Advanced Search
MyIDEAS: Login to save this paper or follow this series

Role of culture in celebrity endorsement: Brand endorsement by celebrities in Indian context

Contents:

Author Info

  • Abhishek
  • Sahay, Arvind
Registered author(s):

    Abstract

    Celebrity endorsement is a big market in India and continues to grow bigger. However, inspite of prevalent use of celebrities for endorsement, not all celebrity endorsements have been successful. The list of unsuccessful examples suggest that it will be wrong to consider celebrity endorsement as an effective response to media clutter in all situations inspite of the intensity of involvement people have with celebrities in India. In absence of existing celebrity endorsement theories to satisfactorily explain the phenomenon in India, this paper uses the lens of culture to develop propositions on how customer attitude towards celebrity endorsements is a function of cultural parameters in emerging countries like India. We build our argument by using culture to explain the congruence between celebrity and consumers for elaborating celebrity endorsement in Indian markets.

    Download Info

    If you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.
    File URL: http://www.iimahd.ernet.in/assets/snippets/workingpaperpdf/12087729752013-07-01.pdf
    File Function: English Version
    Download Restriction: no

    Bibliographic Info

    Paper provided by Indian Institute of Management Ahmedabad, Research and Publication Department in its series IIMA Working Papers with number WP2013-07-01.

    as in new window
    Length:
    Date of creation:
    Date of revision:
    Handle: RePEc:iim:iimawp:12123

    Contact details of provider:
    Phone: 91 79 2630 7241
    Fax: 91 79 2630 6896
    Web page: http://www.iimahd.ernet.in/publications
    More information through EDIRC

    Related research

    Keywords:

    References

    References listed on IDEAS
    Please report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.:
    as in new window
    1. Aaker, Jennifer L & Lee, Angela Y, 2001. " "I" Seek Pleasures and "We" Avoid Pains: The Role of Self-Regulatory Goals in Information Processing and Persuasion," Journal of Consumer Research, University of Chicago Press, vol. 28(1), pages 33-49, June.
    2. John U. Farley & Donald R. Lehmann, 1994. "Cross-National "Laws" and Differences in Market Response," Management Science, INFORMS, vol. 40(1), pages 111-122, January.
    3. Tripp, Carolyn & Jensen, Thomas D & Carlson, Les, 1994. " The Effects of Multiple Product Endorsements by Celebrities on Consumers' Attitudes and Intentions," Journal of Consumer Research, University of Chicago Press, vol. 20(4), pages 535-47, March.
    4. Belk, Russell W, 1988. " Possessions and the Extended Self," Journal of Consumer Research, University of Chicago Press, vol. 15(2), pages 139-68, September.
    5. repec:ner:dauphi:urn:hdl:123456789/4283 is not listed on IDEAS
    6. Misra, Shekhar & Beatty, Sharon E., 1990. "Celebrity spokesperson and brand congruence : An assessment of recall and affect," Journal of Business Research, Elsevier, vol. 21(2), pages 159-173, September.
    7. Korchia, Michaƫl & Fleck-Dousteyssier, Nathalie & Le Roy, Isabelle, 2009. "Celebrities in advertising: looking for congruence or for likability?," Economics Papers from University Paris Dauphine 123456789/4283, Paris Dauphine University.
    8. McCracken, Grant, 1989. " Who Is the Celebrity Endorser? Cultural Foundations of the Endorsement Process," Journal of Consumer Research, University of Chicago Press, vol. 16(3), pages 310-21, December.
    Full references (including those not matched with items on IDEAS)

    Citations

    Lists

    This item is not listed on Wikipedia, on a reading list or among the top items on IDEAS.

    Statistics

    Access and download statistics

    Corrections

    When requesting a correction, please mention this item's handle: RePEc:iim:iimawp:12123. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: ().

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If references are entirely missing, you can add them using this form.

    If the full references list an item that is present in RePEc, but the system did not link to it, you can help with this form.

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.