BUSINESS RISKS INVOLVED WITH CELEBRITY ENDORSEMENTS

Abstract

Celebrity endorsed advertising is a significant feature of modern marketing and has become a comprehensive element of advertising industry especially in India. Almost all kinds of products and services from FMCG to consumer durable and tourism to banking services are being endorsed by celebrities. Lot of companies rope in Celebrities as their brand ambassadors in view of their mass appeal and to capture their fan base. But that has its own drawbacks and limitations. This paper will throw some light on the risks involved with celebrity endorsements.