Celebrity Selection & Role of Celebrities in creating Brand Awareness and Brand Preference - A Literature Review

Supriyo Patra* and Saroj Kumar Datta**

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 1990s. 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.
n 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 forthto 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

*Assistant Professor, Department of Business Administration, West Bengal, AFFILIATION: St. Xaviers College (Autonomous) **Professor and Director, Vellore Institute of Technology Business School, VIT University, Vellore, Tamil Nadu

48

Journal of Marketing & Communication

for 87% share of celebrity endorsement on

Television followed by Sports Person (10%) Table 1 Celebrity Endorsement on TV in 2010.

and Television actor and actresses during 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. September - December 2012 Vol. 8 Issue 2

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 49

about the phenomenon of Celebrity endorsement focusing on celebrity selection model, effect of celebrity endorsement on Brand AwarenessRecall 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).

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 receivers 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 communicators 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 sources 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 sources 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

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 performers Q rating technique are commercially available to select and evaluate entertainment and sports celebrities (Finkle, 1992; Belch and Belch, 2001; Shimp, 2003).

50

Journal of Marketing & Communication

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 Figure 1 Meaning Transfer Model of Mc. Cracken

(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).

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 McCrackens (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 selfconcept. 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 September - December 2012 Vol. 8 Issue 2

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 selfbrand 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 celebritys image and the brands 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 51

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 Ohanian (1991), Johansson & Sparredal (2002), Ericsson & Hakansson (2005), Clow, James, Kranenburg & Berry (2006), etc. Tellis (1998), Johansson & Sparredal (2002), Ericsson & Hakansson (2005), etc. Ericsson & Hakansson (2005), Shimp (2007), Belch & Belch (2001), etc. Shimp (2000), Bergstrom & Skarfstad (2004), Ericsson & Hakansson (2005), etc. Model The Source Credibility Model Description Selection of the celebrity endorser depends on his/her Credibility that can be explained by expertise and trustworthiness. Suggests evaluating attractiveness of the celebrity that depends on three attributes: similarity, familiarity and liking. Q- Rating of a celebrity is calculated based on his/her popularity and familiarity. Says that when selecting an endorser, two general attributes are the most important: credibility, which depends on trustworthiness and expertise; and attractiveness, which consists of three related ideas: Physical attractiveness, respect and similarity. Selection of celebrity endorser depends on his/her 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. Selection of celebrity endorser should refer to such attributes as familiarity, relevance, esteem, differentiation and deportment (behaviour of the celebrity).

The Source Attractiveness Model Q - Ratings

The TEARS model

Shimp (2000), Bergstrom & Skarfstad (2004), Ericsson & Hakansson (2005), etc.

The No TEARS model

Miciak & Shanklin (1994), Osorio (2002), Ericsson & Hakansson (2005), etc.

The FREDD Principle

52

Journal of Marketing & Communication

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 noncelebrity (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 celebritys effectiveness (Lafferty and Goldsmith 1999; Goldsmith et. al. 2000; Lafferty, Goldsmith and Newell 2002).

September - December 2012 Vol. 8 Issue 2

53

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, its 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. 54

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 performers 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 noncelebrity 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.

Journal of Marketing & Communication

Table 3 Brand Endorsement Details of Hindi Film Stars

Sr. No 1 Celebrity (HFS) Amitabh Bachchan Brand Endorsed Reid & Taylor, Boroplus, Eveready, Parker Pen, Binani Cement, ICICI prudential, Cadbury Dairymilk,Tanishq, Navratna oil, Just Dial, Gujarat Tourism Nokia, Airtel, Sunfeast, Fair & Handsom, Belmont, Dish TV, Videocon, Emami Sona Chandi Chywanprash, Pepsodent, Hyundai i10, Nerolac, IIPM, Gitanjali Jewels Inova , Coca cola,Tata Sky,Samsung Mobile, Titan, Parle G Lays, Asian Paints, Lenevo, Royal Stag, Airtel Digital TV, Airtel Voice Message, Taj Mahal Tea, Pepsi, Tata Docomo, Panasonic, John Players, Hero Moto Corp, Mayur, Chloromint Lux, Loreal (Hair colour), Longines Slice, Pantene, Veet, Nakshtra, Godrej Renew Airtel DTH, Vivel, Sony Vaio, Lakhme, Gitanjali Jewels Nikons, Lux, Levis, Nokia, Asmi Jewellery, Garnier

Shah Rukh Khan

3 4

Amir khan Saif Ali Khan

5 6 7 8 9 10

Ranbir Kapoor Salman Khan Aishwarya Rai Bachchan Katrina Kaif Kareena Kapoor Priyanka Chopra

Table 4 Brand Endorsement Details of Indian Cricketers

Sr. No 1 Celebrity (Indian Cricketers) Sachin Tendulkar Brand Endorsed Aviva, Sunfeast, Cannon Camera, Royal Bank of Scotland, Boost, Jaypee Cement, Toshiba, Adidas, Kaspersky Aircel, Sonata, Boost, Pepsi, TVS, Orient PSPO, Lays, Dabur Chyawanprash, Lafarge Concreto, Emami Healthy & Tasty cooking oil Royal Stag, Birla Sunlife, Captain TMT bars, Chirag Computers, Vibgyor Motor Cycle Pepsi, Karbonn Mobile, Zandu Balm, Hero Moto Corp Airtel Digital TV, Reebok, Coca Cola, Karbonn mobile, TVS Motor, Flying Machine, Fast Track Royal Stag, Pepsi Tata Indicom. Pepsi

MS Dhoni

3 4 5 6 7 8 9 10

Yuvraj Singh Saurav Ganguly Virendra Sehwag Gautam Ghambir Virat Kohli Harbajan Singh Irfan Pathan Ishant Sharma

September - December 2012 Vol. 8 Issue 2

55

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.
References

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.

Agrawal, Jagdish and Kamakura, Wagner A (1995), The Economic Worth of Celebrity Endorsers: An Event Study Analysis, Journal of Marketing, 59. No.3, pp.56-62. Atkin, C. and Block, M. (1983), Effectiveness of Celebrity Endorsers, Journal of Advertising Research, 23, March, pp.57-61. Balakrishnan, Lalitha and Kumar C.Shalini (May 2011), Effect of Celebrity Based Advertisements on the Purchase Attitude of Consumers towards Durable Products (A study with reference to the city of Chennai) World Review of Business Research, Vol. 1. No. 2, pp. 98 112. Banyte, Jurate Egle Stonkiene, Zaneta Piligrimiene (2011), Selecting Celebrities in Advertising: The case of Lithuanian sports Celebrity in Non Sport Product Advertising, Economics and Management, 16, pp.1215-1224. Batra, Rajeev and Pamela M. Homer (2004), The Situational Impact of Brand Image Beliefs, Journal of Consumer Psychology, 14 (3), pp.318-330. Belch, George E., and Belch, Michael A. (2001). Advertising and Promotion: An Integrated Marketing Communication Perspective, 5th ed. Boston: Irwin McGraw-Hill. Brierley, Sean (1995), The Advertising Handbook London: Routledge. Costanzo, Paul. J and. Goodnight, Janelle E (2005), Celebrity Endorsements: Matching Celebrity and Endorsed Brand in Magazine Advertisements Journal of Promotion Management, Vol. 11, No. 4, pp.49-62. De Sarbo, Wayne S. and Harshman Richard A (1985), Celebrity and Brand Congruence Analysis, In: Current Issues and Research in Advertising, (Eds.) J.H. Leigh, and C. R Martin, Vol. 4, MI: University of Michigan, pp. 17-52. Dholakia, R and Stemthai, B. (1977), Highly Credible Source: Persuasive Facilitator or Persuasive Liabilities? Journal of Consumer Research, 3, No 4pp. 223-232. Erdogan, B. Zafar (1999), Celebrity Endorsement: A Literature Review, Journal of Marketing Management, 15, 291-314. Escalas, Jennifer.E and Bettman, James.R (2009), Connecting with Celebrities: Celebrity Endorsement, Brand Meaning, and Self-Brand Connections. (Working Paper). Finkle, David (1992, June 7). Q-ratings: The popularity contest of the stars, Wall Street Journal, special section (Themes of the Times), 1. Fishbein, Martin and L. Ajzen (1975), Belief, Attitude, Intention and Behavior. Reading, MA: Addison-Wesley. Forkan, J. (1980), Product Match up Key to Effective Star Presentations, Advertising Age, pp. 51, 42. Freiden, Jon B. (1982), An Evaluation of Spokesperson and Vehicle Source Effects in Advertising, Current Issues and Research in Advertising, Vol. 5 (1), pp. 77-87. Friedman, Hershey H. and Linda Friedman (1979), Endorser Effectiveness by Product Type, Journal of Advertising Research, 19 (5), October, pp.63-71. Friedman, Hershey H., Salvatore Termini and Robert Washington (1977), The Effectiveness of Advertisements Utilizing Four Types of Endorsers, Journal of Advertising, 6 (2), pp.22-34. Goldsmith, Ronald E., Barbara A. Lafferty and Stephen J. Newell (2000), The Impact of Corporate Credibility and Celebrity Credibility on Consumer Reaction to Advertisements and Brands, Journal of Advertising, 24 (3), pp.43-54. Hovland Carl I., Janis, L. Irving, and Kelley, Harold H. (1953), Communicationand Persuasion, New Haven, CT: Yale University Press. Hovland, Carl I. and Weiss, Walter (1951), The Influence of Source Credibility on Communication effectiveness, Public Opinion Quarterly, 15, winter, pp.635-650. Jain, Amit and Patel Rajnikant. P (2011), Effectiveness of Celebrity Endorsers in Various Product Categories Journal of Marketing Trends, Vol.1, No.2, pp. 1-11. Kahle, L.R. & Homer, P. (1985) Physical attractiveness of the celebrity endorser: a social adaptation perspective. Journal of Consumer Research, 11(4), pp. 954961. Kalra, Ajay and Ronald C. Goodstein (1998), The Impact of Advertising Positioning Strategies on Consumer Price Sensitivity, Journal of Marketing Research, 35 (May), pp.210-224. Kamen, Joseph M., Azhari, Abdul C. and Kragh, Judith R (1975). What a Spokesman Does for a Sponsor, Journal of Advertising Research, 15. April, pp. 17-24. Kamins, Michael A (1990), An Investigation into the Match-Up-Hypothsis in Celebrity Advertising: When Beauty Be Only Skin Deep, Journal of Advertising, 19, No.l, pp.4-13. Kamins, Michael A (1989), Celebrity and Non-Celebrity Advertising in a Two-Sided Context Journal of Advertising Research. 29. No.3, pp.34-42. Keller, Kevin. L (2007) Strategic Brand Management: Building, Measuring and Managing Brand Equity, 2nd ed. New Delhi: Prentice Hall of India. Lafferty, Barbara A. and Ronald E. Goldsmith (1999), Corporate Credibilitys Role in Consumers Attitudes and Purchase Intentions When a High Versus a Low Credibility Endorser is Used in the Ad, Journal of Business Research, 44 (2), February, pp.109-116. Lafferty, Barbara A. and Ronald E. Goldsmith and Stephen J. Newell (2002), The Dual Credibility Model: The Influence of Corporate and Endorser Credibility on Attitudes and Purchase Intentions, Journal of Marketing Theory and Practice, 10 (2), Summer, pp.1-12. Langmeyer, Lynn and Walker, Mary (1991a), A First Step to Identify the Meaning in Celebrity Endorsers In: Advances in Consumer Research. (Eds.) Rebecca R Holman and Michael R Solomon, Vol. 18, Provo, Utah: Association for Consumer Research, pp.364-371. Langmeyer, Lynn and Walker, Mary (1991b), Assessing the Affects of Celebrity Endorsers: Preliminary Findings, In: American Academy of Advertising

56

Journal of Marketing & Communication

Proceedings, (Ed.) Rebecca R Holman, pp.32-42. Leschnikowski, Katja, Markus Schweizer and Jan Drenger (2006), Celebrities as Image conditioner for Brands? An Empirical Study Based on the Match-up Hypothesis, 2006 AMA Winter Educators Conference Proceedings, (eds.) Jean L Johnson and John Hullard, Vol 17, Chicago, pp.7-8. McCracken, Grant (1989), Who is the Celebrity Endorser? Cultural Foundations of the Endorsement Process, Journal of Consumer Research, 16 (December), pp.310-169. McGuire, William J. (1985), Attitudes and Attitude Change, In: Handbook of Social Psychology, (Eds.) Gardner Lindzey and Elliot Aronson, Vol. 2 NY Random House, pp.233-346. Misra, S. & Beatty, S. (1990) Celebrity spokesperson and brand congruence. Journal of Business Research, 21(2), pp. 159173. Mitchell, Andrew A. and Jerry R. Olson (1981), Are Product Attribute Beliefs the Only Mediator of Advertising Effects on Brand Attitude? Journal of Marketing Research, 18 (August), pp.31832. Nam-Hyun Um (Fall 2008), Exploring the Effects of Single vs. Multiple Products and Multiple Celebrity Endorsements Journal of Management and Social Sciences, Vol. 4, No. 2, pp.104-114. Ohanian, Roobina (1991), The Impact of Celebrity Spokespersons Perceived Image on Consumers Intention to Purchase, journal of Advertising Research, 31, No.l, pp. 46-52. Ohanian, Roobina (1990), Construction and Validation of a Scale to Measure Celebrity Endorsers Perceived Expertise, Trustworthiness and Attractiveness, Journal of Advertising, 19. No.3, pp. 39-52. Ohanian, Roobina (1991), The Impact of Celebrity Spokespersons Perceived Image on Consumers Intention to Purchase, journal of Advertising Research, 31, No.l, pp. 46-52. Petty, Richard E., Cacioppo, John T., and Schuman, David (1983), Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement Journal of Consumer Research, 10, December, pp.135-146. Renton, Karla (2006), The Relationship of Celebrity Advertisements to Consumer Attitude and Purchase Intention, Unpublished Masters Thesis Submitted to the Florida State University, Tallahassee. Ross, Rhonda P., Toni Campbell, John C. Wright, Aletha C. Huston, Mabel L. Rice and Peter Turk (1984), When Celebrities Talk, Children Listen: An Experimental Analysis of Childrens Response to TV Ads with Celebrity Endorsement, Journal of Applied Developmental Psychology, 5 (3), July-September, 185-202. Rossiter, John R and Percy, Lary (1987), Advertising and Promotion Management London: McGraw-Hill, Inc. Sanbonmatsu, David M. and Frank R. Kardes (1988), The Effects of Physiological Arousal of Information Processing and Persuasion, Journal of Consumer Research, 15 (December), pp.379385. Shimp, Terence A. (2003). Advertising, Promotion, & Supplemental Aspects of Integrated Marketing Communications, 6th edition. Mason, OH: Thomson South-Western. Solomon, Michael R (1996), Consumer Behavior. 3rd Edition, London: Prentice-Hall International, Inc. Till, B.D. & Busler, M. (2000) The match-up hypothesis: physical attractiveness, expertise, and the role of fit on brand attitude, purchase intentions, and brand beliefs. Journal of Advertising, 29(3), pp. 113. Till, B.D. and Busier, M. (1998), Matching Products with Endorsers: Attractiveness versus Expertise, Journal of Consumer Marketing, 15, No.6, pp.576-586. Till, Brian D. and Terence A. Shimp (1998), Endorsers in advertising: The Case of Negative Celebrity Information, Journal of Advertising, 27 (1), pp.67-82. Vakratsas, Demetrios and Tim Ambler (1999), How Advertising Works: What Do We Really Know? Journal of Marketing, 63 (January), pp.26-43. V. Rajeswari, L.Manivannan and N.B.Premkumar (August 2010), Quantitative Approach to Measure the Effectiveness of Celebrity Advertisements an Empirical Analysis College Sadhana Journal for Bloomers of Research, Vol. 3, No. 1, pp.54-58. Walker, Mary, Lynn Langmeyer and Daniel Langmeyer (1992): Celebrity Endorsers: Do You Get What You Pay For? The Journal of Consumer Marketing, 9 (2), pp.69-75. www.tamindia.com (21st February, 2012).

September - December 2012 Vol. 8 Issue 2

57

Copyright of Journal of Marketing & Communication is the property of Journal of Marketing & Communication and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use.