Role of Celebrities in Advertisement &amp Its Efectiveness

Role Of Celebrities In Advertising And Its Effectiveness
A
MANAGEMENT RESEARCH
PROJECT
ON
ROLE OF CELEBRITIES IN
ADVERTISEMENT & ITS
EFECTIVENESS
SUBMITTED TO:
VIPUL PATEL
(HOD. MBA Dept.)
S.P.B. Patel Engg. College
Linch, Mehsana
Affiliated To:
Hemchandracharya North Gujarat University, Patan.
In Partial Fulfillment of the Requirement for the subject Management
Research Project-I (Sem-IV) Master of Business Administration Program 2008-10
Batch: - 2008-10 Date: -08/04/2010
SUBMITTED BY:
Joshi Ashish (487)

Vijay Manundra (498)
Patel Kiran (518)
Patel Chirag (641)
S.P.B. PATEL ENGG. College, LINCH, MEHSANA 1

TABLE OF CONTENT
SR. SUB. PARTICULAR PAGE.NO

NO NO
* PREFACE I
* ACKNOWLEDGEMENT II
* EXECUTIVE SUMMARY III
Chp.1 Research Methodology 1
1.1 Research Objectives 2
1.2 Research Methodology for primary survey 2
1.3 Analysis of research 4
Chp.2 2.1 Introduction to the topic 6
2.2 Concepts Celebrity Endorsement 8
2.3 Celebrity Branding in Asia 11
2.4 History of Celebrity Endorsement 17
2.5 First time Celebrity Used in India 19
2.6 Global Scenario of Celebrity Endorsement 23
2.7 Kinds of celebrity endorsement hood 27
2.8 Celebrity as a Trap 30
2.9 Celebrity branding and its effect on consumer 32
2.10 Relationship between a Celebrity & a Brand 35
2.11 Scope of celebrity on incumbent brand 39
2.12 Need for celebrity endorsement 41
2.13 Is celebrity advertising effective? 42
2.14 Why companies use celebrity 45
2.15 Process of celebrity endorsement 46
2.16 Compatibility of celebrity persona 47
2.17 Successful celebrity endorsement 52
2.18 How Celebrity endorsement influence the 54
consumers
2.19 Literature review 55
2.20 Important Celebrity attributes 63
2.21 The argument for Celebrity Endorsement 64
2.22 The argument against Celebrity Endorsement 66
2.23 Brand, Celebrities & Consumer 69
2.24 Celebrity selection 72
2.25 Difference between Brand Ambassador n Brand 73
Face
2.26 Types of celebrity endorsement 74
2.27 Multi celebrity endorsement 75
2.28 Advantages of celebrity Endorsing a Brand 78
2.29 Disadvantages of celebrity Endorsing a Brand 80

2.30 Facts over the years 82

2.31 Celebrity endorsement as a strategy 83
2.32 Objectives of marketing communication 84
2.33 Brand, image & celebrity 86
2.34 Measuring a Celebrity Endorsement 89
2.35 Framework to make effective celebrity 92
Programme
2.36 The Impact of celebrity Endorsement 98
2.37 Why Celebrity endorsement Fails? 104
2.38 Endorsement Risks and Return 107
2.39 Celebrity Endorsement: The issues Involved 110
Chp.3 Primary Survey Analysis of Consumers 114
Chp.4 CONCLUSION 227
BIBLIOGRAPHY 231
ANNEXURE(Questionnaire for consumers) I
Chapter : 1
Research Methodology
Chapter : 1
Research Methodology
1.1 RESEARCH OBJECTIVES :

 To find out celebrity’s Effectiveness in Brand Recall.
 To determine the Brand with different celebrities.

 To know the perception of consumers about celebrity.
 To understand influence of celebrity endorsement in purchase decision.

 To determine the brand celebrity fit/congruence of selected endorsement.
 To determine most preferred celebrity which people like which people like to
see in an advertisement endorsing a product.
 To know the overall effect on sales and people by using of celebrity.

SOURCES OF DATA
For unsystematic research, information is required from different sources of data.
 Primary Data:
Primary data may be described as those data that have been observed and recorded
by the researcher for the first time to their knowledge. We have collected primary
data through close ended questionnaire method, filled by consumers.
 Secondary Data:
Secondary data means the data which are readily available from different sources.
We have gathered these data from the websites, books and magazines.
1.2 Research methodology for Primary Survey

The research methodology adopted for primary survey is given below:
Research Approach:
 For gathering primary data, we have used survey approach, which is widely used
method for data collection and best suited for qualitative explorative type of
research survey.
Research Instrument:
 For our research we have used questionnaire, which is the most, common
instrument used to collect the primary data. A questionnaire consists of the set of
questions presented to the respondents for their answers..
Questionnaire design:
Our prime objective of making questionnaire design is such that we find out
effectiveness of celebrity in advertising on consumer behavior, Like we want to
measure consumers perception, attitude towards celebrity advertisements, their
likeability , their recognition , etc.
 For fulfilling our objective we make questionnaire design on the basis of
following methods of measuring advertising effectiveness.

 Likert Semantic Scale.

`
Sampling plan:
Here for research purpose sampling plan is prepared. This plan called for three decisions.
I. Sampling unit
II. Sample size
III. Sampling procedure
Sampling unit (who is to be surveyed?)

The sampling units are the generally Consumers & focused group of
Ahmedabad city.
Sample size (No. People should be surveyed)
For the purpose of research 150 consumers from different places have been
surveyed. Each and every Consumer & Retailer is contacted to his or her
preference, attitude and perception towards celebrity advertisement.
Sampling procedure (how should the respondents chosen?)
To obtain representative center sample of the population should be drawn. Thus
here non-probability, convenient sampling method is used for Consumers.
1.3 ANALYSIS OF RESEARCH:
STATISTICAL TOOL : CHI-SQUARE
 Chi-square is used with the help of applying SPSS software. In test we make
certain hypothesis and by applying Chi square-Test and check the hypothesis on
the bases of choosing appropriate factor. So this way we try to analyze the data
collected through survey and try to present a clear picture of effectiveness of
Celebrity endorsement in the mind of consumers.

Chapter : 2
Celebrity Endorsement
Chapter: 2
Introduction
2.1 Definition :
According to Friedman & Friedman, a “celebrity endorser is an individual who is known

by the public for his or her achievements in areas other than that of the product class
endorsed.” So, in the Coco-Cola advertisement; actor Amir Khan is the celebrity endorser
for the product or brand called Coke, and this process is referred to as Celebrity
Endorsement. Celebrities might endorse as a brand ambassador or a brand face.
CELEBRITY BRANDING AND ITS EFFECT ON CONSUMERS
It is a known fact that the best endorsements achieve an eclectic balance between the
product (brand) and the celebrity. Giving a brand a 'face' is more than just a marketing

strategy to increase sales or gain market share, it is a decision that can change the future
of the brand forever.
Choice of the celebrity, hence, is of utmost importance and is usually done based on
many different parameters - appeal, looks, popularity or even just a fantasy figure to
endorse a brand.
In today's highly competitive markets, big brands are at logger-heads when it comes to
products, each having a similar product to that of a rival. Where does one brand gain that
quintessential advantage - advertising, service, promise of trust, or even the all important
price factors? Advertising seems to be the best platform where brands prefer to compete
on - right from hiring the best advertising agencies to getting the biggest celebrities. What
would be the formula to success then? Well, a good creative agency, a large enough
promotional budget and a huge star to endorse your brand would definitely ensure in the
minds of a brand management team a feeling of security, success and a triumph over the
competitors brand.
The general belief among advertisers is that brand communication messages delivered by
celebrities and famous personalities generate a higher appeal, attention and recall than
those executed by non-celebrities. The quick message-reach and impact are all too
essential in today's highly competitive environment.
The different models applied by brands to achieve the full potential of such
endorsements, highlight the need for a convergence between the theoretical and
pragmatic approaches of brand building and effective advertising. The importance of a
celebrity-brand match and the various roles played by them as brand-associates show the
momentum this strategy has gained in the last decade or so. We put forward certain ideas
like 'positioning by association', 'diminishing celebrity utility' and the Multiplier Effect
which show the triangular relationship between the brand, the consumer and the celebrity.
India is a country where people are star-struck by film stars, cricketers, politicians, and
even criminals. Why? Populations of 1 billion and ticking, everyday people need
something or someone to look up to. A sense of security, admiration, comfort, familiarity,

and above all, someone they aspire to be at some hidden level in their lives. And clever
marketers leverage this very celebrity appeal and are successfully carrying out their jobs
by giving the bottom lines of all the brands what they want - profit, market share and
even recall. But how much star power is too much? "Does Amitabh really use Tide,"
asked a 6 year old to her mother. Her mother laughs and says, "No way, just a gimmick."
What does that do to the brand?
Now, despite the potential benefits derived from celebrity endorsements, they increase a
marketer's risk manifolds and should be treated with full attention and aptitude. A brand
should be cautious when employing celebrities to ensure promise believability and
delivery of the intended effect. The growing importance of mythical characters as
celebrities and their sway over the target segments are ample proof of public demand for
icons to look up to. As the celebrities traverse from a mere commercial presence to public
welfare message endorsements, a whole new dimension is added to this process and helps
us in achieving a holistic view of the impact which celebrities generate in every sphere
and segment through their well-versed endorsements.
At the end of the day, do any stakeholders in a company (employees, contractors,

customers, shareholders, communities the company supports with jobs) benefit from a
celebrity endorsement?
Does anyone buy a product because a Bollywood or TV actor/actress stands up and reads
a script in somewhat convincing manner? Are their distinctions in how consumers
perceive these types of endorsements and respond to them?
What happens when a celebrity endorser gets involved in a public scandal, or worse,
dies? Will the product lose consumer support or perish?
The most important thing to remember is that putting a celebrity in an ad is not an idea in
itself. Unfortunately, this is how most celebrities are being used in Indian advertising,
where they just become a prop. Ideally, there should be an idea that makes the celebrity
relevant to the product and the consumer. A celebrity's presence in the ad should be
contextual.

Celebrity endorsement cannot guarantee fool-proof success. The celebrity endorsement

strategy must be integrated with target market characteristics, and the other elements of
the marketing mix such as product design, branding, packaging, and pricing. The
message execution that will be mouthed by the celebrity must likewise be made clear and
single-minded. You can do this cleverly by aligning the spirit of the brand to the product,
or by using a celebrity because it ensures that people will notice you, and hopefully
remember what the brand is saying. Smart associations are ones where the former
happens.
2.2 Concepts of Celebrity Endorsements
Advertising experts concur that you must consider a celebrity endorsement if, and only if,
the message strategy warrants it, not as a cover for a poor idea or bad product quality.
And last but not the least, one should seriously consider the risks of associating with a
well-known personality, and hedge against a future scandal by not relying on just one
celebrity and instead linking the brand's association with a broad theme represented by
several celebrities. And if you can't afford many celebrities, then get your thinking caps
on, and come up with a better, safer idea. That will ensure that you're in control of the
brand's destiny - not the stars!
Inertia is a potent force and consumers have that in plenty. Brand managers employ
celebrities in the age-old AIDA model to counter that. The Celebrities draw Attention,
generate Interest, evoke Desire and induce Action from the audience. Our safe
assumption till now has been that there is perfect congruency between the brand, the
celebrity and the target segment. Let's drop this for a while, to land on the practical
ground and look into real-time decisions. An old Japanese proverb goes that "Vision
without action is a daydream but action without vision is a nightmare."
Managements across the world need to realize that no matter how great the ad-spend and
famous the celebrity, they cannot succeed if the core product offering fails to meet the
consumer expectations. Every endorsed brand may garner some start-up euphoria and
blind-spot sales, but to sustain its meteoric rise, it cannot afford product dissatisfaction. In

such cases, the celebrities are also quick to dissociate themselves from the brand, as it
hampers their carefully cultivated image of an infallible character.
Again, not every celebrity works for every product. Each personality carries a set of
perceptions attached to it and these have to be in sync with the perception the brand has
or wishes to generate. Mercedes Benz would never hire a Govinda in India or Michael
Jordan elsewhere, but these same men have simply worked wonders for respective brands
like Navratan Oil and Nike. A clean, natural fit between the celebrities and the brand
image enhances the latter's value. Lux is a glowing example of being the 'beauty soap of
film stars' since the last fifty years! A well-managed celebrity endorsement has the ability
to convey to the customers that the celebrity is benefiting from the brand, and they will
too.Many endorsements fail because they use the celebrities like a prop in the
advertisement copy. There should be an idea which makes the celebrity relevant, firstly to
the product and finally to the consumer. The bottom line is that the celebrity
endorsements work truly only when the commercial is provoking and original. Aamir
Khan's successful incarnations in the 'Thanda Matlab' copies for Coca-Cola have added a
new dimension to this assertion. It projected the brand as the star, being cherished by the
celebrity and not the other way round.
In addition, an effective endorser should not associate with many different products and
fall in the trap of overexposure. Keep the consumer's mind clear from confusion and do
not let him feel that you are in it for the money rather than truly believing in the brand.
The celebrity-brand saliency takes a beating if he is rummaging with several brands and
distorts the brand image.

2.3 Celebrity Branding in Asia
Michael Jordan vouching for Nike’s shoes, Michael Schumacher endorsing Ferrari and
Tiger Woods endorsing Accenture have been some of the more popular brand–celebrity
collaborations in the Western world. Lately, we have seen the emergence of brand–
celebrity collaborations within Asia with the Chinese basketball star Yao Ming endorsing
a range of products from consumer electronics and clothing to fast-food chains in China,
Bollywood superstar Shah Rukh Khan endorsing an ever-increasing portfolio of brands in
India, and Jackie Chan speaking for many brands.
For a long time, companies have used well-known public figures, movie stars and sports
personalities to endorse their brands, as it is widely believed that these celebrities help to
build or reposition brands by extending their personality, character and popularity to the
brands they endorse. This chapter looks into this brand building tool that is fast gaining
currency with leading corporations in Asia.

Brand endorsement has been covered widely in the branding literature. Brand
endorsement can be simply defined as a persuasive communications strategy used by
companies to have their products and services represented by a spokesperson. This can be
a paid, a value in kind or an unpaid activity. The main aim of product endorsement is to
persuade consumers to buy a particular product/service, to shape their perceptions toward
it and position it more as a lifestyle product or service rather than solely on its application
merits. It is also intended to shape or change perceptions of a particular brand, increase
brand popularity and consumer mind share of the brand, strengthen brand recall, and
highlight differentiation and its uniqueness.
Comprehensive research conducted in this field of marketing communications suggests

that celebrity testimonials do increase advertisement readership. Through their extensive
work in this area, many researchers have concluded that endorsement by celebrities has a
positive effect on the overall branding communication and perception. Although no study
has proved, in quantitative terms, any direct relationship between celebrity endorsement
and an increase in sales, corporations worldwide resort to celebrity endorsements to
create a positive effect for their brands.
An Asian example is Jun Ji Hyun, the young South Korean actress and poster girl, who
became famous after she appeared in the 2001 blockbuster movie My Sassy Girl. She has
been used for magazine and TV commercials throughout Asia, and her TV campaign for
Olympus digital cameras reportedly helped to increase the brand recognition by more
than 15 percent, according to advertising company LG Ad.5 Similarly, SK-II had a
reported 50 percent sales increase in South Korea when P&G switched endorser from
Shim Hae Jin to the famous movie actress Chang Jin Young in 2004.
A case in point is Nike using endorsements by Tiger Woods and Cristiano Ronaldo to
enter into the golf and football categories. Traditionally Nike has not been known for its
products in either golf or football. Had Nike chosen the conventional marketing way of
entering these segments, it would have taken some considerable time. Instead, by signing
on the most famous golfer in the world, and the leading sports personality, who plays for
one of the most famous football teams in the world, Nike has been able to shorten the

time needed to make an impact. With Ronaldo endorsing Nike, the brand has almost
established itself as an equal to Adidas, which has been the dominating brand in football
for almost 50 years.
The concept of celebrity endorsements and their effect on brand building is derived from
seminal research conducted in the areas of psychology and sociology. The basic premise
is quite simple. With so many products in the marketplace, it is almost impossible for any
consumer to absorb all the information and process it, and then decipher the information
and evaluate its credibility. In such a scenario, customers seek to simplify things by
depending on cues or easy rules of thumb. These cues can be either intrinsic or extrinsic
and can be communicated through any medium. These simple rules of thumb help
customers to sift through the massive amount of information to make an informed
judgment or develop perceptions about products in the market.
With ever-increasing numbers of advertisements and newer ways of communications

being devised, even these cues have become abundant. Thus, a brand endorsed by a
celebrity seems to establish a connection with customers, as many relate to or aspire to
emulate their Personalities. As will be explained in Chapter 6, a strong brand will not
only provide the basic functional benefits, but also provides its customers with an
identity, a personality to whom they can relate and who expresses their own beliefs and
attitudes. Using a celebrity to endorse a brand provides one such channel for the brand to
associate itself with the unique identity and personality of the celebrity. At another level,
a celebrity endorsement also helps the brand to achieve wider awareness and better recall.
But having said that to maximize the return on brand endorsement, companies must strive
to arrive at a good match between the brand being endorsed and the endorser.
Endorsements
Based on these many factors, endorsements can broadly be classified into four categories:
 Endorsements by ordinary people

 Endorsements by experts in their respective fields
 Endorsements by celebrities

 Mixed endorsements.
In discussing the product type as the basis for deciding the type of endorsement, the focus
is usually on how motivated or involved consumers are in processing or searching for
information about the product. Even though high or low involvement is relative, products
can be classified into these two categories. For example, a less expensive consumer good
like shampoo or soap could be categorized as a low involvement product, whereas an
expensive digital camera, which requires an in-depth purchase evaluation, could be
categorized as a high involvement product
In discussing the product benefits as the basis for deciding the type of endorsement, these
can be separated into two types, namely functional benefits/values and social
benefits/values
Functional benefits/values relate to consumers at a cognitive or logica level, where the

product’s functionality and features help consumers to perform a certain function in life.
Asimple example would be of a shampoo that cleanses hair.
The four categories Celebrity Endorsement
Endorsement by ordinary people
The bottom left quadrant consists of products which provide functional benefits, with low
involvement. For these products, normal consumers can be used as product endorsers.
The many advertisements for shampoos, detergents and so on, where it is common to see
actual users being interviewed to gauge their opinion and experience of using that
particular product, fall into this quadrant. Research shows that using an ordinary
consumer as a product endorser for low involvement products has two main advantages.
The first is that, as the endorsing consumer belongs to the same community as other
consumers, he/she is presumed to possess a similar lifestyle and product usage and is
therefore in a better position to comment on the suitability of the product for that
community of users. The second advantage is that the endorsing consumer is perceived to
speak the truth as he/she belongs to the user community and is therefore perceived to be

more believable than other paid endorsers. Despite this, there have been many instances
where companies have used celebrity endorsements in low involvement categories to
increase awareness levels and persuade customers to buy certain brands over others.
Endorsement by an expert
The bottom right quadrant represents products that provide functional benefits, with high
involvement. For such products, endorsement by an
expert would be a fitting match. An expert is someone who is seen to possess expertise
related to the product class marketed and is able to give expert advice. Few people would
probably argue about the effectiveness of the endorsement by the Indian dental
association for Oral B’s claims. The reason is Customers tend to believe in the
knowledge of the dental association. By the same token, a well-known appliance expert
can be effective in endorsing refrigeration equipment, as would be a well respected health
practitioner for health-related products. Expert endorsement is more feasible for products
with high functional and physical values. Products with such characteristics are most
likely to be of high involvement, where the diligent consideration of information and
evaluation of the true merit of the product are essential.
Celebrity endorsement
The top left quadrant represents products which provide social benefits without high
involvement. As social benefits include emotional and self esteem benefits, consumers
would like to see and emulate some well known personalities who use those products that
they want to purchase. By having a celebrity endorse these categories of products,
consumers are provided with a strong personality and a persona to emulate. A celebrity
can be defined as an individual who is well known by others and for whom most people
have well-developed, trait-based impressions.
A celebrity can also be a person who is widely known to the public for his/her
accomplishments in his/her respective field, be it the movies, sport, music or politics.
Sometimes, however, the celebrity endorses a product or product class that has no match
with his/her accomplishments or achievements. Some of the better known examples are

Tiger Woods endorsing Accenture and Tag Heuer, the Bollywood star Amitabh Bachan
endorsing Cadbury chocolates in India and Yao Ming endorsing McDonald’s globally.
Despite this mismatch between the celebrity and the product class, companies still
continue with such endorsements as these celebrities help to pass on their charisma and
personality to the products they endorse.
Mixed endorsement
The top right quadrant represents products that provide social benefits, with high
involvement. High end products like a premium luxury car, the latest mobile phone, or a
high end consumer electronic item serve as suitable examples for this quadrant. This
category of goods not only involves a lot of customer deliberation with regard to its
functionality, its technology and design but also gives immense opportunity for
customers to flaunt their personality and convey their beliefs. The nature of these
products necessitates combining different types of endorsers for this category. Celebrities
are used to bolster the self-esteem and image needs of customers and experts are used to
covey the functional credibility of the products. But in certain categories like sports
goods, the celebrity sports stars themselves double up as experts as they use the products
on a regular basis.
Numerous celebrities have appeared in countless commercials. These celebrities have

been from various fields – sports stars, world famous athletes, prominent musicians,
singers and popular Hollywood stars. Singapore Airlines, which has built its brand based
on excellent service, has been successful in developing and managing the Singapore Girl
as the iconic symbol of the brand. Using celebrity endorsement as a communication
strategy has on many occasions been an effective way to influence consumer attitudes
and generate positive purchase behavior for products with high social and emotional
values, involving elements such as good taste, self-image, and the opinions of others.
Celebrity endorsements have been gaining higher levels of acceptance as an important

tool to build brands by creating positive associations and building unique personalities.
Effective celebrity branding efforts focus on utilizing celebrity figures who can help to

communicate a brand’s unique value proposition, strengthen its identity and provide it
with a desirable personality.
2.4 Celebrity Endorsement in India

Phase 1: The Pioneering Phase (1950-1980)
this phase was characterized by: -
1. Limited channels of communication
2. Demand exceeded supply
3. Heavy regulation and governmental regulations
some bigger companies from their global experience introduced the concept of celebrity
endorsement. HLL has used Hindi film stars to endorse their beauty soap Lux since the
fifties.
Phase 2: The Growth Phase (1980-1990)
the introduction of television added a variable effective medium of communication.

Indian stars going global with events like Asiads and World Cup victory. Vimal, Thums-
Up, Gwalior and Dinesh are some of the other brands that used star-appeal in the early
days of mass advertising. There was a spurt of advertising, featuring stars like Tabassum
(Prestige Pressure-cooker), Jalal Agha (Pan Parag Pan-masaala), Kapil Dev (Palmolive
Shaving Cream) and Sunil Gavaskar (Dinesh Suitings).

Phase 3: Globalisation
In highly competitive markets, the following realities about brand management exist: -
1. Product differentiating factors are duplicable and imitable.
2. All long existing and successful brands imbue their products with a meaning.
(Article by Country head, O&M India)
India’s Bollywood has an audience of approximately 3.6 billion globally compared to 2.6
billion for Hollywood. This fact gives enormous power to the big and mighty Bollywood
stars as they chart new territories beyond Indian soil. Amitabh Bachan, a demigod in
India, and Shah Rukh Khan (orKing Khan as he is fondly called) are the new power
centers. AishwaryaRai, a former Miss World, and one of the leading actresses in
Bollywood and now the Indian face in Hollywood, has also become one of the most
sought-after celebrities. They have tremendous power at their disposal to influence the
public. With a strong list of achievements in their respective fields, these personalities are
the new weapons of companies in branding and marketing their offerings.
Moreover, these Bollywood personalities have such a huge fan base that it has become
the norm for them to endorse a wide portfolio of products and brands. The spectrum
spans fast moving consumer goods, consumer electronics, cars, cosmetics and leisure
destinations.
Another category of celebrities in India are cricket players, especially those who play for
Team India. It is surely not an overstatement to say that cricket is one religion that unites
the diverse landscape of India. Its popular-ity is so enormous that literally the entire
country shuts down when India plays against its neighbor Pakistan – such is the power of
cricket in the Indian mindset. Realizing this power and the loyalty that cricketers
command, companies have used them as spokespersons for their companies’ offerings
since the early 1970s. Even here, the portfolio of products that cricketers endorse is very
wide and often the endorsers have nothing to do with the products they endorse. But
given the nature of awareness and recall that these endorsers generate, companies appear

to be willing to play along.
The huge population in India and the Indian diaspora in almost everyother country in the
world also enhance the reach and power of these Indian celebrities. Indian movies
typically depict extended families who are attached to their roots and an Indian youth
who is struggling to find the right balance between traditional values and the allure of
westernization, themes that cut across many developing countries. Indian films resonate
as much in Nigeria, Mali and Morocco, as they do in Russia, Nepal, Pakistan, Singapore
and Malaysia. Viewers in these countries are not just aware of Bolly-wood but actively
watch, memorize, and adore the films and their stars. With such a tremendous audience
reach, Indian movie stars command apowerful following.
2.5 History
Celebrities are involved in endorsing activities since late nineteenth century2. The advent
of celebrity endorsements in advertising in India began when Hindi film and TV stars as
well as sportspersons began encroaching on a territory that was, until then, the exclusive
domain of models3. One of the first sports endorsements in India was when Farokh
Engineer became the first Indian cricketer to model for Bryl cream. The Indian cricket
team now earns roughly Rs. 100 crore through endorsements. There was a spurt of
advertising, featuring stars like Tabassum (Prestige Pressure Cookers), Jalal Agha (Pan
Parag), Kapil Dev (Palmolive Shaving Cream) and Sunil Gavaskar (Dinesh Suitings).
Evolution of subject:
The celebrities get huge amoun
t of money to endorse the product which actually creates for
Recall-value for the product like
Coca Cola - Aamir Khan
Tag – Heuer – Shahrukh Khan
Cadbury chocolate – Amitabh Bachan

The adding up of any celebrity with any brand may not always increase the sales volume
but if somehow the image of the product damaged, celebrity endorsing helps in
recovering the image. Like when Cadbury India’s reputation as a safe chocolate was
almost gone due to the worm controversy, they used Amitabh Bachan in a commercial
assuring the audience about the quality of the Cadbury. Similarly when Pepsi & Coke
was infected by the Pesticides controversy, Pepsi used both SRK & Sachin Tendulkar for
damage control & coke used Aamir Khan for image recovery.
Not all products go with the image of all celebrity. It depends on the matching of
attributes between the product & the celebrity. In the age of Sunil Gavaskar & Kapil Dev,
Gavaskar’s attributes matched with the products which were being used by the higher
society people & Kapil dev’s attributes matched with products that were for common
man. This means Gavaskar was much trustworthy for the advertisement of pen & cans
and Kapil Dev had gone for shaving cream & bicycles. Kapil’s advertisement of
Palmolive Ka Jawab nahi in a slightly hariyanvi style is still a legend among the Indian
advertisements. Sachin Tendulkar is the first celebrity in India whose mass appeal is so
high that he can endorse product for any section of the society. The filmstars before year
2000 has limited endorsement and didn’t explore the advertising market of India but post
2000 the scenario has changed. Amitabh Bachan after KBC got huge popularity among
the masses & his popularity is being used by various products from Reid & Taylor to
Parker. But during his hay day as a superstar in the ‘80s, he never endorsed anything.
Another success story is SRK who is currently endorsing more than 35 products & earned
more money from endorsement than his last 2 super hit films Chak DE INDIA & OSO.
The cricketers are also not in the backyard. After wining the T-20 World Cup Indian
cricket players also got few numbers of endorsements Dhoni, Yuvraj & Zaheer Khan
grabbed few endorsements but in terms of numbers they are much less than the actors.
With the change in strategy of PepsiCo India to promote their ‘Youngistaan’ campaign
they didn’t renew their contract with players like Sachin and Sourav. Instead they have
taken rising actors like Ranbir Kapoor and Deepika Padukone to promote their product.
This incident also indicates that the cricketers are loosing their endorsed products to the

filmstars. One exception is Sania mirza, in spite of all controversies, off-form and injuries
she is able to survive in the advertisement world.
Brand V/s Celebrity

Sometimes the celebrity is more highlighted than the products, making no recall value of
the product. When Rahul Dravid advertised for Castrol, the brand gets overshadowed by
the celebrity & that is also a wrong choice of celebrity. Dravid is never famous for racing
& when he promotes the product, if gives a wrong signal to the customers. The product
can use Narain Karthikeyan to endorse it which will give some reliability to the product.
The problem in the endorsement market is that here glamour plays a big role. That is why
Abhinav Bindra, the only Indian to win a Gold Medal in the Olympics gets only Samsung
as the only product to endorse whereas filmstars gets offers from various companies to
endorse their products.
Some success story
Cadbury India used Amitah Bachan not only to recover their image from worm
controversy but also to establish itself as the leading company in the Indian chocolate
market. Aamir Khan’s ad campaign ‘Thanda Matlab Cocacola’ was also a huge hit. Not
only that the company uses the superstars to come out from the pesticides controversy.
Dabur brings in Amitabh Bachan in the stagnant chawanprash market which brings in
boost in market and helps Dabur to remain the market leader.
The Lux Story
The Lux Soap in its 75 yrs journey as a product always used a Film Celebrity to promote
the product with the most catchy lines ‘Lux meri Khubsurti Ka raaj’. They used a huge
number of celebrities from the beginning to promote their product & in their 75 years
celebration advertisement campaign; they used SRK as the main endorser who has said

the famous ‘Lux mera Khubsurti ka raaj’ along with Hema Malini, Sridevi &
KareenaKapoor. That is the first time a male celebrity endorsed a female product in India.
Some Controversies
When SRK promoted Emami’s Fair & Handsome cream. It was highly criticized as
saying that if a star with SRK’s stature promote whiteness cream then actually we are
advocating for racism saying black is bad & white is gold. And how SRK could can
endorse such products as there will be a huge impact among the masses regarding theskin
colors. A person must be judged by his/her qualities & not by his/her skin color. But what
we basically forgot that stars get money to endorse products & we shouldn’teye washed
by the advertisement & there is no point in criticizing a celebrity forendorsing product
like Fair & Handsome.
Shilpa Shetty & Romanov Vodka.
Shilpa Shetty also hardly criticized for promoting alcohol. As being a celebrity she must
be a responsible citizen & a responsible citizen should never promote alcohol.
Celebrity branding is all right as long as the celebrity conducts himself in a good manner
but if something wrong happens it will affect the image of the product also. When
Salman Khan got warrant for killing endangered dear ‘Thumbs Up’ has no option but to
replace him. So the product and the celebrity remain good as long as both of them remain
individually good. The main problem of celebrity branding is that when a particular
product is known to the common people with the effect of the celebrity, it is very difficult
to separate the product from the star. Like Coca-Cola - Aamir Khan, Cadbury- Amitabh
Bachan, Santro-SRK. Now, if any one of the company want to change their endorser they
have to redesign the product to let out their product from the shadow of the old campaign.
In case of celebrity marketing another problem also arise, that no separate brand value
grows up for the product unless and until the product is extraordinary. The product is

known in the name of the celebrity. Sometimes if the attributes of the celebrity doesn’t
matches with the product, it also gives a negative attribute to the product endorsed. Like
in a Survey study it is found that people locates Amitabh Bachan with Asian Paints the
most but in reality Amitabh endorsed Nerolac paints and Nerolac’s biggest competitor is
Asian paints. So there are certain positive as well as negative points in celebrity branding
in India. As a producer of the product the company always wants to minimize the
negative sides of the celebrity endorsement and maximize the positive impact of the
celebrity endorsement.
2.6 Global Scenario of Celebrity Endorsement
There has been an explosion in the interest of celebrity in the last decade - but what are
the impacts on celebrity endorsements? Choosing the wrong face can send a product into
consumer oblivion – whilst the right one can propel a brand to global awareness.

Clark Turner, editor utalkmarketing said: “Today, thanks to reality television, it seems
that every Tom, Dick or Harry can become a celebrity. Marketers have to think very
carefully about the message their chosen ‘face’ is sending out. For example, if a low
profile reality TV star is chosen to promote a particular product some consumers may
feel it was all the marketing budget could stretch too!”
Another problem faced by ad directors is making sure their chosen ambassador has
credibility in the field.
Clark continues: “Product and celebrity must go together in all spheres of the market.
ABC 1 consumers want to see aspirational celebrities such as Keira Knightley in the ads
they watch. Whereas brands like Iceland who appear to have more of a C2D2 audience,
choose a face such as Kerry Katona who has a more down to earth image.”
Top Celebrity Earners in the UK
1. David Beckham - £25.7m (Adidas, Motorola, Pepsi, Armani and Calvin

Klein)

‘Golden Balls’ is the undisputed king of

celebrity endorsement. Though some
commentators may say his star is beginning to
wane, no other British sportsman has the
looks, lifestyle, connections and glamour,
which have resulted in the global appeal of
Brand Beckham. Key sponsors include
Adidas (£10m) in which his deal secures him a
share of annual profits, Motorola (£2.5m),
Georgio Armani (£9.7m over three years) Pepsi (£2.5m) and Calvin Klein (£1m).
2. Kate Moss – £11m (Rimmel, Topshop + others)
Dubbed ‘Cocaine Kate’ by newpapers after being

exposed as a user in 2005, some pundits predicted
the supermodel’s downfall. But Croydon’s finest
export has bounced back from the brink and is now
more bankable than ever with an annual income of
around £11m from endorsements alone. Her
biggest sponsors include Rimmel (£3m), Burberry
(£1m), Stella McCartney (£1m), Dior (£500k),
Calvin Klein (£1.5m), Nikon (£1.5m), Roberto Cavalli (£800k) and Topshop
(£1m).
3. Wayne Rooney – £9m (Nike, Electronic Arts, Coca-Cola)
Whilst he may not have the conventional appeal of England team-mate David
Beckham, the 21 year old from Liverpool can certainly hold his own in the global

marketability stakes. He currently has contracts with Nike (£5m - £500k every
year for 10 years), Electronic Arts (£3m) and Coca-Cola (£1m) - though it seems
one of his main rivals may be fiancee Colleen who is proving a hit with marketers
and consumers alike!
4. Coleen McLoughlin – £6.9m(Asda, Diet Coke, Nike and LG)
The Liverpudlian school girl once only known for being Wayne Rooney’s other
half is now a bankable commodity in her own right. She said in a recent
interview: “I like to think I’m someone people relate to” – and it seems the girl-
next-door image is working. Recently she has won lucrative contracts with
George @ Asda (£3.5m), Nike (£1.5m) and Diet Coke (£500k) amongst others,
meaning this WAG won’t be reliant on hand outs from her other half to indulge in
her love of shopping.
5. Spice Girls – £5m (Tesco)
The ‘Fab Five’ marked their 2007 comeback by signing a heavy weight deal with
supermarket giant Tesco - each member of the band reportedly bagging a cool
£1m for appearing in the Christmas advertising campaign.
6. John Terry – £4m (Umbro and King of Shaves)
The current England football Captain is said to pick his endorsement deals
carefully – so far he has only put his name to King of Shaves (£1m) and sports
label Umbro (£3m)
7. Gary Lineker – rumoured to be £3m (Walkers)
Gary Lineker has been the face of Walkers crisps for 10 years and even spawned
a brand called Salt ‘n’ Lineker. According to Walkers, his campaigns have helped

the company sell an extra 1.4 billion bags of crisps in seven years! The firm saw
sales grow from 1.34bn to 2.75bn packs a year – or a 105% surge in sales between
1995 and 2002, when Walkers launched its "No More Mr Nice Guy" campaign
featuring the star.
8. Girls Aloud – £2.25m (Sunsilk and Samsung)
Pop’s sexiest quintent were appointed

ambassadors of the Sunsilk hair care
range in 2007 for £1.25m and
additionally to Samsung for a cool £1m.
Additionally, Sarah Harding received
£100k to be face of leading lingerie
brand Ultimo and Cheryl Cole, along with her footballer husband can be seen
promoting the National Lottery and Coke Zero (amounts undisclosed).
9. Jamie Oliver - £1.2m (Sainsbury)
Jamie Oliver has been the public face of

Sainsbury since 2000, appearing on television
and radio advertisements and in-store
promotional material. In the first two years these
advertisements were estimated to have given
Sainsbury's an extra £1 billion of sales or £200
million gross profit.
2.7 KINDS OF CELEBRITY ENDORSEMENT-HOODS

(1) Product Placements

While the movie 'Taal' brandished Coke bottles unabashedly,
(2) Celebrities Co-Owning the Brand
Madhuri Dixit and Emami 'Beauty secrets by Madhuri' range
(3) Fictional Heroes
Shaktimaan has sold Parle-G, and Popeye single-handedly revived the consumption of
spinach in the US.
(4) No More but Celebrities Still
Campaigns created around a dead personality was the 'Kar lo duniya muthi mein'
campaign for Reliance featuring Dhirubhai Ambani
(5) Page 3 Celebrities
(6) Celebrities for a Cause
The Pulse Polio campaign being coordinated by UNICEF for the Ministry of Health and
Family Welfare had Amitabh Bachchan and Sachin Tendulkar
(7) Spoofing
Mirinda spoofed the Hutch puppy (a celebrity in its own right).
(8) Mascots
Ronald McDonald, the Amul girl
(9) Men are from Mars, Women from Venus
John Abraham lends his rugged image to Yamaha bikes while Priety Zinta lends her cute
dimples to peddle Scooty.
(10) Celebrities Lending their Name to Brands
Sharukh Khan, Amitabh Bachchan and Rekha have perfumes named after them

(11) Company Owners Being Celebrities
Vijay Mallaya and Richard Branson who are walking talking celebrities and endorse
their own brands through their extravagance, their flamboyant lifestyle
(12) Political Leaders
The 'India Shining' campaign from the BJP and the 'Congress ka haath aam aadmi ke
saath' campaign from the Congress with Vajpayee and Sonia Gandhi lending their faces
(13) Using a Social Proposition Built Within the Brand
The Surf campaign done by Revathy and Shabana Azmi (in the south and north
respectively) which stressed on the prudent usage of valuable water was a social
proposition cleverly inter-woven in the brand.
(14) Duration of Usage - Promotional or Long Term Strategy
Short-term example is the Rani Mukherjee campaign for Bata which is believed to have
helped boost sales for the ladie's footwear brand, Sundrop, by a whopping 500 per cent.
The same Rani Mukherjee has a longer association with Fanta and Munch.
(15) Stealth Advertising
Since a cynical public no longer believes that celebrities actually use the products they
endorse in commercials. Revlon launched an online marketing campaign targeting female
customers via chat rooms talking about who Revlon's new face would be. Consequently
the announcement of Halle Berry as Revlon's new face was met with great anticipation.
(16) Foreign Celebrities
Jackie Chan doing a Discover commercial or a Boris Becker doing a Siyaram commercial
(17) Unintentional Celebrity Endorsements

The year before the late Princess Diana bought an Audi, they sold just about five hundred
pieces in the UK. The following year sales figures were close to ten thousand mark. John
Abraham haybusa

2.8 The celebrity Trap:
• Once into a celebrity, it is hard to get out of it. If the brand has done even
moderately well after the break of a celebrity campaign, it becomes difficult to
separate the role of message and the role of the celebrity in selling the brand.
And hence, the celebrity becomes an addiction for the marketing team.
• And the task to find substitutes becomes more and more difficult. Interestingly,
celebrity is a disease that is seen to spread across a marketing department. Once
one brand manager gets into it, others tend to follow, not wanting to be left
behind!
• With the surfeit of celebrities on screen and in the newspapers, there are two new
drawbacks emerging for celebrity usage.
• Celebrity credibility is coming under question. Consumers are getting more and
more advertising savvy and are beginning to voice opinions, even in small towns,
like "He has been paid to sell the product."
• Clearly celebrity endorsement is no longer as credible as it was a few decades
ago.
• Unless category and celebrity are closely linked (like Nike and sports stars), the
power of a celebrity's word is questionable.
• The trustworthiness of public figures, which celebrities tended to bring in the past,
is bound to disappear if a celebrity begins to appear and endorse a brand in every
conceivable category!
• Celebrity clutter. With each celebrity endorsing multiple products and multi
brands in a category, resorting to different celebrities, the consumer is left
confused.And reluctant to get into 'this celebrity is bigger than that comparison' to
make brand choices.
• Santro is endorsed by Shah Rukh Khan and Palio by Sachin Tendulkar… does the
consumer buy the brands because of the star pull? … a question worth pondering

about. It ends up making brand parity rather than giving brand differentiation,
often one of the key aims of using a celebrity.
• When Palmolive used Kapil Dev in the '80s, his line 'Palmolive da jawaab nahin'
became famous -- it is remembered even today.
• Pataudi gave Gwalior suitings a strong competitive edge and pushed it to Number
2 in perceptions in the suitings market.
• Even Sridevi made Cema bulbs and tubes memorable by dancing in a bulb!
• The advertisements by themselves were fairly non-descript; the celebrities gave
the brand the differentiation. Celebrity advertising were few and far in between in
those days. The days of 'pure' celebrity working for the brand seem to be over.
• Today, it is back to the power of an idea and an insight. No simple solutions exist
any longer. Unless there is something powerful in the idea, the celebrity is just
another cost.
• Aamir Khan and Coke is the ultimate example of the same. As long as the brand
depended on his star value and wove interesting stories around him, it just didn't
cut ice with the consumer -- until 'Thanda Matlab Coca-Cola' happened.
• Could it have worked as well without a celebrity? One will never know as the
brand has entered the celebrity trap.

2.9 CELEBRITY BRANDING AND ITS EFFECT ON

CONSUMERS
It is a known fact that the best endorsements achieve an eclectic balance between the
product (brand) and the celebrity. Giving a brand a 'face' is more than just a marketing
strategy to increase sales or gain market share, it is a decision that can change the future
of the brand forever.
Choice of the celebrity, hence, is of utmost importance and is usually done based on
many different parameters - appeal, looks, popularity or even just a fantasy figure to
endorse a brand.
In today's highly competitive markets, big brands are at logger-heads when it comes to
products, each having a similar product to that of a rival. Where does one brand gain that
quintessential advantage - advertising, service, promise of trust, or even the all important
price factors? Advertising seems to be the best platform where brands prefer to compete
on - right from hiring the best advertising agencies to getting the biggest celebrities. What
would be the formula to success then? Well, a good creative agency, a large enough
promotional budget and a huge star to endorse your brand would definitely ensure in the
minds of a brand management team a feeling of security, success and a triumph over the
competitors brand.
The general belief among advertisers is that brand communication messages delivered by
celebrities and famous personalities generate a higher appeal, attention and recall than
those executed by non-celebrities. The quick message-reach and impact are all too
essential in today's highly competitive environment.
The different models applied by brands to achieve the full potential of such
endorsements, highlight the need for a convergence between the theoretical and
pragmatic approaches of brand building and effective advertising. The importance of a
celebrity-brand match and the various roles played by them as brand-associates show the
momentum this strategy has gained in the last decade or so. We put forward certain ideas

like 'positioning by association', 'diminishing celebrity utility' and the Multiplier Effect
which show the triangular relationship between the brand, the consumer and the celebrity.
India is a country where people are star-struck by film stars, cricketers, politicians, and
even criminals. Why? Populations of 1 billion and ticking, everyday people need
something or someone to look up to. A sense of security, admiration, comfort, familiarity,
and above all, someone they aspire to be at some hidden level in their lives. And clever
marketers leverage this very celebrity appeal and are successfully carrying out their jobs
by giving the bottom lines of all the brands what they want - profit, market share and
even recall. But how much star power is too much? "Does Amitabh really use Tide,"
asked a 6 year old to her mother. Her mother laughs and says, "No way, just a gimmick."
What does that do to the brand?
Now, despite the potential benefits derived from celebrity endorsements, they increase a
marketer's risk manifolds and should be treated with full attention and aptitude. A brand
should be cautious when employing celebrities to ensure promise believability and
delivery of the intended effect. The growing importance of mythical characters as
celebrities and their sway over the target segments are ample proof of public demand for
icons to look up to. As the celebrities traverse from a mere commercial presence to public
welfare message endorsements, a whole new dimension is added to this process and helps
us in achieving a holistic view of the impact which celebrities generate in every sphere
and segment through their well-versed endorsements.
At the end of the day, do any stakeholders in a company (employees, contractors,

customers, shareholders, communities the company supports with jobs) benefit from a
celebrity endorsement?
Does anyone buy a product because a Bollywood or TV actor/actress stands up and reads
a script in somewhat convincing manner? Are their distinctions in how consumers
perceive these types of endorsements and respond to them?
What happens when a celebrity endorser gets involved in a public scandal, or worse,
dies? Will the product lose consumer support or perish?

The most important thing to remember is that putting a celebrity in an ad is not an idea in
itself. Unfortunately, this is how most celebrities are being used in Indian advertising,
where they just become a prop. Ideally, there should be an idea that makes the celebrity
relevant to the product and the consumer. A celebrity's presence in the ad should be
contextual.
Celebrity endorsement cannot guarantee fool-proof success. The celebrity endorsement

strategy must be integrated with target market characteristics, and the other elements of
the marketing mix such as product design, branding, packaging, and pricing. The
message execution that will be mouthed by the celebrity must likewise be made clear and
single-minded. You can do this cleverly by aligning the spirit of the brand to the product,
or by using a celebrity because it ensures that people will notice you, and hopefully
remember what the brand is saying. Smart associations are ones where the former
happens.

2.10 Relationship between a Celebrity & a Brand
To understand how consumers associate celebrities to brands is well documented by a

research study by Anderson (1976); Collins & Loftus (1975); Rumelhart, Hinton &
McClelland (1986). In their study, associative learning principles were based on a
conception of memory as a network consisting of various nodes connected by associative
links. In the research context, celebrities and brands both represent nodes, which initially
are unconnected but become linked over time through the endorsement process.
When a consumer thinks about a brand, the link with the celebrity node is animated to a
certain level through spreading activation (Anderson 1983a). The joint activation of
brand and celebrity provides a path over which one's evaluation of the celebrity has an
opportunity to transfer to the brand. The key to the process is the simultaneous activation
of the brand and celebrity nodes. Negative information about the celebrity activates the
celebrity node, which then activates the brand node to some degree and allows reduced
evaluation of the celebrity to transfer to the brand. Studies by Noffsinger et al. (1983) and
Judd et al. (1991) provide empirical evidence demonstrating that attitudes can be affected
in such a way.

It is also important to view the consumer in their social and cultural setting to further see
how celebrity endorsements increase sales and impact brands over time. Celebrities
usually form a very good example of a reference group appeal. This is particularly
beneficial to a marketer and a brand who can cash in on the success of the star and,
hence, push his brand. People who idolize their celebrities, hence, have a biased affinity
to the brand their favorites endorse. As time passes on, they believe that they by adopting
the brand that their celebrity endorses are becoming more like them. Celebrities can be
used in four ways namely: testimonial, endorsement, actor and spokesperson.
Right now the current hot favorite in India is roping in celebrities for social causes like
pulse polio, etc. This has shown to be having a positive effect on the people. In India,
Bollywood and sport personalities rule the mind-space and airwaves.
A recent study by FCB-ULKA was done on celebrity endorsements in India. Here, they
discussed two parameters: Compatibility Index and Trait Index when it came to finding
the relationship between a celebrity and a brand.
Compatibility Index meant that the consumers saw a suitable match between the brand
and the celebrity. Trait Index was based on the match between brand and celebrity
personality traits. The numbers showed that Compatibility Index was more favorable than
Trait Index. E.g., Hrithik Roshan scored high on his Compatibility Index (100) as
compared to his Trait Index with Coca Cola. But the end user being the consumer
preferred him. The other startling fact was the high points 93 and 100 by Salman Khan.
But ThumsUp had to drop him after Salman's accident. But people still associate Thums-
Up with the Khan. The other important factor is unaided association and Salman scored
higher than other competition. But in the long run, to protect the brand image, Salman
was dropped. So what is important is the way the customer perceives a brand and the
celebrity, so if the celebrity is favored, it does have a positive influence over the brand.
The other factor is the sheer image or popularity of the star, if the star's image is larger
than life, for example, for Amitabh Bachchan or Sachin Tendulkar, the Compatibility
Index seems to be a natural collorary.

Taking the millennium superstar Amitabh Bachchan, as an endorser, he fulfills all the
FRED objectives, namely, Familiarity (target market is aware of him, finds him friendly,
likeable, dependable and trustworthy); Relevance (which says that there should be a link
between the endorser and the product as well as between the endorser and the audience);
Esteem (the polio endorsement, for example, is successful as the masses see him as a
credible name-face-voice); Differentiation (in all his projections, he is seen to be one
among the masses, and yet he towers above them. He is different). His appeal is
universal; lesser mortals merely cater to specific niches. While there may be different
reasons, depending on the category, the lifecycle stage in which the brand is, and the
particular marketing mantra being the flavor of the moment, the main reason is to make
the brand stand out and to facilitate instant awareness.
For example, in the much talked about Shah Rukh - Santro campaign, the organization
wanted to overcome the shortcoming of an unknown brand, Korean at that. The objective
of the company was to garner faster brand recognition, association and emotional unity
with the target group.
The Santro ad showed the highest recall amongst auto ads, despite average media spends
for the category. Reason being simple - star power paid off.
Another example was the launch of Tamarind by S. Kumar, they reckoned they spent 40-
50 per cent less on media due to the sheer impact of using Hrithik Roshan who was riding
on the 'Kaho Na Pyar Hai' wave of Success. Ad recall was as high as 70 per cent, and
even the normally conservative trade got interested (so while a new brand would
normally take 8-10 months for entry into a Shopper's Stop, Tamarind was prominently
displayed within 20 days of launch). But now looking at the long term effects of Hrithik,
his movies began to flop and it may seem a sheer co-incidence that the Tamarind brand
died out as well.
Looking on the flip side, the biggest concerns from the advertiser's point of view is that
of 'vampiring' - the celebrity being bigger than the brand. Consider the 1980s when
Dinesh Suitings chose Sunil Gavaskar as their brand endorser. Soon it was seen that

Gavaskar completely overshadowed the brand. A similar case was that of Shah Rukh and
Mayur Suitings, where post termination of the contract, the corporate had to vest crucial
monies in a campaign where the sole objective was to wean the brand identity off Shah
Rukh Khan. So having a celebrity who may outshine your product is not such a viable
idea is the common consensus.
The other problem is that of duration of endorsement, and a possible mismatch between
the celebrity's life cycle and that of the brand. Owing to unavailability of dates,
sometimes long-term contracts are signed, but the celebrity's life might be over soon.
Multiple endorsements are the other problem. There is unfortunately a limited pool of
celebrities who can resonate with consumers. So you have the same celebrity endorsing
several categories, as in case of ShahRukh and Sachin, who are completely over-exposed
- one would assume a fair degree of confusion and little room for credibility, and hence, a
possible devaluing amongst customers.
Studying TV and print advertisements, one will realize that either some celebrities are
endorsing several brands or a specific brand is endorsed by different spokespersons.
These concepts are called multiple brand endorsement and multiple celebrity
endorsement respectively.
The question is, does this special form of celebrity endorsement affects consumers' brand
attitudes? Following Tripp et al. (1994), the endorsement of as many as four products
negatively influences the celebrity spokesperson's credibility (i.e., expertise and
trustworthiness) and likeability. They further add that these effects are independent of the
celebrity, i.e., the perceptions of even well-liked stars can be influenced. Reasons may be
found in the lack of distinctiveness, with one famous person endorsing several products
instead of concentrating on and representing one specific brand. Though these findings
may be valid, it does not automatically mean that the concept of multiple product
endorsement is useless. Further, research is suggested on potential positive effects, like
transfer of positive brand images, and on the shape of consumers' response when more
than four products are endorsed.

2.11 The Scope of a Celebrity on the Incumbent Brand
Simply stating, a brand is a differentiated product and helps in identifying your product
and making it stand out due to its name, design, style, symbol, color combination, or
usually a mix of all these
Before we can scrutinize the effects of celebrity endorsement on the overall brand, we
have to ferret the implicit nuances that act as sources of strong brand images or values: -
• Experience of Use: This encapsulates familiarity and proven reliability.

• User Associations: Brands acquire images from the type of people who are seen
using them. Images of prestige or success are imbibed when brands are associated
with glamorous personalities.
• Belief in Efficiency: Ranking from consumer associations, newspaper editorials,
etc.

• Brand Appearance: Design of brand offers clues to quality and affects

preferences.
• Manufacturer’s Name & Reputation: A prominent brand name (Sony,
Kellogg’s, Bajaj, Tata) transfers positive associations.
The celebrity’s role is the most explicit and profound in incarnating user associations
among the above mentioned points. To comprehend this, let us analyze the multiplier
effect formula for a successful brand: -
S=P* D*AV -- the multiplier effect
Where
S is a Successful Brand
P is an Effective Product
D is Distinctive Identity
AV is Added Values
The realm of the celebrity’s impact is confined to bestow a distinctive identity and
provide AV to the brand; the celebrity does not have the power to improve or debilitate
the efficiency and features of the core product. Thus, we are gradually approaching an
evident proposition claiming, "The health of a brand can definitely be improved up to
some extent by celebrity endorsement. But one has to remember that endorsing a
celebrity is a means to an end and not an end in itself."
An appropriately used celebrity can prove to be a massively powerful tool that magnifies
the effects of a campaign. But the aura of cautiousness should always be there. The fact
to be emphasized is that celebrities alone do not guarantee success, as consumers
nowadays understand advertising, know what advertising is, and how it works. People
realize that celebrities are being paid a lot of money for endorsements and this
knowledge leads them to cynicism about celebrity endorsements.

2.12 The Need for Celebrity Endorsement

The charisma of the celebrities almost always entices people and their words are
worshipped by a lot of people. Their influence also goes on the political front, where they
are invited for political endorsement. The business firms, thus, resort to celebrity
endorsement to perk up brand recall and product sales. This has now become a trend and
is being perceived as a strategic means of brand building exercise.
The Elaboration Likelihood Model (EML) suggests that consumers will scrutinize
claims more in important situations (say, life saving drugs) than in unimportant ones. So,
for almost similar products like Coke and Pepsi, it makes sense to use endorsement. Also,
Friedman & Friedman have shown that a celebrity relative to a non-celebrity
spokesperson would be more effective for products high in psychological or social risk,
involving such elements as good taste, self-image, and opinion of others. For example,
when actor Shah Rukh Khan endorses Santro-Zip drive; the consumers are made to think
that he is giving his opinion to go for this car.
Two reasons why advertisers need celebrity endorsement are to increase the credibility &
attractiveness of their advertisement. This is solely to affect consumers' attitude towards
their brand. To justify this hypothesis, we can take the example of former Miss Universe
Sushmita Sen who helped the Epson brand of printers achieve instant recognition; even
with the established giants like Hewlett-Packard and Wipro in the running. Similarly,
actress Rani Mukherjee has turned the tables for Bata's ladies footwear brand called
Sundrop as sales increased by a whooping 500%.
Celebrity endorsements are impelled by virtue of the following motives: -

• Instant Brand Awareness and Recall
• Celebrity values define, and refresh
• the brand image
• Celebrity adds new dimensions to the brand image
• Instant credibility or aspiration PR coverage
• Lack of ideas
• Convincing clients

2.13 Is celebrity advertising effective?
What are the benefits of representing India in the national cricket team? It is an
opportunity to compete with the best in the world and pitch one's talent against the best.
It is an opportunity to travel around the world. It is an opportunity to uphold national

pride. And make good money from every match played.
But there is more, a ticket to modelling in the advertising world (and a future perhaps in
Bollywood). Not surprisingly it's a very attractive profession. As advertisers pour crores
of rupees every year, into celebrity advertising.
Think of Sachin Tendulkar. He means Pepsi in soft drinks, Boost in malted beverages,
MRF in tires, Fiat Palio in cars, TVS Victor in two-wheelers, Colgate Total in
toothpastes, Britannia in biscuits, Visa in credit cards, Airtel in mobile services and
Band-aid.
Clearly, an overload of brands and categories associated with one star.
In the advertising world, celebrity advertising is seen as a substitute for 'absence of ideas'
-- and actually frowned upon. Yet it appears again and again.
The reasons are quite insightful.
A client hits upon celebrity as a solution when his agency is unable to present to him a
viable, exciting solution for his communication/marketing problem. He then feels that the
presence of a well-known face is an easy way out. It is rare that there is an idea on the
table and client and agency mutually agree that the presence of a celebrity will actually
lift the script. This is very similar to Bollywood blockbuster films where the cast is
decided upon and the script either written accordingly or re-engineered around the cast!

There is no doubt that celebrity advertising has its benefits –
The four Qs:
Quick saliency: It gets cut through because of the star and his attention getting value.
Goodlass Nerolac has ensured high saliency for its brand with the inclusion of Amitabh
Bach Chan in its advertising.
Quick connect: There needs to be no insight but the communication connects because
the star connects. Sachin, Shah Rukh and their ilk's ensure an easy connect for Pepsi with
the youth.
Quick shorthand for brand values: The right star can actually telegraph a brand
message fast without elaborate story telling. Kapil Dev and Sachin Tendulkar seem to
have done that successfully for Boost in the early '90s. And helped to differentiate it in
the malted beverages market.

Quick means of brand differentiation: In a category where no brand is using a

celebrity, the first that picks one up could use it to differentiate itself in the market. Boost
did it in the malted beverage category.
And Preity Zinta does all the above four for Perk -- connecting with the youth and
reinforcing the brand's youthful, spontaneous, energetic values.
In general celebrity endorsements are impelled by virtue of the following motives:
• Instant Brand Awareness and Recall.

• Celebrity values define, and refresh the brand image.
• Celebrities add new dimensions to the brand image.
• Instant credibility or aspiration PR coverage.
• Lack of ideas.
• Convincing clients.
An appropriately used celebrity can prove to be a massively powerful tool that magnifies
the effects of a campaign. But the aura of cautiousness should always be there. The fact
to be emphasized is that celebrities alone do not guarantee success, as consumers
nowadays understand advertising. They know what advertising is and how it works.
People realize that celebrities are being paid a lot of money for endorsements and this
knowledge makes them cynical about celebrity endorsements.

2.14 WHY COMPANIES USE CELEBRITIES – THE

CELEBRITY EDGE
• Psychologica l Factors: Celebrities generally satisfy the 'esteem needs' of an

individual. For example a movie actress is expected to possess a flawless skin and
a blemish free face. Her fans want to know the secret of her beauty, so she
becomes a natural endorser for beauty related products (cosmetics, soaps,
powder).
• propping Up Awareness and Trust Levels:

Rahul Dravid BOB
• To Communicate a Certain Message about the Company: Sachin Tendulkar as

brand ambassador gave it the desired facelift and image for the launch of 'Victor'
• Value for Money:
• To Position their Brand Distinctively: Lux worldwide has positioned itself as

the 'soap the filmstars use'. From Leela Chitnis to Aishwarya Rai, all top actresses
have modeled for Lux
• Celebrity Standing for a Single Brand: Think Zakir Hussain and you are
reminded of 'Wah Taj' Taj Mahal tea. Ditto with A. R. Rahman for Airtel

2.15 The Process of Celebrity Endorsement

The process of celebrity endorsement is more of meaning translation & meaning
application. A deeper insight into this complex process is provided by the following
theory.
• The Meaning Transfer Model
McCracken, the author to this model, has suggested that, "The effectiveness of the
endorser depends, in part, upon the meaning he or she brings to the endorsement
process." The celebrities' effectiveness as endorsers stems from the cultural meanings
with which they are endowed. It is a three-stage process of meaning transfer that involves
the formation of celebrity image, transfer of meaning from celebrity to the brand, and
finally, from the brand to the consumer.
Figure 1: The Meaning Transfer Model
To explain it with the help of an example, we can take the case of Rahul Dravid and
Castrol. The cricket icon is seen as "Mr. Dependable". And when he endorses Castrol, an
image of "dependability" is tagged on to the brand under promotion.

2.16 Compatibility of the celebrity’s persona with the

overall brand image
A celebrity is used to impart credibility and aspirational values to a brand, but the
celebrity needs to match the product. A good brand campaign idea and an intrinsic link
between the celebrity and the message are musts for a successful campaign. Celebrities
are no doubt good at generating attention, recall and positive attitudes towards
advertising provided that they are supporting a good idea and there is an explicit fit
between them and the brand. On the other hand, they are rendered useless when it comes
to the actual efficiency of the core product, creating positive attitudes to brands, purchase
intentions and actual sales. Certain parameters that postulate compatibility between the
celebrity and brand image are:
Fit with the Advertising Idea

Marketers now seek to adopt 360 degree brand stewardship in which the brand sees no
limits on the number of contact points possible with a target consumer. Advertising ideas,
thus, revolve around this approach, and the celebrity endorsement decisions are made
through these startegic motives.
One of the most successful celebrity endorsement campaign which reflects the fit
between the brand and the 360 degree advertising fit is Fardeen Khan and Provogue.
Provogue's positioning in the apparel market is of a young, active, party-going, attention-
grabbing brand and so is Fardeen Khan. The conjuction between the two has been
immensely impactful and brand managers have utilised this endorsement through 360
degree reinforcement. Provogue Lounge and extensive phased insertions in print in
selective publications reaching out to their target audience has made it as one of the
highest recalled celebrity endorsement.
Similarly, Richard Gere's recent endorsement for VISA in India has gained acclaim due
to its innovativeness and consumer connect. Brand marketers say that research reveals
that Richard Gere was the most popular face across the Asia Pacific region, and would
also fit into the persona of the brand meeting their communication objective to enhance

VISA's brand leadership and consumer preference, and the motive to continue the "All it
Takes" empowerment platform featuring international celebrities.
Celebrity-Target Audience Match

Smriti Irani endorsing the WHO recommnded ORS Campaign in India. Indian mothers
can associate with Smriti Irani through the facets she projects on screen or in regular life
which helps develop a connect with the target audience since mothers medicate their
children with ORS. The inserial placement of the campaign in "Kyunki Saas Bhi Kabhi
Bahu Thi" has won it an award from PR Week.
Similarly, Irfan Pathan endorsing Hero Cycles has gained the brand immense recall and
embarked through the positve association between the consumer and the brand.
Celebrity Values
Celebrity branding is all about the transfer of the value from the person to the product he
endorses or stands for. There are two concerns here. The first is how long this could last.
Can the person maintain his popularity (i.e., his performance or status ranking)? The
lifecycle of celebrity popularity varies a lot. The second concern is his private life -
personal integrity. If he is implicated in any kind of scandal, that would ruin the brand.
"Who would want to use Michael Jackson to brand their product?" (brandchannel.com)
Tabu endorsing Tetra Packed Milk, Shabana Azmi campaigning for AIDS Awareness,
Amitabh Bachchan & Shahrukh Khan campaigning for Pulse Polio or Aishwarya Rai
appearing in the Donate Eyes campaign are few examples, which reflect the transfer of
celebrity values to the brand, creating an impact that generates recall.
Costs of Acquiring the Celebrity

Consequently, companies must have deep pockets to be able to afford the best available
celebrities. Recently, a newspaper report showed how cola firms had gone beyond their
advertising budgets to get the best celebrities. Small firms that use celebrities' services
run greater risks if they invest large amounts. Although nobody is willing to say exactly
how much celebrities get paid, industry sources say Sachin Tendulkar's price is believed
to be between Rs. 2.0-2.5 crore per endorsement, and musician A. R. Rehman, who had

signed up with AirTel, is believed to have picked up Rs. 1.75 crore. Film-star Hrithik
Roshan was rumored to have picked up Rs. 2 crore for the Fly With Hrithik campaign to
push Close-Up, and Shahrukh Khan's rate seems to be between Rs. 2.5-3.0 crore.
Aishwarya Rai apparently picks up Rs. 1.25 crore for an endorsement and the Indian
cricket captain Saurav Ganguly is believed to get between Rs. 90 lakh to Rs. 1.5 crore,
while film-star Aamir Khan apparentlymakes Rs. 1.5 crore per endorsement.
Celebrity Regional Appeal Factors

R. Madhavan endorsing Pepsi in southern India or Sachin Tendulkar endorsing in India
are few examples of how celebrities are chosen to reach out to target audiences for brands
in regional markets.
Another interesting example would be of Steve Waugh campaigning for Tourism
Australia in India since he was one of the popular celebrities from Australia and could
carry the messge of Australia as a tourist destination. Other celebrities like Kylie
Minogue, Nicole Kidman from Australia can be prospective endorsers for Brand
Australia but not in the region of India.
Celebrity-Product Match
Cyrus Broacha is the brand ambassador for MTV since both the celebrity and the brand
are considered as friendly, young, mood-boosting, humourous and outspoken. MTV's
brand personality overlaps Cyrus Broacha's image as a brand.
Some more examples of compatible celebrity product match in which celebrity brand
attributes get transferred to the brand and increases the brand equity is of Mallaika Arora
& Freshizza from Pizza Hut, Govinda & Navratan Tel, Sanjay Dutt & Elf Oil, Sunny
Deol & Lux Undergarments, Aishwarya Rai & Nakshatra, etc.
Celebrity Controversy Risk

The perfect example here is of Salman Khan and the controversy in which he crushed a
man to death with his Pajero when he was driving under the influence of alcohol. Also,
any act on the part of the endorser that gives him a negative image among the audience
and goes on to affect the brands endorsed. The brand, in most instances, takes a bashing.

Celebrity Popularity
Celebrity Brand association like Garnier endorsed Tara Sharma & Simone Singh, Agni
Diamonds & Riama Sen don't get much brand recall, and even if they do, its difficult to
attribute it to the celebrities' endorsing the brand.On the other hand, HPCL has had
increased popularity and share of voice due to thendorsement of the brand through Sania
Mirza.
Celebrity Availability
In case of various brands, there are situations in which they prefer to go without a brand
face, since there is no brand-fit between the celebrities available and the brand. Also, due
to multiple endorsements by certain celebrities, brands refuse to adopt celebrity
endorsement since they fear dilution of the brand image.
Celebrity Physical Attractiveness

Bipasha Basu' physical attractiveness and her connect with the brand makes Levis
Strauss's campaign through celebrity in India, John Abraham endorsing Wrangler and
Timex Sunglasses are some examples which portray the celebrities' physical
attractiveness that helps create an impact.
Celebrity Credibility
The most important aspect and reason for celebrity endorsement is credibility. In a
research carried out among 43 ad agencies and companies, most experts believed that the
most important dimensions of credibility are trustworthiness and prowess or expertise
with regard to the recommended product or service (Miciak and Shanklin, 2002). One of
the most obvious reasons of Amitabh Bachchan endorsing plethora of brands is the
credibility of the celebrity and his recognition across consumers.To site one of the most
successful campaigns in which the celebrity's credibility has had an indelible impact on
the brand and has saved the brand is of Cadbury's. After the worm controversy, Amitabh
Bachchan's credibility infused into the brand through the campaign, helping it to get back
on track. The campaign has won an award for the same.

Multiple Endorsements
The case of multiple endorsements, both in terms of a single brand hiring multiple
celebrities and that of a single celebrity endorsing multiple brands, is often debated. At
times, consumers do get confused about the brand endorsed when a single celebrity
endorses numerous brands.
The recall then gets reduced and reduces the popularity of the brand. Not many people
can remember all the brands that a celebrity endorses and the chances of losing brand
recall increases if the celebrity endorses multiple brands. For example, in case of Sachin
Tendulkar people recall Pepsi, TVS Victor and MRF, but might not remember brands
like Britannia and Fiat. Similarly, for Amitabh Bachchan, consumers remember ICICI,
Pepsi, Parker Pens, Pulse Polio and BPL. They might get confused in the endorsement of
Nerolac or Asian Paints. Thus, for multiple endorsements where the same celebrity
endorses several brands, it boils down to the strength of the brand and the advertising
content.
Whether Celebrity is a Brand User

One of the strongest platforms to discuss this is through NGOs. Various celebrities
endorse NGOs and social causes since they believe in the social message that they need
to convey to the audience. One of the most successful campaigns has been executed by
PETA in which celebrities like Shilpa Shetty, Amisha Patel, Yana Gupta, Sheetal Malhar,
Mahima Choudhary laimed to believe in PETA's philosophy, and thereby endorse the
brandOn the other hand, while some would understand that Amitabh Bachchan would
have never used Navratan Tel, the target audience that the brands wants to reach out to
will be ready to believe that he used the oil and his endorsement thereby creates an
impact.

2.17 Successful celebrity endorsements for a brand- An Indian

perspective
In the history of advertising — products or services, political parties or ideas —

celebrities have played a seminal role in boosting the bottom line. Whether what's on
offer is a soft drink, beauty aid, ideology or public health message, it's the celebrity
endorsement that makes the difference between recognition and anonymity.
The latter part of the '80s saw the burgeoning of a new trend in India– brands started
being endorsed by celebrities. Hindi film and TV stars as well as sportspersons were
roped in to endorse prominent brands. Advertisements, featuring stars like Tabassum
(Prestige pressure cookers), Jalal Agha (Pan Parag), Kapil Dev (Palmolive Shaving
Cream) and Sunil Gavaskar (Dinesh Suitings) became common. Probably, the first ad to
cash in on star power in a strategic, long-term, mission statement kind of way was Lux
soap. This brand has, perhaps as a result of this, been among the top three in the country
for much of its lifetime.
In recent times, we had the Shah Rukh-Santro campaign with the objective of mitigating
the impediment that an unknown Korean brand faced in the Indian market. The objective
was to garner faster brand recognition, association and emotional unity with the target
group. Star power in India can be gauged by the successful endorsement done by Sharukh
for three products- Pepsi, Clinic All Clear and Santro. Unique selling propositions are
best boosted when a popular credible figure vouches for it. A Govinda who claims to
wear a particular brand of banian impels scores to switch brands. An Aishwerya Rai
pledging her eyes motivates thousands to queue up to pledge theirs.
In the Indian context, it would not be presumptuous to state that celebrity endorsements
can aggrandize the overall brand. We have numerous examples exemplifying this claim.
A standard example here is Coke, which, till recently, didn't use stars at all
internationally. In fact, India was a first for them. The result was a ubiquitously appealing
Aamir cheekily stating Thanda matlab Coca Cola. The recall value for Nakshatra
advertising is only due to the sensuous Aishwarya. The Parker pen brand, which by itself

commands equity, used Amitabh Bachchan to revitalize the brand in India. According to
Pooja Jain, Director, Luxor Writing Instruments Ltd (LWIL), post Bachchan, Parker's
sales have increased by about 30 per cent.

2.18 HOWCELEBRITY ENDRSEMENT INFLUENCE THE

CONSUMER
The basis for the effectiveness of celebrity-endorsed advertising can be linked to
Kelman's processes of social influence as discussed by Friedman and Friedman.
According to Kelman, there are three processes of social influence, which result in an
individual adopting the attitude advocated by the communicator:
Compliance, Identification & Internalization:- These latter two processes are
particularly applicable to celebrity-endorsed advertising.
Compliance infers that another individual or group of individuals influences an
individual cause he or she hopes to achieve a favourable reaction from this other group.
This process of social influence is not directly applicable to celebrity advertising because
there is little, if any, interaction between the celebrity and the consumer.
Identification applies to the situation wherein the individuals emulate the attitudes or
behavior of another person or group, simply because they aspire to be like that person or
group. This process is the basis for referent power. It was found that celebrities are more
commonly liked than a typical consumer spokesperson.
Internalization as a process of social influence is said to occur when individuals adopt
the attitude or behavior of another person because that behavior is viewed as honest and
sincere and is congruent with their value system. The effectiveness of celebrity
advertising traditionally has not been strongly linked to this process, as a celebrity's
reason for promoting a product can just as easily be attributed by the consumer to an
external motive (i.e., payment of fee) as to an internal motive (i.e., the celebrity's true
belief in the value and benefit of the product). An important issue of concern relates to
the development of a strategy for use in Celebrity Advertising, which benefits from the
dramatic impact of dual support of both the identification and internalization processes of
social influence. Celebrities are well-liked, but the techniques that can be used to enhance
their credibility as spokespeople, and therefore, tie-in more closely with the
internalization process needs to be looked into

2.19 Review of literature:-
Attribution theory and endorsement effectiveness
Although past research documents a general tendency for consumers to believe in the
purity of the motives of celebrity endorsers, it is likely that this tendency varies
substantially both across consumers and across endorsers. For example, Tripp showed
that celebrities who endorse several products are viewed as less credible endorsers than
those who endorse only a single product. also demonstrated that celebrities who are
blamed for negative events (e.g. accidents) can have detrimental effects on the products
they endorse. In short, the effectiveness of a celebrity endorser is dynamic, dependent on
the celebrity, the product, and perhaps even societal conditions at the time and place
where the advertisement is shown. As such, it could be fruitful to abandon the use of
traditional measures of the celebrity endorser's trustworthiness or credibility in general in
favor of directly measuring the degree to which individuals evaluate the celebrity as
liking the endorsed product after viewing the advertisement. Such evaluations fit under a
class of judgment that has been referred to as “correspondent inferences” Correspondent
inferences more generally refer to any judgment in which observers use an individual's
behavior (e.g. an endorser saying that she loves Cheerios cereal) to infer congruent
dispositions in that individual (e.g. inferring that the endorser actually does love Cheerios
cereal). We propose that correspondent inferences are a direct measure of a celebrity's
credibility in the specific context of the advertisement, and thus should predict
consumers' attitudes toward the advertised product.H1. =Correspondent inferences will
be positively associated with attitudes toward the advertised product. Another interesting
question in this context is whether consumers will tend to make correspondent inferences
about celebrity endorsers. Early social psychological work in attribution theory suggests
not – a large endorsement fee should be viewed as a strong incentive toward endorsement
behavior, and thus observers should doubt that endorsements reflect true liking for the
product on the part of the endorser. However, research indicating that celebrities are
especially credible and trustworthy endorsers (e.g. Freiden, 1984) suggests that
consumers might believe celebrities like the product regardless of endorsement fees.

Furthermore, research examining a phenomenon called “correspondence bias” suggests

that observers are biased such that they tend to attribute behavior to personal
characteristics of the individual performing that behavior (e.g. liking for the product)
even when situational factors (e.g. endorsement fees) are sufficient to fully explain the
behavior.
Celebrity attributes that influence endorsement effectiveness
Previous research examining the effectiveness of celebrity endorsements has focused

primarily on personal attributes of the celebrity that enhance his or her persuasiveness
For example, a number of researchers have used models in which “source credibility”,
typically viewed as a function of trustworthiness and expertise, is the primary factor
determining how influential the endorser will be Trustworthiness refers to the general
believability of the endorser, and is thus broader but conceptually similar to
correspondent inferences about the endorser. Expertise refers to the product knowledge of
the endorser and thus to the validity of his or her claims regarding the product, and is
believed to be a factor that increases persuasiveness above and beyond the effects of
trustworthiness.H3.=Perceived product knowledge of the endorser will be positively
associated with attitudes toward the advertised product.Other researchers have
emphasized the importance of source attractiveness in determining liking for the endorser
and thereby increasing endorsement effectiveness To the extent that attractiveness is an
important determinant of endorsement effectiveness, research based on the matchup
hypothesis for a discussion of the matchup hypothesis in relation to endorser expertise)
suggests that its importance is limited by the degree to which attractiveness “fits” well
with the advertised product Thus, for example, physical attractiveness might be useful
when selling cosmetics but not when selling computers. Furthermore, although source
attractiveness research has focused primarily on physical attractiveness, attractiveness
can also be viewed more generally as a positive attitude toward the endorser. Such
positive attitudes might result from admiration or perceived similarity although effective
advertising is more likely to rely on the admiration component because the influential
power of celebrities is closely connected to their status as role models.

Some researcher conducted a research to measure the effectiveness of celebrity

endorsement advertisements. This is given below.
Experiment 1:
Participants
The participants were 66 students (41 females, 25 males) at the University of Tromsø
who participated on a voluntary basis. The mean age of the participants was 24.59 years
(SD=1.91 years).
Materials
Baseline measure
Prior to examining any of the other experimental materials, participants were asked to
indicate what they believed people in general think about the Omega watch brand on a
scale from 1=“not good at all” to 7=“very good”.
Endorsement advertisement
Participants were given a black-and-white copy of a printed advertisement in which

Cindy Crawford endorsed the luxury, diamond-set watch “Constellation Carrè” from
Omega. The advertisement had a close-up picture of Cindy Crawford with the watch in
front of her. “Cindy Crawford's choice” was printed above the picture, and “My choice”
was written in cursive next to the Omega logo at the bottom of the advertisement.
Evaluation questionnaire
The evaluation questionnaire included measures of correspondent inferences, attitude

toward the advertisement, attitude toward the product, and attitude toward the celebrity
endorser. Correspondent inferences were measured with three items asking participants to
indicate their level of belief that Cindy Crawford:

1. likes the Omega brand;

2. frequently uses the Omega brand; and
3. Views the Omega brand as a good product.
Each of these items was answered on a seven-point scale ranging from 1=“Not at all
likely” to 7=“Extremely likely”. The correspondent inference items showed satisfactory
internal reliability (α=0.83).
All attitude items used semantic differential scales with a value of one associated with the
more negative word and a value of seven associated with the more positive word.
Attitude toward the advertisement was measured using the items pleasant/unpleasant,
likeable/not likeable, interesting/uninteresting, and good/bad; attitude toward the product
was measured using the items desirable/not desirable, pleasant/unpleasant, likeable/not
likeable, and good/bad; attitude toward the endorser was measured using the items
interesting/uninteresting, pleasant/unpleasant, likeable/not likeable, and good/bad. Each
of the three attitude measures showed satisfactory internal reliability (attitude toward
advertisement: α=0.85; attitude toward product: α=0.82; attitude toward endorser:
α=0.87).
Participants were also asked to rate how much they admired Cindy Crawford as well as
Cindy Crawford's physical attractiveness, sense of style (attractiveness relevant to the
product domain), similarity to the participant, and knowledge of the product domain. All
of these ratings were made on seven-point scales where 1 indicated low values (e.g. “not
at all attractive”) and 7 indicated high values (e.g. “very attractive”).
Analyses
In addition to preliminary co relational analyses, the primary results will be presented

using a structural equations model developed in Amos 4.0. In addition to the chi-square
measure of absolute fit, the comparative fit index (CFI) and the root mean square error of
approximation were used as measures of relative model fit. Even for models with poor
absolute fit, recent research suggests that CFI values of 0.95 or higher and RMSEA
values of 0.08 or lower indicate reasonably well overall model fit.

Experiment 2:
Participants
The participants were 66 students (39 females, 25 males, 2 not reported) who were
recruited at a higher education conference in Oslo, Norway and participated on a
voluntary basis. The mean age of participants was 24.28 years (SD=7.75 years).
Materials
Endorsement advertisement
Participants were given a black-and-white copy of a printed advertisement in which

Pierce Brosnan endorsed Goodlife cologne from Davidoff. The advertisement consisted
of a picture of a Goodlife cologne bottle on the left and a close-up picture of Pierce
Brosnan on the right. The words “Davidoff” and “Goodlife” were written on the ad at the
bottom of Pierce Brosnan's picture.
Evaluation questionnaire
The evaluation questionnaire included measures of correspondent inferences, attitude

toward the advertisement, attitude toward the product, and attitude toward the celebrity
endorser. Correspondent inferences were measured with three items asking participants to
indicate their level of belief that Pierce Brosnan:
1. likes Goodlife cologne;

2. frequently uses Goodlife cologne; and
3. views Goodlife cologne as a good product.
Each of these items was answered on an 11-point scale ranging from 0=“Not at all likely”
to 10=“Extremely likely”. The correspondent inference items showed satisfactory internal
reliability (α=0.82).All attitude items used semantic differential scales with a value of one
associated with the more negative word and a value of seven associated with the more
positive word. Attitude toward the advertisement was measured using the items

pleasant/unpleasant, likeable/not likeable, interesting/uninteresting, and good/bad;

attitude toward the product was measured using the items desirable/not desirable,
pleasant/unpleasant, likeable/not likeable, and good/bad; attitude toward the endorser was
measured using the items interesting/uninteresting, pleasant/unpleasant, likeable/not
likeable, and good/bad. Each of the three attitude measures showed satisfactory internal
reliability (attitude toward advertisement: α=0.87; attitude toward product: α=0.91;
attitude toward endorser: α=0.86).Participants were also asked to rate Pierce Brosnan's
knowledge of the product domain, similarity to themselves, and physical attractiveness.
All of these ratings were made on seven-point scales where 1 indicated low values (e.g.
“not at all attractive”) and 7 indicated high values (e.g. “very attractive”).
Conclusion
The high costs associated with product advertising make it imperative that advertising
messages effectively increase consumers' interest in the product. With that in mind,
studies that examine characteristics of advertisements that make them effective are
especially valuable. The present experiments represent a first step in identifying what
makes endorsement advertisements effective based on work in attribution theory within
social psychology. The results suggest that endorsement advertising effectiveness can be
strongly influenced by consumers' inferences concerning whether the endorser truly likes
the product. Advertisers, on the other hand, often appear to be satisfied with merely
creating an association between a popular endorser and their product with the hope that
the endorser's positive image will somehow “rub off” on the product. The present
research suggests that advertisers should put more effort not only into choosing endorsers
who are well matched with products, but also into making strong arguments and
believable explanations for why endorsers truly do like the products they endorse.

Figure 1Model predicting attitude toward the advertised product in Experiment 1

2Model predicting attitude toward the advertised product in Experiment

2.20 Important Celebrity Attributes

While selecting a celebrity as endorser, the company has to decide the promotional
objective of the brand and how far the celebrity image matches with it. The selection is in
fact a collaboration, from which both the company and the celebrity gains. The most
important attribute for a celebrity endorser is the
Trustworthiness: The target audience must trust that a celebrity carries a particular
image and it must match with the product. The second attribute in order of importance is
likeability: The celebrity also must be accepted as a popular icon by a large cross-section
of the audience.
Similarity: between the target audience and the celebrity is the third important attribute.
A person well-known in a society can have greater impact than a celebrity of a different
world. If the endorser and receiver have similar needs, goals, interests and lifestyles, the
position advocated by the brand communication is better understood and received.
Similarity is also used to create a situation where the consumer feels empathy for the
person shown in the commercial. The bond of similarity between the endorser and the
receiver increases the level of persuasiveness. Apart from that,
Expertise: is also believed to be another important attribute.

2.21 The Argument for Celebrity Endorsement
Brands have been leveraging celebrity appeal for a long time. Across categories, whether
in products or services, more and more brands are banking on the mass appeal of
celebrities. As soon as a new face ascends the popularity charts, advertisers queue up to
have it splashed all over. Witness the spectacular rise of Sania Mirza and Irfan Pathan in
endorsements in a matter of a few months. The accruement of celebrity endorsements can
be justified by the following advantages that are bestowed on the overall brand:
• Establishment of Credibility: Approval of a brand by a star fosters a sense of

trust for that brand among the target audience- this is especially true in case of
new products. We had the Shah Rukh-Santro campaign. At launch, Shah Rukh
Khan endorsed Santro and this ensured that brand awareness was created in a
market, which did not even know the brand.
• Ensured Attention: Celebrities ensure attention of the target group by breaking
the clutter of advertisements and making the ad and the brand more noticeable.
• PR coverage: is another reason for using celebrities. Managers perceive
celebrities as topical, which create high PR coverage. A good example of
integrated celebrity campaigns is one of the World’s leading pop groups, the
Spice Girls, who have not only appeared in advertisements for Pepsi, but also in
product launching and PR events.
• Time saving: Celebrity is able to build brand credibility in a short period of time.
• Higher degree of recall: People tend to commensurate the personalities of the
celebrity with the brand thereby increasing the recall value. Golf champion Tiger
Woods has endorsed American Express, Rolex, and Nike. Actress Catherine Zeta-
Jones is used by T-Mobile and Elizabeth Arden. 007 Pierce Brosnan promotes
Omega, BMW, and Noreico.
• Associative Benefit: A celebrity’s preference for a brand gives out a persuasive
message - because the celebrity is benefiting from the brand, the consumer will
also benefit.

• Mitigating a tarnished image: Cadbury India wanted to restore the consumer's

confidence in its chocolate brands following the high-pitch worms controversy; so
the company appointed Amitabh Bachchan for the job. Last year, when the even
more controversial pesticide issue shook up Coca-Cola and PepsiCo and resulted
in much negative press, both soft drink majors put out high-profile damage
control ad films featuring their best and most expensive celebrities. While Aamir
Khan led the Coke fightback as an ingenious and fastidious Bengali who finally
gets convinced of the product's `purity,' PepsiCo brought Shah Rukh Khan and
Sachin Tendulkar together once again in a television commercial which drew
references to the `safety' of the product indirectly.
• Psychographic Connect: Celebrities are loved and adored by their fans
and advertisers use stars to capitalise on these feelings to sway the fans
towards their brand.
• Demographic Connect: Different stars appeal differently to various
demographic segments (age, gender, class, geography etc.).
• Mass Appeal: Some stars have a universal appeal and therefore prove to be
a good bet to generate interest among the masses.
• Providing testimony: Another benefit of using celebrity endorsers is that
s/he can provide testimony for a product or service, particularly when the
product has contributed to their celebrity. The more familiar an endorser,
the more likely consumers are to buy the endorsed product.
• Rejuvenating a stagnant brand: With the objective of infusing fresh life
into the stagnant chyawanprash category and staving off competition from
various brands, Dabur India roped in Bachchan for an estimated Rs 8 crore.
• Celebrity endorsement can sometimes compensate for lack of
innovative ideas.

2.22 The Argument against Celebrity Endorsement
The celebrity approach has a few serious risks:
1. The reputation of the celebrity may derogate after he/she has endorsed the
product: Pepsi Cola's suffered with three tarnished celebrities - Mike Tyson,
Madonna, and Michael Jackson. Since the behaviour of the celebrities reflects on
the brand, celebrity endorsers may at times become liabilities to the brands they
endorse.
2. The vampire effect: This terminology pertains to the issue of a celebrity

overshadowing the brand. If there is no congruency between the celebrity and the
brand, then the audience will remember the celebrity and not the brand. Examples
are the campaigns of Dawn French—Cable Association and Leonard Rossiter—
Cinzano. Both of these campaigns were aborted due to celebrities getting in the
way of effective communication. Another example could be the Castrol
commercial featuring Rahul Dravid.
3. Inconsistency in the professional popularity of the celebrity: The celebrity may
lose his or her popularity due to some lapse in professional performances. For

example, when Tendulkar went through a prolonged lean patch recently, the
inevitable question that cropped up in corporate circles - is he actually worth it?
The 2003 Cricket World Cup also threw up the Shane Warne incident, which
caught Pepsi off guard. With the Australian cricketer testing positive for
consuming banned substances and his subsequent withdrawal from the event,
bang in the middle of the event, PepsiCo - the presenting sponsor of the World
Cup 2003 - found itself on an uneasy wicket
4. Multi brand endorsements by the same celebrity would lead to overexposure:
The novelty of a celebrity endorsement gets diluted if he does too many
advertisements. This may be termed as commoditisation of celebrities, who are
willing to endorse anything for big bucks. Example, MRF was among the early
sponsors of Tendulkar with its logo emblazoned on his bat. But now Tendulkar
endorses a myriad brands and the novelty of the Tendulkar-MRF campaign has
scaled down.
5. Celebrities endorsing one brand and using another (competitor): Sainsbury’s
encountered a problem with Catherina Zeta Jones, whom the company used for its
recipe advertisements, when she was caught shopping in Tesco. A similar case
happened with Britney Spears who endorsed one cola brand and was repeatedly
caught drinking another brand of cola on tape.
6. Mismatch between the celebrity and the image of the brand: Celebrities manifest
a certain persona for the audience. It is of paramount importance that there is an
egalitarian congruency between the persona of the celebrity and the image of the
brand. Each celebrity portrays a broad range of meanings, involving a specific
personality and lifestyle. Madonna, for example, is perceived as a tough, intense
and modern women associated with the lower middle class. The personality of
Pierce Bronson is best characterized as the perfect gentlemen, whereas Jennifer
Aniston has the image of the ‘good girl from next door’.


2.23 Brand, Celebrities & Consumer
Factors Impacting a Brand while being viewed by a Consumer in Media
The model above shows the various factors that affect a celebrity endorsed brand while
viewed by a consumer in the media (both TV and print). The central idea being the
impact on brand. The three major parts to a brand being shown are: -
 The Product
 Advertisement
 The celebrity endorsing it
It is important is to study the relationship between these factors and how they together act
for or against the brand.

The product is important, of course, it may fulfill a need, want or a desire. Quality is
quintessential and, hence, nowadays it is understood the product is of highest quality. So
what next? The advertisement is important as a good product could see an early exit if the
advertisement is handled badly, and otherwise, a mediocre product which is tastefully
handled goes a long way. Lastly, the celebrity in the advertisement, recall, trust,
familiarity are some of the reasons that they are used. Now consider the interactions of
these individual factors. The best of superstars can be doing the advertisement but if the
product is far from the image the star has, the whole advertisement is a waste. Imagine an
Amitabh doing an advertisement for ad for youth apparel. Well, exceptions can be there
but then again it depends on the way it is done. Believability is of vital importance, the
TVS Victor advertisement shows us the bike being compared to the bat of Sachin and the
strokes he plays. (Classically executeadvertisement with the bike and Sachin coming out
as winners). The relationship between a product and its advertisement again can be either
dependant or none. In that case, a shock value makes people remember the brand better
and, hence, a possible long term loyalty.

2.24 Celebrity Selection

There are various scientific ways in which the right celebrity is selected for the product
endorsement, which are discussed here after
Stereotyping

Tellis defines stereotypes as perceptions and depictions of individuals based on

simplistic, biased image of the group to which they belong, rather than on their own
individual characteristics. For example: its better to select celebrities who say are teens
for chocolate advertisements and females for detergent ads, etc.
The
 TEARS Model
The attributes highlighted by the acronym "TEARS" are gauged for celebrity selection.
These are: -
• Trustworthiness: For example - Legendary actor Amitabh Bachchan who is an
icon of trust; promoting ICICI Bank.
• Expertise: For example - Golfer Tiger Woods for a sports brand.
• Attractiveness: For example - Tennis player Anna Kournikova who earns 10
Million dollars per year in just endorsement.
• Respect: For example - Former Miss World Aishawarya Rai and the Eye
donation campaign.
• Similarity: For example - a child artist promoting a chocolate brand. A celebrity
scoring high on all the above attributes can turn out to be a good endorser for the
brand under question.

The
 No TEARS Model
The "No TEARS" approach is a tool for managers and their advertisers how to go about
selecting celebrities so as to avoid the pitfalls from making an unwise decision. It gauges
the following information: -
• celebrity & audience match up,
• celebrity & brand match up,
• celebrity credibility,
• celebrity attractiveness,
• cost consideration,
• a working ease and difficulty factor,
• an endorsement saturation factor,
• a likelihood-of-getting-into-trouble factor
Selecting the right celebrity does more than increasing sales; it can create linkages with
the celebrities' appeal, thereby adding new dimension to the brand image. Research
conducted by Katherine Eckel has revealed that celebrities can get people to make a
better choice but cannot influence 'people to make a foolish choice'.
The success of celebrity endorsement in India can be sought from a market research
conducted earlier which found that 8 out of 10 TV commercials scored the highest recall
were those with celebrity appearances. A few examples: Sachin Tendulkar - Adidas,
Sourav Ganguly - Britannia, Leander Paes & Mahesh Bhupati - J. Hampstead, Shah Rukh
Khan - Pepsi, Sushmita Sen - Epson, and Aishwarya Rai - Coke.

2.25 Difference between Brand Ambassador & Brand Face
A Brand Ambassador would be one who is not only a spokesperson for the brand or is
just appearing as a testimonial for the brand’s benefits. He/she is an integral part of the
brand persona and helps to build an emotionale, which goes beyond just appearing on TV
commercials.
He takes up the cause of a Brand Champion and is associated with every aspect related
with the brand. What is more, there is a significant difference between making just an
endorsement for saya shampoo or an automobile, and being that brand’s alter ego. Both
parties take the latter far more seriously to the deal. So a
brand ambassador would be involved in press releases, he/she would be actively
participating in any sales promotion, sporting the Brand all the while. For example,
Fardeen Khan is the brand ambassador for Provogue while he remains a brand face for
Lux Body Wash.
On the other hand, a Brand Face would be the current celebrity who is just used as a tool
to increase brand recall and is only appearing in the advertisement. It is usually seen that
a brand face is a temporary contract and is very short term at times. An example would be
Sona Chandi Chawanpryash using Sourav Ganguly for a while in its commercials. Brand
faces are easily forgotten and fades away with the campaign’s end
2.26 Types of Celebrity Endorsements

Celebrity branding has many aspects. A slight change in the type of branding used can
result in either a great success or a dismal failure. Celebrity branding falls into five
general categories:
• Testimonial: The celebrity acts as a spokesperson for the brand.
• Imported: The celebrity performs a role known to the audience.
• Invented: The celebrity plays a new, original role.
• Observer: The celebrity assumes the role of an observer commenting on the

brand.
• Harnessed: The celebrity's image is integrated with the ad's storyline.
• Spokepersons:
2.27 Multiple Brand and Celebrity Endorsement

Studying TV and print advertisements, one will realize that either some celebrities are
endorsing several brands or a specific brand is endorsed by different spokespersons.
These concepts are called multiple brand endorsement and multiple celebrity
endorsement respectively.
Some spokespersons are “shared” by different advertising firms, i.e. they are promoting
more than one brand (Tripp et al. 1994, p. 535). Golf champion Tiger Woods has
endorsed American Express, Rolex, and Nike. Actress Catherine Zeta Jones is used by T-
Mobile and Elizabeth Arden. James Bond character Pierce Brosnan promotes Omega,
BMW, and Noreico. Top model and actress Milla Jovovich is a spokesperson for a broad
range of brands, including L’Oréal, Banana Republic, Christian Dior, Calvin Klein, and
Donna Karan. (View Figure 4).
The question is, does this special form of celebrity endorsement does affect consumers’
brand attitudes? Following Tripp et al. (1994), the endorsement of as many as four
products negatively influences the celebrity spokesperson’s credibility (i.e. expertise and
trustworthiness) and likeability. They further add, that these effects are independent of
the celebrity, i.e. the perceptions of even well-liked stars can be influenced. Reasons may
be found in the lack of distinctiveness, with one famous person endorsing several
products instead of concentrating on and representing one specific brand. Though these
findings may be valid, it does not automatically mean that the concept of multiple
product endorsement is useless. Further research is suggested on potential positive
effects, like transfer of positive brand images, and on the shape of consumers’ response
when more than four products are endorsed.
More satisfying results have been achieved on the concept of multiple celebrity
endorsement. Hsu and McDonald (2002, p.21), studying the effectiveness of the ‘milk
mustache campaign’ on consumer perceptions, found that endorsing a product with
multiple celebrities “can be beneficial for appealing to various audiences to which the
product is aimed.” The watch manufacturer Omega, for example, promotes its brand by
matching selected celebrities with the company’s product lines.

With celebrity spokespersons representing a diverse mix of type, gender, and age, they
can effectively be used to endorse specific brand lines of a company as shown by the
cosmetic manufacturer L’Oréal, which matches its diverse product lines in accordance
with the celebrity’s meanings.
(Source: http://www.omega.ch/omega/wo_star_ambass_entry)

2.28 Advantages of a celebrity endorsing a Brand

Brands have been leveraging celebrity appeal for a long time. Across categories, whether
in products or services, more and more brands are banking on the mass appeal of
celebrities. As soon as a new face ascends the popularity charts, advertisers queue up to
have it splashed all over. Witness the spectacular rise of Sania Mirza and Irfan Pathan in
endorsements in a matter of a few months. The accruement of celebrity endorsements can
be justified by the following advantages that are bestowed on the overall brand:
• Establishment of Credibility: Approval of a brand by a star fosters a sense of

trust for that brand among the target audience- this is especially true in case of
new products. We had the Shah Rukh-Santro campaign. At launch, Shah Rukh
Khan endorsed Santro and this ensured that brand awareness was created in a
market, which did not even know the brand.
• Ensured Attention: Celebrities ensure attention of the target group by breaking
the clutter of advertisements and making the ad and the brand more noticeable.
• PR coverage : is another reason for using celebrities. Managers perceive

celebrities as topical, which create high PR coverage. A good example of
integrated celebrity campaigns is one of the World’s leading pop groups, the
Spice Girls, who have not only appeared in advertisements for Pepsi, but also in
product launching and PR events. Indeed, celebrity-company marriages are
covered by most media from television to newspapers (e.g. The Spice Girls and
Pepsi)

• Higher degree of recall: People tend to commensurate the personalities of the

celebrity with the brand thereby increasing the recall value. Golf champion Tiger
Woods has endorsed American Express, Rolex, and Nike. Actress Catherine Zeta-
Jones is used by T-Mobile and Elizabeth Arden. 007 Pierce Brosnan promotes
Omega, BMW, and Noreico.
• Associative Benefit: A celebrity’s preference for a brand gives out a persuasive

message - because the celebrity is benefiting from the brand, the consumer will
also benefit.
• Mitigating a tarnished image: Cadbury India wanted to restore the consumer's

confidence in its chocolate brands following the high-pitch worms controversy; so
the company appointed Amitabh Bachchan for the job. Last year, when the even
more controversial pesticide issue shook up Coca-Cola and PepsiCo and resulted
in muchnegative press, both soft drink majors put out high-profile damage control
ad films featuring their best and most expensive celebrities. While Aamir Khan
led the Coke fightback as an ingenious and fastidious Bengali who finally gets
convinced of the product's `purity,' PepsiCo brought Shah Rukh Khan and Sachin
Tendulkar together once again in a television commercial which drew references
to the `safety' of the product indirectly.
• Psychographic Connect: Celebrities are loved and adored by their fans and
advertisers use stars to capitalise on these feelings to sway the fans towards their
brand.
• Demographic Connect: Different stars appeal differently to various demographic

segments (age, gender, class, geography etc.).
• Mass Appeal: Some stars have a universal appeal and therefore prove to be a
good bet to generate interest among the masses.

• Rejuvenating a stagnant brand: With the objective of infusing fresh life into
thestagnant chyawanprash category and staving off competition from various
brands,Dabur India roped in Bachchan for an estimated Rs 8 crore.
• Celebrity endorsement can sometimes compensate for lack of innovative

ideas.
2.29 Disadvantages of a celebrity endorsing a brand
The celebrity approach has a few serious risks:

• The reputation of the celebrity may derogate after he/she has endorsed the
product: Pepsi Cola's suffered with three tarnished celebrities - Mike Tyson,
Madonna, andMichael Jackson. Since the behaviour of the celebrities reflects on
the brand, celebrity endorsers may at times become liabilities to the brands they
endorse.
• The vampire effect: This terminology pertains to the issue of a celebrity

overshadowing the brand. If there is no congruency between the celebrity and the
brand, then the audience will remember the celebrity and not the brand. Examples
are the campaigns of Dawn French—Cable Association and Leonard Rossiter—
Cinzano. Both of these campaigns were aborted due to celebrities getting in the
way of effective communication. Another example could be the Castrol
commercial featuring Rahul Dravid.
• Inconsistency in the professional popularity of the celebrity: The celebrity

may lose his or her popularity due to some lapse in professional performances.
For example, when Tendulkar went through a prolonged lean patch recently, the
inevitable question that cropped up in corporate circles - is he actually worth it?
The 2003 Cricket World Cup also threw up the Shane Warne incident, which
caught Pepsi off guard. With the Australian cricketer testing positive for
consuming banned substances and his subsequent withdrawal from the event,

bang in the middle of the event, PepsiCo – the presenting sponsor of the World
Cup 2003 - found itself on an uneasy wicket
• Multi brand endorsements by the same celebrity would lead to overexposure:

The novelty of a celebrity endorsement gets diluted if he does too many
advertisements. This may be termed as commoditisation of celebrities, who are
willing to endorse anything for big bucks. Example, MRF was among the early
sponsors of Tendulkar with its logo emblazoned on his bat. But now Tendulkar
endorses a myriad brands and the novelty of the Tendulkar-MRF campaign has
scaled down.
• Celebrities endorsing one brand and using another (competitor): Sainsbury’s
encountered a problem with Catherina Zeta Jones, whom the company used for its
recipe advertisements, when she was caught shopping in Tesco. A similar case
happened with Britney Spears who endorsed one cola brand and was repeatedly
caught drinking another brand of cola on tape.
• Mismatch between the celebrity and the image of the brand: Celebrities
manifest a Certain persona for the audience. It is of paramount importance that
there is an egalitarian congruency between the persona of the celebrity and the
image of the brand. Each celebrity portrays a broad range of meanings, involving
a specific personality and lifestyle. Madonna, for example, is perceived as a
tough, intense and modern women associated with the lower middle class. The
personality of Pierce Brosnan is best characterized as the perfect gentlemen,
whereas Jennifer Aniston has the image of the ‘good girl from next door’.

2.30 Facts over the Years
• Approximately 60-70% of all television commercials feature famous people.

• Aishwarya Rai had once endorsed 'Fuji-Film' camera rolls. The company made an
agreement with her to endorse their camera rolls. But, Aishwarya's magic did not
work there and they had to terminate the contract.
• Amitabh Bachchan (AB) was seen endorsing Maruti's Versa Car. The AB factor
worked wonders as far as generating curiosity was concerned but the actual
product couldn't meet the expectations of people, and hence, the endorsement
strategy didn't work. He has been used very effectively by Parker Pens, ICICI
Bank and Cadbury's to name a few.
• Bata’s sales doubled soon after they adopted Rani Mukherjee as their brand
ambassador.
• Magic Johnson lost his endorsement deals when he announced in 1991 that he's
HIV-positive. It wasn't until July 2003 that he landed his first endorsement deal
since the announcement.
• Ticket sales at Wimbledon are known to have shot up significantly for all matches
featuring the latest 'sex-symbol' on the circuit - Anna Kournikova. An average
player who is yet to win even a single tennis tournament, Anna is known to have
earned far more from endorsements than her tennis career could ever have given
her.

2.31 Celebrity Endorsements as a Strategy

How Tiger Woods’s endorsement of Accenture is beneficial to the company in
sending the message of high performance. This is just an example of having
celebrity endorsement. Marketers of consumer products have long used celebrities
to endorse their product - and this has become a common strategy. I therefore have
chosen to write about the theory and the intentions behind the strategy of using
celebrity endorsements.

2.32 Objectives of Marketing Communications
Defining the objectives of the advertisements is the first step. In general, there are
four major objectives for any advertisement. Note that not all advertisements need
to have all the objectives.
1. Establish the product need
stablishing a need for a product or a product category is the necessary first step. This
is more important in new-to-world category of products In Indian context, consider
the advertisement for Polio Immunization drive - the TV advertisement featured
Amitab Bachan telling that immunization is a must for every child - while people
suffering from polio are shown in the background along with healthy kids. This
advertisement used a celebrity to create the need for polio immunization. Another
good example is Toyota’s advertisement of Innova in India. The TV advertisement
prominently shows Amir Khan playing different roles while traveling in an Innova.
The different roles - establish the need for such a big car in India. ( Note that Indian
car market is dominated by small cars - which can seat only four adults, Toyota
wanted to establish the need for a 8 seater car in India)
2. Create Brand Awareness
Once the need for a product is established, customers must be able to associate the
brand with the product category. For example iPod is strongly associated with
portable MP3 players, Nike with sports shoes etc.. A classic example of this is Nike’s

use of Michael Jordan advertising for Nike. This advertisement instantly created a
strong association of Nike with basketball shoes.
3.Set customer expectations
Brand value comes from the customers experience with the product. If the product
meets or beats his expectations, then a positive brand image is created, else a negative
brand image is created. Therefore it is essential to set the customer expectations
accordingly. This is most common in established consumer products - Beauty
products, household cleaning products, food products etc.
4.Create a purchase intention
These are marketing promotion advertisements - Buy one, get one free, or get additional
discounts if you buy within a particular date etc.. The sole purpose of such
communication messages is to encourage customers to buy immediately or within a short
period after seeing Use of celebrity endorsements to create a purchase intention has been
very limited. This is mainly because such advertisements adversely affect the personality
brand value of the celebrity. Being associated with a discount deal is not favorable image
for the celebrity and the customer.

2.33 Brand Image & Celebrity
Research has shown that there are three aspects that influence a customer's attitude and,
hence, the long term impact on the brand - Attractiveness, Trustworthiness and Expertise.
The matrix below shows us the images and the celebrities: -
Aspect of Brand Image Celebrity Product

Elegance Aishwarya Rai Nakshatra Diamonds
Beauty Madhuri Dixit Emami
Attractiveness Classy Saif and Soha Ali Khan Asian Paints-Royale
Saif Ali Khan Provogue
Stylish
Amitabh Bachhan Reid & Taylor
Honest Tarun Tejpal Tehelka
Trustworthiness
Reliable MS Dhoni TVS Star City
Knowledge Sachin & Sehwag Reebok
Expertise
Qualified Naina Balsavar Shampoo
Hence, we see depending on the product and aspect of brand, the choice of the celebrity
is important so that the celebrity can reflect that and not go against the brand.

We talk about Brand Equity, Brand Identity and Position. It is worthwhile to see the
effect of a celebrity on these critical elements. Brand equity essentially made up of
loyalty, awareness, perceived quality, associations, and other proprietary brand assets.
The celebrity should be chosen in such a way as to reinforce and strengthen the brand in
all these elements but the question is, can he? Take an example of another star Fardeen
Khan, who endorses Provogue. Snazzy fashionable apparel from an Indian manufacturer
with the backing of a star son was a great idea for the brand image. It was able to attract
new customers who were fashion conscious but unable to afford high price international
brands.

Awareness of the brand was phenomenal as fashion shows, print and media advertising
was booming and Fardeen and Provgue had become a national phenomenon. Quality was
given utmost importance and, hence, from the manufacturer side, the commitment to the
customer was complete. Competition was present but sales figures showed Provogue
reaping handsomely. Then the image of the so-called Bad Boy Fardeen emerged with the
drug and brawls in night clubs. This did lead to a certain discontent amongst fans of the
star and the brand. But remarkably not much effect on sales. It seemed that the consumers
had forgotten Fardeen's issues and remained loyal to the brand. Today Fardeen is still the
mainframe picture of every advertisement and the brand has not lost any of its shine.

2.34 Measuring a Celebrity Endorsement
It becomes very important to measure the effectiveness of a celebrity (or determine the
worth of one). Few of the methods of measurement that are in practice are: -
 The Q-SCORE Method
 The FRED Principle
The Q-SCORE Method
There is a way to measure the credibility, believability, popularity, and like-ability of a

celebrity. It's called a Q-Score, and you can purchase the Q-Scores of the candidates
you're considering.
Consider both sides of the deal - for a client who wanted to use a celebrity endorser, and
for a celebrity who was looking for an endorsement opportunity. Once you've defined the
kind of endorser you need (e.g., athlete, actor, male/female, young/old, etc.), its well
worth going through the Q-Score exercise.
Evaluating the contribution of the endorser after you've already made the decision is not
nearly as straightforward. One time, many years ago, a company actually shot a
commercial with a well-known (high Q-Score) endorser for national use, and it shot the
same commercial with a good actor, not so well-known. The company ran a limited
market test for 6 months with the unknown actor (cutting in the commercials locally, over

national network schedule) so could quantify the sales impact of the celebrity. By the
way, the celebrity was worth every penny of his outrageous fee. It ended up using him for
years, and he helped the brand reach market leadership almost entirely on the strength of
the commercials in which he appeared.
The FRED Principle
This concept is seen as the foundation of a successful endorser selection.
F is for Familiarity. The target market must be aware of the person, and perceive him or
her as empathetic, credible, sincere and trustworthy.
R is for Relevance. There should be a meaningful link between the advertised brand and
the celebrity endorser, and more important, between the celebrity endorser and the
defined target market. The audience must be able to identify with the person. If
consumers can immediately associate with an endorser, they will feel more predisposed
to accepting, buying and preferring the brand to competition.
E is for Esteem. Consumers must have the utmost respect and confidence for the
celebrity. Amitabh Bachhan & Tendulkar have these. So do Shahrukh Khan, Preity Zinta,
Kapil Dev among others. The public respect them because of their distinguished careers
and unassailable salesmanship.
D is for Differentiation. The target consumers must see the endorser as a cut above the
rest. If there is no perceived disparity among celebrities, then the strategy will not work.
Michael Jordan is an example of an international celebrity that rises above the clutter.
This proves to be a huge contributory factor to his effectiveness as an endorser.
The Fred concept is not a guarantee to success, but it can serve as a guideline when
selecting a spokesperson. Each organization and its objectives are different, and should
be evaluated on an individual basis.

The following is given a compatibility index and trait fit index of various
celebrities and the product they endorsed.
Unaided Compatibility Trait Fit

Brand Celebrity
Association Index Index
Thums-up Akshay kumar 93 93 100
Coke Hrithik Roshan 83 100 50
Adidas Sachin 73 85 25
Whirlpool Kajol 54 68 25
Source: Cognito FCB ULKA 2007
2.35 Framework to Make Effective Celebrity

Endorsement Program
With the cut-throat competition and continuously changing market dynamics, one has to
assess the market conditions and re-evaluate its current marketing strategies such as its
portfolio of celebrity endorsement. The action plan should be able to answer the
following key questions: -
 Are the celebrity endorsements programs result driven?
 How to quantify the value generated by the celebrity endorsements?
 Are customers able to connect the brand with the celebrity?
Figure 2: Evolution of Celebrity Endorsements

One can gauge the performance of celebrity endorsement marketing program across the
various stages of development (Refer to Figure 2). We have attempted to prepare a
framework to build a more effective celebrity endorsement program: -
1. ALIGN CELEBRITY ENDORSEMENT WITH BUSINESS OBJECTIVES.
The attributes of the celebrity should be intrinsically valuable and aligned with the
product, brand and company. Figure 3 suggests strategies to be adopted by a company
depending on its brand positioning and the brand fit with the celebrity.
Figure 3: Brand-Celebrity Attribute Fit Matrix
• If the brand-celebrity attribute fit is slow, then the company should adopt "Eliminate
or avoid" strategy. The consumers are unlikely to connect between the brand and the
celebrity, and the recall value is likely to be very low; defeating the entire purpose of
signing the celebrity.
 This is what happened when Goodlass Nerolac Paints roped in Amitabh Bachchan as
their brand ambassador.

 When the positioning of the brand is high but the fit with the celebrity is low, the
company should adopt a "Monitor and evaluate" strategy. The company should
continuously track the effectiveness of the celebrity endorsement through surveys,
monitoring the sales, etc. Though Parker pens had a positioning of premier pens, the early
advertisements (Refer Annexure 1) with Amitabh Bachchan showed low brand-celebrity
fit.
 When the positioning has not been effective, but the fit with the celebrity is high, the
company should adopt the strategy of "Keep and enhance". The company has to spot the
opportunities to leverage the celebrity investment and to find more better and effective
ways to communicate with the target audience. The celebrity attributes align with the
company's brand, strategic business objectives and primary customer segment. The
Narain Karthikeyan - J K Tyres relationship works well in this category.
 In the ideal quadrant when the positioning effectiveness is high and celebrity fit with
the brand is also high, the company should follow the strategy of "Grow and partner". In
case of Coke, the brand has firmly established the "Thanda" position in the minds of the
consumer, with Aamir Khan playing the perfect role.
By situating potential celebrity on the matrix, companies can manage the celebrities as
portfolios - re-distributing the resources and marketing efforts to those celebrities with
the greatest potential to increase value, while eliminating those that prove too costly.
2. MEASURE AND QUANTIFY PERFORMANCE
• A part of the marketing budget should be allocated to primary and secondary

research to determine the overall return on investment - measuring the real
performance of a celebrity endorsement against the company's business objectives.
• The company should have proper metrics in place such as increase in sales, brand
awareness and customer preference, to measure the effectiveness and the impact of
celebrity endorsement in the short and long term.

• The endorsement costs are primarily driven by the endorsement fees and promotion
outlays.
The benefits that accrue from such a relationship can be categorized into two
components: -
 Value of Hard Assets:
The benefits derived from the hard assets are those that have a clear market value such as
increased sales and increase in brand equity. These are the tangible benefits that a
company derives from its endorsement strategy.
 Value of Association:
Association value is derived from the target customers who associate the company /
brand with the celebrity. These are the intangible benefits that the company will accrue in
the long-term.
There are ways to quantify the potential value of hard assets and association value against
their impact on company's celebrity endorsement by looking at the following catergories:
-
 Incremental Sales
Companies can quantify the effect of the celebrity programs on sales by performing year-
to-year or quarter-to-quarter sales comparisons for targeted consumers, geographic
regions, or specific product lines. Primary research can also be done to reveal the impact
of the celebrity on target customer's propensity to purchase.
 Brand Recognition
One of the objectives of celebrity endorsement is to increase brand awareness. However,

the companies use popular, though incorrect, survey approach by asking the respondent
which celebrity endorsed their brand. Instead, they should ask the respondent the brands

associated with the celebrity. By gauging the top-of-mind recall can enable the company
to find out if a connection is made between the brand and celebrity.
Figure 4: Endorsement Cost-Value Relationship
 Customer Loyalty:
Customer churn can be measured in fixed intervals before and after the celebrity
campaign period to determine the impact of celebrity on customer retention.
Additionally, primary research can be conducted to evaluate changes in the customer
loyalty, customer preferences, etc.
3. SELECTION AND RENEWAL OF CONTRACT WITH CELEBRITIES
The ability to align goals and measure the value of brand-celebrity fit is the first step in
obtaining optimal value from a celebrity endorsement. Value is also derived by revisiting
the celebrity portfolio to determine ways to reduce costs and increase benefits.
Additionally, a company can increase its benefits by re-examining (and altering, if
needed) its promotion strategy to create deeper brand association, identify new celebrities
that are capable of achieving company goals and negotiate for additional rights from the

existing contracts. A large extent of this can be successful if the company can develop
and execute coordinated, preplanned negotiation strategy which will enable it to improve
the contractual fees and media commitments stipulated in the contract, as well as the
amount and benefits conferred on the company. A few guidelines for formulating a well-
defined negotiation strategy would include:
 Understand the Competition of Celebrity
Except for few venerable celebrities, most of the celebrities quote their price in
expectation of negotiation. The company should benchmark the contractual fees and
benefits against that of comparable celebrities to ensure the package is equivalent.
 Understand 'Celebrity' Clutter
There could be a degree of clutter with the celebrity endorsing many more brands and
companies. This clutter can impede the ability of the company to capture the image and
awareness required to generate value from the endorsement. The company needs to
understand the risk associated with the signing of such celebrity and need to devise
strategic opportunities to stay clear of the clutter.
 Include Value-in-Kind Payments

Companies can reduce their risk and endorsement costs by substituting out-of-pocket
cash payments with value-in-kind, which can be traded at market price.
• Protection Against Ambush Marketing
Ambush marketing (or adjacent marketing) is the reality of the day and the marketing
managers need to be creative to stay one step ahead of the competition. For instance,
Amitabh Bachchan was shown drinking Thumbs-Up in the hindi movie Kaante, when he is
actually brand ambassador for Pepsi.
2.36 Impact of Celebrity Endorsement

The increasing number of endorsements throws a valid question to the consumers. Is

there a science behind the choice of these endorsers or is it just by the popularity
measurement? What are the reasons which lead to impact of celebrity endorsement on
brands?
Through research and analysis, this paper develops a 14 point model, which can be used
as a blueprint criterion which can be used by brand managers for selecting celebrities,
and capitalizes the celebrity resource through 360 degree brand communication, since our
research proposes it as the foundation brick of the impact of celebrity endorsement. Our
study reveals that the impact of celebrity endorsement is proportional to the 14 factors
discussed in the model.
The success of a brand through celebrity endorsement is a cumulative of the following 14

attributes. Greater the score of the below parameters, greater are the chances of getting
close to the desired impact.
Fit with the Advertising Idea

One of the most successful celebrity endorsement campaigns which reflect the fit
between the brand and the 360 degree advertising fit is Fardeen Khan and Provogue.
Provogue’s positioning in the apparel market is of a young, active, party-going, attention-
grabbing brand and so is Fardeen Khan. The conjunction between the two has been
immensely impactful and brand 14 managers have utilised this endorsement through 360
degree reinforcement.

Celebrity-Target Audience Match

Smriti Irani endorsing the WHO recommended ORS Campaign in India. Indian mothers
can associate with Smriti Irani through the facets she projects on screen or in regular life
which helps develop a connect with the target audience since mothers medicate their
children with ORS.
Celebrity Values
Tabu endorsing Tetra Packed Milk, Shabana Azmi campaigning for AIDS Awareness,
Amitabh Bachchan & Shahrukh Khan campaigning for Pulse Polio or Aishwarya Rai
appearing in the Donate Eyes campaign are few examples, which reflect the transfer of
celebrity values to the brand, creating an impact that generates recall.
Costs of Acquiring the Celebrity

Recently, a newspaper report showed how cola firms had gone beyond their advertising
budgets to get the best celebrities. Small firms that use celebrities’ services run greater
risks if they invest large amounts. Although nobody is willing to say exactly how much
celebrities get paid, industry sources say Sachin Tendulkar’s price is believed to be
between Rs. 2.0-2.5 crores per endorsement, and musician A. R. Rehman, who had
signed up with AirTel, is believed to have picked up Rs. 1.75 crores. Film-star Hrithik
Roshan was rumored to have picked up Rs. 2 crores for the Fly With Hrithik campaign to
push Close-Up, and Shahrukh Khan’s rate seems to be between Rs. 2.5-3.0 crores.
Aishwarya Rai apparently picks up Rs. 1.25 crores for an endorsement and the Indian
cricket captain Saurav Ganguly is believed to get between Rs. 90 lakh to Rs. 1.5 crores,
while film-star Aamir Khan apparently makes Rs. 1.5 crores per endorsement.
Celebrity Regional Appeal Factors

R. Madhavan endorsing Pepsi in southern India or Sachin Tendulkar endorsing in India
are few examples of how celebrities are chosen to reach out to target audiences for brands
in regional markets.
Celebrity-Product Match
Cyrus Broacha is the brand ambassador for MTV since both the celebrity and the brand
are considered as friendly, young, moodboosting, humorous and outspoken. MTV’s
brand personality overlaps Cyrus Broacha’s image as a brand.
Some more examples of compatible celebrity product match in which celebrity brand
attributes get transferred to the brand and increases the brand equity is of Govinda &
Navratan Tel, Aishwarya Rai & Nakshatra, etc.
Celebrity Controversy Risk

The perfect example here is of Salman Khan and the controversy in which he
crushed a man to death with his Pajero when he was driving under the influence of
alcohol. Also, any act on the part of the endorser that gives him a negative image

among the audience and goes on to affect the brands endorsed. The brand, in most
instances, takes a bashing.
Celebrity Popularity
Celebrity Brand association like Garnier endorsed Tara Sharma & Simone Singh, Agni
Diamonds & Riama Sen don’t get much brand recall, and even if they do, its difficult to
attribute it to the celebrities’ endorsing the brand.On the other hand, HPCL has had
increased popularity and share of voice due to the endorsement of the brand through
Sania Mirza.
Celebrity Availability
In case of various brands, there are situations in which they prefer to go without a brand
face, since there is no brand-fit between the celebrities available and the brand. Also, due
to multiple endorsements by certain celebrities, brands refuse to adopt celebrity
endorsement since they fear dilution of the brand image.
Celebrity Physical Attractiveness

John Abraham endorsing Wrangler and Timex Sunglasses are some examples which
portray the celebrities’ physical attractiveness that helps create an impact.
Celebrity Credibility
The most important aspect and reason for celebrity endorsement is credibility. In a
research carried out among 43 ad agencies and companies, most experts believed that the
most important dimensions of credibility are trustworthiness and prowess or expertise
with regard to the recommended product or service. One of the most obvious reasons of
Amitabh Bachchan endorsing plethora of brands is the credibility of the celebrity and his
recognition across consumers. To site one of the most successful campaigns in which the
celebrity’s credibility has had an indelible impact on the brand and has saved the brand is
of Cadbury’s. After the worm controversy, Amitabh Bachchan’s credibility infused into

the brand through the campaign, helping it to get back on track. The campaign has won
an award for the same.
Multiple Endorsements
Not many people can remember all the brands that a celebrity endorses and the chances
of losing brand recall increases if the celebrity endorses multiple brands. For example, in
case of Sachin Tendulkar people recall Pepsi, TVS Victor and MRF, but might not
remember brands like Britannia and Fiat. Similarly, for Amitabh Bachchan, consumers
remember ICICI, Pepsi, Parker Pens, Pulse Polio and BPL. They might get confused in
the endorsement of Nerolac or Asian Paints. Thus, for multiple endorsements where the
same celebrity endorses several brands, it boils down to the strength of the brand and the
advertising content.
Whether Celebrity is a Brand User

Various celebrities endorse NGOs and social causes since they believe in the social
message that they need to convey to the audience. One of the most successful campaigns
has been executed by PETA in which celebrities like Shilpa Shetty, Amisha Patel, Yana
Gupta, Sheetal Malhar, Mahima Choudhary claimed to believe in PETA’s philosophy,
and thereby endorse the brand.

IMPACT REGIONS OF CELEBRITY

ENDORSEMENT:
The illustrations below explain the same: -
Source: Adopted from TOM et al, 1992.

2.37 Why Celebrity Endorsement Fails?
There maybe cases where brands are not able to take-off even after the backing of
celebrities. And this leads to speculations in the Ad World on the soundness of celebrity
endorsement as an effective communication strategy.
• The Reasons
According to leading management thinker, Dr. Seamus Phan, "Many celebrity

endorsements fail because they identify a celebrity they like in an emotive and un-
researched manner and then try to create advertising to force-fit the celebrity into the
creative concept." Therefore, the advertisers must associate the celebrity to the
advertisement and not vice versa. Thinking on the similar lines, the advertisers shouldn't
identify the brand to associate with the celebrity but do vice versa. The success of
celebrity endorsement also depends upon the capacity, knowledge, experience, and
qualification to talk about the product. Failure may be attributed to improper positioning
(Example: Amitabh Bachchan, Abhishek Bachchan & Maruti Versa), negative perception
after use of product / service (inferior products), misapprehension of the meaning of the
endorsement, etc.
"The philosophy behind much advertising is based on the old observation that every man
is really two men - the man he is and the man he wants to be."
- William Feather
Another reason for the celebrity endorsement to turn against the brand is due to
"Overshadowing". This happens when the celebrity is larger than the brand being
endorsed. And unfortunately, though the celebrity generates higher levels of attention
among viewers, the impression is not always strongly linked to the advertised brand.
Finally, brand may also fail to get noticed given a recent negative publicity of the
celebrity endorser. Example: Michael Jordan lost his endorsement deals when he

announced in 1991 that he's HIV-positive. It wasn't until July 2003 that he landed his first
endorsement deal since the announcement.
The Solutions
As discussed, celebrity management is very crucial to avoid the brand-celebrity

disconnect, and subsequently, brand failures. Proper market research should be carried
out and right positioning strategies should be in place. If the consumers have questions in
their minds regarding the quality or performance of the product then even God cannot
save the brand. There shouldn't be any ambiguity or confusions when showing the
celebrity in the advertisement. The obvious solution to the problem of overshadowing is
to make sure that both the advertisement and the celebrity are focused on the brand or
product. To avoid any bad publicity arising out of celebrity defames, companies may
resort to multiple celebrity endorsement. For Example: Pepsi while capitalizing on the
popularity of cricket and films in India used several cricketers and film stars in their ads.
So when Azharuddin and Jadeja got embroiled in the match-fixing controversy, Pepsi
severed its association only with these stars, but its relationship with cricket continued.
The Symbiotic Model
Based on our understanding of the celebrity endorsement process, we can propose our
own model taking cue from the biological kingdom. There are various symbiotic
relationships that can exist between two organisms. Similarly, we can visualize two
entities "brand" and "celebrity". To achieve a perfect success, there should be absolute
symbiosis between the two entities. There may be one of the six effects to the celebrity
endorsement process: -

Figure 2: The Symbiotic Model
 Mutualism (M): Both help each other (Example: Tata and Narayan Karitiken)
 Commensalism (C1): Only one among them is benefited (Example: A failed

endorsement)
 Parasitism (P): One is benefited; other is harmed (Example: Azharuddin and Pepsi.
Also, Home Trade & Shah Rukh Khan, Sachin Tendulkar, Hritik Roshan)
 Neutralism (N): None of them benefited or harmed (Example: Amitabh Bachchan,

Abhishek Bachchan and Maruti Versa)
 Amensalism (A): Only one of them is harmed; other unaffected
 Competition (C2): Both are harmed
Celebrity endorsement is a complex process of balancing your risk with your gains.
"The pure and simple truth is rarely pure and never simple."
- Oscar Wilde

2.38 Endorsement: Risk vs. Returns
The basic assumption underlying celebrity endorsement is that the value associated with
the celebrity is transferred to the brand and therefore help create an image that can be
easily referred by consumers.
Consequently by association the brand can very quickly establish the creditability get
immediate recognition and improve sales. However, there are many risks associated with
such endorsers. The brand could slide down just as quickly as it moved up the consumers
mind. There are many cases of brands failing in the market place despite famous
celebrities endorsing them.
Risks
a) Celebrity overshadows the brand: In certain cases where the celebrity values category
benefit and brand values are not closely linked. There are chances that the celebrity is
remembered more than a brand. Cyber media research study reveals that 80% of the
respondents approached for research remembered the celebrity but could not recall the
brand being endorsed.
b) Necessary Evil: Marketing have felt that once the brand rides the back of celebrity it
becomes difficult to promote it without the star as it becomes difficult to separate the role
of message and the role of the celebrity in selling the brand. The celebrity activity
becomes an
Addiction and the task to find substitute becomes more and more difficult.
c) Celebrity creditability a question mark for the competent customer: Today’s marketing
endorsement has to deal with a competitive and knowledgeable customer who has begun
to voice his opinion about their perception about endorsing a brand. Celebrity is said to
befool

The public as he is paid to sell and communicate good things about the brand. Hence the
question of creditability of the celebrity being chosen to protect the brand is becoming
pertinent.
d) Conflicting Image: A mix match between the image of the credibility and the product
can damage both. Unless there is a synergy between celebrities owns image and that of
product category the strategy of endorsement is rendered futile.
e) Multiple Endorsements: The poly endorsement has lead to a celebrity clutter.

Celebrities endorsing multiple products and multi brands in a category have left the
customer confused and have lead to dilution in the celebrities’ value.
f) Influence of Celebrity scandals and moral violation on brands: a number of entertainers

and athletes have been involved in activities that could embarrass the companies whose
products the endorsed. When the endorser’s image is finished. It actually leads to a
greater fall in image for the brand. For instance Azharuddin was charge with betting and
match fixing, which created negative feeling and repulsive thoughts among people for the
products he was endorsing.

Returns
a) Build Awareness: A new brand can benefit greatly if a celebrity endorses it. It can
attract the customers attention and inquisitiveness to see what product is being endorsed.
Research has shown consumers have a higher level of message recall for products that are
endorsed by celebrities.
b) Connects Emotionally: some celebrities like Shahrukh Khan, Amitabh Bachan

command great adoration among people. Such celebrities can positively influence their
fans etc. a great extents and hence tend to even connect with the brand emotionally
because of their star enduring it.
c) Quick Connect: The communication process tends to hasten up due to the more
presence of a celebrity. This is because the star carrying the message tends to click with
the customer more. Because of likeability, recall attractiveness and creditability thereby
helping the company to clearly and quickly pass on the message to the target
Customers.
d) Means of Brand different ion: using a celebrity is a source of brand differentiation. In a

category where a brand is suing a celebrity the first that picks one up could use it
differently itself in the market the same was done by Boost in the malted beverage
category.
e) Source of Imitation and hence inducing increased product usage: celebrities actually
tend to become models or idols for the target audience who tend to start using the product
just because the celebrity name. attached with it. For instance, Lux has been used by
many as it is a beauty soap recommended by the beauty queen, Aishwarya Rai.
f) Better Brand Image: the use of celebrities could also bring in positive image among the
masses for brand. The credibility and authenticity attached with Amitabh Bachan has
inculcated trust for ICICI, Nerolac Paints and many others.

2.39 Celebrity Endorsement : The Issues Involved
There are several factors to consider before resorting to celebrity endorsement. There is
no single formula to win in the world of marketing. A company must analyze the
prospect of endorsement from 360 degrees, prior to product promotion.
• Price vs. Profit
The most important issue is that of return on investment (ROI). Companies need to
perform a cost-benefit analysis prior to endorsement. The process of gauging the
effectiveness of endorsement on the overall brand is but difficult. The companies expect
to bring, in the long run, future sales, revenues and profit from the present investments on
celebrity endorsement. Celebrity endorsement is an expensive means of brand promotion
and the price burden almost always shifts on to the consumers; if not, then it narrows the
companies' profit.
• Multiple Brand Endorsement vs. Multiple Celebrity Endorsement
In the advertising landscape, we find either a celebrity endorsing multiple brands or

multiple celebrities being used to endorse a single brand. Sachin Tendulkar, for example,
in 2002 endorsed 12 brands (including Pepsi, Boost, Colgate Total, Gillette, Britannia
Tiger, Fiat Palio, TVS Victor, Fiat Sienna, MRF, Adidas, Visa Cards and Home Trade).
Tripp et al, says that the endorsement of as many as four products negatively influences
the celebrity spokesperson's credibility and likeability.

Figure 3: Multiple Brand Endorsement (Shah Rukh Khan)
Also, the use of multiple celebrities to endorse a brand may hinder the meaning transfer
process, and thus, lead to confusion among the consumers.
Figure 4: Multiple Celebrity Endorsement (Adidas & Hyundai Santro)
Similarity between the target audience and the celebrity is the third important attribute.
A person well-known in a society can have greater impact than a celebrity of a different
world. If the endorser and receiver have similar needs, goals, interests and lifestyles, the
position advocated by the brand communication is better understood and received.
Similarity is also used to create a situation where the consumer feels empathy for the
person shown in the commercial. The bond of similarity between the endorser and the
receiver increases the level of persuasiveness.
The companies have to first clarify their business objectives, brand values and then
decide who the celebrities are who can carry them forward. Otherwise, their can be
unnecessary investments without proper return. So the celebrity endorsement cost has to
be weighed up against the return on marketing investment.
Besides, while designing an ad campaign, one should also keep in mind that the overuse
of some extremely popular celebrities often tends to confuse consumers and reduce the
utility of celebrity endorsement. Another argument against celebrity endorsement
involves the behavior of the celebrity. The values that display themselves in regrettable
behavior could transfer themselves to the brand. The marketing function of a company

should also understand that brands should assume a much greater space than the
celebrities, because their association may be temporary but the brands are permanent.
The various risks associated with celebrity endorsements are as follows:
 Negative publicity - If the celebrity is strongly associated with the brand then the
occurrence of the negative publicity can spill over the brand. This can harm the
trustworthiness and credibility in the mind of the consumers. E.g., Salman Khan lost his
endorsement deal with Thumbs-Up after his infamous incidents like buck-killing and
rash-driving.
 Overshadowing - When celebrity endorser is used, the risk of consumers focusing on

the celebrity and not on the brand exists.
 Overexposure - This risk arises when the celebrity chooses to endorse several
different products simultaneously which might leave the consumers confused. E.g.,
Sachin Tendulkar endorses several brands such as MRF, TVS Victor, Pepsi, Fiat, Boost,
etc.
 Overuse - Sometimes the company can use many different celebrities to appeal to
different market segment. But multiplicity of endorser might blur the image of the brand
and reduce the effectiveness of the means of persuasion.
 Extinction - The favorable response obtained by a particular brand may weaken over
time if the brand gets significant exposure without the association of the celebrity. If the
celebrity contract is for a considerable period of time, then it can lead to draining out
capital without proper return.
 Financial Risk - The decision for hiring an expensive endorser may not be always
feasible if there is a poor brand fit.

Therefore, for celebrity endorsements to work effectively there are some

fundamental ground rules: -
 The brand promise and the brand personality should be clearly articulated.
 The communication objectives for the campaign should be frozen.
 Focus must be on the synergy between the brand and the celebrity image
 Establish explicitly what the celebrity is going to communicate
Once these criteria are met, endorsements can work as a force multiplier. A deeper
insight in the impact of celebrity endorsement on consumers' minds can be explained by
the meaning transfer model, explained in the next section.

Chapter: 3
Primary survey analysis

of consumers

CONSUMER’S SURVEY ANALYSIS
Table 3.1-Gender wise

Gende Frequenc
r y Percent
Male 92 61.33
Female 58 38.67
Total 150 100
Graph 3.1
Gender
58, 39%
Male
Female
92, 61%
Table 3.2-Category wise

Category Frequency Percent
Student 60 40
Housewife 31 20.67
Husband 40 26.67
Working person 19 12.67
Total 150 100

Graph 3.2
Category
19, 13%
Student
60, 39%
Housewife
40, 27% Husband
Working person
31, 21%
Table 3.3-Age wise

Age Frequency Percent
Below-20 14 9.33
21-35 101 67.33
36-50 24 16
Above-51 11 7.33
Total 150 100
Graph 3.3

Age
11, 7% 14, 9%
24, 16%
Below-20
21-35
36-50
Above-51
101, 68%
Q-1. What are the main reasons due to that the use of celebrities in
advertising is
Increasing?
Graph 3.4
Main Reason
Peoples attract toward
celebrities
Image of the celebrity
41, 27% 28, 19%

Increase competition
leads use of celebrities
21, 14%
37, 25% 23, 15% celebrities' endorsement
lead huge sells of
product/services
Create good impression of
product on customers'
minds

 From above graph we can conclude that maximum 27% people agree that
celebrity create good impression on consumer’s minds. Where as 25% people are
believe celebrity endorsement leads huge sales of product or service. Than 19%
people attract towards celebrity, and 15% people respondent believe that due to
competition company use celebrity in advertising. And only 14% respondents
believe in image of celebrity.
Category
H0: Main reason due to that the use of celebrities in advertising is Increasing is
independent to Category.
dependent to Category.
Significance Level = 0.05
Degree of freedom=1
Table 3.4-Category Wise Cross Tabulation

Working
Category Student Housewife Husband person Total
Attract toward celebrities 16 4.00 5.00 3.00 28
Image of the celebrity 7 1.00 10.00 3.00 21
Competition leads use of
celebrities 7 8.00 4.00 4.00 23
Lead huge sells of
product/services 15 11 9 2 37
Good impression of product 15 7 12 7 41
Total 60 31 40 19 150
 In the category wise analysis 37 respondents are lead huge sale of

product/services, in which 15 maximum respondents are student & 2 minimum
respondents are working person.

Table 3.5-Chi-Square Test

Asymp. Sig.
Value Df (2-sided)
Pearson Chi-Square 17.9 12 0.12
N of Valid Cases 150
A 6 cells (30.0%) have expected count less than 5.
The minimum expected count is 2.66.
Findings:
 Testing hypothesis indicated that the main reason for increasing the
celebrity’s endorsement in advertisement is independent to category. We
also conclude that we accept the null hypothesis because the Asymp. Sign.
Value is 0.12 which is more than 0.05.
Age
independent to Age.
dependent to Age.
Degree of freedom=1
Table 3.6-Age Wise Cross Tabulation

Age Below-20 21-35 36-50 Above-51 Total
Attract toward celebrities 4 19 3 2 28
Image of the celebrity 1 13 5 2 21
Competition leads use of celebrities 3 14 5 1 23
lead huge sells of product/services 3 24 8 2 37
Create good impression of product 3 31 3 4 41
Total 14 101 24 11 150
 From the above table we conclude that the 37 lead huge sells of product/services,
in which 24 maximum with age group 21-35 & minimum 2 with the age group
above51.


Asymp. Sig.
Value Df (2-sided)
Findings:
 Testing hypothesis indicated that the main reason for increasing the celebrity’s
endorsement in advertisement is independent to Age. We also conclude that we
accept the null hypothesis because the Asymp. Sign. Value is 0.80 which is more
than 0.05.
Q-2 (A.) Celebrity endorsers are the most persuasive advertising method.
Graph 3.5
Persuisive Advertising
24, 16% 25, 17% Strongly Disagree

Disagree
Uncertain
28, 19%
Agree
54, 35%
19, 13% Strongly Agree

 The above graph indicate that, 35% respondent are agree that celebrity endorsers
are the most persuasive method. Only 17% respondents are disagreeing with it.
Where as 13% respondent were uncertain.
Category
H0: The most persuasive advertising method is independent to Category.
H1: The most persuasive advertising method is dependent to Category.
Degree of freedom=1

(Cross tabulation)
Persuasive advertising
Category Student Housewife Husband Working person Total
Strongly Disagree 13 6 5 1 25
Disagree 10 8 7 3 28
Uncertain 10 1 4 4 19
Agree 19 8 17 10 54
Strongly Agree 8 8 7 1 24
Total 60 31 40 19 150
 From the above table we conclude that the 54 agree with that the celebrities
endorsers are most persuasive advt. method, in which maximum 19 are student
and minimum 8 are housewife.
Asymp. Sig.
Value Df (2-sided)
The minimum expected count is 2.41. From the
Findings:
 Above analysis we conclude that celebrities endorsers are most persuasive
advt. method is independent to category because the Asymp. Sig. Value
0.25 which is more than 0.05, so we have to accept null hypothesis.
Age

H0: The most persuasive advertising method is independent to Age

H1: The most persuasive advertising method is dependent to C.
Degree of freedom=1
Table 3.10-Age wise

(Cross tabulation)
Persuasive advertising
Agree 5 37 7 5 54
Total 14 101 24 11 150
 From the above table we conclude that the 54 agree with that the celebrities
endorsers are most persuasive advt. method, in which maximum 37 with age
group of 21-35 and minimum 5 with both Below-20 & Above 51.

Asymp. Sig.
Value df (2-sided)
Findings:
 From the above analysis we conclude that celebrities endorsers are most
persuasive advt. method is independent to age because the Asymp. Sig. Value
0.50 which is more than 0.05, so we have to accept null hypothesis
Q-2 (B.) Do you think celebrity endorsements are ineffective?

Graph 3.6

Are Ineffective
29, 19% Strongly Disagree

54, 36% Disagree
Uncertain
23, 15% Agree
19, 13% 25, 17% Strongly Agree
 The graph show that, 36%people are think that, celebrity endorsement is effective
where as 19% people think celebrity endorsement is ineffective. Only 13%people
are uncertain about it.
Category
H0: celebrity endorsements are ineffective is independent to category.
H1: celebrity endorsements are ineffective is dependent to category
Degree of freedom=1

(Cross tabulation)
Are ineffective
Working
Agree 8 2 8 5 23
Total 60 31 40 19 150

 In category wise analyses of celebrity’s endorsement are ineffective 54 with

strongly disagree, in which 26 students are maximum and 2 working person are
minimum.

Asymp. Sig.
Value Df (2-sided)
The minimum expected count is 2.41
 Testing null Hypothesis that celebrity endorsement effectiveness is independent to

category then above table suggests that it is independent to the category group. So
accept the Null Hypothesis.
Age
H0: celebrity endorsements are ineffective is independent to Age.
H1: celebrity endorsements are ineffective is dependent to Age
Degree of freedom=1
Table 3.14-Age wise
(Cross tabulation)
Are ineffective
Agree 3 16 3 1 23
Total 14 101 24 11 150
 In age wise analyses of celebrity’s endorsement are ineffective 54 with strongly
disagree, in which 31 respondents are maximum and 3 respondents are above 51
age group minimum.


Asymp. Sig.
Value df (2-sided)
Findings:
 From the above analysis we conclude that celebrity endorsement ineffectiveness
is independent to age because the Asymp. Sig. Value 0.35 which is more than
0.05, so we have to accept null hypothesis
Q-2 (C.) Celebrity endorsers affect the sale of the product with which they
are associated.
Graph 3.7
Sale of Product
14, 9% 21, 14% Strongly Disaree

24, 16% Disagree
Uncertain
54, 36% Agree
 The above graph show effect of celebrity on product sales.36%respondent are

agree with it, where as 16% respondent are disagree with it.

Category
H0: Affect the sale of the product is independent to category.
H1: Affect the sale of the product is dependent to category.
Degree of freedom=1

(Cross tabulation)
Sale of product
Working
Agree 20 13 13 8 54
Total 60 31 40 19 150
 In category wise analysis of celebrity’s endorsement affect the sells of product

which they associated 54 with agree, in which maximum 20 are student and
minimum 8 are working person.

Asymp. Sig.
Value df (2-sided)
Findings:
 Testing hypothesis of celebrities endorsement affect the sales of product is
independent to category because the Asymp. Sig. Value is 0.76 more than 0.05, so
we accept null hypothesis.

Age
H0: Affect the sale of the product is independent to Age.
H1: Affect the sale of the product is dependent to Age.
Degree of freedom=1
Table 3.17-Age wise
(Cross tabulation)
Sale of product
Agree 4 39 6 5 54
Total 14 101 24 11 150
 In age wise analysis of celebrity’s endorsement affect the sells of product which
they associated 54 with agree, in which maximum 39 with age group of 21-35 and
minimum 4 with age group below-20.

Asymp. Sig.
Value df (2-sided)
Findings:
 Testing hypothesis of celebrities endorsement affect the sales of product is
independent to age because the Asymp. Sig. Value is 0.55 more than 0.05, so we
accept null hypothesis.

Q-2 (D.) According today’s highly competitive world, to increase sales of

product or to sustain in the market, use of celebrities in advertising is
necessary for the companies.
Graph 3.8
Advertising Necessary
25, 17% 20, 13%

Strongly Disagree
20, 13% dsiagree
Uncertain
Agree
50, 34%
 Most of respondent agree with the use of celebrity in advertising that is 34%, and
13% are disagree with it.
Category
H0: Use of celebrities in advertising is necessary is independent to category.
H1: Use of celebrities in advertising is necessary is dependent to category.
Degree of freedom=1

(Cross tabulation)
Advertising necessary
Working
Disagree 6 4 6 4 20
Agree 18 14 8 10 50
Total 60 31 40 19 150

 In category wise analysis of celebrities is necessary in today’s world 50

respondents agree with the statement, in which maximum 18 are student &
minimum 8 are husband.

Asymp. Sig.
Value Df (2-sided)
Findings:
 From the above analysis the celebrities are necessary in today’s world is
independent to category because the Asymp. Sig. Value is 0.23, so we accept null
hypothesis.
Age
H0: Use of celebrities in advertising is necessary is independent to Age.
H1: Use of celebrities in advertising is necessary is dependent to Age.
Degree of freedom=1
Table 3.21-Age wise

(Cross tabulation)
Advertising necessary
Agree 2 38 7 3 50
Total 14 101 24 11 150
 In age wise analysis of celebrities is necessary in today’s world 50 respondents

agree with the statement, in which maximum 38 with the age group of 21-35 &
minimum 2 with age group of below-20.


Value Df Asymp. Sig. (2-sided)
Findings:
 From the above analysis the celebrities are necessary in today’s world is
independent to age because the Asymp. Sig. Value is 0.80, so we accept null
hypothesis.
Q-2 (E) A male celebrity endorser for a car will increase your likelihood to
purchase the product.
Graph 3.9
Male (car)
21, 14% 21, 14%
Strongly Disagree
Disagree
29, 19%
Uncertain
44, 30% Agree
Strongly Agree
35, 23%
 Here 30% respondents are agreeing, but 23% are uncertain which is affected to
celebrity endorsement.

Category
H0: A male celebrity endorser for a car is independent to category.
H1: A male celebrity endorser for a car is dependent to category.
Degree of freedom=1

(Cross tabulation)
Male (Car)
Category Student Housewife Husband Working person Total
Disagree 10 4 12 3 29
Agree 20 10 7 7 44
Total 60 31 40 19 150
 In category wise analysis of male celebrities endorse car is increase in sale, 44

respondents agree with the statement, in which maximum 20 are student &
minimum 7 are both husband & working person.

Value df Asymp. Sig. (2-sided)
]The minimum expected count is 2.66.
Findings:
 In category wise analysis of male celebrities endorse car is increase in sale is
independent to category because the Asymp. Sig. Value is 0.73, so accept the null
hypothesis.
Age
H0: A male celebrity endorser for a car is independent to Age.
H1: A male celebrity endorser for a car is dependent to Age.
Degree of freedom=1

Table 3.25-Age wise

(Cross tabulation)
Male (Car)
Agree 6 28 7 3 44
Total 14 101 24 11 150
 In age wise analysis of male celebrities endorse car is increase in sale, 44

respondents agree with the statement, in which maximum 28 with age group of
21-35 & minimum 3 with age group of above-51

Pearson Chi-Square 15.63 12.00 0.21
Findings:
 In category wise analysis of male celebrities endorse car is increase in sale is
independent to age because the Asymp. Sig. Value is 0.21, so accept the null
hypothesis.

Q-2 (F) A female celebrity endorser for a hair product will increase your
likelihood to purchase the product.
Graph 3.10
Female (hair)

Disagree
Uncertain
35, 23% 34, 23%
Agree
 Graph show that, disagree, agree and uncertain response are equal, so here people
gave mix response.
Category
H0: A female celebrity endorser for a hair is independent to category.
H1: A female celebrity endorser for a hair is dependent to category.
Degree of freedom=1

(Cross tabulation)
Female (Hair)
Working
Disagree 9 11 10 4 34
Agree 16 4 13 2 35
Total 60 31 40 19 150

 From the above table we conclude that the 35 agree with the female celebrities
endorse for hair product will increase in sales, in which 16 are student and 2 are
working person.

Findings:
 The above analysis indicates that the female celebrities increase the sells of hair
product are independent to category because the Asymp. Sig. Value are 0.59, so
we accept null hypothesis.
Age
H0: A female celebrity endorser for a hair is independent to Age.
H1: A female celebrity endorser for a hair is dependent to Age.
Degree of freedom=1
Table 3.29-Age wise

(Cross tabulation)
Female (Hair)
Agree 5 22 5 3 35
Total 14 101 24 11 150
 From the above table we conclude that the 35 agree with the female celebrities
endorse for hair product will increase in sales, in which 16 are student and 2 are
working person.


Asymp. Sig.
Value df (2-sided)
Findings:
 The above analysis indicates that the female celebrities increase the sells of hair
product are independent to age because the Asymp. Sig. Value are 0.46, so we
accept null hypothesis.
Q-2 (G) You intentionally purchase certain products because of their association
with the celebrity.
Graph 3.11
With celebrity
20, 13%
Disagree
Uncertain
35, 23%
Agree
30, 20%
 According to graph, most of people doesn’t purchase product which they

associate with celebrities. That is 28%.

Category
H0: Association with the celebrity is independent to category.
H1: Association with the celebrity is dependent to category.
Degree of freedom=1
(Cross tabulation)
Working
Agree 17 5 7 6 35
Total 60 31 40 19 150
 From the above cross tabulation table, maximum 41 respondent strongly disagree
that, they cannot purchase product because of they associate with celebrities, in
which 18 student, 10 housewife,9 husband, 4 working person. Only 20 respondent
are purchase product due to their associate with celebrities.

A6 cells (30.0%) have expected count less than 5.
Findings:
 The above analysis indicates that the celebrity association with the product is
independent to category because the Asymp. Sig. Value are 0.59, so we accept
null hypothesis.
Age
H0: Association with the celebrity is independent to Age.
H1: Association with the celebrity is dependent to Age.

Degree of freedom=1
Table 3.33-Age wise
(Cross tabulation)
Agree 5 22 5 3 35
Total 14 101 24 11 150
 According to above cross tabulation, maximum 28 people strongly disagree to
purchase product due to its association with celebrities, which are with the age
group of 21-35. Where as 22 people agree with it.

Asymp. Sig.
Value df (2-sided)
Findings:
 The above analysis indicates that the celebrity association with the product is
independent to age because the Asymp. Sig. Value is 0.46, so we accept null
hypothesis.

Q-2 (H) “You are attracted towards those products in which advertisement
celebrities come more frequently”
Graph 3.12
Celebrities more frequently

41, 28%
Disagree
Uncertain
35, 23%
Agree
26, 17%
 The graph indicate that, people only see the advertise but they don’t attract
towards that product. Evidence is 28%are strongly disagree.
Category
H0: Advertisement celebrities come more frequently is independent to category.
H1: Advertisement celebrities come more frequently is dependent to category
Degree of freedom=1

(Cross tabulation)
celebrities more frequently
Working
Category Student Housewife Husband Person Total
Agree 18 7 7 3 35
Total 60 31 40 19 150

 From the above table we conclude that people most attract by the advertisement in
which celebrities comes frequently with strongly disagree respondent are 41, in
which 15 are student and both 6 are housewife and working person.

Findings:
 From the above table we conclude that the people can not attract by those product in
which celebrities comes more frequently, so we accept null hypothesis.
Age
H0: Advertisement celebrities come more frequently is independent to Age.
H1: Advertisement celebrities come more frequently is dependent to Age
Degree of freedom=1
Table 3.37-Age wise
(Cross tabulation)
celebrities more frequently
Agree 4 22 6 3 35
Total 14 101 24 11 150
 From the above table we conclude that people most not attract by the
advertisement in which celebrities comes frequently with strongly disagree

respondent are 41, in which 27 are in age group of 21-35 and 2 with the age group
of above-51.
Findings
 From the above table we conclude that the people can not attract by those product in
which celebrities comes more frequently, so we accept null hypothesis.
Q-2 (I) “You purchase products more in which advertisement your favorite
celebrities comes”
Graph 3.13
Favorite Celebrities

41, 26%
37, 25% Disagree
Uncertain
Agree
28, 19%
 Most of people purchase the product in which advertisement their favorite

celebrities comes because 26% strongly agree. Where as 19% agree, 19%
uncertain, 25% disagree and 11% are strongly disagree.

Category
H0: Advertisement your favorite celebrities comes is independent to category.
H1: Advertisement your favorite celebrities comes is dependent to category.
Degree of freedom=1

(Cross tabulation)
favorite celebrities
Working
Agree 11 5 10 2 28
Total 60 31 40 19 150
 According to cross tabulation table 41 respondents are strongly agree with

statement that they purchase product in which advertisement their favorite
celebrity comes.16respondents are strongly disagree with this statement.

6 cells (30.0%) have expected count less than 5.
Findings:
 From above table we conclude that purchase more product in which
advertisement your favorite celebrity come is independent to category. And the
value is more than 0.05 so we accept null hypothesis.

Age
H0: Advertisement your favorite celebrities comes is independent to Age.
H1: Advertisement your favorite celebrities comes is dependent to Age.
Degree of freedom=1
Table 3.41-Age wise

(Cross tabulation)
favorite celebrities
Agree 0 18 9 1 28
Total 14 101 24 11 150
 According to age wise cross tabulation table 41 respondents are strongly agree
with statement that they purchase product in which advertisement their favorite
celebrity comes.29 maximum respondents are strongly agree with this statement
which is belongs to age group 21-35

Findings:
 From above table we conclude that purchase more product in which
advertisement your favorite celebrity come is independent to age. And the value
is more than 0.05 so we accept null hypothesis.

Q-2 (J.) “Using those products in which advertisements celebrities comes

creates good impressions on the others (society)”
Graph 3.14
Impressions on Others
20, 13% 19, 13%

Strongly Disagree
32, 21% Disagree
Uncertain
44, 30% Agree
Strongly Agree
35, 23%
 According to graph 30% respondent use those product in which celebrities creates
good impact on society, where as 23% respondent are uncertain.
Category
H0: Creates good impressions on the others is independent to category.
H1: Creates good impressions on the others is dependent to category.
Degree of freedom=1
(Cross tabulation)
Impressions on others
Working
Category Student Housewife Husband person total
Agree 23 6 11 4 44
Total 60 31 40 19 150

 From the above cross tabulation table, maximum 44 respondents are believe that they se
product in which advertisement celebrity create good impression. With the maximum 23
students and minimum working persons are agree with this.19 respondents disagree with
this.

Findings:
 From the above chi-square test we conclude that the celebrity create good
impression on other is independent variable. And the value is greater than 0.05 so
we accept the null hypothesis.
Age
H0: Creates good impressions on the others is independent to Age.
H1: Creates good impressions on the others is dependent to Age.
Degree of freedom=1
Table 3.45-Age wise

(Cross tabulation)
Impressions on others
Agree 2 33 5 4 44
Total 14 101 24 11 150
 From the above cross tabulation table, maximum 44 respondents are believe that they se
product in which advertisement celebrity create good impression. With the maximum
33with the age group of 21-35, and minimum 2 respondents with the age group of below
20. 19 respondents disagree with this.


Findings:
 From the above chi-square test we conclude that the celebrity creates good
impression on other is independent variable. And the value is greater than 0.05 so
we accept the null hypothesis.
Q-2 (K.) “You purchased product by watching product endorsed by

celebrities and then after you realized that product having no good quality as
endorsed by celebrities and you feel cheated”
Graph 3.15
No Good Quality

Disagree
Uncertain
34, 23% 32, 21%
Agree

 The graph indicate that, 24% respondent are uncertain about product quality
which endorsed by celebrity. 17% people are feeling themselves cheated.15%
respondents are strongly disagree with this statement.
Category
H0: Product having no good quality as endorsed by celebrities is independent to category.
H1: Product having no good quality as endorsed by celebrities is dependent to category.
Degree of freedom=1

(Cross tabulation)
No good quality
Working
Agree 15 5 11 3 34
Total 60 31 40 19 150
 From the above cross tabulation chart , we conclude that 36 respondent are
uncertain. and 23 respondents are strongly disagree that quality of goods are very
poor.

Findings:
 The product quality is independent to category. Than the table suggests that the
value is 0.72, it is independent to category, so we accept the null hypothesis.

Age
H0: Product having no good quality as endorsed by celebrities is independent to Age.
H1: Product having no good quality as endorsed by celebrities is dependent to Age.
Degree of freedom=1
Table 3.49-Age wise

(Cross tabulation)
No good quality
Agree 4 20 7 3 34
Total 14 101 24 11 150
 From the above cross tabulation chart, we conclude that 36 respondent are
uncertain. and 23 respondents are strongly disagree that quality of goods are very
poor. In uncertain respondents, max. with the age group of 21-35 and minimum 5
with all other age category.

 The product quality is independent to age. Than the table suggests that the value
is 0.72, it is independent to category, so we accept the null hypothesis.
Q-2 (L.) “Advertisement in which celebrities come that advertisement is

remembered by you through longer period of time”

Graph 3.16
Longer Period of time
14, 9%
Strongly Disagree
21, 14%
59, 40% Disagree
Uncertain
Agree
27, 18%
Strongly Agree
29, 19%
 From above chart we can conclude that maximum 19% are agree where as 40%
respondents are strongly agree that advertisement is remember for long period of
time. About 14% are disagree with that statement .9% respondents are strongly
dis agree with it.
Category
H0: Remembered by you through longer period of time independent to category.
H1: Remembered by you through longer period of time dependent to category
Degree of freedom=1

(Cross tabulation)

Longer period of time

Working
Disagree 7 4 5 5 21
Agree 9 6 10 4 29
Total 60 31 40 19 150
 From the above cross tabulation between category and memory of product, 59
respondents are strongly agree with, the long term memory of product due to
presence of celebrity. In which 27 student, 12 house wife, 12husband, and 8
working people included.

Findings:
 From the analysis of above table, the memory of product is independent to
category, and the value is 0.75 which is more then 0.05 so, we can accept
null hypothesis.
Age
H0: Remembered by you through longer period of time independent to category.
H1: Remembered by you through longer period of time dependent to category
Degree of freedom=1
Table 3.53-Age wise

(Cross tabulation)
Longer period of time


Agree 1 20 7 1 29
Total 14 101 24 11 150
 According to this table results, maximum 59 respondent in which, 44 with the age
group of 21-35, & minimum 3 with the age group of below 20, are strongly agree
with longtime memory of product. Only 14 people are disagreeing with it.

Asymp. Sig.
Value df (2-sided)
Findings:
 From the analysis of above table, the memory of product is independent to age,
and the value is 0.07 which is more then 0.05 so, we can accept null hypothesis.

Q-3. How important do you consider each of the attributes mentioned to be

of importance when considering a Celebrity as a brand ambassador of a
product?
(Please evaluate each attribute on the scale of 1 to 5)
(A) Expertise (The Level of knowledge a celebrity has in a Particular

Brand)
Graph 3.17
Exepertise
20, 13% 18, 12% Unimportant

Some what unimportant
34, 23% 36, 24%
Uncertain
Somewhat important
42, 28% Important
 From the analysis of the graph we can know that, expertises attribute is
unimportant for 12% of people, & for 13% people it is important, and maximum
28% people are uncertain. And 23% of people have somewhat important.
Category
H0: Expertise Attributes is independent to Category
H1: Expertise Attributes is dependent to Category
Degree of freedom=1

(Cross tabulation)

Expertise
Working
Unimportant 10 5 3 0 18
Some what unimportant 13 13 4 6 36
Somewhat important 12 4 13 5 34
Important 9 2 7 2 20
Total 60 31 40 19 150
 This cross tabulation table shows, the maximum 42respondents in which, 16 are
students, minimum 7 are housewife, are uncertain about expertise attribute.
Minimum 18 people cannot give important to this attributes.

Findings:
 Testing null Hypothesis that important of expertise attribute is independent to
category then above table suggests that it is independent to the category. So
accept the Null Hypothesis.
Age
H0: Expertise Attributes is independent to Age
H1: Expertise Attributes is dependent to Age
Degree of freedom=1
Table 3.57-Age wise

(Cross tabulation)

Expertise
Total 14 101 24 11 150
 This cross tabulation table shows, the maximum 42respondents in which 26 are in
age group of 21-35 and minimum 3 in above 51 groups are uncertain about
expertise attribute. And maximum 16 people from 21-35 age group are give
important to expertise attribute.

Findings:
 Testing null Hypothesis that important of expertise attribute is independent to age
then above table suggests that it is independent to the age, so accept the Null
Hypothesis. Because there value is 0.68.
(B). Trustworthiness (How honest & believable a celebrity endorsing a product

is)

Graph 3.18
Trustworthiness
14, 9% Unimportant
43, 29% 23, 15%
Uncertain
Somewhat important
33, 22%
37, 25% Important
 Above graph indicate, Trustworthiness is important for most of respondent which

is 29%. For 25% respondent, trustworthiness is somewhat important, so trust is
very important.
Category
H0: trustworthiness attributes is independent to category
H1: trustworthiness attributes is dependent to category
Degree of freedom=1

(Cross tabulation)

Trustworthiness
Working
Total 60 31 40 19 150
 From the above cross tabulation out of 150respondents, 43 have believe that
celebrity trust worthiness is more import while they choosing any product/
services, in which 18 students and minimum 4 working person. Lower believe
in trust worthiness in celebrity is 14 out of 150 , in which 2 respondents are
working persons.

Findings:
 Testing null Hypothesis that important of trustworthiness attribute is independent
to category then above table suggests that it is independent to the category, so
accept the Null Hypothesis. Because there value is 0.44
Age
H0: trustworthiness attributes is independent to Age.
H1: trustworthiness attributes is dependent to Age.
Degree of freedom=1
Table 3.61-Age wise

(Cross tabulation)
Trustworthiness


Total 14 101 24 11 150
 From the above table analysis we conclude that, the maximum 43 respondents are
give important to the trustworthiness attribute, in which maximum 32 respondents
belong in age group of 21-35. 37 respondents are give somewhat important to it.
33 respondents are uncertain.
Findings:
 Testing null Hypothesis that important of trustworthiness attribute is independent

to age then above table suggests that it is independent to the age, so accept the
Null Hypothesis. Because there value is 0.20
(C ) Similarity (Sense of similarity a consumer feels with a celebrity)
Graph 3.19

Similarity
28, 19% Unimportant

40, 26%
Uncertain
34, 23% Somewhat important
25, 17%
23, 15% Important
 The above graph shows that the product endorsed by the celebrity, should match
with celebrity while choosing them for endorsement. 26% respondents are give
important to similarity attribute and minimum 15% respondents are uncertain
about the celebrity similarity of the product choosing.
Category
H0: Sense of similarity attributes is independent to category
H1: Sense of similarity attributes is dependent to category
Degree of freedom=1

(Cross tabulation)
Similarity

Working
Total 60 31 40 19 150
 The above cross tabulation between important attribute and category we can say
that , for maximum 40 respondents similarity is important attribute in which 16
students, 12 housewife, 8 husbands, 4 working person.

Findings:
 Testing null Hypothesis that important of similarity attribute is independent to

category then above table suggests that it is independent to the category, so accept
the Null Hypothesis. Because there value is 0.25.
Age
H0: Sense of similarity attributes is independent to Age
H1: Sense of similarity attributes is dependent to Age
Degree of freedom=1
Table 3.65-Age wise

(Cross tabulation)
Similarity


Total 14 101 24 11 150
 The above cross tabulation between important attribute and category we can say
that , for maximum 40 respondents similarity is important attribute in which 24 in
the age group of 21-35 .3 respondent are in the age group of above 51.

Findings:
 Testing null Hypothesis that important of similarity attribute is independent to age
then above table suggests that it is independent to the age, so accept the Null
Hypothesis. Because there value is 0.88
(D) Likeability (The level of a celebrity’s fame in public eye & his/her
popularity)
Graph 3.20

Likelyness
21, 14% Unimportant

53, 36%
30, 20% Some what unimportant
Uncertain
Somewhat important
20, 13% 26, 17% Important
 The likeness of celebrity attribute is that at which level the fame of celebrity in
the eye of consumers. For 36% respondent believe that the celebrity should have
familiar image in consumer mind. 14% respondent can not believe likeability
attribute of celebrity.
Category
H0: Likeability attributes is independent to Category.
H1: Likeability attributes is dependent to Category.
Degree of freedom=1

(Cross tabulation)
Likeliness
Category Student Housewife Husband Working Total

person
Total 60 31 40 19 150
 From the analysis of above cross tabulation we can say that, max. 53 respondent,
in which 24 student, 5 housewife, 18 husband, and 6 working person in it.26
respondent are uncertain about it.21 respondents cannot give important to it.

Findings:
 The likeability of celebrity in consumer mind is independent from category. The
Null hypothesis testing table shows that, likability is independent. So we accept
the Null Hypothesis.
Age
H0: Likeability attributes is independent to Age
H1: Likeability attributes is dependent to Age.
Degree of freedom=1
Table 3.69-Age wise

(Cross tabulation)
Likeliness

Total 14 101 24 11 150
 From the analysis of above cross tabulation we conclude that, max. 53

respondent, in which 36 respondent with age group of 21-35 .30 respondents give
somewhat unimportant to likeability.

Findings:
 The likeability of celebrity in consumer mind is independent from age. The Null
hypothesis testing table shows that, likability is independent to age. So we accept
the Null Hypothesis.
(E). Meaning Transfer (The meaning a celebrity brings to a brand)
Graph 3.21

Meaning Transfer
27, 18%
46, 31%
Unimportant
Uncertain
29, 19%
Somewhat important
Important
23, 15%
25, 17%
 It shows that the 31% respondents give more important to meaning transfer
attribute. 15% give less important, 17% are uncertain, 19% have somewhat
unimportant & 18% gives no important to meaning transfer attribute.
Category
H0: meaning transfer attributes is independent to category
H1: meaning transfer attributes is dependent to category
Degree of freedom=1
(Cross tabulation)
Meaning Transfer
Working
Total 60 31 40 19 150

There is mix response given by different category of people.

5 cells (25.0%) have expected count less than 5.
Findings:
 Testing null Hypothesis that important of meaning transfer attribute is
independent to age then above table suggests that it is independent to the
category, so accept the Null Hypothesis. Because there value is 0.09w
Age
H0: meaning transfer attributes is independent to category
H1: meaning transfer attributes is dependent to category
Degree of freedom=1
Table 3.73-Age wise

(Cross tabulation)
Meaning Transfer
Total 14 101 24 11 150
 The above graph shows that the out of 150 respondents 33 belongs to age group of 21-35,
for 46 have important for meaning transfer model. 29 respondent have somewhat
important belong age group 21-35 are 25 respondent.


Findings:
 Testing null Hypothesis that important of meaning transfer attribute is
independent to age then above table suggests that it is independent to the
category, so accept the Null Hypothesis. Because there value is 0.24
(F) “Fit” Match (How well the fit between celebrity & the brand is)
Graph 3.22
Fit"Match"
21, 14% Unimportant

48, 32%
26, 17% Some what unimportant
C
Uncertain
Somewhat important
27, 18% 28, 19% Important
 The graph indicates that, most of respondent want good combination between
celebrity and product, because out of 150 respondent maximum 32% respondent
agree with it.
Category

H0: Fit “match” attributes is independent to category

H1: Fit “match” attributes is dependent to category
Degree of freedom=1

(Cross tabulation)
Fit” Match"
Working
Total 60 31 40 19 150
There is mix response given by different category of people. But most of people
prefer good combination.
Age
H0: Fit “match” attributes is independent to Age
H1: Fit “match” attributes is dependent to Age
Degree of freedom=1


Findings:
 Testing null Hypothesis that important of Fit match attribute is independent to
category then above table suggests that it is independent to the category so accept
Age
H0: Fit “match” attributes is independent to Age
H1: Fit “match” attributes is dependent to Age
Degree of freedom=1
Table 3.77-Age wise

(Cross tabulation)
Fit” Match"
Total 14 101 24 11 150
 The above graph shows that the out of 150 respondents maximum 48 respondent give
important to fit match attributes in which 32 with age group of 21-35, 21 respondent
think fit match attribute is not important .


Findings:
 Testing null Hypothesis that important of Fit match attribute is independent to age
then above table suggests that it is independent to the age so accept the Null
Q-4.How does presence of celebrity make you Feel about Brand

Graph 3.23
Presence of celebrity make you feel to brand
18, 12% 22, 15% More likely to look at

29, 19% Improve perceptions
Make mae miss Trusts
40, 27% Don't know
41, 27% Others
Category
H0: Celebrity make you Feel about Brand Category is independent to category.
H1: Celebrity make you Feel about Brand Category is dependent to category.
Degree of freedom=1

(Cross tabulation)
Presences of celebrity make you feel to brand
Working
More likely to look at 11 3 6 2 22
Improve perceptions 11 7 15 7 40

Make me miss Trusts 20 10 7 4 41

Don't know 10 5 9 5 29
Others 8 6 3 1 18
Total 60 31 40 19 150
Chi-Square Test
Age
H0: Celebrity make you Feel about Brand Category is independent to Age.
H1: Celebrity make you Feel about Brand Category is dependent to Age.
Degree of freedom=1
Table 3.80-Age wise

(Cross tabulation)
Age Below-20 21-35 36-50 Above 50 Total
More likely to look at 2 16 3 1 22
Improve perceptions 2 24 8 6 40
Make me miss Trusts 4 31 3 3 41
Don't know 3 18 7 1 29
Others 3 12 3 0 18
Total 14 101 24 11 150

Q-5. Which product advertisement can you recall most with these
Celebrities?
Sachin Tendulkar: a) Boost ( ) b) MRF( ) c)Adidas ( ) d) Pepsi ()
Graph 3.24

Celebrity (Sachin)
31, 21%
53, 35%
Boost
MRF
Adidas
20, 13%
Pepsi
46, 31%
Gender
H0: Product advertisement can you recall most is independent to Gender.
H1: Product advertisement can you recall most is dependent to Gender.
Degree of freedom=1

(Cross tabulation)
Celebrity {Sachin}
Gender Male Female Total
Boost 32 21 53
MRF 29 17 46
Adidas 13 7 20
Pepsi 18 13 31
Total 92 58 150
 From the above cross tabulation table we conclude that, maximum respondent 53
are recall Sachin through Boost, in which 32 male and 21 female. MRF tyre is on
second no. with 29 male, 17female respondents. Then Pepsi with 31 respondents
and 20 respondents with Adidas.



A0 cells (.0%) have expected count less than 5.
 From the above analysis we can said that, recall of Sachin is independent to
gender. And it value is 0.95,which is greater then .05 so, we can accept the Null
Hypothesis.
Category
H0: Product advertisement can you recall most is independent to category.
H1: Product advertisement can you recall most is dependent to category.
Degree of freedom=1

(Cross tabulation)
Celebrity {Sachin}
Working
Boost 26 9 12 6 53
MRF 10 13 14 9 46
Adidas 7 4 7 2 20
Pepsi 17 5 7 2 31
Total 60 31 40 19 150
 The above table shows that category wise cross tabulation in which 46
respondent from the brand of MRF in which 14 are husband, 13 are house wife,
10 are students & only 9 are working person.

Findings:

 Testing null Hypothesis that important of Recall attribute is independent to

category then above table suggests that it is independent to the category so accept
Age
H0: Product advertisement can you recall most is independent to Age.

H1: Product advertisement can you recall most is dependent to Age.
Degree of freedom=1
Table 3.86-Age wise

(Cross tabulation)
Celebrity {Sachin}
Boost 6 38 6 3 53
MRF 5 27 12 2 46  The
Adidas 1 12 4 3 20
Pepsi 2 24 2 3 31
Total 14 101 24 11 150
above table shows that age wise cross tabulation in which 53 respondent from the
brand of BOOST, in which 27 respondents belongs to 21-35 age categories. MRF
brand having total 46 respondent’s age of 21-35, in total 27 respondents.

Findings:
 Testing null Hypothesis that important of Recall attribute is independent to age then
above table suggests that it is independent to the age so accept the Null Hypothesis.
Because there value is 0.31
Amitabh Bachchan: a) Dabur( ) b) Red&Taylor( )c)TVS victor( )

d)Cadbury( )

Graph 3.25
Celebrity (Amitabh Bachchan)
51, 34% Dabar

64, 42%
Reid & Taylor
Binani cement
Cadbury
13, 9%
22, 15%
Gender
Degree of freedom=1
(Cross tabulation)
Celebrity (Amitabh Bachchan)
Dabar 31 20 51
Reid & Taylor 11 2 13
Binani cement 17 5 22
Cadbury 33 31 64
Total 92 58 150
 According to above graph & table 37% male and female believe that its non
competitive, where competitive and moderate rate male respondent believes
maximum which is 33 that is hire then female respondent.



Findings:
 The null hypothesis show about the value is 0.05 it shows that it has the similarity
about the analysis made.
Category
Degree of freedom=1

(Cross tabulation)
Working
Dabar 20 14 11 6 51
Reid & Taylor 6 0 7 0 13
Binani cement 9 3 8 2 22
Cadbury 25 14 14 11 64
Total 60 31 40 19 150
 The above table shows that 64 respondent out of 150 and in which 25 students are know
Amitabh bachan through the ad of Cadbury.51 respondents are know him through Dabur
product. Where as for Binani Cement 22 respondent and Reid & Taylor only 13
respondent.
Findings:

 Testing null Hypothesis that the product recall is independent to category then
above table suggests that it is independent to the category group. So accept the
Null Hypothesis.
Age
Degree of freedom=1
Table 3.92-Age wise
(Cross tabulation)
Dabar 1 40 6 4 51
Reid & Taylor 4 6 2 1 13
Binani cement 3 13 3 3 22
Cadbury 6 42 13 3 64
Total 14 101 24 11 150
 Maximum 42 respondents are from age group of 21-35.who are recall the
Cadbury, then Dabur brand is recall by 40 respondent having age group of
21-35.and minimum only 1 respondent recall Ried & Taylor having age
group of above 50.

The minimum expected count is .95.
Findings:
 Testing null Hypothesis product recall is independent to age then above table
suggests that it is independent to the age group. So accept the Null Hypothesis
Aamir Khan: a) Titan( ) b) Samsung( )c) Cocacola ( ) d) Smartchips ( )

Graph 3.26
Celebrity (Aamir Khan)
18, 12%
35, 23%
Titan watch
Samsung
Coca cola
42, 28%
Smart chips
55, 37%
 Due to usage of mobile increase, Samsung having good brand name in the market
but main thing is that the brand ambassador is Aamir khan who is highly believe
in the perfections. So the people o are highly recall brand through Aamir khan.
Gender
Degree of freedom=1

(Cross tabulation)
Titan watch 24 11 35
Samsung 36 19 55
Coca cola 23 19 42
Smart chips 9 9 18

Total 92 58 150
 The above table shows that ,for titan 44 male & for Samsung 36 male are recall
this brand. Then 11 female for titan watches, 19 female for Samsung , 19 for
cocacola recall overall brand out of 150 respondents.

Findings:
 The null hypothesis show about the value is 0.41, so the null hypothesis is accept.
Category
Degree of freedom=1

(Cross tabulation)
Working
Titan watch 18 4 10 3 35
Samsung 20 9 17 9 55
Coca cola 15 12 9 6 42
Smart chips 7 6 4 1 18
Total 60 31 40 19 150
 The above table shows that 55 respondent out of 150 and in which 20 students are
know Aamir Khan through the ad of Smsung.42 respondents are know him
through Coca cola product. Where as 35 for Titan watch respondent and Smart
chips has 18 respondents.


Findings:
Null Hypothesis because chi-square value is 0.44.
Age

Degree of freedom=1
Table 3.98-Age wise

(Cross tabulation)
Titan watch 3 25 5 2 35
Samsung 3 40 9 3 55
Coca cola 6 26 5 5 42
Smart chips 2 10 5 1 18
Total 14 101 24 11 150


Findings:
Q-6. “Products advertisement in which celebrities comes more costly than

other products in same category?
Graph 3.27
Product Rate
55, 37% 51, 34%

Com petitive rates
Moderate
Non Com petitive
44, 29%
Gender
H0: More costly than other products in same category is independent to category.
H1: More costly than other products in same category is dependent to category.
Degree of freedom=1

(Cross tabulation)
Competitive rates 33 18 51
Moderate 33 11 44
Non Competitive 26 29 55

Total 92 58 150
 According to above graph & table 37% male and female believe that its non
competitive, where competitive and moderate rate male respondent believes
maximum which is 33 that is hire then female respondent.

Findings:
 Testing null Hypothesis that the product cost is independent to gender then above
table suggests that it is independent to the gender group. Here chi-square value is
0.02 is below to significant level 0.05, so null hypothesis rejected.
Category
Degree of freedom=1

(Cross tabulation)
Working
Competitive rates 21 12 13 5 51
Moderate 16 6 16 6 44
Non Competitive 23 13 11 8 55
Total 60 31 40 19 150
 According to above table analysis students response for competitive rates and non
competitive rate is hire then the other category person. When we see the Overall
response for all category non competitive rates is hire.


 Testing null Hypothesis that the product cost is independent to category then
Age
Degree of freedom=1
Table 3.104-Age wise

(Cross tabulation)
Competitive rates 4 34 12 1 51
Moderate 3 34 4 3 44
Non Competitive 7 33 8 7 55
Total 14 101 24 11 150
 Between 21to35 age people are equally believed in competitive rates, moderate
and non competitive rates which is maximum no of people 101.

Findings:
 Testing null Hypothesis that the product cost is independent to age then above
table suggests that it is independent to the age group. So accept the Null
Hypothesis because chi-square value is 0.14

Q-7. Please rate the following statements on a scale of 1-5.
(A) You try a new brand if it is advertised by your favorite celebrity.

Graph 3.28
Try new Brand
14, 9%

Somewhat Disagree
Uncertain
Somewhat Agree
31, 21%
Gender
H0: Advertised by your favorite’s celebrity is independent to Gender.
H1: Advertised by your favorite’s celebrity is dependent to Gender.
Degree of freedom=1

(Cross tabulation)
Strongly Disagree 10 4 14
Somewhat Disagree 15 8 23

Uncertain 16 11 27
Somewhat Agree 16 15 31
Strongly Agree 35 20 55
Total 92 58 150
 According to above table about 55 male and female are strongly agree to
purchase a new product offered by their favorite celebrity. in which 35 male and
20 are female.10 male & 4 female are strongly disagree.

Findings:
 Testing null Hypothesis for try new brand is independent to gender then above
table suggests that it is independent to the gender group. So accept the Null
Hypothesis.
Category
H0: Advertised by your favorite’s celebrity is independent to category.
H1: Advertised by your favorite’s celebrity is dependent to category.
Degree of freedom=1

(Cross tabulation)
Working

Somewhat Disagree 6 6 9 2 23
Somewhat Agree 14 6 7 4 31
Total 60 31 40 19 150
 All category persons are strongly agree to purchase new product offered by their
favorite celebrity students response is more in uncertain and somewhat agree also.

Findings:
 Testing null Hypothesis that the product cost is independent to category then
Null Hypothesis because chi-square value is 0.90
Age
H0: Advertised by your favorite’s celebrity is independent to Age.
H1: Advertised by your favorite’s celebrity is dependent to Age.
Degree of freedom=1

(Cross tabulation)

Total 14 101 24 11 150
 About 36 people with age group of 21-35 are strongly agreed, where as
11respondent respondent strongly disagree to try new product. 18 respondents are
uncertain about try new product.

Findings:
 Testing null Hypothesis that trying new product is independent to age then above
table suggests that it is independent to the age group. So accept the Null
Hypothesis because chi-square value is 0.50.
(B) You try an existing product if it is advertised by your favorite celebrity.
Graph 3.29

Try an existing brand
11, 7%
36, 24% 18, 12%
Strongly Disagree
Somewhat Disagree
Uncertain
Somewhat Agree
37, 25%
Strongly Agree
48, 32%
Gender
H0: Try an existing product is independent to Gender
H1: Try an existing product is dependent to Gender
Degree of freedom=1

(Cross tabulation)
Uncertain 25 12 37
Total 92 58 150
 According to above table about 48 male and female are somewhat agree to trying
existing product by their favorite celebrity. in which 28 male and 20 are female.6
male & 5 female are strongly disagree.



Findings:
 Testing null Hypothesis for try an existing product is independent to gender then
above table suggests that it is independent to the gender group. So accept the Null
Hypothesis is 0.66
Category
H0: Try an existing product is independent to category.
H1: Try an existing product is dependent to category.
Degree of freedom=1

(Cross tabulation)
Working
Total 60 31 40 19 150
 According to above table we conclude that, 20 student, 13 housewife, 11husband

and 4 working person ware somewhat agreed that they use existing product.

 Testing null Hypothesis that trying existing product is independent to category
then above table suggests that it is independent to the category group. So accept
the Null Hypothesis because chi-square value is 0.47.

Age
H0: Try an existing product is independent to Age.
H1: Try an existing product is dependent to Age.
Degree of freedom=1

(Cross tabulation)
Total 14 101 24 11 150
 About 24 people with age group of 21-35 are strongly agree, where as 10
respondent strongly disagree to try existing product. 27 respondent are uncertain
about trying existing product. Overall, all age category respondent are agree to
trying existing product.

Findings:
 Testing null Hypothesis that trying existing product is independent to age then
above table suggests that it is independent to the age group. So accept the Null
C) You don’t mind paying higher prices for products advertised by my
favorite’s celebrity.
Graph 3.30

Paying higher prices
16, 11%
27, 18%
Somewhat Dis agree
Unc ertain
Somewhat Agree
Strongly Agree
36, 24% 28, 19%
Gender
H0: For products advertised by your favorites celebrity is independent to Gender.
H1: For products advertised by your favorites celebrity is dependent to Gender.
Degree of freedom=1

(Cross tabulation)
Uncertain 22 14 36
Total 92 58 150
 According to above chart , 27 male and 16 female are disagree to pay higher price
for the product which endorse by favorite celebrity. Where as only 9male and
7female are strongly agree to pay higher price.


Findings:
 Testing null Hypothesis for try pay higher price for product is independent to
gender then above table suggests that it is independent to the gender group. So
accept the Null Hypothesis is 0.66.
Category
H0: For products advertised by your favorites celebrity is independent to category.
H1: For products advertised by your favorites celebrity is dependent to category.
Degree of freedom=1

(Cross tabulation)
Working
Total 60 31 40 19 150
 Overall all category persons are strongly disagree to pay higher price for product,
students response is more in uncertain and somewhat also agree by 8.

Findings:

 Testing null Hypothesis that pay higher for product is independent to category
then above table suggests that it is independent to the category group. So accept
the Null Hypothesis because chi-square value is 0.31.
Age
H0: For products advertised by your favorites celebrity is independent to Age.
H1: For products advertised by your favorites celebrity is dependent to Age.
Degree of freedom=1

(Cross tabulation)
Total 14 101 24 11 150
 About 30 people with age group of 21-35 are strongly disagree, where as 13
respondent strongly agree to pay higher price for product. 23 respondents are
uncertain about to pay higher price for product. Overall, all age category
respondent are disagree to pay higher price for product.

Findings:
 Testing null Hypothesis that paying higher price for the product is independent to
age then above table suggests that it is independent to the age group. So accept the

(D) Advertisement of a product by a celebrity can make that product

Successful.
Graph 3.31
Make product successful
29, 19% 23, 15%

Strongly Disagree
Somewhat Disagree
Uncertain
37, 26% Somewhat Agree

26, 17%
Strongly Agree
35, 23%
Gender
H0: Make that product Successful is independent to Gender.
H1: Make that product Successful is dependent to Gender.
Degree of freedom=1

(Cross tabulation)
Somewhat Disagree 20 17 37  Accordi
Uncertain 27 8 35 ng to
above
Total 92 58 150 chart ,
16 male and 7 female are disagree with success of product for which endorse by
favorite celebrity. Where as only 14male and 15female are strongly agree to
success of product endorsed by celebrity.


Findings:
 Testing null Hypothesis for successful product endorsed by celebrity is
independent to gender then above table suggests that it is independent to the
gender group. So accept the Null Hypothesis is 0.116.
Category
H0: Make that product Successful is independent to category.
H1: Make that product Successful is dependent to category.
Degree of freedom=1
(Cross tabulation)
Working
Total 60 31 40 19 150
 Overall response from the respondents are in between 37 to 35 which are

uncertain or somewhat disagree about product success which are endorsed by
their favorite celebrities.

Findings:

 Testing null Hypothesis for successful product endorsed by celebrity is

independent to category then above table suggests that it is independent to the
category group. So accept the Null Hypothesis is 0.437
Q-8. The following list of feature are associated with celebrity endorsement,
for each feature, please record the one alternative that best express how
important or un important that features to you.
1. Extremely 2.somewhat 3.nither important 4.somewhat 5.not

at all
Important Important nor unimportant unimportant
important
------Higher degree of recall.
Graph 3.32
Important Atribute(High Call)
25, 17% 33, 22%

Extremly Important
Somewhat Important
Moderate
30, 20% Somewhat Unimportant
44, 29% Not Important

18, 12%
Gender
H0: Higher degree of recall is independent to Gender.
H1: Higher degree of recall is dependent to Gender.
Degree of freedom=1


(Cross tabulation)
Extremely Important 17 16 33
Somewhat Important 27 17 44
Moderate 13 5 18
Somewhat Unimportant 17 13 30
Not Important 18 7 25
Total 92 58 150
 According to above chart, 27 male and 17 female are some what important with
some what important. Where as only 17male and 16female extremely important,
moderate male and female are 13 & 5 respectively.

Findings:
 Testing null Hypothesis for celebrity higher degree of recall is independent to
gender then above table suggests that it is independent to the gender group. So
accept the Null Hypothesis is 0.446
Category
H0: Higher degree of recall is independent to category.
H1: Higher degree of recall is dependent to category.
Degree of freedom=1


(Cross tabulation)
Working
Extremely Important 10 9 10 4 33
Somewhat Important 21 10 6 7 44
Moderate 4 3 9 2 18
Somewhat Unimportant 13 6 6 5 30
Not Important 12 3 9 1 25
Total 60 31 40 19 150
 Overall response from the respondents is in between 44 to 33 which are somewhat

important and extremely important about higher degree of recall which are
endorsed by their favorite celebrities.

Findings:
 Testing null Hypothesis for special feature associated with celebrity is
Age
H0: Higher degree of recall is independent to Age.
H1: Higher degree of recall is dependent to Age.
Degree of freedom=1


(Cross tabulation)
Moderate 1 12 2 3 18
Total 14 101 24 11 150
 About 32 people with age group of 21-35 are somewhat important, where as 20
respondent extremely important to pay higher price for product. 23 respondents
are uncertain about to pay higher price for product. Overall, all age category
respondent are disagree to pay higher price for product.

Findings:
 Testing null Hypothesis that higher degree of recall is independent to age then
Hypothesis because chi-square value is 0.276

------Trustworthiness.
Graph 3.33
Trustworthiness
19, 13%
Extremly Important
58, 39%
26, 17%
Somewhat Important
Moderate
Somewhat Unimportant
6, 4% Not Important
41, 27%
Gender
H0: Trustworthiness is independent to Gender.
H1: Trustworthiness is dependent to Gender.
Degree of freedom=1

(Cross tabulation)
Moderate 3 3 6
Total 92 58 150
 According to above chart, 39 male and 19 female are extremely important with
trustworthiness for celebrity. Where as only 19male and 22 female somewhat
important, moderate male and female are 3 & 3 respectively.


Findings:
 Here chi-square value is below the significant level of 0.05, so here we have to
reject the null hypothesis below significant level 0.044.
Category
H0: Trustworthiness is independent to category.
H1: Trustworthiness is dependent to category.
Degree of freedom=1

(Cross tabulation)
Working
Moderate 2 2 1 1 6
Total 60 31 40 19 150

important and extremely important about trustworthiness associated with
product, which are endorsed by their favorite celebrities.


Findings:
 Testing null Hypothesis for trustworthiness associated with celebrity is
Age
H0: Trustworthiness is independent to Age.
H1: Trustworthiness is dependent to Age.
Degree of freedom=1

(Cross tabulation)
Moderate 2 2 1 1 6
Total 14 101 24 11 150
 About 27 people with age group of 21-35 are somewhat important, where as
38respondent extremely important. 23 respondents are uncertain about for
product. Overall, all age category respondent are disagree to pay higher price for
product.

Findings:
 Testing null Hypothesis that trustworthiness of recall is independent to age then

------Associates benefits.
Graph 3.34
Associates benifits
13, 9%
22, 15% 47, 31% Extremly Important
Somewhat Important
Moderate
15, 10% Somewhat Unimportant
Not Important
53, 35%
Gender
H0: An Associates benefit is independent to Gender.
H1: An Associates benefit is dependent to Gender.
Degree of freedom=1

(Cross tabulation)
Moderate 9 6 15
Total 92 58 150
 According to above chart, 29 male and 18 female are extremely important with
associate benefit for celebrity. Where as only 29male and 24 female somewhat
important, moderate male and female are 9 & 6 respectively.


Findings:
 Testing null Hypothesis for celebrity associate benefits are independent to gender
then above table suggests that it is independent to the gender group. So accept the
Null Hypothesis is 0.268
Category
H0: An Associates benefit is independent to Category.
H1: An Associates benefit is dependent to Category.
Degree of freedom=1
(Cross tabulation)
Working
Moderate 3 5 4 3 15
Total 60 31 40 19 150

important are students & husband, extremely important about associated benefits,
which are endorsed by their favorite celebrities.


Findings:
 Testing null Hypothesis for benefits associated with celebrity is independent to
category then above table suggests that it is independent to the category group.
So, accept the Null Hypothesis is 0.529
Age
H0: An Associates benefit is independent to Age.
H1: An Associates benefit is dependent to Age.
Degree of freedom=1

(Cross tabulation)
Moderate 1 9 4 1 15
Total 14 101 24 11 150
 About 34 people with age group of 21-35 are somewhat important, where as 33
respondent extremely important. 9 respondents are moderate about associate
benefits of product. Overall, all age category respondent are agree to pay higher
price for product for its associated benefits’.
Findings:
 Testing null Hypothesis that associate benefits’ of product is independent to age
then above table suggests that it is independent to the age group. So accept the

Q-9. How much you satisfied with the product which is endorse by your
favorite celebrity?
Graph 3.35
Satisfaction level
24, 16% 31, 21%

Very Satisfied
Somewhat Satisfied
Moderate
30, 20% Somewhat Dissatisfied
Very Dissatisfied
14, 9% 51, 34%
Gender
H0: Satisfied with the product is independent to Gender.
H1: Satisfied with the product is dependent to Gender.
Degree of freedom=1

(Cross tabulation)
Very Satisfied 19 12 31
Somewhat Satisfied 32 19 51
Moderate 6 8 14
Somewhat Dissatisfied 18 12 30
Very Dissatisfied 17 7 24
Total 92 58 150
 According to above chart, 32 male and 19 female are some what satisfied with
celebrity. Where as only 19male and 12 female somewhat satisfied, moderate
male and female are 6 & 8 respectively.


Findings:
 Testing null Hypothesis for celebrity satisfaction level is independent to gender
then above table suggests that it is independent to the gender group. So, accept the
Null Hypothesis is 0.559.
Category
H0: Satisfied with the product is independent to category.
H1: Satisfied with the product is dependent to category.
Degree of freedom=1

(Cross tabulation)
Working
Very Satisfied 9 10 9 3 31
Somewhat Satisfied 20 8 14 9 51
Moderate 7 4 3 0 14
Somewhat Dissatisfied 14 6 6 4 30
Very Dissatisfied 10 3 8 3 24
Total 60 31 40 19 150

satisfied are 20 students & 14 husband, very satisfied about satisfaction level 10
housewife & 9 husband which are endorsed by their favorite celebrities.


Findings:
 Testing null Hypothesis for satisfaction level with celebrity is independent to
category then above table suggests that it is independent to the category group.
So, accept the Null Hypothesis is 0.651
Age
H0: Satisfied with the product is independent to Age.
H1: Satisfied with the product is dependent to Age.
Degree of freedom=1

(Cross tabulation)
Very Satisfied 1 22 6 2 31
Somewhat Satisfied 6 35 5 5 51
Moderate 2 7 4 1 14
Somewhat Dissatisfied 2 20 6 2 30
Very Dissatisfied 3 17 3 1 24
Total 14 101 24 11 150
 About 35 people with age group of 21-35 are somewhat satisfied where as 22
some what satisfied. 7 respondents are satisfied about product which is endorsed
by their celebrity, all age category respondents are agree about their favorite
celebrity endorsed for the product.


Findings:
 Testing null Hypothesis that satisfaction level for product by which endorsed by
celebrity is independent to age then above table suggests that it is independent to
the age group. So accept the Null Hypothesis because chi-square value is 0.839
Q-10. Match the most attributes to the celebrities:
Sachin:
Graph 3.36
Match attributes( Sachin)
25, 17% 38, 25%
Trust
Expertiseness
Attractiveness
27, 18%
Reliability
60, 40%
Gender
H0: Attributes to the celebrities is independent to Gender.
H1: Attributes to the celebrities is dependent to Gender.
Degree of freedom=1


(Cross tabulation)

Trust 23 15 38
Expertise 33 27 60
Attractiveness 17 10 27
Reliability 19 6 25
Total 92 58 150
 From the above table we conclude that, people prefer Expertise attribute
maximum for Sachin. In which, 33 male and 27 female are included. Than Trust
attribute at second no with 38 respondent, in which 23 male and 15 female.

0 cells (.0%) have expected count less than 5.
Findings:
 Expressiveness attribute is independent to gender. So here, we cannot accept The
Null Hypothesis because value is 0.34.
Graph 3.37
Category wise Graph
Sachin
30
25
20 Trust
Expertiseness
15
Attractiveness
10 Reliability
0
Student Housewife Husband Working
Person
Table 3.154-Category wise Table

Working
Trust 17 8 11 2 38
Expertiseness 24 14 11 11 60
Attractiveness 11 6 8 2 27
Reliability 8 3 10 4 25
Total 60 31 40 19 150
 According above graph and table we can said that, all category respondent see
Expertiseness in Sachin. This was recorded with high value in all categories. And
only 25 respondents suggest Reliability attribute to the Sachin, which is minimum
value in table.
Amitabh Bacchan:
Graph 3.38
Match Attributes(Amitabh)
25, 17%
66, 44% Trust

23, 15%
Expertiseness
Attractiveness
Reliability
36, 24%
Gender
Degree of freedom=1

(Cross tabulation)

Trust 35 31 66
Expressiveness 22 14 36
Reliability 19 6 25
Total 92 58 150
 According to above analysis, Amitabh Bacchan is most trustful person for both
male and female respondent. Male respondent also believe in expertiseness of
Amitabh Bacchan.
Findings:
 From the above testing, attribute is independent to gender because chi-square
value is 0.184 which is greater then 0.05, so we can accept The Null Hypothesis.
Category wise Graph

Graph 3.39
Amitabh
35
30
25
Trust
20 Expertiseness
15 Attractiveness
Reliability
10
0
Student Housewife Husband Working Person

Category Student Housewife Husband Working Person Total

Trust 30 15 15 6 66
Total 60 31 40 19 150
 A maximum person of all above category shows trust on Amitabh bacchan, in

which student make maximum trust.
Priyanka:
Graph 3.40
Match attributes(Priyanka)
29, 19% 21, 14%
Trust
32, 21%
Expertiseness
Attractiveness
Reliability
68, 46%
Gender
Degree of freedom=1

(Cross tabulation)
Trust 14 7 21
Expertiseness 27 5 32
Reliability 19 10 29
Total 92 58 150
 Both male and female person look attractiveness in Priyanka, in which 32 male
and 36 female, which is maximum in the respondent.

0 cells (.0%) have expected count less than 5.
Findings:
 Here attributes is dependent to gender, because the chi-square value is 0.004
which is less then, so we can’t accept The Null Hypothesis.
Category wise Graph

Graph 3.41
Priyanka
35
30
25
Trust
20 Expertiseness
15 Attractiveness
Reliability
10
0


Trust 7 4 7 3 21
Total 60 31 40 19 150
 Out off 150 respondent,68 respondent are agree that, Priyanka is very attractive celebrity.
But minimum 21 respondents make trust on her. 32 people see expertiseness, and 29 people saw
reliability in her.
Akshay Kumar:
Graph 3.42
Match Attributes (Akshay)
22, 15% 28, 19%
Trust
Expertiseness
Attractiveness
Reliability
55, 36% 45, 30%
Gender
Degree of freedom=1

(Cross tabulation)
Trust 15 13 28
Reliability 17 5 22
Total 92 58 150
 For Akshay, respondents give mix response towards attributes. Mostly people
look attractiveness and expertiseness in Akshya kumar.

Findings:
 The celebrity attributes is independent to gender, and chi-square value is 0.346, so
we can accept The Null Hypothesis.
Category wise Graph

Graph 3.43
Akshay
25
20
Trust
15
Expertiseness
Attractiveness
10
Reliability
0

Working
Trust 10 7 10 1 28
Total 60 31 40 19 150
 In the category wise cross tabulation, respondent give mix response to Akshy. 45
person look expertiseness and maximum 55 person look attractiveness in him.
Ketrina Kaif:
Graph 3.44
Match attributes (Katrina)
11, 7% 14, 9%
13, 9%
Trust
Expertiseness
Attractiveness
Reliability
112, 75%
Gender
Degree of freedom=1

(Cross tabulation)
Trust 10 4 14
Reliability 5 6 11
Total 92 58 150

Findings:
 Testing null Hypothesis that important attribute is independent to age then above
table suggests that it is independent to the age so accept the Null Hypothesis.
Because there value is 0.54.
Graph 3.45
Category wise Graph
Katrina
50
45
40
35
Trust
30
Expertiseness
25
Attractiveness
20
Reliability
15
10
5
0


Trust 8 1 3 2 14
Total 60 31 40 19 150
 From the analysis of table we surely said that, maximum number of people looks
very attractiveness in Ketrina kaif. 112 out of 150respondent are attracting from
Katrina’s beauty.
Amirkhan:
Graph 3.46
Match attributes (Amir Khan)
28, 19% 34, 23%
Trust
Expertiseness
Attractiveness
Reliability
46, 30%
42, 28%
Gender
Degree of freedom=1


(Cross tabulation)
Trust 20 14 34
Reliability 22 6 28
Total 92 58 150
 Graph show mix response toward Amir khan attributes, because, for attritiveness
46 respondent, for expertiseness 42, for trust 34 respondent. We can said that,
Amirkhan have more then one qualities.
Findings:
 Testing null Hypothesis that important attribute is independent to gender then
above table suggests that it is independent to the gender so accept the Null
Graph 3.47
Category wise Graph
Aamir Khan
25
20
Trust
15
Expertiseness
Attractiveness
10
Reliability
0


Working
Trust 14 7 10 3 34
Total 60 31 40 19 150
 The graph show, maximum students see expertise in him, maximum housewife
and husband see as attractive hero.
Sahrukhkhan:
Graph 3.48
Match Attributes (Shahrukh khan)
26, 17%
42, 29%
Trust
Expertiseness
Attractiveness
41, 27% Reliability
41, 27%
 According to graph, respondent look more Trust, Expertise and Attractiveness

rather then Reliability in Sahrukhkhan. In which, 29% for Trust, 27%for both
Expertise and Attractiveness and for reliability 17%.

Gender
Degree of freedom=1

(Cross tabulation)
Trust 14 28 42
Reliability 21 5 26
Total 92 58 150
 According to gender wise analysis, maximum 33male look Attractiveness

and maximum 28 female look Trust in S.K. but over all mix response
of people.

Valu D Asymp. Sig. (2-
e f sided)
Pearson Chi-Square 24.50 3 1.96E-05
Findings:

Graph 3.49
Category wise Table
Shahrukh Khan
20
18
16
14 Trust
12
Expertiseness
10
Attractiveness
8
6 Reliability
4
2
0
Student Housewife Husband Working
Person
 This graph shows that, in the student category, maximum student 18 see expertise
in Sahrukh khan. Maximum housewife make trust on S.K.maximum husband look
attractiveness in him, mix of response from working person.

Workin
Studen Housewif Husban g
Category t e d Person Total
Trust 13 17 7 5 42
Total 60 31 40 19 150

Aishwarya Bacchan:
Graph 3.50
Match attributes (Aishwarya)
25, 17% 23, 15%
Trust
Expertiseness
Attractiveness
32, 21%
Reliability
70, 47%
 The graph indicates that, 47% people attract from Aish beauty. Some people,
about 21% look expertise in her, 15% people make Trust on her and 17% people
see Reliability in her.
Gender
Degree of freedom=1

(Cross tabulation)
Trust 13 10 23
Total 92 58 150
 From the above table out of 150 respondents 70 are highly believe about
attractiveness attribute. Out of 70 respondents 50 are male who are attract towards

the celebrity & 20 are female who are low believe in the attractiveness of the
celebrity.

Findings:
Graph 3.51
Category wise Graph
Aishwariya
30
25
20 Trust
Expertiseness
15
Attractiveness
10 Reliability
0

Trust 9 6 5 3 23
Total 60 31 40 19 150

 The category wise table shows that, 70 respondents have high attractiveness
towards the celebrity in which 25 are students, but no specification about the
gender. 32 respondents are in which 14 are students who highly believe in
Aishwarya Ray is expertiseness is so good.
Dhoni:
Graph 3.52
Match Attributes (Dhoni)
38, 25%
46, 31%
Trust
Expertiseness
Attractiveness
Reliability
30, 20%
36, 24%
 People are highly believe in Dhoni as he is one of the successful captain of the
Indian cricket team.31% people have the high attractiveness towards Dhoni, 25%
people having reliability & 24% people believe that expertiseness in Dhoni about
is high. 20% People are know that the Dhoni has good looks due to that people
are high attract Dhoni.
Gender
Degree of freedom=1


(Cross tabulation)
Trust 29 17 46
Total 92 58 150
 The above table shows that there is highly trust by male gender related to trust on
Dhoni. 46 respondents in which, 29 are male category. 38 respondents in which
22 male reliability are high.36 respondents in which Dhoni has high expertiseness
in to the endorsing a product.

Findings:
 The Testing null Hypothesis that important attribute is independent to gender then
Hypothesis. Because there value is 0.299

Graph 3.53
Category wise Graph
Dhoni
20
18
16
14
12 Trust
10 Expertiseness
8 Attractiveness
6 Reliability
4
2
0

Trust 15 9 14 8 46
Total 60 31 40 19 150
 The whole category wise table show about Dhoni’s expertiseness as well as the
trust related to the particular product is more. 46 respondent in trust and 36 are
expertiseness who are highly believe that Dhoni is quiet good for the any of the
product due to his impression. Their belief about expertiseness & attractiveness is
good due his name &fame also one the factor.

Chapter : 4
Conclusion

CONCLUSION
 Celebrity endorsement can be a goldmine or a minefield for a company's brand

building process. There have been extensive studies relating to the process of
celebrity endorsement and brand-building. These studies indicate that celebrity
endorsement has worked well in some consumer segments while failing in others.
Few celebrities have been more successful than those with almost parallel fame.
So the role of celebrity endorsement in the advertising space is equivocal and
cannot be seen as a assured strategic tool to win profits, market share, revenues,
etc.
 Consumers can identify the clear difference between a good script and a good
brand idea. For example, while Pepsi's Sachin and Bachchan (kite flying) ad was
seen as one with a good script, Coca-Cola's Thanda Matlab... was seen as an
insightful and strong brand idea. For all the flak it drew in its vainglorious
attempts to run down competition, Thumbs-Up was seen as the only example of
seamless linkage between brand positioning and brand celebrity.
 "Brand" is the most valuable asset of any company; building its image is, thus, of
paramount importance. Any thoughtless adventure can be like the Sword of
Damocles upon your head. Celebrities do not make brands but ideas do. If the
former were true then brands would have vanished when the hype and hoopla
around the celebrities faded. Celebrity endorsement is also one of the ideas. But,
its easy to come up with new ideas; the hard part is letting go of what worked for
you two years ago, but will soon be out-of-date. Therefore, it is imperative to
invest in good ideas; which will bring good returns. Thus, the need of the hour is
to focus less on your Return-on-Investment, and think more in terms of your
Return-on-Ideas.
 There is an increasing challenge to the marketing manager to develop and

implement an integrated marketing communication (IMC) plan to realize the true

value of the celebrity endorsements. There is a gradual shift from the traditional
approach of showing celebrities in advertisement to making them the "spokes-
person" of the brand. Companies have taken celebrity endorsement to next level
by projecting brands as a way of life. Smart companies are using their brand
ambassadors in other mediums such as movies to promote their brands. E.g.,
Amitabh Bachchan, who endorses the financial instruments of ICICI Bank, is
shown as a branch-manager of ICICI Bank in the movie Baghban.
 Wooing the key existing and potential target customers is the trait of a successful
promotion strategy. However, the marketing manager should be able to offer
significant value propositions in the services / products offered to the customers.
Thus, one needs to integrate celebrity endorsement with other marketing
programs and ensure that the celebrity attributes align with the overall brand or
company. Companies that succeed in developing such an integrated IMC plans is
the one to succeed in the long-ter
CONCLUSION OF THE PRIMARY ANALYSIS OF SURVEY:

 we tried to measure the effectiveness of celebrity on advertisement & consumers
behavior, through asking various questions which are based on measurement, with
the help of which we measure the consumers effectiveness in terms of their
perception, their purchase intention by seeing an advertisement, their experience,
recall value, effectiveness towards the celebrity.
 From our whole analysis , we conclude that the effectiveness of celebrity on

advertisement & its role is high on consumers. But the celebrity proves a best for
the consumers due to their name & fame. Advertisement plays a good role in
purchasing power of consumers . But sometimes celebrity creates
misunderstanding to people also by negative advertisement.
 Yes, the celebrity advertisement is best for the brand awareness on consumers
mind and also helps in recalling ads and the product. Also consumer behavior is
broadly based on its past purchasing experience, but through our analysis we can

say that celebrity advertising helps in recalling brand and creates a certain image
in the consumers mind.
 But main thing is only depend upon the consumers personality, attitude, lifestyle,
purchasing power also.
 As social benefits include emotional and self esteem benefits, consumers would
like to see and emulate some well known personalities who use those products
that they want to purchase. By having a celebrity endorse these categories of
products, consumers are provided with a strong personality and a persona to
emulate

BIBLIOGRAPHY
BOOKS:
• Marketing Management by Philip Kotler
• Consumer Behavior by leon Schiffman
• Businees Research Methodology by
• Statistics of Management By Levin & Rubin
• Advertising & Promotion management By Lauden &Lauden
REFERENCE:
• Philip A. Stroke(2009), "Impact of Celebrity Endorsement",Journal of Consumer

Research, Vol. 14 March, Pg.471-82.
• Shimp (2007), "Celebrities as spokesperson", Journal of Retailing, Vol. 76 No. 2,

Pg.175-91.
• Friedmen et al. (1976), “The power of brand”, Journal of Business, Vol. 23,
Pg.71-8
MAGAZINES:
• Business World
• Marketing Master Mind
• Journal of Marketing
Websites:
• www.marketingmanagement.in/india.html
• www.marketingmania.in/india.html
• http://en.wiki.wikipedia.com/indian_industry
• www.marketingmanagement.in/india.html
• www.indiatimes.com/
• www.hindustantimes.com

• http://www.businessweek.com./html
Annexure I
CONSUMER’S SURVEY
We are the student of S.P.B. Patel Engg.. M.B.A College Linch, Mehsana. As
per the requirement of subject, MANAGEMENT RESEARCH PROJECT -
II we are conducting survey on topic: effects of use Celebrities in advertising
on customers. We assure you that this information will be used for our
academic purpose only so we kindly request you to fill this questionnaire.
Q-1. What are the main reasons due to that the use of celebrities in
advertising is
Increasing?
1) Peoples attract toward celebrities ………….

2) Image of the celebrity…………………………………………………….
3) Increase competition leads use of celebrities ………..
4) Celebrities’ endorsement lead huge sells of product/services……….
5) Create good impression of product on customers’ minds………
Q-2 For the following questions A-L please circle the number which you think is the
best answer.
1 2 3 4 5
Strongly Disagree Disagree Uncertain Agree Strongly
Agree
A.) Celebrity endorsers are the most persuasive advertising method.
1 2 3 4 5
B.) Do you think celebrity endorsements are ineffective?
1 2 3 4 5

C.) Celebrity endorsers affect the sale of the product with which they are associated.
1 2 3 4 5
D.) According today’s highly competitive world, to increase sales of product or to

sustain in the market, use of celebrities in advertising is necessary for the
companies.
1 2 3 4 5
E.) A male celebrity endorser for a car will increase your likelihood to purchase the
product.
1 2 3 4 5
F.) A female celebrity endorser for a hair product will increase your likelihood to
purchase the product.
1 2 3 4 5
G.) You intentionally purchase certain products because of their association with
the celebrity.
1 2 3 4 5
H.) “You are attracted towards those products in which advertisement celebrities
come more frequently”
1 2 3 4 5
I.) “You purchase products more in which advertisement your favorite celebrities
comes”
1 2 3 4 5
J.) “Using those products in which advertisements celebrities comes creates good
impressions on the others (society)”
1 2 3 4 5
K.) “You purchased product by watching product endorsed by celebrities and then
after you realized that product having no good quality as endorsed by celebrities
and you feel cheated”
1 2 3 4 5
L.) “Advertisement in which celebrities come that advertisement is remembered by

you through longer period of time”
1 2 3 4 5

Q-3. How important do you consider each of the attributes mentioned to be of

importance when considering a Celebrity as a brand ambassador of a
product?
(Please evaluate each attribute on the scale of 1 to 5)
a) Expertise (The Level of knowledge a celebrity has in a Particular

Brand)
Unimportant 1( ) 2( ) 3( ) 4( ) 5( ) Important
b). Trustworthiness (How honest & believable a celebrity endorsing a

product is)
c). Similarity (Sense of similarity a consumer feels with a celebrity)

d) Likeability (The level of a celebrity’s fame in public eye & his/her

popularity)
e). Meaning Transfer (The meaning a celebrity brings to a brand)

f) “Fit” Match (How well the fit between celebrity & the brand is)
Q-4.Hoe does presence of celebrity make you feel about Brand
a) More likely to look at
b) Improve perceptions
c) Make me Miss Trusts
d) Don’t know
e) Others
Q-5. Which product advertisement can you recall most with these
Celebrities?

Sachin Tendulkar: a) Boost ( ) b) MRF ( ) c) Adidas ( ) d) Pepsi ( )
Amitabh Bachchan a) Dabur( )b) Red&Taylor( )c)TVS victor( )

d)Cadbury( )
Aamir Khan: a) Titan ( )b) Samsung ( )c) Cocacola ( ) d) Smartchips

( )
Q-6. “Products advertisement in which celebrities comes more costly than

other products in same category?
Competitive rates ( ), Moderate ( ) Noncompetitive rates. ( )
Q-7. Please rate the following statements on a scale of 1-5.
a) You try a new brand if it is advertised by your favorite’s celebrity.

Strongly Disagree 1( ) 2( ) 3( ) 4( ) 5( ) Strongly Agree
b) You try an existing product if it is advertised by your favorite’s

celebrity.
c) You don’t mind paying higher prices for products advertised by my

Favorite’s celebrity.
e) Advertisement of a product by a celebrity can make that product

Successful.
Q-8. The following list of feature are associated with celebrity endorsement,
for each feature, please record the one alternative that best express how
important or un important that features to you.
1. Extremely 2.somewhat 3.nither important 4.somewhat 5.not

at all
Important Important nor unimportant unimportant
important
------Higher degree of recall.

------Trustworthiness.
------Associates benefits.

Q-9. How much you satisfied with the product which is endorse by your
favorite celebrity?
1. Very satisfied.
2. Somewhat satisfied.
3. Neither satisfied nor dissatisfied.
4. Somewhat dissatisfied.
5. Very dissatisfied.
Q-10. Match the most attributes to the celebrities:
Sachin : [ ] Trust, [ ] Expertise ness, [ ] Attractiveness. [ ] Reliability,
Amitabh : [ ] Trust, [ ] Expertise ness, [ ] Attractiveness. [ ]

Reliability,
Priyanka : [ ] Trust, [ ] Expertise ness, [ ] Attractiveness. [ ]

Reliability,
Akshay : [ ] Trust, [ ] Expertise ness, [ ] Attractiveness. [ ] Reliability,
Ketrina : [ ] Trust, [ ] Expertise ness, [ ] Attractiveness. [ ] Reliability,
Amirkhan : [ ] Trust, [ ] Expertise ness, [ ] Attractiveness. [ ] Reliability,
Sahrukh khan :[ ] Trust, [ ] Expertise ness, [ ] Attractiveness. [ ] Reliability,
Aishwarya : [ ] Trust, [ ] Expertise ness, [ ] Attractiveness. [ ] Reliability,
Dhoni : [ ] Trust, [ ] Expertise ness, [ ] Attractiveness. [ ] Reliability,
Name:
…………………………………………………………………………….
Address:
Category:……………………………………………………………………
(Student, housewife, Husband, Working person (Bachelor)
Age: …… Contact No………………………

Role of Celebrities in Advertisement &amp Its Efectiveness

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Role Of Celebrities In Advertising And Its Effectiveness

Batch: - 2008-10 Date: -08/04/2010

Joshi Ashish (487)

S.P.B. PATEL ENGG. College, LINCH, MEHSANA 1

SR. SUB. PARTICULAR PAGE.NO

S.P.B. PATEL ENGG. College, LINCH, MEHSANA 2

2.30 Facts over the years 82

1.1 RESEARCH OBJECTIVES :

 To determine the Brand with different celebrities.

 To understand influence of celebrity endorsement in purchase decision.

S.P.B. PATEL ENGG. College, LINCH, MEHSANA 4

1.2 Research methodology for Primary Survey

S.P.B. PATEL ENGG. College, LINCH, MEHSANA 5

 Likert Semantic Scale.

Sampling unit (who is to be surveyed?)

1.3 ANALYSIS OF RESEARCH:

STATISTICAL TOOL : CHI-SQUARE

S.P.B. PATEL ENGG. College, LINCH, MEHSANA 6

According to Friedman & Friedman, a “celebrity endorser is an individual who is known

CELEBRITY BRANDING AND ITS EFFECT ON CONSUMERS

S.P.B. PATEL ENGG. College, LINCH, MEHSANA 8

S.P.B. PATEL ENGG. College, LINCH, MEHSANA 9

At the end of the day, do any stakeholders in a company (employees, contractors,

S.P.B. PATEL ENGG. College, LINCH, MEHSANA 10

Celebrity endorsement cannot guarantee fool-proof success. The celebrity endorsement

2.2 Concepts of Celebrity Endorsements

S.P.B. PATEL ENGG. College, LINCH, MEHSANA 11

S.P.B. PATEL ENGG. College, LINCH, MEHSANA 12

2.3 Celebrity Branding in Asia

S.P.B. PATEL ENGG. College, LINCH, MEHSANA 13

Comprehensive research conducted in this field of marketing communications suggests

S.P.B. PATEL ENGG. College, LINCH, MEHSANA 14

With ever-increasing numbers of advertisements and newer ways of communications

 Endorsements by ordinary people

S.P.B. PATEL ENGG. College, LINCH, MEHSANA 15

Functional benefits/values relate to consumers at a cognitive or logica level, where the

The four categories Celebrity Endorsement

Endorsement by ordinary people

S.P.B. PATEL ENGG. College, LINCH, MEHSANA 16

S.P.B. PATEL ENGG. College, LINCH, MEHSANA 17

Numerous celebrities have appeared in countless commercials. These celebrities have

Celebrity endorsements have been gaining higher levels of acceptance as an important

S.P.B. PATEL ENGG. College, LINCH, MEHSANA 18

2.4 Celebrity Endorsement in India

Phase 2: The Growth Phase (1980-1990)

the introduction of television added a variable effective medium of communication.

S.P.B. PATEL ENGG. College, LINCH, MEHSANA 19

S.P.B. PATEL ENGG. College, LINCH, MEHSANA 20

to be willing to play along.

S.P.B. PATEL ENGG. College, LINCH, MEHSANA 21

S.P.B. PATEL ENGG. College, LINCH, MEHSANA 22

Brand V/s Celebrity

Some success story

The Lux Story

S.P.B. PATEL ENGG. College, LINCH, MEHSANA 23

Shilpa Shetty & Romanov Vodka.

S.P.B. PATEL ENGG. College, LINCH, MEHSANA 24

2.6 Global Scenario of Celebrity Endorsement

S.P.B. PATEL ENGG. College, LINCH, MEHSANA 25

Top Celebrity Earners in the UK

1. David Beckham - £25.7m (Adidas, Motorola, Pepsi, Armani and Calvin

S.P.B. PATEL ENGG. College, LINCH, MEHSANA 26

‘Golden Balls’ is the undisputed king of