Brm celebrity endorsement

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A presentation on Effect of Celebrity Endorsement on Cellular Phone Product Category using Business research methods

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Brm celebrity endorsement

  1. 1. Effect of Celebrity Endorsement on Cellular PhoneProductCategory Business Research Method Group 4 119278001 Aniket Patankar 119278072 Ankur Basumatary 119278109 Sanchit Korgaonkar 119278113 Ashish Mundawane 119278130 Aritra Mukherjee
  2. 2. • Stage 1 • Define managerial problem. • Develop research problem using theoretical framework. • Stage 2 • Develop the research design • Stage 3 • Collect the information • Stage 4 • Analyze the information • Stage 5 • Present the findings and make the decision. 2 Research Process
  3. 3.  Managerial Decision problem: Which genre of celebrity should we use for endorsing “Cellular Phone and service” product category?  Research Problem: Comparative analysis of endorsement effect of different genre of celebrities on consumer behavior for “Cellular Phone and service” product category? Literature Review: Christian Bergstrom and Rikard Skarfstad (2004), "Celebrity Endorsement - Case study of J. Lindenberg", International Business and Economics programme Stage 1 3 Research Problem
  4. 4. Stage 2 4 Research Design Phase 3 (Quantitative Research) Objective Statistically analyze the relationship between qualitative research outcome Methodology Survey Phase 2 (Qualitative Research - 2) Objective Analyze the current trend of CE and identify different categories of celebrities Methodology Content Analysis of Celebrity endorsements Phase 1 (Qualitative Research - 1) Objective Understand the effect of Celebrity Endorsement on Consumer Behavior Methodology Focus Group Discussion / Laddering
  5. 5. Independent Variables (five different categories) • Film Actor • Film Actress • Cricketer • Other Sports Person • TV Artists Moderating Variables (Tears Model) • Trustworthiness • Expertise • Attractiveness • Respect • Similarity Dependent Variables • Consumer Purchase Intention • Attitude towards Brand • Brand Image Association Stage 3: Outcome 5 Qualitative Research
  6. 6. Stage 3: Survey 6 Quantitative Research Objectives • To establish relationship between celebrity categories and TEARS model. • To find the effect of celebrity Categories on • Consumer Purchase Intention [CPI] • Brand Image association [BI] • Overall attitude towards Brand [OA] Methodology • Survey • Semantic Differential Scale • Total Sample size – 100 • For each category – 20 • Number of celebrities in each category – 2
  7. 7. Stage 4 7 Statistical Analysis - TEARS Model Relationship between celebrity categories and TEARS model. Used MANOVA test Independent variables – Celebrity category Dependent variable – TEARS Analysis: Pillai’s Trace = 0.001 (significant for 95% ) Inference: Celebrity categories differ significantly for TEARS model.
  8. 8. Stage 4 8 Statistical Analysis – Dependent Variable Relationship between Celebrity categories & dependent variables. Used MANOVA test Independent variables – Celebrity category Dependent variable – CPI, BI, OA Analysis: Pillai’s Trace = 0.129 (non-significant for 95% ) Inference: Celebrity categories don’t differ significantly on CPI, BI and OA together.
  9. 9. Stage 4 9 Statistical Analysis – Dependent Variable ANOVAAnalysis Significance level = 0.127 for OA Significance level = 0.028 for CPI Significance level = 0.021 for BI Inference Celebrity categories differ significantly on CPI and BI separately but not on OA Posthoc Analysis For TV Artist CPI and BI are significantly lower than other categories. Inference Apart from TV artists, Other categories Don’t differ significantly on CPI and BI.
  10. 10. Stage 5 10 Findings and Decision Cricketer scores highest on TEARS model among all the categories. Overall Brand Attitude doesn’t depend on celebrity endorsements. CPI and BI are significantly low for TV artists but other categories can not be differentiated. Any category of celebrities can be sought apart from TV artists when it comes to Consumer Purchase Intention and Brand Image Association. Though Cricketers are highly valued personalities among the celebrities, that does not necessarily result a change in the effect of “cellular phone and service” brands on consumers. Findings Decision
  11. 11. Thank You !!! 11

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