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Marketing Management | Impact of Celebrity Endorsements on Overall Brand

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Impact of Celebrity Endorsements on Overall Brand
Searching for the Right Match

- by Mala Tandon & Sudeep Mehrotra *

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Page - 17

5. Nawab Pataudi : CEI = 31

Creator/Innovator 7 Caregiver 1 Jester 1
Magician 8 Hero 5 Ordinary Guy 1
Lover 2 Innocent 1 Sage 2
Outlaw 1 Explorer 1 Ruler 1

6. Yuvraj Singh : CEI = 37

Creator/Innovator 6 Caregiver 2 Jester 6
Magician 1 Hero 6 Ordinary Guy 1
Lover 2 Innocent 2 Sage 1
Outlaw 3 Explorer 6 Ruler 1

Calculation of Area Correlation

The corresponding cells of brand and celebrity are multiplied to calculate what we term as Brand-Celebrity Area Correlation.

The following table shows the results of above mentioned ten brands: -

Brand Success Celebrity Failure Celebrity
   Polio 224    162   
   Santro 263    215   
   TVS Victor 277    186   
   Sona Chandi Chawanprash 177    92   
   Hutch 200    -   
   Tamarind 186    -   
   Nakshatra 234    100   
   Airtel 247    148   
   Lays 190    70   
   Pepsi 186    155   

We term the celebrity with maximum recall as successful celebrity and with minimum recall as failure celebrity.

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* Contributed by -
Mala Tandon,
Branch Sales Manager, ICICI Bank,
Sudeep Mehrotra,
IIM Lucknow.
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