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Decoding celebrity life cycle with special emphasis to bollywood stars: A case analysis on Shahrukh Khan Prof. Dr. Kasbekar Mangesh Prof. Dr. Mangesh Kasbekar, Professor, Marketing N L Dalmia Institute of Management Studies and Research *Email: mangesh.kasbekar@nldalmia.edu.in
Online published on 26 August, 2023. Abstract An effort has been made to formulae a celebrity life cycle model, decoding the various phases a celebrity can typically go through in his career. This paper serves the marketers, agencies and advertisers to have a close look wrt which phase the celebrity is falling if in case the celebrity is used for brand endorsements. A celebrity life cycle that has been explained in this paper is a typical model ans can be applied to any form of celebrity be it a movie star, sports or businessman. Here the special emphasis is given on Bollywood stars with a case analysis of Shahrukh Khan. Analyzing his filmography from the data retrieved from IMDB and analyzing the number of box office hits, super hits, blockbusters and flops he has given and analyzing which stage he is currently in and how did he reach here. Top Keywords Life Cycle, Celebrity Endorsement, Bollywood, Moviestars. Top | |
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