Mutualism (M): Both help each other (Example: Tata and Narayan Karitiken)

Commensalism (C1): Only one among them is benefited (Example: A failed endorsement)

Parasitism (P): One is benefited; other is harmed (Example: Azharuddin and Pepsi. Also, Home Trade & Shah Rukh Khan, Sachin Tendulkar, Hritik Roshan)

Neutralism (N): None of them benefited or harmed (Example: Amitabh Bachchan, Abhishek Bachchan and Maruti Versa)

Amensalism (A): Only one of them is harmed; other unaffected

Competition (C2): Both are harmed

Celebrity endorsement is a complex process of balancing your risk with your gains.

"The pure and simple truth is rarely pure and never simple."

- Oscar Wilde

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* Contributed by -
Sohag Sarkar,
IBM Global Services (India) Pvt. Ltd.,
Bhopal (MP).