Multiple Endorsements: An Overview

SAARANSH Rkg Journal of Management, Vol. 4, No. 2, January 2013

7 Pages Posted: 8 Dec 2015

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: December 6, 2015

Abstract

Celebrity endorsement is widely used advertising technique across the globe. It has its own merits and demerits. A trend of multiple endorsements i.e. same celebrity endorsing many products is on a rise and especially in Indian advertising world, it is more predominant. Authors have studied various opinions and views about the multiple endorsements by reviewing the literature available on this concept. After reviewing the literature on the aforesaid concept, authors found that most of the researchers are not in favor of multiple product endorsements by the same celebrity as it dilutes the impact and there is a loss of exclusivity of the celebrity with a particular brand. However, some researchers have mentioned that multiple endorsements will be inevitable and through creativity, ill effects of it can be managed.

Keywords: Brand Recall, Celebrity, Celebrity Endorsements, Multiple Endorsements, Vampirism

Suggested Citation

Dhotre, Meenal P. and Bhola, Sarang Shankar, Multiple Endorsements: An Overview (December 6, 2015). SAARANSH Rkg Journal of Management, Vol. 4, No. 2, January 2013. Available at SSRN: https://ssrn.com/abstract=2699746

Meenal P. Dhotre

Vishwakarma Institute of Management (VIM) ( email )

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

Sarang Shankar Bhola (Contact Author)

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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