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1

A Grand Project on

Impact of Celebrity Endorsement onConsumer Buying Behavior with

respect to Soft Drinks

Prepaid by Guided by

Hardik D Jani (Roll no: 35) Prof .Kruti Patel

MBA Semester 4

Submitted to

S K P I M C S



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DECLARATION

We/ I, hereby, declare that the Comprehensive Project report Project titled,

Impact of celebrity endorsement on consumer buying behavior with respect to

soft drink industry is original to the best of our/ knowledge and has not been

published elsewhere. This is for the purpose of partial fulfillment of Kadi Sarva

Vishwa Vidhyalaya University requirements for the award of the title of Master

of Business Administration, only.

Student Name Signature

Hardik Jani (35)



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CERTIFICATE

This is to certify that Mr.Chaitalya Gadhavi of S. K. Patel Institute of Management and

Computer Studies, Gandhinagar have submitted their Grand Project Report on Impact

of Celebrity Endorsement on Consumer Buying Behavior with respect toSoft Drinks in the year of 2012-2013 in fulfillment of Kadi Sarva Vishwvidhlaya

requirements as a part of their course of MASTER OF BUSINESS

ADMINISTRATION PROGRAMME.

Dr. Bhavin pandya Prof. Kruti patel Prof. Sandhya harkavat

Director Faculty guide Coordinator



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Preface

Everyday consumers are exposed to thousands of voices and images in

magazines, newspapers, billboards, websites, radio and television, etc. Everybrand attempts to steal at least fraction of a persons time to inform him/her of

the amazing and different attributes of the product at hand. The challenge of the

marketer is to find a hook that will hold the subjects attention. In helping to

achieve this, use of celebrity for endorsement of a brand is widely used

marketing strategy. In this modern age, people tend to ignore all commercials

and advertisements while flipping through the magazines and newspapers or

viewing TV. But even then, the glamour of a celebrity seldom goes unnoticed.

Thus, celebrity endorsement in advertisement and its impact on the overallbrand is of great significance. In this process, the companies hire celebrities

from a particular field to feature in its advertisement campaigns. The

promotional features and images of the product are matched with the celebrity

image, which tends to persuade a consumer to fix-up his choice from a variety

of brands. Although this sounds pretty simple, but the design of such campaigns

and the subsequent success in achieving the desired result calls for an in-depth

understanding of the product, the brand objective, choice of a celebrity,

associating the celebrity with the brand, and a framework for measuring theeffectiveness.

Stars, who are known to shape destinies, cast an enormous influence. Were

referring to the powerful effect of celebrities on destinies of brands. One

approving nod from a famous face can translate into millions in brand sales.

People love to live in dreams. They worship celebrities. Celebrities may be

sports stars like Sachin Tendulkar, Mahindra Singh Dhoni,Roger

Federer.Ronaldo and tiger woods or Film Stars like tom cruise, bredd pitt,

Salman Khan, John Abraham. They treat them as God. . Perhaps thats why the

world over, companies have been using stars to endorse everything, from food

to food chains, from soft and hard drinks to health drinks, from clothes and

accessories to cars. For this they rope in these celebrities and give them

whopping amount of money. They believe that by doing this they can associate

their products with their target customers. This is called celebrity endorsement.



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Acknowledgment

I express my sincere thanks to my project guide Prof.Kruti Patel for guiding me

right from the inception till the completion of the project. I sincerely

acknowledge them for extending their valuable guidance, support for literature,

critical reviews of project and above all the moral support they had provided to

me with all stages of this project.



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Table of Content

Topic Page No

Executive Summery 7

Industry analysis 8

Literature Review 18

Theoretical aspect of the study 22

Research Methodology 31

Data analysis 33

Findings 46

Limitations 47

Conclusion 48

Bibliography 49



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EXECUTIVE SUMMARY

India is a country where people love to live in dreams. They worship

celebrities.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 exist or potential ones. For this they rope in these

celebrities and give them whopping amount of money. They believe that by

doing this they can associate their products with their target customers. This is

called celebrity endorsement.

The field of consumer behavior is the study of individuals, groups or

organizations and the processes they use to select, secure, use and dispose of

product, services, experiences, or ideas to satisfy needs and impacts that these

processes have on the consumer and society. And understanding the consumer

behavior is the prime and toughest task in front of every marketer. There are a

lot of factors, which influence consumer buyer behavior. This study aimed at to

understand the influence of celebrity endorsement on consumer buying

behavior. Marketers pay millions of Dollars to celebrity endorsee hoping that

the stars will bring their magic to brand they endorse and make them more

appealing and successful. But all celebrity glitter is not gold.

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.

Now, despite the potential benefits derived from celebrity endorsements, they

increase a marketers risk manifolds and should be treated with full attentionand aptitude.

What therefore seems relevant by the study is that, yes, definitely celebrity

endorsee influence consumer buying behavior and brand building but while

using celebrity endorsee, marketer has to take care of all the aspect that whether

they brought personality and image of celebrity matches or not, whether

celebrity endorsee has deep penetration among the masses or not, whether he isconsidered as credible source or not etc.



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Industry Analysis

Indian Advertisement Industry

Indian economy is growing and the market is on an expansion mode.

Businesses are looking up to advertising as a tool to cash on business

opportunities. Growth in business has led to a consequent growth in the

advertising industry. Indian advertising industry has emerged as one of the

major industries and hasbroadened its horizons be it the creative aspect, the

capital employed or the number of personnel involved.

Advertising industry grew by 9 to 10 per cent in comparison to the double digit

growth rate of 20 per cent in 2010. According to ad industry estimates, the

growth this year has been similar to 2011.

The Rs 30,000-crore advertising industry has been dealing with tightened purse

strings as companies across sectors dealt with issues ranging from rising input

costs to demand slowdown on account of lower disposable income and

inflation. The big boys of the advertising club fast moving consumer goods

(FMCG) companies were careful with their money, especially in the first

half of the year, complicating matters further. Sample this: Ad spends by FMCG

companies have been hovering between 12-13 per cent of sales from 14 -15 per

cent earlier.



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India stands at No. 5 worldwide in the advertisement industry. Television -

Valued at Rs 329 billion (US$ 5.76 billion) in 2011, the television (TV)

industry is expected to expand at a compounded annual growth rate (CAGR) of

17 per cent through 2011-16 to touch Rs 735 billion (US$ 13 billion). Radio-

The radio industry with around 36 FM radio operators, is estimated at Rs 1,200

crore (US$ 210 million). Print- An estimated growth of 10 per cent is

anticipated till 2015. Digitization- Digital advertising is expected to grow at a

CAGR of 30 per cent during 2011-16.



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Introduction to the Soft drink Industry:

The industry began in mid 1900s with leading companies like Pepsi Co. and

Coca Cola controlling the beverage business sector with sweetened soft

drinks and carbonated soda water. American audiences attached excitement

and convenience to these popular drinks, and a variety of soft drink brands

began to originate such as Dr.Pepper, Sprite, etc. The beverage industry has

undergone rapid expansion over the last decade. The only obstacle for these

beverage companies was the high number of calories and sugar levels their

drinks contained; a drawback for health-conscious consumers.

A soft drink (also called pop, soda, coke, soda pop, fizzy drink, or carbonated

beverage) is a non-alcoholic beverage that typically contains carbonated

water,asweetening agent,and aflavoring agent.The sweetening agent may

be sugar, high-fructose corn syrup,or a sugar substitute (in the case of diet

drinks). A soft drink may also contain caffeine or juice. Products such as

energy drinks,Kool-Aid,andpure juice are not considered to be soft drinks.

Other beverages not considered to be soft drinks are hot

chocolate,hot,tea,coffee,milk,milkshakes,andschooled.

Small amounts of alcohol may be present in a soft drink, but the alcohol

content must be less than 0.5% of the total volume. If the drink is to be

considered non-alcoholic. Widely sold soft drink flavors are cola,lemon-

lime, root beer, orange, grape, vanilla, ginger ale, fruit punch, sparkling

lemonade,squash, and water. Soft drinks may be served chilled or at room

temperature. They are rarely heated.

The first marketed soft drinks (non-carbonated) in the Western world

appeared in the 17th century. They were made from water and lemon juice

sweetened with honey. In 1676, the Companies des Lemonades of Paris was

granted a monopoly for the sale of lemonade soft drinks. Vendors carried

tanks of lemonade on their backs and dispensed cups of the soft drink to

thirsty Parisians.
http://en.wikipedia.org/wiki/Non-alcoholic_beveragehttp://en.wikipedia.org/wiki/Carbonated_waterhttp://en.wikipedia.org/wiki/Carbonated_waterhttp://en.wikipedia.org/wiki/Sweetnesshttp://en.wikipedia.org/wiki/Flavorhttp://en.wikipedia.org/wiki/Sugarhttp://en.wikipedia.org/wiki/High-fructose_corn_syruphttp://en.wikipedia.org/wiki/Sugar_substitutehttp://en.wikipedia.org/wiki/Caffeinehttp://en.wikipedia.org/wiki/Energy_drinkhttp://en.wikipedia.org/wiki/Kool-Aidhttp://en.wikipedia.org/wiki/Juicehttp://en.wikipedia.org/wiki/Hot_chocolatehttp://en.wikipedia.org/wiki/Hot_chocolatehttp://en.wikipedia.org/wiki/Teahttp://en.wikipedia.org/wiki/Coffeehttp://en.wikipedia.org/wiki/Milkhttp://en.wikipedia.org/wiki/Milkshakehttp://en.wikipedia.org/wiki/Schorlehttp://en.wikipedia.org/wiki/Ethanolhttp://en.wikipedia.org/wiki/Alcohol_by_volumehttp://en.wikipedia.org/wiki/Alcohol_by_volumehttp://en.wikipedia.org/wiki/Colahttp://en.wikipedia.org/wiki/Lemon-limehttp://en.wikipedia.org/wiki/Lemon-limehttp://en.wikipedia.org/wiki/Root_beerhttp://en.wikipedia.org/wiki/Orange_soft_drinkhttp://en.wikipedia.org/wiki/Grape_sodahttp://en.wikipedia.org/wiki/Cream_sodahttp://en.wikipedia.org/wiki/Ginger_alehttp://en.wikipedia.org/wiki/Fruit_punchhttp://en.wikipedia.org/wiki/Lemonadehttp://en.wikipedia.org/wiki/Lemonadehttp://en.wikipedia.org/wiki/Squash_%28drink%29http://en.wikipedia.org/wiki/Western_worldhttp://en.wikipedia.org/wiki/Western_worldhttp://en.wikipedia.org/wiki/Squash_%28drink%29http://en.wikipedia.org/wiki/Lemonadehttp://en.wikipedia.org/wiki/Lemonadehttp://en.wikipedia.org/wiki/Fruit_punchhttp://en.wikipedia.org/wiki/Ginger_alehttp://en.wikipedia.org/wiki/Cream_sodahttp://en.wikipedia.org/wiki/Grape_sodahttp://en.wikipedia.org/wiki/Orange_soft_drinkhttp://en.wikipedia.org/wiki/Root_beerhttp://en.wikipedia.org/wiki/Lemon-limehttp://en.wikipedia.org/wiki/Lemon-limehttp://en.wikipedia.org/wiki/Colahttp://en.wikipedia.org/wiki/Alcohol_by_volumehttp://en.wikipedia.org/wiki/Alcohol_by_volumehttp://en.wikipedia.org/wiki/Ethanolhttp://en.wikipedia.org/wiki/Schorlehttp://en.wikipedia.org/wiki/Milkshakehttp://en.wikipedia.org/wiki/Milkhttp://en.wikipedia.org/wiki/Coffeehttp://en.wikipedia.org/wiki/Teahttp://en.wikipedia.org/wiki/Hot_chocolatehttp://en.wikipedia.org/wiki/Hot_chocolatehttp://en.wikipedia.org/wiki/Juicehttp://en.wikipedia.org/wiki/Kool-Aidhttp://en.wikipedia.org/wiki/Energy_drinkhttp://en.wikipedia.org/wiki/Caffeinehttp://en.wikipedia.org/wiki/Sugar_substitutehttp://en.wikipedia.org/wiki/High-fructose_corn_syruphttp://en.wikipedia.org/wiki/Sugarhttp://en.wikipedia.org/wiki/Flavorhttp://en.wikipedia.org/wiki/Sweetnesshttp://en.wikipedia.org/wiki/Carbonated_waterhttp://en.wikipedia.org/wiki/Carbonated_waterhttp://en.wikipedia.org/wiki/Non-alcoholic_beverage



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Carbonated drinks made without any alcohol are called Soft Drinks. They are

also known as Coke/Soda/Pop etc. Hot chocolate, teas, coffee etc are usually

excluded from this classification. They are sold in a variety of sizes and

manner. In the U.S., they are often sold in two-liter bottles, one liter plastic

bottles, 24 and 20 US fluid ounce bottles and in 12 US fluid ounce cans.

Packaging is also available in many different quantities

In Japan, 1.5 liter bottles, 500 mL and 350 mL bottles and cans are sold. At

times, the fizzy soft drinks are served as fountain drinks in which carbonation

is added to a concentrate immediately prior to serving. In Europe, plastic and

glass bottles of sizes 2, 1.5, 1, 0.5, 0.35, 0.33 liters, aluminum cans of 0.33,

0.35, and 0.25 liters are popular. Almost all soft drinks are made of refined

sugars. Hence, they are often criticized for causing obesity and other healthrelated problems. A link to problems of sleep, bones, and teeth has been

proven by many studies.

Market Structure:

The soft drink industry is a global marketing phenomenon. In essence, it is

simply a blended water drink with sweeteners, flavors and additives. The

success in advertising and marketing this product lies in convincing billions

of consumers to drink these instead of straight water or other less expensing

alternatives. The brand recognition of this industry is extraordinarily high. In

2002, world sales exceeded US $193 billion. In contrast, fruit sales were just

US $69 billion. Global consumption is currently in excess of 327 billion

liters.

Pepsi and Coca-Cola, between them, hold the dominant share of the world

market. Cadbury Schweppes follows a close third. Coca-Cola has

approximately half of the world market share and sells 4 out of the top 5 soft

drink brands in the world. Coca Cola sales for 2006 reached US $24.1 billion.

It has profit margins of 20% and a market capitalization of US $130 billion.

Pepsi sales stood at US $36 billion but this also includes snacks and other

foods.

Some analysts view the definition of soft drinks incomplete and wish to add

ready to drinks also, to this industry. If they are added as well, these would

add another 1.3 billion servings to 50 billion servings for these drinks.



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Industry Definitions:

Fizzy drinks: drinks injected with carbon dioxide at high pressure are called

Fizzy drinks.

Floats: soft drink with scoops of ice-cream

Soda: another term for soft drink

Pop: another U.S. term for soft drinks

Coke: a derivative and brand name of Coca-Cola, often used as a label for

soft drinks in general.

Market Metrics:

Soft drink market size for FY00 was around 270mn cases (6480mn bottles).The market witnessed 5- 6% growth in the early90s. Presently the market

growth has growth rate of 7- 8% per annum compared to 22% growth rate in

the previous year. The market size for FY01 is expected to be 7000mn

bottles.

Soft Drink Production area

The market preference is highly regional based. While cola drinks have mainmarkets in metro cities and northern states of UP, Punjab, Haryana etc.

Orange flavored drinks are popular in southern states. Sodas too are sold

largely in southern states besides sale through bars. Western markets have

preference towards mango flavored drinks. Diet coke presently constitutes

just 0.7% of the total carbonated beverage market.

Growth promotional activities

The government has adopted liberalized policies for the soft drink trade to

give the industry a boast and promote the Indian brands internationally.

Although the import and manufacture of international brands like Pepsi and

Coke is enhanced in India the local brands are being stabilized by

advertisements, good quality and low cost.



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U.S. Market

The U.S. is closely linked with soft drinks with Coca Cola being an American

in much of the world. About 500 soft drinks companies operate in the U.S.

Annual sales of refreshments total approximately US $88 billion, of whichthree quarters are soft drink sales. There are about 500 soft drink bottlers in

the United States.

Soft drink companies manufacture and sell beverage syrups which are

essentially bases to bottling operators that then add sweeteners and/or

carbonated water to produce the final product. Independent bottlers work

under license with various soft drink manufacturers and are generally allotted

specific territories to serve. Manufacturers not only provide the bottlers withsyrups and bases, but also often provide other business services such as

product quality control, marketing, advertising, and engineering as well as

financial and personnel training.

In return, the bottlers furnish the required capital investment for land,

buildings, machinery, equipment, trucks, bottles and cases. As noted

previously, the soft drink industry distributes and sells its product in two

primary forms: packaged and fountain service. In fountain service, the soft

drink product is dispensed and served in cups in restaurant or other retail

oriented location with a food service station.Coke, Pepsi and Cadbury

Schweppes control over 91% of the U.S. market share. They employ about

63,000 people in the U.S.

Indian Market

Soft Drinks in India industry profile provide top-line qualitative and

quantitative summary information including: market size (value, and forecast

to 5). The profile also contains descriptions of the leading players including

key financial metrics and analysis of competitive pressures within the market.

Essential resource for top-line data and analysis covering the India soft drinks

market. Includes market size data, textual and graphical analysis of market

growth trends, leading companies and macroeconomic information.



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Highlights

-The soft drinks market consists of retail sale of bottled water, carbonates,

concentrates, functional drinks, juices, RTD tea and coffee, and smoothies.

However, the total market volume for soft drinks market excludes the

concentrates category. The market is valued according to retail selling price

(RSP) and includes any applicable taxes. Any currency conversions used in

the creation of this report have been calculated using constant 2010 annual

average exchange rates.

-The Indian soft drinks market generated total revenues of $3.8 billion in

2010, representing a compound annual growth rate (CAGR) of 11% for the

period spanning 2006-2010.

-Carbonates sales proved the most lucrative for the Indian soft drinks market

in 2010, generating total revenues of $1.9 billion, equivalent to 50.5% of the

market's overall value.

-The performance of the market is forecast to decelerate, with an anticipated

CAGR of 9.1% for the five-year period 2010-2015, which is expected to lead

the market to a value of $5.9 billion by the end of 2015.

World Market:

Global sales of soft drinks exceed 327 billion liters and are valued at more

than US $393 billion annually. North America, Europe and Japan are the

most mature markets for global soft drinks. Coco Cola and PepsiCo Inc have

significant control over the global soft drinks market and both have similar

business organizations and processes worldwide. The industry includes other

than the soft drink manufactures themselves, the bottlers and various raw

material suppliers. Suppliers of cans, plastic and glass bottles are included in

this category.



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Globally, the soft drinks majors continue to face challenges. One key global

trend is a move away to healthier drinks, which may put some pressure on

yearly growth in sales of soft drinks. The push to diet beverages have beenwell covered by the major producerswith sales of diet Coke and diet Pepsi

still strong. A recent trend is the rise in popularity of sports drinks. Bottled

water has also experienced very strong growth. Finally the quality of water

used in the manufacture of soft drinks poses serious issues for the industry.

Major players are working on the issue as water scarcity becomes a global

issue.

Industry Players:

The Coca-Cola Company

Coca Cola is the number one brand globally and has been for over 40 years It

is sold in virtually every country of the world. The successful expansion that

began in World War II has continued unabated up to this date. Now, the

company has more than 400 brands in its portfolio. Tab, produced in 1963

was one of the companys landmark marketing successes.

PepsiCo Inc.

Pepsi-Cola was created in 1898 in New Bern, North Carolina, by druggist

Caleb D. Brad ham. PepsiCo Inc. holds about one-third of the U.S. market

and is the second largest soft drink major in the world. It owns Frito-Lay

snacks and other businesses. Pepsi soft drinks include brands such as Pepsi,

Diet Pepsi, Slice, Mountain Dew and Mug Root Beer.

Cadbury Schweppes

Cadbury Schweppes PLC is the number three global soft drink producer. The

portfolio includes Squirt, La Casera, TriNa, Spring Valley, and Wave. It has

cornered more then 17% of the world market. Total sales exceed US $12.9

billion.



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Trends and Recent Developments

Private labels are becoming more prominent. Private Labels are brandsowned by stores and retailed through them. These private label manufacturers

are retailing their brands very aggressively these days. Although, lowering of

prices is an open option for the soft drink majors, it reduces their profits.

Private labelers offer heavier discounts and sales are increasing.

In 2007, a new issue is the lack of recycling of plastic bottled water

containers. Although the trend to bottled water is high, environmentalists

point out many of these are simply filtered tap water and that the discarded

bottles are causing environmental damage. The fallout among consumers is

unclear at mid-point 2007.

After nearly a year of deliberation, Cadbury has finally announced a date for

the de-merger of its US soft drinks arm, American Beverages. Although itappears to make sense to separate this group from the company's

confectionery operations, the separation could leave Cadbury vulnerable to a

takeover, which its turnaround plan may be unable to prevent.

The de-merger, which was first announced as a possibility back in March

2007, will now take place in May and will see the creation of Dr Pepper

Snapple Group as a separate entity with a listing on the New York Stock

Exchange and its own management team. The confectionery arm is to be

renamed Cadbury plc and will be listed in London.



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Celebrity branding and its effect on the consumer

It is a known fact that the best endorsements achieve an eclectic balance

between the product (brand) and the celebrity. Giving a brand a 'face' is more

than just a marketing strategy to increase sales or gain market share, it is a

decision that can change the future of the brand forever.

Choice of the celebrity, hence, is of utmost importance and is usually done

based on many different parameters - appeal, looks, popularity or even just a

fantasy figure to endorse a brand.

In today's highly competitive markets, big brands are at logger-heads when it

comes to products, each having a similar product to that of a rival. Where does

one brand gain that quintessential advantage - advertising, service, promise of

trust, or even the all important price factors? Advertising seems to be the best

platform where brands prefer to compete on - right from hiring the best

advertising agencies to getting the biggest celebrities. What would be the

formula to success then? Well, a good creative agency, a large enough

promotional budget and a huge star to endorse your brand would definitely

ensure in the minds of a brand management team a feeling of security, success

and a triumph over the competitors brand.

The general belief among advertisers is that brand communication messages

delivered by celebrities and famous personalities generate a higher appeal,

attention and recall than those executed by non-celebrities. The quick message-

reach and impact are all too essential in today's highly competitive environment.

The different models applied by brands to achieve the full potential of such

endorsements, highlight the need for a convergence between the theoretical and

pragmatic approaches of brand building and effective advertising. The

importance of a celebrity-brand match and the various roles played by them as

brand-associates show the momentum this strategy has gained in the last decade

or so. We put forward certain ideas like 'positioning by association',

'diminishing celebrity utility' and the Multiplier Effect which show the

triangular relationship between the brand, the consumer and the Celebrity.



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Literature Review

Title :CELEBRITY ENDORSEMENT : A MARKETING STRATEGY

Author : Ms Radhika Madan

Lecturer - Marketing

IILM College, Gurgaon

This paper shows that Celebrity endorsement strategy can be an effective

competition weapon in mature markets in order to differentiate products from

competitors' since there is heavy advertising clutter. Celebrities have always

been the easiest way to attract the customers because of their mass appeal.

Though there are

Title : EFFECTS OF CELEBRITY ENDORSEMENT ON CONSUMERBUYING BEHAVIOR AND BRANDING OF A BRAND

Author DR. GIRIDHAR K.V

Assistant Professor, Department of Com. & Mgt., Sahyadri Arts

& Commerce College Kuvempu University, Shimoga - 577203.

The study has focused on the effect of celebrity endorsement on consumerbuyingbehavior on brand mainly on three prospective,marketer, celebrity and

consumer.Celebrity endorsements will be more effective when used

consistently over time to increase the strength of the link between the celebrity

and the endorsed brand.



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Title : Impact of Celebrity Advertisement on Customers Brand Perception and

Purchase Intention

Author :

Qurat-Ul-Ain Zafar

Scholar, Faculty of Management Sciences,

International Islamic University Islamabad, Pakistan

Mahira Rafique

Scholar, Faculty of Management Sciences,International Islamic University Islamabad, Pakistan

Celebrity endorsement has reasonable impact on customers as per their attitude

and purchase intention. Celebrity endorsement has come out as not only an

influential factor but rather a causal factor in the results of this paper. Physical

attractiveness, credibility and congruence of celebrity with reference to the

endorsed advertisement all have impact on the customers perception about the

advertised product. The tests have by and large bore favorable significant results

in the light of variables used



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Tiltle:A Study on Consumer Buying Behaviour on Celebrity Endorsement andBrand Building of Automobile Industry in Tamil Nadu, India

Author:

Annadurai Pughazhendi

Research Scholar , PSG Institute of Management (PSG College of Technology)

Coimbatore, India

D. Sudharani Ravindran

Professor, PSG Institute of Management (PSG College of Technology)

Coimbatore, India

This paper investigate that the choice of celebrities to fulfill that role has

become common practice for brands competing in today's cluttered media

environment. There are several reasons for such extensive use of celebrities.

Because of their high profile, celebrities may help advertisements stand out

from the surrounding clutter, thus improving their communicative ability. A

brief assessment of the current market situation indicates that celebrity

endorsement advertising strategies can, under the right circumstances, indeed

justify the high costs associated with this form of advertising.



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Title : Impact of Celebrity Endorsement on Consumers Buying Behavior

Author :Pradeep Agrawal Research Scholar,

Faculty of Management Studies, Banaras Hindu University,Varanasi. 221005

Dr. S. K. Dubey Associate Professor,

Faculty of Management Studies, Banaras Hindu University,

Varanasi. 221005

This paper shows that Celebrity endorsement decisively gives more visibility tothe product endorsed. What-so ever the Ground realities may be, but the masses

still try to imbibe a style imitating the celebrities. The Brands, taking into

consideration all the related factors, can make best use of either the Bollywood

stars or Sports star to endorse their product. Yet not many studies are

conducted to test if the celebrity advertisement appeal carries on towards

both male and female, or only towards a particular gender. Companies

must understand that the fees for celebrity talent can be substantial, cost of

national advertising, especially on television, is extremely high, and the type ofspokesperson affects the levels of awareness and recall Studies with regards to

celebrity endorsers, researchers have included the issue of demographics.



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Theatrical aspect of the study

What is celebrity endorsement?

The use of celebrities in order to increase the sales and/ or the recall value of a

brand is called celebrity endorsement

The late '80s saw the beginning of celebrity endorsements in advertising in

India. Hindi film and TV stars as well as sportspersons began encroaching on a

territory that was, until then, the exclusive domain of models. There was a spurtof advertising, featuring stars like Tabassum (Prestige pressure cookers), Jalal

Agha (Pan Parag), Kapil Dev (Palmolive Shaving Cream) and Sunil Gavaskar

(Dinesh Suitings). Of course, probably the first ad to cash in on star power in a

strategic, long-term, mission statement kind of way was for Lux soap, a brand

which has, perhaps as a result of this, been among the top three in the country

for much of its lifetime.

Endorsements by celebrities have started since a long time. The very fact thattheir use has continued for so long is proof enough of its immense advantages,

but they have several disadvantages too. When it comes to celebrity

endorsement, the first brand that comes to the Indian mind is that of Lux, the

Beauty Bar of the Stars. Since its inception, Lux the brand has grown

positioning itself thus. However, recently Lux has tried to change its positioning

from being a womans soap to being soap for men as well. Sticking to its

strategy of using celebrities to appeal to its target audience, this time around it

has used Shah Rukh Khan to endorse Lux. But this time the response has beenconfusing.

One of the first sports endorsements in India was when Farokh Engineer

became the first Indian Crickets to model for Brylcream The Indian cricket

teams now earns roughly Rs. 100 crore through endorsements. There was a

spurt of advertising, featuring stars like tabassum (Prestige Pressure cookers).

Jalal Agha (Pan Parag).Kapil Dev (Palmolive Shaving cream) and SunilGavaskar (Dinesh Sutings)



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RISE OF CELEBRITY CULTURE

The modern mass media has increased the exposure and power of celebrity.

Often, celebrity carries with it immense social capitals that is highly sought

after by some individuals. High paying jobs and other social perks unavailable

to most people are readily available to celebrities, even for wok not connected

to the talents or accomplishment that made them famous. For example A retired

athletes might receive high speaking fees or compensation for public

appearances, despite his talent having been sports.Often, celebrities cannot

escape the public eye & risk being followed by fans. As well, child celebrities

are notorious for having poor emotional health in adulthood, and often turn to

drug and alcohols abuse when their fame fades.

In India today, the use of celebrity advertising for companies has become a

trend and a perceive winning formula of corporate image building and product

marketing. Associating a brand with a top-notch celebrity can do more than

perk up brand recall. It can create linkages with the stars appeal, thereby adding

refreshing and new dimensions to the brand image. In a world filled with faces,

how many do you remember? Admittedly the ones that evoke some kind of feel

in you, whether its humors, acceptance, appreciation or recognition. These are

the faces youd turn to look at, the ones that would stop you in your tracks. And

thats when you have more than just a face. You have personality. Personality

thats reflective of your brand and promises to take it that extra mile.

As existing media get increasingly cluttered, the need to stand out has become

paramount- and celebrities have proved to be the ideal way to ensure brand

prominence. Synergizing personality with product and message can create an

instant breakthrough. Result? Brand buzz. People begin to notice, opportunities

come about. People want to be part of the brand.

Touch it. Feel it. Experience it.



24

IS IT SMART TO USE CELEBRITY ENDORSEMENT FOR

BRANDING?

Stars, who are known to shape destinies, cast an enormous influence. No, were

not talking about astrology here. Were referring to the powerful effect of

celebrities on destinies of brands. One approving nod from a famous face can

translate into millions in brand sales. Perhaps thats why the world over,

companies have been using stars to endorse everything, from food to food

chains,from soft and hard drinks to health drinks, from clothes and accessories

to cars (and the tyres onwhich they run).

Even political parties are awestruck by the charisma of stars. Such is the

magnetism of celebrities in this country that in the recent general elections,

major political parties fielded a record number of film stars and cricketers to

contest from important constituencies around the country.

CELEBRITY ENDORSEMENTS AS A STRATEGY

Signing up stars for endorsements is a time-tested strategy and has been

effectively used by some of the top brands in the world including Nike and

Pepsi. In India too, HLL has used Hindi film stars to endorse their beauty soap

Lux since the fifties. Vimal, Thums Up, Gwalior and Dinesh are some of the

other brands that used star-appeal in the early days of mass advertising. And

who can forget Kapil Palmolive Dev?

Marketers believe that star endorsements have several benefits, key among them

being building credibility, fostering trust and drawing attention or any or all of

which can translate into higher brand sales.

So how does one decide whether to put a celebrity in an ad? Ideally, this should

be dictated by the communication idea. MG Parmeswaran, Executive Director

of FCB Ulka says, As advertising professionals, we recommend celebrity

endorsements when the case is justified.



25

Celebrity Endorsement in Indian Soft Drink Companies

Pepsi (Oh Yes Abhi!)

New Delhi, January 29, 2013:The newand young India is impatientand wants

to do things rightnow. This is the pulse of the nation, the new youth

hilosophy that Pepsi aims to bring alive through its mega campaign and new

brand positioning, OhYes Abhi. This marks the beginning of a new journey

for Pepsi in India and will be followed by a series of innovative and exciting

initiatives over the course of the year.

The up-coming commercial scheduled to go on-air on February 1creates a

spectacular viewing experience for consumers, portrayingRanbir Kapoor,

Mahendra Singh Dhoniand Priyanka Choprain their moments of impatience.

Priyanka is impatient to go and perform on stage; Ranbir is impatient to go and

eat PaniPuri coupled with his Pepsi; Dhoni, the calm and composed sportsman

is impatient to celebrate after winning the World Cup.

Commenting on the new Pepsi positioning Deepika Warrier, Vice President,

Marketing-Beverages, PepsiCo Indiasaid,Oh Yes Abhi is all about the

impatient youth, who believe in making the most of the moment and therefore

wants action rightnow!.Oh Yes Abhi! translates into - live for the present as

tomorrow is too late,nowis the time to bring about a change; nowis the time

to take action; if you wish to make it big, work on it now and many such

sentiments synonymous to the young generation today. Our latest campaign

illustrates all this and much more in a quintessential irreverent Pepsi package.

Homi Battiwalla, Senior Director Marketing (Colas, Juices and

Hydration), PepsiCo Indiafurther added,,By anticipating the pulse of the

nation ahead of the curve, Pepsi yet again establishes itself as a trend-setting

brand. Our new brand positioning, Oh Yes Abhi! reiterates the hunger for

impatience seen in the youth today and brings it alive in a revolutionary format.

This campaign is a great combination of impatience of the cola and impatience

of youth presented in a grand manner.



26

The TVC brings alive Pepsis youthful irreverence and demonstrates theOh Yes

Abhi! moments of these Pepsi brand ambassadors and youth icons. Priyanka

Chopra, in her latest pop star look is shown waiting impatiently, all anxious to

go on the stage for her first live performance; while Ranbir Kapoor, stuck in a

traffic jam on Mumbais busy streets, craving for street foodand a chilled glass

of Pepsi, instantly runs towards a PaniPuri stall to gorge on it one after the

other.

On the other hand, MS Dhoni, known to beexpressionless about winning or

losing in true sportsman style, is shown breaking into a celebratory dance in the

middle of the field after the much awaited World Cup 2011 win.Thisfilm not

only captures the stars in their impatient avatars, but also shows many moments

from our everyday lives that exemplify the belief of now. Shot at different

locations, whether in the middle of a cricket stadium or a crowded Mumbai

street or in a small town, the ad-film proves to be a true spectacle for

consumers. Moreover, weve worked with Nirvana Films whove been

successful in showcasing the product in a completely new and larger than life

manner, added, Surjo Dutt, Executive Creative DirectorJWT India.

Consumers can experience the Oh Yes Abhi fever through extensive above-the-

line communication. This will be supported by radio activation, on-ground

amplification andan outdoor campaign amongst other initiatives. The

excitement continues on digital platforms like Facebook and Twitter; and aims

to build hype on various impatient moments.



27

Coke (Open Happiness)

Open Happinessis aglobal marketing campaign forThe Coca-Cola

Company that was rolled out worldwide in the first half of 2009, following the

company's "Coke Side of Life" advertising campaign. It was developed by the

Wieden + Kennedy creative agency.

The campaign was launched on the reality television seriesAmerican Idolon

January 21, 2009, and rolled out to other national markets over the following

weeks. In the United States, commercials following the Open Happiness themeappeared duringNBC's broadcast of Super Bowl XLIII on February 1, 2009,

and duringABC's broadcast of the81st Academy Awards on February 22,

2009. Marketing for The Coca-Cola Company based on the Open Happiness

theme also appeared in the United States as print ads in newspapers, in

television commercials, in outdoor advertising, and in in-store advertising.

Coca-Cola has launched a new TVC extending its Crazy for happiness

campaign. The soft drink major has roped in Alia Bhatt, Varun Dhawan andSiddharth Malhotra for the new commercial. The TVC created by McCann

WorldGroup India revolves around the tagline 'Bewajah khushiyan lutao, Coca-

Cola pilao' (Spread happiness without reason, share a Coca-Cola).

The TVC opens in an Irani cafe where a hassled waiter is shown working

frantically. He is clearing dishes, taking orders from patrons and receiving

instructions from the owner of the caf. Seated at a table are Bollywood actorsAlia Bhatt, Varun Dhawan and Siddharth Malhotra. Dhawan asks for three

bottles of Coke. Bhatt changes the order to four bottles. She gives a casual shrug

when asked why by Dhawan and Malhotra. When the waiter sets the bottles on

the table, Bhatt picks up the extra bottle and offers it back to the waiter.

Surprised at her unprecedented gesture, he looks at his boss for approval. The

boss nods in the affirmative and the waiter along with the three youngsters

enjoy their drink. A voice over signs off saying, 'Bewajah khushiyan lutao,

Coca-Cola pilao'.
http://en.wikipedia.org/wiki/Global_marketinghttp://en.wikipedia.org/wiki/The_Coca-Cola_Companyhttp://en.wikipedia.org/wiki/The_Coca-Cola_Companyhttp://en.wikipedia.org/wiki/Wieden_%2B_Kennedyhttp://en.wikipedia.org/wiki/Reality_televisionhttp://en.wikipedia.org/wiki/American_Idolhttp://en.wikipedia.org/wiki/American_Idolhttp://en.wikipedia.org/wiki/American_Idolhttp://en.wikipedia.org/wiki/NBChttp://en.wikipedia.org/wiki/Super_Bowl_XLIIIhttp://en.wikipedia.org/wiki/American_Broadcasting_Companyhttp://en.wikipedia.org/wiki/81st_Academy_Awardshttp://en.wikipedia.org/wiki/81st_Academy_Awardshttp://en.wikipedia.org/wiki/American_Broadcasting_Companyhttp://en.wikipedia.org/wiki/Super_Bowl_XLIIIhttp://en.wikipedia.org/wiki/NBChttp://en.wikipedia.org/wiki/American_Idolhttp://en.wikipedia.org/wiki/Reality_televisionhttp://en.wikipedia.org/wiki/Wieden_%2B_Kennedyhttp://en.wikipedia.org/wiki/The_Coca-Cola_Companyhttp://en.wikipedia.org/wiki/The_Coca-Cola_Companyhttp://en.wikipedia.org/wiki/Global_marketing



28

On the new TVC, Anupama Ahluwalia, vice-president, marketing, Coca-Cola

India and South West Asia, said, Brand Coca-Cola has been at the forefront in

making a cultural point of view that encourages optimism and positivity in oureveryday lives. This summer, the Bewajah khushiyan lutao, Coca-Cola pilao

campaign inspires everyone to spread and share happiness without any reason,

through little gestures like sharing an ice cold bottle of Coca-Cola. We hope that

the new Coca-Cola campaign serves as the thought starter, the trigger which

encourages people to undertake simple acts of kindness towards others.

Prasoon Joshi, CEO and chief creative officer, McCann World Group India,

said, Take one of the worlds most loved brands and team it with the young

and vibrant stars of Bollywood, along with some peppy, foot tapping music.

Thats how we made the latest Coca-Cola campaign. The whole idea of the

campaign was to take the 'Crazy for happiness' theme to an individual level,

with a call to action. The emotions of togetherness and celebration, energised by

a bottle of Coca-Cola, are very real and identifiable, and we are sure that

everyone will connect to this.

The company has planned an integrated communication plan including OOH,

digital, point of sale merchandise and other on-ground initiatives across key

markets.



29

Thumbs Up (Ajj Kuch Tufani Karte hay )

Thums Ups 2012 summer campaign employs a new tagline, Aaj kuch toofani

karte hain. The TVC also showcases a new star cast, headlined by South Indian

actor (and the brands ambassador in the South)Mahesh Babu.

The TVC, created by Leo Burnett, shows Babu and his friends cutting short a

thirty minute trip across the city to just three minutes by taking the route less

travelledgliding down wires, jumping roofs and slipping down pipes, in the

daredevil style typical of the brand.

According to the brand, This campaign marks the evolution of the Thums Up

man from being the Angry Young Man to the Cool Risk Taker to the

follower of Playful Mastery and now the advocate of Bold Masculine

Leadership.

Commenting on the film, Sainath Saraban, executive creative director, Leo

Burnett, said, The new Aaj Kuch Toofani Kartey Hain campaign with

Mahesh Babu, Sahil Shroff, Dhaval Thakur and Angela Jonsson has been

designed to give the consumers a differentiated and thrilling experience.

Nomad Films is the production house and Nick Livesey is the director.



30

Mountain Due ( Dar ke age Jit hay)

Following the appointment of Hrithik Roshan as brand ambassador last month,

Mountain Dew has rolled out a new campaign. The brand continues with its'Darr se mat daro, darr ke aage jeet hai' plank.

The ad created by Taproot India shows how Roshan putting his fears aside after

drinking Mountain Dew and jumping into the water from a high cliff. The ad

goes on air on 22 March.

On the campaign, Ruchira Jaitly, category director - flavours, PepsiCo India,

said, We are excited about the new summer campaign by Mountain Dew, with

our brand ambassador Hrithik Roshan. This campaign is true to the brand

philosophy Darr Ke Aage Jeet Hai and brings alive how one can face the

worst fears and vanquish them. It was a challenge to shoot this ad, given the

location and the need to look authentic, and we had the perfect partner in

Hrithik, who went all out to make the dive come alive. We look forward to a

strong surround campaign to bring alive this new creative.

Agnello Dias, creative director, Taproot India, added, Everybody feels fear. To

be courageous is defined by ones fear rather than the fact that they feel no fear

at all. Hrithiks personality in real life and on-screen is well rounded and multi-

dimensional. Thats a great thing about him because he can be vulnerable and

fearful like a normal person and transform into a heroic and fearless performer

the next moment. He has the ability to carry off both with equal ease.



31

Research Methodology:

Title of the study:

Impact of celebrity endorsement on consumer buying behavior with respect

to soft drinks

Objectives of study:

The objectives of the study are as follows:

To identify the factors that motivate and affect the purchase attitude of

the consumers

To study the consumers perception on endorsement of celebrities through

advertisement of consumer response

Sources of Data

For the study purpose both primary and secondary data are used. The primary

data collected from customers who are consuming soft drink through structured

Questionnaires the secondary data collected from the various website and

research projects.

Sampling Size:

It is the total number of respondents targeted for collecting the data for the

research. Sample size of 00 persons will be taken for this research .



32

Research Instrument

Structured Questionnaires

Sample plan

Sample unit

Customers who are consuming soft drinks.

Sample size

200 sample for research work.

Sampling method.

The sample is selected by using non probability convenience sampling method.



33

Data Analysis

What is your occupation?

Interpretation:

From this pie-chart it is clear that majority of the respondents are students and

rest of the share is occupied by service and business class

80

40

40

40

Occupation

Students

Business class

service class

Others



34

Age:

Interpretation:

This pie-chart depicts that mostly respondents are young and while rest are

above 25 years.

80

50

50

20

Age

18-25

26-32

32-39

More than 40



35

Gender

Interpretation:

This pie-chart depicts that 98% of the respondents are male and 2% are

Females.

180

20

Gender

Male

Female



36

Which category of products you like most?

(a) Soft drink (b) juice (c) others

This pie-chart depicts that 120 of the people like soft drink and 40 people like

juice and rest people like other drink.

12040

40

Which category of products you like most?

Soft drinks

Juse

others



37

If soft drink than which product you prefer mostly?

a) Pepsi

b) Coca Cola

c) Local brands

d)

Not Specify

Interpretation:

This pie-chart depicts that 50 of the people like Pepsi and 60 people like coca

cola and 50 people like local brand

50

60

50

40

If soft drink than which product you prefer

mostly?

Pepsi

Coca Cola

Local brands

Not specify



38

Do you collect any information or take advice before your purchase decision?

a) Yes

b)No

InterpretationThis chart shows that 120 people take advice before purchase decision

120

80

Do you collect any information or take

advice before your purchase decision?

Yes

No



39

If yes than which factor affects you most?

a) Friends

b) Advertisement

c) Opinion Leader

d)

Others

Interpretation:

The chart depicts that 65 of the people consider advertisement while going for

The purchase, followed by advice from friends 45,opinion leader 55 and 45

people Consider other factor..

45

6555

45

which factor affects you most

Friends

Advertisements

Opeinion Leder

Others



40

Which factor related to product affects you most?

a) Price

b) Quality

c)

Celebrity endorsement

d) Others

Interpretation:

The chart depicts that 75 of the people consider celebrity endorser while going

for the purchase, followed by price-with30,quality with 50 and 30 people

Consider other factor. As people usually are more interested towards well

known brands and if these brands are advertised by famous celebrity it creates a

huge impact.

45

5075

30

Which factor related to product affect you

most?

Prise

Quality

Celebrity Endorsement

Others



41

Do you like to see any celebrity endorsing your brand?

a) Yes

b)No

Interpretation

This chart 120 people like to see celebrity endorsing in their brands. This

clearly shows how much important these celebrities are in the daily life of

common man.

120

80

Do you like to see any celebrity endorsing

your brand

Yes

No



42

What comes in your mind when you go for Soft drinks?

a) Celebrity endorsement

b) Brand

c)

Quality

d) Test

Interpretation:

This pie-chart depicts that 65 of the people consider celebrity endorser while

going for The purchase, 55followed by brand name-with ., quality with 45 and

35 people Consider test . ..

65

55

45

35

what comes in your mind when you go for

Soft drinks ?

Celebrity Endorsement

Brand

Qulity

Test



43

Do you think celebrity endorsement work as an effective tool of persuasion for

Soft drinks?

a) Strongly Agree

b)

Agree

c) Disagree

Interpretation:

This pie chart depicts that mostly people agree that Celebrity

endorsement is an effective tool of persuasion. 45 of people strongly

agree that celebrity endorsement is an effective tool of persuasion and

95 people slightly agree that it work as tool of persuasion and 60 of

people disagree that it is one of the tool.

45

95

60

celebrity endorsement work as an effective

tool of persuasion for Soft drinks?

Strongly agree

Agree

Disagree



44

In case of Soft drinks celebrity persona you like most?

a) Bollywood Stars

b) Sports Stars

c) Others

Interpretation:

This pie-chart depicts that 65 people like to see bollywood stars to endorse their

Brands and 75 of them sports star. While remaining 60 want others

65

75

60

In case of Soft drinks celebrity persona you

like most

Bollywood Stars

Sports Stars

Others



45

Is celebrity endorsement making you loyal toward soft drinks?

a) Yes

b)NO

Interpretation:This pie-chart depict that 140 respondents agree that endorsement of Pepsi by

their favorite celebrity make them loyal toward Pepsi and 60 dont agree with

this.

140

60

Is celebrity endorsement making you loyal

toward soft drinks?

Yes

No



46

Findings:

After completing survey I found that:

The research shows that the celebrity endorsement playing a key role on

Indian consumers

Most of respondent 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 effective as a celebrity

endorsement

Out of 200 respondent 140 respondent said that celebrity endorsement

make them loyal toward the soft drinks

Most of the respondent agree upon that the celebrity endorsement is the

effective persuasion



47

Limitation:

There are following constraints of the study which can be explained as:-

the time of research was short due to which many fact has been left

untouched

The Area undertaken in research in Himmatnagar only. But to do a

completer research a wide area is required, so the area is also a constraint

of the study.



48

Conclusion:

In India celebrities position in the mind of people is very high. People looks astheir Idol and millions of people follow them. In all region of the country

different celebrities follow by their fans like a god. In cricket Sachin Tendulkar

,Ms Dhoni, Virat Kholi . In bollywood male endorser and female endorser both

effective in ads like Amitabh Bachchan ,Shahrukh Khan , Salman Khan ,

Ketrina Kaif ,Bipash Basu ,Ashwrya Rai Bachchan .These celebrities also using

their name for endorsement very effectively.

Celebrity endorsement in soft drinks playing a key role for the soft drinks

companies. Soft drink is product which purchase for enjoyment. It is not

necessary product for the consumer. So all soft drink companies are highly

concentrate on advertisement campaign especially for TV advertisement. For all

soft drink companies like coca cola, Pepsi use celebrity as a market strategy and

got positive result. Consumer is highly affected by celebrity when he/she going

to buy a soft drink. That show how celebrity endorsement is effective with

respect to soft drinks.



49

Bibliography:

REFERENCES:

Philip A.Stroke(2009), "impact of celebrity endorsement on stock

prices", Journal of Consumer Research, Vol. 14 No.March .

Roy, Shubhadip (2007), "Consumers perceptual space and Indian

celebrities in relation to brand attributes", Journal of Business Research,

Vol. 37 No.1,

Shimp (2007), "Celebrities as spokesperson", Journal of Retailing, Vol.

76 .

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ensure-highersale-

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sement1.htm

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ke-aage-jeet-hai-adventure-goes-on-air.aspx

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ext&utm_term=keyword&utm_campaign=PepsiIPL&gclid=CL-0_NO40rYCFVEO6wod7jsAuw
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