Previous

Page - 3

We try to understand the factors creating and influencing these entities. How is the meaning and the image of these factors influenced? How effective is this method of changing consumer behavior/perception? And finally, is the investment in a celebrity commensurate to the returns earned by the company?

Impact-Analysis Framework

According to our study, the effectiveness of celebrity endorsers is not independent, but is moderated by several factors like - celebrity attractiveness and credibility, product-celebrity match, message and product type, level of involvement, number of endorsements by celebrities, target receiver characteristics and overall meanings (e.g. personality, values, standards) attached to celebrities. Besides these factors, environmental factors, regulative issues and compatibility with overall marketing strategy also influence the impact of the endorser.

We focus our study on the following categories, as all aspects mentioned above are directly or indirectly related to them -