Strategic brand management

Assignment: Celebrity endoresed branding (Kerala Focus)

Kuldeep P 215110043

The Impact of Celebrity Endorsements on Consumer Brand Preferences

The crescendo of celebrities endorsing brands has been steadily increasing over the past 20 years or so. Marketers overtly acknowledge the power of celebrity in influencing buyer's purchase decision. They have firm believe that likeability or a favorable attitude towards a brand is created by the use of a celebrity. The crore of rupees spent per year on celebrity endorsement contracts show that celebrities like Amitabh Bachchan, Sharukh khan and Sachin Tendulkar play an important role for the advertising industry. It is an established fact that celebrity endorsement can bestow unique features or special attributes upon a product that it may have lacked otherwise. In India from late 1970's and early 80's the new trend in advertising started. Brands started being endorsed by celebrities. Hindi film and TV stars as well as sportspersons were roped in to endorse prominent brands. Advertisements featuring stars like Late Jalal Agha (Pan Parag), Tabassum (Prestige cookers), Sunil Gavaskar for Dinesh Suiting, Ravi Shastri and Vivian Richards (Vimal), Persis Khambhata and Kapil Dev (Palmolive Shaving cream) became common. Though marketers should remember that celebrities are mere living beings like us and if they can highlight the benefits or advantages of a brand they can also have some uncanny negative impact. Theory and practice suggests that the use of stars and their unleashing power in advertising generate a lot of publicity and attention from the public but the underline questions are, do these stars really help a brand by increasing its sales? On the other hand, can they really have an Impact on the person's consumption pattern, thereby changing his brand preference? How an advertisement featuring a celebrity can influence consumers buying decision and can create an association between a brand and a common man. To answer these questions, the the relationship between celebrity endorsements and brands, and the impact of celebrity endorsement on consumer's buying behaviour as well as how consumer makes brand preferences need to be analysed.

Celebrity
Celebrities are people who enjoy public recognition and mostly they are the experts of their respective fields having wider influence in public life and societal domain. Attributes like attractiveness, extraordinary life style or special skills, larger than life image and demigod status can be associated with them. Celebrities appear in public in different ways. To start, they appear in public when fulfilling their professional commitments example: Mahendra Singh Dhoni, who played cricket in front of an audience in Twenty-Twenty World Cup. Furthermore, celebrities appear in public by attending special celebrity events, example: the movie award nights; special screening; world premiers of movies or for social causes. These celebrities have universal presence and appeal, they are present everywhere, in news, fashion shows and magazines, tabloids and above all advertisements.

Celebrity and a Brand

Star power in India can be gauged by the successful endorsements done by Sharukh Khan (Pepsi, Hyundai Santro, Sunfeast, and Navratan etc.), Amitabh Bachchan, Sachin Tendulkar, Rahul Dravid, Hrithik Roshan and the others. The inevitable question is, if and how the lively interest of the public in the rich and famous can be efficiently and effectively used by companies to promote their brands and consequently to increase their sales revenues. This fact can be brought out by using certain examples i.e. Mr. Amitabh Bachchan promoting Cadbury chocolates after the fiasco of infestation when the image of Cadbury India went very low in the eyes of people. Soon the company found a perfect fit and a reliable celebrity to transmit the correct message and help regenerating the lost trust. The fit between the product and celebrity is evident as Mr. Bachchan and Cadbury chocolates both have tested troubled times and still they stand tall and the love and trust they both share with the people all across India. This is a live example of how a celebrity brought certain attributes to a product like chocolate. Actor Sharukh khan has also endorsed diversified products. His endorsement basket is ranging from Hyundai Santro to Sunfeast biscuits on one hand and from Compaq computers to Videocon electronics on the other. According to Advertising research companies both the actors are doing well and the ad spent on both by the companies is increasing at a phenomenal rate, so does their basket of endorsements. These actors bring reliability and trust in the brand and above all, they help in increasing the sales revenues. Celebrity endorsements are powerful, has become evident from the above two examples but, why is it so? This power is offered by the following elements, which also creates a 'Top of the Mind Position'. * Instant Awareness, knowledge about the brand and easy recall. * Values and image of the brand is defined, highlighted and refreshed by the celebrity. * The celebrity adds new edge and dimension to the brand. * Credibility, trust, association, aspiration and connectivity to brand. * Belief in efficiency and new appearance that will result in at least trial usage. Surveys suggest that compared to any other types of endorsers, famous people achieve a higher degree of attention and recall. They increase awareness of a company's advertising as well as help in retention of message in the psyche of the audience. They can also help the company in reducing their expenditure on Media and other forms of publicity. An example will bring more clarity, When S Kumars, a known textile brand entered into readymade garments business they used Hrithik Roshan, then the hottest advertising icon for their launch advertising for TAMARIND, now one of the premium readymade brands. They reckoned that they have spent 40-50 percent less on media due to sheer impact of using hottest star like Hrithik. The Ad recall was as high as 70 percent and the campaign can be termed as a great success.

Celebrities also create positive feelings towards brands, connect user to brand and are perceived by consumers as more entertaining. Using a celebrity in advertising or for any, other type of communication for brand building is likely to positively affect consumers' brand preference, brand attitude, brand association and purchase intentions. To ensure positive results, however, it is critical for advertisers to have a clear understanding of consumer's reactions and reinforcement of celebrity endorsement. The impact of celebrity endorsement on any brand as well as on consumer's purchase decision is very critical.

Establishing a Perfect Match

Research proves that a spokesperson especially for a service product or organization (ICICIFirst Amitabh Bachchan, now Shahrukh Khan) interacts with the type of brand being advertised. These stars communicate the value of the product and transform an ordinary service into a miracle solution for all problems of an ordinary customer. According to Friedman and Friedman (1979), a famous relative to a 'normal' spokesperson is more effective for products high in psychological or social risk, involving such elements as good taste, self-image, and opinion of others. Several research studies have examined the congruency between celebrity endorsers and brands to explain the effectiveness of using famous persons to promote brands. In India, a brand called Reid & Taylor presented its perfect example when they first launched their advertising campaign featuring James Bond fame of the time Mr. Pierce Brosnan along with the tagline 'BOND WITH THE BEST' but the James Bond idea did not worked and the company was not happy with the results. After the debacle of the first campaign, company introduced a family ad where children are celebrating there parents silver wedding anniversary and they are out with their father to purchase a suit for him. Even this commercial did not work and it was taken off the air. As a last resort, company introduced Mr. Amitabh Bachchan as Reid & Taylor man, a man propagating the brand for special occasion and for very special people in life. The commercial from the initial days got good response and did extremely well as people were able to connect with Mr. Bachchan and the values he was propagating. For the masses, there was a perfect match of an ideal Indian family man, a star and a good quality but bit highly priced brand reserved especially for special occasions and for very special people. Second example that can be quoted is of Vishwanathan Anand, who endorsed NIIT. NIIT adopted a very smart strategy by roping in Vishwanathan Anand an international chess wizard for their advertising campaign. As chess is considered to be a game full of strategies and a game for smart people and when one of the greats of the game is asking people to join NIIT it was suppose to have a positive influence on the people and actually it had. There was complete congruency and compatibility between the celebrity endorser, the product and the message.

Contrary to only favorable outcomes, there are several examples where the product, even the entire campaign collapsed due to heavy weight celebrity as the agency or the ad failed to establish the relationship between the endorser and the product. Keeping the focus only on success, where the product and the celebrity were a perfect match, following are few examples: Celebrity Endorser Amitabh Bachchan Company / Product * Dabur * Cadbury * Reid and Taylor * Parker * Santro * Videocon * Sunfeast * Pepsi * Kurkure * Taj mahal tea * Titan * Coke * Toyota Innova * Nakshatra * Lux * Fanta * Nestle Munch * Whirlpool * Tata Indicom

Shahrukh Khan Juhi Chawala Ustad Zakir Hussain Aamir Khan Aishwarya Rai Rani Mukherjee Kajol and Ajay Devgan

The campaigns are not only basking with the glory of success stories, but there is considerable number of failures as well. Assuming that a person just have to be famous to represent a successful brand, however, would be incorrect and may turn out to be a very dangerous preposition resulting into a big calamity for the entire advertising campaign or the brand. Very well accepted and attractive super stars like Abhishek Bachchan and Amitabh Bachchan failed in turning their endorsements into success i.e. Maruti Versa similarly Virendra Sehwag also failed to deliver Reliance Telecommunication with the master stroke of his cricketing genius. Among the possible reasons identified by several authors, including overexposure and identification, the 'match-up hypothesis' specifically suggests that the effectiveness depends on the existence of a 'fit' between the celebrity spokesperson and endorsed brand. Empirical work on the congruency of brand with the celebrity often has concentrated on the physical attractiveness of the endorser. Results show that an attractive spokespersons are more effective in terms of attitude change when prompting brands that enhance one's attractiveness i.e. cosmetics; health drinks or fashion wear.

Primary data states, for celebrity spokespersons to be truly effective, they should be knowledgeable, experienced, mature, and a bench mark in their respective field and qualified to talk about the product.

Transferring the Meaning

After watching an advertisement the consumers try to find the meaning of the advertisement and associate the same with the endorser and eventually transfer to the brand. To understand this phenomenon Mc Cracken (1989) suggested a comprehensive model known as Meaning Transfer Model. This three-stage model suggests how the meaning associated with the famous person moves from the endorser to the product or the brand. Thus, meanings attributed to the celebrity become associated with the brand in the consumer's mind. Finally, in the consumption process, the customer acquires the brand's meaning. The third stage of the model explicitly shows the importance of the consumer's role in the process of endorsing brands with famous persons. In contrast to anonymous endorsers, celebrities add value to the image transfer process by offering meanings of extra depth and power, what is complemented by their life style and personalities. Therefore, to transfer the correct meaning to the consumer the company should select a celebrity that will produce the most favorable response for consumers and for the purpose the celebrity should have, the appropriate set of characteristics and the public should be able to visualize and comprehend the same. The company should consider the consumer's needs while developing their communication strategy and selecting an appropriate celebrity to transmit the same, i.e. Kurkure used actress Juhi Chawala with the punch line 'Masti Bole To Kurkure' and the actress on screen and off-screen personifies the masti and helps the brand in communicating the same easily. Compatibility of the celebrity's persona with the overall brand image is very important, as a celebrity imparts credibility and inspirational value to a brand and his or her image should perfectly match the brand's image. A good brand campaign idea and an intrinsic link between the celebrity and the message are must for a successful campaign. Certain elements that generate a perfect match or compatibility between the celebrity and brand image are: y y y y Celebrity's fit with the brand image along with celebrity-target audience match. Celebrity associated values and celebrity-product match. Costs of acquiring the celebrity and his or her popularity along with controversy risks associated with the celebrity. Credibility, availability and physical attractiveness of celebrity.

The above points can be put to perspective by using two examples, first Kapil Dev's 'Palmolive da jawaab nahin' and second Nakshatra's brand recall due to its endorser, the gorgeous Aishwarya Rai Bachchan. Both brands have edged out and carved out their niche in consumer's mind due to image and credibility of their endorsers. These were the cases of perfect match between the brand image and the image or persona of the celebrity endorser.

BRAND1 : MOHANLALS TASTE BUDS

PROFILE:
Mohanlal's TasteBuds is the brand owned by Bams Condiments Impex P Ltd., which is an ISO 9001:2008 certified Company. MOHANLALS TASTE BUDS, as the name indicates, truly wish to stimulate the taste-buds of people with the exotic tastes and flavours of South Indian Kitchen in general and the whole of Kerala in specific. The MTB, while fulfilling its mission has a longterm vision of creating a world-renowned brand of our traditional culinary preparations. The vision is achieved through un-compromising quality and safety of the foods produced and distributed. TasteBuds believes and follows a simple theory: From hygiene comes purity. And from purity comes taste. Right from the time recipes are conceived by food experts to the manufacturing process to the time it reaches the customer, a great deal of importance is given to hygiene as much as its given to taste. The only one personalised brand of foods with the assurance from the a Malayalam movie Superstar, Padmashree Mohanlal, of the hygiene and quality of the products could certainly tickle the taste-buds of the customers world over leading to a kind of nostalgia of the Gods Own Country and their beloved homely preparations wherever they are.

Recipe elicitation strategy as a proof of hygiene:

MANUFACTURING:
Raw Materials / Spices are very carefully selected by qualified team. The packing is controlled and supervised in our factory at Adimaly. The latest lab/equipments facility enables conforming all quality parameters. Achieving quality and safety is the responsibility of the Processor. No effort is spared to collate the specific information required to the products from all sources and ensure the safety and wholesomeness of the foods produced through the application of principles of food hygiene.

DISTRIBUTION:
The taste that transcends boundaries Mohanlals TasteBuds is popular in Middle East, Europe, U.S.A., and other countries. They also have distributors in the other major cities GCC Countries, USA, Canada, UK and Singapore. Considering the increasing demand for MTB products, they are planning appointment of more distributors all over the world. They have a wide network of distributors who make prompt deliveries to retail outlets and from there to ultimate consumers. We are directly supplying our products to all the retail outlets in Kerala through distributor network.

CONTACT:
BAMS Condiments Impex Pvt. Ltd., 1st floor, I-B, Eastern Corporate Office, 34/137A, NH Bypass, Edappally, Ernakulam, Kerala 682 024. Telephone: ++91-484-3001176/77/78/79/80/81 FAX : ++91-0484-3001182 Email: bams@tastebudss.com
Manufacturing Unit BAMS Condiments Impex Pvt. Ltd., IV\547C, Rayons Quarters Road, Chelamattom, Okkal, Kerala 683 550 Telephone: 0091-484-5250490

MP Unnikrishnan MCom, LLB, PGDBA, heads the activities of Mohanlal's Tastebuds wholesomely and very effectively. Mr. Unnikrishnan had his formal education at Bangalore. Before joining tastebuds, he was Zonal Manager-Tata Tea. Get in touch with Mr. Unnikrishnan for an effective result for anything related to Tastebuds!

BRAND 2 MALABAR GOLD (BEAUTY MEETS QUALITY)

Celebrity Mohanlal, Hema Malini, Jr NTR, Mahesh Babu

Malabar Gold showcases a fine array of gold, Platinum and Diamond jewelry, dexterously crafted to sculptural quality by traditional craftsmen from Kolkata, Rajkot, Delhi, Mumbai, Coimbatore and Kerala. The exquisite range of Malabar Gold collections can hold you spellbound with their awe-inspiring beauty. Malabar Gold, the flagship division of Malabar Group of Companies, is all set to rise up to the challenges of international gold trade. Discover the most engaging range of jewelry that enchants you in those special moments of your life! 100% purity in gold is ensured as certified by the B.I.S with internationally approved Hallmarking Technologies & Fire Assay Test. They offer 100% buy back guarantee to the customers. You can self-check the purity of the ornaments using the German made Gold Check Carat Analyzer with self operating system provided in our showroom. As a PGI authorized retail store we offer you buy back on every piece of Platinum jewelry!
What makes them different:
y y

Exclusive showrooms for 100% BIS hallmarked 916 gold collections A vast array of modern designer collections from India, Italy, Singapore, Europe, Middle East etc. Pure value for money guaranteed while buying and selling Lifelong guarantee and free maintenance for gold ornaments

y y

y y

Insurance protection for gold ornaments German made gold Check Carat Analyzer to check the purity of gold while buying and selling gold MG, Nakshatra Collections in Diamond IGI Certificate of authenticity and buy back guarantee for diamond ornaments Special counters for world renowned brands of watches (Omega, Rado, Tissot, Esprit, Continental, D4Swiss, Citizen,Mont Blanc, Tag Heuer, Caterpillar, Foce, Police, Seiko, Longines) 2 years international warranty and after sale service for Swiss-made watches Well-experienced counter staff to serve you Extensive parking area at your disposal beside each showroom Centralised management facility

y y y

y y y y

The Trust in Malabar Gold

The trust bestowed by millions of customers and a very professional outlook in business has made Malabar Gold a cut above the rest! Mohanlal, the versatile hero of millions, vouches for the purity of Malabar Gold. Hema Malini, the legendary dream girl of Indian cinema, is also an icon of Malabar Gold purity!

Other endorsers of Malabar Jewellery:

Jr NTR

Mahesh Babu

Ilayraja:

BRAND 3 DHATHRI

Celebrity endorsers Usha Udup, Kavya Madhavan, Meera Nandan, Revathi, Samyuktha Verma.

Dhathri Ayurveda Pvt Ltd was started by Dr Sajikumar, a trained Ayurveda Doctor, in the early nineties. Initially Dr Sajikumar's treatment centre was known as Warrier's Hospital and Pachakarma centre which later became Dhathri. The origin of the brand Dhathri happened in 2005. Dr Sajikumar launched a

hair oil under the brand name Dhathri. The hair oil quickly captured the market's attention and the brand became a blockbuster hit. The success of Dhathri hair oil prompted the company to launch a slew of products first in the hair-care segment and later in skin-care market. Interestingly the company decided to use Dhathri as the brand name for all the products across categories. Along with the FMCG products, the company also ventured into wellness market through the launch of ayurvedic services like slimming centers under the brand Dhathri ABS clinics. Dhathri is now a Rs 250 crore company with interests in FMCG, traditional ayurvedic medicines , clinics and wellness centers. Dhathri as a brand is strongly associated with hair-care. The brand has followed a celebrity endorsement route towards brand building. All the launches from Dhathri is endorsed by celebrities and the consistent heavy investment in promotions has ensured that the brand had a top-of-mind recall among the consumers.The success of hair-care products prompted the brand owners to enter the skin-care segment. Dhathri extended itself by launching face-packs, skin creams and related products. Over a short period of time , the brand became an umbrella brand endorsing a plethora of products across various categories.
Dhathri hair oil has positioned itself on effectiveness platform. The brand has the tagline " It really gives results " reinforces the promise of effectiveness of the product.

Later Dhathri ventured in to the shampoo and soap market with the launch of new brands Dheedhi and Dhin. Later a toothpaste brand ( Mavila) was also launched. The company also added health-care products like Chyawanprash , diabetic supplement and a family nourisher ( Winsmart) under the Dhathri brand or endorsed by Dhathri.According to a news report, Dhathri has now 20 varieties of herbal products under its brand-line. Along with these developments, the company adopted Dhathri as the corporate brand name and adopted the name Dhathri Ayurveda. In November 2010, Dhathri began to look at markets beyond Kerala and launched its hair care products in Tamil Nadu. It is really good to see a regional brand spreading its wings and venturing into a highly competitive national market. But along with those good feelings comes certain thoughts on the current marketing practices of Dhathri. There is no doubt that Dhathri has grown fast. I feel worried when brands grow fast and become too ambitious. The wide and unrelated products in the portfolio of Dhathri is a matter of concern as far as the brand is concerned. The company although has stated in their website that Dhathri is an umbrella brand , too much unrelated products will dilute the core brand. Another important branding funda that Dhathri missed was the core brand strategy . Dhathri has evolved from a hair-care brand to an umbrella brand but this evolution is not seen in the core brand Dhathri. Whenever a brand moves from a product-focused brand to an umbrella brand, its

DNA changes. The brand owners need to create a new positioning and set of brand values for the umbrella brand. The positioning and brand values of the umbrella brand should be in a broader platform so that the new umbrella brand can endorse a diverse set of products. Now every product in the Dhathri brand portfolio uses the name without any common thread tying itself to the core brand. The company has left it to the consumer to create a distinct position for Dhathri which I feel is dangerous. Ideally Dhathri should have created a core brand strategy that should revolve around Ayurveda. The Dhathri umbrella brand should have a unique set of values and brand elements including a tagline that exemplifies its positioning. The umbrella/corporate brand should also have a set of campaigns for creating its own place and then only it should proceed to endorse other products. Each product will have their own campaign highlighting the product features and the umbrella brand will give credibility to individual products. Ideally individual products need to have a subbrand which could later be developed as a standalone brand. Now I think no one can answer this most important question " What is Dhathri ? " is it a soap, shampoo, hair care, skin care , food supplement or ayurvedic company that produces all these ?? As a consumer, for me Dhathri is strongly associated with haircare products and rest of the products have secondary significance. It is important for this brand to comeout of this vague definition and project an individual powerful identity which can be used to endorse products across categories. Once that position is created rest becomes more easy. The large number of products in the portfolio also may further create problems. The funds for brand promotion are limited and too many products will stretch the company's resources. Most of the products in the ayurvedic market are promotion driven and the growth will show as long as the brand invest in the ads. Larger the products, the thinner will be the investment for each products. This is a vicious cycle which has killed many startup brands which expanded fast riding on the success of one or two launches. Dhathri is aiming for a national launch and in that process may rub shoulders with powerful brands like Dabur , Himalaya etc. It is important for the brand owners to get the brand architecture correct before taking the leap.

Brand 4 MCR

Celebrity - Mohan lal, Sarath Kumar

Profile:
MCR was incorporated in the Year1995 with a small scale unit in Erode. Over the years MCR has developed into a reputable entity providing diverse collection of quality fabrics in dhotis, ready made dresses and traditional wears. Established by two brothers, M.C. Robin and M.C. Rixon, MCR revolutionises the dressing styles of generations with its excellent array products.

Advertising :

Black & White Multimedia India (P) Ltd.

The brand:
The brand MCR has products such as Kerala Sarees, Ready-to-wear Garments, Dhotis and Lungies. The brand is famous for innovative products, traditional designs, colourful collections & comfortable fabrics. The dhoti range of brand MCR comes in stain-free, wrinkle-free, perfumed and jari worked varieties. World renowned Kerala Sarees with attractive designs and colours is another highlight of MCR.

Products:

Brand 5 chandrika Ayurvedic soap

Founded in 1940, called Chandrika Ayurvedic Soap when it was not a fashion to call products Ayurvedic. Chandrika Soap is made with pure vegetable oils such as purified Coconut oil, Sandalwood oil, and Patchouli oil; it does not use any animal fat or products. Chandrika Soap is not tested on animals. Chandrika puts nature to work at caring for your skin. It does not contain any animal fat. Chandrika is exported to countries like USA, UK, Italy, France Germany, etc. and has been trusted by millions of people for sixty years now. It's time you discovered why.

The ingredients:
y y y y y y Coconut Oil : Nourishes, moisturises and lightens your skin tan. Wild Ginger : Soothes the skin and helps prevent infections and rashes. Lime Peel Oil : Refreshing cooling effect and rich, penetrating lather with an astringent action. Hydnocarpus Oil : Helps prevent skin problems, rashes and outbreaks. Orange Oil : Tightens pores, helps prevent pimples and blackheads. Sandalwood Oil : Cool, refresh and gently prefume your skin. Advertising & website - Cascabels consultants Celebrity endoreser: Mamta Mohandas

Some other examples:

Shahrukh Khan started this trend a few years ago by endorsing on the brand Tag Heuer. This Italian company gave its release of the Monaco Limited Edition watch that Shahrukh Khan personally enjoyed endorsing. The picture of the ad was posted in Indian communities around New York and soon boosted the sales of these fine watches. He also endorsed the watch during the shooting of the 2006 hit 'Don'. He was the only Bollywood star to endorse this brand. This brand was worn by Hollywood celebrities like Leonardo DiCaprio and Tiger Woods.

Rival Aamir Khan also endorsed a watch brand called Titan which was created by India. It was followed recently by Amrita Rao who also endorsed this brand in a new collection called Raga Chocolat.

Next was Bollywood couple Abhishek Bachchan and Aishwarya Rai Bachchan. Abhishek Bachchan became an ambassador in 2006 for the famous Omega Watches which are based in Switzerland. Omega has been famously worn by celebrities like Nicole Kidman, George Clooney, and featured in the James Bond movies. Abhishek was also the only Bollywood actor who endorsed this brand. Aishwarya Rai Bachchan endorsed a watch brand called Longines in 2007. She wanted to endorse companies that add a new dimension to their products.

The latest celebrities who have recently endorsed a watch brand are Neil Nitin Mukesh and Preity Zinta. The brand of watches that they were endorsing was from an Italian brand called Morellato. The news was that the makers themselves came down to India to rope in this sensational actor for the reason that 'Neil has got the looks of an international star, and, with his stubble on, he looks rugged.' Insiders say that the said the brand was particularly looking for the tough look, and that's exactly the reason they did not settle with any chocolate boy Bollywood star, as they wanted to maintain brand image in an international market also. The brand wanted to show some chemistry in their ads which was the reason why Preity Zinta was added to pose with Neil for the ad. We may not be able to see them together on screen, but it was nice to see their chemistry for this one-of-a-kind ad.

References
Aaker, David A. (1996), Building Strong Brands. New York, NY: The Free Press. Daneshvary, Rennae and R. Keith Schwer (2000), "The Association Endorsement and Consumers' Intention to Purchase," Journal of Consumer Marketing, 17 (3), 203-213. Friedman, Hershey H. and Linda Friedman (1979), "Endorser Effectiveness by Product Type," Journal of Advertising Research, 19 (5), 63-71. McCracken, Grant (1989), "Who Is the Celebrity Endorser? Cultural Foundations of the Endorsement Process," Journal of Consumer Research, 16 (3), 310-321. http://www.chandrikasoaps.com/ http://www.mcrtextiles.in/media.php http://www.dhathri.com/fmcg/products/Dhathri http://www.tastebudss.com/ www.malabargoldindia.com