Analytical Study of Association Between Celebrity Advertising and Brand Recall

The IUP Journal of Brand Management, Vol. 7, Nos. 1 & 2, pp. 25-50, March & June 2010

Posted: 22 May 2010

See all articles by Meenal P. Dhotre

Meenal P. Dhotre

Vishwakarma Institute of Management (VIM)

Sarang Shankar Bhola

Karmaveer Bhaurao Patil Institute of Management Studies & Research

Date Written: May 21, 2010

Abstract

Today, the use of celebrity endorsement has increased drastically. It has become an integral part of almost every brand’s promotional campaign and a big marketing trend. TV channels are flooded with advertisements most of them being celebrity advertisements. Celebrities are seen endorsing almost every product meant for selling. Due to high channel surfing, it is very difficult to keep the viewers’ attention for a long time and to focus in a productive way. Perhaps, the advertisement with a celebrity is more likely to keep a TV remote control from changing the channel vis-à-vis a commercial with an unknown artist. While studying the rationale behind the increasing trend of celebrity endorsements across the globe, researchers explore several dimensions of the ‘celebrity endorsement’ technique. They summarize that celebrity endorsements are worthwhile investments in advertising considering their several benefits. Instant and better recall is one of the most important benefits. Celebrities can bring quick memorability, recall and recognition, and direct client connection with the audience. Leading film and sports personalities are the preferred choice of the Indian marketers for a better recall. This paper tries to explore various dimensions of celebrity endorsements.

Suggested Citation

Dhotre, Meenal P. and Bhola, Sarang Shankar, Analytical Study of Association Between Celebrity Advertising and Brand Recall (May 21, 2010). The IUP Journal of Brand Management, Vol. 7, Nos. 1 & 2, pp. 25-50, March & June 2010. Available at SSRN: https://ssrn.com/abstract=1612568

Meenal P. Dhotre (Contact Author)

Vishwakarma Institute of Management (VIM) ( email )

S.N. 3&4, Kondhwa BK
Pune, 411048
India

Sarang Shankar Bhola

Karmaveer Bhaurao Patil Institute of Management Studies & Research ( email )

Survey No.467/2, Varye
Tal. Satara
Satara, 415001
India
+919822124414 (Phone)

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