CELEBRITY ADORSEMENT

CELEBRITY ADORSEMENT
The term Celebrity refers to an individual who is known to the
public (actor, sports figure, entertainer, etc.) for his or her
achievements in areas other than that of the product class
endorsed (Friedman and Friedman, 1979). This is true for classic
forms of celebrities like
Actors (e.g., Amitabh Bachchan, Shahrukh Khan, Aishwarya Rai,,
Preity Zinta, Aamir Khan and Pierce Brosnan).
Models (e.g., Mallaika Arora, Milind Soman, Naomi Campbell, etc),
Television Personalities (Husain, Smriti Irani),
Sports figures (e.g., Sachin Tendulkar, Sania Mirza, Anna
Kournikova, Michael Schumacher, Tiger Woods, etc),
Entertainers (e.g., Kapil Sharma,Cyrus Broacha, Oprah Winfrey,),
And pop-stars (e.g., Madonna, Shakira).

Why Celebrity Endorsements?

Establishment of Credibility
Ensured Attention
Higher degree of recall
Associative Benefit
Mitigating a tarnished image
Psychographic Connect
Demographic Connect
Mass Appeal
Rejuvenating a stagnant
brand

All That Glitters is Not Gold - The Flip Side of

Using Celebrities

Negative publicity
Overshadowing
Inconsistency in the professional
popularity of the celebrity
Multi brand endorsements by the
same celebrity would lead to
overexposure
Mismatch between the celebrity and
the image of the brand

Selection of Celebrity
The selection is in fact a collaboration, from which
both the company and the Celebrity gains.

The TEARS Model