Student Colloquium: Correlation between celebrity endorser's equity and the brand personification of Pantene and its influence on the purchase intention of the consumers

Presenter

Sana Hasan

Abstract/Description

This research is focused on the brand Pantene, and its celebrity endorsers Katrina Kaif and Shilpa Shetty. Celebrity endorsement through advertisement is a popular method of marketing communications. The customers make a direct link between the endorser and the brand he/she endorses. For this reason, choosing an endorser should involve assessing the compatibility of the image or characteristics of the endorser and those of the brand, and considering whether or not the equity of the brand and that of the endorser complement each other.

Keywords

Brand personification, Pantene, Purchase intention, Celebrity, Brand’s equity

Location

Room S2

Session Theme

Session 3: Services Marketing (Track: The Marketing Mix)

Session Type

Event

Session Chair

Dr. Tek Nath Dhakal, Dr. Mushtaq Luqmani

Session Moderator

Amber Gul Rashid

Start Date

5-5-2012 2:30 PM

End Date

5-5-2012 4:20 PM

Comments

Student Colloquium: Parallel Sessions

Session 3: Services Marketing

Track: The Marketing Mix

Recommended Citation

Hasan, S. (2012). Student Colloquium: Correlation between celebrity endorser's equity and the brand personification of Pantene and its influence on the purchase intention of the consumers. International Conference on Marketing. Retrieved from https://ir.iba.edu.pk/icm/2012/day1/2