Celebrity Endorsement in India: Pattern and Trends
Keywords:
Brand, Celebrity, Endorsement, Product, TelevisionAbstract
The adoption of celebrities by Indian advertising agencies has experienced a tremendous increase in the last 15 years. Celebrity advertisement is considered as an effective communication strategy between the marketer and consumers. A good number of companies have adopted this strategy as an effective tool to penetrate the product in to the different segment of the market. The paper attempts to evaluate the pattern and trends in celebrity endorsement in India. The products are classified into five categories like medicine and toiletries, drinks and confectionery, personal appearances, home appliances and miscellaneous items. A sample of 125 advertisements belongs to five product categories featuring celebrities were considered and study reveals that film stars are frequently used as endorsers and dominated all product categories.
References
Ajay Krishnan, G. Ligo Khoshy (2013) Impact of Celebrity Advertisement on Gold Jwellery Purchasing Behaviour of Consumers, Excel International Journal of Multidisciplinary Management Studies, Vol.3, Issue.6, pp.79-88.
Arthur Cheng, H Sui Chen, Rita Gahui, Ali Besherat, and Daniel W. Baack (2013) who benefits from Multiple Brand Celebrity Endorsement? An Experimental Investigation, Psychology and Marketing, Vol. 30, No.10, p.p.850-860
Jasmina llick, Cynthia, M Webster (2013) Celebrity Co- branding Partners as Irrelevant Brand Information in Advertisements, Journal of Business Research, Vol.66, No.7, p.p.941-947.
Kineta Hung (2014) ‘Why Celebrity sells: A Dual Entertainment Path Model of Brand Endorsement’, Journal of Advertising, Vol.43, No.2, pp. 155-166.
Kara Chan, Yu Leung, E. K. Luk (2013) Impact of Celebrity Endorsement in Advertising on Brand Image among Chinese Adolescents, Young Consumers: Insight and ideas for responsible marketers, Vol.14, No.2, p.p.167-179.
Moti Z Willing, Gila.E. Fruchter (2013) Matching Product Attributes to Celebrities Who reinforce the brand: An Innovative algorithmic Selection Model, Journal of advertising Research, Vol.53, No.4, p.p.391-410.
Namita Rajput, Subodh Kesharwani and Akanksha (2013) Dynamics of Female Buying Behaviour: A study of Branded Apparels in India, International Journal of Marketing Studies, Vol.4, No.4, pp.121-126.
Naganuri Srinivas (2013) Impact of brand Celebrity on Consumer Purchase Intention: A study with reference to Selected Mobile Service Providers in Hyderabad City, International Journal of Research in Commerce and Management, Vol.4, No. 8. P.p. 50-57.
Nathalie Fleck and Geraldine Michel and Valeri Zeitoum (2014) Brand Personification through the use of Spokes People: An Exploratory study of Ordinary Employees, CEO’s and Celebrities Featured in Advertising, Psychology and Marketing, Vol.31, Issue.1,pp.84-92.
Pranav Rajan, Razia Sehdev and Yuvaraj Bhatnagar (2013), Impact of Celebrity Personality on Audience Preferences,: A Case of ‘Kaun Benega Crorepati’ , IIM Journal of Management Science,Vol.4,No.2.
Ramanjeet Singh and Vimal K. Aggarwal (2012) The Influence on Celebrities on Children Buying Behaviour, International Journal of Marketing Technology, Vol.2. No.9. pp.75-79.
