Estimation of Familiarity and Popularity of Indian Celebrities-A “Q” Score Approach

1Dr. Dimple Saini and Dr. Sanjit Kumar Dash

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Abstract:

A colossal amount of money is being spent on celebrity endorsement worldwide by different business houses. It also seen in Indian scenario. The study is conducted with 20 Indian celebrities which includes 10 Cricketers and 10 Hindi Film Star. The research paper is focused on exploring the celebrity endorsement in India by finding out the ranking of celebrities in terms of familiarity and popularity among the consumers by applying Q rating technique. The findings of this study will be of great help for business organizations to select appropriate celebrity for endorsing the brands.

Keywords:

Familiarity, Popularity, Celebrity, Endorsement, ‘Q’ Score.

Paper Details
Month3
Year2020
Volume24
IssueIssue 5
Pages1921-1929