Impact of Celebrity Endorsements on Brand

International Journal of Scientific & Engineering Research, Volume 5, Issue 12, December-2014 95 ISSN 2229-5518 Impact Of Celebrity Endorsements On Brand Amima Shoeb Anila Khalid Assistant Professor Assistant Professor Virendra Swarup Group Of Institution Virendra Swarup Group Of Institution

ABSTRACT

In recent years, the plethora of use of celebrities in term Celebrity refers to an individual who is known to the advertisements has become more prevalent than ever. public (actor, sports figure, entertainer, etc.) for his or her Marketers have the perception that this technique of achievements in areas other than that of the product class persuasion is a winning formula to build up brand image, to increase sales revenue, and to gain strong brand loyalty. endorsed (Friedman and Friedman, 1979). Celebrities are easily chosen by marketers to peddle their products. We are bombarded by a variety of different Endorsement is a channel of brand communication in advertisements in our everyday life without having a choice which a celebrity acts as the brand’s spokesperson and not to. Celebrity endorsement is very popular and widely certifies the brand’s claim and position by extending his/her used in advertising. From magazines to TV advertisements, personality, popularity, stature in the society or expertise in from toothpaste to luxury goods, celebrity-endorsed the field to the brand. In a market with a very high products have penetrated almost every aspect in our life proliferation of local, regional and international brands, Celebrity endorsement has been established as one of the most popular tools of advertising in recent time. It has celebrity endorsement was thought to provide a distinct become a trend and perceived as a winning formula for differentiation (Martin Roll, 2006). product marketing and brand building. It is easy to choose a celebrity but it is tough to establish a strong association McCracken's (1989) definition of a celebrity endorser is, between the product and the endorser. While the magnitude "any individual who enjoys public recognition and who of the impact of celebrity endorsement remains under the uses this recognition on behalf of a consumer good by purview of gray spectacles, this paper is an effort to appearing with it in an advertisement (marcoms), is useful, analyze the impact of celebrity endorsements on brand. because when celebrities are depicted in marcoms, they Celebrity endorsement is always a two-edged sword and it has a number of positives— if properly matched it can do bring their own culturally related meanings, thereto, wonders for the company, and if not it may produce a bad irrespective of the required promotional role." Ohanian image of the company and its brand. stresses that to be truly effective, celebrities chosen as endorsers should be knowledgeable, experienced and Keyword: Celebrity endorsement, brand qualified in order to be perceived as an expert in the loyalty. IJSERcategory. Purpose Two models were originally identified to explain the process of celebrity endorsement. As an endorser, one has To study the impact of the celebrity endorsement on to fulfill all the FRED objectives (Rajesh Lalwani, 2006), effective brand management and evaluate associated factors namely, Familiarity (target market is aware of him, finds that contribute to the success or failure of the endorsement. him friendly, likeable and trustworthy); Relevance (which says that there should be a link between the endorser and Approach the product as well between the endorser and the audience); This work was done mainly as an exploratory research to Esteem (credibility to the mass); Differentiation (in all his find out the correlation between celebrity endorsement and projections, he is seen to be one among the masses, and yet brand image based on structured questionnaire and analysis he towers above them. He is different). is done on the outcome/response with the help of higher RESEARCH OBJECTIVES order statistical tools. Objective of this study was to reveal and re-establish the INTRODUCTION positive impact of celebrity endorsement on brand image Celebrities are people who enjoy public recognition by a and find out the most prominent factors those play the key large share of a certain group of people. Whereas attributes role in the success of an endorsement. The research like attractiveness, extraordinary lifestyle or special skills objective was to explore the link between brands and the are just examples and specific common characteristics that consumer psyche and determine a model which can help are observed and celebrities generally differ from the social any brand to identify the critical key areas to concentrate on norm and enjoy a high degree of public awareness. The while going for any celebrity endorsement. The newly

evolved model should lead any brand towards the success with Olympic swimmer Michael Phelps several of strategic branding from endorsement aspect. weeks ago, the company simultaneously ripped Phelps’ bong-hit photo as being inconsistent with BENEFITS OF CELEBRITY ENDORSEMENT its image. “Kellogg is a family brand. How does Mom, who does the family shopping, feel about Quick saliency: It gets cut through because of the star and Phelps?” said David Reeder, vice president of his attention getting value. Green Light (2009), a brand and entertainment consulting firm. Quick connect: There needs to be no insight but the • Constant monitoring: Companies should communication connects because the star connects. monitor the behavior, conduct and public image Quick shorthand for brand values: The right star can of the endorser continuously to minimize any actually telegraph a brand message fast without elaborate potential negative publicity story telling. • Selecting unique endorsers: Great brands represent great ideas. These brands express the Quick means of brand differentiation: In a category uniqueness of position to all internal and external where no brand is using a celebrity, the first that picks one audiences. Companies should try to bring on up could use it to differentiate itself in the market board those celebrities who do not endorse competitors’ products or other quite different MAJOR FACTORS THAT HAVE MAXIMUM products, so that there is a clear transfer of IMPACT OF SUCCESSFUL ENDORSEMENT personality and identity between the endorser and the brand. The controversy related to the • Consistency and long-term commitment: As endorser’s personal or professional life mat with branding, companies should try to maintain hamper the associated brand image. Kobe consistency between the endorser and the brand Bryant's family-friendly endorsement deals with to establish a strong personality and identity. Nutella and McDonald's came to a quick end More importantly, companies should view after he was accused of rape. Pepsi shied away celebrity endorsements as long-term strategic from Madonna after her Like a Prayer video decisions affecting the brand. A global brand aired. must respect local needs, wants, and tastes while • Timing: As celebrities command a high price endorsing. tag, companies should be on the constant lookout • Prerequisites to selecting celebrities: Before for emerging celebrities who show some promise signing on celebrities to endorse their brands, and potential and sign them on in their formative companies needIJSER to ensure that they meet three years if possible to ensure a win–win situation. basic prerequisites, namely the endorser should • Myopic endorsement strategy: Most of the be attractive, have a positive image in the society, endorsement goes wrong due to myopic vision of and be perceived as having the necessary endorsement. The real problem is that too many knowledge (although it might be difficult for a brands have a myopic focus on short terms sales celebrity to meet all three prerequisites). Most of and ‘awareness’. With this mindset they are the prerequisites are already discussed in the logically driven towards ill conceived celebrity previous section of the article. endorsement campaigns. Virgin is a classic • Celebrity–brand match: Consistent with the example of a brand that hasn’t thought about its principles discussed earlier, companies should brand personality before matching with a ensure a match between the brand being endorsed celebrity. Virgin Media, previously associated and the endorser so that the endorsements are with the subtle Uma Thurman, has now opted for able to strongly influence the thought processes “in your face” (according to Virgin media Chief of consumers and create a positive perception of James Kidd) Ruby Wax. Virgin clearly hasn’t the brand. Tiger Woods endorsing the Buick distinguished between its product sales and brand brand makes no sense at all. There is just no strategy. believability that Tiger is dying to drive a Buick. • Brand over endorser (Vampire Effect): When And without believability a celebrity celebrities are used to endorse brands, one endorsement is worthless. The $40 million obvious result could be the potential General Motors reportedly paid Tiger for his 5- overshadowing of the brand by the celebrity year contract ending in 2009 is not money well (Martin Roll, 2006). Companies should ensure spent. Kellogg’s opted out of a contract extension that this does not happen by formulating

advertising collaterals and other communications. • Feel Cultural Sensitivity: To go global with a Examples are the campaigns of Dawn French- brand, endorsement strategy should make sure Cable Association and Leonard Rossiter- you understand cultural sensitivities. Celebrity Cinzano. Both of these campaigns were aborted ROI: Even though it is challenging to measure due to celebrities getting in the way of effective the effects of celebrity endorsements on communication. So, while presenting the companies’ brands, companies should have a endorser, this should be kept in mind that system combining quantitative and qualitative Endorser is promoting the brand not the vice- measures to measure the overall effect of versa. That's why Coca-Cola's idea of having celebrity endorsements on their brands. Mean Joe toss his jersey to a young boy in exchange for a bottle of Coke was brilliant. The CHARACTERISTICS OF PRODUCTS commercial made charming use of Mean Joe's THAT REQUIRE CELEBRITY image, but Coke was the star. ENDORSEMENT • Celebrity endorsement is just a channel: Companies must realize that having a celebrity • High price-cost margins endorsing a brand is not a goal in itself; rather it • Large potential customer pools is one part of the communication mix that falls • The need to co-ordinate across diverse under the broader category of sponsorship sets of customers. marketing. • Over dependency on celebrity: A celebrity is This research also includes the endorser not a replacement for an idea. A brand without a viewpoint of signing a contract with a focus will never find the correct celebrity to brand. As suggested by Zafer & Baker match the brand. (2001), even though building-up a whole • The celebrity trap: Once into a celebrity, it is marketing communication campaign hard to get out of it. If the brand has done even around a celebrity(s) makes complete moderately well after the break of a celebrity sense, most celebrities are reluctant to campaign, it becomes difficult to separate the role sign such deals for four reasons. of message and the role of the celebrity in selling the brand. • They are very concerned about their • Trademark and legal contracts: Companies exposure. Should they sign a deal for should ensure that the celebrities they hire are on more than the main media, they know proper legal terms so that they don’t endorse their picture can be stuck all over the competitors’IJSER products in the same product place and they would lose control over category, thereby creating confusion in the minds their exposure. of the consumers. • They do not want to be too closely • Overall Management: The organization’s senior associated with a particular product that leadership must champion the brand, ideally with may cost them other potential deals. the CEO leading the initiative. A leader’s • They are uncomfortable with some continual articulation of the brand philosophy and media, as they are motionless. the brand’s view of the world is meant to give the • They may be unable to sign for some celebrity endorsement strategy a recognizable media as their previous deals prohibit face. them. • Investment: Intangible assets, including brand, now comprise the majority of the value of a RESEARCH METHODOLOGY company. These assets require capital investment Questionnaire based sample analysis was the like any other. Progressive companies and base of this study. The sample was believed enlightened management recognize the need for to be quite representative of the population, appropriate communications spending. but nonetheless it was a convenience sample • The Brand endorsement team: Global brands which may be defined as ‘a form of non- demand a global brand management team. This probabilistic or purposive sample drawn on regional and international organization is in place a purely opportunistic basis from a readily to maintain brand leadership through efficient accessible subgroup of the population and effective use of celebrity endorsement. (Baker 1990). A well framed set of

questioned were circulated through email to 4. Celebrity Credibility the target personnel or some interviews were conducted over telephone, even few of them 5. Celebrity Values were face-to-face. Table-1 lists the twelve participating companies where 6. Celebrity Physical Attractiveness correspondents from different industries (IT, 7. Celebrity Regional & international Appeal Telecom, Power, Paints, Education, Factors Advertisements, and FMCG etc) are interviewed. Interviews took place at 8. Celebrity Controversy Risk different agencies and at the icebreaking stage of every interview; managers were 9. Multiple Endorsements specifically informed that this research was concerned with any kind of celebrity 10. Costs of Acquiring the Celebrity utilization (i.e. actors, endorsements, testimonials, or spokespersons) in marketing 11. Fit with the Advertising Idea communication activities. Interviews over phone or face to face, were lasting on 12. Celebrity Availability average over half of an hour. 13. Celebrity should be Brand User Table 1 PARTICIPATING BRANDS 14. Consumer Influencing Advertisement

Nerolac Paints Scooty Pep+ 15. Previous Endorsements 16. Use of promotional Medium Sony VAIO Dabur Chyawanprash 17. Brand Image Formation capability

18. Interest of endorser MANAGERS’ REASONS FOR UTILIZING CELEBRITY ENDORSERS 19. Endorsement management team

• Standing out or shorthand 20. Unique Idea of promotion • Awareness or attention getting • CelebrityIJSER values define, and refresh the The research was conducted using a brand image questionnaire designed to understand • Celebrity add new dimensions to the consumers views on celebrity endorsement, brand image measuring their attitude toward ad, attitude • Instant credibility or aspiration toward brand and their intentions to purchase • PR coverage the given product or service. The • Desperate for ideas demographic factors including Gender and • Convincing clients age are taken as independent variables. The perceptual differences were measured with According to managers, factors considered respect to single celebrity ads and multiple while selecting celebrities vary depending on celebrities’ ads. To measure consumer how celebrities are utilized; celebrity as the perception, three variables were studied, central feature, or celebrity for the added attitude toward advertisement, attitude toward interest. brand and purchase intentions. The sample consists of 88% male while 12% female SELECTION CRITERIA respondents, 21% were of age between 18 to 21, 49% were of age between 22 to 26 while 1. Celebrity-Product Match 30% were of age between 27 to 30. 72% of respondents had bachelor's degree while 28% 2. Celebrity-Target Audience Match had professional degree. 3. Celebrity Popularity STATISTICAL TOOLS USED

The non response bias was measured 3. Trend setting applying two statistical techniques. Firstly, Statistical measure of higher order like 4. Influence Sample distribution analysis along with required regression technique for modeling 5. Trust numerical data consisting of values of a 6. Endorsement dependent variable or response variable of one or more independent variables are used. 7. Aspiration Secondly, telephonic conversations were made with those respondents who either did 8. Awareness 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 MAJOR FINDINGS respondents on the same set of factors At the theoretical level, the research finds that (Armstrong, Overton 1977) & this assessment the celebrity endorsement strategy has also yielded no significant differences become an important component of between early and late respondents. marketing communications strategy for firms DATA ANALYSIS in today’s competitive environment. For practitioners, the findings highlight some of Through this research, we found that the ‘dos and don’ts’ of celebrity endorsement success of a brand through celebrity strategy. In a way, these findings provide endorsement is a cumulative of the following guidelines for managers planning to utilize 20 attributes which were presented in the and execute celebrity-based campaigns. questionnaire as selection criteria. While analyzing the major factors that should be Through analysis and research, the following kept in mind while selecting an endorser, the factors are revealed: following results came out from the research. • The celebrities' acceptability, The US has a popular index, called the Q availability, regional appeal factors, IJSERpopularity, attractiveness, image, belief score, that summarizes various perceptions and feelings that consumers have in the form system are some other important of likeability measurements. The index could factors on the impact of celebrity be based on a rating that takes into account endorsement on brands. agreed parameters/attributes, past-present • The customer wants a variety of aspects media coverage/favourability and relevance, from the endorsement like the ground situation in terms of credibility and acceptability of the successful/unsuccessful seasons/tenures, endorser. future prospects, etc. The closest thing to this • Multiple endorsements create cluttering exist in more advanced manner in Davie- the minds of the consumer. Brown Index, developed by Davie-Brown • In case of multiple endorsements by a Entertainment and i-think Inc. This index celebrity, the success of celebrity evaluates the worth of celebrities through a endorsement for a particular brand systematic and controlled method that depends entirely on the power of the resembles financial brand valuation and brand. forecasting. The Davie-Brown Index uses • Apart from financial gains from the eight criteria in its evaluation: endorsements, brand and own image matching is also vital from celebrity’s 1. Appeal point of view. • Professional & planned performance of 2. Notice the endorser is important in deciding the success of the endorsement.

• Association of the celebrity with a can be used by brand managers for selecting controversy or ill-behavior can cause celebrities, and capitalizes the celebrity negative impact to the endorsements. resource through 360 degree brand • A celebrity endorsement is useful in the communication since our research proposes Indian scenario. The amount of impact it as the foundation brick of the impact of of the effect varies with the celebrity celebrity endorsement. Our study reveals and the product profile. that the impact of celebrity endorsement is proportional to the 20 factors discussed in Celebrity endorsements cannot replace the the model. This analysis is based on the comprehensive brand building processes. model prescribed by Neha Taleja (2005) and Infilmarena. The paper emerges with a 20-point model which can be used as blue-print criteria and

Proper Use of Celebrity Physical Consumer Influencing Celebrity Product Ppromotional Attractiveness Advrtsement System Match Medium

Celebrity Regional & Brand Image Multiple Celebrity Target International Formation Capability Endorsement Audience

Endorsement Fit with the with the Cost of Acquiring Mmananegement Celebrity Popularity Advertising Idea Celebrity Team

Celebrity Should be Unique Idea of Celebrity Availibility Celebrity Credibility Brand User Promotion

Previous Consumer Influencing IJSERInterest of Endorser Celebrity Values Endorsements Advertisement

20 ATTRIBUTES OF EFFECTIVE CELEBRITY ENDORSEMENT

1.CELEBRITY-PRODUCT MATCH effects of these attributions on the consumer evaluations of the endorser, the ad and the The match-up hypothesis proposes positive brand involved in the endorsements. Cyrus effects of a congruent association between a Broacha is the brand ambassador for MTV celebrity and a product being promoted since both the celebrity and the brand are (Kahle and Homer 1985) & posits that the considered as friendly, young, mood- level of celebrity/product congruence will boosting, humourous and outspoken. MTV's influence celebrity endorsement brand personality overlaps Cyrus Broacha's effectiveness through (1) the process of image as a brand. consumer attributions of the celebrity's motive for associating him or herself with the particular product and (2) the subsequent

2.CELEBRITY-TARGET AUDIENCE recognized, are perceived to be more MATCH credible and produce greater influence on evaluation of brand and its purchase Celebrity is the mouthpiece for a brand in intentions (Cohoi and Rifon, 2007; Atkin communicating messages to target audiences and Blok, 1983; Ohanian, 1990; Ohanian, rather more effectively than any other voice 1991). The lifecycle of celebrity popularity (Zafer, Baker, 1999). The personalities of varies a lot. People tend to commensurate celebrities are very strong and they can the personalities of the celebrity with the rapidly change perceptions of a brand. brand thereby increasing the recall value Endorsers who have demographic Celebrity. Brand association like Garnier characteristics similar to those of the target endorsed Tara Sharma & Simone Singh, audience are viewed more viable and Agni Diamonds & Riama Sen don't get persuasive (kamins, 1994). Indian TV star much brand recall. On the other hand, HPCL Smriti Irani endorsing the WHO has had increased popularity and share of recommended ORS Campaign in India. voice due to the endorsement of the brand Indian mothers can associate with Smriti through Tennis star Sania Mirza.. Irani through the facets she projects on screen or in regular life which helps develop 4. CELEBRITY CREDIBILITY a connect with the target audience since mothers medicate their children with ORS. The most important aspect of celebrity The basis for the effectiveness of celebrity- endorsement is credibility. In a research endorsed advertising can be linked to carried out by Infilmarena, a brand and Kelman's processes of social influence as advertisement group, among 43 ad agencies discussed by Friedman and Friedman. and companies, most experts believed that the most important dimensions of credibility Compliance infers that another individual are trustworthiness and prowess or expertise or group of individuals influences an with regard to the recommended product or individual cause he or she hopes to achieve a service (Miciak and Shanklin, 2002). The favorable reaction from this other group. credibility components are interconnected with other traits of the celebrity and the Identification applies to the situation image dimension which reflects good wherein the individuals emulate the attitudes qualities e.g. pleasant, wise, educated etc. or behaviorIJSER of another person or group, produce sincere and positive perception of simply because they aspire to be like that the celebrity in consumer minds (Choi & person or group. Rifon, 2007). Credibility is the most important criteria in choosing a celebrity Internalization as a process of social endorser by the firm which is followed by influence is said to occur when individuals familiarity and likeability and at last we adopt the attitude or behavior of another have gender, and in credibility expertise is person because that behavior is viewed as the most important piece which is followed honest and sincere and is congruent with by trustworthiness and than attractiveness their value system. Celebrities are well- (Knott & James, 2004). The celebrities that liked, but the techniques that can be used to were perceived as having constant media enhance their credibility as spokespeople, coverage are trusted more than the and therefore, tie-in more closely with the celebrities who are not in the constant internalization process needs to be looked spotlight (Friedman, Santeramo, & Traina, into. 1978). To site one of the most successful campaigns in which the celebrity's 3. CELEBRITY POPULARITY credibility has had an indelible impact on Empirical finding support the fact that the brand and has saved the brand is of celebrities have positive effect on both Cadbury's. After the worm controversy, attitude toward ad and brand (Ohanian, Amitabh Bachchan's credibility infused into 1990). These results are in favor of celebrity the brand through the campaign, helping it endorsers because they are widely to get back on track. Research conducted by

social psychologists over the past 30 years attractiveness as well as interaction of demonstrates that a source perceived as likeability, involvement, and sex on the highly credible is more persuasive than a recall of the product. low credibility sender (Hovland and Weiss, 1951; McGuire, 1969; Hass, 1981). The 7 . CELEBRITY REGIONAL & sources that companies use to present their INTERNATIONAL APPEAL FACTORS advertising message typically attempt to project a credible image in terms of In a market with a very high proliferation of competence, trustworthiness or dynamism. local, regional and international brands, celebrity endorsement was thought to 5. CELEBRITY VALUES provide a distinct differentiation. While selecting an endorser its regional effect Celebrity branding is all about the transfer always comes into play. Where as while of the value from the person to the product going global, the celebrities should be he endorses or stands for. There are two chosen in such a way that can create a global concerns here. The first is how long this overall impact. In this respect, a planning could last. Can the person maintain his director believed that celebrities with popularity? Another concern is his private international recognition were more valuable life - personal integrity. If he is implicated in internationally than nationally as the need any kind of scandal, that would ruin the for instant shorthand is greater in the brand. "Who would want to use Michael international arena. For example, Jack Dee Jackson to brand their product?" and John Smith’s no nonsense straight- (brandchannel.com). Amitabh Bachchan & talking pint of beer campaign would not Shahrukh Khan campaigning for Pulse Polio make sense in countries where Jack Dee is or Aishwarya Rai appearing in the Donate not known due to the fact that Jack Dee Eyes campaign are few examples, which would be seen as an ordinary consumer. reflect the transfer of celebrity values to the Developing international campaigns was brand, creating an impact that generates deemed to be a difficult task because of recall. cultural differences. An interesting example would be of Steve Waugh campaigning for 6.CELEBRITY PHYSICAL Tourism Australia in India since he was one ATTRACTIVENESS of the popular celebrities from Australia.and IJSERcould carry the messge of Australia as a Physical attractiveness of the endorser may tourist destination. Other celebrities like be central in context with change in attitude Kylie Minogue. of the customer (Kahle & Homer 1985). The celebrity endorsements based on the 8.CELEBRITY CONTROVERSY RISK attractiveness of the endorser most of the time produces positive effect on consumers. Association of the celebrity with a In general attractive endorsers are more controversy or ill-behavior can cause effective promoters than unattractive negative impact to the endorsements. Any endorsers (Till & Busler, 1998). The target act on the part of the endorser that gives him audience is more familiar to the attractive a negative image among the audience and celebrities and these celebrities are more goes on to affect the brands endorsed. The likable (Miciak & Shanklin, 1994). Most brand, in most instances, takes a bashing. advertisements use attractive celebrities and Siyaram Silk Mills Ltd. (Siyaram), one of the consumers are accustomed to see pretty India's leading textile companies, was also people in ads that is why the physical affected badly by South African Cricket attractiveness and trustworthiness of a Captain Hansie Cronje match fixing celebrity were not significantly related to the controversy. Ann Green (2009), senior vice purchase intentions but the expertise is president at Millward Brown, said, "In the (Ohanian, 1991). Involvement enhances the past few years, we have seen a slight decline recall of the product and it also enhances the in the use of celebrity endorsements and that recall of the brand (Petty & Cacioppo, is in part due to the risk associated as well as 1980). There is a strong effect of celebrity the necessary investment."

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 9.MULTIPLE ENDORSEMENTS Richard Gere's recent endorsement for VISA in India has gained acclaim due to its The case of multiple endorsements, both in innovativeness and consumer connect. terms of a single brand hiring multiple Brand marketers say that research reveals celebrities and that of a single celebrity that Richard Gere was the most popular face endorsing multiple brands, is often debated. across the Asia Pacific region, and would At times, consumers do get confused about also fit into the persona of the brand meeting the brand endorsed when a single celebrity their communication objective to enhance endorses numerous brands. The recall then VISA's brand leadership and consumer gets reduced and reduces the popularity of preference, and the motive to continue the the brand. For example, in case of Sachin "All it Takes" empowerment platform Tendulkar people recall Pepsi, TVS Victor featuring international celebrities. and MRF, but might not remember brands Celebrities do have some common like Britannia and Fiat. Thus, for multiple characteristics which include their endorsements where the same celebrity recognition, their status or their popularity endorses several brands, it boils down to the but each celebrity may have his or her own strength of the brand and the advertising unique image or cultural meaning which has content. As per Zafer &Baker, Using been identified by McCracken (1989). multiple celebrities or a single celebrity

partially depends on the time scale a campaign is using to have impact. 12.CELEBRITY AVAILABILITY

Due to multiple endorsements by certain 10.COSTS OF ACQUIRING THE celebrities, brands refuse to adopt celebrity CELEBRITY endorsement since they fear dilution of the brand image. So, prior to the endorsement, Companies must have deep pockets to be availability should be judged. able to afford the best available celebrities. Recently, a newspaper report showed how 13. CELEBRITY SHOULD BE BRAND cola firmsIJSER had gone beyond their advertising USER budgets to get the best celebrities. Small firms that use celebrities' services run To make an endorsement successful, the greater risks if they invest large amounts. customer should believe in the endorsement. Although nobody is willing to say exactly If the endorser using a brand and promoting how much celebrities get paid, industry a different brand in the advertisement, may sources say Indian cricketer Sachin create a nonsense image to the customer. Tendulkar's price is believed to be between One of the most successful campaigns has Rs. 2.0-2.5 crore per endorsement, and been executed by PETA in which celebrities Oscar winning musician A. R. Rehman, who like Shilpa Shetty, Amisha Patel, Yana had signed up with AirTel, is believed to Gupta, Sheetal Malhar, Mahima claimed to have picked up Rs. 1.75 crore. believe in PETA's philosophy, and thereby endorse the brand. On the other hand, while 11.FIT WITH THE ADVERTISING some would understand that Amitabh IDEA Bachchan would have never used Navratan Tel. Britney Spears who endorsed one cola Marketers now seek to adopt 360 degree brand and was repeatedly caught drinking brand stewardship in which the brand sees another brand of cola on tape. no limits on the number of contact points possible with a target consumer. Advertising 14.CONSUMER INFLUENCIN ideas, thus, revolve around this approach, ADVERTISEMENT and the celebrity endorsement decisions are

The advertisement also should be well made through meaning transfer from the endorser and designed to portray the actual image of to the endorsed brand. Celebrity-product the brand and to convey the message congruence has a positive impact on brand intended to transfer to target audience. image, which in turn has a positive impact Generally, workshops are arranged to train on brand equity. Baran and Blasko (1984) the endorser to act as desired by the director. explained, "Since most products aren't Sometimes due to poor performance in the special, most advertising does all that so- advertisement, the promotion attempt fails called image stuff. There's no information although the celebrity was perfect for the about the product, there's only information brand. about the kind of people who might be inclined to use the product." (p.13). This view is echoed by Feldwick (1991) who has 15. PREVIOUS ENDORSEMENTS suggested that the subjective experience of using a brand can be different from the While endorsing a celebrity, his/her prior subjective experience of using an identical endorsements should be monitored product without the brand reassurance. In carefully. This will help in analyzing the case of using celebrity advertising to celebrity’s dedication, professionalism and build brand image, the effects are examined credibility as well as will help in evaluating with a social psychological framework. the impact. Endorser campaigning for the similar line of products should not be endorsed. Even for an endorsing brand, its 18. INTEREST OF ENDORSER prior engagements with same or different celebrities should be kept in mind. An endorsement became most successful when the endorser is also interested in the 16. PROPER USE OF PROMOTIONAL association with the brand not only for MEDIUM financial benefit, but also for his/her own image building also. Several celebrities have The most preferred medium for celebrity ventured into the fashion and accessories endorsement strategy was television businesses and more are on the way. although using several media was seen as an Jennifer Lopez, Sean Combs, and Jessica effective way to get good return on Simpson all have clothing lines; Victoria investmentIJSER since celebrity fees are usually Beckham designs jeans; Elizabeth Hurley high. Using multiple celebrities or a single has launched a swimwear brand while Kylie celebrity depends on the time period over Minogue already has a flourishing lingerie which a campaign is planned to have impact, brand, called Love Kylie. In addition, the list campaign budget, and variance in target of celebrities that have launched perfumes audience characteristics. Other medium like named after them is steadily increasing: radio, hoarding, poster, news paper etc can Jennifer Lopez, Britney Spears, Paris Hilton, also be used to promote the advertisement. Celine Dion, Mary-Kate and Ashley Olsen, While using audio medium, the celebrity Cindy Crawford, etc. Major stars do not voice should be well known. If Indian Cine really work for the endorsement fee, but are star Amitabh Bachchan promotes something motivated by genuine affection for the on air, most of the Indian can identify where product (Kamen et al, 1975). as very few can identify the voice of Indian soccer captain Bhaichung Bhutia if he is 19. ENDORSEMENT MANAGEMENT endorsed for the same. TEAM

17. BRAND IMAGE FORMATION Global brand endorsements demand a global CAPABILITY brand management team. This regional and international organization is in place to Both theoretical and empirical research on maintain brand leadership through proper the subject clearly indicates that celebrity effective celebrity endorsements. Companies product endorsement is a form of co- with large brand portfolios tend to have branding, which influences brand image separate managers for each brand and its

promotion. Regardless, global brand • To carry out similar study from managers have the authority and resources the advertiser’ perspective and necessary to implement key decisions based comparing that with the on performance measurement. The brand customers’ perspective management team reports to a senior • To establish a more definite executive officer of the company. correlation between celebrity impact on brand equity and 20. UNIQUE IDEA OF PROMOTION relation with customer's psychology. Great brand endorsement represents great • To carry out study on other ideas at right time. These brands express the possible aspect of endorsements. uniqueness of position to all internal and • To carry out studies in other external audiences. They effectively utilize geographic areas i.e., in other all elements in the communications mix to nations and include all possible position themselves within and across industries to find out whether international markets. Apple has creatively there is any significant difference addressed its marketing mix while ensuring in the impact on the customers its people embody its most ownable and who are geographically separated. beneficial brand attribute: innovation. The • To carry out more detailed study innovative advertisement planning, and statistical research on the promoting, selection of animation, overall brand equity building identification of media – all contribute to the mechanism with the help of success of the celebrity endorsements. celebrity endorsement LIMITATION OF THE STUDY CONCLUSION This Study is conducted in India and all the Advertising is seen as playing a questionnaire based analysis that is done are manipulative and merciless role in the all from Indian professionals. This research emerging brandscape, seeking to was exploratory and had a relatively small transform customers into the sample size; there is a need for confirmatory personification of brand identity. Keller research with a larger sample testing emphasizes the need for a structured hypotheses derived from the findings IJSERapproach based on sound research in presented in this paper. Another limitation order to manage brands strategically for research is that our findings for non- and to generate optimum value both in aspirational celebrities are not terms of asset valuation and marketing significant.Another primary limitation is efficiency. To achieve this effectively, related to the generalization of the research value for the brand has to be created results. Most important generalization issue and managers must have the knowledge is related to sample. and expertise to exploit this value by SCOPE FOR FUTURE WORK developing profitable brand strategies. Overall research points to accumulated The study was exploratory in nature and positive influence over the audience's suffered from certain constraints and recall and purchase intentions, with limitations such as geographic limitation celebrities deemed more effective than (mainly Indian scenarios are taken into using a typical consumer or expert. account), strategic brand management taken Successful celebrity/brand partnerships in a limited sense (i.e., limited discussion on have resulted in significant gains in financial aspect) and neglecting e- income for brand owners. The micro marketing/branding aspect. Nevertheless, factors such as the need for the above study leaves an immense scope interactivity, the degree of control for carrying out further research in the exercised by consumers over messages following areas: received and increasing media

fragmentation render celebrity effects than brands that do not. In the endorsement a valid strategy. case of aspirational celebrities, the positive effect of image congruency is This study shows that consumers report stronger for those brands that are higher self-brand connections for perceived to communicate something brands with images that are consistent symbolic about the brand’s user with the image of a celebrity that they compared to those brands that do not. aspire to be like, particularly in the case This finding is an important when the image of the celebrity and the demonstration that consumers are brand match. Study also examines how motivated by their self-needs to utilize self-brand connections are formed. brand associations derived from Celebrity endorsement effects are celebrity endorsement in a contingent moderated by brand symbolism, such fashion to construct and present their that brands that communicate self-identities. something about the user yield stronger

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