Selection of a celebrity endorser - Indian brands perspective

By

ACKNOWLEDGEMENT

I would like to take this chance for thanking my research facilitator, friends & family for support they provided & their belief in me as well as guidance they provided without which I would have never been able to do this research.

DECLARATION

I, [type your full first names and surname here], declare that the contents of this dissertation/thesis represent my own unaided work, and that the dissertation/thesis has not previously been submitted for academic examination towards any qualification. Furthermore, it represents my own opinions and not necessarily those of the University.

Signed __________________ Date _________________

ABSTRACT

The research project has outlined a study on the elements and the motivation involved in hiring a celebrity. It highlighted facts and cases where celebrity endorsement is being adapted by brands at a higher level and the way it is absorbed to achieve an objective. The research was conducted from a brand perspective to understand whether this method is used as a tool or a trend which is followed by Indian brands. The importance regarding the selection of a celebrity for a particular endorsement and its role in the Indian market has been analysed in detail. This has been achieved with a contemporary mix of Secondary Data followed by Qualitative Data to get an insight into Brand managers and consumer's perspective with approach towards celebrity Endorsement and its essentials. In this way, the conclusion will be reached for the selection of a celebrity in an endorsement and the impact it produces on the Indian brands.

TABLE OF CONTENTS

ACKNOWLEDGEMENTII

DECLARATIONIII

ABSTRACTIV

CHAPTER 1: INTRODUCTION1

Background of Study1

Background on India3

Problem Statement4

Purpose of the Study5

Aims and Objectives5

Research Questions5

Scope and Significance of the Study5

Reliability and Validity6

Ethical Concerns6

Outline of the Paper7

CHAPTER 2: LITERATURE REVIEW8

Theoretical Framework8

Indian Advertising Market Trends17

Celebrity Endorsement19

The persuasiveness of advertising and the influence of celebrities20

Brand Image22

Brand Strategy23

Celebrity Credibility23

Celebrity Likeability24

Theories on Effectiveness of Endorsers24

Factors Influencing Celebrity Endorsement25

Advantages of Celebrity Endorsement28

Some practical disadvantages30

Summary32

CHAPTER 3: METHODOLOGY33

Introduction33

Research Design34

Interview34

Onion Diagram39

Reliability/Dependability40

Validity41

CHAPTER 4: DISCUSSION AND ANALYSIS44

Introduction44

General Opinion about Celebrity Endorsement versus Personal Choice44

Personal Choice44

Data Analysis Procedures45

CHAPTER 5: CONCLUSION47

Limitations47

Recommendations48

Future research48

REFERENCES49

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, ...