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Marketing Management | "Impact of Celebrity Endorsement on Overall Brand"

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Impact of Celebrity Endorsement on Overall Brand

- by Naveen Blazey & Shashi Kanth Ganti *

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Page - 3

Brand, Celebrities & Consumers

Figure 1: Factors Impacting a Brand while being viewed by a Consumer in Media

The model above shows the various factors that affect a celebrity endorsed brand while viewed by a consumer in the media (both TV and print). The central idea being the impact on brand. The three major parts to a brand being shown are: -

  • The Product

  • Advertisement

  • The celebrity endorsing it

    It is important is to study the relationship between these factors and how they together act for or against the brand.

    Next

    * Contributed by: -
    Naveen Blazey & Shashi Kanth Ganti,
    Goa Institute of Management, Goa.

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