1.
Celebrity Endorsement:
An advertising campaign
involving a well known
person to promote a product or service.

2.
o To identify the factors of celebrity
endorsements that influences the
buying decision of the customers.
o To find out pros and cons of celebrity
endorsement.

3.
 Generally increases the sale
 Attract more attention of consumers
 Celebrity add new dimension to brand

4.
 Instant brand awareness
 Celebrity values are redefined
 Attraction towards product

5.
Source attractiveness refers to the endorsers
physical approach, personality, likeability,
and similarity to the receiver modifying
people’s attitude towards the brand

6.
Teenagers take impulsive decision to buy
a product as their need changes
continuously as per the trend

7.
Celebrities
use
networking
sites to
promote
a product
and
themselves

8.
It generally increase profit but
has cons also

9.
Celebrity helps to set-up a new business.

10.
Popular personalities have their own
followers

11.
Using a famous person for
advertising a product or
service, a brand with a
tarnished record has a
chance to re-establish its
status

12.
BRAND
EQUITY
NAME
SYMBOL
PERCEIVED
QUALITY
BRAND
ASSOCIATIONS
PROPRIETARY
ASSETS
BRAND LOYALTY
PROVIDES VALUE TO THE
FIRM
CUSTOMERS
INTERPRETATION,
PROCESSING OF
INFORMATION
NAME AWARENESS

13.
62.18
37.18
1.4 0
YES NO MISSING

14.
0
10
20
30
40
50
60
TEMPOPARY PERMANENT CAN'T SAY
Series 1
Series 1

15.
A celebrity may help a product in affecting
the psychological profile of potential buyers.
Hence it directly affects the marketing
strategies

16.
Just by
getting
associated
to a
product a
celebrity
may push
the sales of
any product

17.
RISKS ASSOCIATED WITH CELEBRITY
ENDORSEMENT
•Negative publicity
•Overshadowing
•Overexposure
•Overuse
•Extinction
•Financial Risk

18.
Vampire effect
Negative image of
celebrity
Multiple
endorsement
Inconsistency in the
professional
popularity
Celebrities endorsing
one brand & using
another.

19.
 Celebrity creditability
a question mark for
the competent
customer
 Conflicting Image
 Multiple Endorsement
 Influence of Celebrity
scandals and moral
violation on brands

20.
Overexposure of Brand Ambassadors: Amitabh
Bachchan sells Nerolac paints, Cadbury
chocolates, Pepsi, Parker pens,etc.

21.
 Brand Switching: For example when Aishwarya Rai and
Aamir Khan shifted loyalties from Pepsi to Coke.
Tarnished Public Image: Thums up too had to scrap its ads
after Salman Khan got embroiled in the black-buck case
& took Akshay.

22.
Creative Block:
Eg. Palmolive had
strong associations
with Kapil Dev and
the line 'Palmolive
ka jawaab nahi'.
Reel Not Equal to
Real: Britney
Spears who are
Pepsi endorsers
have been spotted
drinking Coke.

23.
Success of Brand Dependant on Success of
Celebrity: Eg: Sachin's ad being shown after his wicket falls
draws negative impressions about the brand.
 Celebrities Overshadowing Brands:Dinesh
Suitings, where Sunil Gavaskar, the brand spokesperson, was
allowed to rule the brand, thus becoming bigger than it. Once
the association ceased, the brand lost its identity.

24.
Company Wars Through Celebrities: Pepsi's Sharukh Khan taking
a dig at Hritik Roshan who endorsed Coke.
Incongruity Between Brand and Celebrity: Samsung sponsoring
the Indian cricket team has no congruence and brand connect.
Irresponsible Advertising: Fardeen for pan masala & ajay for
bagpiper

25.
As many as
four products
negatively
influences the
celebrity
credibility and
likeability

26.
 Sachin Tendulkar, for
example, in 2002 endorsed 12
brands, ESPN-STAR Sports (the
television channel), AirTel has
just signed him on as its brand
ambassador.
 Mahendra Singh Dhoni is also
related to many brands
endorsement like aircel
network as well as for the proje
ct save trees save tigers.