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Impact of Celebrity Endorsements on Brand Image
Debiprasad Mukherjee*
August 2009
* Debiprasad Mukherjee is a Business Process Management Consultant in IT Telecom domain.
He has experience of working with Siemens, IBM, and Tech Mahindra in India and abroad. He
holds Post graduation in Management from Indian Institute of Social Welfare Business
Management, India and Bachelor in Technology in Electrical Engineering. His areas of interest
are Brand Management, Consumer Behavior, Advertisement, Customer Relationship
Management, Data Warehousing, Business Intelligence, Master Data Management etc.
Email:- debiprasad.mukherjee@ / debiprasad.mukherjee@
Contact: - Techno India Building, 6th Floor EM-4/1, Sector V, SaltLake, Kolkata-700091, INDIA
Tel No: +91 334002 8146 / +91 9830318394
This paper can be downloaded from the
Social Science Research Network Electronic Paper Collection:
/abstract=1444814
Electronic copy available at: /abstract=1444814
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 consumers 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
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