Celebrity Endorsement: Effectiveness on Brand Loyalty

Many firms are using celebrities for endorsement of their brands. This is an ancient practice from times immemorial. In England, people wanted their connection to the queen to be publicized so that they got recognition and orders as a result. If queen or some star/famous personality was attached to the brand then they got more attention from the prospective buyers. The concept is still popular in many ways like sports persons; cricketer, tennis, golf stars or film stars are contracted for product endorsements. The present study seeks to analyse the same in the context of India. There is a gap in the research in the field of measuring effectiveness of celebrity presence in the ad campaigns. The effectiveness of the campaign is dependent upon the attractiveness, popularity and impact of the person in the advertisement.