Qualitative Research and Celebrity Endorsement
The Effectiveness of Celebrity Endorsement in India
Abstract
The practice of celebrities being used for rendering services other than performing their actual job as either an actor or an athlete, such as endorsements has proliferated over time.
Despite the cost and the risks involved with this technique of advertising, it is been used quite extensively in the present era. The instrument of celebrity endorsement has nowadays become a pervasive element in advertising and communication management.
Chapter 1: Introduction
1.1 Background to the topic
Marketers spend enormous amounts of money annually on celebrity endorsement contracts based on the belief that celebrities are effective spokespeople for their products or brands
(Katyal, 2007). Celebrity Endorsement is viewed as a billion dollar industry in today’s era.
(Kambitsis et al, 2002). Various companies are signing deals with celebrities in the hope that by using celebrities they can accomplish a unique and relevant position in the minds of the consumers. (Temperley & Tangen, 2006).Celebrity endorsement is increasingly being employed across various industries regardless of the product type. It is known to be playing the role of a signalling strategy. (Mustafa, 2005). Also According to Reynolds (2000) celebrity endorsement can give a brand a touch of glamour.
Everything said and done, one have to weigh the potential risks vs. the potential rewards as celebrity endorsements are always a high-risk, high-reward situation and there is always a human element that you might not know about.( Miller 1994)
1.2 Research Aim
The topic of celebrity endorsements and its elements is heavily documented in academic literature, but what makes this research interesting is that it enables us to understand the celebrity endorsement process from an Indian consumers point of view. Not much work has
7
been seen in the Indian light despite the fact of it being perceived as a potential
Abstract
The practice of celebrities being used for rendering services other than performing their actual job as either an actor or an athlete, such as endorsements has proliferated over time.
Despite the cost and the risks involved with this technique of advertising, it is been used quite extensively in the present era. The instrument of celebrity endorsement has nowadays become a pervasive element in advertising and communication management.
Chapter 1: Introduction
1.1 Background to the topic
Marketers spend enormous amounts of money annually on celebrity endorsement contracts based on the belief that celebrities are effective spokespeople for their products or brands
(Katyal, 2007). Celebrity Endorsement is viewed as a billion dollar industry in today’s era.
(Kambitsis et al, 2002). Various companies are signing deals with celebrities in the hope that by using celebrities they can accomplish a unique and relevant position in the minds of the consumers. (Temperley & Tangen, 2006).Celebrity endorsement is increasingly being employed across various industries regardless of the product type. It is known to be playing the role of a signalling strategy. (Mustafa, 2005). Also According to Reynolds (2000) celebrity endorsement can give a brand a touch of glamour.
Everything said and done, one have to weigh the potential risks vs. the potential rewards as celebrity endorsements are always a high-risk, high-reward situation and there is always a human element that you might not know about.( Miller 1994)
1.2 Research Aim
The topic of celebrity endorsements and its elements is heavily documented in academic literature, but what makes this research interesting is that it enables us to understand the celebrity endorsement process from an Indian consumers point of view. Not much work has
7
been seen in the Indian light despite the fact of it being perceived as a potential
References: Aaker, D. A., Batra, R. and Myers, J.G. (1992), Advertising management, 4th Ed. London: Prentice Hall International. Alsmadi, Sami. (2006), “ The Power of Celebrity Endorsement in Brand Choice Behaviour : An Empirical Study of Consumer Attitudes in Jordon,” Journal of Accounting-Business & Amaratunga, D. Baldry, D. Sarshar and Newton, R. (2002), “Quantitative and Qualitative research in the built environment: application of “mixed” research approach”, Work Study, Anonymous (2003), “Bollywood” Victim or Ally? A WHO study on the portrayal of tobacco in Indian Cinema” avaiable at Anonymous,(2007), “Celebrity Brand Building” Accessed on 2nd August, 2008. Anonymous, (2001),”Rise to the top with celebrities”, Online Edition of India’s National Newspaper Assael, Henry. (1984.) “Behavior and Market Action”. Boston, Massachusetts: Kent Publishing Company, Agarwal, Jagdish and Kamakura, Wagner A. (1995), “The Economic worth of Celebrity Endorsers: An Event Study Analysis”, Journal of Marketing, 59, No Alperstein, Neil M. (1991) ‘‘Imaginary Social Relationships with Celebrities Appearing in Television Commercials.’’ Journal of Broadcasting and Electronic Media Vol35,No.1, pp.43 Ambrose, S. S. (1992). Celebrity endorsement and source credibility: A comparison between sports celebrities and non-sports celebrities endorsing both sports and non-sports products. Atkin , Charles and Martin Block,(February/March 1983), “ Effectiveness of Celebrity Endorsers” , Journal of Advertising Research 23, 1 : 57-62. Baker, M. J., & Churchill, Jr, G. A. (1977). The impact of physically attractive models on advertising evaluations Beverage Industry (1989), Simply Irresistible? Pepsi Learns There 's a Downside to Signing Up Rock Stars Bowman, Jo (2002), Facing Advertising Reality, Media Asia, Vol. 7, Issue 26, PP. 14- 15. Bradley, S. (1996, February 26). Marketers are always looking for good pitchers. Brandweek, 37, 36-37. Brierley, S. (1995) The Advertising Handbook. Routledge, London, UK. Burns, R.B. (2000) “Introduction to Research Method”, Sage publications. Busler, Micheal(2003), “Product Differentiation, Celebrity Endorsements and the Consumer’s Perception of Quality”, Doctor of Philosophy, Drexer University. Byrne, Angela, Whitehead, Maureen and Breen Steven, (2003), “The naked truth of celebrity endorsement”, British Food Journal, Vol Caballero, M. J., Lumpkin, J. R., & Madden, C. S. (1989). Using physical attractiveness as an advertising tool: An empirical test of attraction phenomenon 86 Cannon, lynn Weber ; Higginbotham, Elzabeth; Leung, Marianne L.(1988),” Race and Class Charmaz, Kathy (1983) "The grounded theory method: An explication and interpretation", in Contemporary field Research: A Collection of Readings, Robert M Choi, Sejung Marina; Rifon Nora J.(2007), « Who is the Celebrity in Advertising ? Understanding Dimensions of Celebrity Image”, Journal of Popular Culture, Publisher : Cooper, M (1984) ‘Can celebrities really sell products?’ Marketing and Media Decisions, September, p64-65 and 120 Cooper, Donald R. and Schindler , Pamela S. (1999), Business Research Methods, 6th edn,