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 CredibilityEnsured AttentionHigher degree of recallAssociative BenefitMitigating a tarnished imagePsychographic ConnectDemographic ConnectMass AppealRejuvenating a stagnant brand

All That Glitters is Not Gold - The Flip Side of Using Celebrities

Negative publicityOvershadowingInconsistency in the professional popularity of the celebrityMulti brand endorsements by the same celebrity would lead to overexposureMismatch between the celebrity and the image of the brand

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

Selection of Celebrity

The TEARS Model