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A Theoritical Review on Celebrity Endorsement: An Effective Apparatus for Marketing Communication

N.U.K. Sherwani1 and Shazia Nabi2

1Professor, Department of Commerce and Business Studies, Jamia Millia Islamia, New Delhi, INDIA. 2Research Scholar, Department of Commerce and Business Studies, Jamia Millia Islamia, New Delhi, INDIA.

ABSTRACT

Celebrity Endorsement is a kind of advertisement campaign which involves a famous persons image to promote the product or service of a particular organization. In other words, the ogranisation makes use of celebrities fame in order to increase their sales of product or services, if that well known personality agrees to endorse the product or services of the organization at the agreed amount of money, it is called Celebrity Endorsement. The celebrity can be from any field of work like Sports person like Sachin Tendulkar, Rahul Dravid etc. or film Star like Salman Khan, Shahrukh khan, Kajol etc. or musician like Sonu Nigam, Lata Mangeshkar, Asha Bhosle etc. or Cartoon Character like Angry Birds, Tom and Jerry, ChinChan etc. Celebrities are gods to massed. In today’s advertisement world the endorsement of products or services by the celebrities have become an essential part. It has become a part of every organizations to get their brands endorsed by some famous celebrities and add value to their brand. It is very essential to choose the right combination of celebrity and the brand. If any product of service is endorsed using any famous person’s image without his permission, then the product or service is termed as “Bootleg” or Knock-Offs”. Celebrity endorsement plays a big role in making purchase decisions of audience. In India endorsement of products or services by celebrities have stated during the late 80s. In a county like India, people like to live in dreams, they are big fan of the celebrities, whether it is a Film Stars or Sports Person or Musician or any other famous personality. They worship them. They consider them as their Deity. In orderto enhance the sales, the Industry make good use of these personalities by offering them whooping amount of money to endorse their product or services. The main objective of this paper is to give review or suggestions based on various researches related to celebrity endorsement in India which have been done so far. This paper is purely empirical and is based on secondary data which is collected from various research articles, thesis and conference proceedings.

Keywords :Celebrity endorsement, brand image, advertisement, consumer behavior.