A Keen Study On the Impact of Celebrity Branding of Any Product & Service: Indian Market

ANAMIKA RAWAT, Pallavi Deshmukh

Abstract


Due to scarcity of proper “Role Models” in our country the cricketers and the film stars are treated as role models and enjoy a demo-god status among the masses. This phenomenon is highly exploited by the industry to promote their products. The study undergoes a qualitative discussion about this phenomenon. The study touches the areas like how a brand being promoted by the celebrities creates an image in the masses. Does celebrity branding really contribute to the selling volume of the promoted product or it is just an eye candy contributing positively to the wealth of the celebrity. The study also tries to find out what kind of celebrities had been dominated and currently dominating the advertisement market.

References


Khatri. Puja. “Celebrity Endorsement: A Strategic Promotion Perspective”. Indian media Studies journal. Vol.1. No.1 July-Dec.2006

Menon, M.L.Boons and H. Rogers, “Celebrity Advertising: An assessment or relative effectiveness” Mimeo 2001.

Misra, S and S, Beatty, “Celebrity spokesperson and brand Congruence”. Journal of Business Research, 21(1990) pp159-173.

Petty. R.J. Cacioppo and D. Schumann. “Central and Peripheral routes to advertising effectiveness: The moderating role of Involvement” Journal of Consumer Research 10 (1983) pp135-146.

Roy. Subhadip. “An Exploratory Study in Celebrity Endorsements” Journal of Creative Communications 1:2 (2006).

Websites

Clark, Robert C. and Horstman, IgnatiusJ.(2003)Celebrity Endorsents www.bu.edu/e.con/seminar/micro/pdffav celebendorse.bu.pdf

http://www.chillibreeze.com/articles/Celebrity-endorsement.asp

http://www.coolavenues.com/know/mktg/surabhi2.php

http://mybigmedia.wordpress.com/

http://www.indianmba.com/Occasional_Papers/OP88/op88.html


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ISSN : 2251-1571