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Celebrity Endorsement - Impact of Celebrity Endorsements on Brand Image

Autor:   •  February 13, 2012  •  Research Paper  •  471 Words (2 Pages)  •  1,014 Views

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SYNOPSIS

ON

‘IMPACT OF CELEBRITY ENDORSEMENTS ON BRAND IMAGE’

SUBMITTED TO SUBMITTED BY

Mr. PRANAV RANJAN BHUPESH UPRETI

DEVENDRA OJHA

MANDEEP BAJWA

NITISH CHAUHAN

INTRODUCTION

Marketers spend enormous amount of money annually on celebrity endorsement contracts based on belief that celebrities are effective spokespeople for their products or brands. Celebrity endorsement is viewed as a billion dollar industry in today’s era.

Also according to Reynolds, celebrity endorsement can give a brand a touch of glamour. Everything said and done, one have to weigh the potential risks vs. the potential rewards as celebrity endorsements are always a high-risk, high-reward

situation and there is always a human element that you might not know about.

REVIEW OF LITERATURE

(mukherjee, 2009)Celebrity endorsement has become a trend and perceived as a winning technique for product marketing and brand building. It is easy to choose celebrity but hard to establish a strong association between the product and endorser. Endorsement is a channel of brand communication in which a celebrity acts as the brand’s spokesperson and certifies the brand’s claim and position by extending his/her personality, popularity and stature in the society in the field to the brand.

(jain,

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