Celebrity Endorsement and Cultural Orientation as per the Indo-African Perspective

Abstract

In many countries, celebrity endorsement is considered as the most premium form of advertisement where a renowned celebrity such as a popular actor/actress, singer, sports personality, etc. is made the brand ambassador. However, the consumer attitude towards celebrity endorsement is dependent on various cultural aspects. This chapter focuses on the different aspects of celebrity branding through the lenses of the culture and demography of two continents: Asia and Africa. The main focus of the chapter is on India from Asia and South Africa and Nigeria from Africa. In Asian countries like India, companies have been using famous celebrities like movie stars, singers, cricketers, etc. to endorse their brands as are much influenced by the long-term orientation. In African countries the most successful companies believe in establishing an affinity with the consumers by being “the brand of the people” and prefer local celebrities. Thus, the chapter sheds light on the role of culture on the effects of celebrity branding from Indo-African perspective.