PROJECT REPORT

On
THE IMPACT OF CELEBRITY ENDORSMENT ON BRAND PERSONALITY: A
STUDY ON UNILEVER`S LUX
Submitted to Institute of Management Studies on partial fulfillment of Master of Business
Administration (Session 2013 2015)

Submitted By:

Under the supervision & guidance of:

PAWAN KUMAR

Prof. Bharat Bhushan

MBA

Asst. Professor of

1334343

KCL-IMT

Khalsa College Lyallpur Institute of Management And Technology

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ACKNOWLEDGEMENT

With an introduction of the professional courses the student are getting an

opportunity to get the practical knowledge along with theoretical knowledge. Such
kind of researches help us in getting the practical knowledge of the work.
Therefore ,I would like to that all the persons who have been instrumental in the
completion of my project. It gives me pleasure in acknowledging invaluable
assistance extended to me by various personalities in the successful completion
of this learning.
I express my deep gratitude and sincere thanks to Dr SK SOOD,Director in KCLInstitute of Management ,Jalandhar for his inspiration and guidance that has
encouraged me a lot in the successful completion of this research report.

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STUDENT DECLARATION

This is certify that I am, Pawan Kumar student of MBA-IV (B) have undergone a
research on A study of factors lnfluencing purchase of bikes. in Jalandhar
region of Punjab and prepared a full research report based on it .
All the theory contained in report is from the list of References & bibliography
given in the end. I have not copied from any research report submitted earlier this
or any other university .This is purely original and authentic report.

Pawan kumar

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GUIDE CERTIFICATE

This is to certify that research report titled THE IMPACT OF CELEBRITY

ENDORSMENT ON BRAND PERSONALITY: A STUDY ON UNILEVER`S
LUX in Jalandhar region of Punjab, being submitted by PAWAN KUMAR to
department of Management KCL Institute of management & Technology ,
Jalandhar for the partial fulfillment of degree of MBA .This is carried out by him
under my supervision. During this course he is found to be sincere and hard
working. To be the best of my knowledge, the work is original and has not been
presented anywhere else.

Faculty Signature

Dr. SK SOOD
DIRECTOR
KCL-IMT(Jalandhar)

Date

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Table of Contents
S.
No

Chapter

Page No.

Acknowledgement, , Student Declaration, Faculty

Declaration.

I-III

1.

Introduction

1-6

2.

Company profile

6-8

3.

Review of litterature & problem defination

9-14

4.

Objective, Scope of the Study

5.

Research Methodology & Data Analysis

16-37

6.

Findings, Limitations ,Conclusion

38-41

Appendix (Questionnaire, Glossary of Terms,

Abbreviations, Documents, Performa, Financial
statements etc.)

42-44

References and Bibliography

15

45

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CHAPTER 1
INTRODUCATION

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INRODUCATION

The practice of using celebrities in advertisement to promote products dates back to more than a
hundred year and continues till date. Some studies have found out that as much 25% of the total
advertisements aired use celebrity endorsement. The scenario is not different in India. Celebrities
from the field of sports and movies have a string of endorsements under their belt. Products
ranging from cement to pens use celebrities for communication. A top celebrity can get as many
as 21 advertisers to endorse products. Thus celebritys endorsement becomes a relevant field of
research in India. One of the key streams of research in celebrities endorsement is the source
which affects the consumer in the communication process.
Everyday consumers are exposed to thousands of voices and images in magazines, newspapers,
and on billboards, websites, radio and television. Every brand attempts to steal at least a fraction
a persons time to inform him or her of the amazing and different attributes of the product at
hand. The challenge of the marketer is to find a hook that will hold the subjects attention. In
helping to achieve this, use of celebrity endorsers is a widely used marketing strategy.
In this modern age, people tend to ignore all commercials and advertisements while flipping
through the magazines and newspapers or viewing TV. But even then, the glamour of a celebrity
seldom goes unnoticed. Thus, celebrity endorsement in advertisement and its impact on the
overall brand is of great significance. In this process, the companies hire celebrities from a
particular field to feature in its advertisement campaigns.
The promotional features and images of the product are matched with the celebrity image, which
tends to persuade a consumer to fix up his choice from a variety of brands. Although this sounds
pretty simple, but the design of such campaigns and the subsequent success in achieving the
desired result calls for an in-depth understanding of the product, the brand objective, choice of a
celebrity, associating the celebrity with the brand, and a framework for measuring the
effectiveness. Companies invest large sums of money to align their brands and themselves with
endorsers. Such endorsers are seen as dynamic with both attractive and likeable qualities and
companies plan that these qualities are transferred to products via Marcum activities.
Furthermore, because of their fame, celebrities serve not only to create and maintain attention but
also to achieve high recall rates for Marcum messages in todays highly cluttered environments.
Similarly every product has an image. The consumer tries to consume a brand which has the
maximum fit with his/her own personality/image. The celebrity endorser fits in between these
two interactions, where he tries to bring the image of the product closer to the expectation of the
consumer, by transferring some of the cultural meanings residing in his image to the product.
Indian advertising started with the hawkers who used to call out their wares right from the days
when cities and markets first began. With this evolved a strategy that tried to benefit from the
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emotional attachment of the admirers or the fans of the celebrities; in the form of celebrity
endorsement. In the report, I have focused on the impact of celebrity endorsement on the overall
process of brand building and also tried to define: how to make celebrity endorsement a win-win
situation for both the brand and the brand-endorser.
Brand is the most valuable asset of any firm. The general belief among advertisers is that brand
communication messages delivered by celebrities and famous personalities generate a higher
appeal, attention and recall than those executed by non-celebrities. The quick message-reach and
impact are all too essential in todays highly competitive environment. A brand should be
cautious when employing celebrities to ensure promise, believability and delivery of the intended
effect. As the celebrities traverse from a mere commercial presence to public welfare message
endorsements, a whole new dimension is added to this process and helps us in achieving a
holistic view of the impact which celebrities generate in every sphere and segment through their
well-versed endorsements. Celebrities have also been in demand having succeeded in being
effective by rising above the clutter & grabbing the attention and focus of the consumer. They
also succeed in creating an aspiration in the minds of the consumer to acquire what their favorite
celebrity endorses.

WHAT IS PRODUCT ENDORSEMENT?

A product endorsement is a form of testimonial from someone which indicates that they like or
approve of a product. Commonly, product endorsements are solicited from people who are
socially prominent, allowing companies to advertise their products with statements like as used
by such-and-such an actress, or the official product of company/event X. It's hard to miss a
product endorsement on product packaging and in advertisements; most companies keep their
endorsements front and center so that they are always in the public eye. The concept of the
product endorsement is quite ancient. In England, for example, several companies have been
advertising themselves as by appointment to the Queen for hundreds of years, indicating that
they enjoy the patronage of the British royal family. Consumers are often seduced by the idea of
purchasing a product which is endorsed by someone wealthy or famous, as though by buying the
product, the consumer also becomes affiliated with the person who endorses it.

WHAT IS CELEBRITY ENDORSEMENT?

The use of celebrities in order to increase the sales and/ or the recall value of a brand is called
celebrity endorsement The late '80s saw the beginning of celebrity endorsements in advertising
in India. Hindi film and TV stars as well as sportspersons began encroaching on a territory that
was, until then, the exclusive domain of models. There was a spurt of advertising, featuring stars
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like Tabassum (Prestige pressure cookers), Jalal Agha (Pan Parag), Kapil Dev (Palmolive
Shaving Cream) and Sunil Gavaskar (Dinesh Suitings). Of course, probably the first ad to cash in
on star power in a strategic, long-term, mission statement kind of way was for Lux soap, a brand
which has, perhaps as a result of this, been among the top three in the country for much of its
lifetime. Endorsements by celebrities have started since a long time. The very fact that their use
has continued for so long is proof enough of its immense advantages, but they have several
disadvantages too. When it comes to celebrity endorsement, the first brand that comes to the
Indian mind is that of Lux, the Beauty Bar of the Stars. Since its inception, Lux the brand has
grown positioning itself thus. However, recently Lux has tried to change its positioning from
being a womans soap to being soap for men as well. Sticking to its strategy of using celebrities
to appeal to its target audience, this time around it has used Shah Rukh Khan to endorse Lux. But
this time the response has been confusing.

RISE OF CELEBRITY CULTURE

The modern mass media has increased the exposure and power of celebrity. Often, celebrity
carries with it immense social capitals that is highly sought after by some individuals. High
paying jobs and other social perks unavailable to most people are readily available to celebrities,
even for wok not connected to the talents or accomplishment that made them famous. For
example A retired athletes might receive high speaking fees or compensation for public
appearances, despite his talent having been sports. Often, celebrities cannot escape the public eye
& risk being followed by fans. As well, child celebrities are notorious for having poor emotional
health in adulthood, and often turn to drug and alcohols abuse when their fame fades.
In India today, the use of celebrity advertising for companies has become a trend and a perceive
winning formula of corporate image building and product marketing. Associating a brand with a
top-notch celebrity can do more than perk up brand recall. It can create linkages with the stars
appeal, thereby adding refreshing and new dimensions to the brand image.

IS IT SMART TO USE CELEBRITY ENDORSEMENT FOR BRANDING?

Stars, who are known to shape destinies, cast an enormous influence. No, were not talking about
astrology here. Were referring to the powerful effect of celebrities on destinies of brands. One
approving nod from a famous face can translate into millions in brand sales. Perhaps thats why
the world over, companies have been using stars to endorse everything, from food to food chains,
from soft and hard drinks to health drinks, from clothes and accessories to cars (and the tyres on
which they run). Even political parties are awestruck by the charisma of stars. Such is the
magnetism of celebrities in this country that in the recent general elections, major political
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parties fielded a record number of film stars and cricketers to contest from important
constituencies around the country

CELEBRITY BRANDING AND ITS EFFECT ON CONSUMERS

It is a known fact that the best endorsements achieve an effective balance between the product
(brand) and the celebrity. Giving a brand a 'face' is more than just a marketing strategy to
increase sales or gain market share, it is a decision that can change the future of the brand
forever. Choice of the celebrity, hence, is of utmost importance and is usually done based on
many different parameters - appeal, looks, popularity or even just a fantasy figure to endorse a
brand. In today's highly competitive markets, big brands are at logger-heads when it comes to
products, each having a similar product to that of a rival. Where does one brand gain that
competitive advantage - advertising, service, or promise of trust. Advertising seems to be the best
platform where brands prefer to compete on - right from hiring the best advertising agencies to
getting the biggest celebrities. What would be the formula to success then? Well, a good creative
agency, a large enough promotional budget and a huge star to endorse your brand would
definitely ensure in the minds of a brand management team a feeling of security, success and a
triumph over the competitors brand. The general belief among advertisers is that brand
communication messages delivered by celebrities and famous personalities generate a higher
appeal, attention and recall than those executed by non-celebrities.

THE SCOPE OF A CELEBRITY ON THE INCUMBENT BRAND

Simply stating, a brand is a differentiated product and helps in identifying your product and
making it stand out due to its name, design, style, symbol, color combination, or usually a mix of
all these: Before we can scrutinize the effects of celebrity endorsement on the overall brand, we
have to ferret the implicit factors that act as sources of strong brand images or values: Experience of Use: This encapsulates familiarity and proven reliability.
User Associations: Brands acquire images from the type of people who are seen using them.
Images of prestige or success are imbibed when brands are associated with glamorous
personalities.
Belief in Efficiency: Ranking from consumer associations, newspaper editorials, etc.
Brand Appearance: Design of brand offers clues to quality and affects preferences.
Manufacturers Name & Reputation: A prominent brand name (Sony, Kelloggs, Bajaj, Tata)
transfers positive associations.
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The celebritys role is the most explicit and profound in incarnating user associations among the
above mentioned points. To comprehend this, let us analyze the multiplier effect formula for a
successful brand: - S=E* D*AV -- the multiplier effect Where
S is a Successful Brand
E is an Effective Product
D is Distinctive Identity
AV is Added Values
The realm of the celebritys impact is confined to bestow a distinctive identity and provide AV to
the brand; the celebrity does not have the power to improve or debilitate the efficiency and
features of the core product. Thus, we are gradually approaching an evident proposition
claiming, "The health of a brand can definitely be improved up to some extent by celebrity
endorsement. But one has to remember that endorsing a celebrity is a means to an end and not an
end in itself." An appropriately used celebrity can prove to be a massively powerful tool that
magnifies the effects of a campaign. But the aura of cautiousness should always be there. The
fact to be emphasised is that celebrities alone do not guarantee success, as consumers nowadays
understand advertising, know what advertising is, and how it works. People realize that
celebrities are being paid a lot of money for endorsements and this knowledge leads them to
think twice about celebrity endorsements.

IS CELEBRITY ADVERTISING EFFECTIVE?

What are the benefits of representing India in the national cricket team? It is an opportunity to
compete with the best in the world and pitch one's talent against the best. It is an opportunity to
travel around the world. It is an opportunity to uphold national pride. And make good money
from every match played. But there is more, a ticket to modelling in the advertising world (and a
future perhaps in Bollywood). Not surprisingly it's a very attractive profession.
Quick means of brand differentiation: In a category where no brand is using a celebrity, the first
that picks one up could use it to differentiate itself in the market. Boost did it in the malted
beverage category. And Preity Zinta does all the above four for Perk -- connecting with the youth
and reinforcing the brand's youthful, spontaneous, energetic values. In general celebrity
endorsements are impelled by virtue of the following motives:
Instant Brand Awareness and Recall.
Celebrity values define, and refresh the brand image.
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 Celebrities add new dimensions to the brand image.

Instant credibility or aspiration PR coverage.
Lack of ideas.
People realize that celebrities are being paid a lot of money for endorsements and this knowledge
makes them to think twice about celebrity endorsements.
Compatibility Of The Celebritys Persona With The Overall Brand Image A celebrity is used to
impart credibility and aspirational values to a brand, but the celebrity needs to match the product.
A good brand campaign idea and an intrinsic link between the celebrity and the message are
musts for a successful campaign. Celebrities are no doubt good at generating attention, recall and
positive attitudes towards advertising provided that they are supporting a good idea and there is
an explicit fit between them and the brand.

PROFILE OF THE COMPANY

LUX is a global brand developed by Unilever. The range of products includes beauty soaps,
shower gels, bath additives, hair shampoos and conditioners. Lux started as Sunlight
Flakes laundry soap in 1899. In 1925, it became the first mass market toilet soap in the world. It
is noted as a brand that pioneered female celebrity endorsements.As of 2005, Lux revenue is
estimated at 1 billion, with market shares spread out to more than 100 countries around the
globe. Developed by Unilever, Lux (soap) is now headquartered in Singapore.The brand was
founded by the Lever Brothers (today known as Unilever) in 1899. The name changed from
Sunlight Flakes to Lux in 1900, a Latin word for light and suggestive of luxury.

ORIGINS AND HISTORY OF THE PRODUCT

Lux toilet soap was launched in the United States in 1925 and in the United Kingdom in 1928.
Subsequently, Lux soap has been marketed in several forms, including handwash, shower gel and
cream bath soap.
BEGINNING
Luxs early advertising campaigns aimed to educate users about its credentials as a laundry
product and appeared in magazines such as Ladies Home Journal. By the early 1920s, it was a
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hugely successful brand and in 1924, the Lever Brothers conducted a contest that led them to a
very interesting finding: women were using Lux as pud soaps.

BUILDING BEAUTY SOAP CREDIENTIALS

Introduced in the United States in 1924, Lux became the worlds first mass market toilet soap
with the tagline made as fine as French Soap. In the first two years of launch, Lux
concentrated on building its beauty soap credentials. Advertisements offered consumers a
beauty soap made in the French method at an affordable price, with the promise of smooth skin.
Made with fine-texture, rich in fragrance, and manufactured using a method created in France,
the first Lux toilet soap was sold for 10 cents apiece.

19281940: 9 out of 10 stars

This era saw key launches of LUX in the UK, India, Argentina and Thailand. The brand
concentrated on building its association with the increasingly popular movie world, focusing
more on movie stars and their roles rather than on the product. In 1929, advertising featured 26
of the biggest female stars of the day, creating a huge impact among the movie-loving target
audience. This was followed by Hollywood directors talking about the importance of smooth and
youthful skin. This pioneered the trend of celebrity product endorsements.
In 1931, Lux launched a campaign with older stars, I am over 31. The series of print ads had
stars talking about preserving youthful skin. Lux also launched campaigns featuring interviews
with stars and close-ups of stars, bringing to life the 9 out of 10 idea

40s & 50s: Romancing the consumer

Using movie star as role models, Luxs strategy was to build relevance by looking at beauty
through the consumers eyes. While still retaining the star element, the focus shifted to the
consumer and the role of the brand in her life. Advertising commercials showed ordinary looking
women with direct references to leading ladies from the movies such as Deanna
Durbin and Deborah Kerr.

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1990s early 2000s: Advanced skin benefits

In the 1990s, Lux moved from generic beauty benefits to focus on specific benefits and
transformation. More emphasis on functionality and variant associations with different skin types
as well as mention of ingredients. The communication was far more regional specific and
localized, using in Brazil stars like Malu Mader and Debora Bloch.
This period launched product brand extensions Shower Cream and Gels and Lux Super Rich
Shampoo in Japan and China.

Lux Style Awards

In 2002, Pakistan created the Lux Style Awards to celebrate the Pakistani film industry. Theme
image of Lux Style Awards.

2000s: Beyond movie stars

In early 2000, the focus shifted from specific skin benefits to a stronger emotional space. The
brand provided the link between the aspirational role models and real life with the campaign,
Lux brings out the star in you. The benefit was now more than just beauty, it was also about the
confidence that comes from beautiful skin.
In 2005, Lux encouraged women to celebrate and indulge their femininity with the Play with
Beauty philosophy, with stars like Aishwarya Rai. The brand also connected with consumers to
take a more active stance on beauty.
From 2008, building off the brands root strengths, focus has shifted to beauty (vs. femininity),
appealing to consumers fantasies and aspirations. Lux believes that beauty is a female instinct
that shouldnt be denied and showcases the pleasure that every woman enjoys from using her
beauty, encapsulating that idea in a simple phrase: Declare your beauty.
Today, Lux products are manufactured at 71 locations with more than 2000 suppliers and
associates providing the raw materials. It has key markets in Brazil, Pakistan, China, Bangladesh
and South Africa, and is a market leader in for soap bars in India, Pakistan, Brazil, Saudi Arabia,
Bangladesh, Thailand and Vietnam.

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In the United States, Lux soap is branded as "Caress".

REVIEW OF LITERATURE

Branding & Celebrity Endorsement Today, use of celebrities as part of marketing communication
strategy is fairly common practice for major firms in supporting corporate or brand imagery. A
celebrity is a person who is well recognized by the people and has a good reputation and in the
peoples mind and in the society. (Patel 2009)
1. Erdogan 2001 clarifies A person who enjoys public recognition from a large share of a
certain group of people and uses this recognition on behalf of a consumer good by
appearing with it in advertisements is known as a celebrity. They are usually known to
the public for their accomplishments in areas other than the product endorsed by
them.This stands true for classic forms of celebrities such as actors like Shah Rukh Khan,
models like Milan Somen, Sports athletes like Sachin Tendullkar and entertainers like
Maliaka Arora Khan but also for less obvious groups such as businessmen like the
Ambanis or politicians like Rahul Gandhi explains Daswani et al, 2009.
2. Kumar et al, 2002 Brand endorsements by celebrities are a widespread phenomenon
in India and worldwide. For decades, the celebrities present in the Indian films have
provided lifestyle cues to youth. Given the popularity, size and reach of the celebrities
present in the film industry have the power to influence the attitude and behavior of
millions of people, particularly the youth in India. The result of several discussions, after
consulting with media experts, sociologists, films and television professionals and
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academics as well as scanned media reports, determines the impact of films and its
consequent impact of celebrities on the youth.
3. Schlecht (2003) This stands true for classic forms of celebrities such as actors like
Milan Somen, Sports athletes like Sachin Tendulkar and entertainers like MalikaArora
khan but also for less obvious group such as businessmen like the Ambanis or politicians
like Rahul Gandhi. Atkin.
4. PujaKhatri (2006) Celebrity Endorsement: A Strategic Promotion Perspective
advertisers agree that celebrity endorsement does not itself guarantee sales. It can create a
buzz and make a consumer feel better about the product, which in turn has to come to
expectation of customers as real star by delivering the promise.
5. Roll 2006. However, a few of the brands have, no doubt, been established without
celebrity endorsement. Procter & Gamble promoted its Rejoice brand in India with an
ordinary woman in their advertising which worked well. They do not believe in celebrity
endorsement and think that consumers, especially housewives, are more prone to identify
with a lay person than a celebrity. A few more examples that can be given are Lifebuoy,
Close Up, Fevicol etc.
6. As Eager 2009 articulates the product, not the celebrity, must be the
star.Overshadowing or better known as the vampire effect occurs when the celebrity
endorser occurs in the presence of multiple other stimuli which all competes to form a
link with the celebrity endorser. It is a fairly familiar problem that tends to water out
the image and association present between the celebrity and the brand being endorsed and
one that leads to lack of clarity for the consumes . A universal concern here is that
consumers will fail to notice the brand being promoted because they are focusing their
attention on the celebrity learned by Broughton et al, 2010.
7. RadhikaMadan(2010) (Celebrity endorsement: A marketing strategy) celebrities
have always been the easiest way to attract the customers because of their mass appeal.
Celebrity endorsements do influence the target audience and make them loyal towards the
brands. Celebrities help advertisements stand out from the surrounding clutter, thus
improving their communicative ability.
8. Gupta et al, 2009 justifies Indian market is not by a large space, an easy audience to
target for the advertisers. The 1.21 billion people of the country are speckled in terms of
beliefs, ethnicity, states, culture, language, dialects, norms and values. Other aspects such
as the economic discrepancy in the country separates it in a way which has resulted in a
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large number of lower and upper middle class, with a very small class falling under in the
middle class. This demonstrates a vast disparity in the buying power and decision making
clout, one which the advertisers should keep in mind. Indian advertisement has been
placing a vital amount of importance on both recall and persuasion as brand
differentiating messages.Very often, various advertising styles are used by advertisers to
influence consumer brand choice behaviour and among these different available choices
one very popular choice is Celebrity Endorsements.
9. BahramRanjbarian and Zahra Shekarchizade(2010) Celebrity Endorser
Influence on Attitude toward Advertisements and Brands- according to this there is a
positive and significant relationship between attitude toward celebrity endorser and
attitude toward advertisement and brands. Attitude toward celebrity endorser has directly
or indirectly influence on attitude towards brand, and attitude towards advertisement is a
mediator between attitude towards celebrity and attitude towards brands.
10. Brajesh et al, 2011 explains Traditional celebrity endorsements are as well
established as the concept of celebrity itself.Celebrities influence on consumers appears
to be larger than ever before. When used effectively celebrity endorsers have the potential
of serving a valuable role in enhancing a brands competitive position and developing
brand equity highlights the subtle yet intense impact of celebrities on everyday thinking
and living. Defined as intimacy at a distance, it is seen that individuals have a tendency
to form illusions of an interpersonal relationship with celebrities.
11. LalitaBalakrishana and C. Shalinikumar (2011) (Effect of Celebrity based
Advertisement on the purchase Attitude of consumers towards Durable Products) across
the world, celebrities have been used for a wide variety of brands. This study focuses on
identifying the influence of celebrity endorsement on the purchase attitude of the
consumers. Celebrity endorsement enhances product information and creates awareness
among consumers. It helps them to recall the brands of the durable products. The
consumers of durable products have their motivational sources from need and product
utility. The study revealed that the celebritys convincing endorsement motivates them to
materialize the purchase of durables.
12. Vipal Jain (2011) (Celebrities endorsement and its impact on sales: A Research
Analysis Carried out In India) this study has a positive inclination towards the belief
that people are motivated to buy products as a result of celebrity endorsement. The
research also indicates that celebrity endorsement helps in brand promotion. The
respondents also strongly agree that celebrities bring brand equity to the product .

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PROBLEM DEFINITION
A research problem is a statement about an area of concern, a condition to be improved, a
difficulty to be eliminated, or a troubling question that exists in scholarly literature, in theory, or
in practice that points to the need for meaningful understanding and deliberate investigation.. It is
said that,
Problem well defined is problem half solved.
Basically, a problem statement refers to some difficulty, which researcherexperiences in the
context of either a theoretical or practical situation andwants to obtain the solution for the same.
Definition of a Brand
Jack Welch, the former CEO of General Electric, once said, Our most valuable assets are our
intangible assets. The intangible asset he was referring to is a brand. The Dictionary of Business
& Management defines a brand as: a name, term, sign, symbol, or design, or a combination of
them, intended to identify goods or services of one seller or a group of sellers and to differentiate
them from those of competitor.
Definition of a Celebrity
Per say, a dictionary meaning of this word is a famous person". A person who has excelled in
his / her field of action or activity. In our day to day activity, we perform many acts, may at
home, at work place, on field in sports, in social life. But these acts may be daily routine or just
"acts" per say giving no extra-ordinary results, not noticed by anybody surrounding, and not
taken into notice by Media. But if a person acts or performs something which gives spectacular
results is noticed by masses. That person has "done something" special that we and masses
cannot do.
He is regarded as a special person with some "extra" given by that "Almighty" above. We start
feeling that he/she is great. We start celebrating his/her all acts which produce success. If the
success rate for that person is very high to "deliver" same results, he becomes "CELEBRITY". It
may be in field of sports, cinema, theatre, social life, politics, and science anything but
something with some special results. But by all means these acts should be with good cause,
positive results, morally good and acceptable results. Eg. A bandit queen of Chambal valley was
very famous, but was terror before her surrender to police.
But she never becomes celebrity. But an actress Ms Seema Biswas who acted in film on "Bandit
Queen" on life of that bandit, became very famous and a Celebrity. A celebrity is perceived as
god by masses. They touch their feet, create idols and worship, garland their photographs,
perform "Yagnyas" for their idols performance, wait for their "Darshan" in hot sun or heavy rains
for hours together, follow fashions of them - wear similar clothes or have similar hair style as
that of celebrity, and on wrongside even commit suicide if celebrity FAILS to deliver results.
They have tremendous mass followings. They pull crowds with their presence only.
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If it is understood that Amitabh Bachchan is coming for shooting a film, to a particular location
on a particular day , then there is big commotion in that area. Celebrities are people who enjoy
specific public recognition by a large number of certain groups of people. They have some
characteristic attributes like attractiveness, extraordinary lifestyle or special skills that are not
commonly observed. Thus, it can be said that within a society, celebrities generally differ from
the common people and enjoy a high degree of public awareness. According to Friedman and
Friedman, a celebrity endorser is an individual who is known by the public for his or her
achievements in areas other than that of the product class endorsed. Compared to other endorser
types, famous people always attach a greater degree of attention, recall and loyalty.
In this age of intense competition, where capturing a position in the consumers mind space is
extremely tough, celebrity endorsements give an extra edge to the companies for holding the
viewers attention. Celebrities can catalyze brand acceptance and provide the enormous
momentum that brands require by endorsing the intrinsic value to the brand.
Like
a.)Actors (e.g., Amitabh Bachchan, Shahrukh Khan, Aishwarya Rai,, Preity Zinta, Aamir Khan
and Pierce Brosnan).
b.)Models (e.g., Mallaika Arora, Milind Soman, etc),
c.)Television Personalities (Husain, Smriti Irani),
d.)Sports figures (e.g., Sachin Tendulkar, Sania Mirza, Anna Kournikova, Michael Schumacher,
Tiger Woods, etc),
e.)Entertainers (e.g., Cyrus Broacha, Oprah Winfrey,),
f.)Pop-stars (e.g., Madonna, Shakira).
But also for less obvious groups like businessmen (e.g., Vijay Mallya, Bill Gates) or politicians.
Celebrities appear in public in different ways. First, they appear in public when fulfilling their
profession, e.g., Vishwanathan Anand, who plays chess in front of an audience.
Furthermore, celebrities appear in public by attending special celebrity events, e.g., award
ceremonies, inaugurations or world premieres of movies. In addition, they are present in news,
fashion magazines, and tabloids, which provide second source information on events and the
private life of celebrities through mass-media channels (e.g., Smriti Irani being regularly
featured in various publications). Last but not least, celebrities act as spokes-people in
advertising to promote products and services, which is referred to celebrity endorsement.

Page | 19

Celebrity endorsement
Scholars have proposed several theories attempting to explain how celebrity endorsement in
advertising works. McCracken (1989)has proposed a threestage meaning transfer model. It
proposes that an endorser's credibility and expertise first transfer meaning to his or her public
image; the endorser then transfers the meaning to the brand being endorsed. Finally, the meaning
is transferred to consumers. Celebrity endorsement enhances the perceived quality of the brand
and is correlated with intentiontouse (e.g. Kaminset al., 1989; Ohanian, 1991). Yoo and Donthu
(2001) defined consumerbased brand equity as a combination of brand loyalty, brand awareness,
perceived quality of a brand, and meaningful memories linked to a brand. Celebrity endorsers
who are credible improve brand credibility, and greater credibility increases consumerbased
brand equity. The positive correlation between the endorser's credibility and consumerbased
brand equity is mediated by the brand credibility (Spry et al., 2011).
According to McCutcheon et al. (2002), consumers' relationships with celebrities can be
classified into two types. Entertainmentoriented individuals enjoy learning about celebrities and
discussing the information with others casually, while intenseattachment based individuals think
continuously and associate parasocially with the celebrities. Hung et al. (2011) found that
entertainmentoriented consumers superficially evaluate the meaning transfer involved in a
celebrity endorsement, while intenseattachment based consumers evaluate it carefully with
detailed considerations. Another previous study delineated gender differences in attitudes toward
celebrity endorsements. Female consumers responded more favorably to celebrity endorsements
than males, and they preferred female celebrity endorsers to males (Klaus and Bailey, 2008).

THE IMPACT OF CELEBRITY ENDORSMENT ON BRAND PERSONALITY: A STUDY

ON UNILEVER`S LUX

Page | 20

CHAPTER 2
SCOPE
AND
METHODOLOGY
Page | 21

RESEARCH OBJECTIVE
Objective of this study was to reveal and re-establish the positive impact of celebrity
endorsement on brand image and find out the most prominent factors those play the key role in
the success of an endorsement. The research objective was to explore the link between brand and
the consumer psyche and determine a model which can help any brand to identify the critical key
areas to concentrate on while going for any celebrity endorsement. The newly evolved model
should lead any brand toward the success of strategic branding from endorsement aspect.
The main objectives of the study are:1. To study the consumer perception of celebrity personality has an effect on brand
personality and buying behavior taking example of celebrity endorsing Lux brand
have a positive impact on the personality of a brand and how it has helped create a
image that it is a beauty bar of star.
1. To understand buying behavior of Lux soap use.
2. To extract consumers opinion regarding various in advertisement for celebrity
endorsement of Lux soap.

SCOPE OF STUDY

Page | 22

The study shall rifle through the concept of celebrity endorsement and provides insights on it.
The study shall focus on aspects of marketing only and financial aspects of celebrity
endorsements shall remain outside the boundaries of current study. Is there a science behind the
choice of celebrity endorsers or is it just by the popularity measurement?
What are the choices which lead to impact of celebrity endorsements on brands? The impact of
celebrity is confined to present a distinctive identity and provide added values to the brand or the
celebrity does not have the power to improve or debilitate the efficiency and features of the core
product.

RESEARCH METHODOLOGY
Research Methodology is a way to systematically solve the research problem, it not only takes
the research methods but also consider the logic behind the methods. The study of Research
Methodology for developing the project gives us the necessary training in gathering materials
and arranging them, participation in the field work when required, and also provides training in
techniques for the collection of data appropriate to particular problems.

Marketing Research
Marketing research is the systematic design collection, analysis and reporting of data findings
relevant to the specific marketing situation faced by the company. Marketing research process,
the research findings and inferences based on the data interpretations along with the concept,
methodology and limitations of the research are of much use to the management while making
strategic decisions about the company. In marketing research investigation the first three steps
namely formulation of the problem, specification of a research design and collection of desired
information tend to be closely interrelated
In Research Methodology, we consider about the Research Design, Methods of Collection of
Data, etc.
RESEARCH DESIGN
Research Design is the arrangement of conditions for collection and analysis of data in a manner
that aims to combine relevance to the research purpose and constitutes the blue print for the
collection, measurement and analysis of data. Research Design used in the project The
Descriptive Studies is used in this project due to the fact that the descriptive studies attempt to
Page | 23

obtain a complete and accurate description of a situation, that is it covers the all phases required
and provides the ways to collect the data from various sources of information (sample design),
ensure minimum bias in the collection of data, hold costs to a minimum, and reduces the errors
in interpreting the data collected.
SOURCES AND METHODS OF DATA COLLECTION
For the research purpose, the researcher does data collection. For successful efficient marketing
research investigation, the researcher must be familiar with the nature of the data as well as the
data collection method. Sources of data collection
Sources of data collection state the various sources of data from where we collect the
informations for the comparative analysis.
Primary Data
Primary data are those collected specifically by, or for, the data users by different methods such
as Observation Method, Interview Method, Questionnaire Method, etc.
Secondary Data
Secondary data are those that have been collected by other organizations, such as government
agencies, newspapers and magazines, etc.

METHODS OF DATA COLLECTION

Methods of data collection are the way through which the data is collected for the research
purposes. While deciding about the method of data collection to be used for the study, the
researcher should keep in mind two types of data viz., primary and secondary. The researcher
would have to decide sort of data he would to select for his study and accordingly he will have to
select one or the other method of data collection. The methods of collecting primary and
secondary data differ since primary data are to be originally collected, while in case of secondary
data the nature of data collection work is merely that of compilation. For data collection, we will
develop a well defined questionnaire as a research instrument consisting questions aimed to
measure the consumers perception, their liking and disliking and their views and comments
about Celebrity Endorsement.
SAMPLING PLANS
The marketing researcher must design a sampling plan, which calls for three decisions
a) Sampling unit - Who is to be surveyed?
b) Sample size - How many people should be surveyed?
c) Sampling Procedure - How should the respondents be chosen?

Page | 24

SAMPLING PROCESS & SIZE

Research being exploratory in nature, a simple random & convenient sampling was taken into
consideration. 50 consumers, CONTACT METHOD Used can be personal interviewing. All the
consumers, dealers and manufacturers were contacted personally and information can be
collected with the help of a questionnaire.

CHAPTER 4
ANALYSIS AND
INTERPRETATION
Page | 25

OF DATA

DATA ANALYSIS AND INTERPRETATION

Gender of the respondent

Valid

Frequency

Percent

Valid Percent

Cumulative
Percent

male

28

56.0

56.0

56.0

female

22

44.0

44.0

100.0

Total

50

100.0

100.0

Page | 26

Gender
Male

44%

Female

56%

Interpretation:- Hence it is concluded that male respondents are more than female
respondents.

Age of the respondent

Valid

Frequency

Percent

Valid Percent

Cumulative
Percent

18-30

21

42.0

42.0

42.0

31 to 40

18

36.0

36.0

78.0

above 40

11

22.0

22.0

100.0

Total

50

100.0

100.0

Page | 27

Age
50%
Year

Percentage

0%
18-30

31-40

Above

Age

Interpretation:- Hence it is concluded that majority of respondents are belongs to 18-30 age
group.

Education of the respondent

Valid

Frequency

Percent

Valid Percent

Cumulative
Percent

uneducated

4.0

4.0

4.0

Graduate

23

46.0

46.0

50.0

Post graduate

25

50.0

50.0

100.0

Total

50

100.0

100.0

Page | 28

Eduaction of respomdent
50%
40%
Percentage

30%
20%
10%
0%

Uneducated

Graduate

Post graduate

Interpretation:-The above chart shows that maximum respondents are graduate and post
graduate.

Area of the respondent

Valid

Frequency

Percent

Valid Percent

Cumulative
Percent

Rural

16

32.0

32.0

32.0

urban

34

68.0

68.0

100.0

Total

50

100.0

100.0

Page | 29

Age of the respondent

32%

Rural
Urban

68%

Interpretation:-The above chart shows that maximum respondents belong to urban area.

Income of the respondent

Valid

Frequency

Percent

Valid Percent

Cumulative
Percent

5001 to 7500

4.0

4.0

4.0

7501 to 10000

18.0

18.0

22.0

10001 to 15000

18

36.0

36.0

58.0

15001 and above

21

42.0

42.0

100.0

Total

50

100.0

100.0

Page | 30

Income of the respondent

4%

18%

42%

5000-7500
7501-10000
10001-15000

36%

15001 and above

Interpretation:-The above chart shows that maximum(78%) respondents have 15000 &
above monthly income.

Page | 31

What is the frequency of purchase of soap?

Valid

Frequency

Percent

Valid Percent

Cumulative
Percent

weekly

4.0

4.0

4.0

quaterly

19

38.0

38.0

42.0

harf yearly

12.0

12.0

54.0

monthly

23

46.0

46.0

100.0

Total

50

100.0

100.0

Frequency
4%
46%

weekly
38%

12%

quaterly
half yearly
monthly

Interpretation:- Hence it is concluded that only mostly respondents are monthly purchase of
soap.54% respondents purchase half yearly soap.

Page | 32

How much soap do you require every month?

Valid

Frequency

Percent

Valid Percent

Cumulative
Percent

20

40.0

40.0

40.0

16

32.0

32.0

72.0

14

28.0

28.0

100.0

Total

50

100.0

100.0

40
35
30
25
20
15
10
5
0

2 soap

3 Soap

4 Soap

Interpretation:- the above chart shows that 2-3 soap used by respondents in every month.
The percentage of them are 72.

Page | 33

During purchase of soap what influences you purchase?

Valid

Frequency

Percent

Valid Percent

Cumulative
Percent

price/cost

16

32.0

32.0

32.0

quality & quantity

26

52.0

52.0

84.0

celebrity advertisment

16.0

16.0

100.0

Total

50

100.0

100.0

influences factor
Price/cost
Quality & quantity
Celebrity advertisment

Interpretation:- Hence it is concluded that quality and quanity isthe mein influencing factor
for respondent. Celebrity advertisment pay very less impect on consumer intention.

Page | 34

Do you purchase the product because of your favorite celebrity

endorsing it?

Valid

Frequency

Percent

Valid Percent

Cumulative Percent

yes

29

58.0

58.0

58.0

no

21

42.0

42.0

100.0

Total

50

100.0

100.0

100%
50%
0%
Yes
No

Interpretation:- the above chart shows that 58% respondents said that they purcahse products
due to their favorite celebrity endorsing it.

Page | 35

Do you prefer celebrity as

Valid

Frequency

Percent

Valid Percent

Cumulative Percent

Likeable

18

36.0

36.0

36.0

Unlikeable

25

50.0

50.0

86.0

Neutral

14.0

14.0

100.0

Total

50

100.0

100.0

preference
Likeable

14%
36%

Unlikeable
Neutral

50%

Interpretation:- the above chart shows that 50% like celebrityendorsment and 50% unlike it.

Page | 36

How often is your purchase decision based in celebrity advertisement

recall?

Valid

Frequency

Percent

Valid Percent

Cumulative Percent

Mostly

18

36.0

36.0

36.0

Rerely

20

40.0

40.0

76.0

Often

14.0

14.0

90.0

Never

10.0

10.0

100.0

Total

50

100.0

100.0

pecentage
10%
14%

mostly
36%

Rerely
Often

40%

Never

Interpretation:- Hence it is concluded that maximum rwespondents not purchase product due
to celebrity advertisment recall.

Page | 37

Have you evey bought soap because of the promotion of the celebrity
endorsment?

Valid

Frequency

Percent

Valid Percent

Cumulative Percent

Yes

28

56.0

56.0

56.0

No

22

44.0

44.0

100.0

Total

50

100.0

100.0

Promotion of celebrity

44%

Yes
56%

No

Interpretation:- the above chart shows that 56% respondent bought soap because of
promotions of the celebrity endorsment.

Page | 38

Have you ever heard about lux soap?

Valid

Frequency

Percent

Valid Percent

Cumulative Percent

Yes

48

96.0

96.0

96.0

No

4.0

4.0

100.0

Total

50

100.0

100.0

Heard about lux

100
50
0
Yes
No

Interpretation:- Hence it is concluded that almost every respondent heard about Lux soap.

Page | 39

Do you remember any of the tv advertisment of lux soap?

Valid

Frequency

Percent

Valid Percent

Cumulative Percent

Yes

18

36.0

36.0

36.0

No

32

64.0

64.0

100.0

Total

50

100.0

100.0

tv advertisment

Yes

36%

No

64%

Interpretation:- Hence it is concluded that only 36% of respondents remembered the tv

advertisment of Lux soap. And 64% respondents not remembered any ads of Lux soap.

Page | 40

Do you think, lux soaps sale are higher because of celebrity

advertisment?

Valid

Frequency

Percent

Valid Percent

Cumulative Percent

Yes

27

54.0

54.0

54.0

No

12

24.0

24.0

78.0

May be

11

22.0

22.0

100.0

Total

50

100.0

100.0

Impact on sale

Yes

22%

No
54%

May be

24%

Page | 41

Interpretation:-The above chart shows that maximum respondents think that celebrity
advertisment helpful to increase the sale of Luxsoap. Some respondents confuse they think that
may or may not be.

How much you satisfy with message of lux advertisment?

Valid

Frequency

Percent

Valid Percent

Cumulative
Percent

Yes

31

62.0

62.0

62.0

No

19

38.0

38.0

100.0

Total

50

100.0

100.0

Satisfaction
70
60

62

50
Satisfaction

40
38

30
20
10
0

Yes

No

Page | 42

Interpretation:- Hence it is concluded that majority of respondents said that Luxs ads
provide satisfactory message to the pubic.

Do you think that luxs brand depend on celebrity endorsment?

Valid

Frequency

Percent

Valid Percent

Cumulative Percent

Yes

41

82.0

82.0

82.0

No

18.0

18.0

100.0

Total

50

100.0

100.0

Dependence on celebrity

No

Yes

10

20

30

40

50

60

70

80

90

Page | 43

Interpretation:-The above chart shows that 82% respondents think that Lux brand is totally
depend upon celebrity endorsment system. Very few think that Lux not depend upon celebrity
endorsment.

Celebrity endorsment is an effective tool of buying lux

soap. Rate this statement.

Valid

Frequency

Percent

Valid Percent

Cumulative Percent

Strongly agree

33

66.0

66.0

66.0

Agree

12

24.0

24.0

90.0

Disagree

6.0

6.0

96.0

Strongly disagree

4.0

4.0

100.0

Total

50

100.0

100.0

Effectiveness
6% 4%

Strongly agree
Agree

24%

Disagree
66%

Strongly disagree

Page | 44

Interpretation:- Hence it is concluded that majority of respondent (90%) said that celebrity
endorsment is an effective tool of buying Lux soap.only 10% people against it.

According to you what can be the reason with the companies to

choose celebrities for promotion their product?

Valid

Frequency

Percent

Valid Percent

Cumulative
Percent

Fame

8.0

8.0

8.0

Easy recognition of
product

22

44.0

44.0

52.0

To incraese sales and

profit

13

26.0

26.0

78.0

To follow competition

11

22.0

22.0

100.0

Total

50

100.0

100.0

Reasons of promotion
Fame
22%

26%

8%

Easy recognition of
product
44%

to increase sales and

profit
to follow competition

Page | 45

Interpretation:-The above chart shows that out 44% respondents said that easy recognition
of product is the main effect of celebrity endorsment. Only 8% respondents are think that it is
provide fame to the product.

Would you prefer to change the soap you are buying now if the celebrity you
like endorses a different brand and not the one you are buying right now?

Valid

Frequency

Percent

Valid Percent

Cumulative Percent

Yes

14

28.0

28.0

28.0

No

12

24.0

24.0

52.0

May be

24

48.0

48.0

100.0

Total

50

100.0

100.0

28%
48%

Yes
No
24%

May be

Page | 46

Interpretation:- Hence it is concluded that majority of respondent prefer to change the soap
they are buying now if the celebrity they like endorses a different brand and not the one they are
buying right now.

Page | 47

CHAPTER 5
FINDINGS AND
CONSLUSION

Page | 48

FINDINGS OF THE STUDY

52 percent people influenece from the quality of the product, very less people influence

from the celebrity endorsment.

Most number of people purchase the product because of their favorite celebrity endorsing

it
50% people like the celebrity and 50% not like it.
Majority of the respondents rerely take the decision of purcahse the product due to

celebrity advertisment recall.

Majority respondents take an advice before opening an account in the bank.
Mostly people purchase soap because of the promotion of the celebrity endorsment .
Almost every people heard about Lux soap.
Very less people remember the tv ads of Lux soap.
Mostly People think that, Lux soaps sale are higher because of the celebrity advertisment
mostly. People like the celebrity in the ads, they follow them at the time selection of

products.
82% people think that Lux brand is totally depend upon celebrity endorsment system.

Very few people dont think so.

People are more satisfied with the message of lux advertisment.
Maximum people strongly agree that celebrity endorsment is an effective tool of buying

Lux soap.
With the help of celebrities endorsment Lux soap increase their profit and easy

recognition of product.
Mostly people said that they can change the soap because of their favorite celebrity
change the endorsment brand.

Page | 49

LIMITATIONS OF THE STUDY

Due to constraints of time and resources, the study is likely to suffer from certain limitations.
Some of these are mentioned here under so that the findings of the study may be understood in a
proper perspective.

The limitations of the study are:

Some of the respondents of the survey were unwilling to share information.
The research was carried out in a short period. Therefore the sample size and other
parameters were selected accordingly so as to finish the work within the given time
frame.
The information given by the respondents might be biased because some of them might
not be interested to give correct information.
The respondents are supported me a lot, but did not have sufficient time to make the
points more clear.

Page | 50

Conclusion
This research provideinsights into the celebrity endorsment impact on the brand
personality among consumers. The celebrity personality and the message are
transferred to the brand personality and celebrity endorsment does have a huge
impact on brand image.The personality of celebrity endorsing brand have a postive
impact on the personality of a brand taking example of the celebrities endorsing
Lux brand had a postive impact on the personality of a brand and hashelped create
a image that it is a beauty bar of starsholds true in the survry.
From deeper observation, we can see that consumer are devoted to brands because
of the celebrity they were devoted to- we can also infer that celebrity personality in
a huge way has a seamlessly impact on barnd personality.because of which Lux is
toaday seen as a soap that is feminine, velvety soft and goegeous like its
celebrities. Repeated celebrity ad created an images of Lux being a beauty bar of
star. If quality, marketing mix and celebrities align together they can bring out the
star in consumers mind and have an amazing recall and better brand image! The
consumer share with Lux, a relationship of trust and dependability and of respect.
They look up to the brand and literally worship the brand. Lux, thus, commands
the respect and even love of the consumer. Its because the celebrity personality
and message gets transfer to the brand personality.
In the study it was found that all most people who have heard of Lux brand
remember ads or the other ways around those who have seen ads with celebrities
know the brand. One things for sure celebrity endorsment at least has a better
recall! Repeated celebrity ad created an image of Lux being a beauty bar of stars.
If quality, marketing mix and celebrities align together they can bring out the star
in consumers mind and have an amazing recall and better brand image &
personality! However, people distinguish the psychological/emotional aspect of a
brand from its experiential aspect. The psychological aspect sometime refferred to

Page | 51

as brand image, is symbolic construct within the mind of consumer, which consist
of information and expectations associated with the product.
Also, celebrity have always been the easiest way for a new product
launch( consumer goods) and will remain to do so in the near future on account of
their mass appeal and a world full of star struck loyal fans, but the impact on the
brand is much greater than just an advertisement showing a celebrity.
In tearm of the future, celebrity endorsments are here to stay. Their ability to cut
across the classes, caste barriers and apprehensions are simply too important to be
sidelined. They have been time-tasted and delivered results repeatedly, given good
hands. One could continue to wonder if these celebrity-hawkers are worth the
money and tantrums, but in a world of brand clutter and product muddle,
celebrities seem to hit the nail on the head, more often than not. This paper also
bring forth the following insights:
Celebrity endorsments do work in the indian scenario. The level and
megnitude of the effect vary with celebrity and the product category but
most endorsment have a favorable impect
Multiple endorsments do clutter the minds of the consumer.

It is not just the financial gain from the endorsments that matter to the
celebrity. They also look for the fit with the brand and what the endorsment
might do their image for ex. Michael jordan for nike.
The

celebrities accessibility,

regional

appeal

factors,

popularity

attractiveness, belief system are some other important platforms, which are
raised when we study the impect of celebrity endorsment on brand.

Page | 52

ANNEXURE

Page | 53

ANNEXURE

I am Pawan kumar , 4th semester MBA student of KCL IMT; Jalandhar doing my project work
entitled CELEBRITY ENDORSEMENT ON BUYING BEHAVIOUR OF CONSUMER
TOWARD LUX SOAPI request you to provide your feedback which will be of great use to
complete this research project. The information will be kept confidential and used for academic
purposes only.
Name :
Gender:

Male

Female

Age : 18-30 30-40 Above 40

Profession :
Education:

Uneducated

Area:

Rural

Graduate

Post graduate

Urban

Income :
3000-5000 5000-7500 7500-10000 10000-15000 Above 15000

1) What is the frequency of purchase of soap?

Weekly __
Quaterly __
Half yearly __
Monthly __
More __
2) How much soap do you personally require every month?
1 __
2 __
3 __
4 __
3) During purchase of soap what influences you purchase ?
Price/ cost__
Quality & quantity__
Celebrity advertisment __
Other (package /trail)__
4) Do you purchase the product because of your favorite celebrity endorsing it?
Yes__
No__
5) Do you prefer celebrity endorsment as
Likeable __
Neutral __
Not impotant __
Page | 54

6) How often is your purchase decision based in celebrity advertisement recall?

Mostly __
Rerely __
Often __
Never __
7) Have you evey bought soap because of the promotion of the celebrity endorsment?
Yes__
No__
8) Have you ever heard about lux soap?
Yes __
No__
9) Do you remember any of the tv advertisment of lux soap?
Yes __
No__

If yes the
Do you know which celebrity comes in adverstisment of Lux.....................?
10) Do you think, lux soaps sale are higher because of celebrity advertisment?
Yes __
No__
Maybe __
11) Does advertisment influence to buy lux soap?
Yes __
No __
12) Do you satisfy with message of lux advertisment?
Yes __
No __
13) Do you think that luxs brand depend on celebrity endorsment?
Yes __
No __
14) Celebrity endorsment is an effective tool of buying lux soap. Rate this statement
Stringly agree __
Agree__
Disagree __
Strongly disagree__
15) Do you think celebrity endorsment is an important think in brand promotion?
Yes __
No __
16) According to you what can be the reason with the companies to choose celebrities for
promotion their product?
Fame__
Easy recognition of product __
To incraese sales and profit__ To follow competition __

Page | 55

17) Would you prefer to change the soap you are buying now if the celebrity you like
endorses a different brand and not the one you are buying right now?
Yes__
No __
May be __

Page | 56

BIBILOGRPHY

BIBLIOGRAPHY
Websites

http://www.emeraldinsight.com/doi/full/
http://usdrinc.com/downloads/Celebrity-Endorsements.pdf
http://en.wikipedia.org/wiki/Lux_(soap)
Page | 57

http://www.unilever.com/brands-in-action/detail/Lux/292092/
http://shodhgangotri.inflibnet.ac.in/
https://www.google.co.in/search
http://www.slideshare.net/ksross/shareslide-presentation

Other sources

Tv advertisment
News paper advertisment & articles(economictimes)
Journals( wall street journal)
Regional network raises profile of local journals

Researcher
Patel, P. C. (2009). Impact of Celebrity Endorsement on Brand Acceptance. ICFAI
Journal of Consumer Behavior. 4(1), 36-45.
Kotler, P., Keller, K. L., Koshy, A. & Jha, M. (2009). Marketing Management. New
Delhi: Pearson Education.
Brajesh, K. & Gouranga, P. (2011). Celebrity Endorsement in FMCGs Advertising-A
Case Study in a Culturally Vibrant Society. Advances in Management. 4(8), 24-28.
Bhole . Saray , Dhotre & P. Meenal. (2010). Analytical Study Of Association Between
Celebrity Advertising And Brand Recall. Hyderabad : ICFAI Press.
Aggarival-Gupta, M. & Dang, P. J. (2009). Examining Celebrity Expertise and
Advertising Effectiveness in India. South Asian Journal of Management. 16(2), 61-75.
Agarwal, J. & Kamakura, W. (1995). The Economic Worth of Celebrity Endorsers: An
Event Study Analysis. Journal of Marketing. 95(3), 56-62.

Page | 58