Research Scholar, Mewar University, Chittorgarh, Rajasthan
Online published on 13 February, 2013.
This article explores the much traversed world of Brand Endorsement by celebrities. In taking the journey of this exploration the author has moved a vast spectrum of real life cases across the globe spanning a time horizon from recent to not so distant past in order to maintain high degree of contemporariness jelled with relevancy. The article also touches in this curious relationship between brand and celebrity upon the perils of things going awry and the huge implication for brand equity. A general survey on global scale of prominent brands and a tour of conceptual values, it is hoped will add to learning and usefulness for practintioners and other variety of seekers.
