CONSUMER PERCEPTION TOWARDS CELEBRITY ENDORSEMENTS. with latest research statistics from adEX media research company.India.

1. Consumer perception
towards Celebrity
endorsements
By-
Rosh Rejendran
Rahul Sharma
Shashank
Sandeep B N
Swetha L
Siddharth Patil

4. Who is a celebrity ?
A celebrity is a person who is widely
recognized in a society.

5. • 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)
Celebrities can be…….

6. What is celebrity endorsement ?
A celebrity endorser is an individual who is known by
the public for his or her achievements in areas other
than that of the product class endorsed

7. Why celebrity?
• Greater believability
• Favorable evaluation of the product.
• Positive purchase intention.

8. 1
• Instant brand awareness and recall.
2
• Celebrity values define, and refresh the brand image.
3
• Celebrities add new dimensions to the brand image
4
• Instant credibility or aspiration PR coverage.
5
• Lack of ideas.
6
• Convincing clients.
Celebrity endorsement are impelled by virtue of
the following motives

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

10. - the realm of celebrity`s impact is
confined to bring in a distinctive identity
and provide AV to the Brand.

11. Effectiveness depends on the existence of a 'fit‘
Effective match:
Reid & Taylor and Amitabh Bachhan,
Accenture and Tiger Woods
Establishing a Perfect
Match

15. • FIT
• HEALTHY
• PERFECT BODY
• SPORTS PERSON
• FOR FITNESS
• FOR HEALTH
CONSCIOUS
• SPORTS SHOE

17. • BEAUTIFUL
• SLIM
• LIGHT WEIGHT
• ZERO FIGURE
• STYLISH
• SLIM
• LIGHT WEIGHT
• STYLISH
• SLEAK

19. • YOUNG
• STYLISH
• ENERGETIC
• CHOICE OF YOUTH
• FOR YOUNG PEOPLE
• ENERGETIC

21. • FAIR
• SOFT SKIN
• BEAUTIFUL
• BEAUTY ICON
• FAIRNESS SOAP
• FEMALE PRODUCT

22. Dearth of salesman
Amitabh bacchan is one man brand industry.Nobody has that 6-to-60 universal appeal who can sell
anything to India, and to Bharat.
.

23. Revolutionized the psychological trend of
using Cadbury from 5-55 age group.
‘A gift that helps foster relationships’.

29. Findings
PURCHASE BEHAVIOUR Vs CELEBRITY LIKELINESS

30. 0%
5%
10%
15%
20%
25%
30%
35%
Very Likely Somewhat Likely Neither Likely nor
Unlikely
Somewhat
Unlikeley
Very Unlikely
12%
34%
30%
16%
8%
32%
20%
34%
10%
4%
Attractiveness
Males
Females

32. Findings
• 64% of all the Males chose Expertise (in the product)
as their most important variable when purchasing
from a celebrity endorse.
• 50% of all the Females placed the greatest amount of
emphasis on Attractiveness for their purchase
decision.

33. • Celebrities have always been the easiest way for
a product launch and will remain to do so in the
near future on the account of their mass appeal
and a world full of star struck loyal fans.
Conclusion

34. • Celebrities overtime can influence the loyalty and
make a person friendlier to a brand.
Conclusion

35. • Consumers are more willing to purchase products
from companies that have perfectly matched the
celebrity to the product they are representing.
Conclusion

36. • Baker, M.,Tagg,S.(2001). Selecting Celebrity Endorsers: The Practitioner’s Perspective.
Journal of Advertising and Research. 41. pp. 39-49
• Bush, A., Craig, A., Victoria, D. (2004) Sports Celebrity Influence on Behavioural Intentions
of Generation Y. Journal of Advertising Research. 44. pp. 108-118
• Elberse, A.,Verleun, J. (2012). The Economic Value of Celebrity Endorsements. Journal of
Advertising Research. June 2012. 146-165.
• Friedman, H., Friedman, L. (2009). Endorser Effectiveness by Product Type. Journal of
Advertising, 19, pp 63-71.
• Gaied, A.,Rached, K. (2010). The Persuasive Effectiveness of Famous and Non Famous
Endorsers in Advertising. IBIMA Business Review.Volume 2010. pp. 14
• Ponpitakpan, C. (2003) The Effect of Celebrity Endorsers Perceived Credibility on Product
Purchase Intention: The Case of Singaporeans. Journal of International Consumer
Marketing, 16. pp. 55-74.
References

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