Measuring the Celebrity Role Model Influence on Brand Equity

Author(s)

Yadvinder Parmar and Dr. Bikram Jit Singh Mann

Affiliations

University Business School, Gurunanak Dev University, Amritsar

Abstract

The current research aims to examine the impact of celebrity role model influence on the brand equity dimensions in the context of celebrity endorsed products. Quota sampling method was used to ensure that the sample was representative of population census data. The sample consisted of 118 males and 106 females which are in accordance with population data. The age profile of the respondents ranged from 21-25 years and approximately an equal number of respondents (112) were selected from each of the two selected cities (Amritsar and Ludhiana) of a northern province in India. Mall intercept interviews were conducted in the two famous malls of each selected city to obtain information from the respondents. The results of path analysis revealed that celebrity role model influence had a positive effect on all four dimensions of brand equity, namely, brand associations, brand awareness, brand loyalty and perceived brand quality. The results imply significant implication for academicians and marketing practitioners. This study adds to the literature of celebrity endorsement and brand equity by examining the celebrity role model influence and brand equity relationship and the role of socialization in framing those relationships. The marketers can understand the impact of these celebrities as a role model and consider utilizing them as an influencer in their marketing campaigns across different media platforms.

Keywords

Celebrity Role Model Influence, Brand Equity, India

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