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Celebrity endorsers have public images, which are built from varying aspects of life, like status, class, gender, age, personality, lifestyle, profession & value systems. According to Fowles (1996), advertiser's rationale for hiring celebrities to
endorse products is that people consume images of celebrities and advertisers in hope that people will also consume products associated with these celebrities.

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.

The model of Celebrity Endorsement, is essentially based on the theoretical framework of Classical Conditioning given by Pavlov.

Upfront, this seems like a very effective weapon in mature and saturated markets, which differentiates products from those of the competitors by clearing the clutter and reaching the consumer. But is the impact so significant, or are the celebrities themselves adding to the clutter?

Through this paper we primarily try to evaluate the impact of any celebrity endorsement campaign on the brand by analyzing it through our "Impact-Analysis Framework" consisting of - brand, consumer and the celebrity as well as the interactions between the Consumer - Endorser and Brand - Endorser.

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