Impact of Celebrity Endorsements on Brand Image
Debiprasad Mukherjee*
August 2009
* Debiprasad Mukherjee is a Business Process Management Consultant in IT Telecom domain.
He has experience of working with Siemens, IBM, and Tech Mahindra in India and abroad. He
holds Post graduation in Management from Indian Institute of Social Welfare & Business
Management, India and Bachelor in Technology in Electrical Engineering. His areas of interest
are Brand Management, Consumer Behavior, Advertisement, Customer Relationship
Management, Data Warehousing, Business Intelligence, Master Data Management etc.
Email:- debiprasad.mukherjee@techmahindra.com / debiprasad.mukherjee@gmail.com
Contact: - Techno India Building, 6th Floor EM-4/1, Sector V, SaltLake, Kolkata-700091, INDIA
Tel No: +91 334002 8146 / +91 9830318394
This paper can be downloaded from the
Social Science Research Network Electronic Paper Collection:
http://ssrn.com/abstract=1444814
Electronic copy available at: http://ssrn.com/abstract=1444814
Abstract
Celebrity endorsement has been established as one of the most popular tools of advertising in
recent time. It has become a trend and perceived as a winning formula for product marketing and
brand building. It is easy to choose a celebrity but it is tough to establish a strong association
between the product and the endorser. While the magnitude of the impact of celebrity
endorsement remains under the purview of gray spectacles, this paper is an effort to analyze the
impact of celebrity endorsements on brands. Objective of this article is to examine the
relationship between celebrity endorsements and brands, and the impact of celebrity
endorsement on consumer's buying behavior as well as how consumer makes brand
preferences. This paper proposes a 20 point model which can be used as blue-print criteria and
can be used by brand managers for selecting celebrities and capitalizing the celebrity resource
through 360 degree brand communication which, according to this paper, is the foundation of the
impact of celebrity endorsement. Celebrity endorsement is always a two-edged sword and it has
a number of positives— if properly matched it can do wonders for the company, and if not it may
produce a bad image of the company and its brand.

Purpose
To study the impact of the celebrity endorsement on effective brand management and evaluate
associated factors that contribute to the success or failure of the endorsement.

Approach
This work was done mainly as an exploratory research to find out the correlation between
celebrity endorsement and brand image based on structured questionnaire and analysis is done
on the outcome/response with the help of higher order statistical tools.

Findings
Three categories of research findings have been deduced from the study. The first category
dealing with the customer’s perception about celebrity endorsements. The second aspect is the
factors those should be taken into account while endorsing a celebrity. And the last aspect is the
formulation of strategic model that can be used while doing a celebrity endorsement.
Electronic copy available at: http://ssrn.com/abstract=1444814

Value
This particular work will have a significant impact on the study of celebrity endorsement impact on
brand building process and can be used for further research work on the same area.

Keyword
Celebrity Endorsement, Celebrity Credibility, Controversy Risk, Brand Personality, Brand Image.

Classification
This paper can be classified as a “Research Paper”.
Introduction
Celebrities are people who enjoy public recognition by a large share of a certain group of people.
Whereas attributes like attractiveness, extraordinary lifestyle or special skills are just examples
and specific common characteristics that are observed and celebrities generally differ from the
social norm and enjoy a high degree of public awareness. The term Celebrity refers to an
individual who is known to the public (actor, sports figure, entertainer, etc.) for his or her
achievements in areas other than that of the product class endorsed (Friedman and Friedman,
1979).
Endorsement is a channel of brand communication in which a celebrity acts as the brand’s
spokesperson and certifies the brand’s claim and position by extending his/her personality,
popularity, stature in the society or expertise in the field to the brand. In a market with a very high
proliferation of local, regional and international brands, celebrity endorsement was thought to
provide a distinct differentiation (Martin Roll, 2006).
McCracken's (1989) definition of a celebrity endorser is, "any individual who enjoys public
recognition and who uses this recognition on behalf of a consumer good by appearing with it in an
advertisement (marcoms), is useful, because when celebrities are depicted in marcoms, they
bring their own culturally related meanings, thereto, irrespective of the required promotional role."
Ohanian stresses that to be truly effective, celebrities chosen as endorsers should be
knowledgeable, experienced and qualified in order to be perceived as an expert in the category.
Two models were originally identified to explain the process of celebrity endorsement. As an
endorser, one has to fulfill all the FRED objectives (Rajesh Lalwani, 2006), namely, Familiarity
(target market is aware of him, finds him friendly, likeable and trustworthy); Relevance (which
says that there should be a link between the endorser and the product as well between the
Electronic copy available at: http://ssrn.com/abstract=1444814
endorser and the audience); Esteem (credibility to the mass); Differentiation (in all his projections,
he is seen to be one among the masses, and yet he towers above them. He is different).
McCracken’s (1989) view also suggests that a symbolic “match” should exist between the
celebrity image and the brand image in order for the celebrity endorsement to be effective.
Consumers with strong self-enhancement goals tend to form self-brand connections to brands
used by aspiration groups, that is, groups for which the consumer wishes to become a member
(Escalas and Bettman 2003). On the other hand, self-enhancers will be more likely to reject brand
associations created by a celebrity endorsement where the celebrity associations are rejected
(i.e., a non-aspirational celebrity), compared to consumers who do not have active selfenhancement goals. Companies invest large sums of money to align their brands and themselves
with endorsers. Such endorsers are seen as dynamic with both attractive and likeable qualities
(Atkin and Block, 1983), and companies plan that these qualities are transferred to products via
marcom activities (Langmeyer & Walker, 1991a, McCracken, 1989). Furthermore, because of
their fame, celebrities serve not only to create and maintain attention but also to achieve high
recall rates for marcom messages in today's highly cluttered environments (Croft et al, 1996,
Friedman and Friedman, 1979). Some brands can reject celebrity endorsement outright and
emerge in a better off position than their rivals. An example of a brand that has got it right is
Singapore Airlines. Statistically the airline provides no more legroom than any other carrier. Yet in
survey after survey flyers consistently vote Singapore Airlines the best carrier. Could this be in
part due to the branded fragrance that has been subtly infused in all its planes? This smell is
integrated into the hand towels and sprayed in all the cabins before passengers’ board. The
reason is that smell has a direct emotional impact on consumers, bypassing the rational part of
the brain, making consumers feel good. A branded fragrance – now isn’t that cheaper than paying
a celebrity?
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
Where
S is a Successful Brand
D is Distinctive Identity
P is an Effective Product
AV is Added Values
Celebrity endorsements cannot replace the comprehensive brand building processes. As
branding evolves as a discipline companies must be extra cautious to utilize every possible
channel of communication rather than just a celebrity endorsement. When all other steps in the
branding process is followed and implemented, then channels such as celebrity endorsements
can provide the cutting edge as it did for Nike endorsement romance with Tiger woods. What
Nike did was to use celebrity endorsement as one of the main channels of communicating its
brand to a highly focused set of customers. So, Nike’s association with Tiger Woods was one of
the parts of an entire branding process that Nike has been practicing consistently.
There are hundreds of well known examples of celebrity endorsements, most of which were
hugely successful due to proper endorsement strategy. Italian luxury brand Versace has used
music icon Madonna and Hollywood stars Demi Moore and Halle Berry in its print adverts
between 2005 and 2006. Likewise Julia Roberts appears in Gianfranco Ferres adverts, Sharon
Stone in Dior and Jennifer Lopez, Scarlett Johansson, and Uma Thurman in Vuitton ads. Also,
non-luxury brand Gap has used television star Sarah Jessica Parker to promote its brand in the
recent past. Similarly Catherine Zeta Jones for T-Mobile, Emmitt Smith for Just For Men, Jason
Alexander for KFC. In India, probably the first ad to cash in on star power in a strategic, longterm, mission statement kind of way was for Lux soap, a brand which has, perhaps as a result of
this, been among the top three in the country for much of its life-time. In recent times, we had the
Indian cine star Shahrukh Khan – Hyundai Santro campaign with the objective of mitigating the
impediment that an unknown Korean brand faced in the Indian market. Think of great cricket star
Sachin Tendulkar. He means Pepsi in soft drinks, Boost in malted beverages, MRF in tyres, 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.
Businesses have long sought to distract and attract the attention of potential customers that live
in a world of ever-increasing commercial bombardment. Everyday consumers are exposed to
thousands of voices and images in magazines, newspapers, and on billboards, websites, radio
and television. About 20% of U.S. ads feature celebrities (Solomon 2009), and the percent of ads
using celebrities in other countries, such as Japan, is thought to be even higher.
Research Objectives
Objective of this study was to reveal and re-establish the positive impact of celebrity endorsement
on brand image and find out the most prominent factors those play the key role in the success of
an endorsement. The research objective was to explore the link between brands and the
consumer psyche and determine a model which can help any brand to identify the critical key
areas to concentrate on while going for any celebrity endorsement. The newly evolved model
should lead any brand towards the success of strategic branding from endorsement aspect.
Literature Survey
This paper uses a wide range of accepted principles of how consumers brand attitudes and
preferences can be influenced, how buyer's behavior can be influenced, how buyer's behavior
can be molded. The principles of credibility of source and attractiveness, the match-up
hypothesis, the consumer decision-making model and the communication model are taken into
account to understand the endorsement impact. Study reveals that the impact of celebrity
endorsement is proportional to the 20 factors discussed in the model. The success of a brand
through celebrity endorsement is a cumulative effect of these attributes. This study reveals and
re-establishes that corporate must always keep in mind that the objective is to build the brand and
not the celebrity. It is also important to appreciate that just because an individual is famous and
considered a celebrity, he/she might not necessarily be an effective endorser.
As companies invest large sums of money in celebrity endorsement contracts, any celebrity
endorsement relationship must contribute to larger marketing strategies (Erdogan and Kitchen
1998). Accordingly, campaigns involving celebrities are believed to bring more positive results if
they are properly integrated than traditional non-integrated campaigns (Bertrand and Todd, 1992;
Rogers, 1997). In order to discover what advertising agency managers think about integrating
campaigns involving celebrities, they were asked to give their opinions on the issue.
Traditional explanations of celebrity endorsement persuasion effects are based on the source
effects literature and find that 1) celebrity endorsement increases the attention paid to an ad
(Buttle, Raymond, and Danziger 2000); 2) celebrities are generally attractive, which helps
persuasion when consumers are worried about social acceptance and others’ opinions (DeBono
and Harnish 1988) or when the product is attractiveness-related (Kahle and Homer 1985, Kamins
1990); 3) celebrities may be credible sources if they have expertise in a particular area, such as
an athlete endorsing shoes (Ratneshwar and Chiaken 1991) or a beautiful model endorsing
make-up (Baker and Churchill 1983); and 4) celebrities are often well-liked, possibly leading to
identification and consumer persuasion in an attempt to seek some type of relationship with the
celebrity (Belch and Belch 2007). In traditional dual process models (e.g. ELM; Petty, Cacioppo,
and Schumann 1983), celebrities are most often considered a peripheral cue: they are important
in persuasion only when consumers are not involved in the product category or in processing the
ad. However, celebrities may provide central information when an aspect of the celebrity matches
the product (as with beauty products and attractiveness; Kahle and Homer1985). Also, as
affective peripheral cues, celebrity endorsements may lead media weight to have an impact on
sales in mature categories (MacInnis, Rao, and Weiss 2002). The company makes use of the
celebrity's characteristics and qualities to establish an analogy with the products specialties with
an aim to position them in the minds of the target consumers. To be successful, brands need to
convince consumers that they carry a different image and value from other competing products
(Sadhu Ramakrishna, Santhosh Reddy, 2005). In other words, brands have to show their true
personality to the potential consumer(s). It was not until the 1920s, however, that advertisers
used famous people for product endorsements. Actresses Joan Crawford, Clara Bow and Janet
Gaynor were among the first celebrities to promote products (Fox, 1984). At that time, the
rationale given by advertising agencies for using celebrities was "the spirit of emulation" (Fox,
1984, p.90). About a decade ago, one in three television commercials used celebrities'
endorsements (Business Week, 1978), and today this advertising approach appeared to be on
the increase across all media types (Sherman, 1985 and Levin, 1988). Friedman et al. (1977)
found that celebrities are featured in 15 percent of the prime-time television commercials. In the
United States, it was reported that about 20% of all television commercials feature a famous
person, and about 10% of the dollars spent on television advertising are used in celebrity
endorsement advertisements (Advertising Age, 1987; Sherman, 1985). Thus, celebrity
endorsement has become a prevalent form of advertising in United States (Agrawal and
Kamakura, 1995) and elsewhere. Today, the use of celebrity advertising for companies has
become a trend and a perceived winning formula of corporate image building and product
marketing (Media, July-August 1997). This phenomenon is reflected by the recent market
research findings that 8 out of 10 TV commercials scoring the highest recall are those with
celebrities' appearances (Media, Nov. 14, 1997). Brands have become embedded in the
consumer psyche and offer consumers the opportunity for self-expression, self-realization and
self-identity. This effect is particularly strong in fashion categories. Barriers including cynicism and
increasing advertising literacy threaten traditional approaches to brand communications, which
have traditionally relied on verbal communications and storytelling. Celebrity endorsement is
recognized as a potentially potent tool in communications, with celebrities viewed as more
powerful than anonymous models and campaigns tending to verbalize the meaning of the
celebrity in relation to the brand (Brian Moeran, 2003). To the manufacturer, brands offer a
means of identification for ease of handling and tracking, legal protection and the ability to be
distinctive. In addition, branding is a sign of quality and can be used to secure competitive
advantage and increased financial returns and high customer loyalty. For the consumer, the
brand functions as a means of identification, reduces search costs, effort and perceived risk,
thereby facilitating a shortcut in decision making, and represents a guarantee of quality and
reliability. Silvera and Austad note that the celebrity system is primarily an American cultural
enterprise and that Americans identify especially strongly with celebrities and are thus more
willing to accept and internalize endorsement messages. Consumers from other cultures may not
show correspondent bias, believing that endorsers like the product less than most people. This
was evident in a sample from Norway, where cultural norms based on Janteloven suggest that an
individual should never try to be different or consider himself more valuable than others. The set
of associations consumers have about a brand is an important component of brand equity (Keller
1993), and we believe that forming a self-brand connection is a psychological manifestation of
such equity at the consumer level. When consumers appropriate or distance themselves from
brand associations based on celebrity endorsement, they do so in a manner that is consistent
with self-related needs, such as self-enhancement (Escalas and Bettman 2003). Recent research
indicates that consumers construct their self-identity and present themselves to others through
their brand choices based on the congruency between brand-user associations and self-image
associations (Escalas and Bettman 2005, 2003). Brands can be symbols whose meaning is used
to create and define a consumer’s self-concept (Levy 1959). McCracken’s (1986) model of
meaning transfer asserts that such meaning originates in the culturally constituted world, moving
into goods via the fashion system, word of mouth, reference groups, sub cultural groups,
celebrities, and the media. The meaning and value of a brand is not just its ability to express the
self, but also its role in helping consumers create and build their self-identities (McCracken 1989).
McCracken, highlighting the limitations of the 'source' models, puts forward a three-stage
Meaning Transfer model, which has been adopted as the model that comes closest to
conceptualizing the process. Dwane Hal Dean (1999) studied the effects of three extrinsic
advertisement cues viz. third party endorsement, event sponsorship and brand popularity on
brand / manufacturer evaluation. It was observed that endorsement significantly affected only
product variables (quality and uniqueness) and one image variable (esteem). The third party
endorsement hence may be perceived as a signal of product quality. Goldsmith et al.(200)
assessed the impact of endorser and corporate credibility on attitude-toward-the-ad, attitudetoward-the-brand, and purchase intentions. 152 adult consumers were surveyed who viewed a
fictitious advertisement for Mobil Oil Company. They rated the credibility of the ad's endorser, the
credibility of the company, and attitude-toward-the-ad (Aad), attitude-toward-the-brand (AB), and
purchase intentions. It was observed that endorser credibility had its strongest impact on Aad
while corporate credibility had its strongest impact on AB. The findings suggest that corporate
credibility plays an important role in consumers' reactions to advertisements and brands,
independent of the equally important role of endorser credibility.
Most brands start a life without personality. Let's be honest, a brand by itself will never walk, talk
and get photographed. But by tying it with a celebrity, the name of a product or a company can
take on instant glitz, glamour, charm, sex-appeal and aspiration. D. Reeder (Greenlight L.A) said,
"People's fascination with celebrities isn't going away. The use of celebrities is here to stay. But in
what form is the open question." Now to derive some strategic path of the endorsement,
endorsing brand need to assess the impact of the chosen celebrity on the particular brand.
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.

Quick connect: There needs to be no insight but the communication connects because
the star connects.

Quick shorthand for brand values: The right star can actually telegraph a brand
message fast without elaborate story telling.

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.
To develop a successful roadmap of brand endorsement, the research suggests to explore the
link between brands and the consumer psyche. Belk (1988) considers the concept of the
extended self, which comprises self (me) and possessions (mine), suggesting that unknowingly,
intentionally or unintentionally we regard our possessions as reflective and as part of ourselves.
O'Shaughnessy (2002) asserts that consumers seek positional products to signify group
membership and to mark their position. Thus, brand consumption has evolved into a process of
self-reference, self-identity and self-articulation. Onkvisit and Shaw (1987) define this as the
outcome of a learned, continuous and active process that consolidates the ideas and feelings we
hold in relation to other people in a socially determined frame of reference. Batra and Homer
(2004) suggested that beliefs and personality assertions of endorsers need not be verbally and
explicitly stated in advertisements, but can be inferred by recipients. After watching an
advertisement the consumers try to find the meaning of the advertisement and associate the
same with the endorser and eventually transfer to the brand. Kamins developed the 'match-up'
hypothesis, which emphasizes the need for celebrities to be evaluated and selected in the context
of the brand values and image. In relation to product categories, Batra and Homer (2004) refer to
the existence of consumer schema for different products, which may influence the degree of
receptivity to messages delivered by celebrities. Products high in psychological or social risk may
provide the strongest evidence for the impact of celebrities on message transmission. McCracken
and Roth (1989) refer to the use of clothing as a code, a form of language that allows a message
to be created and (selectively) understood. While analyzing the major factors that are having
maximum impacts of successful endorsement, the followings are found out:

Consistency and long-term commitment: As with branding, companies should try to
maintain consistency between the endorser and the brand to establish a strong
personality and identity. More importantly, companies should view celebrity
endorsements as long-term strategic decisions affecting the brand. A global brand must
respect local needs, wants, and tastes while endorsing.

Prerequisites to selecting celebrities: Before signing on celebrities to endorse their
brands, companies need to ensure that they meet three basic prerequisites, namely the
endorser should be attractive, have a positive image in the society, and be perceived as
having the necessary knowledge (although it might be difficult for a celebrity to meet all
three prerequisites). Most of the prerequisites are already discussed in the previous
section of the article.

Celebrity–brand match: Consistent with the principles discussed earlier, companies
should ensure a match between the brand being endorsed and the endorser so that the
endorsements are able to strongly influence the thought processes of consumers and
create a positive perception of the brand. Tiger Woods endorsing the Buick brand makes
no sense at all. There is just no believability that Tiger is dying to drive a Buick. And
without believability a celebrity endorsement is worthless. The $40 million General Motors
reportedly paid Tiger for his 5-year contract ending in 2009 is not money well spent.
Kellogg’s opted out of a contract extension with Olympic swimmer Michael Phelps
several weeks ago, the company simultaneously ripped Phelps’ bong-hit photo as being
inconsistent with its image. “Kellogg is a family brand. How does Mom, who does the
family shopping, feel about Phelps?” said David Reeder, vice president of GreenLight
(2009), a brand and entertainment consulting firm.

Constant monitoring: Companies should monitor the behavior, conduct and public
image of the endorser continuously to minimize any potential negative publicity.

Selecting unique endorsers: Great brands represent great ideas. These brands
express the uniqueness of position to all internal and external audiences. Companies
should try to bring on board those celebrities who do not endorse competitors’ products
or other quite different products, so that there is a clear transfer of personality and identity
between the endorser and the brand. The controversy related to the endorser’s personal
or professional life mat hamper the associated brand image. Kobe Bryant's family-friendly
endorsement deals with Nutella and McDonald's came to a quick end after he was
accused of rape. Pepsi shied away from Madonna after her Like a Prayer video aired.

Timing: As celebrities command a high price tag, companies should be on the constant
lookout for emerging celebrities who show some promise and potential and sign them on
in their formative years if possible to ensure a win–win situation.

Myopic endorsement strategy: Most of the endorsement goes wrong due to myopic
vision of endorsement. The real problem is that too many brands have a myopic focus on
short terms sales and ‘awareness’. With this mindset they are logically driven towards ill
conceived celebrity endorsement campaigns. Virgin is a classic example of a brand that
hasn’t thought about its brand personality before matching with a celebrity. Virgin Media,
previously associated with the subtle Uma Thurman, has now opted for “in your face”
(according to Virgin media Chief James Kidd) Ruby Wax. Virgin clearly hasn’t
distinguished between its product sales and brand strategy

Brand over endorser (Vampire Effect): When celebrities are used to endorse brands,
one obvious result could be the potential overshadowing of the brand by the celebrity
(Martin Roll, 2006). Companies should ensure that this does not happen by formulating
advertising collaterals and other communications. 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. So, while
presenting the endorser, this should be kept in mind that Endorser is promoting the brand
not the vice versa. That's why Coca-Cola's idea of having Mean Joe toss his jersey to a
young boy in exchange for a bottle of Coke was brilliant. The commercial made charming
use of Mean Joe's image, but Coke was the star.

Celebrity endorsement is just a channel: Companies must realize that having a
celebrity endorsing a brand is not a goal in itself; rather it is one part of the
communication mix that falls under the broader category of sponsorship marketing.

Over dependency on celebrity: A celebrity is not a replacement for an idea. A brand
without a focus will never find the correct celebrity to match the brand.

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.

Trademark and legal contracts: Companies should ensure that the celebrities they hire
are on proper legal terms so that they don’t endorse competitors’ products in the same
product category, thereby creating confusion in the minds of the consumers.

Overall Management: The organization’s senior leadership must champion the brand,
ideally with the CEO leading the initiative. A leader’s continual articulation of the brand
philosophy and the brand’s view of the world is meant to give the celebrity endorsement
strategy a recognizable face.

Investment: Intangible assets, including brand, now comprise the majority of the value of
a company. These assets require capital investment like any other. Progressive
companies and enlightened management recognize the need for appropriate
communications spending.

The Brand endorsement team: Global brands demand a global brand management
team. This regional and international organization is in place to maintain brand leadership
through efficient and effective use of celebrity endorsement.

Feel Cultural Sensitivity: To go global with a brand, endorsement strategy should make
sure you understand cultural sensitivities.

Celebrity ROI: Even though it is challenging to measure the effects of celebrity
endorsements on companies’ brands, companies should have a system combining
quantitative and qualitative measures to measure the overall effect of celebrity
endorsements on their brands.
Advertising is one of the major factors behind the economic activity of a country as it not only
helps to stimulate consumption but also give models for lifestyles and value orientation (Polly and
Mittal, 1993). Celebrity ads are becoming very common and prominent phenomena in advertising
everywhere. Almost 25% of all American ads have celebrities in them (Stephens and Rice, 1998)
and this percentage is more than double, up to 70% in Japan (Kilburn, 1998).The effectiveness of
a celebrity endorsement strategy may be mediated by variables such as the celebrity/product fit,
the product and usage occasion, societal/cultural conditions and the volume of repetitive
advertisements featuring celebrities. While brand marketers with positive experiences would tend
to believe that celebrity endorsements work and some would disagree, but one would be sure
that the magnitude of its impact is difficult to measure even if sales figures are at our disposal. As
Ajzen and Fishbein (1980, p.5) put it, "Human beings are usually quite rational and make
systematic use of the information available to them... People consider the implications of their
actions before they decide to engage or not to engage in a given behavior." Celebrity
endorsement has a big impact on purchase decision. As per Neha Taleja (2005), Markets in
which advertising coordinates consumer purchases, celebrity endorsements are more likely
chosen for products that have either of the following: 
High price-cost margins

Large potential customer pools

The need to co-ordinate across diverse sets of customers.
This research also includes the endorser viewpoint of signing a contract with a brand. As
suggested by Zafer & Baker (2001), even though building-up a whole marketing communication
campaign around a celebrity(s) makes complete sense, most celebrities are reluctant to sign such
deals for four reasons.

They are very concerned about their exposure. Should they sign a deal for more than the
main media, they know their picture can be stuck all over the place and they would lose
control over their exposure.

They do not want to be too closely associated with a particular product that may cost
them other potential deals.

They are uncomfortable with some media, as they are motionless.

They may be unable to sign for some media as their previous deals prohibit them.
As per Zafer & Baker, Using multiple celebrities or a single celebrity partially depends on the time
scale a campaign is using to have impact. If the campaign has a long-term strategy, agencies
would be more careful because potential downsides are much more than potential upsides. A
Brand endorser 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. Friedman and
Friedman (1979) found empirical evidence that, in the promotion of products high in psychological
and/or social risk, use of celebrity endorser would lead to greater believability, a more favorable
evaluation of the product and advertisement, and a significantly more positive purchase intention.
Research Methodology
Questionnaire based sample analysis was the base of this study. The sample was believed to be
quite representative of the population, but nonetheless it was a convenience sample which may
be defined as ‘a form of non-probabilistic or purposive sample drawn on a purely opportunistic
basis from a readily accessible subgroup of the population (Baker 1990). A well framed set of
questioned were circulated through email to the target personnel or some interviews were
conducted over telephone, even few of them were face-to-face. Table-1 lists the twelve
participating companies where correspondents from different industries (IT, Telecom, Power,
Paints, Education, Advertisements, and FMCG etc) are interviewed. Interviews took place at
different agencies and at the icebreaking stage of every interview; managers were specifically
informed that this research was concerned with any kind of celebrity utilization (i.e. actors,
endorsements, testimonials, or spokespersons) in marketing communication activities. Interviews
over phone or face to face, were lasting on average over half of an hour.
Table-1 Participating Companies
Tech Mahindra Ltd.
CESC Ltd.
Siemens Information Systems Ltd.
Berger Paints
IBM India Ltd.
ITC India Ltd.
Green Ply
Techno India Group
Indian Institute Of Social Welfare & Business
Management
Field n focus
DHL
Nokia Siemens Network
Managers’ reasons for utilizing celebrity endorsers
Standing out or shorthand
Awareness or attention getting
Celebrity values define, and refresh the brand image
Celebrity add new dimensions to the brand image
Instant credibility or aspiration
PR coverage
Desperate for ideas
Convincing clients
According to managers, factors considered while selecting celebrities vary depending on how
celebrities are utilized; celebrity as the central feature, or celebrity for the added interest.
Selection criteria
1. Celebrity-Product Match
2. Celebrity-Target Audience Match
3. Celebrity Popularity
4. Celebrity Credibility
5. Celebrity Values
6. Celebrity Physical Attractiveness
7. Celebrity Regional & international Appeal Factors
8. Celebrity Controversy Risk
9. Multiple Endorsements
10. Costs of Acquiring the Celebrity
11. Fit with the Advertising Idea
12. Celebrity Availability
13. Celebrity should be Brand User
14. Consumer Influencing Advertisement
15. Previous Endorsements
16. Use of promotional Medium
17. Brand Image Formation capability
18. Interest of endorser
19. Endorsement management team
20. Unique Idea of promotion
The research was conducted using a questionnaire designed to understand consumers views on
celebrity endorsement, measuring their attitude toward ad, attitude toward brand and their
intentions to purchase the given product or service. The demographic factors including Gender
and age are taken as independent variables. The perceptual differences were measured with
respect to single celebrity ads and multiple celebrities’ ads. To measure consumer perception,
three variables were studied, attitude toward advertisement, attitude toward brand and purchase
intentions. The sample consists of 88% male while 12% female respondents, 21% were of age
between 18 to 21, 49% were of age between 22 to 26 while 30% were of age between 27 to 30.
72% of respondents had bachelor's degree while 28% had professional degree.
Statistical Tools Used
The non response bias was measured applying two statistical techniques. Firstly, Statistical
measure of higher order like Sample distribution analysis along with required regression
technique for modeling numerical data consisting of values of a dependent variable or response
variable of one or more independent variables are used. Secondly, telephonic conversations were
made with those respondents who either did not respond or provided incomplete response. In
most of these cases the reason for lack of response was low confidence level of participation
(Rajagopal, 2009). A second test for Non response bias examined the differences between early
and late respondents on the same set of factors (Armstrong, Overton 1977) & this assessment
also yielded no significant differences between early and late respondents.
Data Analysis
Through this research, we found that the success of a brand through celebrity endorsement is a
cumulative of the following 20 attributes which were presented in the questionnaire as selection
criteria. While analyzing the major factors that should be kept in mind while selecting an endorser,
the following results came out from the research:
With the increasing complexity of global business, clear and structured decision criteria is
required for managing the celebrity endorsement strategy. The US has a popular index, called the
Q score, that summarises various perceptions and feelings that consumers have in the form of
likeability measurements. The index could be based on a rating that takes into account agreed
parameters/attributes, past-present media coverage/favourability and relevance, ground situation
in terms of successful/unsuccessful seasons/tenures, future prospects, etc. The closest thing to
this that exists today in more advanced manner is the Davie-Brown Index, developed by DavieBrown Entertainment and i-think Inc. This index evaluates the worth of celebrities through a
systematic and controlled method that resembles financial brand valuation and forecasting.
The Davie-Brown Index uses eight criteria in its evaluation:
1.
2.
3.
4.
5.
Appeal
Notice
Trend setting
Influence
Trust
6. Endorsement
7. Aspiration
8. Awareness
The Top Rated New York Celebrities
Overall
Name
Rank
Appeal Influence
Micheal J Fox
4
87.3
76
Tom Brokaw
14
80.3
75
Whoopi
Goldberg
21
75.3
66.1
Drew
78.6
69
Barrymore
27
Robert De Niro
29
84.3
71.8
Paul Newman
70
84.5
70.9
Donald Trump
103
55.5
65.1
Martha Stewart
118
55.5
60.2
Chris Rock
159
75.1
69.9
Katie Couric
192
71.4
67.6
Trust
75.9
73.5
63.7
63.9
68.2
73.7
53.5
46.7
60.6
63.9
(From http://nymag.com/)
ICM Research interviewed a random sample of 1,000 adults aged 18+ by telephone on February
22-24th, 2002. Interviews were conducted across the country and the results have been weighted
to the profile of all adults. A third (32%) of those surveyed by ICM say that celebrity endorsement
makes them feel more positive towards retailers. This rises to 59% among 18-24 year olds while
those aged 65+ are less moved at 9%. However, one in five (22%) say that it makes them feel
less positive (rising to 32% among 65+'s).
% of age groups that w atch online/mobile
video once a w eek or more
40%
30%
20%
10%
0%
16-20
25-34
35-44
45-54
55-64
65+
Source:BBC/ICM
According to NPD Group Research, less than 1% of images consumers see daily (30 of 3,156)
reach conscious behavior. Thus celebrity endorsement has become a popular approach in the
branding process both in terms of gaining and keeping attention and in creating favorable
associations leading to positive brand knowledge and distinct brand images.
As statistical proof, Nike golf balls, since the company signed Tiger Woods in 1996, have seen a
$ 50 million revenue growth. Nike's golf line grossed more than $ 250 million in annual sales. In
2000, he re-negotiated a five-year contract estimated at $ 125 million. The Jamie Oliver deal with
Sainsbury was said to have resulted in an extra £1 billion in sales. Gary Lineker and assorted
celebrity chums pushed Walkers Crisps profits up by 105%. Indian Titan Watches used another
leading Bollywood icon Amir Khan to endorse the brand. The campaign helped Titan achieve a
growth of 45% in volume sales and 52% in value. According to Pooja Jain, Director, Luxor Writing
Instruments Ltd. (LWIL), post-Bachchan Parker's sales have increased by about 30 per cent.
Lord Sharman, chairman of Aviva, defended the move arguing that the company's brand
awareness had grown from 35% to 80% as a result of the TV ads, created by Abbott Mead
Vickers, feature celebrities who changed their names before becoming internationally recognized.
Microsoft armed with extensive advertiser and publisher portfolio, BAT conducted a study where
ad campaigns featuring (video and still) images of athletes were tested against the same ads with
no endorsement, the study found:

A 180% increase in unaided brand awareness, highlighting the ability of endorsement
ads to fundamentally "register" with consumers;

A 56% improvement in message association, where participants correctly absorbed the
attributes of tested products and services;

A 39% improvement in brand favorability, demonstrating how positive associations about
an athlete carry over to brands;

A 27% increase in purchase intent, a measure that speaks to brand and behavior goals.
200
180
180
160
140
120
% of
100
Increment
80
56
60
39
40
27
20
0
Brand
Aw areness
Brand
Brand
Association
Favourability
Impact Area
Purchase Intent
"In 2001, 25% of all advertising dollars were spent on ads carrying celebrities. In 2008, that
percentage has gone up to 60% of all ad dollars spent," exclaims Percept's Porwal.
There has been a 49% growth in celebrity endorsement advertising volumes on just TV during the
year 2007 as compared to the previous year. There were in total 745 celebrity endorsements in
2007 as against 499 in 2006. Today, the celebrity endorsement industry is worth INRs.550 crore
and is growing at high double digit growth rate ranging between 60- 80%.
Experts predict the growth rate to touch even triple digits, soon. Sanjeev De, agency head,
Saatchi & Saatchi Delhi, also expresses his need for statistics in this regard as, "There is a great
deal of science involved in picking-up a brand ambassador and it cannot function without that."
A typical super-market in USA displays more than 12000 brands, an American family has at least
one television set and a consumer is exposed to around 1000 ads per day. Likewise, there are
around 130 television channels in India broadcasting over 3 million television commercials each
year in India. The media-explosion can thus be easily demonstrated. More over, people forget
80% of the information in just 24 hours! Just imagine the plight of the marketer to make his brand
shout over the deafening clutter of all the brands! Some where in the 80's, Indian marketers found
the solution, 'Celebrity Endorsement' for the brand! (Sanyukta A. Kulkarni Sahir U. Gaulkar, 200507).
Major Findings
At the theoretical level, the research finds that the celebrity endorsement strategy has become an
important component of marketing communications strategy for firms in today’s competitive
environment. For practitioners, the findings highlight some of ‘dos and don’ts’ of celebrity
endorsement strategy. In a way, these findings provide guidelines for managers planning to utilize
and execute celebrity-based campaigns.
Through analysis and research, the following factors are revealed: 
The celebrities' acceptability, availability, regional appeal factors, popularity,
attractiveness, image, belief system are some other important factors on the impact of
celebrity endorsement on brands.

The customer wants a variety of aspects from the endorsement like the credibility and
acceptability of the endorser.

Multiple endorsements create cluttering the minds of the consumer.

In case of multiple endorsements by a celebrity, the success of celebrity endorsement for
a particular brand depends entirely on the power of the brand.

Apart from financial gains from the endorsements, brand and own image matching is also
vital from celebrity’s point of view.

Professional & planned performance of the endorser is important in deciding the success
of the endorsement.

Association of the celebrity with a controversy or ill-behavior can cause negative impact
to the endorsements.

A celebrity endorsement is useful in the Indian scenario. The amount of impact of the
effect varies with the celebrity and the product profile.
Celebrity endorsements cannot replace the comprehensive brand building processes.
Through research and analysis, this paper emerges with a 20-point model which can be used as
blue-print criteria and 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 20 factors discussed in the model. This analysis is
based on the model prescribed by Neha Taleja (2005) and Infilmarena.
CelebrityProduct
Match
CelebrityTarget
Audience
Celebrity
Popularity
Celebrity
Credibility
Celebrity
Values
Celebrity
Physical
Attractiveness
Celebrity
Controversy
Risk
Celebrity
Regional &
international
Multiple
Endorsement
s
Fit with the
Advertising
Idea
Celebrity Endorsement Model
Costs of
Acquiring the
Celebrity
Celebrity
Availability
Celebrity
should be
Brand User
Consumer
Influencing
Advertisemen
Previous
Endorsement
s
Proper use of
promotional
Medium
Brand Image
Formation
capability
Endorsement
management
team
Unique Idea
of promotion
Interest of
endorser
20 Attributes of effective celebrity endorsement
1. Celebrity-Product Match
The match-up hypothesis proposes positive effects of a congruent association between a
celebrity and a product being promoted (Kahle and Homer 1985) & posits that the level of
celebrity/product congruence will influence celebrity endorsement effectiveness through (1) the
process of consumer attributions of the celebrity's motive for associating him or herself with the
particular product and (2) the subsequent effects of these attributions on the consumer
evaluations of the endorser, the ad and the brand involved in the endorsements. 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.
2. Celebrity-Target Audience Match
Celebrity is the mouthpiece for a brand in communicating messages to target audiences rather
more effectively than any other voice (Zafer, Baker, 1999). The personalities of celebrities are
very strong and they can rapidly change perceptions of a brand. Endorsers who have
demographic characteristics similar to those of the target audience are viewed more viable and
persuasive (kamins, 1994). Indian TV star 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. 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:
Compliance infers that another individual or group of individuals influences an individual cause
he or she hopes to achieve a favorable reaction from this other group.
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.
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. 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.
3. Celebrity Popularity
Empirical finding support the fact that celebrities have positive effect on both attitude toward ad
and brand (Ohanian, 1990). These results are in favor of celebrity endorsers because they are
widely recognized, are perceived to be more credible and produce greater influence on evaluation
of brand and its purchase intentions (Cohoi and Rifon, 2007; Atkin and Blok, 1983; Ohanian,
1990; Ohanian, 1991). The lifecycle of celebrity popularity varies a lot. People tend to
commensurate the personalities of the celebrity with the brand thereby increasing the recall value
Celebrity. Brand association like Garnier endorsed Tara Sharma & Simone Singh, Agni Diamonds
& Riama Sen don't get much brand recall. On the other hand, HPCL has had increased popularity
and share of voice due to the endorsement of the brand through Tennis star Sania Mirza..
4. Celebrity Credibility
The most important aspect of celebrity endorsement is credibility. In a research carried out by
Infilmarena, a brand and advertisement group, 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). The credibility components are interconnected with other traits of the celebrity and the
image dimension which reflects good qualities e.g. pleasant, wise, educated etc. produce sincere
and positive perception of the celebrity in consumer minds (Choi & Rifon, 2007). Credibility is the
most important criteria in choosing a celebrity endorser by the firm which is followed by familiarity
and likeability and at last we have gender, and in credibility expertise is the most important piece
which is followed by trustworthiness and than attractiveness (Knott & James, 2004). The
celebrities that were perceived as having constant media coverage are trusted more than the
celebrities who are not in the constant spotlight (Friedman, Santeramo, & Traina, 1978). 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. Research conducted by social psychologists over the past 30 years demonstrates that a
source perceived as highly credible is more persuasive than a low credibility sender (Hovland and
Weiss, 1951; McGuire, 1969; Hass, 1981). The sources that companies use to present their
advertising message typically attempt to project a credible image in terms of competence,
trustworthiness or dynamism.
5. 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? Another 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). 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.
6. Celebrity Physical Attractiveness
Physical attractiveness of the endorser may be central in context with change in attitude of the
customer (Kahle & Homer 1985). The celebrity endorsements based on the attractiveness of the
endorser most of the time produces positive effect on consumers. In general attractive endorsers
are more effective promoters than unattractive endorsers (Till & Busler, 1998). The target
audience is more familiar to the attractive celebrities and these celebrities are more likable
(Miciak & Shanklin, 1994). Most advertisements use attractive celebrities and the consumers are
accustomed to see pretty people in ads that is why the physical attractiveness and
trustworthiness of a celebrity were not significantly related to the purchase intentions but the
expertise is (Ohanian, 1991). Involvement enhances the recall of the product and it also
enhances the recall of the brand (Petty & Cacioppo, 1980). There is a strong effect of celebrity
attractiveness as well as interaction of likeability, involvement, and sex on the recall of the
product.
7. Celebrity Regional & international Appeal Factors
In a market with a very high proliferation of local, regional and international brands, celebrity
endorsement was thought to provide a distinct differentiation. While selecting an endorser its
regional effect always comes into play. Where as while going global, the celebrities should be
chosen in such a way that can create a global overall impact. In this respect, a planning director
believed that celebrities with international recognition were more valuable internationally than
nationally as the need for instant shorthand is greater in the international arena. For example,
Jack Dee and John Smith’s no nonsense straight-talking pint of beer campaign would not make
sense in countries where Jack Dee is not known due to the fact that Jack Dee would be seen as
an ordinary consumer. Developing international campaigns was deemed to be a difficult task
because of cultural differences. An 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,
8. Celebrity Controversy Risk
Association of the celebrity with a controversy or ill-behavior can cause negative impact to the
endorsements. 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. Siyaram Silk Mills Ltd. (Siyaram), one of India's leading textile companies, was also
affected badly by South African Cricket Captain Hansie Cronje match fixing controversy. Ann
Green (2009), senior vice president at Millward Brown, said, "In the past few years, we have seen
a slight decline in the use of celebrity endorsements and that is in part due to the risk associated
as well as the necessary investment."
9. 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. For example, in case of Sachin
Tendulkar people recall Pepsi, TVS Victor and MRF, but might not remember brands like
Britannia and Fiat. Thus, for multiple endorsements where the same celebrity endorses several
brands, it boils down to the strength of the brand and the advertising content. As per Zafer &
Baker, Using multiple celebrities or a single celebrity partially depends on the time scale a
campaign is using to have impact.
10. Costs of Acquiring the Celebrity
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 Indian cricketer Sachin Tendulkar's price is believed to be between Rs. 2.0-2.5 crore
per endorsement, and Oscar winning musician A. R. Rehman, who had signed up with AirTel, is
believed to have picked up Rs. 1.75 crore.
11. 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 strategic
motives. One of the most successful celebrity endorsement campaign which reflects the fit
between the brand and the 360 degree advertising fit is 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. Celebrities do
have some common characteristics which include their recognition, their status or their popularity
but each celebrity may have his or her own unique image or cultural meaning which has been
identified by McCracken (1989).
12. Celebrity Availability
Due to multiple endorsements by certain celebrities, brands refuse to adopt celebrity
endorsement since they fear dilution of the brand image. So, prior to the endorsement, availability
should be judged.
13. Celebrity should be Brand User
To make an endorsement successful, the customer should believe in the endorsement. If the
endorser using a brand and promoting a different brand in the advertisement, may create a
nonsense image to the customer. One of the most successful campaigns has been executed by
PETA in which celebrities like Shilpa Shetty, Amisha Patel, Yana Gupta, Sheetal Malhar, Mahima
claimed to believe in PETA's philosophy, and thereby endorse the brand. On the other hand,
while some would understand that Amitabh Bachchan would have never used Navratan Tel.
Britney Spears who endorsed one cola brand and was repeatedly caught drinking another brand
of cola on tape.
14. Consumer Influencing Advertisement
The advertisement also should be well made and designed to portray the actual image of the
brand and to convey the message intended to transfer to target audience. The director of the adfilm should be well chosen and the endorser should be a good actor. Generally, workshops are
arranged to train the endorser to act as desired by the director. Sometimes due to poor
performance in the advertisement, the promotion attempt fails although the celebrity was perfect
for the brand.
15. Previous Endorsements
While endorsing a celebrity, his/her prior endorsements should be monitored carefully. This will
help in analyzing celebrity’s dedication, professionalism and credibility as well as will help in
evaluating the impact. Endorser campaigning for the similar line of products should not be
endorsed. Even for an endorsing brand, its prior engagements with same or different celebrities
should be kept in mind.
16. Proper use of promotional Medium
The most preferred medium for celebrity endorsement strategy was television although using
several media was seen as an effective way to get good return on investment since celebrity fees
are usually high. Using multiple celebrities or a single celebrity depends on the time period over
which a campaign is planned to have impact, campaign budget, and variance in target audience
characteristics. Other medium like radio, hoarding, poster, news paper etc can also be used to
promote the advertisement. While using audio medium, the celebrity voice should be well known.
If Indian Cine star Amitabh Bachchan promotes something on air, most of the Indian can identify
where as very few can identify the voice of Indian soccer captain Bhaichung Bhutia if he is
endorsed for the same.
17. Brand Image Formation capability
Both theoretical and empirical research on the subject clearly indicates that celebrity product
endorsement is a form of co-branding, which influences brand image through meaning transfer
from the endorser to the endorsed brand. Celebrity-product congruence has a positive impact on
brand image, which in turn has a positive impact on brand equity. Baran and Blasko (1984)
explained, "Since most products aren't special, most advertising does all that so-called image
stuff... There's no information about the product, there's only information about the kind of people
who might be inclined to use the product." (p.13). This view is echoed by Feldwick (1991) who
has suggested that the subjective experience of using a brand can be different from the
subjective experience of using an identical product without the brand reassurance. In the case of
using celebrity advertising to build brand image, the effects are examined with a social
psychological framework.
18. Interest of endorser
An endorsement became most successful when the endorser is also interested in the association
with the brand not only for financial benefit, but also for his/her own image building also. Several
celebrities have ventured into the fashion and accessories businesses and more are on the way.
Jennifer Lopez, Sean Combs, and Jessica Simpson all have clothing lines; Victoria Beckham
designs jeans; Elizabeth Hurley has launched a swimwear brand while Kylie Minogue already has
a flourishing lingerie brand, called Love Kylie. In addition, the list of celebrities that have launched
perfumes named after them is steadily increasing: Jennifer Lopez, Britney Spears, Paris Hilton,
Celine Dion, Mary-Kate and Ashley Olsen, Cindy Crawford, etc. Major stars do not really work for
the endorsement fee, but are motivated by genuine affection for the product (Kamen et al, 1975).
19. Endorsement management team
Global brand endorsements demand a global brand management team. This regional and
international organization is in place to maintain brand leadership through proper effective
celebrity endorsements. Companies with large brand portfolios tend to have separate managers
for each brand and its promotion. Regardless, global brand managers have the authority and
resources necessary to implement key decisions based on performance measurement. The
brand management team reports to a senior executive officer of the company.
20. Unique Idea of promotion
Great brand endorsement represents great ideas at right time. These brands express the
uniqueness of position to all internal and external audiences. They effectively utilize all elements
in the communications mix to position themselves within and across international markets. Apple
has creatively addressed its marketing mix while ensuring its people embody its most ownable
and beneficial brand attribute: innovation. The innovative advertisement planning, promoting,
selection of animation, identification of media – all contribute to the success of the celebrity
endorsements.
Management Value
Businesses have long sought to distract and attract the attention of potential customers that live
in a world of ever-increasing commercial bombardment. Everyday consumers are exposed to
thousands of voices and images in magazines, newspapers, and on billboards, websites, radio
and television. Celebrity endorsements give a brand a touch of glamour and the hope that a
famous face will provide added appeal and name recognition in a crowded market. In the battle
for the mind, you get the customer excited by showing him a known face, and an effective
demand is created. In short it helps increase the recall value of the brand. A piece of research
states that the Indian target audience age group of 15-30 gets influenced first by cricketers, then
Bollywood stars and only then music, festivals and food (Hindu Business Line, 2003). D. Garg,
Vice-President (Marketing), Dabur India Ltd quotes, "A celebrity does help in increasing brand
sales, but only if he/she is selected carefully and used effectively. The personality of the brand
and the celebrity have to complement each other and the selection of the celebrity is, therefore,
very important." As statistical proof, Nike golf balls, since the company signed Tiger Woods in
1996, have seen a $ 50 million revenue growth. Nike's golf line grossed more than $ 250 million
in annual sales. In 2000, he re-negotiated a five-year contract estimated at $ 125 million. So, it
can be concluded that celebrity endorsement is recognized as a potentially potent tool in
business communications, with celebrities viewed as more powerful than anonymous models and
campaigns tending to verbalize the meaning of the celebrity in relation to the brand (Brian
Moeran, 2003).
Limitation of the study
This Study is conducted in India and all the questionnaire based analysis that is done are all from
Indian professionals. This research was exploratory and had a relatively small sample size; there
is a need for confirmatory research with a larger sample testing hypotheses derived from the
findings presented in this paper. Another limitation of research is that our findings for nonaspirational celebrities are not significant. Another primary limitation is related to the
generalization of the research results. Most important generalization issue is related to sample.
Scope for future work
The study was exploratory in nature and suffered from certain constraints and limitations such as
geographic limitation (mainly Indian scenarios are taken into account), strategic brand
management taken in a limited sense (i.e., limited discussion on financial aspect) and neglecting
e-marketing/branding aspect. Nevertheless, the above study leaves an immense scope for
carrying out further research in the following areas:

To carry out similar study from the advertiser’ perspective and comparing that with the
customers’ perspective

To establish a more definite correlation between celebrity impact on brand equity and
relation with customer's psychology.

To carry out study on other possible aspect of endorsements.

To carry out studies in other geographic areas i.e., in other nations and include all
possible industries to find out whether there is any significant difference in the impact on
the customers who are geographically separated.

To carry out more detailed study and statistical research on the overall brand equity
building mechanism with the help of celebrity endorsement
Conclusion
Advertising is seen as playing a manipulative and merciless role in the emerging brandscape,
seeking to transform customers into the personification of brand identity. Keller emphasizes the
need for a structured approach based on sound research in order to manage brands strategically
and to generate optimum value both in terms of asset valuation and marketing efficiency. To
achieve this effectively, value for the brand has to be created and managers must have the
knowledge and expertise to exploit this value by developing profitable brand strategies. Overall
research points to accumulated positive influence over the audience's recall and purchase
intentions, with celebrities deemed more effective than using a typical consumer or expert.
Successful celebrity/brand partnerships have resulted in significant gains in income for brand
owners. The micro factors such as the need for interactivity, the degree of control exercised by
consumers over messages received and increasing media fragmentation render celebrity
endorsement a valid strategy. Careful management of brand image that impacts on brand
associations stored in consumer memory is critical to a successful strategy. This study shows that
consumers report higher self-brand connections for brands with images that are consistent with
the image of a celebrity that they aspire to be like, particularly in the case when the image of the
celebrity and the brand match. Study also examines how self-brand connections are formed.
Celebrity endorsement effects are moderated by brand symbolism, such that brands that
communicate something about the user yield stronger effects than brands that do not. In the case
of aspirational celebrities, the positive effect of image congruency is stronger for those brands
that are perceived to communicate something symbolic about the brand’s user compared to those
brands that do not. This finding is an important demonstration that consumers are motivated by
their self-needs to utilize brand associations derived from celebrity endorsement in a contingent
fashion to construct and present their self-identities.
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