Celebrity Positioning Matrix, which gives the popularity and image details of a personality in the market

Product Positioning Matrix, which is the direct consequence of the brands competitive strategy

Area Correlation Matrix, which is the overall measure of match of brand and celebrity

These two matrices are used to develop two variables: -

Celebrity Effectiveness Index

Total Area Correlation Score

The two variables can be used to decide on the appropriate celebrity for the brand. The model also helps in minimizing the cost with optimization of effect.

The study is done in two stages, exploratory research involving personal interviews and focused group discussion followed by primary data collection and analysis.

The paper introduces celebrity endorsement in Indian context and gives history of celebrity endorsement in India. This is followed by developing the model and presentation of data. The analysis of data and results are followed by conclusion and limitations.

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* Contributed by -
Mala Tandon,
Branch Sales Manager, ICICI Bank,
Sudeep Mehrotra,
IIM Lucknow.