What Is Celebrity Endorsement

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India is a country where people love to live in dreams. They worship celebrities which might be cricket stars like Sachin Tendulkar, Mahindra Singh Dhoni, Virat Kohli or film stars like Shah Rukh Khan or Salman Khan. Consumers treat them as Demi God. Marketers use this to influence their target customers. They believe that by doing this they can associate their products with their customers. This is called Celebrity endorsement.
The practice of using celebrities in an Advertisement to promote products goes way back to more than a hundred years and continues till date. Some studies have found that 25% of the total advertisements aired use celebrity endorsement. This scenario is not too different in India. Celebrities from the field of sports,
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• Most of the respondents like watching cool drink advertisements in TV
• Out of 150 respondent 105 respondents said that they like celebrity endorsing the products.
• Most of respondents feel confident in purchasing a product endorsed by a celebrity.
• Most of the respondents agree upon that the celebrity endorsement is the effective tool.
• Most of the respondents said that when they were going to purchase soft drinks first celebrity of the particular brand comes in the mind of the consumer when they see different brands of the soft drinks.
Film stars and sports stars both are equally liked celebrity persona.
• 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.
• The factors identified are mostly effectiveness of celebrity, attractiveness of celebrity, credibility, source power, celebrity expertise, compatibility index of a celebrity.
• The most effective celebrity persona identified is mostly film stars and sports
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