Mumbai: Ormax Media, the media research and consulting firm, has conducted a recall study on celebrity-brand association. As per the study, Bollywood actress Katrina Kaif is the most powerful celebrity endorser, at least amongst five top celebrities.

The study was conducted to measure the brand association of Salman Khan, Kareena Kapoor, Katrina Kaif, MS Dhoni and Sachin Tendulkar with the various brands they endorse.

Ormax Media plans to cover other celebrity endorsers such as Shahrukh Khan, Akshay Kumar, Priyanka Chopra and Virat Kohli in the next wave of the celebrity association track.

For the study, 13 brand-celebrity combinations crossed an association score of 15. The score is a measure of the strength of the association. Katrina Kaif takes three out of the top four slots, with Slice being a clear leader followed by Lux and Veet for the Bollywood actress. Salman Khan has only one brand- Wheel making the cut, though Ormax Media believes this is because Salman remains a very selective endorser and most of his endorsements started only recently.

Kareena Kapoor has association score of 23 and 21 for Limca and Head & Shoulders respectively. She also scores 15+ for endorsing Boroplus. Dhoni has found place in the top 13 brand-celebrity association for Pepsi, Lays and Aircel while Tendulkar occupies two positions for Boost and Pepsi.