Hi Ravindra, your question leaves me with so many other questions. Are you looking to investigate the impact (negative or positive) in terms of return on investment on a single celebrity engaging in multiple endorsements across different products or categories? or are you interested in a single product that uses multiple celebrities and the resulting impacts on sales? I would expect in either case that your first measure should be sales. But it also depends on whether you are interested in the impact on consumer perceptions of products or celebrities; or the impacts on celebrity identity to 'carry' the endorsement and be convincing; or the impact on return to the company from marketing expenditure; or even the impact on celebrity endorsement identity and the capacity of multiple endorsements to dilute or strengthen that identity... there needs to be much greater refinement in your thinking here...
Thx a lot for your response. I am actually looking for the multiple endorsement scenario of single endorser endorses more than one product. It is being examined as over endrosment in some articles. If you could find any sacle, pls share with me.