[Key criteria and process involved in selection of a celebrity endorser Indian brands perspective: Proposal]

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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 ...