Download - 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
50 Journal of Marketing & Communication
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
September - December 2012 Vol. 8 Issue 2 51
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
52 Journal of Marketing & Communication
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).
September - December 2012 Vol. 8 Issue 2 53
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).
54 Journal of Marketing & Communication
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.
September - December 2012 Vol. 8 Issue 2 55
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
56 Journal of Marketing & Communication
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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