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

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  • Abhishek
  • Sahay, Arvind

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.

Suggested Citation

  • Abhishek & Sahay, Arvind, 2013. "Role of culture in celebrity endorsement: Brand endorsement by celebrities in Indian context," IIMA Working Papers WP2013-07-01, Indian Institute of Management Ahmedabad, Research and Publication Department.
  • Handle: RePEc:iim:iimawp:12123
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    References listed on IDEAS

    as
    1. Belk, Russell W, 1988. " Possessions and the Extended Self," Journal of Consumer Research, Oxford University Press, vol. 15(2), pages 139-168, September.
    2. McCracken, Grant, 1989. " Who Is the Celebrity Endorser? Cultural Foundations of the Endorsement Process," Journal of Consumer Research, Oxford University Press, vol. 16(3), pages 310-321, December.
    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, Oxford University Press, vol. 20(4), pages 535-547, March.
    4. repec:dau:papers:123456789/4283 is not listed on IDEAS
    5. 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.
    6. 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.
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