celebrity endorsement

48 Journal of Marketing & Communication

Celebrity Selection & Role of Celebrities

in creating Brand Awareness and Brand

Preference - A Literature Review

Supriyo Patra* and Saroj Kumar Datta**

*Assistant Professor, Department of Business Administration, West Bengal, AFFILIATION: St. Xavier’s College (Autonomous)

**Professor and Director, Vellore Institute of Technology Business School, VIT University, Vellore, Tamil Nadu

In India it has become a common

phenomenon now among advertisers

and their advertising agencies to use

Indian Celebrities for promoting their brands.

Celebrities are considered as “any individual

who enjoys public recognition and who uses

this recognition on behalf of a consumer

good by appearing with it in an

advertisement” (McCracken 1989).

I have considered this definition of celebrity

in my study and it encompasses Indian Film

Stars and Indian Cricketers. In our study the

term “Celebrity” will encompass a variety of

endorsements including those in explicit

mode “I endorse this product”, the implicit

mode “I use this product”, the imperative

mode “You should use this product” and

the co present mode “the celebrity appears

with the product” (Mc Cracken 1989).

Branding has been around for centuries as a

means to distinguish the goods of one

producer from those of another (Keller 2007).

According to the American Marketing

Association (AMA) a brand is a “name, term,

sign, symbol or design, or a combination of

them, intended to identify the goods and

services of one seller or group of sellers and

to differentiate them from those of

competition” (Keller 2007).

Brand Awareness consists of brand

recognition and brand recall performance

(Keller 2007). Brand recall relates to

consumers’ ability to retrieve the brand from

memory when given a relevant cue (Keller

2007).

Brand Awareness also involves linking the

brand-brand name, logo, symbol and so forth-

to certain association in memory (Keller

2007). Brand Recall can further be classified

as unaided recall and aided recall (Keller

2007).

In unaided recall consumer recall the brand

unaidedly where as in aided recall various

types of cues are presented to help the

consumer recall the brand (Keller 2007).

Top- of- Mind awareness means the first

brand that the consumer can unaidedly

recall.

Brand Preference or attitudes can be

regarded as a consumers’ predisposition

towards a brand that varies depending on

the salient beliefs that are activated at a

given point in time (Fishbein and Ajzen

1975; Mitchell and Olson 1981).

Motivation

In Indian context it is evident that the Hindi

Film Stars (HFS), actors and actresses from

the Hindi Film Industry (Bollywood) in

Mumbai and the Indian Cricketers (IC) are

the most sought after celebrities among

advertisers as brand endorser. A study

conducted by AdEx India, a division of

TAM media research reveals that

Bollywood actors and actresses accounted

The phenomenon of celebrity endorsement has attracted a lot of attention from researchers across the globe. It

has been studied from different perspective in different cultural context. In the Indian context, this phenomenon

started gaining prominence with the opening of our economy in the early 1990’s. The Hindi film stars from

Bollywood and the Indian cricketers are the most prominent celebrities and are in great demand among

advertiser and their advertising agencies as brand endorsers. The primary focus in this paper is to present a

comprehensive review of literature about the various models available for selecting a celebrity as well as about

the role of celebrities in creating brand awareness and brand preference among the target audience. The paper

also highlights the brand endorsement details of the 20 Indian celebrities selected for the study. The findings

show that prominent models used for celebrity selection are the Source Credibility Model, Source Attractiveness

Model, Meaning Transfer Model and “Q” rating score. It is interesting to see that Multiple Brand Endorsement

is a common phenomenon among Indian celebrities across different product categories.

September - December 2012 Vol. 8 Issue 2 49

for 87% share of celebrity endorsement on Television followed by Sports Person (10%) and Television actor and actresses during

2010.

Table 1

Celebrity Endorsement on TV in 2010.

The Hindi Film Stars (HFS) and the Indian

Cricketers (IC) are occupying huge amount

of advertising space and time as brand

endorser in different mass media. The Hindi

Film Stars (HFS) and the Indian Cricketers

(IC) are also charging huge amount of money

as their brand endorsement fees.

Approximately 20% of all advertisements use

some form of celebrity endorser to inform

and persuade the consumers (Agrawal and

Kamakura 1995). Hindi Film Stars (HFS) and

the Indian Cricketers (IC) are also endorsing

many brands in different product categories.

Objectives

The paper is developed keeping the

following broad objectives in mind.

• The First Objective is to undertake a

comprehensive Review of literature


about the phenomenon of Celebrity

endorsement focusing on celebrity

selection model, effect of celebrity

endorsement on Brand Awareness-

Recall and Brand Preference.

• The Second Objective is to identify

Research Gaps based on review of

literature and present the scope for

future work.

• The Third Objective is to highlight the

Brand endorsement details of 10 Hindi

Film Stars (HFS) and 10 Indian

Cricketers (IC).

Literature Review

The phenomenon of celebrity endorsement

has attracted a lot of attention from

researchers from across the globe. The

phenomenon has been researched from

different dimension including selection of

celebrities (Banyte 2011), effect of celebrity

endorsement on Brand Awareness, Attitude

towards the advertisement, and Attitude

towards the brand and purchase intention

(Agrawal 1995; Rajeswari 2010; Balakrishnan

2011), Celebrity endorsement and its impact

on sales (Jain 2011) single vs. multiple

products and multiple celebrity endorsement

(Hyun Um 2008).

I have focused mostly on reviewing those

studies that dealt with Celebrity selection

and effect of celebrity endorsement on brand

awareness-recall and brand preference

keeping the objectives of this paper in mind.

Celebrity Selection Models- A Literature

Review

Based on review of existing literature on

celebrity endorsement I came across

prominent models in the field of celebrity

selection namely the Source Credibility

Model (Hovland, 1953; Ohanian, 1990);

Source Attractiveness Model (McGuire,

1985; Ohanian, 1990); Match Up Hypothesis

(Kamins, 1990; Till and Busler, 1998);

Meaning Transfer Model (McCracken,

1989); and performer’s ‘Q’ rating technique

are commercially available to select and

evaluate entertainment and sports celebrities

(Finkle, 1992; Belch and Belch, 2001; Shimp,

2003).

In the beginning of the 21st century selecting

celebrity endorsers is a challenging task for

advertiser and their advertising agencies in

Indian context. Researchers have attempted

to develop models to help in selecting

appropriate celebrity endorsers. The Source

Credibility Model (Hovland, et al.1953)

explained that the effectiveness of a message

depends on perceived level of expertise and

trustworthiness in an endorser (Hovland and

Weiss 1951; Hovland, et al. 1953; Dholakia

and Stemthai, 1977; Ohanian, 1991; Solomon,

1996).

Information from a credible source/ celebrity

can influence beliefs, opinions, attitudes

and/or behaviour through a process called

internalisation, which occurs when receivers

accept a source influence in terms of their

personal attitude and value structures

(Erdogan, 1999).

“Source Credibility” is a term commonly used

to imply a communicator ’s positive

characteristics that affect the receiver’s

acceptance of a message (Ohanian, 1990).

This model has two dimensions namely

expertise and trustworthiness.

Expertise has been defined as “the extent to

which a communicator is perceived to be a

source of valid assertions” (Hovland et. al

1953). It refers to the knowledge, experience

or skills possessed by an endorser. It does

not really matter whether an endorser is an

expert; all that matters is how the target

audience perceives the endorser (Hovland,

et al. 1953; Ohanian1991). It is clearly evident

from review of existing literature that

celebrity expertise as a branch of celebrity

endorsement has been comprehensively

studied from different aspects by researchers

(Hovland et al 1953; Bhur, Shimpson and

Pryor 1987; Ohanian 1991; Till 1998; Till and

Busler 2000).

Trustworthiness has been defined as “the

degree of confidence in the communicator’s

intent to communicate the assertions he

considers most valid” (Hovland et. al 1953).

Trustworthiness refers to the honesty,

integrity and believability of an endorser.

Source attractiveness model is a component

of the “Source Valence” model of McGuire

(Ohanian 1990). According to this model the

effectiveness of a message depends on

source’s “familiarity”, “likability”,

“similarity”, and “attractiveness” to the

respondent (McGuire 1985).

Similarity is defined as a supposed

resemblance between the sources and the

receiver of the message. Familiarity is defined

as knowledge of the source through

exposure, and Likability as affection for the

source as a result of the source’s physical

appearance and behaviour.

Attractiveness does not mean simply

physical attractiveness, but includes any

number of virtuous characteristics that

consumers might perceive in a celebrity

endorser for example, intellectual skills,

personality properties, lifestyles etc.

Source attractiveness has also been studied

from different perspective by researchers

(Kahle and Homer 1985; McGurie 1985;

Kamins 1989; Kamins 1990; Till and Busler

2000).

The “Match up Hypothesis” or link between

a celebrity and the endorsed brand has been

researched from different perspective.

(Kamins 1990; Till & Busler 1998) .The

Product Match-up Hypothesis maintains

that messages conveyed by celebrity image

and the product message should be

congruent for effective advertising (Forkan

1980; Kamins 1990). Another study

highlighted that the determination of the

match between celebrity and brand depends

on the degree of perceived ‘fit’ between

brand (brand name, attributes) and celebrity

image (Misra and Beatty 1990).

Kamins (1990) argues in his study that an

attractive model inclusion in an

advertisement may in some consumer minds

intrinsically prompt the idea that use of a

brand endorsed by a celebrity will enhance

attractiveness as it did for the celebrity,

hence, provide adaptive information.

The match-up hypothesis predicts that

attractive celebrities are more effective when

endorsing products used to enhance ones

attractiveness (Kahle and Homer 1985;

Kamins 1990). Another study revealed that


special attention should be made to employ

celebrities who have direct connection with

their endorsed product and who are

perceived to be experts by the target

audiences (Ohanian 1991; Till and Busler

1998).

It is seen that neither the source - credibility

and attractiveness - nor the match-up

research is adequate in providing a heuristic

for appropriate celebrity endorser selection

(DeSarbo and Harshman 1985).

The Source credibility model is criticized by

(McCracken 1989) and he presented the

Meaning Transfer model as an alternative.

Celebrity endorsements are special examples

of a more general process of meaning transfer

(McCracken 1989). The cultural meanings

residing in a celebrity go beyond the person

and are passed on to the products

(McCracken 1989; Brierley 1995).

There are three stages involved in the

meaning transfer model namely the

formation of celebrity image, transfer of

meaning from celebrity to product and finally

from product to consumers (Figure1).

Figure 1

Meaning Transfer Model of Mc. Cracken

According to McCracken (1989), meaning

begins as something resident in the

culturally constituted world, in the physical

and social world constituted by categories

and principles of the prevailing culture.

According to McCracken’s (1986) theory of

meaning movement, symbolic properties of

the celebrity first become associated with

the brands the celebrity endorses. Next, these

symbolic meanings are transferred from the

celebrity to consumers as they select brands

with meanings congruent with their self-

concept. When the symbolic properties

associated with brands via celebrities are

used to construct the self or to communicate

the self-concept to others, a self-brand

connection is formed. McCracken (1989)

model of meaning transfer may at first seem

a merely theoretical concept but its

replicability to real life was demonstrated by

two studies by Langmeyer and Walker

(1991a. 1991b). Empirical test of Meaning

Transfer Model (McCracken 1989) was also

carried out by (Escalas and Bettman 2009).

Two studies that provided empirical support

for the notion that brand endorsement by

celebrities with an image that consumers

aspire to obtain enhances consumers’ self-

brand connections, whereas brands

endorsed by celebrities that consumers do

not aspire to be like detracts from such

connections (Escalas and Bettman 2009).

These effects are augmented when there is a

match between the celebrity’s image and the

brand’s image. These effects are also

moderated by the degree to which the

brands are symbolic, that is, communicate

something about the user. The effects are

augmented when consumers feel an

increased need for self-enhancement, in

response to a threat to self-esteem (Escalas

and Bettman 2009).

Evidence of selecting celebrities based on

their familiarity and popularity among the

target audience is found in the existing

literature. Given the high costs associated

with using celebrity endorsements, marketers

have relied on rating systems to evaluate

the potential value added of celebrity

endorsers (Costanzo and Goodnight; 2005).

Marketing Evaluations, Inc.

(www.qscores.com) provides such rating

system. The Performer Q-ratings have been

commercially available to evaluate

entertainment celebrities (Finkle, 1992; and

Belch and Belch, 2001; Shimp, 2003) while

Sport Q-ratings have been commercially

available for the rating of sport celebrities.

In both cases, Q Scores are rankings

determined by the company that have


become the industry standard for measuring

familiarity and appeal of performers,

characters, and sports personalities,

broadcast and cable programs as well as

company and brand names. (Belch & Belch

2001).

The ‘Q’ score answers the question “how

appealing is the person among those who

do know him or her?” To help select the right

celebrity endorser many companies and their

advertising agencies can rely on “Q” ratings

that are calculated by conducting surveys

among the target audience.

The respondents are asked to indicate two

things first, whether they have seen /heard

about the selected celebrities? Secondly, if

yes, then the respondents are asked to rate

the celebrities on a scale that includes One

of my favourite, Very Good, Good, Fair, or

Poor (Belch and Belch, 2001).

‘Q’ score is calculated by taking the

percentage of respondents who indicate that

a celebrity is “one of my favourite” and

dividing that number by the percentage of

respondents who indicate that they have

heard of that celebrity (Belch and Belch,

2001).

The Familiarity score indicates the

percentage of people who have heard of the

celebrity. “One of my Favourite” score is an

absolute measure of the appeal or popularity

of a celebrity. A study conducted with

Lithuanian sports celebrity in non-sport

product advertising (Banyte et. al. 2011)

presented various models in celebrity

selection in a table form as presented below.

Table 2

Models for selection of a Celebrity Endorser

Authors Model Description

Ohanian (1991), Johansson & Sparredal (2002), The Source Credibility Selection of the celebrity endorser depends on his/her

Ericsson & Hakansson (2005), Clow, James, Model Credibility that can be explained by expertise

Kranenburg & Berry (2006), etc. and trustworthiness.

Tellis (1998), Johansson & Sparredal (2002), The Source Suggests evaluating attractiveness of the celebrity that

Ericsson & Hakansson (2005), etc. Attractiveness Model depends on three attributes: similarity, familiarity and liking.

Ericsson & Hakansson (2005), Shimp (2007), Q - Ratings Q- Rating of a celebrity is calculated based on his/her

Belch & Belch (2001), etc. popularity and familiarity.

Shimp (2000), Bergstrom & Skarfstad (2004), The TEARS model Says that when selecting an endorser, two general attributes

Ericsson & Hakansson (2005), etc. are the most important: credibility, which depends on

trustworthiness and expertise; and attractiveness, which

consists of three related ideas: Physical attractiveness,

respect and similarity.

Shimp (2000), Bergstrom & Skarfstad (2004), The No TEARS model Selection of celebrity endorser depends on his/her

Ericsson & Hakansson (2005), etc. credibility, attractiveness, and Match up between celebrity

and audience / brand, and the cost of the celebrity.

It also suggests paying attention to how easy or difficult

is to work with the celebrity, how many other brands the

celebrity is endorsing and to consider the likelihood

that the celebrity will get into trouble

after an endorsement is established.

Miciak & Shanklin (1994), Osorio (2002), The FREDD Principle Selection of celebrity endorser should refer to such

Ericsson & Hakansson (2005), etc. attributes as familiarity, relevance, esteem, differentiation

and deportment (behaviour of the celebrity).


Brand Awareness-Recall- A Literature

Review

Effect of celebrity endorsement on Brand

Awareness-Recall has been an area of

research that has been studied by

researchers. One of the major objectives of

advertising is to create brand awareness so

that consumers recall the brand name outside

the store or recognize it inside the store at

the time of purchase (Rossiter and Percy

1997).

A celebrity was better than other endorsers

in enhancing brand name recall (Friedman

and Friedman 1979). It is also evident from

existing literature that a celebrity was better

in enhancing brand name recall than a non-

celebrity (Petty et. al. 1983). A physically

attractive celebrity paired with an

attractiveness-related product could

enhance brand name recall (Kahle and

Homer 1985).

Misra and Beatty (1990) also showed that

celebrity/product congruency is better in

enhancing brand name recall than an

incongruent or irrelevant celebrity. A number

of studies were conducted to assess the

effectiveness of an actual advertisement

with a celebrity endorsement, reported that

the celebrity endorser helped increase the

awareness of the advertisement for that

product even during the period when the

celebrity advertisement exposure was

minimal (Kamen et. al. 1975).

However different findings emerged from a

study conducted by (Costanzo and

Goodnight 2005). The results presented in

their study, however, found that a celebrity

recognized in a magazine advertisement did

not increase consumer recall of the brand

endorsed by the celebrity for both

professional athlete celebrities and other

entertainment celebrities who are not

professional athletes (Costanzo and

Goodnight 2005). The results of their study

raise questions relative to using celebrity

endorsements to enhance brand recall. It was

also found that some of the respondents

connected a celebrity to competitors’ brands

(Costanzo and Goodnight 2005). It was also

found that a sample Q-score had no effect

on the number of correctly identified

celebrities or the celebrity by brand/company

connections (Costanzo and Goodnight

2005). From review of existing literature it is

seen that contradictory findings emerged

regarding the effect of celebrity endorsement

on Brand recall.

Brand Preference-A Literature

Review

Researchers have also studied attitude

towards the brand and Brand Preference from

different perspective as evident from review

of existing literature. One of the major

objectives of an advertisement is to create

preference for the advertised brand over

competing brands. Models of how

advertising works suggest that, attitude

towards the brand is also an important

intermediate effect of advertising leading to

behavioral intention and choice (Vakratsas

and Ambler 1999). Celebrity endorsement is

expected to create brand preference so that

consumers of the target products end up

buying the brand endorsed by a celebrity.

Multiple product endorsements increased

higher level of attitude toward advertisement,

attitude toward brand, and purchase

intention than a single celebrity (product)

endorsement while a single celebrity

(product) endorsement increased higher

level of attitude toward advertisement,

attitude toward brand, and purchase

intention than multiple celebrity

endorsements (Nam-Hyun Um 2008). Results

of a tracking study of celebrity endorsement

for a product suggested that a celebrity

endorser did not create any significant

change in attitude toward the brand over time

(Kamen et. al. 1975). In another study, a

celebrity advertisement was able to create

preference among children for a specific

product but not for the endorsed brand

(Ross, et. al. 1984).

However, some experiment-based studies

reported significant effects of celebrity

endorsers on brand attitude. (Walker et. al.

1992) reported a significant change in images

of products after pairing them with celebrities.

This was mostly true for products with less

defined images (e.g., towel vs. jeans). A

celebrity endorser generated significantly

higher positive attitude toward the brand

(Friedman, et. al. 1977; Atkin and Block 1983;

Freiden 1982; Sanbonmatsu and Kardes

1998). On the other hand in another study

celebrity endorsers were found to be more

effective under low involvement condition

only (Petty et. al. 1983). Findings of another

study showed that effectiveness of an

endorser, including celebrity endorsers, was

product specific (Friedman and Friedman

1979).

Interestingly in one study, attitude towards

the brand remained the same even after

providing negative information regarding a

congruent celebrity endorser (Till and Shimp

1998). Moreover, a congruent celebrity

coupled with a two-sided appeal was found

to be more effective than any other

conditions (Kamins 1989). Similarly, it was

found that two-sided appeal with congruent

celebrity enhance perceived quality of

service more than one-sided appeal with

congruent celebrity (Kamins 1989).

From the review of existing literature it is seen

that a few studies also found no significant

differential effects of a congruent celebrity

over other conditions (Kamins 1990; Kalra

and Goldstein 1998; Batra and Homer 2004;

Leschnikowski et. al. 2006).

Majority of the studies examining the impact

of some features of a celebrity found

celebrities to be effective in generating a

positive attitude toward the brand and brand

preference of the target audience. Credibility

of the celebrity was repeatedly identified as

a very important characteristic of a

celebrity’s effectiveness (Lafferty and

Goldsmith 1999; Goldsmith et. al. 2000;

Lafferty, Goldsmith and Newell 2002).


Another interesting study examined the

effectiveness of source credibility, physical

attractiveness, familiarity, and congruency

of three different pairs of celebrity/brand of

apparel (Renton 2006). In this study, the

credibility of the celebrity generated a

positive attitude toward the brand for all three

pairs whereas other features had positive

effects for only one or two pairs.

Research Gaps

India is known world over for its Cultural

Diversity and connecting with the Indian

target audience is a challenging affair. Based

on a comprehensive review of existing

literature I have identified some important

research avenues and gaps, which are very

relevant in Indian context in the beginning

of the 21st century.

Although performer ‘Q’-ratings have been

commercially available to evaluate

entertainment celebrities (Finkle, 1992; and

Belch and Belch, 2001; Shimp, 2003) and

Sport ‘Q’-ratings have been commercially

available for the rating of sport celebrities in

the United States, it’s application in Indian

Context to select and determine the ranking

of Indian Celebrities is not found in existing

literature. This is identified as an important

research gap.

Further reflection of existing literature brings

to light the fact that contradictory findings

emerged regarding the role of celebrities in

generating Brand Awareness-recall and

Attitude towards the Brand/ Brand

Preference among the target audience.

Most of the studies dealt with students

sample and were experimental in nature. The

generalization of their findings was an issue

and identified as another research gap.

Moreover the studies were conducted in

different parts of the Globe in different

cultural setting. Unfortunately, there are very

few studies that have examined how

consumers differ across cultures regarding

their reactions to celebrity-endorsed

advertisements.

This area of research is important and

relevant, especially in view of the

globalization of market and is identified as

another research gap.

Research Methodology

The paper is developed based on secondary

source of information. In view of the study

objectives, articles from National and

International Journals as well as conference

papers were reviewed focusing on the

phenomenon of celebrity endorsement.

I have selected 10 Hindi Film Stars (HFS)

and 10 Indian Cricketers (IC) based on a pilot

survey conducted in Kolkata because the

Hindi Film Stars and the Indian Cricketers

are the most popular celebrities in Indian

context and are seen endorsing multiple

brands in different mass media.

The endorsement details of the 20 selected

Indian Celebrities (10 HFS and 10 IC) were

tracked during the research period to come

up with a comprehensive list of brands

endorsed by them.

Findings

The prominent models identified in the field

of Celebrity selection based on my work in

this paper are the Source Credibility Model

(Hovland, 1953; Ohanian, 1990); Source

Attractiveness Model (McGuire, 1985;

Ohanian, 1990); Match Up Hypothesis

(Kamins, 1990; Till and Busler, 1998);

Meaning Transfer Model (McCracken,

1989); and performer’s ‘Q’ rating technique

(Finkle, 1992; Belch and Belch, 2001; Shimp,

2003).

The Second significant finding of my study

is that in Indian context Multiple Brand

Endorsement is very much evident and most

of the selected Celebrities (10 Hindi Film Stars

and 10 Indian Cricketers) are endorsing more

than one brands in different product

categories like FMCG, Consumer Durable

products and Services in different mass

media (Table 3 & Table 4).

Regarding the effect of celebrity

endorsement on Brand Awareness-Recall

contradictory findings emerged based on my

review of literature.

The Third important finding based on review

of existing literature focusing on the effect

of celebrity endorsement on Attitude

towards the Brand and Brand Preference

highlight that a majority of the studies

reported that a celebrity-endorsed

advertisement is more likely to generate a

positive attitude toward the brand than non-

celebrity or no endorser advertising.

However, contradictory findings are also

available in the existing literature.

Limitations & Scope For Future Work

The limitations of the study relates to the

fact that it is conducted based on secondary

source of information and I have included

only 20 Indian celebrities (10 Hindi Film Stars

and 10 Indian Cricketers).

The paper is a pioneering work in this regard

in Indian context and provides ample scope

for empirical work with Indian celebrities.

In Indian context it is extremely relevant to

understand and study the role of Indian

Celebrities in generating Brand Awareness -

Recall and Brand Preference among the target

audience coming from different cultural

backgrounds.

This paper will open up new avenues for

research in Indian context with Indian

Celebrities by trying to address the research

gaps highlighted in this paper based on

extensive review of literature.

Endorsement Details-Hindi Film Stars

& Indian Cricketers

The Hindi Film Stars (HFS) and the Indian

Cricketers (IC) are endorsing multiple brands

in different mass media across various

product categories. The details are presented

in the tables given below.


Table 3

Brand Endorsement Details of Hindi Film Stars

Sr. No Celebrity (HFS) Brand Endorsed

1 Amitabh Bachchan Reid & Taylor, Boroplus, Eveready,

Parker Pen, Binani Cement,

ICICI prudential, Cadbury Dairymilk,Tanishq,

Navratna oil, Just Dial, Gujarat Tourism

2 Shah Rukh Khan Nokia, Airtel, Sunfeast, Fair & Handsom, Belmont, Dish TV,

Videocon, Emami Sona Chandi Chywanprash, Pepsodent,

Hyundai i10, Nerolac, IIPM, Gitanjali Jewels

3 Amir khan Inova , Coca cola,Tata Sky,Samsung Mobile, Titan, Parle G

4 Saif Ali Khan Lays, Asian Paints, Lenevo, Royal Stag, Airtel Digital TV,

Airtel Voice Message, Taj Mahal Tea,

5 Ranbir Kapoor Pepsi, Tata Docomo, Panasonic, John Players, Hero Moto Corp,

6 Salman Khan Mayur, Chloromint

7 Aishwarya Rai Bachchan Lux, L’oreal (Hair colour), Longines

8 Katrina Kaif Slice, Pantene, Veet, Nakshtra, Godrej Renew

9 Kareena Kapoor Airtel DTH, Vivel, Sony Vaio, Lakhme, Gitanjali Jewels

10 Priyanka Chopra Nikon’s, Lux, Levis, Nokia, Asmi Jewellery, Garnier

Table 4

Brand Endorsement Details of Indian Cricketers

Sr. No Celebrity (Indian Cricketers) Brand Endorsed

1 Sachin Tendulkar Aviva, Sunfeast, Cannon Camera, Royal Bank of Scotland, Boost,

Jaypee Cement, Toshiba, Adidas, Kaspersky

2 MS Dhoni Aircel, Sonata, Boost, Pepsi, TVS, Orient PSPO, Lays,

Dabur Chyawanprash, Lafarge Concreto, Emami Healthy &

Tasty cooking oil

3 Yuvraj Singh Royal Stag, Birla Sunlife,

4 Saurav Ganguly Captain TMT bars, Chirag Computers, Vibgyor Motor Cycle

5 Virendra Sehwag Pepsi, Karbonn Mobile, Zandu Balm, Hero Moto Corp

6 Gautam Ghambir Airtel Digital TV, Reebok, Coca Cola, Karbonn mobile,

7 Virat Kohli TVS Motor, Flying Machine, Fast Track

8 Harbajan Singh Royal Stag, Pepsi

9 Irfan Pathan Tata Indicom.

10 Ishant Sharma Pepsi


Conclusion

Celebrity endorsement strategy is adopted

and implemented in a big way by

Multinational and Domestic companies

operating in India for promoting their brands

in mass media. Hiring a Celebrity for brand

endorsement is a costly proposition for the

advertisers and is a challenging affair for

them and their advertising agency.

The Celebrity selection models presented in

my paper will be of practical implication for

marketers to select the appropriate celebrity

for their brand endorsement in India.

The endorsement details of 20 Indian

celebrities (10 Hindi Film Stars and 10 Indian

Cricketers) presented in this paper will also

offer practical insight about the product

categories that these Indian Celebrities are

endorsing.

Finally on an academic front the paper is a

pioneering work in Indian context focusing

on extensive review of literature on the

phenomenon of celebrity endorsement and

is opening up different dimensions for

empirically studying the role of Indian

Celebrities as brand endorsers in mass media.

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