Multiple Endorsements: An Overview
SAARANSH Rkg Journal of Management, Vol. 4, No. 2, January 2013
7 Pages Posted: 8 Dec 2015
Date Written: December 6, 2015
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
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