Celebrity Ad Campaigns: How Celebrities are leveraged by Indian Corporates (Published)
This research paper delves into the role of Indian celebrities in brand endorsements and their ROI to brands. As celebrity endorsements are one of the most preferred marketing tactics of brand managers, it is important to evaluate their effect on the target consumer. Some questions like, does a celebrity face help to drive sales? Or is the brand value of a company directly proportionate to the stature of the celebrity associated with it? Or Does a popular face bring instant publicity for the brand? This research paper gathers insight from young Indians, middle-aged adults and Indian marketing experts to find out brand recognition and popularity basis its celebrity association. The paper also deep dives into the perception of the brand when the associated celebrity is surrounded by scandals and bad press.
Citation: Wij S. (2022) Celebrity Ad Campaigns: How Celebrities are leveraged by Indian Corporates, British Journal of Marketing Studies, Vol. 11, Issue 1, pp.,1-11
Keywords: Public Relations, ad campaigns, brand ambassadors, celebrity PR, celebrity endorsements
Construction and Validation of a Five-Dimensional Celebrity Endorsement Scale: Introducing the Pater Model (Published)
Research has shown that the use of celebrity endorsers brings many positive effects including a positive brand attitude, building brand awareness, creating positive feelings towards the ad and increased purchase intention for the brand. However, the process of choosing the right celebrity for the brand is not easy. It is important for the companies to choose an effective celebrity as their brand ambassador. The purpose of the present study is to construct and validate a scale that the marketing managers can use to select an effective celebrity endorser for their products/brands. Through a survey of 692 respondents in India who are exposed to celebrity endorsements for various products/brands, a five-dimensional scale measuring various attributes of a celebrity endorser is revealed through exploratory factor analysis. The scale is empirically tested for unidimensionality, reliability, convergent validity and discriminant validity, using confirmatory factor analysis. The resultant validated instrument comprises of five dimensions of celebrity endorsers including attractiveness, trustworthiness, expertise, popularity and relevance. Thus, the present study presents a new model – PATER model of celebrity endorsements, defining the important attributes that should be considered in making a choice of the celebrity endorser.
Keywords: Celebrity, Exploratory Factor Analysis, PATER model., celebrity endorsement scale, celebrity endorsements, confirmatory factor analysis