CELEBRITY

ENDORSEMENT

A sign of a celebrity is
that his name is often worth
more than his services.
-Daniel J Boorstin

CELEBRITY
Celebrities are people who enjoy public recognition by
a large share of a certain group of people Celebrity
refers to an individual who is known to the public,
such as actors, sport figures, entertainers and
others of the like for his or her achievement in
areas other than that of the product class
endorsed.

Actors ( Shahrukh khan, Amitabh Bachchan )

Models ( Malaika Arora, Milind Soman)
Sports athletes (Sachin Tendulkar, Roger Federer )
Pop Stars (Britney Spears, Lady Gaga)
Businessmen (Mukesh Ambani, Vijay Mallya)
Politicians (Barack Obama)
Fictional celebrities (Ronald McDonald, Fido dido,
Amul Girl)

What is celebrity endorsement?

Celebrity
endorsement is an
use of celebrities in
order to increase
the sales and or
recall the value of
particular brand is
called celebrity

MOTIVES BEHIND ENDORSEMENT

BY CELEBRITIES :
Helps to position and re-position existing brands.
Brings global awareness to a brand and brand
recall.
Contributes extensive PR advantage and
opportunities
for brands.
Famous personalities are a major influence
for our lifestyles.
To push the demand of the product
To bring the reliability and retention of the
product.
Instant Credibility
To refresh the brand image.

what?

Any brand can get a

celebrity. That is easy. But

getting a celebrity
consistent with the right
brand, to the right degree,
at the right time, for the
right purpose and in the
right way... that is not
easy.

Impact of celebrity
endorsement on a
brand
S=P* D*AV --the multiplier effect
Where S is a successful brand,
P is an effective product.
D is Distinctive Identity
and AV is Added values.

Indian Consumer Mentality

They look up to certain public faces and aspire to be

one among them.
Brand Ambassadors connect with a sense of
attachment.
Brands have temptation to use celebrity ambassador
and motivates the consumer towards the purchase of
prooduct.

Several models have been developed

that give insight to independent
variable effecting celebrity
endorsement and hence its efficacy.

(A) Source credibility and attractiveness.

The endorser has to be trustworthy enough to modify peoples attitude towards the
brand.
Source attractiveness refers to the endorsers physical approach, personality,
likeability, and similarity to the receiver, thus to the perceived social values of the
source.

(B) The match-up hypothesis.

Effectiveness depends on the existence of a fit between
the celebrity spokesperson and endorsed brand.
It says that celebrity endorsement will only effect buying
behavior if the characteristics of the product match-up
with the image conveyed by the celebrity.
17

78

REEBOK
BIPASHA BASU/
M S DHONI

PRODUCT

FIT

FOR FITNESS

HEALTHY

FOR HEALTH

PERFECT BODY
SPORTS PERSON

CONSCIOUS
SPORTS SHOE

SONY VAIO
KAREENA

PRODUCT

BEAUTIFUL

SLIM

SLIM

LIGHT WEIGHT

LIGHT WEIGHT

STYLISH

ZERO FIGURE

SLEAK

STYLISH

(C) Model of meaning transfer.

According to McCraken (1989), the previous models discussed
above are not capable of capture the success factors of the
endorsement process
The central premise is that celebrities encodes unique sets of
meanings which might be transferable to the endorsed product.
Culture
Endorsements
Consumption

Endorsement

Meaning
Acquisition

Consumption

Role 1

Role 2

Celebrity

Produc
t

Consum
er

Role 3
Stage 1

Note
:

Path of Meaning
Movement

Stage 2

Stage 3

Stage of Meaning
Movement

(D) Multiple brand and celebrity endorsement.

Some celebrities are endorsing several
brands.
Or a specific brand is endorsed by different
spokesperson.

IS THEIR INFLUENCE
STRONG
ENOUGH???????

RETURNS
Brand awareness and recall.
Celebrity value define and

refreshes brand image

PR coverage
Time saving

Increase in sales figure.

Repair tarnished brand

image.

 Associative benefit

Giving message to
the target market.
Pshographic connect

Risk
Celebrity overshadowed the brand
Creditability of celebrity
Brand switching
Company wars through celebrities

Conflicting image
Multiple endorsement
Influence of celebrity scandals and moral violation on
brands

How to make it a
success
mantra?

Have a long term celebrity association with the

company Eg: Sachin tendulkar - boost.

Focus on idea that connects brand and celebrity.
Think how the celebrity can used in the interest of the

brand. Eg: Hrithik Roshan Hide n Seek

Multiple celebrities for a single brand

dilute the associations. Eg: Pepsi

CELEBRITY ENDORSEMENT
CASES : MAKE OR BREAK
SHAHRUKH KHAN CASE : MAYUR SUITINGS
Shahrukh Mayur khan is how this
Product came to be known.
Brings to product his persona of
high class lifestyle
Great fit between what the product
stands for, what the customer expect
And what the celebrity means to
consumer and thus boost up the
sales.

Rani Mukherjee Hero Cycles

( Negative impact )
Reflects celebrity is used only for popularity
Without looking for brand- celebrity fit.
Cycles are used by men generally and the
target consumers were low income group.
consumers could not make any relation
between product and celebrity and were not
Assured of product attributes and thus lack
Motivation to buy and the ad was called as
back.

BRANDS ENDORSED BY DHONI :

PEPSI :
YOUNGISTAN
MERI JAAN
LAYS USE
YOUR TONGUE
REEBOK
:YOUR MOVE

CONCLUSION
Before choosing the celebrity the
marketer has to decide how far the
benefits outweigh the risks associated.
Because celebrity endorsement can
create a buzz and make a consumer feel
better about the product but it can not
itself guarantee sales.

Endorsing a
celebrity is a
means to an end
and not an end in
itself

H
C
KU
O
H
A
H
T
I
M
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Y
JA