because it closely ties
them to the celebrity's wealth. There have been numerous successful organizations, athletes,
and celebrities, but there have also been notable failures.

SWOC Analysis of Adidas
Strengths:
1. Strong brand image: Adidas is a well-known brand with a strong image and
reputation, especially in the sports industry.
2. Innovation: Adidas invests heavily in research and development, leading to

innovative products such as Boost and Future craft 4D.
3. Global presence: Adidas has a strong global presence, operating in over 100
countries worldwide.
4. Marketing: Adidas has a successful marketing strategy, using celebrities and athletes
as endorsers, and engaging with customers through social media platforms.
5. Diversification: Adidas has diversified its product line to include apparel, footwear,
accessories, and even technology products.
Weaknesses:
1. Dependence on North America: Adidas's sales are highly dependent on the North
American market, with over 40% of its revenue coming from the region.
2. Limited market share: Despite being a major player in the sports industry, Adidas
has a smaller market share than Nike.
3. Supply chain issues: Adidas has faced criticism for its supply chain practices,
including worker exploitation and environmental concerns.
4. Over-reliance on footwear: While Adidas has diversified its product line, it still
heavily relies on footwear for most of its revenue.
5. Pricing: Adidas products are often more expensive compared to competitors,

potentially limiting its customer base.

Opportunities:
1. Emerging markets: Adidas can expand its reach in emerging markets, where there is
growing demand for sports and fitness products.
2. E-commerce: The growth of e-commerce presents an opportunity for Adidas to reach

more customers and increase sales.
3. Sustainability: Adidas can capitalize on the growing demand for sustainable products
by investing in eco-friendly materials and production practices.
4. Health and wellness: As people become more health-conscious, Adidas can focus on
products that cater to fitness and wellness trends.
5. Partnerships: Adidas can collaborate with other brands, celebrities, and athletes to
expand its product line and reach new audiences.
Challenges:
1. Intense competition: Major players in the sports industry include Nike, Under
Armour, and Puma.
2. Economic uncertainty: Economic downturns or currency fluctuations could impact

Adidas's sales and profitability.
3. Changing consumer preferences: Trends and preferences can change quickly,

making it challenging for Adidas to stay relevant and meet consumer demand.
4. Counterfeit products: Adidas faces the challenge of counterfeit products, which can
damage its reputation and decrease sales.
5. Supply chain sustainability: Adidas must continue to address concerns around

worker exploitation and environmental sustainability to maintain its reputation and
customer loyalty.

CHAPTER 4
DATA
ANALYSIS
4.1 Internship Description

1. Orientation:
Orientation was held in our college. In orientation, we have got a brief introduction about
the internship and project work. Our internal guide explained the Internship,
Training, Business immersion, and s, social relevance for the preparation of the project. We
were asked to choose the topic of our choice.
2. Objective And Scope:

We have selected the topic and the title of the project report and with the help of our
guide we finalized the objective to give a kick start for the project.
3. Project Plan:
We prepared a blueprint of the project plan and it worked as throughout as a route map for us
and we started working on our topic accordingly.
The initial blueprint was framed about:
1) Availability of time
2) Availability of resources
3) Source of collection of data
4) Objective of the study
5) Scope management
4. Assignment Of Project:
We were asked to prepare the progress report, collect the data, and gathered the data we had
to industry expect to acquire more details and we followed the research methodology process
and guidelines to extract useful information from the data.


5. Research And Planning:

I have selected descriptive research methods and primary and secondary data to collect the
relevant information was used in this research reportand we have planned accordingly to
complete the research work effectively.
6.Progress Reports:
The project report was getting corrected and updated every week to make sure this research
report gets completed without any errors. Every week we submit the report to our guides along
with the next week. Also, were asked to ask to submit at plan for next week so that this week’s workers
are well planned.
6. Monitor And Control The Project:
As we submitted the progress report it was monitored by the guide and given the feedback
and we make sure that we were giving the reporton time for this week and also for the
following week.
7. Document The project:
We have documented the given feedback from our guidance andsegregated the content and
required details as per study requirements.
8. Final Report:
As per university requirements, we have submitted the final report of the project which was
prepared by data gathering, analysis, documentation, and following norms of preparation of a
proper research report.

4.2 Overview Of Internship Experience
*A Short-Term Work Exposure: While carrying out a study on celebrities’

endorsement,the experience obtained on the subject was extraordinary and there was a lot to
learn from the process of research work. It gave short-term work exposure to how to get
things done on the growth.
*A Practical Experience In The Field Of Study: It provided the practical

experience ofmany aspects that were taught to us in the classroom. Though this project work
was not an internship in a company but allowed me to have practical experience in the field
of study and analysis of a company.
*Build Valuable Skills And Connections: Skills The process gave a detailed insight
into the various valuable skills. The values that are essential to carry out any such task were
learned and implemented on the ground. The same will inspire and guide us further in life in
our future endeavors. Certain Core Values which are needed and, were observed during the
study are as under *Sincerity *Integrity *Innovation *Passion *Curiosity *Teamwork
*Accountability *Planning *Adaptability *Flexibility *Analytical abilities *Problem-solving
and Decision making *Logical and critical thinking
*Benefit For Future Careers: This experience is undoubtedly beneficial for future
career growth. This was a kind of enhancement of knowledge and knowing various
functioning of anorganization, intricacies, and how to deal with all that. This makes one a
more confident, result- oriented, and judicious decision-maker. This would enhance work
experience exposure and help in building a powerful Curriculum Vitae to create better job
opportunities.
*A Valuable Opportunity: This research work beyond any doubt was a valuable
opportunity for us to explore the hidden areas of a subject which is in trend now. This also
made us wiser and helped us to share knowledge with society at large, which may benefit
others.

4.3 ONGOING CONSIDERATION -LEARNING OUTCOME
OBJECTIVES:1
Widely Accepted Concept.
Highly Influenced in Purchase

Decision.
To understand
consumers perception
Perceived Authenticity.
towards celebrities’
endorsement.
Brand Recall.
Overused Concept.
1. Widely Accepted Concept: The widely accepted concept of endorsement in

marketing and advertising is that it can be a powerful tool for influencing consumer behavior.
Endorsement refers to the use of a third party, such as a celebrity, expert, or satisfied
customer, to promote a brand or product. It refers to the practice of using famous individuals,
such as actors, athletes, musicians, or social media influencers, to promote a product, service,
or brand. The reasoning behind celebrity endorsement is that the public often idolizes and
trusts celebrities, so their endorsement can be a powerful tool in persuading consumers to
purchase a product or service. It can also increase brand awareness and help companies reach
a wider audience. However, the effectiveness of celebrity endorsements can vary depending
on a variety of factors, including the celebrity's credibility, relevance to the product, and the
target audience. Some studies have also suggested that consumers may be becoming more
skeptical of celebrity endorsements and are placing greater value on authenticity and
transparency in advertising.

2. Highly Influenced In A Purchase Decision. credibility endorsement can be a

powerful influence on a person's purchase decision. When a product is endorsed by someone
who is considered credible, such as a celebrity, an industry expert, or a trusted brand, it can
increase the perceived value and legitimacy of the product in the eyes of consumers.
Credibility endorsement works because it taps into the psychological principle of social
proof, which is the notion that if others are seen as informed or credible, people are more
likely to follow their lead. When a celebrity or expert endorses a product, consumers may
assume that the product must be good if someone with that level of expertise or influence is
willing to endorse it.
Several factors can highly influence a person's purchase decision, including

1. Product quality:
2. Brand Reputation:
3. Price:
4. Personal recommendations
5. Advertising and marketing:
Overall, many factors can influence a person's purchase decision, and these can vary
depending on the individual and the product in question.
3. Perceived Authenticity. Perceived authenticity is the extent to which something is

believed to be genuine by an individual or group. In the context of marketing and advertising,
perceived authenticity is important because it can influence how consumers perceive a brand
or product, and ultimately, their purchase decisions.
When consumers perceive a brand or product as authentic, they are more likely to trust the
brand, believe its claims, and be loyal to it. On the other hand, if consumers perceive a brand
as inauthentic or fake, they may be less likely to trust it or buy its products.
Perceived authenticity can be affected by several elements, such as the product's quality and
place of origin, the brand's history and values, and the way the brand communicates with its
audience.


4. Brand Recall. Brand recall describes a consumer's capacity to recall a brand name
accurately from memory when prompted by a product category or other cues. It is an
important metric used in marketing and advertising to assess the effectiveness of brand
awareness campaigns and to evaluate the strength of a brand's position in the marketplace.
Brand recall can be measured in various ways, such as through surveys, focus groups, or
experiments that test consumers' ability to recognize or recall a brand name or logo. A high
level of brand recall indicates that the brand is well-known and has a strong presence in the
consumer's mind, which can lead to increased sales, customer loyalty, and brand equity.
5. Overused Concept. The overuse of celebrity in marketing and advertising refers to the
excessive reliance on famous personalities to promote products or services. While celebrity
endorsements can be an effective marketing strategy, there are several drawbacks to relying
too heavily on this approach. First, using celebrities can be expensive, and not all brands can
afford to pay for high-profile endorsements. Additionally, the effectiveness of celebrity
endorsements can vary depending on the celebrity's reputation, personal life, and the target
audience's demographics and preferences. By using a more balanced approach, brands can
create more authentic connections with their audience and avoid the potential drawbacks of
overusing celebrity endorsements.
Knowledge: Knowledge of the marketing industry and how celebrity endorsements are used
in advertising. Knowledge of consumer psychology and how celebrity endorsements can
influence consumer behavior.
Skills: Analytical skills to interpret and analyze data, Strong critical thinking skills, Empathy
skills, Communication skills
Ability: Ability to conduct market research and gather data on consumer perception of
celebrity endorsements.

OBJECTIVES: 2
Multiple Choices
To identify the
Lack of Product Knowledge
challenges of
consumers in choosing
the right product.
Confusing Product Description
Pricing
1. Multiple choices. Having too many choices is a phenomenon in which consumers are
presented with an overwhelming number of options to choose from, leading to decision
paralysis, dissatisfaction, and lower levels of engagement with the product or service. When
there are too many choices, consumers may struggle to evaluate the options and make a
decision, which can lead to feelings of anxiety, frustration, and regret. Additionally, having
too many choices can increase the cognitive load on the consumer, making it more difficult to
remember and compare the features and benefits of each option. A product is a collection of
tangible items. Every product has unique physical characteristics, including shape, size,
density, taste, texture, color, and weight. So, to affect the customer's purchasing behavior, the
sales associate must become knowledgeable about these aspects of a product.
2. Lack of Product Knowledge. Lack of product knowledge refers to a situation in

whichconsumers are not fully aware of a product's features, benefits, or applications. This can
occurdue to a lack of information provided by the company, or because the consumer has not
taken the time to research or learn about the product. When consumers lack product
knowledge, theymay not fully understand the value of the product or how it can benefit them.
This can lead to lower levels of engagement with the product, a higher likelihood of
dissatisfaction, and a decreased likelihood of repeat purchases or recommendations to others.

3. Confusing Product Description. A confusing product description is unclear,

ambiguous, or difficult to understand, making it challenging for customers to determine
whether the product meets their needs or not. This can occur due to a variety of factors, such
as using technical jargon, using vague or imprecise language, or failing to provide sufficient
detail. When a product description is confusing, customers may become frustrated and
uncertain about whether to make a purchase or not. They may also experience anxiety or
hesitation about the product's effectiveness or suitability for their needs.
4. Pricing. Pricing is the most important factor that influences consumer behavior in
choosing a product. Consumers often consider the price of a product before making a
purchasing decision. The price of a product affects a consumer's perception of its value, and
therefore, can determine whether or not a consumer will buy it.
There are several pricing strategies that businesses can use to attract consumers and influence
their purchasing decisions. One common strategy is discount pricing, which involves offering
products at a lower price than their usual cost to attract price-sensitive consumers.
Another strategy is premium pricing, which involves setting a higher price for a product to
create the perception that it is of higher quality or more exclusive.
Overall, pricing is a critical factor in a consumer's decision-making process, and businesses
must carefully consider their pricing strategies to attract and retain customers while
maintaining profitability.
Knowledge: Knowledge of the target audience and their needs, preferences, and behavior.
Familiarity with pricing strategies and market trends.
Skills: Strong critical thinking skills, Empathy skills, Communication skills
Ability: Ability to compare similar products or services to identify differences and advantages.

OBJECTIVES: 3
Research The Product And Set A

Budget
To find out the best
practices and Screening Strategies
recommend customers
for betterdecision-
making.
Avoid Impulse Buying
1. Research The product And Set A Budget

Researching a product and setting a budget are important steps to making an informed
purchasing decision. Here are some steps to follow when researching a product and setting a
budget:
1. Identify your needs: Determine what you need the product for and what features are
essential for your needs. This will help you narrow down your options and avoid purchasing
unnecessary features.
2. Research the product: Look for information about the product, such as its specifications,
features, and reviews. You can read reviews from other customers online or ask friends and
family for their opinions.
3. Compare prices: Once you have identified a few options that meet your needs, compare
their prices. Look for sales or promotions that could help you save money on the purchase.
4. Set a budget: Based on your research, set a budget for the product you want to purchase.
Make sure your budget includes any additional costs, such as taxes or shipping fees.
5. Stick to your budget: When making a purchase, stick to your budget to avoid
overspending. If the product you want is above your budget, consider waiting for a sale or
looking for a more affordable alternative.

2. Screening Strategies
The more information consumers consider the more likely are they to make a better purchase
decision. Online merchants offer wide and deep product assortments so that consumers can
find a product fit that best matches their needs. But navigating through all the product choices
available online can be time-consuming.
Conduct research: Research best practices in the industry or field in question. This can
involve reviewing academic literature, case studies, and industry reports.
Analyse customer needs: Understand the needs and requirements of your customers through
surveys, interviews, and feedback. This can help you tailor your recommendations to their
specific needs.
Evaluate customer goals: Understand the goals and objectives of your customers. This can
help you recommend best practices that align with their goals.
3. Avoid impulse buying
Impulse buying can lead to unnecessary spending and financial strain. Here are some
strategies to help avoid impulse buying:
1. Compare prices: Before making a purchase, compare prices at different stores or
websites. This can help you find the best deal and avoid overpaying for an item.
2. Set a budget: Set a budget for your shopping trip and stick to it. This will help you avoid
overspending and impulse buying.
3. Avoid shopping when emotional: Avoid shopping when you are feeling sad, stressed, or
bored. Emotional shopping can lead to impulse buying as a way to cope with negative
emotions.
4. Shop with a friend: Shopping with a friend who can offer support and accountability can
help you avoid impulse buying.
By using these strategies, you can avoid impulse buying and make more intentional purchases
that align with your financial goals
Knowledge: I develop knowledge in relevant fields such as business administration,

marketing, economics, finance, and data analysis.
Skills: Analytical skills, recommend solutions skills, evaluation alternatives skills.
Ability: Ability to analyze and evaluate data on consumer decision-making.

4.4 BUSINESS MODEL CANVAS
8 7 2 4 1
CUSTOMER CUSTOMER
KEY PARTNERS KEY VALUE RELATIONSHIP
ACTIVITIE PROPOSITION S SEGMENTS
Adidas partners with
various stakeholders,
S Adidas' value
proposition is to Adidas's Target
Adidas' key Adidas uses customer
including suppliers, provide high-quality customers consist of
activities include relationship
manufacturers, distributors, and innovative sports management software sports and fitness,
product design and
and retailers, to design, apparel and footwear to collect customer fashionable youth, and
development,
produce, and distribute its that enhance athletic data, and event-based brand loyalists.
manufacturing,
products globally and other performance and marketing to draw
marketing, and
businesses. The company lifestyle, while also attention to the way
Demographic: The brand
advertising, and the company do
also has partnerships with embodying a sense targets athletic young
Distribution. business.
non-profit organizations. of style and fashion. adults aged between
19 to 40 years old.
3 Psychographic Sports,
CHANNELS Fitness & Fashion
Healthy lifestyle
6 Time-poor, Quality
Adidas uses
KEY RESOURCES multiple Channels Fast shipping
Adidas key resources include to reach its BEHAVIORAL
its human resources, its customers, Activewear - Gym and
physical assets such as including physical Workplace, social media,
factories and offices, brand retail stores, online Cool Factor including
reputation, intellectual channels, and direct athletes, fashion-
property, manufacturing sales to customer. conscious consumers,
facilities, supply chain, and . youth, fitness enthusiasts,
partnerships. and sneakerheads.
9 5
COST STRUCTURE REVENUE STREAMS
Adidas cost structure includes costs associated with research Adidas generates revenue through the sale of its
and development, manufacturing, marketing, and sales, as products, as well as through sponsorships and
well as administrative costs and costs associated with its licensing agreements and franchise fees. The
physical assets.
company also generates revenue from its investments
The company also incurs costs associated with its investments
in other businesses.
in other businesses and through Its services business.

CHAPTER 5
DISCUSSION AND CONCLUSION
5.1 Conclusion
In conclusion, celebrity endorsement can be an effective marketing strategy when done

correctly. The literature suggests that the effectiveness of celebrity endorsement is influenced
by various factors, including the credibility and fit of the celebrity, the emotional connection
and self-concept of the target audience, and the familiarity and attractiveness of the celebrity.
When there is a strong match between the celebrity and the product being endorsed,
consumers are more likely to perceive the endorsement as authentic and effective.
Additionally, if the celebrity is seen as trustworthy and knowledgeable in their field, their
endorsement can have a positive impact on the brand.
However, it is important to note that the effectiveness of celebrity endorsement can vary
depending on the product, the target audience, and the context of the endorsement.
Furthermore, celebrity endorsement should not be relied upon as the sole marketing strategy
and should be used in conjunction with other marketing efforts.
Overall, when properly executed, celebrity endorsement can increase brand awareness,
improve brand recall, and create an emotional connection between consumers and the brand.
However, it is important for marketers to carefully consider the fit and credibility of the
celebrity and to tailor their marketing efforts to their specific target audience.
the effectiveness of celebrity endorsement depends on various factors, including the product
or service being advertised, the celebrity's credibility and likability, the target audience, and
the marketing strategy employed. While celebrity endorsements can enhance brand
recognition and credibility, they do not guarantee success and can also have negative
consequences if the celebrity's image becomes tarnished or if the endorsement appears
insincere or forced. Ultimately, marketers should carefully evaluate the potential risks and
benefits of using celebrity endorsements and consider alternative approaches to advertising
before deciding. Celebrity endorsement can be an effective marketing tool, but it requires
careful consideration of the risks and benefits and the selection of the right celebrity who can
best represent the brand and resonate with the target audience.

5.2 REFLECT ON SKILLS ACQUIRED: LEARNING EXPERIENCE

THROUGH BLOOMS TAXONOMY
This chapter’s focus is to round off the study with learning conclusions and
recommendations, the learning is made with the help of Blooms’ taxonomy and the
conclusions would be made from the analysis and the objectives of the research. The
taxonomy is often represented as a pyramid, with remembering at the base and creating at the
top, indicating that higher-order thinking skills build upon lower-order thinking skills. The
taxonomy is used in education to help teachers and instructional designers develop learning
objectives and assessments that promote critical thinking and higher-order learning. The
models were inspired by Benjamin Bloom, the chair of the taxonomy development committee
of educators.


*Remembering (Knowledge): At the remembering level, learners can recall the basic
information about celebrity endorsements, such as the definition, types of celebrity
endorsement, and the benefits of using celebrity endorsers. This level of learning is essential
for building a foundation of knowledge on the topic.
* Understanding (Comprehension): At the understanding level, learners can comprehend the

reasons why celebrity endorsement is effective, including the role of trust, credibility, and
emotional appeal in influencing consumer behavior. They can also identify the potential risks
and drawbacks of using celebrity endorsement in advertising.
*Applying (Application): At the applying level, learners can use their understanding of
celebrity endorsement to evaluate and select appropriate celebrity endorsers for a given
product or brand. They can also create an effective celebrity endorsement campaign, taking
into account the target audience, message, and medium.
* Analysing (Analysis): At the analyzing level, learners can analyze the effectiveness of
celebrity endorsement campaigns by breaking down the elements of the campaign, such as
the celebrity's image, message, and audience reception. They can also compare and contrast
different celebrity endorsements and evaluate their impact on brand image and sales.
* Evaluating (Synthesis): At the evaluating level, learners can make judgments about the
overall value and effectiveness of celebrity endorsement in advertising. They can weigh the
benefits and drawbacks of using celebrity endorsers and determine whether it is a worthwhile
investment for a brand.
*Creating (Valuation): At the creating level, learners can synthesize their knowledge of
celebrity endorsement to design innovative and impactful celebrity endorsement campaigns
that go beyond traditional approaches. They can use creativity and critical thinking to develop
new ways of leveraging celebrity endorsers and measuring the success of their campaigns.

5.3 Suggestions
When considering celebrity endorsements, it is important to choose a celebrity whose image
and values align with your brand and target audience. Here are some suggestions for selecting
a celebrity endorsement:
 Determine who your target audience is and what values they hold. Look for a celebrity who
appeals to that audience and embodies those values.
 Choose a celebrity who is relevant to your product or service. For example, a sports star
may be a good fit for a sports brand, while a beauty influencer may be a good fit for a
makeup brand.
 Choose a celebrity who is credible and respected in their field. This will make their
endorsement more impactful and convincing.
 Research the celebrity's background to ensure that they have not been involved in any
controversy that could negatively impact your brand.
 Negotiate clear terms and conditions with the celebrity's management team, including the
duration of the endorsement, the fees involved, and the exclusivity of the arrangement.
* Firstly, the study suggests that celebrity endorsements can be effective in enhancing
brand recognition and credibility. Marketers should carefully select a celebrity whose image
matches the brand and whose attraction resonates with the primary target audience.
* Secondly, the study highlights the potential risks and drawbacks of using
celebrity endorsements. Marketers should be aware that the celebrity's image can become
tarnished or that the endorsement can appear insincere or forced, which can negatively impact
the brand's image and reputation.
* Thirdly, the study suggests that the effectiveness of celebrity endorsements

can be influenced by the marketing strategy employed. Marketers shouldcarefully consider
the messaging, tone, and format of the advertisement and the context in which it is presented.
* Finally, the study highlights the importance of evaluating the potential risks
and benefits of using celebrity endorsements and considering alternative approaches to
advertising. Marketers should be aware that celebrity endorsements are not a guarantee of
success and should consider alternative approaches that can achieve similar or better results

Bibliography
Journals
Shrivastava, R., & Shrivastava, M. (2016). Celebrity endorsement: A strategic promotion
perspective. International Journal of Management, IT and Engineering, 6(2), 208-224.
Agrawal, S. (2018). Impact of celebrity endorsement on brand image: A study of Adidas,

India. International Journal of Marketing and Business Communication, 7(2), 38-45.
Kaushik, A. K., & Sharma, P. (2017). Effectiveness of celebrity endorsements on consumer

buying behavior: A study of Adidas in India. International Journal of Marketing and
Business Communication, 6(2), 12-20.
Singh, R., & Gupta, S. (2018). Celebrity endorsement and its impact on brand loyalty: A
study of Adidas, India. International Journal of Applied Marketing and Management,
3(2), 28-38.
Mohapatra, S., & Mohapatra, A. (2018). Effectiveness of celebrity endorsement on consumer

purchase intention: A study of Adidas, India. International Journal of Marketing,
Communication and Technology, 8(2), 1-9.
Prasad, A., & Verma, S. (2017). Celebrity endorsement and its impact on consumer buying
behavior: A study of Adidas in India. International Journal of Economics, Commerce and
Management, 5(4), 87-96.
Patel, N., & Patel, P. (2019). Examining the effectiveness of celebrity endorsement on
brand awareness and brand attitude: A study of Adidas in India. International Journal of
Research and Analytical Reviews, 6(1), 171-180.
Sengar, S., & Chauhan, A. (2018). Celebrity endorsement and its impact on brand
preference: A case study of Adidas in India. Journal of Marketing and Communication,
14(1), 45-56.
Website:
https://scholarworks.rit.edu/
http://scholar.google.com/
https://cyberleninka.org/
https://www.yourarticlelibrary.com/
Annexure
QUESTIONNARE
Geo Fenitio, pursuing MBA at Dr. Ambedkar Institute of Management studies, Bengaluru.
This questionnaire is prepared as a part of my study on " Effectiveness of Celebrity
Endorsement: A Review on Related Concepts with special reference to Adidas India". This
report will be prepared and submitted to Bengaluru City University for the partial fulfilment
of the MBA course. You are requested to kindly respond to the interview by expressing your
honest opinion, since the study is for academic purpose. I hereby affirm that the data
collected will be kept confidential and will not be used for any other purpose.
This questionnaire is aimed at soliciting information from students, on their perception
About Celebrity Endorsement. Please tick ( or X) the possible answer next to the box were
appropriate. Kindly provide answers candidly as possible.
Name :
Address :
Email ID :
Age : (20-40)
Gender : M/F
Education Qualification:
QUESTIONS
1. Celebrity endorsed ad grab an audience's attention more easily than a

standard ad?
⃞Strongly Agree
⃞Agree
⃞Neutral
⃞Disagree
⃞Strongly Disagree
2. Does the use of a celebrity in an advertisement make you more likely to buy
the product?
⃞Strongly Agree
⃞Agree
⃞Neutral
⃞Disagree
3 Have you ever researched a product endorsed by a celebrity to see if they

actually use or believe in it?
⃞Strongly Agree
⃞Agree
⃞Neutral
⃞Disagree
4. How likely are you to remember a brand or product that is endorsed by

a celebrity?
⃞Strongly Agree
⃞Agree
⃞Neutral
⃞Disagree
5. Have you ever become tired of seeing the same celebrity endorsing
multiple products?
⃞Strongly Agree
⃞Agree
⃞Neutral
⃞Disagree
6. Do you find it difficult to make a decision when there are too many
choices available?
⃞Strongly Agree
⃞Agree
⃞Neutral
⃞Disagree
7. Have you ever felt like you made a mistake when purchasing a product
because you didn't have enough information?
⃞Strongly Agree
⃞Agree
⃞Neutral
⃞Disagree
8. Have you ever purchased a product that did not meet your expectations due to
a confusing product description?
⃞Strongly Agree
⃞Agree
⃞Neutral
⃞Disagree
9. Have you ever decided not to purchase a product because the price was too high?
⃞Strongly Agree
⃞Agree
⃞Neutral
⃞Disagree
10. Do you typically research a product before making a purchase?
⃞Strongly Agree
⃞Agree
⃞Neutral
⃞Disagree
11. What screening strategies do you typically use when considering a

product? (e.g., reading reviews, checking product specifications, comparing
with similar products)
⃞Strongly Agree
⃞Agree
⃞Neutral
⃞Disagree
12. Do you typically set a budget before shopping to avoid impulse buying?
⃞Strongly Agree
⃞Agree
⃞Neutral
⃞Disagree
WEEKLY REPORT
1
Name of the Student and Roll GEO FENITIO

Number
P18CL21M0003
Name of the Topic Effectiveness of celebrity endorsement: a review on
related concepts with special reference to Adidas,
India.
Period of the Report (Week 1st) 27-12-2022 To 02-01-2023
Activities are undertaken Before TITLE SUBMISSION

the following activities were undertaken:
during the week (Students
1. Interacted with my college guide every alternate
should briefly narrate the day to clarify my doubts and seek advice.
2. Carried out research on topic through the
activities as bullet points)
internet.
Details of field trips 1. Through

undertaken (if any) LinkedIn tried to connect with business world
and summary of 2. Visited various companies for
results of such trips seeking permission to get internship
projects.
Learning Points 1. Communication Skills
acquired from the 2. Brain Storming
above activities 3. Planning
4. Organizing
Plan for the next 1. Collection of relevant materials through internet, and
week Any other point various secondary resources.
Signature of student : Signature of Faculty Guide:
Date :
WEEKLY REPORT
2

Number
P18CL21M0003
Name of the Topic Effectiveness of celebrity endorsement: a review on related
concepts with special reference to Adidas, India.
Period of the Report (Week II 03-01-2023 To 10-01-2023

ND)
Activities are undertaken Before TITLE APPROVAL,the
during the week (Students following activities were undertaken:
should briefly narrate the 1. Interacted with my college guide every alternate day to
activities as bullet points) clarify my doubts and seek advice.
2. Carried out research on my selected topic through the
internet and by visiting the chosen company.
Details of field trips 1. Visited company to get some company reports to make my
undertaken (if any) and research more authentic.
summary of results of such 2. Interacted with HR and Employee
trips
Learning Points acquired from 1. Communication Skills

the above activities
2. Asking Skills
3. Inter personal Relationship
Plan for the next week Any 1.Collection of relevant materials through internet, and
other point
various secondary resources.
Date :
WEEKLY REPORT
3

Number
P18CL21M0003
concepts with special reference to Adidas,
India.
Period of the Report (Week III 11-01-2023 To 18-01-2023
RD)
Activities are undertaken during Before TITLE APPROVAL,the
the week (Students should following activities were undertaken:
briefly narrate the activities as 1. Interacted with my college guide every alternate
bullet points) day to clarify my doubts and seek advice.
2. Carried out research on my selected topic through
the internet and by visiting the chosen company.
3. Prepared a rough draft of the first and second
chapters.
Details of field trips 1. Visited company to get some relevant material for
undertaken (if any) and my research.
summary of results of such 2. Interacted with HR and employer
trips 3. Visited company to get some relevant material for
my research.
4. Interacted with HR and Employee
Learning Points acquired from 1. Communication Skills

the above activities
2. Asking Skills
3. Inter personal Relationship
Plan for the next week Any 1. Collection of relevant materials through internet,
other point
Company, and various secondary resources.
Date :
WEEKLY REPORT
4
Name of the Student and GEO FENITIO

Roll Number
P18CL21M0003
concepts with special reference to Adidas, India.
Period of the Report (Week 19-01-2023 To 27-01-2023

IV TH)
Activities are undertaken After TITLE APPROVAL, the
during the week (Students following activities were undertaken:
should briefly narrate the 1.Changes have been incorporated.
activities as bullet points) 2. Interacted with my college guide every alternate day
to clarify my doubts and seek advice.
3. Carried out research on my selected topic through
the internet and by visiting the chosen company.
Prepared a rough draft of the third and fourth chapters.
Details of field trips 1.Visited company to get some relevant material for my
undertaken (if any) and research.
summary of results of such 2.Interacted HR and Employee
trips
Learning Points acquired 1. Communication Skills
from the above activities
2. Analytical Skills
3. Technical Skills
4. Project Panning
5. Resource Management
Plan for the next week Any 1. Plan to make final report as per university guidelines.
other point
Date :
P18CL21M0003 GEO FENITIO
by Turnitin Turnitin
Submission date: 03-Apr-2023 07:41PM (UTC+0530)

Submission ID: 2054633456
File name: P18CL21M0003_GEO_FENITIO_8.pdf (579.93K)
Word count: 8774
Character count: 49120
EFFECTIVENESS OF CELEBRITY ENDORSEMENT: A
REVIEW ON RELATED CONCEPTS WITH SPECIAL
REFERENCE TO ADIDAS, INDIA.
NAME: GEO FENITIO
REG NO: P18CL21M0003

P18CL21M0003 GEO FENITIO
ORIGINALITY REPORT
9 %
SIMILARITY INDEX
2%
INTERNET SOURCES
1%
PUBLICATIONS
9%
STUDENT PAPERS
PRIMARY SOURCES
1%
1
Submitted to London School of Commerce
Student Paper
1%
2
Submitted to Heriot-Watt University
Student Paper
1%
3
Submitted to East Delta university
Student Paper
1%
4
www.coursehero.com
Internet Source
1%
5
dspace.nbuv.gov.ua
Internet Source
<1 %
6
Submitted to University of Ghana
Student Paper
<1 %
7
Submitted to Erasmus University of
Rotterdam
Student Paper
<1 %
8
Submitted to University of Salford
Student Paper
<1 %
9
Submitted to Leeds Trinity and All Saints
Student Paper
Submitted to University of Glasgow
10 Student Paper
<1 %
Submitted to University of Leeds
11 Student Paper
<1 %
Submitted to Higher Education Commission
12
Pakistan <1 %
Student Paper
Submitted to Modern College of Business and

13
Science <1 %
Student Paper
Submitted to University of Hong Kong

14 Student Paper
<1 %
Submitted to Queen Margaret University
15
College, Edinburgh <1 %
Student Paper
Submitted to Curry College

16 Student Paper
<1 %
Submitted to University of Newcastle upon
17
Tyne <1 %
Student Paper
Chong Wang, Zhuohao Zhang, Qiao Wang, Jiali

18
Wang, Luoran Shang. "Aqueous two-phase <1 %
emulsions toward biologically relevant
applications", Trends in Chemistry, 2023
Publication
Submitted to Roehampton University

19
<1 %
Student Paper
<1 %
20 Submitted to Mississippi State University
Student Paper
<1 %
21 Submitted to Aston University
Student Paper
<1 %
22 Submitted to INTO University of East Anglia
London
Student Paper
<1 %
23 Submitted to South Gloucestershire and
Stroud College
Student Paper
<1 %
24 Submitted to The Manchester College
Student Paper
<1 %
25 Submitted to Charles Sturt University
Student Paper
<1 %
26 Submitted to University of Exeter
Student Paper
<1 %
27 Submitted to University of Strathclyde
Student Paper
<1 %
28 Submitted to Bakersfield College
Student Paper
<1 %
29 Submitted to Management Resources College
Student Paper
Submitted to Middlesex University
30 Student Paper
<1 %
Submitted to European University
<1 %
31 Student Paper
www.whenknowingmatters.com
<1 %
32 Internet Source
Submitted to Cambridge International

<1 %
33
University
Student Paper
Submitted to University of Leicester

<1 %
34 Student Paper
Huiyu Ren, Liang Zhao. "Demonstration and

<1 %
35
Suggestion on the Communication Efficiency
of New Media of Environmental Education
Based on Ideological and Political Education",
International Journal of Environmental
Research and Public Health, 2023
Publication
Exclude quotes Off Exclude matches Off

Exclude bibliography Off

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EFFECTIVENESS OF CELEBRITY

ENDORSEMENT: A REVIEW ON RELATED

REG NO: P18CL21M0003

Under the Guidance of

DR AMBEDKAR INSTITUTE OF MANAGEMENT STUDIES

DR AMBEDKAR INSTITUTE OF MANAGEMENT

I hereby declare that the “EFFECTIVENESS OF CELEBRITY ENDORSEMENT: A

Place: Bangalore Name: GEO FENITIO

Date: Reg No: P18CL21M0003

This is to certify that the Business Plan Report entitled “EFFECTIVENESS OF

CELEBRITY ENDORSEMENT: A REVIEW ON RELATED CONCEPTS

WITH SPECIAL REFERENCE TO ADIDAS, INDIA.” is an original work of

Mr. GEO FENITIO bearing University Register Number P18CL21M0003 and is

Course of Study. GEO FENITIO is guided by PROF. G MAHESH, MBA,MPHIL,

Signature of Faculty Guide Signature of Director

Certificate of Originality (Plagiarism)

Name of the Student : GEO FENITIO

Registration Number : P18CL21M0003

Title of Dissertation : EFFECTIVENESS OF CELEBRITY ENDORSEMENT:

Name of the Guide : Prof. G. Mahesh, MBA MHIL (Ph.D)

Similar Content (%) : 09%

We have verified the contents of the dissertation report, as summarized above

Signature of Signature of the Principal/Director

Place: Bangalore Name: GEO FENITIO

Date: Reg No: P18CL21M0003

This is to certify that the Business Plan Report entitled “EFFECTIVENESS OF

CELEBRITY ENDORSEMENT: A REVIEW ON RELATED CONCEPTS WITH

SPECIAL REFERENCE TO ADIDAS, INDIA.” Submitted by GEO FENITIO

P18CL21M0003 to Bengaluru city University, Bengaluru for the award of Degree of

MASTER OF BUSINESS ADMINISTRATION is a record of work carried out by him

Place: Bangalore Guide Name: Prof. G. Mahesh,

DIAGRAM NO. PARTICULARS PAGE

1.1 Background Of The Study

DR AMBEDKAR INSTITUTE OF MANAGEMENT STUDIES Page 1

DR AMBEDKAR INSTITUTE OF MANAGEMENT STUDIES Page 2

1.2 Need Of The Study

1.3 Topic Details

Brand endorsements by celebrities are increasingly popular in India. A celebrity is a person

DR AMBEDKAR INSTITUTE OF MANAGEMENT STUDIES Page 3

DR AMBEDKAR INSTITUTE OF MANAGEMENT STUDIES Page 4

Celebrity endorsements are a type of marketing strategy where a well-known person or

DR AMBEDKAR INSTITUTE OF MANAGEMENT STUDIES Page 5

DR AMBEDKAR INSTITUTE OF MANAGEMENT STUDIES Page 6

1. To understand consumers' perception towards celebrities' endorsement.

2. To identify the challenges of consumers in choosing the right product.

2.1 Statement Of The Problem

2.3 Learning Objectives

arerelevant to the career goals.

 To Enhance communication and collaboration skills which can help develop

DR AMBEDKAR INSTITUTE OF MANAGEMENT STUDIES Page 7

2. Barbara Janoff "Brand Strategy and Marketing: Adidas Sweat Brand"

DR AMBEDKAR INSTITUTE OF MANAGEMENT STUDIES Page 8

4. Claudia Schalch (2003) "Celebrities' Impact on Branding"

5. Debabrata Mukherjee (2009) "Impact of Celebrity Endorsements on Brand Image"

DR AMBEDKAR INSTITUTE OF MANAGEMENT STUDIES Page 9

DR AMBEDKAR INSTITUTE OF MANAGEMENT STUDIES Page 10

(A) Primary Data.

DR AMBEDKAR INSTITUTE OF MANAGEMENT STUDIES Page 11

(3) Sampling Technique: Simple random sampling has been used.

(4) Sample unit: Customer of Adidas in different areas in Bangalore.

(D) Secondary Data.

DR AMBEDKAR INSTITUTE OF MANAGEMENT STUDIES Page 12

4. Data Analysis Tools.