Title: Celebrity use in Indian advertising: analysis and appraisal

Authors: Danish Hussain

Addresses: Al-Barkaat Institute of Management Studies (ABIMS), Aligarh, India

Abstract: Important aspects regarding celebrity endorsers' use in India were studied through a content analysis of TV commercials in order to better understand the strategies being employed relating to the practice. An attempt to appraise the practise in terms of the previous research on celebrity endorsers' effectiveness was also made. Celebrity use, celebrity type and copy appeal in celebrity ads were found to be product specific. Celebrity role was specific to the celebrity type being used. Celebrity use was also found to be dependent upon the theme of the advertisement. Lastly, the findings revealed that to some extent the practice is in accordance with the suggestions made by the past research on celebrity endorsers' effectiveness.

Keywords: celebrity endorsers; content analysis; TV advertising; thematic analysis.

DOI: 10.1504/IJICBM.2019.101186

International Journal of Indian Culture and Business Management, 2019 Vol.19 No.1, pp.1 - 21

Received: 21 Feb 2018
Accepted: 02 Sep 2018

Published online: 09 Jul 2019 *

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