A study on celebrity endorsement and brand personality in Indian context

Accounting & Marketing

ISSN: 2168-9601

Open Access

A study on celebrity endorsement and brand personality in Indian context

International Conference on Social Media, SEO and Marketing Strategies

November 03-04, 2015 Valencia, Spain

Ambudheesh Parasar

Chandragupt Institute of Management, India

Posters-Accepted Abstracts: J Account Mark

Abstract :

Celebrity endorsement has been one of the most popular tools of advertising during the last two decades in India. Celebrities especially the film stars and cricketers enjoy massive fan following so they are considered as the most reliable medium to communicate the brand message. Some of the brands have built a strong association with the celebrity which helped in increasing their sales. In this study, the researchers have tried to identify the attributes of effective celebrity endorsements and the relationship between brand personality and celebrity personality for the success of a particular brand. This study is based on Primary as well as secondary data. The sample size for this study is 100 and the respondents are in the age group of 18-26 years and are students. The researchers have taken two celebrities, Mahendra Singh Dhoni and Amitabh Bacchan and the two brands Pepsi and Cadbury for study. This study will help marketers in choosing and identifying which celebrity is more suitable for their brand hence establishing a more effective communication channel between the brands and their prospect consumers.

Biography :


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