Celebrity Endorsements
Celebrity Endorsements & Brand Building
DISSERTATION REPORT:
CELEBRITY ENDORSEMENTS AND BRAND BUILDING
Submitted to: By: Ms. Kokil Jain Rawtani
Submitted
Piyush
A1802008077 MBA-IB(0810)
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Celebrity Endorsements & Brand Building
AIBS
ACKNOWLEDGEMENT
It has been a great pleasure for me to work on this project. My sincere thanks to Ms. Kokil Jain ,my Marketing teacher for giving me an opportunity to work on this project whereby I was given a chance to study the impact of celebrity endorsement as a source of brandbuilding and on consumers buying behavior which helped me to increase the span of my knowledge and developed my thinking on more practical lines. I thank her for her guidance and support throughout the time when I was working on this project.I express my sincere thanks to my parents, friends who encouraged me throughout this project.
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Celebrity Endorsements & Brand Building
EXECUTIVE SUMMARY
India is a country where people love to live in dreams. They worship celebrities. celebrities which might be cricket stars like Sachin Tendulkar, Mahinder Singh Dhoni or Film Stars like Shah Rukh Khan or John Ebrahim. They treat them as God. Marketers use this very preposition so as to influence their target customers may be existing or potential ones. For this they rope in these celebrities and give them whopping amount of money. They believe that by doing this they can associate their products with their target customers. This is called celebrity endorsement. Aristotle said, “Beauty is a greater recommendation than any letter of introduction.” This could aptly summarize why innumerable products are endorsed by celebrities, with or without a significant need or benefit from the same. Similarly every product has an image. The consumer tries to consume a brand which has the maximum fit with his/her own personality/image. The celebrity endorser fits in between these two interactions, where he tries to bring the image of the
DISSERTATION REPORT:
CELEBRITY ENDORSEMENTS AND BRAND BUILDING
Submitted to: By: Ms. Kokil Jain Rawtani
Submitted
Piyush
A1802008077 MBA-IB(0810)
1|Page
Celebrity Endorsements & Brand Building
AIBS
ACKNOWLEDGEMENT
It has been a great pleasure for me to work on this project. My sincere thanks to Ms. Kokil Jain ,my Marketing teacher for giving me an opportunity to work on this project whereby I was given a chance to study the impact of celebrity endorsement as a source of brandbuilding and on consumers buying behavior which helped me to increase the span of my knowledge and developed my thinking on more practical lines. I thank her for her guidance and support throughout the time when I was working on this project.I express my sincere thanks to my parents, friends who encouraged me throughout this project.
2|Page
Celebrity Endorsements & Brand Building
EXECUTIVE SUMMARY
India is a country where people love to live in dreams. They worship celebrities. celebrities which might be cricket stars like Sachin Tendulkar, Mahinder Singh Dhoni or Film Stars like Shah Rukh Khan or John Ebrahim. They treat them as God. Marketers use this very preposition so as to influence their target customers may be existing or potential ones. For this they rope in these celebrities and give them whopping amount of money. They believe that by doing this they can associate their products with their target customers. This is called celebrity endorsement. Aristotle said, “Beauty is a greater recommendation than any letter of introduction.” This could aptly summarize why innumerable products are endorsed by celebrities, with or without a significant need or benefit from the same. Similarly every product has an image. The consumer tries to consume a brand which has the maximum fit with his/her own personality/image. The celebrity endorser fits in between these two interactions, where he tries to bring the image of the
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