celebrity effect

Volume 4 Issue 1 January 2015 ISSN 2277-8098 APJMER

Asia Pacific Journal of Management & Entrepreneurship Research (APJMER) 63 | P a g e

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Contents

Asia Pacific Journal of Management and Entrepreneurship A Scholarly, Double Blind Peer Reviewed, Bi-Annual, Open Access, Online Research Journal

Volume 4, Issue 1

January 2015

ISSN 2277-8098



Sr.

No

Title & Name of the Author (s)

Page No

1 Micro Finance: Driver for Sustainable Economic Development Dr. Punit Kumar Dwivedi, Dr.

R.K. Sharma

1-14

2 A study of approaches to make sales compensation a powerful tool for driving sales performance

Amit Bhadra

15-31

3 Showing the Mirror to Indian Business and Actualizing CSR Initiatives Jayashree Sadri, Richa

Sharma

32-62

4 Celebrity Star Association for Tacit Endorsement of Brands in Entertainment Context - An

Experimental Study K.Ravi

63-88

5 A Study of Factors- Affecting Work-life Balance of Women Employees Working in Public and

Private Sector Banks of Rajasthan Dr.Niharika Maharshi, Ms Richa Chaturvedi

89-107

6 Electronic Banking Services in India – A Case Study of Gautam Budh Nagar, Uttar Pradesh –

Delhi NCR Dr. Kamal Gulati, Dr. Sunil Kumar Kadyan

108-126

7 The Role of Accounting in Financial Crisis Nader Naghshbandi, Robert Mosomi Ombati,

Vahid Khosravi

127-137

8 Inclusive Education- A Case Study of Ankur Vidya Mandir Dr. Alpana Vaidya 138-157

9 Human Rights and Environment Prof. V.Nagaraja

158-171

10 Corporate E-Learning R. Suhasini, Dr. T. Suganthalakshmi

172-198

11 A Study on HRD Practices among Multi Specialty Hospitals in Madurai Dr.P.Uma Rani,

Dr.N.Muthukumar, K.Dheenadhayalan

199-207

12 Decision making behaviour study on factors encouraging Individual Investor for Investment Ms. R.

Suyam Praba, Dr. K. Malarmathi

208-230

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“Celebrity Star Association for Tacit Endorsement of Brands in Entertainment

Context - An Experimental Study”

K.Ravi

ProfessorMarketing

NMIMS School of Business, NMIMS University Mumbai ( Bombay) India.

Prof.(Dr.) Rajan Saxena

Vice Chancellor

NMIMS University, Mumbai

Abstract

Brand Placement is growing in importance as a non-traditional or un-conventional strategy to manage

brand pressures or challenges to advertising effectiveness arising out of clutter, consumer reactance

and media cost for building brand awareness. A review of the literature suggests that there are at least

two areas concerning the effectiveness of Brand Placement that require additional research.: (1) The

need for more research using category-cued recall of the brand and un-cued brand name recall as the

basic measure of effectiveness of Brand Placement as the outcome of intent of Brand Placement in

major entertainment media like movies and (2) the need for reassessing the beliefs about the worth of

celebrity or star association (Superstar Vs Normal Actor) and plot connection (High Vs Low) in

Brand Placement effectiveness. To these ends we conducted an experimental study with 8 Brand

Placements in different top ranking movies, all shown to the same audience with regular movie going

habit and their post viewing responses to a questionnaire were analysed. This paper concluded that the

superstars do not make a difference compared to ordinary actors with regard to effect on category-

cued recall and un-cued brand name recall. The finding that Actors outperform Superstars assumes

importance in the context of maximizing the Brand Placement’s effectiveness for a given cost and will

encourage the growth of practice of Brand Placement.

Keywords: Brand Placement, Advertising Effectiveness

Introduction

The challenge of advertising effectiveness is ever increasing. Clutter, Consumer Reactance and Cost

affect building brand awareness and brand equity (Nelson & Devanathan N 2006, Mord & Gilson



1985, Webb 1979)). Clutter reduces the effectiveness of an organization’s investment and creativity

(Aaker & Donald, 1985) due to the fact that an advertisement has to compete not only with other

advertisements but also with the channel promotional messages or non programming content to seek

audience attention (Webb 1979). Responding to the need to break through advertising clutter in unique,

effective and meaningful ways, advertisers are fuelling the growth in product placements, as it offers

celebrity association and plot connection for a contextual reference, and following the trend there is a

renewed interest among academicians ( Wilson & Till 2011). The need for further research on the topic

of Brand Placement is great even though good amount of work has been done in this area (Taylor

2009). A review of the literature suggests that there are at least two areas concerning the effectiveness

of product placements that require additional research.

First, much of product placement research gathered to date has been about Brand Placement itself that

is, its characteristics, definitions, modality (Law & Braun 2000, Russel 2002) type of programme

(d’Astous &Seguin 1999, Roehm, Roehm & Boone 2004) , using student samples (Balasubramanian

et al. 2006;, Sung et al. 2009).Van Reijmersdal et al. (2009), in a quantitative review of 57 Brand

Placement studies found that most academic work has focused on attitudes towards placements and that

studies pertaining to Brand Placement effectiveness in terms of brand recall and brand attitude are less.

This study will address this research gap by assessing the effectiveness of Brand Placements as

measured by category-cued brand name recall, un-cued brand name recall as the outcome of intent of

Brand Placement.

Second, research indicates that the beliefs about the worth of celebrity or star association and plot

connection in Brand Placement has to be re-considered and re-assessed (Karrh, McKee & Pardun

2003, Russel 2005), as all celebrities and plot connections are not equally effective. Previous research

through content analysis has identified two levels of celebrity status associated with Brand Placement

namely Superstars (Principal Actors) and ‘normal’ Actors (Kandhadai 2010). It has been found through

the review of research that Modality interacts with plot connection (Russel 2002). Interaction is the

interplay between two factors due to which the end results may differ. More importantly there could be

interaction between the celebrity associated with the brand and plot connection. In this study this gap

has been addressed.

For this study, we chose feature film as the media vehicle as it represents the largest category of

research (van Reijmersdal et al. 2009) and therefore offers more research base and opportunities of



comparison (Wilson & Till 2011). Much of the study conducted so far has been mostly laboratory-

based, relying on student samples and partial movie or television clips. The lack of studies with

complete theatrical effects and not totally depending on student sample represents an area of

opportunity though with partial movie clips enabling us to conduct research in the actual marketing

environment of clutter. According to McGrath and Brinber (1983) both the laboratory and field

research studies are important in developing sound theory. In an effort to address the two

aforementioned issues, we have conducted an experimental study in a theatrical setting with the

objective of assessing the effectiveness of Brand Placements as measured by category-cued brand name

recall and un-cued brand name recall as the outcome of intent of Brand Placement.

Review of Literature

Brand Placement is brand in entertainment content to influence audience and consistent with Russell

and Belch (2005) and Wilson and Till (2011), we define Brand Placement as the purposeful

incorporation of a brand into an entertainment content. Brand Placement is accepted by the audience as

they were tired of traditional commercials and would prefer less obtrusive advertising tools such as

Brand Placement (Brennan & Babin 2004). Brand Placement appeared natural to audience, as

consumption symbols are often used to enrich the plot, theme, characters in movies and provide a sense

of realism to a set or help to establish a movie or television show’s time period (Balasubramanian et al.

2006). Brand Placements are often used by movie producers to offset production costs (Karrh 1998). It

offered an additional method to gain brand exposure and have the potential to be persuasive due to

implied character endorsements (Babin & Carder 1996, Smit et al. 2009). Previous Research on Brand

Placement has consistently proved the effectiveness of brand recall under various conditions and

methodologies (Steortz 1987, Nebenzahl & Secunda 1993, Ong & Meri 1994, Baker & Crawford 1995,

Vollmers and Mizerski 1994, Karrh 1994; Babin & Carder 1996, Steortz 1987). Brand Placement is a

professional practice, however, as many are also serendipitous and opportunistic (Chang et al. 2009).

Research also confirmed that brand recall from Brand Placement exposures was improved when

employing more than one modality, i.e., visual and verbal ( Balasubramanian 1994, Karrh 1994)

proving the dual code theory which holds that audio visual codes are likely to be coded both by words

and visual increasing the chances of retrieving the placement from memory (Brennan & Babin 2004,

Law & Braun 2000). The size of the brand depicted, number of mentions, duration on the screen and

the strength of placement modality, as in integrated plot connection or displayed in the background,



played a role in Brand Placement effectiveness ( Babin & Carder 1996, Bhatnagar, Aksoy & Mlkoc

2004, Gupta & Lord 1998, Law and Braun 2000, Russell 2002, Alan 2006). The positive and

significant role of length and frequency in brand recall was also reinforced by Stephen and Kenneth

(1998). It was also noticed that Brand consciousness (Nelson & Devanathan 2006) had positive effect

on brand recall. However prior exposure and product category familiarity provided less significant

results though familiar brands are expected to draw more attention (Baker & Crawford 1995) and

favorably regarded brands are expected to have a high brand equity (Keller 1993). The need for brand

placement effectiveness still exists. Though our understanding of audience reaction toward brand

placement is growing, studies on Brand Placement effects are relatively scarce, disconnected (Eva et al

2009) and even contradictory (Balasubramanian 2006).

Another important factor that contributes to brand placement attractiveness is the possible tacit

endorsement in an entertainment context by celebrities. Celebrities are publicly known persona for his

or her achievements in areas other than that of a product class endorsed (Friedman & Friedman 1979).

Celebrities enjoy high profiles and glamorous images in the eye of the public (Russel 2006).

Celebrities achieve larger than life image due to media recognition and public exposure because of their

likeability, physical attractiveness and unattainable beauty (Marshall et al. 2008). Celebrity

endorsement advertisement is growing as never before where in celebrities traditionally have been

chosen as product endorsers because of their similarity to target audiences. (Ohanian 1990). Although

the practice continues as testimonial and endorsements by Celebrities in advertisement, a more

noticeable trend appears in the growth of Brand Placements, a non-traditional method of endorsements,

in movies which offers an attractive mix of Celebrity, Context, Captive Audience and Theatrical effects

(Kandhadai 2010). The use of celebrity in advertising as a tool of advertising strategy for breaking

through clutter and seeking audience attention has been growing (Wilson & Till 2011). This is

particularly important benefit considering the vast amount of advertisements that continually compete

for consumers’ attention (Till 1998). The messages delivered by celebrities draw consumer attention,

reach the audience and generate high degree of recall (Erdogan 1999). Celebrity endorsers also appear

to help products stand out from the competition, hold attention and make ads more memorable, as well

as enhancing brand awareness (Shane 2008). Though literature review highlights a number of empirical

investigations that have examined the effectiveness of using spoke persons with respect to

communication and audience reception, the study with respect to celebrity effectiveness and plot



connection in the context of Brand Placement is negligible or almost nil. This gives an opportunity to

address the need gap.

Hypotheses

Celebrities

The attractiveness model (McGuire 1885) proposes that the effectiveness of the communicator

depends on the source’s “likeability”, “familiarity”, and “attractiveness “. Celebrities enjoy wide

recognition by media and the public because of their likeability and attractiveness and exposure to

public builds familiarity and popularity. Ohanian (1991) acknowledges a familiar and popular person’s

ability to create awareness and initial interest for a brand communication. In the celebrity endorsement

context, familiarity has been defined as ‘knowledge of the source through exposure’ (Erdogan 1999, p.

299) and Likeability is defined as ‘affection for the source as a result of the source’s physical

attractiveness and behavior’ (Erdogan 1999, p. 299). All cultures place a premium on physical

attractiveness (Erdogan 1999). Some authors suggest that physically attractive celebrities as a predictor

of advertising effectiveness (Till & Busler 2000) and is an important indicator of effectiveness (Chao et

al. 2005). In general physically attractive celebrities are viewed more favorably than their less

attractive counterparts (Kahle & Homer 1985). A study by Joseph (1982) concluded that attractive

endorsers have a more positive impact on the products they endorse than less attractive endorsers.

In some studies, celebrity familiarity and likeability are treated as if each were analogous to

attractiveness (Kahle & Homer 1985). Each celebrity attribute may, in fact, be subsumed within the

Likeability construct. The review of research also highlighted the importance of Trustworthiness for

source credibility (DeSarbo & Harshman 1985, Baker & Churchill 1977) and much of the literature

supports the positive effect of trustworthiness on effectiveness (Chao et al. 2005). Trustworthiness

typically includes the items trustworthy, dependable, honest, reliable and sincere (Ohanian 1991).

Hovland Janis and Kelly (1953) defined trustworthiness as the degree of confidence in the

communicator’s intent to communicate the assertions he considered most valid. Miller and Baseheart

(1969) found that a highly opinionated message from a highly trustworthy communicator produces an

effective attitude change, while non-trusted communicators’ impact proved immaterial. Perceived

communicator trustworthiness has also been shown to produce a greater attitude change than perceived

expertise (McGinnies & Ward 1980). Thus, Consumers evaluate the celebrities differently on

trustworthiness (Hovland 1951) as the more trustworthy source provides them acceptance, favorable



disposition, perceived supportive climate and psychological safety (Giffing 1967).

Based on the above theoretical foundation it is clear that celebrities’ ability to influence differ due to

various factors as in their perceived Likeability (Familiarity and Attractiveness) and Trustworthiness.

Therefore it will be erroneous to assume that all celebrity endorsements will be equally effective.

Interestingly, it has been noticed that Film Celebrities, both Superstars and “normal” Actors who are of

two different levels or status, have associated with Brand Placement in feature films and deliver the

brand messages. A content analysis carried out in the previous research found that brands are placed in

the motion picture scene contexts in association with Superstars and ‘normal’ Actors and the brands

are observed to be in plot connection which are high or low (Kandhadai 2010). In general Superstars

are more likeable (familiar and physically attractive and trustworthy due to more exposure, box office

hits, and fan following and larger than life image. Cultural values and communication styles influence

advertising persuasion (Aaker & Maheswaran, 1997). They are likely to influence the way Indian

consumers process Brand Placements (Nelson & Devanathan, 2006). The cultural dimension of power

distance, where Indians score high, demonstrates that status and knowing one’s place in the hierarchy,

are important (Hofstede, 2001) and they look up to successful people in the hierarchy, such as

celebrities as role models. India conforms to this pattern ‘where movie superstars are elected officials,

Chief Ministers of State and where even temples are constructed for some of them (Venkatesh and

Swamy 1994, p.219). Therefore in the Brand Placement context the status of celebrities, whether

superstars or normal Actors, whom the audiences like and trust most may be effective and may resonate

well with the consumers (Nelson &Devanathan N 2006). The underlying assumption to engage the

Superstar as an endorser in Brand Placement in a feature film could be that film actors more exposed,

more likeable and more trustworthy than others could benefit from positive perceptions by consumers

that may, via a transfer mechanism (McCracken 1989), benefit the product. Therefore it is expected that

there could be a difference between the Superstars and normal Actors with respect to Likeability and

Trustworthiness which could create a difference in turn with respect to influencing the audience.

Superstars have created the meanings that have become their property by their intense performance in

public stage and media. Such configuration of special meaning each celebrity brings is far more than

that of an anonymous model or a normal actor who can at best deliver demographic information of

gender, age and status (McCracken 1989). The consumers make the consumption of such meaning from

the ‘super consumer’ the celebrity and make those meanings useful and relevant and appropriate those



meanings in their life (McCracken 1989). Therefore it will be erroneous to assume that all celebrities

are equal with respect to their effectiveness (Brand Name Recall and Attitude) in Brand Placement. In

addition to the above mentioned theoretical foundation, the practitioners’ concern, of expensive

celebrity fees for Superstars have made the task of choosing the right celebrity association challenging

(Kandhadai 2010). This gives an opportunity to create the contrast, hypothesize and research that in

Brand Placement who is more effective or who adds more value– Superstar or Normal Actor?

Plot Connection

Brand placements connected to the plot, are thought to increase recall because viewers find their

association to the storyline unexpected (van Reijmersdal et al. 2009). When there is plot connection,

the brand is central to the scene context and the actor may interact with the brand. The scene may have

a verbal mention of the brand name or a brand message from the associated celebrity. Whether or not a

celebrity interacts with a brand is another characteristic that may act to increase the opportunity to

process product placements. An actor that interacts with a brand is likely to attract viewer attention to

the product, thereby increasing recall (Gupta & Lord 1998). Even if there is plot connection if the cue

of actor interaction is weak that may make the intensity of plot connection high or low. In a field study

of internet video games, Cauberghe and DePelsmacker (2010) found that when brands were a central

part of the game and moved around the screen in such a way that gamers had to catch the brand logos

(prominent placements), brands had higher recall than subtle placements. Research indicates that the

beliefs about the worth of plot connection and star association has to be re-considered and re-assessed

(Karrh, McKee & Pardun 2003, Russel 2005). No study assessing the recall of brand placements has

explicitly analysed the impact of actor involvement on recalls and plot connection; consequently, this

represents an opportunity for analysis. Thus contrasting the actors as Superstars and ‘normal’ Actors

and Plot Connection as high and low four null hypotheses have been formed for this study to assess the

impact of the endorsements.

Ho1: There is no difference between Super Star and Actor within High Congruence with regard to

effect on Category-cued brand name recall.

Ho2. There is no difference between Super Star and Actor within Low Plot Connection with regard to

effect on Category-cued brand name recall.

Ho3: There is no difference between High Plot Connection and Low Plot Connection within Superstar

with regard to effect on Category-cued brand name recall.



Ho4: There is no difference between high plot connection and low plot connection within Actor with

regard to effect on Category-cued brand name recall.

Ho5: There is no difference between Super Star and Actor within High Congruence with regard to

effect on non-cued (unaided) brand name recall.

Ho6. There is no difference between Super Star and Actor within Low Plot Connection with regard to

effect on non-cued brand name recall.

Ho7: There is no difference between High Plot Connection and Low Plot Connection within Superstar

with regard to effect on non-cued brand name recall.

Ho8: There is no difference between high plot connection and low plot connection within Actor with

regard to effect on non-cued brand name recall.

The Study

To study which of the four combinations in Brand Placement with verbal mention-Superstar in High Plot

Connection, Superstar in Low Plot Connection , Actor in High Plot Connection or Actor in Low Plot

Connection effects the category-cued brand name recall among the target audience, 8 Brand Placements

from different movies, representing two per situation, were chosen by an independent panel from a

collection of 16 clips, edited into DVD clippings, shown to the target audience in a theatrical setting and

their post viewing responses based on day after recall were analysed. A model that will reflect current

currency of celebrities in terms of recent successful performance is chosen to define Super stars so that

the findings are useful to practitioners as well. For this purpose Box Office India web site

(www.boxofficeindia.com) is chosen as the source of information. A Superstar is defined as the one who

has featured as Principal Actor in any of the top 3 hit movies (in terms of the box office collection)

during the period 2004 to 2008. ‘Principal actor’ is one who is the main actor in the movie and the

celebrity’s name is mentioned first in the movie credit line. All the movie artists who do not come under

the above given definition of super star are categorized as ordinary Actors. Plot connection is where the

placed brand is central to the scene context. A plot connection will be characterized by a good fit to the

story line or the scene, a verbal mention of the brand name, and celebrity interaction with the brand. In

this study all chosen brand placements had verbal mention indicating that they have a connection to the

scene but the presence of or absence of Celebrity interaction and the fit was different making the scenes

high or low in plot connection. The controlled variables for the study are the duration, frequency, gender

of the endorser, verbal mention and product category. All the 8 brand placements chosen have verbal



mention with male endorsers. The duration of the scenes are controlled by editing the movie clips to the

same duration. The frequency of brand placement remains the same as in one scene only. All the 8

brands have been chosen to be non-competing consumer non-durables. All these factors were confirmed

by an independent panel. The intervening variables in this study are gender and Brand Salience. For

Brand Salience those who chose a brand as Salient is separated from the target audience and studied

against those who did not choose a brand as salient. Eight movie clips with Brand Placements satisfying

the requirements were selected through a systematic scanning process by the rankings. They were edited

to the same duration of 5 minutes and 40 seconds. It must be stated here that care was taken to ensure

that the edited portion did not hamper the flow. Multiple sets of the DVDs were prepared with the

clippings arranged in random order. Each DVD prepared had 12 clippings which included the 8 selected

for the study but all arranged in a random order. An independent 10 member panel was set up for the

purpose of giving their unbiased decision with regular movie goers (at least one movie per month in a

theatre). 16 clippings of scenes from different movies representing four per situation as per requirement

were shown to the panel. After viewing, the members concluded that 8 of the movie clips qualified

beyond doubt and all the chosen clippings had verbal mentions by male endorsers, included comparable

consumer non-durable non competing brands. The Panel members also classified the scenes as High and

Low plot connections. They also confirmed the label of the associated celebrities as Superstar and Actor

as per the operational definition. The eight movies chosen are: Boothnath, Krrish, No Entry, Yaadein,

Jane Tu Ya Nane Na, Virrudh, Welcome and Phir Hera Phiri. The eight brands placed are namely Maggie

Noodles, Bournvita chocolate drink, Barista, Pass Pass mouth fresheners, Coke beverage, Elf Engine Oil,

Dominos Pizza and Parle G biscuits. The celebrities are: Shah Rukh Khan, Hrithik Roshan, Salman

Khan, Imran Khan, Sanjay Dutt, Nana Patekar and Paresh Rawal.

The following Figure 1 and 2 represents the four situations and the two brands under each situation and

the independent, dependent and intervening variables.

Figure 1: Research Design: Four situations with 2 brands



Figure 2: Independent, Dependent and Intervening variables. About here

Stimulus Response Model

The stimulus response model is a standard research methodology used in media studies. A number of

researchers (Brennan & Babin 2004, Gupta & Lord 1998, Karrh 1994, Law & Braun 2000; Vollmers &

Mzerski 1994) preferred to use short film clips. In this research too, the standard methodology of

stimulus-response model and DVD clips were used. The study was conducted in a theatre setting. They

were given the questionnaires the following day and collected.

Sample

It is a common way to target youth market through product placement (Wikepedia). Globally it is known

that youth are the dominant movie going audience. India is currently the youngest nation in the world

with 65% of its billion plus population under the 35 years age group According to India Brand Equity

Foundation the young India is the driving force for Indian consumerism and large percentage of this



youth is urban. Further, the median age for India’s youth is also one of the youngest in the world. As

against 35 years in USA, 41 years in Japan and 30 years in China, the median age for India’s youth is

roughly 24 years The estimates state that India adds around 3 million young earners in the age group 20-

24 annually. Indian youth shop from a hedonic perspective and they importantly serve as new product

information seekers (Kaur & Singh,2007). The sample of youth audience adds value to the relevance of

the study. The sample unit chosen for the study is in the age group of 20 to 30 both male and female

from two cities namely Mumbai in western India and Chennai from southern India to give a national

representation. Both Chennai (Kollywood) and Mumbai (Bollywood) produce majority of the movies in

India and are also the two large cities leading the multiplex theatre viewing. The target audience was

invited to participate in the research through an invitation put on the notice board of various clubs in the

two cities. Those who wanted to participate in the research were requested to fill an ‘Invitation Screening

Form’ that asked for contact, demographic and movie going habits. The age group 20 -30 years and the

movie going habit of at least one Hindi movie per month was the secret criteria for the selection of the

volunteers for the study. 198 random applications were qualified to be the target audience. The sample

composition is given in Table 1.

Table No. 1: Sample Composition

SAMPLE MALE FEMALE

MUMBAI 108 66 42

CHENNAI 90 46 44

TOTAL 198 112 86

The Research Instrument

The survey had two separate questionnaires. The first one asked for the unaided recall. The second one

asked for the category cued recall. The various product category prompts included are

beverage/food/snacks, restaurants/retail, engine oil, health supplements,

personal/soap/shampoo/cosmetics/hair oil/toothpaste, mouth-freshener, automobile/transportation,

http://www.emeraldinsight.com/search.htm?ct=all&st1=Pavleen+Kaur&fd1=aut&PHPSESSID=7thrslbkdvnbb9p4g0htsk18t2



fashion apparel/accessories, media/TV/Newspapers, aviation, infrastructure, telecommunication, and

travel/leisure.

Results-Category-cued Brand Recall

The recall data was subjected to the test of significance of hypothesis with respect to the four situations

namely Super Star-Actor-High Plot Connection - Low Plot Connection. In this the extent of influence of

the two Celebrity Groups and two Plot Connection Groups on the dependent variable category-cued

recall was tested with a ‘z’ test. Each of the hypotheses was tested with respect to the 5 intervening

variable segments namely: All Sample, Gender-Male and Female and Brand Salience- Salient and Non

Salient (Table 2). A pattern of results was found rejecting the Ho1 and Ho2. Actors effect category-cued

recall more than or equal to Super Stars in both High and Low Plot Connection situations. With respect

to Plot Connections, in case of Actor situations there was no difference between High Plot Connection

and Low Plot Connection in all the five intervening segments. However the Superstar situations the

results are mixed. While in intervening segments namely all-sample, male and salient groups Low Plot

Connection was higher than High Plot Connection, in case of female and non-salient segments there is

no difference between Low Plot Connection and High Plot Connection. Considering that in Actor

situations there was no difference between Low and High Plot Connections and in Superstar situation of

the five in two segments there was no difference between High and Low Plot connection, it can safely be

concluded that there is no clear difference between High and Low Plot connection with respect to

category-cued recall.

Table No.2: Effect – Category-cued Recall-‘z’ test

Extent of Influence of the two Celebrity Groups and two Plot Connection groups on the Dependent

Variable-Aided Recall within Intervening Variable Segments

Note: Comments within each cell relate to (1) the relative influence of the two Celebrity Groups,

namely, Super Star (SS) and Actor (A), within High Plot Connection (HPC) and Low Plot Connection

(LPC) situations. (2) The relative influence of the two Plot Connection groups namely High Plot

Connection (HPC) and Low Plot Connection (LPC) within Super Star (SS) and Actor (A) situations

Intervening Variable HPC situation LPC situation SS situation A situation

Segment



Group Recall of

Brand Name

Recall of

Brand Name

Recall of

Brand Name

Recall of

Brand Name

All Sample Ho1Reject Ho2Reject Ho3 Reject Ho4 Accept

A>SS

85.35

96.72

A>SS

92.17

98.48

LPC>HPC

85.35

92.17

LPC=HPC

96.72

98.48

Ho1Reject Ho2Reject Ho3 Reject Ho4 Accept

Gender Male

A>SS

83.04

96.88

A>SS

91.96

98.21

LPC>HPC

83.04

91.96

LPC=HPC

96.88

98.21

Ho1Reject Ho2Reject Ho3 Accept Ho4 Accept

Female

A>SS

88.37

96.51

A>SS

92.44

98.84

LPC=HPC

88.37

92.44

LPC=HPC

96.51

98.84

Ho1Reject Ho2 Reject Ho3 Reject Ho4 Accept

Brand

Salience

Salient

A>SS

80.65

96.23

A>SS

92.16

98.62

LPC>HPC

80.65

92.16

LPC=HPC

96.23

98.62

Ho1 Reject Ho2 Reject Ho3 Accept Ho4 Accept

Non Salient

A>SS

93.24

96.90

A>SS

92.17

98.32

LPC=HPC

93.24

92.17

LPC=HPC

96.90

98.32

Situations: High Plot Connection

(HPC)

Low Plot Connection

(LPC) Super Star(SS) Actor (A)

Ho1

There is no difference

between Superstar

and Actor within High

Plot Connection

SSHPC vs. AHPC

Ho2


between Superstar

and Actor within Low

Plot Connection

SSLPCvs ALPC

Ho3


between High

Plot Connection and

Low

Plot Connection within

Superstar

SSHC vs SSLC

Ho4


between High Plot

Connection

and Low Plot

Connection

within Actor

AHC vs. ALC

Pattern A>_SS A>SS No clear Pattern LC=HC

Distraction Effect



Literature indicates that celebrities distract due to their physical attractiveness. One can expect that after

aiding with the category cue the proportion of recall for all the four brands to be equal, if there is no

distraction effect. The presence or otherwise of Distraction Effect of Superstars was tested by comparing

the proportions recalling (Category-cued) all four brands among the two Celebrity groups – Superstars

and Actors. If the proportions are equal (statistically non-significant difference) it can be concluded that

Distraction Effect among Superstars is absent. Within ‘All Sample’ segment and within each of the two

Celebrity groups ‘Category-cued Recall’ proportions were obtained for those who recall all four brands,

only three out of four, only two out of four and only one out of four. The results are presented in Table 3

below.

Table No.3: Distraction effect based on aided recall

Celebrity 4/4 3/4 2/4 ¼

Super Stars 62.63% 30.81% 5.56% 8.59%

Actors 90. 91% 8.59% 0 .51% 0%

It can be seen from the above tables (Table No. 3) that 91% of audience recalled all four brands

associated with Actors while only 63% of the audience recalled all four brands associated with the Super

Stars. A ‘z’ test conducted to test the significance of hypothesis rejected the null hypothesis “there is no

difference between super stars and actors with respect to the proportion recalling all four brands”. It is

therefore proper to conclude that the distraction effect may be attributable to Superstars.

Effect on Unaided Recall

The Unaided Recall data was subjected to the same test procedures as those adopted for Aided Recall

data. The extent of influence of the two Celebrity groups and the two Plot Connection groups was tested

using ‘z’ test within each of the five intervening variable segments – All Sample, two Gender groups and

two Salience groups. (Table No.4). Actors effect unaided recall more than or equal to superstars in both

High and Low Plot Connections. With respect to plot connection, in actor situation High Plot Connection

was more effective than Low Plot Connection in all five situations. However in case of Superstar

situation of the 5 intervening-segments in 3 there was no difference between High Plot Connection and



Low Plot Connection. Therefore it is safer to assume that there is no difference between Low Plot

Connection and High Plot Connection in Superstar situation. Thus there is no clear pattern with respect

to plot connection considering all the situations together. Overall, considering the results of both the

category-cued recall and unaided recall, it can be seen that of the total twenty situations there was no

difference between High Plot Connection and Low Plot Connection in ten situations and High Plot

Connection was greater than Low Plot Connection in seven situations. In three situations Low

Congruence was greater than High Congruence. Thus there is no clear pattern considering the recall

situations as a total. In conclusion it can be said that having a higher status celebrity namely Superstar as

the brand spokesperson in Brand Placement is no automatic guarantee for effectiveness as they could

have a distraction effect and the belief that High Plot Connection adds more value in Brand Placement

effectiveness than Low Plot Connection is to be reassessed. Actors have clearly emerged in this study as

the celebrity persona who added more value in Brand Placement.

Table No 4: Effect-Unaided Recall – ‘z’ test

Extent of Influence of the two Celebrity Groups and two congruence groups on the Dependent

Variable-Unaided Recall within Intervening Variable Segments

Note: Comments within each cell relate to (1) the relative influence of the two Celebrity Groups,

namely, Super Star (SS) and Actor (A), within High Plot Connection (HPC) and Low Plot Connection

(LPC) situations. (2) The relative influence of the two plot connection groups namely High Plot

Connection (HPC) and Low Plot Connection (LPC) within Super Star (SS) and Actor (A) situations.

Discussion and Conclusion

The findings of this study are important to both theory and practice for several reasons. This study is

one of the first few studies conducted in the area of celebrity effectiveness in Brand Placement. Our

study also adds to the limited pool of research using category-cued brand name recall as a method of

measurement of the Brand Placement effectiveness.

First, Research indicated that the beliefs about the worth of celebrity or star association and plot

connection in Brand Placement has to be re-considered and re-assessed (Karrh, McKee & Pardun

2003, Russel 2005), as all celebrities and plot connections are not equally effective. This study clearly

highlighted the counterintuitive finding that Actors outperformed Superstars with respect to both

Category-cue Brand Name Recall and Unaided Brand Name Recall. This has justified the theoretical



doubt whether all celebrities are equally effective and the concern that the worth of celebrities need to

be re-assessed for better understanding.

Second, the learning from this study is that having a Superstar as a brand spokesperson in Brand

Placement is no automatic guarantee for effectiveness. The usage of a star superlative to influence the

target audience and the belief that attractive endorsers have a more positive impact on the products

they endorse than less attractive endorsers (Joseph 1982) has been questioned by the findings of this

study.

Third, the belief that Superstars are physically attractive and therefore will be more effective in

endorsements was clarified by research that attractive celebrities attract attention for sensory or luxury

products only (Friedmen 1984). For attractiveness unrelated product categories, to seek attention

recognizable celebrity personalities only matter (Kahle & Homer 1985). This study confirms that

Actors who are recognizable celebrities have outperformed the Superstars in effectiveness in-spite of

the fact that they are not as physically attractive as Superstars. This is also in line with the emphasis by

Kahle and Homer (1985) and confirms that when the products are attractiveness unrelated, the impact

of celebrity attractiveness upon product and ad evaluations may be at best minimal. For attractiveness

unrelated products attractive celebrities attract attention to themselves and not to the brand. This study

confirms the celebrity distraction effect. We may find a parallel to this finding in a theory of the effects

of music in advertising, by Hecker (1984), suggests that music may unduly attract attention to itself at

the expense of processing the core message in marketing communications.

Third, Brand placements connected to the plot, are thought to increase recall because viewers find their

association to the storyline unexpected (van Reijmersdal et al. 2009). In a field study of internet video

games, Cauberghe and DePelsmacker (2010) found that when brands were a central part of the game

brands had higher recall than subtle placements. This study however did not find a pattern wherein the

High Plot Connection outperformed the Low Plot Connection in Brand Placement effectiveness. The

finding was equivocal and there was no difference over all between the High Plot Connection and Low

Plot Connection. An actor that interacts with a brand is likely to attract viewer attention to the product,

thereby increasing recall (Gupta & Lord 1998). Assuming that the belief that High Plot Connection is

more effective, the future studies may assess the impact of Product usage situations and interaction by

celebrities in High and Low plot connections situations.

Managerial Implication



According to Till (2011), principally those product placements with combined audio-visual

presentations, that are prominently displayed, have actor involvement, and verbal mention, are recalled

at a significantly greater rate than those placements that do not. In this study we found that

effectiveness of brands placed prominently with verbal mention in audio visual mode differed with

respect to the status of the endorser. The common knowledge that Actors cost less than Superstars

coupled with Actors effectiveness will encourage brand managers to opt for Actors than Superstars in

Brand Placement. The belief that the star is the message has been challenged by this finding and the

study has made it clear that having a Superstar or having a salient brand is not an automatic guarantee

that the brand placement will be effective as this study has indicated that Actors outperformed

Superstars for both salient and non salient brands.

Direction for future research

This study gives lead for several fresh studies.

First, literature indicated that consumes are more motivated to pay attention to advertisements for well-

known brands and favorites (Baker & Crawford1995, Karrh 1994). This study brought to light that an

unknown brand Elf Engine Oil. which scored 0 in the salience rating by audience, recorded the highest

unaided recall of 92% , while Maggie and Barrista both salient scored only an unaided recall of 44%

and 45% respectively. This implies that Salience is not an automatic guarantee that Brand Placement

can be effective. Future research may re assess this.

Second, product usage or consumption puts both the actor and brand in action. When this action is

realistic and believable this may lead to viewer identification with the brand (Andrew & Leonard

2005). The action elaborates the brand message and when the celebrity consumes the brand or is in

usage situation it is likely to be more effective. The reasons for Actor superiority over the Superstars

could be the possible tendency of Superstars to stay away from the brands or Actors perform more

intensely and convincingly in product consumption situations. Future research may study this.

Third, the effect of plot connection between high and low has not depicted a clear pattern in this study.

This may be re assessed.

Fourth, humour produces higher brand recall and positive brand attitude (Zhang & Zinkhan 1991).

Humour attracts attention and strengthens the linkage between association and the brand (Robert Heath

2000). The perceived value of entertainment is likely to generate positive feelings amongst consumers



leading to favourable results towards a brand (Shimp1981). Future research may study the effect of

humor and entertainment with respect to Actors and Superstars in Brand Placement.

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