Impact of Celebrity Endorsements on Brand Image

35 Pages Posted: 10 Aug 2009

Date Written: August 6, 2009

Abstract

Celebrity endorsement has been established as one of the most popular tools of advertising in recent time. It has become a trend and perceived as a winning formula for product marketing and brand building. It is easy to choose a celebrity but it is tough to establish a strong association between the product and the endorser. While the magnitude of the impact of celebrity endorsement remains under the purview of gray spectacles, this paper is an effort to analyze the impact of celebrity endorsements on brands. Objective of this article is to examine the relationship between celebrity endorsements and brands, and the impact of celebrity endorsement on consumer's buying behavior as well as how consumer makes brand preferences. This paper proposes a 20 point model which can be used as blue-print criteria and can be used by brand managers for selecting celebrities and capitalizing the celebrity resource through 360 degree brand communication which, according to this paper, is the foundation of the impact of celebrity endorsement. Celebrity endorsement is always a two-edged sword and it has a number of positives - if properly matched it can do wonders for the company, and if not it may produce a bad image of the company and its brand.

Keywords: Celebrity Endorsement, Celebrity Credibility, Controversy Risk, Brand Personality, Brand Image

JEL Classification: M37, M31

Suggested Citation

Mukherjee, Debiprasad, Impact of Celebrity Endorsements on Brand Image (August 6, 2009). Available at SSRN: https://ssrn.com/abstract=1444814 or http://dx.doi.org/10.2139/ssrn.1444814

Debiprasad Mukherjee (Contact Author)

Cognizant Technology Solutions ( email )

Kolkata
Channai, TN Tamil Nadu 600097
India

HOME PAGE: http://www.cognizant.com

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