| dc.description.abstract | Celebrity endorsement is a big market in India and continues to grow bigger.
However, inspite of prevalent use of celebrities for endorsement, not all celebrity
endorsements have been successful. The list of unsuccessful examples suggest that it
will be wrong to consider celebrity endorsement as an effective response to media
clutter in all situations inspite of the intensity of involvement people have with
celebrities in India. In absence of existing celebrity endorsement theories to
satisfactorily explain the phenomenon in India, this paper uses the lens of culture to
develop propositions on how customer attitude towards celebrity endorsements is a
function of cultural parameters in emerging countries like India. We build our
argument by using culture to explain the congruence between celebrity and
consumers for elaborating celebrity endorsement in Indian markets. | en_US |
