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Subject category: Marketing
Authors: Raman Renganathan (Sastra University); V Badrinath (Sastra University); V Srinivasa Kumar (Sastra University)
Published in: 2014

Abstract

Corporate India wants to sell their products by using celebrity either from film industry or sports especially cricket. In the current marketing scenario celebrity endorsements is considered to be one of the most important advertising strategies. Several crores of money spent on celebrities per year shows the importance of celebrity in advertising industry. In order to ensure the credibility and to create the advertisement more memorable, advertisers frequently use celebrities to endorse a product. Celebrity endorsement can grab the attention of the audience in clutter, and fetches value to the product. Scholars emphasised the importance of using popular celebrities to endorse products which may enhance the purchase intention of the consumers. In the midst of abundance of advertising communications, advertisers use celebrity endorsement as the important marketing strategy in order to be conspicuous in the contemporary ad-saturated environment. Impact and effectiveness of celebrity endorsement is relatively very high in India than other countries since celebrities from film industry and sports especially cricket are adored in India. In India one celebrity is endorsing multiple brands every year. There is every possibility of the audience to remember the celebrity but not the brand behind the celebrity. Audience may miss the wood for the tree. Because of the celebrity multiple brand endorsement audience may be confused and subsequently may not recall the brand. This case deals with the contemporary trends of celebrity endorsement in India and the impact of celebrity multiple brand endorsement.
Location:
Industry:
Size:
Large
Other setting(s):
2014

About

Abstract

Corporate India wants to sell their products by using celebrity either from film industry or sports especially cricket. In the current marketing scenario celebrity endorsements is considered to be one of the most important advertising strategies. Several crores of money spent on celebrities per year shows the importance of celebrity in advertising industry. In order to ensure the credibility and to create the advertisement more memorable, advertisers frequently use celebrities to endorse a product. Celebrity endorsement can grab the attention of the audience in clutter, and fetches value to the product. Scholars emphasised the importance of using popular celebrities to endorse products which may enhance the purchase intention of the consumers. In the midst of abundance of advertising communications, advertisers use celebrity endorsement as the important marketing strategy in order to be conspicuous in the contemporary ad-saturated environment. Impact and effectiveness of celebrity endorsement is relatively very high in India than other countries since celebrities from film industry and sports especially cricket are adored in India. In India one celebrity is endorsing multiple brands every year. There is every possibility of the audience to remember the celebrity but not the brand behind the celebrity. Audience may miss the wood for the tree. Because of the celebrity multiple brand endorsement audience may be confused and subsequently may not recall the brand. This case deals with the contemporary trends of celebrity endorsement in India and the impact of celebrity multiple brand endorsement.

Settings

Location:
Industry:
Size:
Large
Other setting(s):
2014

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