Academy of Marketing Studies Journal (Print ISSN: 1095-6298; Online ISSN: 1528-2678)


Students Perception on Multiple Celebrities Endorsing A Single Product: An Experimental Study

Author(s): P. Sheela, S. Anjani Devi and Y. Thorani

Celebrities’ endorsement today is becoming a popular attempt by marketers to create a better recognition for their products and brand. Celebrities’ endorsement in India has crossed a multimillion market. Marketers have adopted the use of celebrities to draw attention and influencing the customers buying intentions. Many celebrities in India today are being used in different marketing campaigns and results have been proved that their association was successful and positive to the marketers. The fact that multiple celebrities endorsing a single product in the Indian context is rapidly increasing. These positive results had created an urge in the researchers to explore the effect of multiple celebrities endorsing a single product. This research was an attempt on examining students’ perceptions about multiple celebrities endorsing the same product and if the attributes of multiple celebrities affect students purchasing decisions with reference to Swiss Luxury Watch Brand Tag Heuer. It was proved through this research that students, in general, do agree that multiple celebrities endorsing a single product has a positive impact, but when it comes to the attributes of the multiple celebrities with reference to Swiss Luxury Watch Brand Tag Heuer, it was noted that there was mixed opinion on the students purchase decisions. Attributes like trustworthiness, celebrity’s expertise, celebrities matching consumers expectations, celebrities presence adding meaningfulness to the product, celebrities presence easily get connected to students, celebrities are familiar to the students and the students preference on celebrities endorsing branded products are rejected. While attributes such as information shared on the brand are reliable, celebrities’ presence in the endorsed advertisements increases the brand image of the product and multiple celebrities can enhance the brand market share were accepted

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