[Key criteria and process involved in selection of a celebrity endorser Indian brands perspective: Proposal]
By
Table of Contents
CHAPTER 1: INTRODUCTION3
Background of Study3
Background on India6
Problem Statement6
Purpose of the Study7
Aims and Objectives7
Research Questions7
Scope and Significance of the Study8
Reliability and Validity8
Research Methodology9
Data Collection9
Analysing Data9
Key Words10
Ethical Concerns10
Outline of the Paper11
CHAPTER 2: LITERATURE REVIEW12
Theoretical Framework12
Indian Advertising Market Trends15
Celebrity Endorsement18
The persuasiveness of advertising and the influence of celebrities19
Brand Image21
Brand Strategy22
Celebrity Credibility23
Celebrity Likeability23
Theories on Effectiveness of Endorsers24
Factors Influencing Celebrity Endorsement24
Advantages of Celebrity Endorsement27
Disadvantages of Celebrity Endorsement28
Summary29
References29
CHAPTER 1: INTRODUCTION
Celebrity endorsement for a particular brand is the most common topic for researchers in marketing. In this paper, the researcher will highlight the key criteria and selection process of celebrities for a particular Indian brand. The first chapter provides a brief insight into the background of the research. Aims and objectives, research questions, and significance of the study are also covered in this introductory chapter.
Background of Study
Advertising, a celebrity is defined as "Any person well known to the public for achievements in areas not related to the class of the product which it is associated” or as "any individual who receives public recognition and who uses this recognition to promote goods consumption in an advertisement "(Till, 2000, 47). The use of celebrities in advertising is not a recent phenomenon. United States from the late nineteenth century had gradually invaded the celebrities advertising press. While the endorsement is popular in the development of radio advertising in the 30's and television advertising in the 50's, the emergence of expanded cinema in India, has increased the need for competitive advertising. In the late 70s, the strategy became increasingly popular.
ABut the use of the endorsement continued to develop in a considerably. Today's endorsement by celebrities has become an integral part of marketing communication strategies. Companies in India, wishing to stand out from the competition and having a good budget, often resort to using celebrities to advertise their products and services. Advertising campaigns with celebrities can grow the popularity of the brand, increase brand trust of potential customers (Silvera, 2004, 61).
Asian nations are consistently striving to achieve industrial, technological and financial competence in order to compete with developed nations. In this quest, business has become the core of most nations with people seeking to sell their wears locally and internationally. Industries once owned by government institutions are getting privatised and opening up from the rigidity they once had due to bureaucracy. With the modernisation of business ventures in Asia, there has also been a move towards trendy means of attracting consumers.
Because of intense competition amongst sellers, there has been a need to stand out and hence companies and small business owners have turned to advertising as a means of differentiating their products. As advertising became the apparent tool in business promotion, marketers developed ingenious ways to keep their products alive in the eyes of consumers. Celebrity endorsement is one of the creative forms of marketing promotion that is successful in reaching consumers (Seno, 2007, 12). Celebrity endorsement as the name would suggest is the association ...