project Final Dissertation

8/18/2019 project Final Dissertation

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“CELEBRITY ENDORSEMENT AFFECTING

CONSUMER’S ATTITUDE TOWARD THEADVERTISEMENT AND PURCHASE

INTENTION”

DISSERTATION

SUBMITTED IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR

THE AWARD OF THE DEGREE OF

POST GRADUATE DIPLOMA IN

MARKETING MANAGEMENT

SUBMITTED BY

AMIR MASOOD

(09-DMM-!"

UNDER THE SUPERVISION OF

DR#BILAL MUSTAFA KHAN

DEPARTMENT OF BUSINESS ADMINISTRATION

FACULTY OF MANAGEMENT STUDIES $ RESEARCH

ALIGARH MUSLIM UNIVERSITY

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CONTENTS

Certificate

Acknowledgement

Preface

CHAPTER ONE% INTRODUCTION

1.1 Consumer Behavior 1. Bu!in" Behavior 1.# De$ision Pro$ess1.% &'ver(isin"1.) Ce*e+ri(! En'orsemen(1., Su$$ess-u* En'orsemen(s En'orsers1./ Forms o- Ce*e+ri(! En'orsemen(s1.0 Perse$(ives (o En'orsemen(1.2 Ris3s Invo*ve' in Ce*e+ri(! En'orsemen(1.14 Me(ho's (o Re'u$e Ris3 in Ce*e+ri(! En'orsemen(

CHAPTER TWO% LITERATURE REVIEW

CHAPTER THREE% RESEARCH METHODOLOGY

#.1 Nee' o- (he s(u'!#. O+5e$(ives o- (he s(u'!#.# Resear$h Me(ho'o*o"!#.% Mana"eria* Im*i$a(ions#.) 6imi(a(ions

CHAPTER FOUR% DATA ANALYSIS AND INTERPRETATION

CHAPTER FIVE% CONCLUSION

Bibliography

Annexure

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C&')*+ O,*

INTRODUCTION

& $ha**en"e -a$e' +! $omanies is ho7 (o in-*uen$e (he ur$hasin" +ehavior o-

$onsumers (hrou"h $e*e+ri(! en'orsemen(. For more (han -i-(! !ears (he a'ver(isin"

in'us(r! has +een usin" $e*e+ri(! en'orsemen(8 Mari*!n Monroe an' Mar*9ne Die(ri$h

are -amous e:am*es ;I''io*s8 44 no

'ou+( insire' +! (he 'e$*inin" e--e$(iveness o- (he 'i--eren( mar3e(in"

$ommuni$a(ions ;B*on'? an' Roo@en8 44,< A (he a'ver(isin" in'us(r! is 7i**in" (o

a! (he in$reasin" re7ar's (he $e*e+ri(ies are as3in" ;(he $os(s o- (he so( 7i(h Ni$o*e

i'man -or Channe* V amoun( (o /.) mi**ion Euro= Davi' Be$3ham -or &'i'as 1,4

mi**ion= i*e((e ,0 mi**ion an' Pesi ).) mi**ion= Ti"er oo's -or Ni3es "o*-

a'ver(isemen(s 10 mi**ion


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# CONSUMER BEHAVIOR

I( $an +e 'e-ine' as (he ro$ess an' a$(ivi(ies eo*e en"a"e in 7hen sear$hin" -or8

se*e$(in"8 ur$hasin"8 usin"8 eva*ua(in" an' 'isosin" o- ro'u$( an' servi$es so as (o

sa(is-! (heir nee's an' 'esires. Coman!Js su$$ess in in-*uen$in" ur$hase +ehavior

'een's in *ar"e ar( on ho7 7e** (he! un'ers(an' $onsumer +ehavior. Comanies

nee' (o 3no7 (he se$i-i$ nee' $us(omers are a((em(in" (o sa(is-! an' ho7 (he!

(rans*a(e in(o ur$hase $ri(eria. The! nee' (o un'ers(an' ho7 $us(omers ma3e

ur$hase 'e$ision.

# BUYING BEHAVIOR

Consumer 'e$isionAma3in" varies 7i(h (he (!e o- +u!in" 'e$ision (he! ma3e.

Comanies nee' (o un'ers(an' ho7 $us(omers ma3e ur$hase 'e$isions. The 'e$ision

(o +u! (oo(has(e8 a (ennis ra$Gue(8 a ersona* $omu(er an' a ne7 $ar are a*KA

'i--eren(. Com*e: an' +i"A(i$3e( i(em ro'u$(s are *i3e*! (o (a3e more (ime as

$omare' (o imu*se ro'u$(. Consumer +u!in" +ehavior 'een's uon (he 'e"ree o-

'i--eren$es a*on" (he +ran's.

# C./*1 B234,5 B*&'64.+%

Consumers en"a"e in $om*e: +u!in" +ehavior 7hen (he! are hi"h*! invo*ve' in

ur$hase an' are a7are o- si"ni-i$an( 'i--eren$es amon" +ran's. This is usua**! (he

$ase 7hen (he ro'u$( is e:ensive8 +ou"h( in -reGuen(*!8 ris3! an' hi"h*! se*-A

e:ressive. T!i$a**! (he $onsumer 'oes no( 3no7 mu$h a+ou( (he ro'u$( $a(e"or!

an' has mu$h (o *earn. For e:am*e erson +u!in" a ersona* $omu(er 3no7s 7ha(

a((ri+u(es he is *oo3in" -or. Consumer +u!in" +ehavior invo*ves a (hreeAs(e ro$ess.

Firs(8 (he +u!er 'eve*os +e*ie-s a+ou( (he ro'u$(. Se$on'8 heshe 'eve*os a((i(u'es

a+ou( (he ro'u$(. Thir'8 heshe ma3es a (hou"h(-u* ur$hase $hoi$e.

# D477.,',8*% R*284,5 B23*+ B*&'64.+%

Some(imes (he $onsumer is hi"h*! invo*ve' in a ur$hase +u( sees *i((*e 'i--eren$e in

(he +ran's. The hi"h invo*vemen( is +ase' on (he -a$e( (ha( (he ur$hase is e:ensive8

in-reGuen( an' ris3!. In (his $ase (he +u!er 7i** sho aroun' (o *earn 7ha( is avai*a+*e

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+u( -ai* Gui$3*!8 erhas reson'in" rimari*! (o "oo' ri$e or (o ur$hase

$onvenien$e. For e:am*e $are( +u!in" is a hi"hAinvo*vemen( 'e$ision +e$ause

$are(in" is e:ensive an' se*-Ae:ressive !e( (he +u!er ma! $onsi'er mos( $are( in a

"iven ri$e ran"e (o +e (he same. &-(er (he ur$hase8 (he $onsumer mi"h( e:erien$e

'issonan$e (ha( s(ems -rom no(i$in" $er(ain 'issa(is-!in" -ea(ures o- (he $are( or

hearin" -avora+*e (hin" a+ou( o(her $are(s. The $onsumer 7i** +e a*er( (o in-orma(ion

(ha( 5us(i-ies hisher 'e$ision.

:# H';4)2' B234,5 B*&'64.+%

Man! ro'u$(s are +ou"h( un'er $on'i(ions o- *o7 $onsumer invo*vemen( an' in (he

a+sen$e o- si"ni-i$an( +ran' 'i--eren$es. Consi'er sa*(8 $onsumer has *i((*e

invo*vemen( in (his ro'u$( $a(e"or!. The! "o (o (he s(ore an' rea$h -or (he +ran'. I-

(he! 3ee rea$hin" -or (he same +ran' i( is ou( o- ha+i( no( ou( o- s(ron" +ran' *o!a*(!.

There is "oo' evi'en$e (ha( $onsumers have *o7 invo*vemen( 7i(h mos( *o7 $os(8

-reGuen(*! ur$hase' ro'u$(s. i(h *o7 invo*vemen( ro'u$(s8 $onsumer +ehavior

'oes no( ass (hrou"h (he norma* +e*ie-8 a((i(u'e an' +ehavior seGuen$e. Consumers

'o no( sear$h e:(ensive*! a+ou( (he +ran's.


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In-orma(ion Sear$h. Eva*ua(ion &*(erna(ive. Pur$hase De$ision. Pos( Pur$hase Behavior.

C*ear*! (he +u!in" ro$ess s(ar(s *on" +e-ore (he a$(ua* ur$hase an' has

$onseGuen$es a-(er7ar's. The mo'e* im*ies (ha( $onsumer asses seGuen(ia**!

(hrou"h -ive s(a"es in +u!in" a ro'u$(. Bu( (his is no( (he $ase8 ese$ia**! 7i(h *o7

invo*vemen( ur$hase. Consumer ma! s3i or reverse some s(a"es. Thus 7omen

+u!in" her re"u*ar +ran' o- (oo(has(e "o 'ire$(*! -rom (he nee' -or (oo(has(e (o (he

ur$hase 'e$ision8 s3iin" in-orma(ion sear$h an' eva*ua(ion. Bu( a $onsumer

in(eres(e' in +u!in" *a(o 7i** ass (hrou"h a** (he s(a"es s(a(e' a+ove.

#< ADVERTISING

Half the money I spend on advertising is wasted; the trouble is, I don't know which

half" - ohn anama3er. -a(her o- mo'ern a'ver(isin".

&'ver(isin" is an imor(an( so$ia* henomenon 7hi$h +o(h s(imu*a(es $onsum(ion

an' e$onomi$ a$(ivi(! an' mo'e*s *i-es(!*es an' aA $er(ain va*ue orien(a(ion.

Consumers are $on-ron(e' 7i(h su+s(an(ia* 'ai*! 'oses o- a'ver(isin" in mu*(ime'ia.

Ever! one seems (o ho*' an oinion a+ou( various ase$(s o- a'ver(isin" ran"in" -rom

amusemen( an' a'mira(ion (o $!nism an' $on'emna(ion. On one han' a'ver(isin" is

are$ia(e' enou"h (o +e (he su+5e$( o- TV (a*3 sho7s an' $ome'! s3i(s8 (o have ree*s

o- a7ar' 7innin" $ommer$ia* *a! in (hea(res (o have i(s ar( an' s*o"ans (o 7orn

rou'*! on $*o(hin" an' (o hear a'ver(isin" hrases +e$ome (he i'iom o- ever!'a!

see$h. On (he o(her han'8 $onsumers -ear $over( maniu*a(ion an' su+*imina*

(e$hniGues an' o-(en $om*ain a+ou( a'ver(isin" $*u((er8 +ana*i(!8 se:ism8 re'a(ion o-

$hi*'ren an' $on(inuin" ro*i-era(ion in(o ne7er me'ia an' venues.

&'ver(isin" is 'e-ine' a$$or'in" (o o(*er asLan! ai' -orm o- nonAersona*

resen(a(ion an' romo(ion o- i'eas8 "oo's or servi$es +! an i'en(i-ie' sonsor. The

ai' ase$( o- (he 'e-ini(ion means (ha( sa$e Aor (ome -or an a'ver(isin" messa"e

mus( +e +ou"h(8 7hi*e (he nonAersona* ase$( means (ha( a'ver(isin" invo*ves mass

me'ia su$h as TV8 ra'io8 ma"a@ines8 ne7saers an' +i**+oar's (ha( $an (ransmi( a

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messa"e (o a *ar"e num+er o- in'ivi'ua*s o-(en a( (he same (ime. &'ver(isin" is (he

+es(A3no7n -orm o- romo(ion +e$ause i( $an +e a ver! $os(Ae--e$(ive me(ho' o-

$ommuni$a(in" 7i(h *ar"e au'ien$es an' i( $an +e use' (o $rea(e +ran' ima"es8

ena+*in" (he se**er (o reea( a messa"e man! (imes. &*so i( is Gui(e ervasive ;Be*$h

an' Be*$h8 441


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#*8)46*7

&'ver(isin" o+5e$(ives $an +e $*assi-ie' a$$or'in" (o 7he(her (heir aim is (o in-orm8

ersua'e or remin'. These a'ver(isin" o+5e$(ives are o- (hree (!esL

# I,?.+/')46* A6*+)474,5%

This (!e o- a'ver(isin" is +asi$a**! in (he ioneerin" s(a"es o- (he ro'u$( $a(e"or!.

I(s o+5e$(ive is (o +ui*' rimar! 'eman'. For e:am*e8 (he !o"hur( in'us(r! ini(ia**!

ha' (o $on-irm $onsumers o- !o"hur(Js nu(ri(iona* +ene-i(s. E.". (e**in" (he mar3e(

a+ou( a ne7 ro'u$( or su""es(in" ne7 uses -or a ro'u$(.

# P*+72'746* A6*+)474,5%

This (!e o- a'ver(isin" is use' in (he $ome(i(ive s(a"e. Here (he o+5e$(ive is (o +ui*'

se*e$(ive 'eman' o- a ar(i$u*ar +ran'. For e:am*e8 Chivas Re"a* a((em(s (o

ersua'e i(s $us(omers (ha( i( rovi'es +e((er (as(e an' s(a(us (han o(her +ran's o-

s$o($h 7his3e!. E.". (e**in" (he mar3e( a+ou( a ne7 ro'u$( or su""es(in" ne7 uses

-or a ro'u$(.

:# R*/4,*+ A6*+)474,5%

This (!e o- a'ver(isin" is imor(an( -or ma(ure ro'u$(s i.e. (he ro'u$(s (ha( have an

es(a+*ishe' mar3e( a*rea'!. The o+5e$(ive o- a'ver(isin" here is (o remin' eo*e (o

ur$hase a ar(i$u*ar +ran'. For e:am*e8 e:ensive -our $o*our a's o- Co$a Co*a in

ma"a@ines are in(en'e' (o remin' eo*e (o ur$hase Co$a Co*a8

&no(her e:am*eL remin'in" $us(omers o- (he ro'u$( shou*' i( +e nee'e' in (he near

-u(ure. Vo*3s7a"en o-(en remin' $onsumers o- (he re*ia+i*i(! o- (heir ro'u$(. No7

(he )MJs o- a'ver(isin" areL

MissionA ha( is (he a'ver(isin" o+5e$(iveQ Mone!AHo7 mu$h amoun( $ou*' +e sen(Q Messa"eAha( messa"e 7ou*' i( $onve!Q Me'iaAha( me'ia shou*' +e use'Q Measuremen(AHo7 are (he resu*(s "oin" (o +e eva*ua(e'Q

#


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Throu"h resear$hes various mo'e*s have $ome u (ha( 'es$ri+e (he various -a$(s o-

$onsumer +ehavior. These mo'e*s su""es( ho7 (he $onsumers +ehave in resonse (o a

ar(i$u*ar mar3e(in" $ommuni$a(ion an' 7h! 'o (he! +ehave so. The mar3e(

resear$hers (rie' (o un'ers(an' (he resonse ro$ess an' (he manner in 7hi$h (hese

$ommuni$a(ions 7or3 ;ese$ia**! a'ver(isin"


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Ce*e+ri(ies ar(i$u*ar*! movie s(ars8 TV ersona*i(ies8 ou*ar en(er(ainers8 sor(s

i$ons rovi'e a ver! $ommon (!e o- re-eren$e "rou aea*. Re-eren$e "rou

aea*s (o (he *o!a* -o**o7ers an' (oo mu$h o- (he "enera* u+*i$8 $e*e+ri(ies reresen(

an i'ea*i@a(ion o- *i-e (ha( mos( eo*e ima"ine (he! 7ou*' *ove (o *ive. &'ver(isers

sen' enormous sums o- mone! (o have $e*e+ri(ies romo(e (heir ro'u$(s8 7i(h (he

e:e$(a(ion (ha( (he rea'in" or vie7in" au'ien$e 7i** rea$( osi(ive*! (o (he $e*e+ri(ies

asso$ia(ion 7i(h (he ro'u$(.

Those a'ver(isemen(s -ea(urin" $e*e+ri(ies are ra(e' more osi(ive*!. This is ese$ia**!

(rue amon" (eena"ers8 7ho are more *i3e*! (o ro5e$( (he $e*e+ri(iesJ $re'i+i*i(! (o (he

a'ver(isin" messa"e an' (he en'orse' ro'u$(.

#! CELEBRITY ENDORSEMENT

Ce*e+ri(! en'orsemen(s u** in hun're's o- $rores ever! !ear8 an' are 7i'e*!

re-erre' +! $omanies (o romo(e (heir ro'u$(s. Usin" $e*e+ri(ies -or en'orsin"

+ran's has +e$ome a (ren' -or +ui*'in" (he +ran's as 7e** as (he $oman!Js ima"e.

ho are (hese $e*e+ri(iesQ &n' 7ha( 'oes $e*e+ri(! en'orsemen( meanQ & $e*e+ri(! is

a erson 7ho is 7e** re$o"ni@e' +! (he u+*i$8 an' has a reu(a(ion -or hisher

e:er(ise in hisher $hosen si*os. Sor(s ersons an' -i*m s(ars -i( (he +i** er-e$(*!.

Promo(ion o- a $oman!Js ro'u$(s (hrou"h (hese $e*e+ri(ies is (erme' as $e*e+ri(!

en'orsemen(. The $oman! ma3es use o- (he $e*e+ri(!Js $hara$(eris(i$s an' Gua*i(ies

(o es(a+*ish an ana*o"! 7i(h (he ro'u$(s se$ia*(ies 7i(h an aim (o osi(ion (hem in

(he min's o- (he (ar"e( $onsumers. Ce*e+ri(! en'orsemen(8 (hus8 is one o- (he o7er-u*

(oo*s a'o(e' +! $omanies$omanies (o $onso*i'a(e (heir +ran';s< in (he $ro7'e'

mar3e(*a$e. Consumers re-er (o o7n a +ran' (ha( has a "oo' reu(a(ion8 an' 7hensomeone *i3e a -amous -i*m s(ar or a sor( s(ar is asso$ia(e' 7i(h (ha( ar(i$u*ar +ran'8

i( is o+vious (ha( (he $onsumers 7i** "e( a((ra$(e' (o i(8 +e$ause (he $onsumer 7an(s (o

main(ain some s(a(us8 an' -ee*s (ha( usin" a +ran' romo(e' +! a s(ar $an sa(is-! (ha(

*on"in".

#!# W&3 C**;+4)4*7@

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There is a m!(h (ha( $e*e+ri(! en'orsemen( is use' (o "ive a +ran' a'van(a"e over i(s

$ome(i(ors. Ho7ever8 $hoosin" a $e*e+ri(! -or (his urose reGuires $onsi'era+*e

amoun( o- $a*$u*a(ions. There shou*' +e some(hin" $ommon +e(7een (he +ran' an'

(he $e*e+ri(! romo(in" i(. 6e( us $ome (o (he main Gues(ion as (o 7h! $omanies use

$e*e+ri(ies (o romo(e (heir +ran's. Is (here a rea* nee' (o asso$ia(e a $e*e+ri(! 7i(h (he

ro'u$(Q Yes seems (o +e (he resoun'in" ans7er. This is +e$ause a $oman! nee's (o

$rea(e a7areness an' in(eres( in (he $onsumers min' 7hen i( unvei*s a ne7 +ran' or

ro'u$(. To +e su$$ess-u*8 +ran's nee' (o $onvin$e $onsumers (ha( (he! $arr! a

'i--eren( ima"e an' va*ue -rom o(her $ome(in" ro'u$(s. In o(her 7or's8 +ran's have

(o sho7 (heir (rue ersona*i(! (o (he o(en(ia* $onsumer;s


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$hara$(eris(i$ o- re*ia+i*i(! an' 'een'a+i*i(! (o (he +ran';s< he en'orses. The reason

7h! Cas(ro* uses Dravi' (o romo(e i(s en"ine oi* seems (o +e *o"i$a*8 as (he $oman!

7an(s (o $onve! (o (he (ar"e( $us(omers (ha( Cas(ro* is 'een'a+*e8 an' "ives (he

vehi$*e a *on" *i-e.

#!# H47).+3 .? C**;+4)3 E,.+7*/*,)

Ce*e+ri(ies are invo*ve' in en'orsin" a$(ivi(ies sin$e *a(e nine(een(h $en(ur!. The

a'ven( o- $e*e+ri(! en'orsemen(s in a'ver(isin" in In'ia +e"an 7hen Hin'i -i*m an'

TV s(ars as 7e** as sor(sersons +e"an en$roa$hin" on a (erri(or! (ha( 7as8 un(i* (hen8

(he e:$*usive 'omain o- mo'e*s. One o- (he -irs( sor(s en'orsemen(s in In'ia 7as

7hen Faro3h En"ineer +e$ame (he -irs( In'ian $ri$3e(er (o mo'e* -or Br!* $ream. The

In'ian $ri$3e( (eam no7 earns rou"h*! Rs. 144 $r. (hrou"h en'orsemen(s. There 7as a

sur( o- a'ver(isin"8 -ea(urin" s(ars *i3e Ta+assum ;Pres(i"e Pressure Coo3ers


13/82

use a 3no7n -a$e in an i'ea. Sa'*!8 ver! o-(en (he $e*e+ri(! is hire' -irs( an' an i'ea is

(hen 7eave' aroun' his or her resen$e.

& $e*e+ri(!Js resen$e in (he a' shou*' +e $on(e:(ua*. hen $ri$3e( *a!er Sa$hin

Ten'u*3ar 'e$*ares8 Boos( is (he se$re( o- m! ener"!8 i( 'oesnJ( seem ou( o- $on(e:(.

In(erna(iona**!8 Ni3eJs asso$ia(ion 7i(h Mi$hae* or'an is *e"en'ar! an' a*so *o"i$a*.

Ce*e+ri(! en'orsemen(s 7or3 +es( 7hen (he $e*e+ri(! is no( in(ro'u$in" (he +ran'.

hen (he ro'u$( a*rea'! has a s(ron" i'en(i(! an' a USP (ha( is 7e** es(a+*ishe'8

(hen a $e*e+ri(! $an $ome in an' "ive (he +ran' an a''e' -i**i an' "enera(e some

more in(eres( va*ue. Ho7ever8 7ha( is o- aramoun( imor(an$e is (o -in' a $om*e(e

-i( +e(7een (he va*ues o- (he +ran' an' (he va*ues o- (he $e*e+ri(!. One nee's (o $rea(e

a uniGue si(ua(ion or s(or! (ha( *in3s (he $e*e+ri(! (o (he ro'u$(.

Ce*e+ri(! En'orsemen(s as a s(ra(e"! si"nin" u s(ars -or en'orsemen(s is a (imeA

(es(e' s(ra(e"! an' has +een e--e$(ive*! use' +! some o- (he (o +ran's in (he 7or*'

in$*u'in" Ni3e an' Pesi8 In In'ia (oo8 H66 has use' Hin'i -i*m s(ars (o en'orse (heir

+eau(! soa 6u: sin$e (he -i-(ies. Vima*8 Thrums U8 7a*ior an' Dinesh are some o-

(he o(her +ran's (ha( use' s(arAaea* in (he ear*! 'a!s o- mass a'ver(isin". &n' 7ho

$an -or"e( ai* JPa*mo*iveJ DevQ

S(ar en'orsemen(s have severa* +ene-i(s8 3e! amon" (hem +ein" +ui*'in" $re'i+i*i(!8

-os(erin" (rus( an' 'ra7in" a((en(ion... an! or a** o- 7hi$h $an (rans*a(e in(o hi"her

+ran' sa*es. So ho7 'oes one 'e$i'e 7he(her (o u( a $e*e+ri(! in an a'Q I'ea**!8 (his

shou*' +e 'i$(a(e' +! (he $ommuni$a(ion i'ea. Ce*e+ri(! en'orsemen(s shou*' +e use'

7hen (he $ase is 5us(i-ie'. There are man! $ases 7here !ou nee' (o use (he $e*e+ri(! (o

+rea3 ou( o- a $a(e"or! $*u((er. &( (imes $e*e+ri(! en'orsemen( is use' (o +ui*'

$re'i+i*i(! (o (he +ran' o--er.

Mos( e:er(s $on$ur (ha(8 7hen use' 5u'i$ious*!8 $e*e+ri(! en'orsemen(s $an +e an

e--e$(ive s(ra(e"!. &n' (here are man! e:am*es o- "oo' an' +a' use o- $e*e+ri(ies.

&$(or &mi(a+h Ba$h$han8 7ho has +een use' +! some $omanies *i3e Par3er Pens

an' ICICI Home 6oans remar3a+*! 7e** 7hi*e some o(hers have +een una+*e (o

e:*oi( his Bi" B s(a(us (oo 7e**. Shah Ru3h hanJs en'orsemen( o- H!un'ai San(ro

(oo seems (o have 7or3e' 7e**.

13


14/82

In a (es( o- (he ma($h u h!o(hesis8 amins ;1224< 'emons(ra(e' (ha( (he osi(ive

ima$( o- a $e*e+ri(! en'orser 'een's in ar( on roer -i( +e(7een (he $e*e+ri(! an'

(he ro'u$(. Some evi'en$e even su""es(s (ha( a** S(ree( va*ues (he use o- $e*e+ri(!

en'orsers A &"ra7a* an' ama3uraJs ;122)< ana*!sis o- s(o$3 ri$e movemen(s

sho7e' (ha( ress re*eases announ$in" $e*e+ri(! en'orsemen( $on(ra$(s resu*(e'8 on

avera"e8 in a .%% e:$ess re(urn ;ourna* o- &'ver(isin"8 u*! 122/


15/82

Ce*e+ri(! en'orsemen(s "ive a +ran' a (ou$h o- "*amour an' (he hoe (ha( a -amous

-a$e 7i** rovi'e a''e' aea* an' name re$o"ni(ion in a $ro7'e' mar3e(. In (he

+a((*e -or (he min'8 !ou "e( (he $us(omer e:$i(e' +! sho7in" him a 3no7n -a$e8 an'

an e--e$(ive 'eman' is $rea(e'. In shor( i( he*s in$rease (he re$a** va*ue o- (he +ran'.

& ie$e o- resear$h s(a(es (ha( (he (ar"e( au'ien$e a"e "rou o- 1)A#4 "e(s in-*uen$e'

-irs( +! $ri$3e(ers8 (hen Bo**!7oo' s(ars an' on*! (hen musi$8 -es(iva*s an' -oo'.

&$$or'in" (o Source redibility !heory, a$$e(an$e o- (he messa"e 'een's on

JB:er(nessJ an' Trus(7or(hinessJ o- (he sour$e. E:er(ness is 'e-ine' as (he er$eive'

ability o- (he sour$e (o ma3e va*i' asser(ions. Trus(7or(hiness is 'e-ine' as (he

er$eive' -willingness o- (he sour$e (o ma3e va*i' asser(ions. &u'ien$e a$$e(an$e

in$reases 7i(h (he e:er(ness o- (he sour$e an' (he a+i*i(! o- (he au'ien$e (o eva*ua(e

(he ro'u$(.

&$$or'in" (o Source ttractiveness !heory, 7hi$h is +ase' on so$ia* s!$ho*o"i$a*

resear$h8 (he a$$e(an$e o- (he messa"e 'een's on -ami*iari(!8 *i3ea+i*i(! an'

simi*ari(!8 -ami*iari(! is (he au'ien$eJs 3no7*e'"e o- (he sour$e (hrou"h e:osure=

*i3ea+i*i(! is (he a--e$(ion -or (he sour$eJs h!si$a* aearan$e an' +ehavior 7hi*e

simi*ari(! is (he resem+*an$e +e(7een sour$e an' re$eiver. This (heor! e:*ains (he

messa"e a$$e(an$e in (7o 7a!sL I'en(i-i$a(ion an' Con'i(ionin". I'en(i-i$a(ion is

7hen (he re$eiver or (he (ar"e( au'ien$e o- (he $ommuni$a(ion +e"ins (o i'en(i(! 7i(h

(he sour$eJs a((ra$(iveness8 an' hen$e (en's (o a$$e( his oinions8 +e*ie-s8 ha+i(s8

a((i(u'es e($. On i'en(i-i$a(ion8 a Guo(e -rom Bi5ou urien8 COO8 Ti(an8 e 'e$i'e'

on &amir +e$ause 7e 7an(e' someone 7ho is a +i( i$oni$8 7ho is s(!*eA$ons$ious

himse*-8 an' some+o'! 7ho $u(s a$ross +o(h se: an' a"e "rou8 +e(7een ur+an an'

rura* In'ia. & $e*e+ri(! is one 7ho is mo*'a+*e an' 7ho is no( overAe:ose'.

Con'i(ionin" is 7hen (he a((ra$(iveness o- (he sour$e is suose' (o ass on (o (he

+ran' a-(er re"u*ar asso$ia(ion o- (he sour$e 7i(h (he +ran'.

ran( M$Cra$3en has $ri(i$i@e' (he revious (7o (heories an' roose' (he #eaning

!ransfer !heory, The (heor! e:*ains (ha( a $e*e+ri(! en$o'es a uniGue se( o-

meanin"s 7hi$h i- 7e** use' $an +e (rans-erre' (o (he en'orse' ro'u$(. Su$h a

(rans-er (a3es *a$e in (hree s(a"es A en$o'in" meanin"s8 meanin" (rans-er8 meanin"

$a(ure ;Fi"ure 1


16/82

I. En$o'in" Meanin"sL Ea$h $e*e+ri(! has a uniGue se( o- meanin"s8 7hi$h

$an +e *is(e' +! a"e8 "en'er8 ra$e8 7ea*(h8 ersona*i(! or *i-es(!*e. In (his

7a!8 (he $e*e+ri(ies en$o'e a se( o- meanin"s in (heir ima"e. For e:am*e

Prei(! in(a $an +e seen as a *ive*!8 $harmin"8 +u++*!8 7i((! an'

en(husias(i$.II. Meanin" Trans-erL This s(a"e (rans-ers (hose meanin"s (o (he ro'u$(.

hen s3i**-u**! or(ra!e'8 $e*e+ri(ies $an $ommuni$a(e (his ima"e more

o7er-u**! (han *a! en'orsers.III. Meanin" Ca(ureL This assumes (ha( $onsumers ur$hase ro'u$(s no(

mere*! -or (heir -un$(iona* va*ue +u( a*so -or (heir $u*(ura* an' s!m+o*i$

va*ue. The (heor! sa!s (ha( $onsumers +u! (he en'orse' ro'u$( 7i(h (he

in(en(ion o- $a(urin" some o- (he 'esira+*e meanin"s 7i(h 7hi$h$e*e+ri(ies have asse' on (o (he ro'u$(. This is more eminen( in *i-es(!*e

ro'u$(s *i3e $*o(hes8 er-umes8 $e** hones e($.

Does $e*e+ri(! en'orsemen( rea**! 7or3Q Theore(i$a**! !es8 +e$ause (he Gua*i(ies

asso$ia(e' 7i(h (he en'orser are asso$ia(e' 7i(h (he +ran' an' (he +ran' (here-ore

remains a( (he (o o- (he $onsumerJs min'. Ho7ever one nee's (o rea*i@e (ha( (he

ima$( o- an en'orser $anno( +e sus(aina+*e in a** ro'u$( $a(e"ories an' in a** (he

s(a"es o- +ran' *i-e $!$*es. I( rea**! 'een's uon (he (!e o- ro'u$(. I- i( is a

J-un$(iona* +ran'J8 (hen (he ro'u$( i(se*- is (he hero. Here an! $e*e+ri(! asso$ia(ion

7i(h (he +ran' 7i(hou( $orreson'in" er-orman$e o- (he ro'u$( 7i** no( +e

sus(aina+*e. hi*e in$rease o-J ima"e +ran'sJ8 *i3e (he $a(e"ories o- soas8 so-( 'rin3s8

$i"are((es e($.8 7here i( is 'i--i$u*( (o 'is(in"uish +e(7een (he ro'u$(s8 $e*e+ri(!

en'orsemen(s he* (o 'is(in"uish +e(7een (he +ran's a( an emo(iona* *eve*. & resear$h

$on'u$(e' +! S!nova(e8 a "*o+a* mar3e( resear$h -irm8 revea*e' (ha( %/ eo*e

7ou*' +e more *i3e*! (o +u! a +ran' (ha( 7as en'orse' +! (heir -avori(e $e*e+ri(!.

Pesi Co. has use' a varie(! o- $e*e+ri(ies in$*u'in" &ish7ar!a Rai8 Hri(hi3 Roshan8

&mi(a+h Ba$h$han8 areena aoor8 Rahu* hanna8 Far'een han8 Sa$hin Ten'u*3ar

e($. &mon"s( a'ver(isemen(s -ea(urin" $e*e+ri(ies8 Pesi (os (he hea 7i(h (he hi"hes(

re$a** o- /48 7hi*e ar$hriva* Co3e is *o7er a$ross a** mar3e(s 7i(h ) re$a**. This

roves (ha( Pesi has rea**! e:*oi(e' (he use o- $e*e+ri(ies in (heir a'ver(isemen(s an'

has 7or3e'.

16


17/82

Hin'us(an 6everJs J6u:J soa in In'ia has +een usin" ou*ar -i*m a$(resses (o en'orse

(he soa sin$e i(s *aun$h -our 'e$a'es a"o im*!in" (ha( (he! o7e (heir s(unnin" *oo3s

(o (he +ran'. This $onsis(en( messa"e hen$e rein-or$es (he +ran' va*ues an' has +een

su$$ess-u**! a+*e (o osi(ion (he soa ri"h(*! as (he J+eau(! soa.

I( 7ou*' +e 'i--i$u*( (o 5u'"e (he 'ire$( e--e$( o- $e*e+ri(! en'orsemen( on (he sa*es or

ro-i(s o- (he $oman!. On &mi(a+h Ba$h$han en'orsin" RIN8 an H66 so3eserson

sa!s (ha( i( 7as (oo ear*! (o "au"e (he su$$ess o- JRin 1 in (erms o- sa*es an' (ha(

(hou"h Da+ur hea*(h$are ro'u$(sJ sa*es ha' imrove'8 (he in$rease $ou*' no( +e

so*e*! a((ri+u(e' (o him. Simi*ar*!8 (here are a*so $ases 7herein (here 7as a 'rama(i$

$han"e in (he sa*es -i"ure a-(er (he en'orsemen(s. For e:am*e Rahu* Ma*ho(ra8

&sso$ia(e Dire$(or Mar3e(in"8 P In'ia Guo(es Cer(ain*!8 i( has he*e' us romo(e

our +ran' JHea' Shou*'ersJ. 6as( !ear8 7e 7ere ran3e' as No. an' (his !ear 7e

are mar3e( *ea'ers in (his se"men( 7i(h over %) mar3e( share.

D. ar"8 Vi$eAPresi'en( ;Mar3e(in"


18/82

F452+*%

#!# P.74)46* I/'8)7 .? C**;+4)3 E,.+7*/*,) ., )&* B+',

&rova* o- a +ran' +! a s(ar -os(ers a sense o- (rus( -or (ha( +ran' amon" (he (ar"e(

au'ien$e. This is ese$ia**! (rue in $ase o- ne7 ro'u$(. Ce*e+ri(ies ensure a((en(ion o-

(he (ar"e( "rou +! +rea3in" (he $*u((er o- a'ver(isemen(s an' ma3in" (he

a'ver(isemen( an' (he +ran' more no(i$ea+*e. & $e*e+ri(!Js re-eren$e -or a +ran'

"ives ou( a ersuasive messa"e an' hen$e8 +e$ause (he $e*e+ri(! is +ene-i(in" -rom (he

+ran'8 (he $onsumer 7i** a*so +ene-i(. There is a 'emo"rahi$ an' s!$ho "rahi$

$onne$(ion +e(7een (he s(ars an' (heir -ans. Demo"rahi$ $onne$(ion es(a+*ishes (ha(

'i--eren( s(ars aea* 'i--eren(*! (o various 'emo"rahi$ se"men(s i.e. a"e8 "en'er8

$*ass8 "eo"rah! e($.8 7hi*e s!$ho "rahi$ $onne$(ion es(a+*ishes (ha( s(ars are *ove'an' a'ore' +! (heir -ans. Some s(ars have a universa* aea* an' (here-ore rove (o +e

18


19/82

a "oo' +e( (o "enera(e in(eres( amon" (he masses. &no(her inva*ua+*e +ene-i( -rom

$e*e+ri(! en'orsemen(s is (he u+*i$ re*a(ion oor(uni(ies.

D7ane Ha* Dean s(u'ie' (he e--e$(s o- (hree e:(rinsi$ a'ver(isemen( $ues vi@. (hir'

ar(! en'orsemen(8 even( sonsorshi an' +ran' ou*ari(! on +ran' manu-a$(urer

eva*ua(ion. I( 7as o+serve' (ha( en'orsemen( si"ni-i$an(*! a--e$(e' on*! ro'u$(

varia+*es ;Gua*i(! an' uniGueness< an' one ima"e varia+*e ;es(eem


20/82

Irani 7ho *a!s Tu*siJ in a -amous soa has "arnere' a *o( o- suor( -rom (he mi''*eA

$*ass house7i-e (o'a!. I- she 7ou*' en'orse a +ran'8 (here 7ou*' +e more re*a(ivi(!

an' $re'i+i*i(!. I( $an +e sai' a+ou( Pri!a Ten'u*3ar 7ho use' (o *a! (he $hara$(er o-

Ra5ani.

#!# N*5')46* 4/'8)7 .? C**;+4)3 E,.+7*/*,) ., )&* ;+',

More o-(en (a*3e' a+ou( is (he e:(reme usa"e o- a $e*e+ri(! $a**e' J*a@! a'ver(isin"J8

(ha( is ina'eGua(e $on(en( mas3e' +! usa"e o- a $e*e+ri(!. & "oo' e:am*e is (he use

o- Boris Be$3er +! Si!aram an' S(eve au"h +! &NP Sanmar. &*so as sai' ear*ier8

asso$ia(in" 7i(h a s(ar8 in i(se*- 'oes no( "uaran(ee sa*es. There is a*so (he -ear o-

Bran'A$e*e+ri(! 'is$onne$( 7hi$h oin(s ou( (ha( i- (he $e*e+ri(! use' reresen(s

va*ues (ha( $on-*i$( 7i(h (he +ran' va*ues8 (he a'ver(isin" 7ou*' $rea(e $on-*i$( in (he

min's o- (he (ar"e( au'ien$e.

C*u((er in +ran' en'orsemen(s is ver! rominen( (hese 'a!s an' su$h 3in' o- overA

e:osure $an +e +a' -or (he +ran' as (he re$a** va*ue 'ros +! a hu"e mar"in. &

ou*ar 'ra7+a$3 o- $e*e+ri(! en'orsemen( is (he JVamire E--e$(J or (he $e*e+ri(!

oversha'o7in" (he +ran'. Some vie7ers -or"e( (he +ran' (ha( a $e*e+ri(! is arovin".

O(hers are so se**+oun' +! (he ersona*i(! o- (he $e*e+ri(! (ha( (he! $om*e(e*! -ai*

(o no(i$e (he +ran' +ein" a'ver(ise'. T7o ne7 'ra7+a$3s $an +e seen (hese 'a!s 7ha(

$omanies $a** Ce*e+ri(! Tra an' Ce*e+ri(! Cre'i+i*i(!. Ce*e+ri(! (ra is 7hen (he

$e*e+ri(! +e$omes an a''i$(ion -or (he mar3e(in" (eam an' (he (as3 (o -in' su+s(i(u(es

+e$omes more an' more 'i--i$u*(8 *ea'in" (o sur-ei( o- $e*e+ri(ies. Ce*e+ri(! $re'i+i*i(!

re-ers (o s3e(i$ism +! (he $onsumers re"ar'in" (he $e*e+ri(ies8 ese$ia**! 7hen (here

is an!(hin" ne"a(ive re"ar'in" (he $e*e+ri(! asso$ia(e' 7i(h (he +ran' in (he ne7s8

(hen +ran' is +oun' (o +e a--e$(e'. For e:am*e8 &ir or'anJs "enera(e' revenue sa*es

o- 1#4 mi**ion in (he -irs( !ear. The sa*es 'roe' misera+*! in (he se$on' !ear 7hen

or'an misse' , "ames 'ue (o a +ro3en -oo(. &no(her main 7orr! o- (he a'ver(isers

is (ha( (heir $e*e+ri(! en'orser 7ou*' "e( $au"h( in a s$an'a* or an em+arrassin"

si(ua(ion.

Mu*(i*e ro'u$( en'orsemen( a*so has a ne"a(ive ima$( on $us(omersJ ur$hasin"

in(en(ions. Tri et al$ inves(i"a(e' (he e--e$(s o- mu*(i*e ro'u$( en'orsemen( +!

$e*e+ri(ies on $us(omersJ a((i(u'es an' in(en(ions. The! -oun' (ha( (he num+er o-

20


21/82

ro'u$(s a $e*e+ri(! en'orses ne"a(ive*! in-*uen$es $onsumer er$e(ion o- (he

en'orser an' (he a'ver(isin" i(se*-. I( 7as su""es(e' (ha( 7hen as man! as -our

ro'u$(s are en'orse'8 $e*e+ri(! $re'i+i*i(! an' *i3ea+i*i(!8 as 7e** as a((i(u'e (o7ar's

(he a'8 ma! a((enua(e.

Suers(ar &mi(a+h Ba$h$han en'orses mu*(i*e +ran's *i3e Pesi8 Mirin'a8 ICICI8

BP68 Par3er ens8 Nero*a$8 Da+ur8 Rei' Ta!*or8 Maru(i Versa8 Ha5mo*a8 Ti'e8

Ca'+ur! an' a -e7 so$ia* messa"es. I( has 7or3e' in some $ases8 7hi*e in some $ases

i( has no(. D. .

ain8 Chairman an' Presi'en(8 6u:or ri(in" Ins(rumen(s Pv(. 6('8 (he $oman! o- (he

Par3er +ran' sai'. Usin" &mi(a+h Ba$h$han as our +ran' am+assa'or has he*e' in

s(ren"(henin" our +ran' ima"e an' re$a** 7i(hin (he (ar"e( au'ien$e. Tarun oshi8

Communi$a(ions Cus(o'ian8 Rei' Ta!*or sai'8 &mi(a+h Ba$h$han is an i$on 7i(h

universa* aea* an' has he*e' us (o rea$h ou( (o (he rea* JBhara(.J In -a$(8 a"en(s an'

re(ai*ers have (o*' us (ha( a*rea'! $us(omers have s(ar(e' as3in" a+ou( (he J&mi(a+h

7a*i sui(in".1 In$rease o- Nero*a$ Pain(s8 7hi$h 7as en'orse' +! &mi(a+h Ba$h$han8

aroun' 04 o- (he reson'en(s 7hen as3e' (o asso$ia(e Ba$h$han 7i(h an! ain(8 'i'

so 7i(h &sian Pain(s8 7hi$h is (he +i""es( $ome(i(or o- Nero*a$.

The +u'"e( or $os( is an imor(an( -a$(or -or $e*e+ri(! en'orsemen(. Deen'in" on (he

s(a(us o- (he $e*e+ri(!8 remunera(ion $ou*' run in(o mi**ions o- ruees -or severa* !ears

or ma! a*so in$*u'e a ro-i( sharin" *an. For e:am*e 7hen S. umarJs use' Hri(hi3

Roshan -or (heir *aun$h a'ver(isin" -or Tamarin'8 (he! re$3one' (he! sen( %4 A )4

er $en( *ess on me'ia 'ue (o (he sheer ima$( o- usin" Hri(hi3. Sa$hinJs en'orsemen(s

"o( him 10 mi**ion over -ive !ears. hen &amir -irs( en'orse' Pesi in 122)8 he

re$eive' Rs 1/ *a3h -or i(= his Co3e $ommer$ia*s in 1222 "o( him Rs $rore. Hri(hi3

Roshan in his hi"h-*!in" 'a!s reor(e'*! ma'e over Rs. 4 $rore in en'orsemen(s an'

even(s +! 441.

Ho7ever8 a num+er o- +ran's have +een +ui*( 7i(hou( $e*e+ri(! en'orsemen(. For

some o- (heir +ran's8 Hin'us(an 6ever an' Pro$(er am+*e 'o no( +e*ieve in

$e*e+ri(! en'orsemen( +e$ause (he! (hin3 (ha( $onsumers8 ese$ia**! house7ives8 are

more *i3e*! (o i'en(i-! 7i(h a *a!erson on s$reen (han a $e*e+ri(!. Pro$(er am+*e

21


22/82

*aun$he' i(s JRe5oi$eJ +ran' in In'ia 7i(h (es(imonia*s from or'inar! 7omen in (heir

TV a'ver(isin". Fe7 more e:am*es o- (his 7i** +e 6i-e+uo!8 hee*8 De((o*8 C*ose

U8 an' Fevi$o* e($.

#!#9 C&..74,5 )&* R45&) C**;+4)3

&mi(a+h Ba$h$han8 Shahru3h han8 Hri(hi3 Roshan8 Sa$hin Ten'u*3ar8 an' Sourav

an"u*! -i"ure amon" a han'-u* o- $e*e+ri(ies 7ho have +een en'orsin" +ran's.

Comanies have "one a s(e -ur(her (o *o$a*i@e (heir en'orsemen(s8 so as (o have a

s(ron"er ima$( +! roin" in (he re"iona* s(ars8 7ho $omman' a "oo' -o**o7in"

amon" (he *o$a* $onsumers. I( is8 never(he*ess8 hi"h (ime $omanies re(hin3 (heir

s(ra(e"ies o- usin" $e*e+ri(ies -or en'orsin" (heir +ran's8 as (his (ren' is -as( +e$omin"

a $*i$h?8 7ha( 7i(h ever! o(her romo(ion -ea(urin" one or ano(her8 an' (he (ri$3

*osin" i(s $harm. The Gues(ion is 7he(her (he $e*e+ri(! $an srea' hisher va*ues over

su$h a 7i'e or(-o*io o- +ran's (ha( are en'orse'8 an' 7ha( 3in' o- imression 7ou*'

(he $onsumer have -or (he en'orse' +ran'Q The o(her ase$( 7hi$h sees $omanies

-or3 ou( hu"e ;some(imes as(ronomi$a*< sums o- mone! -or "e((in" (heir ro'u$(s

en'orse' +! $e*e+ri(ies has (o +e *oo3e' a( -rom (he re(urn on inves(men( oin( o-

vie78 an' a*so (he mar3e(in" an"*e8 7hi$h rea$hes uniGueness an' 'i--eren(ia+i*i(! o-

(he ro'u$(s.

Can $e*e+ri(ies ma3e +ran's rea$h (he hei"h(s (he $omanies asire -orQ I( is 'i--i$u*(

(o ans7er (his Gues(ion. Ce*e+ri(ies $an +ui*' +ran's8 an' a( (he same (ime8 $omanies

ma! have (o -o*' u i- (he en'orsemen( 'oes no( $*i$3 7i(h (he (ar"e( au'ien$e.

Comanies nee' (o +e $are-u* +e-ore $hoosin" a $e*e+ri(! -or en'orsin" (heir +ran'8 as

(he! sen' hu"e amoun(s on (heir +ran's an' a*so on (he $e*e+ri(!. The use o- a$e*e+ri(! shou*' he* in +ui*'in" (he +ran'Js ima"e. The ros an' $ons o- usin" a

ar(i$u*ar $e*e+ri(! have (o +e $onsi'ere' +e-ore usin" (hem -or en'orsemen(s= an'

$re'i+i*i(! o- (he $e*e+ri(! is o-(en one o- (he +asi$ -a$(ors in 'e(erminin" hisher

sui(a+i*i(! -or (he en'orsemen(. Comanies have (o $he$3 i- (here e:is(s a ma($h

+e(7een (he +ran' an' (he $e*e+ri(!8 an' 7he(her (he 'ea* is 7or(h (he inves(men(.

There are some +asi$ $ri(eria -or se*e$(in" (he ri"h( 3in' o- $e*e+ri(! -or a +ran'. The!

areL The $e*e+ri(!Js ima"e has (o -i( 7i(h (he a'ver(isin" i'ea an' ma($h (he (ar"e(

au'ien$e an' (he ro'u$(= va*ues8 ou*ari(!8 $re'i+i*i(! an' (he avai*a+i*i(! o- (he

22


23/82

$e*e+ri(!= $os( o- a$Guirin" (he $e*e+ri(!= revious en'orsemen( ;i- an!


24/82

i**e((e8 Po*i$e8 Br!*$ream8 e($. His *i-e(ime 'ea* 7i(h &'i'as a*one earns him 1,4

mn8 7i(h man! o- his o(her en'orsemen(s +ein" su$$ess-u*. Ti"er oo's8 (he (o

"o*-er8 has +een asso$ia(e' 7i(h Ni3e an' &$$en(ure#. The -irs( )A!ear 'ea* he si"ne'

7i(h Ni3e 7as 7or(h %4 mn8 an' (he $oman! *a(er e:(en'e' (ha(. &$$or'in" (o an

es(ima(e +! For+es ma"a@ine8 Ti"er oo's ha' ma'e as mu$h as /0 mn +e(7een

une 44 an' une 44#8 o- 7hi$h a mea"er / mn ;2 o- (o(a*< 7as -rom his

(ournamen(s.

In (he In'ian $on(e:( a*so8 (here have +een Gui(e a -e7 e:am*es o- +ran's8 7hi$h

have +een su$$ess-u* a-(er +ein" en'orse' +! -amous ersona*i(ies. The (ren' 3i$3e'

o-- 7i(h movie an' (e*evision s(ars +ein" use' -or (he en'orsemen(s. H66 has +een

usin" -i*m a$(resses (o en'orse i(s +eau(! soa 6u:. &mi(a+h Ba$h$han has +een

en'orsin" man! +ran's -or Gui(e some (ime no7. Comanies have +een in a ma' rush

(o in$*u'e Ba$h$han in (heir romo(ions (o a((ra$( $us(omers8 +e$ause o- (he -o**o7in"

an' rese$( (he senior an' (a*en(e' s(ar $arries. I( is a sor( o- +e*ie- -or ever! $oman!

an' $oman! (ha( he $an en'orse an! +ran' or an! ro'u$( an' (ha( (he asso$ia(ion

7i** 7in $us(omer a((en(ion. This 3in' o- reu(a(ion has o-(en *e' $omanies (o sen'

hu"e amoun(s on si"nin" -i*m s(ars. Shahru3h 3han a*so has +een in (he en'orsin"

+usiness8 an' his en'orsemen(s in$*u'e Pesi8 H!un'ai San(ro an' Vi'eo$on (o name

a -e7.

In In'ia8 $ri$3e( is -o**o7e' *i3e a re*i"ion an' has8 (hus8 (urne' (o +e a +ree'in"

"roun' -or s(ars (ha( $an +e use' +! $omanies. Comanies have +een ver! Gui$3 in

i'en(i-!in" (his8 an' s(ar(e' usin" $ri$3e( s(ars (o en'orse (heir +ran'sro'u$(s. ai*

Dev8 (he "rea( In'ian $ri$3e(er an' is'om In'ian Cri$3e(er o- (he Cen(ur!8 use' (o

en'orse Pa*mo*ive an' Boos( 'urin" his (enure in (he In'ian $ri$3e( (eam. No78 (he

*is( o- $ri$3e(ers en'orsin" +ran's 7i** +e a *on" one. The +es( an' mos( 7i'e*!

re"ar'e' o- (hem has (o +e Sa$hin Ten'u*3ar8 a*so re-erre' (o as (he *i((*e mas(er8 7ho

$arries a na(ionJs hoe on his shou*'ers in ever! "ame (ha( he *a!s. Ten'u*3ar has

+een asso$ia(e' 7i(h near*! a 'o@en +ran's8 an' $omanies have +een a!in" him

some hun're's o- $rores o- ruees (o vou$h -or (heir +ran's. The *i((*e mas(er has

"iven his $harisma(i$ (ou$h (o +ran's *i3e MRP8 Pesi8 Boos(8 TVS8 &ir(e*8 e($.

# F.+/7 .? C**;+4)3 E,.+7*/*,)7

24


25/82

& $e*e+ri(! $an en'orse +ran's in 'i--eren( 7a!s +ase' on (he urose8 (he

a'ver(isemen( me'ia an' (he aea* (o +e "enera(e'. The ro'u$( $ou*' +e

$ommer$ia* ones or non$ommer$ia* ones ;so$ia* a'ver(isin"


26/82

&'ver(isers o-(en 'ra7 a((en(ion (o (he a's -ea(urin" a h!si$a**! a((ra$(ive erson

7ho serves as a assive or 'e$ora(ive mo'e* ra(her (han as an a$(ive $ommuni$a(or.

This is mos( $ommon 7i(h (he $osme(i$ in'us(ries. Resear$h su""es(s (ha( h!si$a**!

a((ra$(ive $ommuni$a(ors "enera**! have a osi(ive ima$( an' "enera(e a more

-avora+*e eva*ua(ion o- +o(h a's an' ro'u$(s (han (he *ess a((ra$(ive mo'e*s. For

e:am*e8 Rev*on use suerAmo'e* Cin'! Cra7-or' in a'ver(isin" -or various $osme(i$

ro'u$(s. &'ver(isers mus( ensure (ha( (he $onsumerJs a((en(ion shou*' "o +e!on' (he

mo'e* (o (he ro'u$( an' a'ver(isin" messa"e. Comanies mus( a*so $onsi'er 7he(her

(his mi"h( ne"a(ive*! ima$( a'ver(isin" ima$(.

# PERSPECTIVES TO ENDORSEMENT

Perse$(ive (o $e*e+ri(! en'orsemen( $an +e s(u'ie' un'er (he -o**o7in" hea'sL

## C./',37 P*+7*8)46* ). E,.+7*/*,)

& $e*e+ri(! he*s 7&.+) &', ' ;+', in o(her 7or's ma3es a +ran' s(an'

ou(. Ce*e+ri(ies -a$i*i(a(e 4,7)',) ''+*,*77 ', 4//*4')* '))*,)4.,#

Ce*e+ri(! 6'2*7 *?4,* ', +*?+*7& )&* ;+', 4/'5* an' a $e*e+ri(! a''s

'imension (o i(. & $e*e+ri(! '7 ,* 4/*,74., (o (he +ran' ima"e. & $e*e+ri(! *en's ins(an( 8+*4;44)3 or asira(ion (o (he +ran'. Ce*e+ri(ies save

(ime in $rea(in" (he $re'i+i*i(! a $oman! has (o +ui*' in(o (he +ran's. PR $overa"e is ano(her reason -or usin" a $e*e+ri(!. Mana"ers er$eive

$e*e+ri(ies as (oi$a*8 7hi$h $rea(es hi"h PR $overa"e. In'ee'8 $e*e+ri(!A

$oman! marria"es are $overe' +! mos( me'ia8 -rom (e*evision (o

ne7saers.es(a*( Per$e(ion means usin" a $e*e+ri(! as a reme'!. hen a erson is -amous

eo*e -or"e( a+ou( 7ha( he *oo3s *i3e. &s ever!one 3no7s (he -a$e8 i( is har' (o 5u'"e

7he(her (he erson is re((! or u"*!. The $e*e+ri(! is a reme'! (o mana"ers 7ho run

ou( o- i'eas.

## C**;+4)37 *+7*8)46* ). *,.+7*/*,)%

26


27/82

The -irs( reason (ha( mos( $e*e+ri(ies 7ou*' en'orse a ro'u$( -or is (he &25*

8./*,7')4., invo*ve' 7i(h i(. Se$on' reason 7h! $e*e+ri(ies 7ish (o en'orse is (o

"e( an *,&',8* *6* .? '8=,.*5*/*,) +ase' on (he su$$ess o- (he ro'u$( (he!

are asso$ia(e' 7i(h. BC an' Movers an' sha3ers he*e' s(a+i*i@e (he -as( 'e$*inin"

$areer o- (heir hos(s +! rovi'in" s(ron" au'ien$e re$o"ni(ion. Fina**!8 *,.+7*/*,)

;+**7 *,.+7*/*,)# No( on*! 'oes (he su+5e$( en' u "e((in" +e((er o--ers +u( (he

avenues in re*a(e' an' unre*a(e' -ie*'s a*so oen u. Mos( o- (he $ri$3e(ers -or

e:am*e have a*rea'! +een ma'e (o 7a*3 (he ram an' a *o( o- mo'e*s have a*rea'!

ma'e (heir 7a! in(o movies.

Man! &meri$an $e*e+ri(ies ma3e hu"e sums o- mone! en'orsin" ro'u$(s. Some +i"

s(ars 7onJ( aear in a's +e$ause (he! 7an( -ans (o .(hin3 (he! have so*' ou(. Bu(

man! $e*e+ri(ies 7ho 'onJ( en'orse in (heir na(ive $oun(r! en'orse -or (he aanese

a'ver(isers. Me"a s(ars *i3e Me" R!an8 Bra' Pi((8 Demi Moore an' Harrison For' are

ai' in +e(7een Shnn (o #mn -or a -e7 hoursJ 7or3 (o ma3e 1) (o #4 se$

$ommer$ia*s. hi*e man! $e*e+ri(ies are $ashin" on (hese aanese 'ea*s8 (he! s(i**

(r! (o ro(e$( (heir ima"e a( home8 -or 7hi$h (he! have nonA'is$*osure $on(ra$(s. The

reasons 7h! aanese $omanies are 7i**in" (o she** ou( hu"e sums o- mone! -or

(hese s(ars are as -o**o7sL

The &meri$an $u*(ure an' i(s $e*e+ri(ies -as$ina(e man! aanese. aanese a'ver(isin" emhasi@es s(!*e an' moo' ra(her (han su+s(an$e. Consumers e:e$( (o +e en(er(aine'. I( +oos(s (he en'orsersJ visi+i*i(! an' he*s (he mar3e(in" o- (heir -irms in

aan an' o(her &sian $oun(ries.

##: C.,72/*+7 *+7*8)46* ). *,.+7*/*,)

Messa"es 'e*ivere' +! 7e**A3no7n $e*e+ri(ies a$hieve a &45& *5+** .?

'))*,)4., ', +*8' ?.+ 8.,72/*+7#

C**;+4)3 E1*+)47* *+8*46* +**6',) 4/'5*# E:er(ise is (he 3no7*e'"e

(ha( (he $ommuni$a(or seems (o ossess (o suor( (he $*aims ma'e in (he

a'ver(isemen(s. & 7e**A3no7n -a$e 7ou*' o+vious*! sea3 -or more e:er(ise

(han an or'inar! one. For e:am*e8 Sa$hin Ten'u*3ar 7ou*' a*7a!s +e((er

a'ver(ise Ree+o3.

27


28/82

C**;+4)4*7 '+* *+8*46* T+27).+)&3# Trus(7or(hiness re-ers (o (he

$onsumerJs $on-i'en$e in (he sour$e -or rovi'in" in-orma(ion in an o+5e$(ive

an' hones( manner. Peo*e are more *i3e*! (o (rus( (he Gua*i(! o- a (rus(7or(h!

$e*e+ri(! en'orse' +ran' over a nonAen'orse' one. A/;4)4.27 738&*# Peo*e ae (he $e*e+ri(ies in (heir 'a!A(oA'a! a$(ivi(ies an'

man! even 'reams (o +e$ome *i3e a $e*e+ri(! some 'a!. Some 3no7 (he!

7ou*'nJ( +e$ome as "oo' as (he $e*e+ri(ies +u( sharin" $ommon +e*on"in"s

ma3es (hem -ee* +e((er. P&3748' A))+'8)4.,# Consumers (en' (o er-orm osi(ive s(ereo(!es a+ou(

su$h eo*e. Ph!si$a**! a((ra$(ive eo*e are more su$$ess-u* in $han"in"

+e*ie-s (han nonAa((ra$(ive eo*e.

Bu( (he ersona*i(ies (ha( (he $omanies use -or en'orsin" i(s ro'u$( ma! no( a*7a!s

+e "oo' "u!s. Some(imes some $omanies (r! (o "o o-- (he (ra'i(iona* a(h an' use

(he +a' +o!s -or en'orsemen(. This is mos(*! reva*en( 7i(h (he a(h*e(i$Ashoe

$omanies 7ho are hirin" (he ersona*i(ies en"a"e' in mis'ee's o-- (he $our( or -ie*'.

The ear*ies( use' +a' +o!s 7as -ormer +as3e(+a** s(ar Char*es Bar3*e! (o aear in

(he a' o- Ni3e in (he mi'A24s. &no(her +as3e(+a** *a!er Dennis Ro'man 7as a*so

use' (o en'orse Ni3e. These 7ere a*so 3no7n -or (heir re+e**ious na(ure. Bu( 7ha( are

(he reasons +ehin' (hese o-- (he rou(e en'orsemen(sQ There ma! +e one e:*ana(ion

-or (his. These $omanies are (ar"e(in" !oun" (ren' se((in" ma*es 7ho o-(en i'en(i-!

(hemse*ves 7i(h (he s$an'a*ous an' re+e**ious ima"e o- (hese +a' +o!s. Throu"h

(his (he $omanies (r! (o rea$h (he a$(ua* min'se( o- (hese (!es o- au'ien$es8 (hus

+ein" $*ose (o rea*i(!. In (he $urren( a(h*e(i$ shoe mar3e(8 i( aears (ha( (he +a'

+o!s are +oos(in" u (he $onsumers more (han (he "oo' "u!s.

#9 R47=7 4,6.6* 4, 8**;+4)3 *,.+7*/*,)

There are a num+er o- ris3s (ha( a $oman! (a3es in(o a$$oun( 7hen 'e$i'in" (o use a

$e*e+ri(! (o en'orse a +ran'. These are as -o**o7L

• T&* .6*+7&'.4,5 .? +.28)% &$$or'in" (o Be*$h an' Be*$h ;441<

oversha'o7in" is a ris3 (ha( $omanies mus( +e a7are o- 7hen usin" $e*e+ri(!

en'orser in mar3e(in" $amai"ns. &$$or'in" (o Ti** ;1220< (his o-(en o$$ur

28


29/82

7hen $omanies (r! (o es(a+*ish a *in3 +e(7een a $e*e+ri(! an' $oman! 7hen

(he en'orser are a*rea'! sonsorin" severa* o(her +ran's. The oversha'o7in"

e--e$( 7i** resu*( in (ha( (he $onsumer 5us( sees (he $e*e+ri(! ins(ea' o- (he

ro'u$(. Sin$e (he en'orsers (ha( S3neme5erier is usin" as sai' +e-ore 'on(

'o an! o(her ma5or sonsorshi (he! 'on( see (his as a (hrea(. The $onsumers

mi"h( -o$us (heir a((en(ion (o (he $e*e+ri(! on*! an' 'o no( no(i$e (he ro'u$(.

So (he $oman! mus( use (he $e*e+ri(! 7ho enhan$es (he +ran' ima"e an' a*so

$onve!s (he messa"e (o (he (ar"e( au'ien$e.

• O6*+*1.72+*% &$$or'in" (o Tri e( a* ;122%< overe:osure an' overuse is

an imor(an( ris3 (o $onsi'er 7hen usin" $e*e+ri(! en'orsers. There is a ris3

(ha( $onsumers 'o no( see (he $onne$(ion +e(7een (he +ran' an' en'orser i- heor she is en'orsin" (oo man! ro'u$(s. Ronn! Mnsson sa!s (ha( 7hen i(

$omes (o S3neme5eriers use o- $e*e+ri(! en'orsers -or Proviva &$(ive (he! 'o

no( see an! ris3s $on$ernin" overe:osure an' overuse. Sin$e (he $e*e+ri(ies

(he! are usin" are no( en'orsin" o(her +ran's (ha( $ou*' in(er-ere 7i(h (he

ima"e (he! are (r!in" (o es(a+*ish +e(7een (hemse*ves an' Proviva &$(ive.

&n' 7hen (he en'orser is no( en'orsin" an! o(her ro'u$(s (here is nei(her an!

ris3 -or overuse o- (he $e*e+ri(!. Consumers are some(imes s3e(i$a* o- (he$e*e+ri(ies +e$ause (he! (hin3 (he! are ai' -or en'orsin". This ro+*em is

reva*en( 7hen a $e*e+ri(! en'orses (oo man! +ran's. So (he $oman! mus(

(a3e $are (ha( (he en'orser is no( overe:ose'. For ins(an$e &mi(a+h Ba$h$han

is en'orsin" (oo man! +ran's. This ma! rove (o +e (he ris3 o- overe:osure.

• N*5')46* 8**;+4)3 4,?.+/')4.,% &$$or'in" (o Ti** an' Shim ;1220< (here is

a ris3 (ha( (he $e*e+ri(! en'orser $an re$eive ne"a(ive in-orma(ion an'

u+*i$i(! 7hi$h $an +e (rans-erre' (o (he +ran' (hrou"h (he en'orser.

S3neme5erier -i(s in(o (heor! an' a"rees (ha( (his is a ris3 (he! are a7are o-.

The main ris3 is (ha( one o- (heir en'orser 7ou*' use some i**e"a* 'ru"s (o

enhan$e (heir er-orman$e. The! 'o no( see an! o(her ris3 7hen i( $omes (o

ne"a(ive in-orma(ion +e$ause (he! -ee* (ha( (heir en'orsers *ive a hea*(h! *i-e

an' 7on( 'o an!(hin" (o ris3 (ha(.

• I,6*7)/*,) +47=% a*3er e( a* ;122< sa!s (ha( $e*e+ri(! en'orsemen( is hu"e

-inan$ia* ris3 -or $omanies 'ue (o (he -a$( (ha( $omanies 'on( have $on(ro*

29


30/82

over (he +ehavioura* o- (he en'orsers an' (here-ore $omanies ma! inves(

mone! in some(hin" (ha( $an +e a hu"e se( 'o7n -or (heir $oman!. Ti**

;1220< a"rees 7i(h a*3er e( a* ;122< an' sa!s (ha( i( is imor(an( (o see ho7

man! ro'u$(s (he $e*e+ri(ies are en'orsin". S3neme5erier has in (heir

mar3e(in" +u'"e( a se$i-i$ os( -or (heir inves(men(s in $e*e+ri(!

en'orsemen( an' (he! no7 (ha( i- (he! inves( a "iven amoun( o- mone! (o hire

a $e*e+ri(! en'orser (he! no7 (ha( i( 7i** $os( (hem u (o (he 'ou+*e amoun( (o

a$(ua**! *aun$h a mar3e(in" $amai"n 7i(h (he en'orser. Ronn! Mnsson sa!s

(ha( (here is *ar"er ris3 (o use a -amous a(h*e(e +u( (he! are s(i** 7i**in" (o (a3e

(his ris3 +e$ause (he! 7an( (o (rans-er (he ima"e o- (heir $e*e+ri(ies (o (heir

+ran'. There-ore S3neme5erier -i(s in(o (heor! re"ar'in" inves(men( ris3s.

• E1)4,8)4.,% &$$or'in" (o ie"e* ;120#< (here are man! $e*e+ri(ies (ha(

'isaear -rom (he me'ia -*ash*i"h( 'urin" (heir $on(ra$( 7i(h a $oman!. This

is some(hin" (ha( $omanies shou*' +e a7are o- an' (hin3 a+ou( 7hen usin"

$e*e+ri(! en'orsers. hen 'ea*in" 7i(h e:(in$(ion 7e $an see (ha(

S3neme5erier -i(s in(o (heor!. This is a ris3 (ha( S3neme5erier is a7are o- an'

sa!s (ha( (here are $han$es (ha( (heir en'orser ma! 'o 7ea3 er-orman$es

7hen (he! are $ome(in" an' (here-ore (he! 7i** no( +e in (he me'ia -*ash*i"h(.

Ronn! Mnsson a*so sa! (ha( (he season -or a(h*e(es is -air*! shor( so (he! are

no( in(eres(in" -or (he me'ia a** !ear roun' 7hi$h is a ne"a(ive si'e o- (he

en'orsemen(. There are a*so $han$es (ha( (he en'orser mi"h( in5ure himse*-8

7hi$h ma3es him 'isaear -rom (he me'ia $ir$us -or a *on" (ime8 +e$ause i-

(he! 'on( $ome(e (he! 7on( +e sho7n in (he me'ia.

& $e*e+ri(! +ehavior ma! a*so ose a ris3 (o (he $oman! i- (he $e*e+ri(! "e(s

invo*ve' in $on(roversies e.". 7hen Sa*man han "o( invo*ve' in(o a hi( an' run $ase

his en'orsemen( $on(ra$( 7i(h Thum+s U 7as $an$e**e'.

To avoi' (hese ro+*ems8 $omanies8 rior (o usin" a $e*e+ri(!8 resear$hes his or her

ersona* *i-e an' +a$3"roun'. Man! en'orsemen( $on(ra$(s in$*u'e a mora*s $*ause

7here (he $oman! in'i$a(es (he (ermina(ion o- (he $on(ra$( i- (he $e*e+ri(! "e(s

invo*ve' in an! $on(rovers!8 7hi$h ma! harm (he $oman!Js ima"e.

30


31/82

#0 M*)&.7 ). +*28* +47= 4, 8**;+4)3 *,.+7*/*,)

This se$(ion 'ea*s 7i(h (heories $on$ernin" ho7 usin" mo'e*s (o ma($h $e*e+ri(ies (o

ro'u$(s an' servi$es $an reven( ris3s 7i(hin $e*e+ri(! en'orsemen(.

• R*284,5 +47=

&$$or'in" (o Te**is ;1220< (here are severa* 7a!s in 7hi$h $omanies $an

ensure a"ains( some surrises (ha( $an o$$ur 7hen usin" $e*e+ri(! en'orsers.

Comanies shou*' s(ar( 7i(h a roer*! s$reenin" o- $an'i'a(es (o ensure (ha(

(he! are +u!in" (he ri"h( ima"e8 an' (ha( (he ris3 7i(h (he $e*e+ri(! $on(ra$( is7or(h (he o(en(ia* ris3 -or 'ama"e. Comanies $an a*so se( u $on(ra$(s (ha(

have a mora* $*ause. & mora* $*ause is a *e"a* s(a(emen( (ha( "ives $omanies

(he o(ion (o (ermina(e a $on(ra$( 7i(h a ar(ia* -ee or no -ee a( a**. These

$*auses o-(en s(a(e (ha( i- (he $e*e+ri(! +e$omes invo*ve' in an! si(ua(ion or

o$$urren$e8 7hi$h in (he $oman!s reasona+*e oinion8 su+5e$(s Ta*en( or

Coman! (o ri'i$u*e8 $on(em( or s$an'a* ;i+i'.


32/82

;I+i'.


33/82

7hen i( $omes (o -a$i*i(a(e (he 'eve*omen( o- an asso$ia(ive *in3. hen (here

is a er$eive' -i( +e(7een (he +ran' an' $e*e+ri(!8 (here is a "rea(er ro+a+i*i(!

o- +ui*'in" an asso$ia(ive *in3. Be$ause a oor -i( +e(7een $e*e+ri(! an' +ran'

is su""es(e' (he rimar! $ause o- -ai*e' $e*e+ri(! en'orsemen(. The "rea(er (he

er$eive' -i( +e(7een (he $e*e+ri(! an' (he +ran' (he more Gui$3*! (he

asso$ia(e' *in3 +e(7een (he (7o $an +e e:e$(e' (o 'eve*o. The $hoi$e o-

$e*e+ri(! shou*' -i( 7i(h (he asso$ia(ion (he +ran' ei(her $urren(*! has or

*ausi+*e $ou*' have. hen (he $hoi$e o- $e*e+ri(! -i(s $urren( asso$ia(ions8

(hen (he $e*e+ri(! serves (o rein-or$e e:is(in" asso$ia(ions. I- (he

asso$ia(ionsima"e o- (he $e*e+ri(! -i( (he 'esire' asso$ia(ions (ha( (he +ran'

$ou*' *ausi+*! have8 (hen (he $e*e+ri(! serves (o $rea(e asso$ia(ion -or (he

+ran'. Ho7ever (here is no( on*! imor(an( (ha( (he $e*e+ri(! has a -i( (o7ar's

(he +ran' an' ima"e8 $omanies mus( a*so $onsi'er (ha( (he $e*e+ri(! has a -i(

(o7ar's (he (ar"e( au'ien$e. I( is imor(an( (ha( (he asso$ia(ions (he $oman!

+e*ieves (he $e*e+ri(! has are asso$ia(ions (ha( (he +ran's (ar"e( au'ien$e

a$(ua**! has o- (he $e*e+ri(!. Di--eren( "rous o- eo*e ma! have 'i--eren(

asso$ia(ions -or an! "iven $e*e+ri(!. I( is (here-ore ne$essar!8 (o (es( (he

ossi+*e use o- an! $e*e+ri(! 7i(h (he +ran's (ar"e( "rou (o ensure (ha( (he

ima"easso$ia(ions (he $e*e+ri(! has in (he min's o- (he (ar"e( au'ien$e are

meanin"-u*8 osi(ive an' $onsis(en( 7i(h (he $oman!s e:e$(a(ions ;Ti**8

1220


34/82

&$$or'in" (o Ti** ;1220


35/82

$e*e+ri(! is (he more ersuasive he or she 7i** +e as en'orser. There-ore

$omanies are s(ar(in" (o use (he A va*ue (o es(ima(e ho7 "oo' (heir +ran' is

(o"e(her 7i(h a se$i-i$ $e*e+ri(! en'orser. &$$or'in" (o Shim ;122/< (o -in'

ou( ho7 e--e$(ive an en'orser mi"h( +e Gues(ionnaires are sen( ou( (o

in'ivi'ua*s (ha( are as3e' (o ans7er (7o sim*e Gues(ionsL Have !ou hear' o-

(his ersonQ The se$on' Gues(ion isL I- !ou have8 'o !ou ra(e him or her= oor8

-air8 "oo'8 ver! "oo' or one o- !our -avouri(esQ The ra(in" is (hen $a*$u*a(e'

+! 'ivi'in" (he er$en(a"e o- (he (o(a* sam*e ra(in" (he $e*e+ri(! as one o-

!our -avouri(es +! (he er$en(a"e o- sam*e 7ho 3no7s (he $e*e+ri(! ;Shim8

122/


36/82

C&')*+ ).

R*64* .? L4)*+')2+*

# C**;+4)3 E,.+7*+

The (erm $e*e+ri(! re-ers (o an in'ivi'ua* 7ho is 3no7n (o (he u+*i$ ;a$(or -i"ure8

en(er(ainer8 e($.< -or his or her a$hievemen(s (he areas o(her (han (ha( o- (he ro'u$(

$*ass en'orse' ;Frie'man an' Frie'man8 12/2


37/82

ro'u$(s 7hi$h 7ere inves(i"a(e' 7ere $*assi-ie' in 'i--eren( ro'u$( $a(e"ories 12208

444 o- (he asira(ion "rou. This means (ha( a $e*e+ri(! en'orser $an

+e in(erre(e' as (he Jersona*i(!J o- (he re-eren$e "rou. The re-eren$e "rou Jri$h an'

-amousJ8 7hi$h o-(en $orreson' 7i(h (he 7a! (he $e*e+ri(ies *ive8 is -reGuen(*!

in'i$a(e' as an asira(ion "rou o- 7hi$h $onsumers *i3e (o +e ar( ;De Pe*sma$3er e(

a*.8 44%


38/82


39/82

ro5e$(8 (he ma($hes +e(7een (he ro'u$(s $on$erne' an' a num+er o- $e*e+ri(ies 7ere

ana*!@e'. In (he se$on' resear$h ro5e$( a'ver(isemen(s 7i(h (he +es( an' 7ors(

ro'u$(A$e*e+ri(! ma($hes8 rese$(ive*!8 are $omare' 7i(h a'ver(isemen(s 7i(h a

i$(ure o- an anon!mous erson an' a'ver(isemen(s 7i(hou( a $e*e+ri(! or i$(ure.

The resear$h resu*(s 'o no( in'i$a(e (ha( $e*e+ri(! en'orsemen( is e--e$(ive. This resu*(

7as a*so -oun' -or (he a'ver(isemen(s 7i(h (he en'orsemen( o- $e*e+ri(ies 7ho 7ere

-oun' (o ma($h +es( 7i(h (he ro'u$(s a( han'. These resu*(s8 (here-ore8 su""es( (ha(

(he $onsi'era+*e amoun(s inves(e' in $e*e+ri(! en'orsemen( $ou*' +e((er +e a**o$a(e'

(o o(her a'ver(isemen( en's.

B! ana*!@in" (he in-*uen$e o- $e*e+ri(! en'orsemen( on (he +ran's an' or ro'u$(s

sho7n in (he a'ver(isemen(s8 i( is imor(an( (o ma3e a $*assi-i$a(ion +e(7een hi"h an'

*o7 invo*vemen( o- (he a'ver(isemen(. The E*a+ora(ion 6i3e*ihoo' (heor! ;Pe((! e( a*.

1201< sho7s (ha( a((i(u'es $han"e (hrou"h 'i--eren( rou(es. Un'er $on'i(ions o- hi"h

invo*vemen(8 7here e*a+ora(ion is *i3e*!8 (he a((i(u'e $han"e (rave*s (rou"h a J$en(ra*

rou(eJ in 7hi$h a erson e:er$ises J'i*i"en(J $onsi'era(ion o- in-orma(ion (ha( ;s


40/82

Finan$ia* ris3L asso$ia(e' 7i(h (he ri$e o- (he +ran'sro'u$(s8 ;#< So$ia* ris3L -ear o-

no( +e*on"in" or no( (a3in" ar( (oin a re-eren$e "rou as a resu*( o- ur$hasin" (he

J7ron"J ro'u$(+ran'8 ;%< Oera(iona* ris3L ris3 o- +u!in" a ro'u$( (ha( 'oes no(

oera(e (he 7a! i( shou*' 'o. &no(her s(u'! +! Dean ;1222< (es(e' (he e--e$(s o- (hree

a'ver(isin" $uesA (hir'A ar(! ro'u$( en'orsemen(s8 +ran' ou*ari(! an' even(

sonsorshi (o a--e$( (he $onsumer er$e(ions 7i(h re"ar's (o ro'u$( Gua*i(!8

uniGueness8 manu-a$(urer es(eem an' $orora(e $i(i@enshi. Meh(a ;122%< has -oun'

(ha( (here 7ere no si"ni-i$an( 'i--eren$es -or (he $on$e(s a((i(u'es (o7ar's (he

a'ver(isemen(8 a((i(u'e (o7ar's (he +ran' an' in(en(ions (o ur$hase en'orse'

+ran's +e(7een $e*e+ri(! an' nonA$e*e+ri(! en'orsemen( a'ver(isemen(s. hen

$on-ron(e' 7i(h non $e*e+ri(! en'orsers8 $onsumers 7ere si"ni-i$an(*! more -o$use'

on (he +ran' an' i(s -ea(ures8 7hereas 7i(h $e*e+ri(! en'orsers (he su+5e$(s 7ere

si"ni-i$an(*! more $on$en(ra(e' on (he $e*e+ri(! in (he a'ver(isemen(. Ho7ever8 &(3in

an' B*o$3 ;120#< an' Pe((! e( a*. ;120#< have -oun' (he oosi(e resu*(s o- Meh(a

;122%


41/82

$ommuni$a(ion in ro'u$in" a((i(u'e $han"e ;Ohanion8 1224


42/82

in(en(ion +u( no ma($hAu e--e$( 7as -oun' +ase' on a((ra$(iveness. The! roose'

(ha( e:er(ise is more aroria(e -or ma($hin" ro'u$(s 7i(h $e*e+ri(! en'orsers (han

a((ra$(iveness. a*3er e( a*. ;122< $on$*u'e' (ha( meanin"s an' ima"es are

(rans-erre' -rom (he $e*e+ri(! en'orsers (o (he ro'u$(.

M$Cra$3en ;1202< has a''resse' (he en'orsemen( ro$ess -rom a $u*(ura*

erse$(ive. &$$or'in" (o meanin" (rans-er mo'e*8 (he s!m+o*i$ roer(ies o- (he

$e*e+ri(! en'orser serve (he en'orsemen( ro$ess +! (a3in" on (he meanin"s (ha( (hen

$arr! -rom a' (o a'. The sour$e mo'e*s ;a((ra$(ive an' $re'i+i*i(!< 'o no( e:*ain 7h!

a $e*e+ri(! -ai*s as an en'orser -or one +ran' 7hi*e +ein" su$$ess-u* -or ano(her +ran'.

M$Cra$3en ;120,< e:*ains $u*(ura* meanin"s as some(hin" inheren( an' resi'en( in

(he $u*(ura**! $ons(i(u(e'8 s!$hi$a*8 an' so$ia* 7or*' an' (hen move (hrou"h a

$onven(iona* a(h (o in'ivi'ua* $onsumers 7here i( is (rans-erre' (hrou"h (he e--or(s

o- (he $onsumer. This mo'e* $onve!s (he $e*e+ri(! is a ersuasive $ommuni$a(or 7i(h

a se( o- -i$(iona* ro*es an' 7hen $onsumers reson' (o $e*e+ri(! se$i-i$

$hara$(eris(i$s (he! are reson'in" (o (he ar(i$u*ar se( o- meanin"s o- (he $e*e+ri(!.

The e--e$(iveness o- (he $e*e+ri(! 'een's uon (he meanin"s (he $e*e+ri(! +rin"s (o

(he en'orsemen( ro$ess. He a*so su""es(s (ha( (he ro*e o- (he $e*e+ri(! is no( on*!

+ein" a((ra$(ive or $re'i+*e +u( a*so (he $e*e+ri(! has (o ma3e u $er(ain meanin"s (he

$onsumer -in's $ome**in" an' use-u*.

F452+* % T&* M*',4,5 T+',7?*+ M.*

42


43/82

Sour$eL M$Cra$3en8 1202.

In (he ini(ia* s(a"e o- (his mo'e*8 (he meanin"s "enera(e' (hrou"h o*i(i$a* $amai"ns8

a(h*e(i$ a$hievemen(s an' er-orman$es an'or 'is(an( movie er-orman$es8 resi'e in

$e*e+ri(ies (hemse*ves. In (he se$on' s(a"e8 meanin"s are (rans-erre' (o (he ro'u$(

(hrou"h a'ver(isemen( an' (he en'orsemen( ro$ess. In (he *as( s(a"e8 (he meanin"s

are (rans-erre' -rom (he ro'u$( (o (he $onsumer 7here (he roer(ies o- (he ro'u$(

+e$ome (he roer(ies o- (he $onsumer.

San'hir Sharma8 ro-essor a( Pun5a+ Co**e"e o- Te$hni$a* E'u$a(ion8 6u'hania$arrie' ou( a surve! in 6u'hiana8 (a3in" sam*e si@e o- 144 vie7ers. The s(u'!

$on(aine' (he sam*e si@e o- 1448 a** (he eo*e o- (he a"e o- 10 !ears an' a+ove. The

'emo"rahi$ ro-i*e o- (he reson'en( in$*u'e' # Businessmen8 #) servi$e $*ass

eo*e8 #4 s(u'en(s8 , ro-essiona*s8 % house7ives an' re(ire' ersons. Ou( o- 144

reson'en(s8 ), 7ere ma*es an' %% 7ere -ema*es. The resu*(s sho7e' (ha( )% o- (he

reson'en(s -ee* (ha( $e*e+ri(ies $as( an ima$( (hrou"h (he a'ver(isemen(s 7hi*e %,

'o no( -ee* an! ima$( o- $e*e+ri(ies. Ou( o- )% reson'en(s8 % -ee* (ha( $e*e+ri(ies

a((ra$( a((en(ion (o7ar's an a'8 1) o- (hem -ee* (ha( (he! arouse in(eres( in (he ro'u$(.

43


44/82

1 reson'en(s are o- (he vie7 (ha( $e*e+ri(ies +ui*' a 'esire (o have (he ro'u$( an'

on*! , reson'en(s on*! -ee* (ha( $e*e+ri(ies ini(ia(e an a$(ion (o +u! (ha( ro'u$(. The

s(u'! a*so revea*e' (ha( ma5ori(! o- (he reson'en(s i.e. ,# "e( a((ra$(e' more

(o7ar's Fi*m S(ars (han an! o(her $e*e+ri(!. Ma5ori(! o- (he reson'en(s -e*( (he!

7ou*' $on(inue +u!in" same "oo's -rom (he mar3e( irrese$(ive o- (he a$( o-

a'ver(isin" (he same ro'u$( (hrou"h an! se$i-i$ $e*e+ri(!. The s(u'! -oun' (ha( ver!

-e7 reson'en(s ;#/< have +ou"h( ro'u$(;s< un'er (he in-*uen$e o- an! $e*e+ri(!

7hi$h means (ha( a $onsumer 7an(s some(hin" more in an a'ver(isemen( (han a

$e*e+ri(! (o +e in-*uen$e' enou"h (o +u! (he ro'u$(.

Ce*e+ri(! en'orsemen( is a*7a!s a (7oAe'"e' s7or' an' i( has a num+er o- osi(ives

W i- roer*! ma($he' i( $an 'o 7on'ers -or (he $oman!8 an' i- no( i( ma! ro'u$e a

+a' ima"e o- (he $oman! an' i(s +ran'. Mu3her5ee ;442< has eva*ua(e' asso$ia(e'

-a$(ors (ha( $on(ri+u(e (o (he su$$ess or -ai*ure o- (he en'orsemen(. Ce*e+ri(!

en'orsemen( has +een es(a+*ishe' as one o- (he mos( ou*ar (oo*s o- a'ver(isin" in

re$en( (ime. I( has +e$ome a (ren' an' er$eive' as a 7innin" -ormu*a -or ro'u$(

mar3e(in" an' +ran' +ui*'in". I( is eas! (o $hoose a $e*e+ri(! +u( i( is (ou"h (o

es(a+*ish a s(ron" asso$ia(ion +e(7een (he ro'u$( an' (he en'orser. hi*e (he

ma"ni(u'e o- (he ima$( o- $e*e+ri(! en'orsemen( remains un'er (he urvie7 o- "ra!se$(a$*es8 (his aer is an e--or( (o ana*!@e (he Ima$( o- $e*e+ri(! en'orsemen(s on

+ran's. The s(u'! aime' a( e:aminin" (he re*a(ionshi +e(7een $e*e+ri(!

en'orsemen(s an' +ran's8 an' (he ima$( o- $e*e+ri(! en'orsemen( on $onsumerJs

+u!in" +ehaviour as 7e** as ho7 $onsumer ma3es +ran' re-eren$es. The au(hor

rooses a 4 oin( mo'e* 7hi$h $an +e use' as +*ueArin( $ri(eria an' $an +e use' +!

+ran' mana"ers -or se*e$(in" $e*e+ri(ies an' $ai(a*i@in" (he $e*e+ri(! resour$e

(hrou"h #,4 'e"ree +ran' $ommuni$a(ion 7hi$h8 7hi$h he $onsi'ers (he -oun'a(ion

o- (he ima$( o- $e*e+ri(! en'orsemen(. The ma5or -a$(ors (ha( are havin" ma:imum

ima$(s o- su$$ess-u* en'orsemen( are a< Consis(en$! an' *on"A(erm $ommi(men(8 +<

PrereGuisi(es (o se*e$(in" $e*e+ri(ies8 $< Ce*e+ri(!>+ran' ma($h8 '< Cons(an(

moni(orin"8 e< Se*e$(in" uniGue en'orsers8 -< Timin"8 "< M!oi$ en'orsemen(

s(ra(e"!8 h< Bran' over en'orser i< Ce*e+ri(! en'orsemen( is 5us( a $hanne*8 5< Over

'een'en$! on $e*e+ri(!8 3< The $e*e+ri(! (ra8 *


45/82

C&')*+ T&+**

RESEARCH METHODOLOGY

:# N** ?.+ S)23

The or"ani@a(ions are usin" (he $e*e+ri(! en'orsers -or romo(in" (heir ro'u$(s. The!

$hoose a erson a -a$e 7ho ma! +es(A -i( 7i(h (he ima"e o- (heir ro'u$( an' +ran' as

7e**. &( (he same (ime8 (here is nee' (o 3no7 (he er$e(ions o- (he vie7ers an'

$onsumers. This he*s in es(ima(in" (he ima$( o- ar(i$u*ar $e*e+ri(! en'orser on (he

$onsumer +u!in" +ehavior an' -ina* ur$hase 'e$ision. The imor(an$e o- aroria(e

$e*e+ri(! en'orser -or (he +ran' or ro'u$( resu*(e' in (he nee' -or (he s(u'!.

:# O;>*8)46*7 .? )&* 7)23

This s(u'! ha' (he -o**o7in" o+5e$(ivesA

1. To s(u'! (he si"ni-i$an$e o- $e*e+ri(! en'orsemen(.

. To ana*!@e (he use an' e--e$(iveness o- $e*e+ri(! en'orsers.

#. To measure (he e--e$(iveness8 a((ra$(iveness an' $re'i+i*i(! o- $er(ain

$e*e+ri(ies.

%. To s(u'! (he various 'imensions o- $e*e+ri(! en'orsers.). To es(a+*ish a re*a(ionshi +e(7een $onsumer +ehavior an' $e*e+ri(!

en'orsemen(.

,. To vie7 (he $omanies an' en'orsers erse$(ives (o7ar's $e*e+ri(!.

:#: R*7*'+8& M*)&...53

:#:# D')' C.*8)4.,

T7o 3in's o- 'a(a 7hi$h has +een "a(here' an' use' -or $arr!in" ou( (his resear$h are

1. Se$on'ar! Da(a

45


46/82

. Primar! Da(a

Se$on'ar! Da(a has +een "a(here' (o "ain +e((er un'ers(an'in" o- (he (oi$. I( has

+een $o**e$(e' -rom 5ourna*s8 ma"a@ines8 (e:( +oo3s an' on*ine resour$es. Primar!

Da(a has +een $o**e$(e' (hrou"h a Gues(ionnaire.

:#:# R*7*'+8& D*745,

The resear$h is 'es$ri(ive in na(ure. I( is +ase' on surve! (e$hniGue.

:#:#: S'/4,5 T*8&,42*

Reson'en(s 7ere se*e$(e' ran'om*!. The! have +een $a(e"ori@e' in (hree $a(e"oriesL

10A %8 )A #% an' #) or a+ove. Da(a has +een $o**e$(e' -rom various a"e "rous so(ha( vie7 o- "enera* u+*i$ $ou*' +e o+(aine'.

:#:#< S'/4,5 U,4)

The sam*in" uni( $onsis(s o- "ra'ua(e s(u'en(s o- 'i--eren( 'ear(men(s o- &*i"arh

Mus*im Universi(!8 &*i"arh. The Fa$u*(! o- Mana"emen( S(u'ies an' Resear$h8 a3ir

Hussain Co**e"e o- En"ineerin"8 Fa$u*(! o- &r(s an' Fa$u*(! o- $ommer$e 7ere

visi(e' $o**e$(in" 'a(a.

:#:#! S'/* S4*

The Gues(ionnaires 7ere 'is(ri+u(e' (o 1)4 eo*e. Bu( sin$e -e7 o- (he (ar"e(e'

reson'en(s 'i' no( reson'8 (o(a* resonses re$eive' 7ere 1/.

:#:#! R*7*'+8& I,7)+2/*,)

& Gues(ionnaire has +een use' (o see (he e--e$( o- $e*e+ri(! on $onsumer ur$hasin"

'e$isions. I( a*so he*s in "enera(in" (he vie7 o- reson'en(s re"ar'in" (he -e7

$e*e+ri(ies 7hi$h are use' -or $er(ain ro'u$(s. To assess (he ra(in"s -or ar(i$u*ar

$e*e+ri(ies8 $a(e"ori$a* s$a*e has +een use'. The resonses o- (he reson'en(s 7ere

re$or'e' as er -o**o7in" s$a*eA E:$e**en(8 oo'8 &vera"e8 Poor an' Unsure.

46


47/82

S)*7 4, D')' C.*8)4.,

:#< M','5*+4' I/48')4.,7

The s(u'! 7i** have $er(ain mana"eria* im*i$a(ions su$h asL

1. The s(u'! 7i** +e use-u* (o s$ho*ars8 e:e$u(ives an' mana"ers in(eres(e' in (he

area o- $e*e+ri(! en'orsemen( an' a'ver(isin".

. I( hi"h*i"h(s (he er$e(ion o- (he (ar"e(e' reson'en(s (o7ar's (he $e*e+ri(ies

use' -or various ro'u$(s.

#. I( ma! rovi'e an insi"h( (o (he s(u'ie' +ran's re"ar'in" (he er$e(ion o-

vie7ers.

%. The s(u'! ma! rove he*-u* (o (he or"ani@a(ions 7ho are *annin" (o $hoose

a $e*e+ri(! -or (heir +ran's or ro'u$(s.

47

L4)*+')2+* R*64* S*8.,'+3 D')' A,'3747

S'/4,5 ', Q2*7)4.,,'4+* A')')4.,

C.*8)4., .? 2*7)4.,,'4+*7

D47)+4;2)4., .? 2*7)4.,,'4+*7

C./4')4., ', C./2)')4., .? +*7.,7*7


48/82

:#! L4/4)')4.,7

1. The resonse $ou*' no( +e o+(aine' -rom a** (he reson'en(s (ar"e(e'.

. Some reson'en(s 7ere no( -or(h$omin" an' 7ere re*u$(an( in "ivin"

resonses.

#. Pau$i(! o- (ime (o $on'u$( (he s(u'! is ano(her *imi(a(ion.

%. The s(u'! has +een $on'u$(e' in one $i(!. So (he -in'in"s $anno( +e

"enera*i@e'.

48


49/82

C&')*+ F.2+

DATA ANALYSIS

This $ha(er 'ea*s 7i(h (he ana*!sis o- (he resonses $o**e$(e' +! means o- Gues(ionnaire. The

ana*!sis +een 'one on (he +asis o- a"e an' "en'er. Mean va*ues o- (he reson'en(s are

$a*$u*a(e'.

# W&') '+* )&* /.7) /.)46')4,5 ?'8).+7 &*, 3.2 ', ). ;23 /.;4*7 .+ 8'+7@

T';*

D478.2,)7 ',

.??*+7 F**+ +48*7

L')*7) /.*7 ',

)+*,7 T.)'

&"e 10A% 0 11 /% 11#

)A#% % / 1#

To(a* # 1# 01 1,

Ta+*e 1 sho7 0 reson'en(s +e*on"in" (o a"e "rou 10A % $onsi'er 'is$oun(s an' o--ers as

mo(iva(in" -a$(ors 7here as *a(es( mo'e*s an' (ren's mo(iva(es an avera"e o- /% reson'en(s

-rom (he same a"e "rou. / reson'en(s o- a"e "rou )A #% a"ree 7i(h *a(es( mo'e*s an'

(ren's as a mo(iva(in" -a$(or (o ur$hase mo+i*es or $ars.

I- 7e have a *oo3 a( (he resu*(s "en'er 7ise8 %/ ma*es are mo(iva(e' +! *a(es( mo'e*s an'

(ren's (o +u! (he ro'u$( an' on*! 11 ma*es are mo(iva(e' +! -e7er ri$es. -ema*es are

mo(iva(e' +! -e7er ri$es 7hereas ma5ori(!8 (ha( #% -ema*es are mo(iva(e' +! *a(es( (ren's

an' mo'e*s.

T';*

D478.2,) ',

.??*+7 F**+ +48*7

L')*7) /.*7 ',

)+*,7 T.)'

G*,*+ Ma*e 1/ 11 %/ /)

Fema*e 1) #% )1

To(a* # 1# 01 1,

49


50/82


51/82

R*7.,7*7 F+*2*,83 P*+8*,)

No %% #%.,

)4 )/ %%.2

No( sure 11 0./

To(a* 1, 22.

C&'+)

:# W&') 47 )&* /.7) *+72'4,5 ?'8).+ ). 2+8&'7* )&* ?..4,5 +.28)7@

a< Mo(or Vehi$*eT';*

;+', ,'/* C**;+4)3 L212+3 S*? *7)**/ T.)'

&"e 10A% )2 0 ) 1 11#

)A#% 0 4 # 1#

To(a* ,/ 14 ) % 1,

)2 reson'en(s o- a"e "rou 10A % $onsi'er +ran' name as (he mos( ersua'in" -a$(or (o ur$hase (he mo(or vehi$*e. ) an' 1 reson'en(s +e*ieve i( is (he *u:ur! an' se*-A es(eem

rese$(ive*! 7hi$h a$( as mos( ersua'in" -a$(or (o +u! mo(or vehi$*e. 0 reson'en(s in a"e

"rou )A #% +e*ieve i(s (he +ran' name 7hi$h ersua'es (hem8 7hereas on*! $onsi'er

$e*e+ri(! as (he ersua'in" -a$(or (o ur$hase mo(or vehi$*e.

T';*

51


52/82

;+', ,'/* C**;+4)3 L212+3 S*? *7)**/ T.)'

en'er Ma*e #0 , 1% 1/ /)

Fema*e 2 % 11 / )1

To(a* ,/ 14 ) % 1,

Ta+*e 0 sho7s #0 ma*e reson'en(s +e*ieve +ran' name a$(s a ersua'in" -a$(or (o ur$hase

mo(or vehi$*e8 7hereas on*! , ma*e $onsi'er i(s (he $e*e+ri(! 7ho is en'orsin" (he ro'u$(.

T';* 9

D4/*,74.,7 F+*2*,83 P*+8*,)

Bran' Name ,/ ).0

Ce*e+ri(! 14 /.2

6u:ur! ) 12./

Se*- Es(eem % 10.2

To(a* 1, 22.

Ta+*e 2 sho7s on*! 12./ an' ).0 o- (he reson'en(s $onsi'er *u:ur! an' +ran' name

rese$(ive*!8 as (he mos( ersua'in" -a$(or (o ur$hase a mo(or vehi$*e.

C&'+)

+< C*o(hin"

T';* 0

;+', ,'/* C**;+4)3 7)')27 8.7) T.)'

&"e 10A% )2 0 ) 1 11#

)A#% 0 # 4 1#

To(a* ,/ 11 ) # 1,

52


53/82

&$$or'in" (o )2 reson'en(s in (he a"e "rou 10A % $onsi'er +ran' name is (he mos(

ersua'in" -a$(or 7hi*e ur$hasin" (he $*o(hin". Ta+*e 14 sho7s none o- (he reson'en(s in

a"e "rou )A #% none a"ree (o (ha( s(a(us is (he ersua'in" -a$(or (o ur$hase $*o(hin".

T';*

;+', ,'/* 8**;+4)3 7)')27 8.7) T.)'

en'er Ma*e %, , 1# 14 /)

Fema*e 1 ) 1 1# )1

To(a* ,/ 11 ) # 1,

Ta+*e 11 e:hi+i(s (ha( on*! 14 ma*es (hin3 (ha( $os( is a ersua'in" -a$(or (o ur$hase

$*o(hin"8 7hereas %, ma*es (hin3 i( (he +ran' name 7hi$h ersua'es (hem (o ur$hase

$*o(hin".

Ta+*e 1 sho7s aroun' ) o- (he (o(a* reson'en(s +e*ieve +ran' name is (he mos(

ersua'in" -a$(or (o +u! $*o(hin"8 7hereas8 on*! 0./ o- (o(a* reson'en(s $onsi'er $e*e+ri(!

as (he mos( ersua'in" -a$(or (o ur$hase $*o(hin".

T';*

D4/*,74.,7 F+*2*,83 P*+8*,)

+ran' name ,/ ).0

$e*e+ri(! 11 0./s(a(us ) 12./

$os( # 10.1

To(a* 1, 22.

C&'+) :

53


54/82

$< Foo' Pro'u$(s

T';* :

$e*e+ri(!

a((ra$(ive

a$3a"e Gua*i(! +ran' name To(a*

&"e 10A% 14 / 0/ 2 11#

)A#% 1 1 14 1 1#To(a* 11 0 2/ 14 1,

The a+ove resu*(s sho7 (ha( 0/ reson'en(s o- a"e "rou 10A% +e*ieves Gua*i(! is (he mos(

ersua'in" -a$(or (o ur$hase (he -oo' ro'u$(s8 7hereas on*! / reson'en(s $onsi'er

a((ra$(ive a$3a"in" as (he mos( ersua'in" -a$(or.

T';* <

8**;+4)3

'))+'8)46*

'8='5* 2'4)3 ;+', ,'/* T.)'

en'er Ma*e 0 % )/ , /)

Fema*e # % %4 % )1

To(a* 11 0 2/ 14 1,

Ta+*e 1% sho7s )/ ma*e reson'en(s $onsi'er Gua*i(! as (he mos( ersua'in" -a$(or (o +u!

-oo' ro'u$(s. %4 -ema*es $onsi'er Gua*i(! as (he mos( ersua'in" -a$(or (o ur$hase -oo'

ro'u$(s 7hereas= on*! # -ema*es $onsi'er (ha( $e*e+ri(! ersua'es (hem (o ur$hase -oo'

ro'u$(s.

54


55/82

Ta+*e 1) sho7s aroun' /, o- (o(a* reson'en(s $onsi'er Gua*i(! as (he mos( ersua'in"

-a$(or (o ur$hase -oo' ro'u$(s. On*! , o- (he reson'en(s +e*ieve a((ra$(ive a$3a"in" is

(he reason.

T';* !

D4/*,74.,7 F+*2*,83 P*+8*,)

Ce*e+ri(! 11 0./

&((ra$(ive Pa$3a"e 0 ,.#

ua*i(! 2/ /,.%

Bran' name 14 /.2

To(a* 1, 22.

C&'+) <

55


56/82


57/82

!# D.*7 )&* +*7*,8* .? /*5' 7)'+ 4=* S&'& R2=& K&', A/4)';& B'8&8&', .+

A47&'+3' R'4 4, ', '6*+)47*/*,) *,8.2+'5* 3.2 ). 2+8&'7* )&* +.28) .+ 7*+648*@

T';* 9

Y*7 N. N.) 72+* T.)'

&"e 10A% #, )/ 4 11#

)A#% # 0 1#To(a* #2 ,) 1,

Ta+*e 12 sho7s (ha( #, reson'en(s -a**in" in a"e "rou 10A % +e*ieve (ha( me"a s(ars *i3e

Shah Ru3h han8 &mi(a+h Ba$h$han or &ish7ar!a Rai in an a'ver(isemen( en$oura"e (hem

(o ur$hase (he ro'u$( or servi$e8 7hereas )/ 'o no( +e*ieve (his. The a"e "rou )A #% has

on*! # reson'en(s $onsi'erin" (hese me"a s(ars in an a'ver(isemen( en$oura"in" (o ur$hase

(he ro'u$( or servi$e8 7hi*e are no( sure.

T';* 0

Y*7 N. N.) 72+* T.)'

en'er Ma*e , #, 1# /)

Fema*e 1# 2 2 )1

To(a* #2 ,) 1,

, ma*e reson'en(s +e*ieve me"a s(ars *i3e Shah Ru3h han8 &mi(a+h Ba$h$han or

&ish7ar!a Rai in an a'ver(isemen( en$oura"e (hem (o ur$hase (he ro'u$( or servi$e8 7hi*e

#, ma*es sa! no (o i(. 1# -ema*es are a*so en$oura"e' +! (he same.

57


58/82

Ta+*e 1 sho7s aroun' #4 o- (o(a* reson'en(s sa! (he! are en$oura"e' +! resen$e o-

me"a s(ars in a'ver(isemen( (o ur$hase a ro'u$( or servi$e8 7hi*e )1., o- (o(a*

reson'en(s sa! (he! are no( en$oura"e' +! resen$e o- me"a s(ars in a'ver(isemen(s.

T';*

D4/*,74.,7 F+*2*,83 P*+8*,)

Yes #2 #4./

No ,) )1.

No( sure 1/.#

To(a* 1, 22.

C&'+)

# D. 3.2 ;*4*6* )&* 8**;+4)4*7 '7. 27* )&.7* +.28)7 &48& )&*3 )&*/7*6*7 *,.+7*@

T';*

Y*7 N. N.) 72+* T.)'

&"e 10A% 12 ,2 % 11

)A#% 4 14 1#To(a* 12 /2 , 1)

12 reson'en(s -a**in" in a"e "rou 10A % +e*ieve (ha( $e*e+ri(ies a*so use (hose ro'u$(s

7hi$h (he! (hemse*ves en'orse8 7hi*e ,2 reson'en(s -rom same a"e "rou 'o no( +e*ieve

(his. In a"e "rou )A #%8 (here are no reson'en(s 7ho 7ou*' +e*ieve (ha( $e*e+ri(ies a*so use

(hose ro'u$(s 7hi$h (he! (hemse*ves en'orse8 +u( have 14 reson'en(s 7ho +e*ieve

$e*e+ri(ies a*so use (hose ro'u$(s 7hi$h (he! (hemse*ves en'orse.

T';* :

58


59/82

Y*7 N. N.) 72+* T.)'

en'er Ma*e 1 %/ 1% /%

Fema*e / # 1 )1

1 ma*e reson'en(s an' / -ema*e reson'en(s +e*ieve $e*e+ri(ies a*so use (hose ro'u$(s

7hi$h (he! (hemse*ves en'orse 7hereas %/ ma*e an' # -ema*e reson'en(s 'o no( +e*ieve

(he same.

T';* <

D4/*,74.,7 F+*2*,83 P*+8*,)

Yes 12 1).4

No /2 ,.

No( sure , 4.)

To(a* 1) 20.%

Ta+*e % sho7s on*! 1) o- (he (o(a* reson'en(s +e*ieve (ha( $e*e+ri(ies a*so use (hose

ro'u$(s 7hi$h (he! (hemse*ves en'orse8 7hi*e aroun' , o- (he (o(a* reson'en(s 'o no(

a"ree 7i(h (hem.

C&'+)

# W&') )3* .? 8**;+4)3 *,.+7*/*,) *+72'*7 3.2 *+7.,'3 ). 2+8&'7* +.28)7@

T';* !

59


60/82

A5* 5+.2 F4/ 7)'+

F'/.27

*+7.,'4)4*7 C+48=*)*+ P.4)484',

10A% #2 )% 1% %

)A#% % / 1 4

To(a* %# ,1 1) %

Ta+*e ) sho7s #2 reson'en(s in a"e "rou 10A % are ersua'e' +! -i*ms s(ars (o ur$hase a

ro'u$(s8 7hi*e )% sa!s -amous ersona*i(ies ersua'e (hem on*! 1% sa! (he! are ersua'e'

+! $ri$3e(ers. In o(her a"e "rou8 on*! 1 reson'en( is ersua'e' +! $ri$3e(er8 / are ersua'e'

+! -amous ersona*i(ies 7hereas none is ersua'e' +! o*i(i$ian.

Ta+*e , sho7s 1 ma*es an' -ema*e reson'en(s are ersua'e' +! -i*m s(ars (o +u!

ro'u$(s8 7hereas #, ma*es an' ) -ema*es are ersua'e' +! ersona*i(ies. Cri$3e(ers are a+*e

(o ersua'e 1 ma*es an' on*! # -ema*es8 7hereas o*i(i$ians ersua'e on*! # ma*es an' 1

-ema*e reson'en(.

T';*

F4/ 7)'+

F'/.27

*+7.,'4)4*7 C+48=*)*+ P.4)484', T.)'

en'er Ma*e 1 #, 1 # /#

Fema*e ) # 1 )1To(a* %# ,1 1) % 1%

T';*

D4/*,74.,7 F+*2*,83 P*+8*,)

Fi*m s(ar %# ##.2

Famous ersona*i(ies ,1 %0.4

Cri$3e(er 1) 11.0

Po*i(i$ian % #.1

To(a* 1% 2/.,

Ta+*e / sho7s ##.2 o- (o(a* reson'en(s are ersua'e' +! -i*m s(ars (o ur$hase ro'u$(s8

7hereas8 on*! #.1 o- (o(a* reson'en(s are ersua'e' +! o*i(i$ians.

# P*'7* +')* )&* ?..4,5 8**;+4)4*7 '7 ' ;+', *,.+7*+%

'" A47&'+3' R'4 ?.+ L’O+*'

60


61/82

T';*

D4/*,74.,7 F+*2*,83 P*+8*,)

E:$e**en( / ).)

oo' % 10.2

&vera"e )2 %,.)

Poor #) /.,

To(a* 1, 22.

Ta+*e 0 sho7s on*! ).) o- (he (o(a* reson'en(s ra(e &ish7ar!a Rai an e:$e**en( +ran'

en'orser8 %,./ $onsi'er her an avera"e +ran' en'orser8 7hi*e /., ra(e her as a oor +ran'

en'orser.

;" H+4)&4= R.7&', ?.+ C.8' C.' ', H*+. H.,' K'+4/'

T';* 9

D4/*,74.,7 F+*2*,83 P*+8*,)

E:$e**en( / ).)

oo' 4 1)./

&vera"e )0 %)./

Poor #0 2.2

To(a* 1, 22.

Ta+*e 2 sho7s on*! ).) o- (he (o(a* reson'en(s $onsi'er Hri(hi3 Roshan -or Co$a Co*a

an' Hero Hon'a ari@ma as an e:$e**en( +ran' en'orser. 1)./ $onsi'er him as a "oo' +ran'

en'orser8 7hereas %)./ $onsi'er him an avera"e +ran' en'orser.

8" S27&/4)' S*, ?.+ O'3 C+*'/7

T';* :0

There are 1.# o- (o(a* reson'en(s 7ho ra(e Sushmi(a Sen -or O*a! Creams as "oo' +ran'

en'orser. #0., ra(e her as an avera"e +ran' en'orser 7hereas on*! #.2 ra(e her as e:$e**en(

+ran' en'orser.

61

D4/*,74.,7 F+*2*,83 P*+8*,)

E:$e**en( ) #.2

oo' / 1.#

&vera"e %2 #0.,

Poor % ##.1

To(a* 1) 20.%


62/82

" 2&4 C&'' ?.+ K2=2+*

T';* :

D4/*,74.,7 F+*2*,83 P*+8*,)

E:$e**en( 1 2.%oo' 1/ 1#.%

&vera"e , %0.0

Poor # ).

To(a* 1, 22.

Ta+*e #1 sho7s (ha( uhi Cha7*a is $onsi'ere' as an avera"e +ran' en'orser -or ur3ure +!

%0 o- (o(a* reson'en(s 7hereas on*! 2.% o- (he (o(a* reson'en(s $onsi'er as an e:$e**en(

+ran' en'orser -or ur3ure. 1#.% an' ). o- (he (o(a* reson'en(s +e*ieve she is "oo'

an' oor +ran' en'orser rese$(ive*!.

*" A/4)';& B'8&8&', ?.+ C';2+3 8&.8')*7

T';* :

D4/*,74.,7 F+*2*,83 P*+8*,)

E:$e**en( 2 /.1

oo' 12 1).4

&vera"e ) %4.2

Poor #0 2.2

To(a* 1) 20.%

Ta+*e # sho7s 2.2 o- (he (o(a* reson'en(s $onsi'er &mi(a+h Ba$h$han as oor +ran'

en'orser -or Ca'+ur! $ho$*a(es 7hereas on*! /.1 $onsi'er him as an e:$e**en( +ran'

en'orser -or (he same.

?" S&'& R2=& K&', ?.+ A4+)* ', P*74

T';* ::

D4/*,74.,7 F+*2*,83 P*+8*,)

E:$e**en( 1.,

oo' 14 /.2

&vera"e )/ %%.2

Poor ), %%.1

To(a* 1, 22.

The a+ove (a+*e in'i$a(es (ha( eGua* er$en( o- reson'en(s $onsi'er Shah Ru3h han as an

avera"e an' oor +ran' en'orser -or &ir(e* an' Pesi. On*! 1., o- (he (o(a* reson'en(s

62


63/82

$onsi'er him as e:$e**en( +ran' en'orser8 7hereas /.2 o- (o(a* reson'en(s $onsi'er him as

"oo' -or (he same.

5" S'4? A4 K&', ?.+ L'37 ', C&*6+.*)

T';* :<

D4/*,74.,7 F+*2*,83 P*+8*,)

E:$e**en( ) #.2

oo' # ).

&vera"e %# ##.2

Poor %% #%.,

To(a* 1, 22.

In (a+*e #%8 Sai- &*i han $omes ou( (o +e avera"e +ran' en'orser -or 6a!s an' Chevro*e( as

sai' +! ##.2 o- (o(a* reson'en(s8 7hereas on*! #.2 o- (o(a* reson'en(s $onsi'er him (o

+e an e:$e**en( +ran' en'orser -or (he same.

&" A/4+ K&', ?.+ T')' S=3 ', S'/72,5

T';* :!

D4/*,74.,7 F+*2*,83 P*+8*,)E:$e**en( 1.,

oo' 1) 11.0

&vera"e %/ #/.4

Poor ,1 %0.4

To(a* 1, 22.

11.0 o- (he (o(a* reson'en(s +e*ieve (ha( &mir han is a "oo' +ran' en'orser -or Ta(a S3!

an' Samsun"8 7hereas #/ o- (he (o(a* reson'en(s $onsi'er him as an avera"e +ran'

en'orser -or (he same +ran's.

4" K')+4,' K'4? ?.+ S48*

T';* :

D4/*,74.,7 F+*2*,83 P*+8*,)

E:$e**en( 1) 11.0

oo' 1, 1.,

&vera"e #2 #4./

Poor )1 %4.

To(a* 1) 20.%

63


64/82

The a+ove (a+*e sho7s (ha( #4./ o- (he reson'en(s $onsi'er a(rina ai- as an avera"e

+ran' en'orser -or S*i$e8 7hereas 11.0 o- (he reson'en(s sa! she is an e:$e**en( +ran'

en'orser. 1., o- (o(a* reson'en(s +e*ieve she is a "oo' +ran' en'orser -or S*i$e.

>" .&, A;+'&'/ ?.+ G'+,4*+ ', C'7)+.

T';* :

D4/*,74.,7 F+*2*,83 P*+8*,)

E:$e**en( 14 /.2

oo' / 1.#

&vera"e )) %#.#

Poor #4 #.,

To(a* 1, 22.

%#.# o- (he (o(a* reson'en(s sa! (ha( ohn &+raham is an avera"e +ran' en'orser -or arnier an' Cas(ro*8 7hereas 1.# o- (o(a* reson'en(s $onsi'er him "oo'. /.2 o- (he (o(a*

reson'en(s +e*ieve (ha( he is an e:$e**en( +ran' en'orser -or (hese (7o +ran's.

Ta+*e #0 an' $har( 0 +e*o7 sho7s (he mean s$ores o- (he reson'en(s 7hi*e ra(in" (he

$e*e+ri(ies -or various +ran'.

T';* :

C**;+4)4*7 N M*',

&ish7ar!aX6JOrea* 1, .2)

Hri(hi3XCo3eXari@ma 1, .2,

Sushmi(aXO*a! 1) .22

uhiXur3ure 1, .0,

&mi(a+hXCa'+ur! 1) .0%

Shahru3hX&ir(e*XPesi 1, #.#1

Sai-X6a!sXChevro*e( 1, .2/

&mirXTa(aS3!XSamsun" 1, #.#1

a(rinaXS*i$e 1) .2%

ohnXarnierXCas(ro* 1, .//

C&'+)

64


65/82

9# W&') . 3.2 6'2* )&* /.7) &*, 3.2 2+8&'7* ' +.28)@

T';* :9

Pri$e o- (he ro'u$(

Ce*e+ri(!En'orsemen(

ua*i(! o- (he ro'u$(

Va*ue -or mone!

en'er Ma*e 14 1 %2 1) /)

Fema*e ) #, 0 )1

To(a* 1) # 0) # 1,

Ta+*e #2 in'i$a(es (ha( 14 ma*es sa! (he! va*ue (he ri$e o- (he ro'u$( (he mos( 7hen (he!

ur$hase a ro'u$(8 7hi*e on*! one ma*e sa! i(s $e*e+ri(! en'orsemen( 7hi$h (he! va*ue. #,

-ema*es $onsi'er ri$e o- (he ro'u$( 7hi$h (he! va*ue (he mos(8 7hereas on*! -ema*es

(hin3 (he! va*ue $e*e+ri(! en'orsemen(.

T';*


66/82

Ta+*e %4 sho7s 11.0 o- reson'en(s va*ue ri$e o- (he ro'u$( 7hereas on*! .% o- (he

reson'en(s va*ue $e*e+ri(ies 7hen (he! ur$hase a ro'u$(. The Gua*i(! o- ro'u$( is va*ue'

+! ,,.2 o- (he reson'en(s.

66


67/82

C&'+) 9

0# D.*7 8**;+4)3 *,.+7*/*,) &* 4, ;+', +./.)4.,@

T';*


68/82

C&'+) 0

# D.*7 4) '??*8) 8./',3 4? 8**;+4)3’7 4/'5* *?*+@

The (a+*e +e*o7 sho7s %2 ma*es an' #% -ema*es sa! (ha( i- $e*e+ri(!s ima"e 'e-er8 (he

$oman! "e(s a--e$(e'8 7hereas 10 ma*es sa! (ha( $oman! is no( a--e$(e' i- $e*e+ri(!s ima"e

'e-ers.

T';*


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C&'+)

# W&') /*',7 .? '6*+)47*/*,)7 *+72'*7 3.2 )&* /.7) ). 2+8&'7* ' +.28)@

T';*

Te*evision Ra'io Ne7saer Ma"a@ines In(erne(

en'er Ma*e )1 # ) ) 14 /%Fema*e #2 4 0 )1

To(a* 24 # / / 10 1)

Ta+*e %) sho7s )1 ma*e an' #2 -ema*e reson'en(s (e*evision is (he means o- a'ver(isemen(s

7hi$h ersua'es (hem (he mos(. On*! # ma*e reson'en(s +e*ieve i(s ra'io 7hi$h ersua'e

(hem (he mos(.

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14 reson'en(s o- a"e "rou )A#% +e*ieves (ha( $e*e+ri(! en'orsemen( 'o he*

in in$rease in (o(a* revenue o- (he or"ani@a(ion8 7hereas 1 reson'en( 'on(

+e*ieve (ha(/. #, reson'en(s -a**in" in a"e "rou 10A % +e*ieve (ha( me"a s(ars *i3e Shah

Ru3h han8 &mi(a+h Ba$h$han or &ish7ar!a Rai in an a'ver(isemen(

en$oura"e (hem (o ur$hase (he ro'u$( or servi$e8 7hereas )/ 'o no( +e*ieve

(his. The a"e "rou )A #% has on*! # reson'en(s $onsi'erin" (hese me"a

s(ars in an a'ver(isemen( en$oura"in" (o ur$hase (he ro'u$( or servi$e8 7hi*e

are no( sure.0. 12 reson'en(s -a**in" in a"e "rou 10A % +e*ieve (ha( $e*e+ri(ies a*so use

(hose ro'u$(s 7hi$h (he! (hemse*ves en'orse8 7hi*e ,2 reson'en(s -rom

same a"e "rou 'o no( +e*ieve (his. In a"e "rou )A #%8 (here are noreson'en(s 7ho 7ou*' +e*ieve (ha( $e*e+ri(ies a*so use (hose ro'u$(s 7hi$h

(he! (hemse*ves en'orse8 +u( have 14 reson'en(s 7ho +e*ieve $e*e+ri(ies a*so

use (hose ro'u$(s 7hi$h (he! (hemse*ves en'orse.2. #2 reson'en(s in a"e "rou 10A % are ersua'e' +! -i*ms s(ars (o ur$hase a

ro'u$(s8 7hi*e )% sa!s -amous ersona*i(ies ersua'e (hem on*! 1% sa! (he!

are ersua'e' +! $ri$3e(ers. In o(her a"e "rou8 on*! 1 reson'en( is

ersua'e' +! $ri$3e(er8 / are ersua'e' +! -amous ersona*i(ies 7hereas none

is ersua'e' +! o*i(i$ian.

!## O, )&* ;'747 .? G*,*+

1. %/ ma*es are mo(iva(e' +! *a(es( mo'e*s an' (ren's (o +u! (he ro'u$( an'

on*! 11 ma*es are mo(iva(e' +! -e7er ri$es. -ema*es are mo(iva(e' +! -e7er

ri$es 7hereas ma5ori(!8 (ha( #% -ema*es are mo(iva(e' +! *a(es( (ren's an'

mo'e*s.

. 1/ -ema*es sa! (he ro'u$(s romo(e' +! $e*e+ri(ies 'o no( have "oo' Gua*i(!87hereas8 , -ema*es +e*ieve (ha( (he ro'u$( is on*! )4 $onsis(s o- "oo'

Gua*i(!. / ma*es +e*ieve (ha( (he ro'u$(s romo(e' +! $e*e+ri(ies are o- no(

"oo' Gua*i(! an' on*! 2 ma*es +e*ieve reverse.#. #0 ma*e reson'en(s +e*ieve +ran' name a$(s a ersua'in" -a$(or (o ur$hase

mo(or vehi$*e8 7hereas on*! , ma*e $onsi'er i(s (he $e*e+ri(! 7ho is

en'orsin" (he ro'u$(.%. 14 ma*es (hin3 (ha( $os( is a ersua'in" -a$(or (o ur$hase $*o(hin"8 7hereas

%, ma*es (hin3 i( (he +ran' name 7hi$h ersua'es (hem (o ur$hase $*o(hin".

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). )/ ma*e reson'en(s $onsi'er Gua*i(! as (he mos( ersua'in" -a$(or (o +u!

-oo' ro'u$(s. %4 -ema*es $onsi'er Gua*i(! as (he mos( ersua'in" -a$(or (o

ur$hase -oo' ro'u$(s 7hereas8 on*! # -ema*es $onsi'er (ha( $e*e+ri(!

ersua'es (hem (o ur$hase -oo' ro'u$(s.,. )% ma*es sa! !es 7hen as3e' i- (he! +e*ieve (ha( $e*e+ri(! en'orsemen( he* in

in$reasin" revenue o- or"ani@a(ion8 7hereas 1) sa! no. #% -ema*es sa! !es (o

(he same Gues(ion 7hereas8 / -ema*es sa! no./. , ma*e reson'en(s +e*ieve me"a s(ars *i3e Shah Ru3h han8 &mi(a+h

Ba$h$han or &ish7ar!a Rai in an a'ver(isemen( en$oura"e (hem (o ur$hase

(he ro'u$( or servi$e8 7hi*e #, ma*es sa! no (o i(. 1# -ema*es are a*so

en$oura"e' +! (he same.0. 1 ma*e reson'en(s an' / -ema*e reson'en(s +e*ieve $e*e+ri(ies a*so use

(hose ro'u$(s 7hi$h (he! (hemse*ves en'orse 7hereas %/ ma*e an' #

-ema*e reson'en(s 'o no( +e*ieve (he same2. 1 ma*es an' -ema*e reson'en(s are ersua'e' +! -i*m s(ars (o +u!

ro'u$(s8 7hereas #, ma*es an' ) -ema*es are ersua'e' +! ersona*i(ies.

Cri$3e(ers are a+*e (o ersua'e 1 ma*es an' on*! # -ema*es8 7hereas

o*i(i$ians ersua'e on*! # ma*es an' 1 -ema*e reson'en(.14. 14 ma*es sa! (he! va*ue (he ri$e o- (he ro'u$( (he mos( 7hen (he! ur$hase

a ro'u$(8 7hi*e on*! one ma*e sa! i(s $e*e+ri(! en'orsemen( 7hi$h (he! va*ue.

#, -ema*es $onsi'er ri$e o- (he ro'u$( 7hi$h (he! va*ue (he mos(8 7hereas

on*! -ema*es (hin3 (he! va*ue $e*e+ri(! en'orsemen(.11. ,# ma*es sa! $e*e+ri(! en'orsemen( he* in +ran' romo(ion 7hi*e / ma*es sa!

i( 'oes no( he*. #/ -ema*es sa! $e*e+ri(! en'orsemen( he* in +ran'

romo(ion.1. %2 ma*es an' #% -ema*es sa! (ha( i- $e*e+ri(!s ima"e 'e-er8 (he $oman! "e(s

a--e$(e'8 7hereas 10 ma*es sa! (ha( $oman! is no( a--e$(e' i- $e*e+ri(!s

ima"e 'e-ers.1#. )1 ma*e an' #2 -ema*e reson'en(s (e*evision is (he means o- a'ver(isemen(s

7hi$h ersua'es (hem (he mos(. On*! # ma*e reson'en(s +e*ieve i(s ra'io

7hi$h ersua'e (hem (he mos(.1%. ## ma*es an' 1, -ema*es +e*ieve (ha( (he reason -or (he $omanies (o $hoose

$e*e+ri(! en'orsemen( -or romo(in" (heir ro'u$(s is eas! re$o"ni(ion8

7hereas8 % ma*es an' % -ema*es (hin3 i( is so +e$ause (he $omanies $anno(

(hin3 o- an! ne7 i'ea.

!##: O, )&* ;'747 .? R')4,57 546*, ). C**;

project Final Dissertation

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