Celebrity Endorsements

19810 Words Jan 9th, 2013 80 Pages
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
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Companies invest large sums of money to align their brands and themselves with endorsers. Such endorsers are seen as dynamic with both attractive and likeable qualities and companies plan that these qualities are transferred to products via marcom activities. Furthermore, because of their fame, celebrities serve not only to create and maintain attention but also to achieve high recall rates for marcom messages in today’s highly cluttered environments. 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 product closer to the expectation of the consumer, by transferring some of the cultural meanings residing in his image to the product. 4|Page

Celebrity Endorsements & Brand Building Indian advertising started with the hawkers who used to call out their wares right from the days when cities and markets first began. With this evolved a strategy that tried to benefit from the emotional attachment of the admirers or the fans of the celebrities; in the form of celebrity endorsement. In the report,I have focused on the impact of celebrity endorsement
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