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Submitted to: Prof. Tarun Gupta, 13th
March 2009 | Emotional Branding Paper
IIss ‘‘SSeellll--eebbrriittyy’’ MMaarrkkeettiinngg
== EEmmoottiioonnaall BBrraannddiinngg??
ARKAPRABHA SIRCAR
MBA Core II Year – Marketing
Roll # 245 – Division C
Narsee Monjee Institute of Management Studies, Mumbai
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Contents:
Slno Topic Page #
1.0 Introduction 3
2.0 Literature Review
2.1 Who is a Celebrity? 5
2.2 Celebrity Marketing 6
2.2.1 Why Celebrity Marketing? 8
2.2.2 Celebs Sell 23
2.2.3 Celebrity Marketing and Emotional Connect 29
3.0 Hypothesis 32
4.0 Research Methodology 33
5.0 Analysis and Insights 35
6.0 Conclusion 42
Annexure 1: Sample Questionnaire 43
Annexure 2: Survey Results 51
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1.0 Introduction:
“Branding is not only about ubiquity, visibility, and functions; it is about bonding emotionally
with people in their daily life. Only when a product or a service kindles an emotional dialogue
with a consumer, can this product or service qualify to be a brand.” – Joel Desgrippes1
In his book, ‘The Marketing Power of Emotion’, John O'Shaughnessy2 says: “Emotion is one of
the defining forces in our lives. It lies at the very heart of many of our most important
experiences and memories. Not surprisingly, the worlds of business and marketing have long
drawn on the power of emotion to influence consumer impulses and brand loyalty.”
Emotion is perhaps the most discussed aspect of humanity, it is described as our greatest and
our worst feature. It inspires everything we do. Thus it is but natural that consumers do not
make purely logical/rational decisions. At least a large component of why consumers make the
choices that they do is rooted in the right side of the brain which has little to do with what is
rational or logical but rather with do with feelings and emotions. Brand development and brand
positioning that fails to recognize the importance of how a brand makes its users feel is unlikely
to succeed. 3 Therefore branding becomes a blend of art and science, emotion and logic, the
tangible and intangible.
In their book, ‘Emotional Branding’, Marc Gobé and Sergio Zyman write: “Emotional branding
brings a new layer of credibility and personality to a brand by connecting powerfully with people
1http://books.google.co.in/books?id=ty0Bl2ZYsZMC&dq=emotional+branding&printsec=frontcover&source=bn&hl
=en&ei=_724SfK0IJLnkAW11eXhBg&sa=X&oi=book_result&resnum=4&ct=result#PPR13,M1 2http://books.google.co.in/books?id=gj3IB0cU7_UC&pg=PA181&lpg=PA181&dq=is+celebrity+marketing+emotinal
&source=web&ots=JrrXVTHDIy&sig=ihBF6Ud8I6WgbATjouE5cnmm7UE&hl=en&ei=LoabScveE5js6QOdnYXRAw&sa=X&oi=book_result&resnum=8&ct=result 3 http://www.brandchasm.com/content/emotional.asp
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on a personal and holistic level. Emotional branding is based on that unique trust that is
established with an audience.” Clearly, if marketers ignore the emotional component of a
brand, they do so at their own peril.
But what exactly is meant by “emotional” – Gobé and Zyman explain that by emotional, they
mean how a brand engages consumers on the level of senses and emotions; how a brand
comes to life for people and forges a deeper, lasting connection. This means that understanding
people’s emotional needs and desires is really, now more than ever, the key to success.
One way of developing such an emotional connect with a brand is by using celebrity marketing
– or is it? This research paper aims to discover whether celebrity marketing is a part of the
emotional branding process.
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2.0 Literature Review
2.1 Who is a Celebrity?
"A sign of a celebrity is that his name is often worth more than his services.” - Daniel J Boorstin
That film stars and cricketers are treated like gods in India is well known. Examples of this
fanatical hero worship can be seen with temples being dedicated to Amitabh Bachchan in
Kolkata (built in the 1970s) and MS Dhoni in Ranchi (proposed). Popular myths that pervade the
minds of the population include: ‘In Bollywood, only Sex and SRK sell’ and ‘Cricket is our religion
and Sachin is our God’.
Figure 1: Cricket – Answer to a truly secular India?
A celebrity is defined as "an individual who is known to the public (i.e., actor, sports figure,
entertainer, etc.) for his or her achievements in areas other than that of the product class
endorsed" (cf., Friedman and Friedman 1979). Although previous studies have found these
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individuals to be likeable and/or attractive, these favorable perceptions have not consistently
carried over to enhance measures of believability and purchase intention.
The biggest celebrities in India are silver screen matinee idols and cricketers and thus in this
research paper, I have defined a celebrity generically as a movie star / cricketer.
2.2 Celebrity Marketing:
Philip Kotler (the arguably the doyen of Marketing) writes in his Bible of marketing, “Marketing
Management” (12th Edition): “Celebrity marketing is a major business. Today, every major film
star has an agent, a personal manager, and ties to a public relations agency. Artists, musicians,
CEOs, physicians, high-profile lawyers and financiers, and other professionals are also getting
help from celebrity marketers. A beloved celebrity endorser, attractive packaging, or an
appealing promotion all might tip the balance in favor of the brand… A well-chosen celebrity
endorsement can catapult even the most unlikely product to stardom.” Little surprise that Coca-
Cola, the most ubiquitous brand in history hired the company's first celebrity, music hall
performer Hilda Clark, in the 1890s!
The International Dictionary of Marketing defines (Celebrity) Endorsement as: “Endorsement: A
statement by a personality or celebrity, showing a preference for a product or service being
advertised or promoted. In press advertising and print, the endorsing celebrity is usually shown
and named. In television advertising, the endorser is often the main presenter, sometimes
actually speaking the promotional copy, either to camera or as a voice-over. It follows that an
endorsing celebrity should be known to the target audience, or at least famous for some activity
connected with the product.”
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In his book, “The Advanced Dictionary of Marketing”, Scott G. Dacko explains: “Celebrities, or
well-know individuals, can be used in a firm’s marketing efforts in many ways. Celebrity
Marketing, or celebrity endorsement more specifically, provides a marketer with an alternative
to marketing involving the communication of emotional and/or logical appeals in the mass
media. Since a firm has no real control over a celebrity’s future status or perception, however,
the marketer must give careful consideration to how and to what extent changes in the
celebrity’s public perceptions may positively or negatively, influence the effective marketing of
the firm’s offerings.”
Today, in India, the use of celebrities as part of marketing communication strategy is a fairly
common practice for major firms in supporting corporate or brand imagery. Saurabh Katal
traces the evolution of Celebrity Endorsement in India in his article titled “Impact of Celebrity
Endorsements on a Brand”4: “The latter part of the 1980s saw the burgeoning of a new trend in
India – brands started being endorsed by celebrities. Hindi film and TV stars as well as
sportspersons were roped in to endorse prominent brands. Advertisements, featuring stars like
Tabassum (Prestige pressure cookers), Jalal Agha (Pan Parag), Kapil Dev (Palmolive Shaving
Cream) and Sunil Gavaskar (Dinesh Suitings) became common. Probably, the first ad to cash in
on star power in a strategic, long-term, mission statement kind of way was Lux soap. This brand
has, perhaps as a result of this, been among the top three in the country for much of its
lifetime.”
4 http://www.chillibreeze.com/articles/Celebrity-endorsement.asp
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2.2.1 Why Celebrity Marketing?
In his article, “Star Struck”, Manoj Khatri5 writes about the ‘powerful effect of celebrities on the
destinies of brands’ and says: “One approving nod from a famous face can translate into
millions in brand sales. Perhaps that’s why world over, companies have been using stars to
endorse everything, from food to food chains, from soft and hard drinks to health drinks, from
clothes to accessories to cars (and the tyres on which they run). Even political parties are
awestruck by the charisma of the stars.”
Two main reasons why advertisers turn to celebrities for peddling their products are6:
to increase the credibility of the brand
to catch the attention of the target audience by increasing attractiveness of their
advertisement.
George E Belch and Michael E Belch explain this in their book, “Advertising and Promotion – An
Integrated Marketing Communications Perspective”: “Advertisers recognize the value of using
spokespeople who are admired: TV and movie stars, athletes, musicians, and other popular
public figures. It is estimated that nearly 20% of all TV commercials feature celebrities, and
advertisers pay hundreds of millions of dollars for their services. The top celebrity endorser is
golfer Tiger Woods, who makes more than $60 million a year from endorsement contracts with
Nike, Disney, American Express, General Mills, and Buick. Michael Jordan is also among the
5 Strategic Marketing Magazine, May – June 2008, Vol III Issue III
6 Impact of Celebrity Endorsements on Overall Brand - Sohag Sarkar,
http://www.coolavenues.com/know/mktg/sohag_sarkar1.php
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highest-paid and most sought-after celebrity endorsers, along with singer Britney Spears and
cyclist Lance Armstrong. (see pictures below)
Why do companies spend huge sums to have celebrities appear in their ads and endorse their
products? They think celebrities have stopping power. That is, they draw attention to
advertising messages in a very cluttered media environment. Marketers think a popular
celebrity will favorably influence consumers’ feelings, attitudes, and purchase behavior. And
they believe celebrities can enhance the target audience’s perceptions of the product in terms of
image and/or performance. For example, a well known athlete may convince potential buyers
that the product will enhance their own performance.”
Subhash C Jain also highlights the following in his book, “Marketing Strategy and Planning”: “An
advertisement may show a celebrity recommending the use of a product. It is hoped that this
endorsement will help give the ad additional credibility, credibility that will be reflected in higher
sales. Research on the subject has shown that an initially credible source, such as Miss America
claiming to use a certain brand of hair spray, is more effective in changing the opinion of an
audience than if a similar claim is made by a lesser known source, such as an unknown
homemaker. However, as time passes, the audience tends to forget the source or to dissociate
the source from the message.”
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Thus celebrity marketing aims to affect consumers' attitude towards their brand. Attitudes are
one of the most heavily studied concepts in consumer behavior. According to Gordon Allport’s
classic definition, “attitudes are learned predispositions to respond to an object.”
The caveat is, however, celebrity endorsement can be a goldmine or a minefield for a
company's brand building process7. There have been extensive studies relating to the process
of celebrity endorsement and brand-building and has attracted immense debate on whether it
really contributes to the brand building process or whether it is the ‘easy way out’ to win
consumer mindspace. These studies indicate that celebrity endorsement has worked well in
some consumer segments while failing in others. But certain celebrities have been more
successful than their counterparts with almost similar attractiveness – for instance what makes
Sachin Tendulkar or MS Dhoni more popular endorsers than Virender Sehwag?
In their paper titled “Impact of Celebrity Endorsement on Overall Brand”, Sanyukta A. Kulkarni
and Sahir U. Gaulkar8 note: “Although it has been observed that the presence of a well-known
personality helps in solving the problem of over-communication that is becoming more
prominent these days, there are few undesirable impacts of this practice on the brand. The
theories like 'Source Credibility Theory, Source Attractiveness Theory and Meaning Transfer
Theory' provide a basis on which the methodology of celebrity endorsement works and also
explains how the process of the celebrity endorsement influences the minds of the consumers.
Firms invest huge amounts as advertising expenditure for hiring the right celebrity. However
there lies uncertainty with respect to the returns that the company might be able to garner for
7 Impact of Celebrity Endorsements on Overall Brand - Sohag Sarkar,
http://www.coolavenues.com/know/mktg/sohag_sarkar1.php 8 http://www.indianmba.com/Occasional_Papers/OP88/op88.html
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the brand. The issue of matching the values of the celebrity with the brand values is also very
important, i.e. getting the right celebrity to endorse the right brand. Consumers perceive the
brand as having superior quality because it has been endorsed by a credible source. This makes
endorsement as one of the indictors of quality for any brand. Corporate credibility along with
endorser credibility plays a significant role in the attitude of the consumer towards the brand
and the advertisement respectively. On the other hand, the over popularity of the celebrity
sometimes overshadows the brand. If the celebrity is involved in multiple endorsements, it tends
to create confusion among consumers and hence negatively affects the perception of the
advertisement and the brand. Hence, to say clearly whether the practice of celebrity
endorsement impacts positively or negatively to the brand still remains a debate.”
In her paper titled “Emotion in Advertising Builds Enduring Bond with Consumers”, Anurekha
Thiyagu9 points out that: “The increasing clutter in the advertising landscape has forced
advertisers to work harder than ever just to be heard. Consumers can only attend to a small
amount of information at a given time, so a single ad must compete with hundreds of other
messages for consumers’ limited attention. Furthermore, consumers are so used to being
bombarded with advertising messages that they have developed effective mechanisms for
ignoring the ads that are not of interest to them. Despite these setbacks, advertisers try to
capture consumers’ attention by being unique, which often means being as different as possible
from other ads in the media. Trying to be “different” can lead to ads that are provocative, highly
creative, or just plain confusing. As advertisers seek new ways to make their ads stand out and
be noticed, they engage in lot of innovative strategies.
9 http://papers.ssrn.com/sol3/papers.cfm?abstract_id=1162650
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In today’s changing socioeconomic scenario, an emotional association has to be produced
between the product and the customer, and many companies are resolved to strike all crucial
emotional notes with the customers. However, this marketing trend is also being propelled in
part by a shift in consumer’s expectations. Forward-thinking companies are endeavoring to go
that extra mile and engage the public.”
Celebrity Marketing is perhaps a good way of engaging the public. Consider the following:
(i) The Forbes Magazine in March 2001 published an article that said (aimed at the American
reader): “You've probably never heard of Amitabh Bachchan, known as Big B in India, but when
the BBC last year conducted a poll on its Web site to select a "Star of the Millennium," he easily
beat out Charlie Chaplin and Marlon Brando to run off with the title.
It may also surprise you to know that the Indian film industry, centered in an area of Bombay
known as Bollywood, produces more films per year than any other country in the world. With
between 800 films and 900 films hitting the screen every year, these movies are a cinematic
staple throughout Asia but are relatively unknown to audiences in the U.S.
Figure 2: Lord and Master? (L) Amitabh Bachchan played the role of “God” in a 2008 film (R) Fans proclaiming Amitabh Bachchan to be the “God of our times”
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While India's biggest celebrity actors are treated like royalty by an adoring public, they are also
the subject of the kind of media gossip that would make a National Enquirer reporter blush.”
That year Amitabh Bachchan made it to # 58 on the Forbes ‘100 most powerful’ celebrities list –
“Celebrity 100” in the world. The Celebrity 100 measures power, which boils down to two
components: money and fame.10
___________ [For 2008-09, US talk show diva Oprah Winfrey was ranked the world's most powerful celebrity for the
second year running in a new survey published by Forbes magazine. The top ranking was based on income
over the past 12 months as well as web references, press clippings, broadcast mentions and major
magazine covers devoted to the celebrity.]
(ii) The International Herald Tribune (07/12/2006) carried an article11 titled “Letter from India:
India's top marketing tool? Two middle-aged Bollywood stars” which noted: “The two actors
(Amitabh Bachchan and Shah Rukh Khan) are megastars on a level unmatched by their rivals.
No one bothers with their full names - they are the Big B and King Khan. While the fortunes of
most of their peers in Bollywood flare and wane according to their latest films, these two have
an enduring appeal, impervious to the occasional cinematic flop. Despite their age difference,
what unites Khan and Bachchan is their supreme ability to sell anything. More than mere
Bollywood heroes, they are gods of the marketing world. Both have become walking billboards,
and between them, they represent a prized gateway to the sought-after middle-class Indian
spender.
10
http://www.forbes.com/2001/03/09/0309bollywood.html 11
http://www.iht.com/articles/2006/12/07/news/letter.php
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Figure 3: Deep Emotional Connect Fans pray for Amitabh Bachchan’s quick recovery from a recent illness
Advertisers describe Bachchan as "India's most salable face." On top of filming nine movies, last
year he advertised everything from Pepsi, pens, hair oil, diamonds, suits, bank accounts,
chocolate, antiseptic cream, batteries, diet supplements and real estate, to washing powder.
These contracts took his annual income to an estimated 190 million rupees, or about $4 million.
Figure 3: Shah Rukh Khan: The Badshaah brand SRK has sold 'em all from fairness creams to Tag Heuer watches. SRK was the only man to have
appeared in a LUX ad earlier. This year, he took metrosexuality to a new high by endorsing a men's fairness cream.
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In perplexing ad-speak, Khan is "diamond" to Bachchan's "gold dust." Khan's list of
endorsements is growing rapidly - embracing Pepsi, as well as Tag Heuer watches, motorbikes,
cellphones, whiskey, suits, Sunfeast Dream Cream Biscuits, Top Ramen Curry Smoodles and
Frooti drinks - inflating his earnings to approximately 130 million rupees. In 2005, he advertised
a total of 21 brands on television. (Please see the figure above.)
"Advertisers go for one or the other. They are always looking for ways to talk to India's middle
classes, and they fall over each other to get them to sign up," said Amit Agnihotri, co-founder of
Exchange4Media, a media analysis company. "Both these men are able to connect across
gender, across generation, across the whole nation. Only the cricketer Sachin Tendulkar comes
close to being able to do that."
Bachchan's allure stems from his ability to transform himself as the nation changes - switching
from playing angry-young-man roles in the 1970s (at a time when his contemporaries were
feeling frustrated at the lack of opportunities in a bureaucratic nation, with a closed economy)
to exemplifying a comfortable older generation of middle-class Indians, someone who has
worked hard to succeed in the new climate of a reformed India.
Ashwani Singla, chief executive of the public relations company Genesis Burson-Marsteller,
which signed up both men to promote Pepsi, said: "Bachchan represents the aspirations of a
generation. He has gone from being a rebel with a cause, to being someone suave and
sophisticated, who is thriving in the new economy.” Khan's charm is that of a MTV kid who has
grown up into a devoted husband and father. Both men lay heavy emphasis on their
commitment to family life.”
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(iii) In his article, “India: where a movie star is more than a movie star”12, Alexander Zaitchik
reported: “Following the death by heart attack of the south Indian film icon known as Rajkumar,
grieving fans shut down the nation’s knowledge capital. Bangalore’s streets, usually imagined
as paved with hi-tech gold, were on 12 and 13 April turned into a stage for tear gas, gunfire,
burning cars and bloody street clashes between police and 60,000 of Rajkumar’s supporters. The
final body count: eight, including a young policeman killed and strung up by outraged fans
attempting to gain entry into their hero’s funeral.” This news piece goes to prove the fanatical
following some filmstars command – even in their death!
In the article, Zaitchik mentioned the views of Amit S Rai, a professor of cultural studies at the
University of Florida and Dr. Rachel Dwyer, author of Filming the Gods: Religion and Hindu
Cinema in a bid to explain this deep emotional connect of Indians with their favourite film stars.
In Mr. Rai’s opinion: “Being a fan is a vehicle for asserting an identity. The Indian film star is a
nexus of political, economic and social forces that are in a state of radical flux. Events
surrounding the star’s life or death easily flow from site to site, or from meaning to meaning.”
Dr. Dwyer believes Hinduism (the most widely followed religion in India) is particularly suited to
generating intense attachment to stars. “There is a tradition of worshiping people in India. The
guru, the deceased family member, the cricket player. There is no problem worshipping people
in Hinduism.” Dwyer points to the concept of darshan, or ‘looking’ as an integral aspect of
Hindu worship as a possible explanation for such extreme hero worship. ‘People go into a
12
http://www.spiked-online.com/index.php?/site/article/214/
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temple and “take sight” of the gods, and “give sight” in return’, she says. ‘There are parallels
with how we experience cinema.’
(iv) In fact, one can hardly go through an hour in India without seeing an image, an
advertisement or a video of an Indian cricketer trying to sell you a product13. In April 2007, the
India Today14 reported: “The last one year has seen cricket stars dominating advertising
mindshare on TV and mega bucks going into advertising on cricket properties on TV. According
to a recent study, sportspersons had the maximum, 58 per cent share in celebrity-endorsed
advertising on TV in 2006 with new kids like Mahendra Singh Dhoni hogging the limelight with
15 brands in his endorsement basket. Even though he is a junior player, Dhoni gets a retainer fee
of Rs 30 lakh per annum from the Board of Control for Cricket in India (BCCI) as a B-Grade
player. In 2006, even an introvert Rahul Dravid endorsed 12 brands, appeared in 22 creatives
and got 6,48,637 secondages on TV.
Figure 4: “Cricket’s Everywhere In India”
13
http://in.news.yahoo.com/32/20090318/1073/tsp-sachin-joins-save-tiger-campaign.html 14
http://archives.digitaltoday.in/indiatoday/20070416/business.html
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From being a religion, cricket in India has become a Rs 1,500-crore business and riding this wave
are cricketers. In the run-up to the ICC World Cup, while other teams were strategising and
focusing on the crucial championship, the calendars of the Indian squad were choc-a-bloc with
endorsement appointments. From launching colas to jerseys, the Indian team was seen mostly
at brand promotion events.
… With cricket being the only sport in India, corporates have been betting more and more
money on players. It is estimated that about Rs 370 crore was directly riding on these men
through advertising spots that media buying agencies bought on behalf of their clients from
Sony Entertainment. TV has converted cricket from a sport into a business opportunity. As
cable and satellite penetration touches 100 million in India, this is the only sport that delivers
the Indian audience to marketers.
With 105 million cable TV homes in India, which add up to 500 million viewers, no marketer
worth his salt can ignore a cricket-crazed country. The revenues from the icc World Cup show
how the game has increasingly been monetised by TV rights. Nimbus paid $550,000 (Rs 2.5
crore) for the rights for the 1992 World Cup and clocked revenues of $2.5 million (Rs 11 crore).
At that time, India contributed 20 per cent to the total revenues. The current World Cup’s
revenues tentatively stand at $300 million (Rs 1,300 crore) and India’s contribution is 65 per
cent. Besides the rise in revenue, the number of sponsors has also gone up to 12, against eight
and four in the 2003 and 1999 world cups, respectively. With cricket delivering ratings of 8
points, consumer companies have been chasing these eyeballs by both using cricket stars as
ambassadors and buying ad spots for leading global cricket tournaments.
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Having burnt their fingers once, marketers will certainly review their practice of using cricket as
an ad opportunity.”
This article appeared in the magazine following Team India’s first round exit the Cricket World
Cup in 2007. This was amongst the severe backlash for the team from the general public and
media. This goes to show the extent of emotional connect India has with its cricketers.
Anirban Das Blah of GloboSport, a sports marketing and talent management firm which
manages cricketers Dinesh Karthik and Zaheer Khan, says: “Indians have a volatile relationship
with cricketers, which is why we are not big on cricket as it is a risky proposition.”
(iii) In September 2007, celebrity management and communications major Percept Holdings
sought make India’s cricket captain Mahendra Singh Dhoni an offer that he had “never heard of
before” according to the company’s joint managing director Shailendra Singh. “He’s a youth
icon, India is poised to be the youngest nation, 90% of television commercials are targeted at
the youth…He’s hot property,” Singh said.15
So what it about Mahendra Singh Dhoni that attracts brands like moths to a flame?16 The
cricket sensation is believed to be the most cool-headed, consistent player in the Indian cricket
team, and wherever he goes, brands follow. Today, Dhoni or ‘Mahi’, as he is fondly called,
endorses some 17 brands (such as Big Bazaar, Brylcreem (Godrej Sara Lee), Boost (Glaxo
SmithKline Beecham), Dainik Bhaskar, Exide Industries, Godrej-Hershey’s, Lafarge Cement,
15
http://www.livemint.com/2007/09/19001258/Percept-says-Dhoni-hot-propert.html 16
http://spoonfeedin.blogspot.com/2008/09/mktg-brand-dhoni.html
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NDTV, Orient PSPO, Parle, Pepsi, Reebok, Royal Stage, Sonata, Siyaram’s, TVS and Videocon)
and many more deals are under way.
Figure 5: MSD – Hot Property for Marketers
His small town beginnings and humility have held Dhoni in good stead. The fact that a boy from
a small town has grown to attain such star status makes him role model material. “His appeal
cuts across all age groups and demographics to speak to small towns as well as the metros,”
says Manish Aggarwal, business director, Insights, MindShare.
In fact, Mahendra Singh Dhoni has gone on to overtake Sachin Tendulkar as the highest paid
Indian cricketer in terms of endorsements - Dhoni now makes a whopping Rs. 3.5-5 crore per
year in endorsements only which is marginally better than Sachin who makes Rs. 3-4 crores
annually.17
(v) In February 2009 Madame Tussauds announced
that cricket maestro Sachin Tendulkar will be the
latest sporting great to be featured at the
internationally-renowned wax museum in London
when a new wax figure of the Mumbai-born “Master
17
http://www.cricketfizz.com/cricketblog/dhoni-overtakes-sachin-as-the-highest-paid-in-the-endorsement-field
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Blaster” (see picture alongside: ‘Tendulkar has sat with the world famous museum who took
over 200 measurements’) joined the A-list line up in April 2009. Tendulkar follows in the famous
footsteps of Bollywood greats Amitabh Bachchan, Aishwarya Rai, Shah Rukh Khan and Salman
Khan and will join other cricket legends Brain Lara and Shane Warne (see pictures below) to
become the very first Indian sports personality to be portrayed. Tussauds’ waxworks are world
renowned for their lifelike realism. “We are delighted to confirm our next sporting superstar is
going to be Sachin Tendulkar; his achievements on the cricket pitch are phenomenal and he is
one of the biggest names in international sport,” said the museum.
But fanatical adulation is not something new for the “Little Master” (as
illustrated in the picture - right). It has even prompted Virgin Comics to
start a comic book series – “Master Blaster” – based on him in 200718 (see
picture - left). “He doesn't receive letters written in
blood any more, but Sachin Tendulkar says that he
does not feel comfortable when a fan touches his feet and tells him he is
God.” 19 Tendulkar, whose achievements with the bat have won him fans
worldwide, says the adulation never ceases to surprise him.
18
http://www.hindu.com/mp/2007/03/21/stories/2007032100050100.htm 19
http://www.indianexpress.com/news/no-letters-in-blood-but-fans-still-touch-feet-sachin/425606/
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In fact, The Daily Express in London recently reported
that supporters in Delhi commissioned artists to create
icons of Tendulkar as the monkey god Hanuman. The
works show him holding a bat instead of the more
traditional mace (as shown in the picture alongside).
“He is truly a god to millions of people who worship this
sport,” explained artist Gautam Bhatia20.
Figure 6: Sachin: Cricket's biggest brand?
Till Dhoni rose to prominence, Sachin Tendulkar was the hottest property in India's celebrity endorsement market, making him the top money grosser in cricket history. "You've got to create heroes and you've got to pay them," said
Mark Mascarenhas of WorldTel back in 1995 after he made Sachin Tendulkar India's first multimillionaire sportsperson. He was the most sought-after figurehead by every multi-national company entering India after the
country's market embraced the global economy. The range of products Tendulkar has endosed / endorses include a luxury car, tyres, credit card, motorcycle, television, energy and soft drinks, shoes, insurance and financial services, and biscuits (as illustrated above). Recently (December 2008) he became the face of Swiss watchmaker Audemars
Piguet also has Formula One driver Rubens Barrichello and actor Michelle Yeoh rooting for it internationally.
20
http://blogs.cricinfo.com/thebuzz/
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2.2.2 Celebs Sell!
Figure 7: Sell-ebrity!
Saurabh Katal21 in his article titled “Impact of Celebrity Endorsements on a Brand” says: “In the
Indian context, it would not be presumptuous to state that celebrity endorsements can
aggrandize the overall brand. We have numerous examples exemplifying this claim. A standard
example here is Coke, which, till recently, didn't use stars at all internationally. In fact, India was
a first for them. The result was a ubiquitously appealing Aamir cheekily stating Thanda matlab
Coca Cola.
Figure 8: Aamir Khan – “Thanda Matlab…”
The recall value for Nakshatra advertising is only due to the sensuous Aishwarya. The Parker pen
brand, which by itself commands equity, used Amitabh Bachchan to revitalize the brand in India.
21
http://www.chillibreeze.com/articles/Celebrity-endorsement.asp
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According to Pooja Jain, Director, Luxor Writing Instruments Ltd (LWIL), post Bachchan, Parker's
sales have increased by about 30%. India is one country, which has always idolized the stars of
the celluloid world. Therefore it makes tremendous sense for a brand to procure a celebrity for
its endorsement. In India there is an exponential potential for a celebrity endorsement to be
perceived as genuinely relevant, thereby motivating consumers to go in for the product. This
would especially prove true if the endorser and the category are a natural lifestyle fit like
sportspersons and footwear, Kapil-Sachin and Boost or film stars and beauty products.”
‘A partnership between a celebrity and a brand has an intangible sort of magic’22 but does it
make business sense? Apparently it does. As, Ray Moynihan notes in his article “The Intangible
Magic of Celebrity Marketing”, “…if the latest revelations from industry insiders are anything to
go by, their hefty investments in celebrity selling are well worth it.”
The cincher comes in the New York Times article “Nothing Sells Like Celebrity” (22/06/2008)
that pointed out: “… where the star ends and the product and pitch begin has grown less and
less discernible in the era of the human billboard.
…These days, it’s nearly impossible to surf the Internet, open a newspaper or magazine, or
watch television without seeing a celebrity selling something, whether it’s umbrellas, soda, cars,
phones, medications, cosmetics, jewelry, clothing or even mutual funds.
…over the last decade, corporate brands have increasingly turned to Hollywood celebrities and
musicians to sell their products. Stars showed up in nearly 14% of ads last year, according to
Millward Brown, a marketing research agency. While that number has more than doubled in the
22
Benshoshan, O. Celebrity public relations: An alternative to DTC. DTC Perspectives. 2003
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past decade, it is off from a peak of 19% in 2004. (It adds that Celebrities appear in 24% of the
ads in India)
“The reality is people want a piece of something they can’t be,” says Eli Portnoy, a branding
strategist. “They live vicariously through the products and services that those celebrities are tied
to. Years from now, our descendants may look at us and say, ‘God, these were the most gullible
people who ever lived.’ “
Newer forces are also propping up the celebrity-endorsement boom. Companies, trying to align
themselves ever closer to A-list stars (as well as B-listers, C-listers and reality TV
pseudocelebrities) and their quicksilver fame are constantly seeking new ways to merge the
already-blurry lines between the commercial and entertainment worlds.
Television programmers and music producers are particularly eager to play along as joint
marketing deals offer artists new ways to reach audiences while also defraying their own
marketing costs. Celebrities have also grown much more sophisticated about the structure and
payouts of endorsement deals.
With consumers facing so many choices these days, an emotional connection with a certain
celebrity may make the difference between whether a shopper’s hand stops over one product or
moves on to the competition. “As consumers, we see over 3,156 images a day. We’re just not
conscious of them,” says Marshal Cohen, chief industry analyst of the consumer research firm
NPD Group. “Our subconscious records maybe 150, and only 30 or so reach our conscious
behavior. If I have a celebrity as part of that message, I just accelerated the potential for my
product to reach the conscious of the consumer.
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Even savvy, skeptical consumers who understand that stars are paid to support a product may
still rely on an endorsement and buy the brand anyway, says Robert Cialdini, a professor of
psychology and marketing at Arizona State University.
“We’ve used our cognitive capacity to build a sophisticated informational and technological
environment,” he says. But overloaded with information and stimulation, shoppers’ brains
revert to a more primitive, raw association of celebrity and product, Mr. Cialdini explains.
Because a celebrity link may entice consumers, brands continue to use stars as the public face of
a corporate entity (Avon hired Reese Witherspoon to be its “global ambassador”); as emissaries
for new products; or as fresh faces to reinvigorate an aging product.”
In fact, according to Capital Advertising founder H.V. Subramaniam: "In the US, one of four
Television Commercials features a celebrity. In Hong Kong, eight out of the top 10 most recalled
ads used a celebrity. Studies show that celebrities in ads work the best when there is a
psychological risk in a product. A risk comes in the form of a product that defines one’s self
image. A celebrity takes that risk out of the equation. However, brand managers must
remember that a celebrity cannot make people buy an inferior product. That tactic can at best
only for people in the short term. A celebrity though can make consumers make better choices.
It is also important to show the celebrity with the product in a relevant, credible manner. This is
where the newer, smaller brands fail the test. There must also be synergy between the brand
and celebrity. If the brand is serious and mature and the celebrity is fun loving and comic the
communication will not work. In fact, there is the chance that viewers will remember the
celebrity and not the brand.”
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Therefore, for successfully employing Celebrity Marketing, a marketer needs to remember the
following basic ground rules:
Celebrity endorsements are impelled by virtue of the following motives:
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.
Certain parameters that postulate compatibility between the celebrity and brand image are:
1. Celebrity’s fit with the brand image.
2. Celebrity—Target audience match
3. Celebrity associated values.
4. Costs of acquiring the celebrity.
5. Celebrity—Product match.
6. Celebrity controversy risk.
7. Celebrity popularity.
8. Celebrity availability.
9. Celebrity physical attractiveness.
10. Celebrity credibility.
11. Celebrity prior endorsements.
12. Whether celebrity is a brand user.
13. Celebrity profession.
How does one decide whether to put a celebrity in an ad?
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Manoj Khatri23 says that “ideally it should be dictated by the communication idea”. MG
Parameswaran, Executive Director of FCB Ulka agrees with him and says, “As advertising
professionals, we recommend celebrity endorsements when the case is justified.” Md. Khan,
Chairman of Enterprise Nexus adds: “The important thing to remember is that putting a
celebrity in an ad is not an idea in itself.”
Six Uses of Celebrity Endorsements24:
23
Strategic Marketing Magazine, May – June 2008, Vol III Issue III – “Star Struck” 24
Strategic Marketing Magazine, May – June 2008, Vol III Issue III – “Star Struck”
•Approval of a brand by a star fosters a sense of trust for that brand among the target audience -this is especially true in the case of new products
Establishes Credibility
•Celebrities ensure attention of the target group by breaking the clutter of advertisements and making the ad and the brand more noticeable
Attracts Attention
•A celebrity's preferance for a brand gives our a persuasive message - because the celebrity is benefitting from the brand, the consumer will also benefit
Associative Benefit
•Stars are loved and adored by their fans and advertisers use stars to capitalise on these feelings to sway the fans towards their brands.
Psychographic Connect
•Different stars appeal differently to various demographic segmentsDemographic Connect
•Some stars have a universal appeal and therefore prove to be a good bet to generate interests amongst the masses
Mass Appeal
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When does Celebrity Marketing fail25?
2.2.3 Celebrity Marketing and Emotional Connect:
In her article, “All New Rules of Celebrity Marketing”, Stacy Baker26 calls for the need for
creating an emotional connection with consumers using Celebrity Marketing. She says: “Most
of us are naturally drawn to celebrities, so the key isn't for the brand to generate that
connection, but more for it to choose the celebrity who "fits" with the image of the label. That fit
is based on how people see the celebrity, ie their movie roles, their image outside of movies,
affiliations, etc.
A recent psychological study by Satoshi Zanazawa in 'Evolution and Human Behaviour' claims
that our brains react to familiar television personalities in the same way they react to close
25
Strategic Marketing Magazine, May – June 2008, Vol III Issue III – “Star Struck” 26
http://www.just-style.com/article.aspx?id=92519&d=1
•Associating a star, however big he or she may be does not guarentee sales - the most it can do is to generate a buzz around the product
•A classic example of this phenomenon is the Bachchans endorsing the Maruti Versa
Improper Positioning
•If the celebrity used represents values that conflict with the brand values and positioning
•For instance, use of Britney Spears to promote the Toyota Soluna Vios -a family sedan!
Brand - Celebrity Disconnect
•In recent times there has been such a deluge of celebrity endorsements that it has led to the very clutter it aimed to break
•In India major celebrities like SRK or Dhoni endorse dozens of brands -a case of too many brands and too few saleable celebrities.
Clutter Fluster
•One cannot sell a sub par product just by making a celebrity endorse it. If anything, the product will fail even faster because the celebrity endorsing the product will create a buzz around it and more people would come to know of its poor quality / performance.
Dissatisfaction with the product quality / performance
•The use of celebrities can be confusing. Some people may forget / not notice the brand the celebrity is endorsing!
•In other cases, the viewer might not associate a celebrity with a mass use product.
Confusion / Sceptecism
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friends. The frequency with which we see these individuals in the media engenders in us a
certain fondness, reasonably or not, and celebrity marketing makes the most of that. The
emotional connection is always there.
Ken Hirst, president of Hirst International points to Ashley Judd and her reputation as an All-
American being a great match for Estée Lauder's American Beauty, as well as Queen Latifah's
endorsement of VF Intimates' "Curvation" lingerie, which targets plus sizes. Sales increased to
"unprecedented" levels when her promotion of the line began. The fun, sexy, successful woman
she comes across as in entertainment was something that consumers hoped to channel into
themselves. He says that when you team up with celebs who are part of the society's culture,
there's a natural emotional connection.
"A well-chosen celebrity falls into one of two categories," he explains. "They can be hot right
now - in which case their career and media coverage are enough to keep their connection with
the public alive - or they can be celebrities who will never go out of style, whose connection with
the public was cemented years ago with a signature role or a billboard hit."
It doesn't take long to think of a dozen or so celebrity "greats" who fall into this category. Those
whose voice you recognise instantly or who created such a name for themselves they're never
off the radar: think Julia Roberts, Gene Hackman, Harrison Ford, Meryl Streep and many more.”
The emotional connect that celebrity marketing can seek to create is also the very basis for the
various risks associated with such endorsements. Fame is a fickle and fleeting companion can
ditch the famous at the slightest provocation. Celebrities, being human, can make mistakes. But
their mistakes get amplified many times over because of the attention that they garner. Thus
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companies have to make quick decisions when one of their endorsers is under fire or their own
image could be tarnished. 27
27
Strategic Marketing Magazine, May – June 2008, Vol III Issue III – “Star Struck”
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3.0 Hypothesis:
In their book, ‘Emotional Branding’, Marc Gobé and Sergio Zyman state: “Emotional Branding is
more than a process or research technique; it is based on the connections between people
that transcend charts and graphs.” Celebrity Marketing too is based upon connecting with
people. But is Celebrity Marketing = Emotional Branding?
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4.0 Research Methodology
The research was conducted through both secondary research (presented above in the
Literature Review) and primary research.
For the primary research, an online structured questionnaire
(comprising of 42 questions) was used. (Please see Annexure 1 to
peruse a sample questionnaire.) The survey was hosted on Google Docs and the following link:
http://spreadsheets.google.com/viewform?formkey=cFZoSElNelVfeWVMV1ctajdIT19BU0E6MA.. was e-mailed to over
150 peopled.
The survey generated 74 responses which were then analyzed using SPSS 13 and the descriptive
statistics determined. (Please see Annexure 2 for detailed results of the survey.)
The sampling technique used was simple random sampling. The Cronbach’s Alpha value28
(measure of reliability) was found to be 0.691 as shown below:
Reliability Statistics
Cronbach's Alpha N of Items
.691 7
28
Cronbach's alpha is a measure of reliability. More specifically, alpha is a lower bound for the true reliability of the survey. Mathematically, reliability is defined as the proportion of the variability in the responses to the survey that is the result of differences in the respondents. That is, answers to a reliable survey will differ because respondents have different opinions, not because the survey is confusing or has multiple interpretations. The computation of Cronbach's alpha is based on the number of items on the survey (k) and the ratio of the average inter-item covariance to the average item variance.
Cronbach’s ranges from 0 (zero internal consistency) to 1 (perfect internal consistency); a negative alpha coefficient indicates that items of the scale are negatively correlated and that an inappropriate reliability model is being used. By convention, a “lenient” cut-off of .60 is common in exploratory research; alpha should be at least .70 or higher to retain an item in an “adequate” scale; and many researchers require a cut-off of .80 for a “good scale”.
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Since the alpha value in the present case is > .60, we can say that the reliability of the data is
adequate.
Limitations: The survey has certain limitations with respect to the responses of the
respondents considered in the survey. Firstly, the survey was conducted online and thus was
largely impersonal. Moreover, the sample size considered was 74 due to constraints of time
and resources. The sample size, as a result, may not be truly reflective of the entire universe.
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5.0 Analysis and Insights:
Demographic Profile: Most of the respondents were in the age group 21 – 30 years (73%);
males respondents outnumbered females by nearly 2:1 ratio; the responses mainly came from
students (56%) and working people (37%); the majority of the respondents were from Mumbai
(33%) and Kolkata (30%).
1. Cricket Crazy or Movie Maniacs?
About 56% of the respondents said that they followed the Indian cricket team whereas 14%
replied in the negative. In comparison, a whopping 86% said that they watched films with only
14% responding with an ambiguous “Sometimes”. This clearly goes to show that the silver
screen holds more allure than the cricket greens for the Indian public; and thus it comes as no
surprise that the respondents believe that Shah Rukh Khan (33%) and Amitabh Bachchan (25%)
are the most popular celebrities in India ahead of Sachin Tendulkar (19%) and MS Dhoni (7%).
This corroborates the findings of the secondary research that says that these film stars are the
most “saleable” faces in India. It is further proved by the fact that even
in the home of cricket - England, Bollywood made its debut with the
‘Big B’, ‘King Khan’, ‘Miss World’ and Salman ahead of the ‘Little
Master’ at Madam Tussauds.
Figure 9: (L) Shah Rukh Khan and Amitabh Bachchan – The Most Popular Celebrities in India (R) Sachin Tendulkar and MS Dhoni – The Most Popular Cricketers in India
Page 36 of 70
Amongst the cricket enthusiasts, T20, the current flavour of the season is the most popular
version (51%) and Sachin Tendulkar (34%) and MS Dhoni (31%) are the most favourite
cricketers. This is probably why they command the highest number of endorsement deals as
discussed earlier in the Literature Review.
The film buffs prefer watching Hollywood movies (55%) ahead of desi Bollywood flicks (42%).
Perhaps this is a reason why most respondents chose an international celebrity (28%) as their
favourite celebrity ahead of the usual suspects – Shah Rukh Khan (13%), Sachin Tendulkar
(10%), Aamir Khan (10%) and Amitabh Bachchan (6%). This also goes to show the allure power
of international celebrities.
Amongst the movie stars, Aamir “Ghajini” Khan (25%) edged out Shah Rukh “Billu” Khan (21%)
and Amitabh “?” Bachchan (10%) as the favourite Hindi Film Star of the respondents. (Perhaps
the folks at Filmfare had a look at my data while compiling their “Power List”29) This also shows
how fickle fame and public memory can be as Aamir Khan possibly is riding on the crest of
success of his superhit movie – “Ghajini” whereas Shah Rukh Khan is laying low after much
sober returns from his latest – “Billu”. An interesting point to note is that Heroines do not
command as much star pull as the heroes from Bollywood
with less than 10% of respondents having named a heroine
as their favourite film star.
29
http://timesofindia.indiatimes.com/India/Aamir-tops-Filmfare-Power-List/articleshow/4247770.cms: “Aamir tops Filmfare Power List” – Times of India - 10 Mar 2009 – “You're only as big as your last hit, right? Perhaps that's what explains how actor Aamir Khan, who was nowhere on the 2007 Filmfare Power List, is up there at No. 1 this year. It must have something to do with the Rs 265 crore (gross) that his film 'Ghajini' earned worldwide, making it the biggest hit in the history of Bollywood. Shah Rukh Khan remains entrenched at No. 2. Yash and Aditya Chopra, for two years in a row, are down to No. 3, preceded by the two Khans — Aamir and Shah Rukh — who are now eyed as the two power centres in filmnagari.”
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2. What gives Celebrities their star power?
Majority (47%) of the respondents agreed that their favourite celebrity is “just a great
sportsperson / actor / performer”.
51% said that if their favourite star is performing really well (for instance, their favourite
cricketer scores a century or their favourite movie star delivers a super hit movie), they would
“be happy that he is doing well”.
This goes to show that the adulation and the following a star commands is based solely on his
performance. Moreover, “brilliant” and “dynamic” as the most commonly used adjectives
associated by the respondents with their favourite celebrity, which also proves that
performance is the key to fame and fortune for celebrities.
3. Purely Emotional Connect with Cricket and Bollywood?
On a scale of 1 – 5 (where 1 = Die Hard Fan and 5 = Casual Fan), about 10% respondents judged
themselves to be Die Hard Fans and about 33% (majority) rated themselves as “2/5” i.e. close
to being “Die Hard” fans of their favourite celebrity. Thus the celeb-connect is undeniable.
Majority (42%) of the respondents said that they would watch a game even if their favourite
cricketer was not playing, though they would definitely miss watching him play; similarly most
respondents (49%) said that they would “understand” if their favourite cricketer is not
performing well in a match “because that is the very nature of the sport”. Interestingly, only
37% of the respondents said that they would go the stadium to watch their favourite cricketer
play.
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Figure 10: SRK and SRT – the faces of Bollywood and Cricket in India
Also, a majority (45%) of respondents said that they would “watch other movies” if their
favourite movie star did not have a movie releasing soon, but would hope that their favourite
star’s movie would release soon. However, most respondents (52%) said that when a movie of
their favourite movie star released, they were anxious to catch it as soon as they could.
Furthermore, most (28%) of the respondents said that they would only go to see a celebrity
coming for a promotional visit to their city if it was convenient for them (eg: it was a holiday or
they had passes to the event) while an equal number said that they would not go but would
read all about it in the newspapers.
These findings indicates that celeb-connect is not a purely emotional - there is also a certain
degree of rational judgment used by the public.
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4. Celebrity Endorsement:
The following are the key insights derived about celebrity endorsement:
92% of the respondents believed it was alright for their favourite celebrity to endorse
brands.
More than 80% of the respondents said that they would watch attentively if their favourite
cricketer or movie star is featured in an advertisement on television.
However, in a crowded market space like soft drinks, most viewers (33%) prefer the current
Sprite ad (shown below) to a Pepsi ad (25%) featuring a cricketer or a movie star – a case of
celebrity clutter perhaps.
But interestingly, when asked to name a product / service that the respondent liked and
was also endorsed by their favourite star, most (31%) named a soft drink brand! So perhaps
the celeb magic works subliminally. Also, Pepsi has recently discontinued using Sachin
Tendulkar and Shah Rukh Khan for its advertisements. But their association with the brand
in public memory is quite strong.
14% of the respondents believed that their favourite celebrity should endorse an apparel
brand, closely followed by 13% who said that their favourite celebrity should endorse
premium products and 12% who named a sports brand.
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5. Celeb or Brand Connect?
As illustrated earlier, the celeb-connect is undeniable. However, so is the brand connect of the
respondents with nearly 50% of the respondents claiming to be “loyal” to their favourite brand.
and said that their favourite brand was “more than just a product / service” to the. Most
respondents (more than 75%) agreed that their favourite brand was a “well known successful
brand”. But nearly 50% of the respondents agreed with the statement: “if my favourite brand is
not available, I would buy another brand of the same product / service category.” Thus we can
say that the brand connect too, is not purely emotional.
Though 61% of the respondents identified their favourite brand with their favourite celebrity, ,
only 14% of respondents said that they would buy a product / service just because their
favourite star endorsed it. Moreover, 75% agreed that they would still buy their favourite brand
even if their favourite celebrity did not endorse it and only 7% agreed that they would buy
some other brand in the same category if their favourite star started endorsing it. Thus brand
connect, perhaps, runs deeper than celeb connect.
6. So what does a celebrity do for a brand?
The answer may lie in the 41% who answered “maybe” to whether they would buy some other
brand in the same category if their favourite star started endorsing it. This goes to show that
celebrities have a pulling power to attract the attention of the public to the brand they
endorse. The cincher comes from the following – 51% of the respondents say that their
favourite star endorsing a brand makes it “stand out in the clutter / makes the brand different
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from other brands in the market” while about 29% agree that it’ “makes them emotionally
connect with the brand.”
Figure 11: Amul topical pictorials that offer a satirical social commentary often feature a
cricketer or a movie star – this proves how much social mind space these celebrities occupy
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6.0 Conclusion:
Emotional branding is about connecting with people. No one connects better with people than
celebrities with the star appeal and crowd pulling capacities. Thus, it is but obvious that brands
often use celebrities to draw the attention of the consumers. The research proves that
consumers agree that a celebrity endorsing a brand makes them sit up and take notice of the
brand. Celeb-connect can banked upon to generate the requisites eyeballs for an advertisement
and a buzz around a product.
However, celeb-connect does not ensure a purely emotional connect with a brand - for that the
brand has to live upto the expectations of the people. Moreover, once a brand develops an
emotional connect with the consumer, it perhaps overrides the celebrity connect i.e. a celebrity
endorsing another brand cannot guarantee to sway away a loyal customer of a brand to the
brand he is endorsing – at best he can grab the consumer’s attention and probably induce a
trial.
Emotional branding aims to appeal to the feelings of the consumer to generate brand connect;
and it is proven that the general public have deep feelings for celebrities and celebrity
marketing aims to leverage on these feelings to establish brand connect. Therefore, in
conclusion, one can say that celebrity marketing is indeed a form of emotional branding.
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Annexure 1: Sample Questionnaire
Celebrity Marketing Survey
Hi,
I am researching for a final term paper for my MBA and I really need your help. I assure assure you that this data
will remain confidential and used only for my academic project. I also would be very grateful if you could please
take some time out to take this survey.
Many Thanks!
Cheers
Arka
* Required
Name *
Aapka shubh naam?
Age *
Please choose from the list below
< 15 years
15 - 20 years
21 - 25 years
25 - 30 years
> 30 years
Gender *
Please choose from the list below
Male
Female
Occupation *
Please choose from the list below
Student
Service / Employed
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Self Employed
Business
Other
Location *
Please enter the name of your city / town
Do you follow the Indian Cricket Team? *
Please select Yes or No depending on whether you are a supporter of Dhoni's "Men in Blue"
Yes
No
Sometimes
What version of cricket do you like the best?
Short, sweet and explosive or Classic 5 day battle?
T20
One Day Internationals
Test Matches
Who is your favourite cricketer?
Preferably someone who is currently playing for Team India
Do you try and catch your favourite cricket star play at the STADIUM when cricket is played in your city? *
Please select Yes or No depending on whether you like to watch the game on TV or at the ground.
Yes
No
Do you like watching films? *
Please select Yes or No depending on whether you like to watch a story unfold on the silver screen
Yes
No
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Sometimes
What sort of movies do you prefer? *
Please select one of the following...
Bollywood Blockbusters
Hollywood Hits
Regional Cinema
Who is favourite Bollywood (Hindi Film) Star? *
Actor or Actress?
Whose poster or desktop wallpaper would you consider putting up? *
Choose the star whose picture would adorn your room or your computer desktop or even your mobile phone
screen!
Your Favourite Cricketer - named above
Your Favourite Movie Star - Name Above
Some Other Celbrity
None at all
Other:
Who is your favourite celebrity? *
My favourite celebrity (named above) is... *
Please Choose one of the following statements that you agree with the most:
The face of my generation.
Someone whom I look up to / admire and want to be like
A youth icon
Just a great sportsperson / actor / performer
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One word that describes your favourite CELEBRITY *
Please write the first word you think of when you think of your favourite Celebrity named earlier
Do you think it is alright for your favourite cricket star / filmstar to endorse brands? *
Yes
No
Which brand do you think should your favourite celebrity endorse? *
Name the one brand you think would ideally suit your favourite celebrity...
If your favourite star is performing really well , you… *
eg: cricketer scores a century or movie star acted brilliantly and the movie is a hit
Celebrate wildly (eg: burst crackers on the streets)
Are euphoric - very happy
Would like to tell anyone you meet about it
Are happy he is doing his job well – that’s it!
If your favourite cricketer is injured or unavailable for a match or series, would you still watch the match?
* Please choose your most likely reaction
Yes, it does not affect me since cricket is a team sport
Yes, but I would defintely miss watching him play
Yes, but my interest level would be lower
No, it is not worth watching a match if he doesn’t play
If your favourite cricketer is not performing well in a match, you… *
eg: got out for a low score or has been misfielding often or has been bowling poorly
Lament that he is distracted because he is “busy making advertisements”
Understand, because that is the very nature of sports
Offer advice to others watching the game with you on what the cricketer should be doing
You “swear” at the cricketer for his bad performance
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Stop watching the game
Don’t do anything – after all it is just a game
Don’t mind as long the team does well
If your favourite movie star does not have a movie releasing for a while, you… *
Please choose your most likely action…
Watch other movies – it makes no difference to you
Watch other movies – but hope his/her movie releases soon
Watch other movies – but follow all the news/gossip on your favourite movie star closely
Don’t watch movies featuring other movie stars
When a movie of your favourite movie star releases, you… *
Please choose your most likely response:
Don’t mind paying extra to watch it “first day first show” and urge others to watch it.
Are anxious to watch it as soon as you can
Read all the reviews and watch it only if it has got a good rating
Watch the movie more than once
If you come to know that your favourite celebrity is coming to your town for a promotional visit (eg: to
inaugurate a mall) , you would: *
Make it a point to go to the venue at any cost
Go to see the celebrity if you could (eg: go if it was a holiday or you got passes)
Don’t bother going – not worth the effort!
Don’t go but read all about it in the newspapers
Wish you could go...
If your favourite movie star’s latest release has associated merchandise for sale, would you buy it? *
Yes
No
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While watching TV, if your favourite cricketer or moviestar is featured in an advertisement do you watch it
attentively? *
Please choose Yes or No depending on whether you would watch the advertisement or switch channels!
Yes
No
Which of the following advertisements would you rather watch on Television? *
These are all advertisement of soft drinks
Ranbir Kapoor / Dhoni and other Team India stars in the latest Pepsi advertisement
Hrithik Roshan in a Coca Cola advertisement
Askhay Kumar in a Thums Up advertisement
A Sprite ad with no bakwaas
Fido in a 7 Up advertisement
Name a brand (any product / service) that you like that is also endorsed by your favourite star? *
This brand could be any product or service that features your favourite star in its advertisement
One word that describes your favourite brand *
Please write the first word you think of when you think of your favourite brand named above.
Do you consider yourself loyal to your favourite brand? *
Choose from 1 = very loyal to 5 = not loyal
1 2 3 4 5
Very Loyal
Not Loyal
Would you consider buying a product just because your favourite star endorses it? *
For eg: Would you buy Pepsi and not Coca Cola or Thums Up as Dhoni - your favourite star - endorses it?
Yes
No
On a scale of 1 – 5, how much of a fan of your favourite star are you? *
Choose from 1 = diehard fan to 5 = casual fan
1 2 3 4 5
Die Hard Fan
Casual
Page 49 of 70
"I would recommend my favourite brand to others" *
Please choose from 1 - "Strongly Agree", 2 - "Agree", 3 - "Neutral", 4 - "Disagree", 5 - "Strongly Disagree"
1 2 3 4 5
Strongly Agree
Strongly Disagree
Would you buy some other brand in the same category if your favourite star started endorsing it? *
For eg: Would you buy Coca Cola and not Pepsi or Thums Up if Dhoni started endorsing Coca Cola?
Yes
No
Maybe
"If my favourite brand is not available, I would buy another brand of a same product / service category" *
- eg: If your favourite brand is Pepsi, you would / would not buy Coca Cola or Thums Up
Please choose from 1 - "Strongly Agree", 2 - "Agree", 3 - "Neutral", 4 - "Disagree", 5 - "Strongly Disagree"
1 2 3 4 5
Strongly Agree
Strongly Disagree
"My favourite brand is more than just a product or service to me" *
Please choose from 1 - "Strongly Agree", 2 - "Agree", 3 - "Neutral", 4 - "Disagree", 5 - "Strongly Disagree"
1 2 3 4 5
Strongly Agree
Strongly Disagree
My favourite brand is meant to be used by people like me" *
Please choose from 1 - "Strongly Agree", 2 - "Agree", 3 - "Neutral", 4 - "Disagree", 5 - "Strongly Disagree"
1 2 3 4 5
Strongly Agree
Strongly Disagree
"My favourite brand is a well known successful brand" *
Please choose from 1 - "Strongly Agree", 2 - "Agree", 3 - "Neutral", 4 - "Disagree", 5 - "Strongly Disagree"
1 2 3 4 5
Strongly Agree
Strongly Disagree
Do you identify your favourite Brand with your favourite Celebrity? *
Yes
No
Page 50 of 70
Would you still buy your favourite brand if your favourite star did not endorse it? *
Yes
No
Maybe
My favourite star endorsing a brand makes... *
Please choose the statement you agree with the most
The Brand more trustworthy / credible
The Brand stand out in the clutter / makes the brand different from other brands in the market
It impossible for me to buy another brand
Me emotionally connect to the brand
Name 1 brand and the celebrity (cricket or movie star) who has endorsed the products for any 3 product /
service categories: *
Eg: Cola / Soft Drinks - Fanta - Rani Mukherjee | Suggested Categories: Bank / Financial Services, Automobiles - Car
/ Bikes, Soap, Soft Drinks, Alcohol, Cosmetics, Clothes, Computers
Who would you say is the MOST POPULAR Celebrity in India? *
It could be a cricketer, sportsperson, film star or any other famous Indian celebrity
Page 51 of 70
Annexure 2 - Survey Results:
Primary Survey Details: Total Respondents: 74 (Out of which Others: 70%, NMIMS Students: 30%)
Mode: Internet Based Quantitative Structured Questionnaire
1. Demographic Profile of Respondents
Age
Gender
25 - 30 years
21 - 25 years
15 - 20 years
> 30 years
Ag
e
50403020100
Percent
45.07%
28.17%
8.45%
18.31%
Age
64.79%
35.21%
Gender
Male
Female
Page 52 of 70
Occupation
Location
Student
Service / Employed
Self Employed
Other
Business
Occu
pa
tio
n
6050403020100
Percent
36.62%
56.34%
2.82%
2.82%
1.41%
Occupation
Other - India
NCR Region
Mumbai
Kolkata
International
Hyderabad
Bangalore
Lo
cati
on
403020100
Percent
23.94%
32.39%
7.04%
9.86%
7.04%
7.04%
12.68%
Location
Page 53 of 70
2. Cricket Following
Do you follow the Indian Cricket Team?
What version of Cricket do you like the best?
56.34% 29.58%
14.08%
Do you follow the Indian Cricket Team?
Yes
Sometimes
No
Test Matches
T20
One Day Internationals
Wh
at
vers
ion
of
cri
cket
do
yo
u lik
e t
he b
est?
6050403020100
Percent
50.7%
9.86%
39.44%
What version of cricket do you like the best?
Page 54 of 70
Who is your Favourite Cricketer?
Do you try and catch your favourite cricket star play at the Stadium when cricket is played in your city?
SachinTendulkar
OthersNo oneMS DhoniIrfan PathanGautamGambhir
Who is your favourite cricketer?
40
30
20
10
0
Perc
en
t
30.99%
33.8%
16.9%
2.82%
9.86%
5.63%
Who is your favourite cricketer?
36.62%
63.38%
Do you try and catch your favourite cricket star play at the STADIUM whencricket is played in your city?
Yes
No
Page 55 of 70
3. Movie Following
Do you like watching films?
What sort of movies do you prefer watching?
85.92%
14.08%
Do you like watching films?
Yes
Sometimes
Regional Cinema
Hollywood Hits
Bollywood Blockbusters
Wh
at
so
rt o
f m
ovie
s d
o y
ou
pre
fer?
6050403020100
Percent
54.93%
2.82%
42.25%
What sort of movies do you prefer?
Page 56 of 70
Who is your favourite Bollywood (Hindi Film) star?
4. Celebrity Connect:
Whose poster or desktop wallpaper would you consider putting up?
YesteryearMatinee
Star
Shah RukhKhan
Other -PresentHeroine
Other -Present
Hero
Other - ArtFilm Actor
NoneAmitabhBachchan
Aamir Khan
Who is favourite Bollywood (Hindi Film) Star?
30
25
20
15
10
5
0
Perc
en
t
25.35%
9.86%
21.13%
2.82%
9.86%
14.08%
11.27%
5.63%
Who is favourite Bollywood (Hindi Film) Star?
Your FavouriteMovie Star - Name
Above
Your FavouriteCricketer - named
above
Some OtherCelbrity
OthersNone at all
Whose poster or desktop wallpaper would you consider putting up?
50
40
30
20
10
0
Perc
en
t
11.27%
5.63%
49.3%
5.63%
28.17%
Whose poster or desktop wallpaper would you consider putting up?
Page 57 of 70
Who is your Favourite Celebrity?
My favourite celebrity named above is…
Shah Rukh Khan
Sachin Tendulkar
Others
Other - Present Hero
Other - Cricketer
None
International Celebrity
Amitabh Bachchan
Aamir Khan
Wh
o is y
ou
r fa
vo
uri
te c
ele
bri
ty?
302520151050
Percent
9.86%
5.63%
9.86%
12.68%
28.17%
9.86%
12.68%
8.45%
2.82%
Who is your favourite celebrity?
The face of mygeneration.
Someone whom I lookup to / admire and want
to be like
Just a greatsportsperson / actor /
performer
A youth icon
My favourite celebrity (named above) is...
50
40
30
20
10
0
Perc
en
t
28.17%
46.48%
11.27%14.08%
My favourite celebrity (named above) is...
Page 58 of 70
Who would you say is the most popular celebrity in India?
5. Celebrity Endorsement
Do you think it is alright for your favourite cricket star / film star to endorse brands?
Shah Rukh Khan
Sachin Tendulkar
Other Movie Star
Other
MS Dhoni
Don't know
Cricketer
Amitabh Bachchan
Wh
o w
ou
ld y
ou
say
is
th
e M
OS
T P
OP
UL
AR
Ce
leb
rity
in
In
dia
?
403020100
Percent
18.31%
32.39%
25.35%
8.45%
4.23%
7.04%
1.41%
2.82%
Who would you say is the MOST POPULAR Celebrity in India?
91.55%
8.45%
Do you think it is alright for your favourite cricket star / filmstar to endorsebrands?
Yes
No
Page 59 of 70
Which brand do you think your favourite celebrity should endorse?
6. Celebrity Emotional Connect:
If your favourite star is performing really well, you…
Watch
Telecom
Sports/ Shoes
Sports / Shoes
Soft Drink
Social Cause
Premium Product
Perfume
Others
Mint
Hi Tech
Cars
Can't Say
Bikes
Apparel
Wh
ich
bra
nd
do
yo
u t
hin
k s
ho
uld
yo
ur
fav
ou
rite
cele
bri
ty e
nd
ors
e?
20151050
Percent
12.68%
14.08%
9.86%
11.27%
Which brand do you think should your favourite celebrity endorse?
Would like to tell anyoneyou meet about it
Celebrate wildly (eg:burst crackers on the
streets)
Are happy he is doinghis job well – that’s it!
Are euphoric - veryhappy
If your favourite star is performing really well , you…
60
50
40
30
20
10
0
Perc
en
t
50.7%
23.94%
7.04%
18.31%
If your favourite star is performing really well , you…
Page 60 of 70
If your favourite cricketer is injured or unavailable for a match or series, would you still watch the game?
If your favourite cricketer is not performing well in a match, you…
Yes, it does not affectme since cricket is a
team sport
Yes, but my interestlevel would be lower
Yes, but I woulddefintely miss watching
him play
No, it is not worthwatching a match if he
doesn’t play
If your favourite cricketer is injured or unavailable for a match or series,would you still watch the match?
50
40
30
20
10
0
Perc
en
t
42.25%
33.8%
16.9%
7.04%
If your favourite cricketer is injured or unavailable for a match or series, wouldyou still watch the match?
You “swear” at the cricketer for his bad
performance
Understand, because that is the very nature of
sports
Stop watching the game
Offer advice to others watching the game with
you on what the cricketer should be doing
Lament that he is distracted because he is “busy
making advertisements”
Don’t mind as long the team does well
Don’t do anything – after all it is just a game
If y
ou
r fa
vo
uri
te c
rickete
r is
no
t p
erf
orm
ing
well in
a m
atc
h,
yo
u…
50403020100
Percent
49.3%
5.63%
8.45%
2.82%
5.63%
18.31%
9.86%
If your favourite cricketer is not performing well in a match, you…
Page 61 of 70
If your favourite movie star does not have a movie releasing for a while, you…
When a movie of your favourite movie star releases, you…
Watch other movies – itmakes no difference to
you
Watch other movies –but hope his/her movie
releases soon
Watch other movies –but follow all the
news/gossip on yourfavourite movie star
closely
Don’t watch moviesfeaturing other movie
stars
If your favourite movie star does not have a movie releasing for a while, you…
50
40
30
20
10
0
Perc
en
t
45.07%
36.62%
16.9%
1.41%
If your favourite movie star does not have a movie releasing for a while, you…
Watch the movie morethan once
Read all the reviewsand watch it only if ithas got a good rating
Don’t mind paying extrato watch it “first dayfirst show” and urge
others to watch it.
Are anxious to watch itas soon as you can
When a movie of your favourite movie star releases, you…
60
50
40
30
20
10
0
Perc
en
t
52.11%
1.41%
39.44%
7.04%
When a movie of your favourite movie star releases, you…
Page 62 of 70
If you come to know that your favourite celebrity is coming to your town for a promotional visit, you would…
If your favourite movie star’s latest release has associated merchandise for sale, would you buy it?
Wish you could go...
Make it a point to go to the venueat any cost
Go to see the celebrity if youcould (eg: go if it was a holiday
or you got passes)
Don’t go but read all about it inthe newspapers
Don’t bother going – not worththe effort!
If y
ou
co
me t
o k
no
w t
hat
yo
ur
favo
uri
te c
ele
bri
ty is c
om
ing
to
yo
ur
tow
n...
302520151050
Percent
28.17%
28.17%
11.27%
7.04%
25.35%
If you come to know that your favourite celebrity is coming to your town for apromotional visit (eg: to inaugurate a mall) , you would:
23.94%
76.06%
If your favourite movie star’s latest release has associated merchandise forsale, would you buy it?
Yes
No
Page 63 of 70
7. Celebrity Advertisements
While watching TV, if your favourite cricketer or movie star is featured in an advertisement, do you watch it attentively?
Which of the following advertisements would you rather watch on TV?
80.28%
19.72%
While watching TV, if your favourite cricketer or moviestar is featured in anadvertisement do you watch it attentively?
Yes
No
Ranbir Kapoor /Dhoni and other
Team India stars inthe latest Pepsiadvertisement
Hrithik Roshan in aCoca Cola
advertisement
Fido in a 7 Upadvertisement
Askhay Kumar in aThums Up
advertisement
A Sprite ad with nobakwaas
Which of the following advertisements would you rather watch on Television?
40
30
20
10
0
Perc
en
t
25.35%
32.39%
15.49%
9.86%
16.9%
Which of the following advertisements would you rather watch on Television?
Page 64 of 70
8. Brand Connect
Name a brand you like that is also endorsed by your favourite star?
Do you consider yourself loyal to your favourite brand?
1 = very loyal … 5 = not loyal
Telecom
Sports / Shoes
Soft Drink
Premium Product
Others
None / Can't Say
Hi Tech
FMCG
Cars
Bike
Apparel
Nam
e a
bra
nd
(an
y p
rod
uct
/ serv
ice)
that
yo
u lik
eth
at
is a
lso
en
do
rsed
by y
ou
r fa
vo
uri
te s
tar?
3020100
Percent
30.99%
7.04%
7.04%
5.63%
11.27%
11.27%
1.41%
9.86%
4.23%
4.23%
7.04%
Name a brand (any product / service) that you like that is also endorsed byyour favourite star?
54321
Do you consider yourself loyal to your favourite brand?
40
30
20
10
0
Perc
en
t
33.8%
8.45%9.86%
32.39%
15.49%
Do you consider yourself loyal to your favourite brand?
Page 65 of 70
Would you consider buying a product just because your favourite star endorses it?
On a scale of 1 – 5, how much of a fan are you of your favourite celebrity?
(1 = Die Hard Fan … 5 = Casual Fan)
14.08%
85.92%
Would you consider buying a product just because your favourite starendorses it?
Yes
No
54321
On a scale of 1 – 5, how much of a fan of your favourite star are you?
40
30
20
10
0
Perc
en
t
32.39%
11.27%
16.9%
29.58%
9.86%
On a scale of 1 – 5, how much of a fan of your favourite star are you?
Page 66 of 70
1= Strongly Agree, 2 = Agree, 3 = Neutral, 4 = Disagree, 5 = Strongly Disagree
“I would recommend my favourite brand to others”
“If my favourite brand is not available, I would not buy another brand in the same category”
54321
"I would recommend my favourite brand to others"
40
30
20
10
0
Perc
en
t
33.8%
5.63%
11.27%
30.99%
18.31%
"I would recommend my favourite brand to others"
54321
"If my favourite brand is not available, I would buy another brand of a sameproduct / service category" - eg: If your favourite brand is Pepsi, you would /
would not buy Coca Cola or Thums Up
30
20
10
0
Pe
rce
nt
30.99%
8.45%
16.9%
28.17%
15.49%
"If my favourite brand is not available, I would buy another brand of a sameproduct / service category" - eg: If your favourite brand is Pepsi, you would /
would not buy Coca Cola or Thums Up
Page 67 of 70
“My favourite brand is more than just a product or service to me.” -
“My favourite brand is meant to be used by people like me.”
54321
"My favourite brand is more than just a product or service to me"
30
20
10
0
Perc
en
t
30.99%
9.86%
15.49%
29.58%
14.08%
"My favourite brand is more than just a product or service to me"
54321
My favourite brand is meant to be used by people like me"
40
30
20
10
0
Perc
en
t
39.44%
2.82%
15.49%
26.76%
15.49%
My favourite brand is meant to be used by people like me"
Page 68 of 70
“My favourite brand is a well known successful brand.”
9. Celebrity-Brand Connect
Do you identify your favourite brand with your favourite celebrity?
4321
"My favourite brand is a well known successful brand"
50
40
30
20
10
0
Perc
en
t
40.85%
4.23%
19.72%
35.21%
"My favourite brand is a well known successful brand"
60.56%
39.44%
Do you identify your favourite Brand with your favourite Celebrity?
Yes
No
Page 69 of 70
Would you still buy your favourite brand if your favourite star did not endorse it?
Would you buy some other brand in the same category if your favourite star started endorsing it?
74.65%
4.23%
21.13%
Would you still buy your favourite brand if your favourite star did not endorseit?
Yes
No
Maybe
7.04%
52.11%
40.85%
Would you buy some other brand in the same category if your favourite starstarted endorsing it?
Yes
No
Maybe
Page 70 of 70
My favourite star endorsing a brand, makes it…
Stand out in the clutter /makes the brand
different from otherbrands in the market
More trustworthy /credible
Impossible for me to buyanother brand
Emotionally connect tothe brand
My favourite star endorsing a brand makes it...
60
50
40
30
20
10
0
Perc
en
t
28.17%
50.7%
15.49%
5.63%
My favourite star endorsing a brand makes it...
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