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Celebrity Brand Awreness.ppt
1. MEASURING THE IMPACT OF CELEBRITY
ACTIVENESS, CELEBRITY-PRODUCT CONGRUENCY,
CELEBRITY MULTIPLICITY ON BRAND IMAGE
1
1. Dr. Abdullah Malik (Corresponding Author)
Associate Professor
Department of Commerce and Management,
Jain Online, Jain Deemed to be University
2. Dr. Ankur Kukreti
Assistant Professor
Mittal School of Business
Lovely Professional University, Punjab
3. Dr. Arun Kant Painoli
Dean
School of Management Studies
Baddi University of Emerging Sciences and Technology, Himachal Pradesh
4. Dr. Pawan Kumar
Professor
Mittal School of Business
Lovely Professional University, Punjab
2. Aim of the study
2
The objective of this study is to measure the effect of celebrity activeness, celebrity-product
congruency, celebrity multiplicity of sports celebrity endorsement on brand image.
This study was carried on to measure the effect of celebrity activeness, celebrity- brand congruency
and celebrity multiplicity on Patanjali’s brand image.
The current study attempts to understand the direction in using the mix of sports and non-celebrity to
the advertisers and the manager of celebrity relationship. outcome on the brand image from other
dimensions of celebrity/sports celebrity endorsement like celebrity activeness, celebrity- brand
congruency, celebrity multiplicity.
3. Introduction
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1. The building of a brand and its image is an important process that requires inventive strategies
with the passage of time to achieve the objective of the firm.
2. Celebrities are frequently used by brand managers to position their brands and attract consumers.
3. Several researchers provided the information that how the firms are engaging the celebrities in the
promotion of the brands just to create an image in the market (Agrawal and Kamakura 1995;
Erdogan et., al, 2001; Choi et., al, 2005; Venkatesakumar et., al, 2012.
4. The celebrity is a person, who enjoys public recognition and who uses that recognition on behalf
of a consumer good by appearing with it in an advertisement” (McCracken, 1989).
5. The marketer is engaging single best performer of the time to many products of the brands and in
another case, one best performing celebrity is endorsing several brands (Banytė, et. al, 2011).
6. The traits of the celebrities/sports celebrities classified under the management based factors create
a positive brand image endorsed by the celebrities/ sports celebrities (Seno and Lukas, 2007), but
it goes away if there is any negative performance from the side of celebrity/sports celebrity (Hsu
and Donald, 2002; Banytė, et. al, 2011).
4. Theoretical Framework
4
The theoretical framework of Seno and Lucas, (2007) was used for the purpose
of conducting the empirical study.
5. Objectives
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The objective of this study is to measure the effect of management based factors on
brand image.
1. To measure the effect of Celebrity Activeness on brand image.
2. To measure the effect of Celebrity Multiplicity on brand image.
2. To measure the effect of Celebrity Brand Congruency on brand image.
6. Hypothesis
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1. H1: Celebrity activation has positive relationship to the brand image
2. H2: Celebrity multiplicity has positive relationship to the brand image
3. H3: Celebrity- brand congruence has positive relationship to the brand image
7. Data Collection
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1. The street intercept method was used for the collection of data. The under-
graduate students of private Universities were selected with age ranging from
18-24 age for the collection of data.
2. A total of 400 questionnaires were administered, out of which 365 were
returned by the respondents, out of which 4 were excluded as it failed in
attention check. Final sample of 361 were used for the purpose.
3. A self-designed Five-point Likert scale was utilised in measuring the responses
of the respondents.
8. Data Analysis
8
1. The street intercept method was used for the collection of data. The under-
graduate students of private Universities were selected with age ranging from
18-24 age for the collection of data.
2. A total of 400 questionnaires were administered, out of which 365 were
returned by the respondents, out of which 4 were excluded as it failed in
attention check. Final sample of 361 were used for the purpose.
3. A self-designed Five-point Likert scale was utilised in measuring the responses
of the respondents.
13. Data Analysis
13
Chi-square (X2/degrees of freedom) =1.326
Chi-square =31.814
GFI (Goodness of Fit Index) =0.981
NFI (Normed Fit Index) =0.956
CFI (confirmatory fit index) =0.989
RMSEA (root mean square error of approximation) =0.030
P-value =0.000
The fit achieved is the best fit and was within the acceptable level
17. Overview of Findings
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The professional performance of the celebrities and very importantly their usage
in advertisement for multiple brands and also multiple celebs single brand, the
congruency, specifically (right the match-up) may give rise to the brands
significantly in terms of returns so endorsed.
This study can further be extended to measure the brand positioning and
purchase intentions via management based factors to further improve it and
make this interesting and valuable topic.
18. Limitations
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1. Focussed on sample of students only.
2. There is limitation as to the area i.e., the study was conducted at the specific
place; the results of this study cannot comprehensively generalise to the other
places.
3. The biasness of the respondents will always be there which exactly cannot be
predicted behaviourally, on the other hand, extreme care was undertaken at the
time of data collection so that the chance of correct results would be more.
19. Future Scope
19
This study can further be extended to measure the brand positioning and
purchase intentions via management based factors to further improve it and
make this interesting and valuable topic.
