Why Celebrity Endorsements Work Differently Around the World
Celebrity power isn't universal. Culture shapes how fame, trust, and authority influence what we buy and who we believe.
Manish Gangwar
Associate Professor of Marketing and the Executive Director of ISB’s Institute of Data Science (IIDS). He specialises in advanced analytical methodologies, including machine learning, econometrics, data science and game theory. His research covers competitive promotions, omnichannel retail, dynamic pricing, and the use of AI in marketing.
Video Summary
Why does a famous face sell better in India than in Germany? This video explores how cultural beliefs around power shape the success of celebrity endorsements. Based on research by ISB Professor Manish Gangwar and co-authors, the study finds that in high power distance cultures, celebrities are trusted figures of authority, even when they're unfamiliar or unrelated to the product. In contrast, low power distance societies value credibility over status. The video unpacks how brands must tailor endorsements to cultural expectations for real impact.
Authored by ISB Editorial