Celebrity Endorsement

INTERNATIONAL MARKETING ASSIGNMENT

THE IMPACT OF LOCAL
CELEBRITY ENDORSEMENTS
ON FAMOUS BRANDS IN INDIA & CHINA

TABLE OF CONTENTS Pages
1.0 INTRODUCTION 4
1.01 Evolution Of Celebrity Endorsement 4
1.02 How Endorsement Advertisement Has Evolved 4
1.03 Celebrity Endorsement In India 5
1.04 Celebrity Endorsement In China 5
1.05 Globalisation Of Celebrity Endorsements 6
1.06 Localisation Of Celebrity Endorsement On International Brands 6

1.1 DEFINITION OF CELEBRITY ENDORSEMENT 7

1.2 CRITERIA OF CELEBRITY ENDORSEMENTS 8
1.21 Familiarity 8
1.22 Relevance 9
1.23 Esteem 10
1.24 Differentiation 10

1.3 IMPACT OF CELEBRITY ENDORSEMENT ON BRAND IMAGE 11
1.31 Instant Awareness 12
1.32 Knowledge About Brand And Easy Recall 12
1.33 Brand Values And Image Is Defined, Highlighted And Refreshed 13
1.34 Credibility, Trust, Association, Aspiration And Connectivity To Brand 13
1.35 Multiple Product And Multiple Celebrity Endorsements 13

1.4 IMPACT OF CELEBRITY ENDORSEMENT ON CONSUMER BEHAVIOUR 14
1.41 Purchase Intentions 15
1.42 Consumer Association 15
1.43 Attractiveness 16
1.44 Consumer Attitude 16
1.45 Credibility of the Endorser 17

1.5 IMPACT OF CELEBRITY ENDORSEMENT ON ECONOMY 17
1.51 The Effect Of Celebrity Endorsement On Sales In India 19
1.52 The Effect Of Celebrity Endorsement On Sales In China 20

1.6 CONCLUSION 21 1.7 REFERENCES 22 1.8 BIBLIOGRAPHY

1.0 INTRODUCTION

1.01 Evolution Of Celebrity Endorsement

Celebrity Endorsement has stamped its mark ever since the 16th century. It has evolved significantly in invoking a brand image and it has become the most powerful marketing tools in international marketing. Today, marketers invest a substantial investment to align their brands. Leveraging the endorsement of products by

References: 1.2 CRITERIA OF CELEBRITY ENDORSEMENTS Harbor (2009) suggested a celebrity should meet 4 baseline criteria identified as FRED - Familiarity, Relevance, Esteem and Differentiation. 1.3 IMPACT OF CELEBRITY ENDORSEMENT ON BRAND IMAGE Brand image from a layman’s perspective is defined as visual, emotional, rational and cultural image (Joshi and Ahluwalia, 2008) According to Stiff (2006), products are made in the factory, but brands are created in the mind. Below explains what celebrity endorsements actually do to brand image, according to Joshi & Ahluwalia (2008).