Brand and Endorser (B-E Interaction)

Consumer and Endorser (C-E Interaction)

Hence, a celebrity is required to have not just a certain minimum level of qualities, such as attractiveness, credibility etc. but there should also be a tactical fit between the constituting elements of the model. As has been seen in the cases, celebrity endorsement can impact brands in both positive and negative manner. It has acted as a panacea for companies such as Cadbury's during the phase when the brand was on the verge of losing its hard owned equity in the same time also has been used effectively in making the Anti-Polio Campaign a grand success. Yet, there are also instances where the endorsement has failed to make an impact. Therefore, before designing any promotion, one must study how each of the factors involved complement and fit in with the other's requirement.

Concluded.

* Contributed by: -
Ankur Khera & Rahul Chowdhury,
PGPM - Batch 2004,
Management Development Institute (MDI), Gurgaon.