Abstract
Indian market is flooded with global brands which force the organizations to use celebrities, as they would easily arrests audience's attention and thereby enhance the awareness about the product. To accomplish this, they spend huge amount to make the endorsement contract with the celebrity. However it is essential to understand the effectiveness of celebrity advertisement over non celebrity advertisement. Our research shows that the celebrity advertisements are more effective than non-celebrity advertisements; still the product category is the main factor that influences the effectiveness of celebrity advertisements. Other dimensions of celebrity advertisements which includes celebrity loyalty, multi-product endorsement and purchase intention were also explored in this article.
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