An Exploratory Study in Celebrity Endorsements

  title={An Exploratory Study in Celebrity Endorsements},
  author={Subhadip Roy},
  journal={Journal of Creative Communications},
  pages={139 - 153}
  • Subhadip Roy
  • Published 1 July 2006
  • Business
  • Journal of Creative Communications
This study raises three questions and attempts to provide tentative explanations for them. The first two questions relate to locating, in the consumer's perceptual space, the relative position of Indian celebrities and brands on a set of personality attributes. The third question relates to determining the fit between the celebrity and the brands endorsed by her/him. The results suggest that consumers differentially rank both celebrities and brands. Specifically, Amitabh Bachchan ranks high on… 

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