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CELEBRITY BRAND ENDORSEMENTS AND ITS IMPACT ON BRAND EQUITY AND BRAND TRUSTWOTHINESS

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CELEBRITY BRAND ENDORSEMENTS AND ITS IMPACT ON BRAND EQUITY AND BRAND TRUSTWOTHINESS

  1. 1. CELEBRITY BRAND ENDORSEMENTS INFLUENCING CONSUMERS BUYING INTENTIONS
  2. 2. Presented by: Rahul Jain-52 Tanay Shah-36 Jayesh Porwal-73 Sudipto Hizli-70 Shad Ansari-63 Sony Mathews-68
  3. 3. Index  Abstract  Introduction  Background of Study  Theoretical Framework  Objective of Study  Research Methodology  Limitations of Study  Data Collection  Findings  Analysis  Conclusion
  4. 4. INTRODUCTION TOOTHPASTE SECTOR IN INDIA INDUSTRY OVERVIEW TOP BRANDS CELEBRITY PRESENCE
  5. 5. ATTRACTIVENES EXPERTISE TRUSTWORTHINESS BRAND TRUST CELEBRITY ENDORSEME NT CONSUMER BASED BRAND EQUITY BRAND LOYALTY PRECEIVED QUALITY BRAND ASSOCIATION THEORTICAL FRAME WORK
  6. 6. QUESTIONNAIRE GENDER: •MALE •FEMALE AGE: •10-19 •20-39 •40 & above Q1.Rank the following variables on the scale of 1 to 8, 1 being the most and 8 being the least noticeable factor in toothpaste? •Quality •Advert •Celebrity Endorsing •Price •Product •Company •Purpose
  7. 7. Q2.Toothpaste products specifically advertised by the celebrities are of good quality? •Strongly Disagree •Disagree •Neutral •Agree •Strongly Agree Q3. Do you think celebrity endorsement makes the toothpaste products more trustworthy? •Yes •No Q4.Would you buy the toothpaste if your favorite celebrity is endorsing it? •Strongly Disagree •Disagree •Neutral •Agree •Strongly Agree
  8. 8. Q5.According to you, do you feel that Celebrity Personality influence Brand Association. •Strongly Disagree •Disagree •Neutral •Agree •Strongly Agree Q.6 Does celebrity switching to competitors have an impact on your purchase of toothpaste? •Strongly Disagree •Disagree •Neutral •Agree •Strongly Agree Q.7 Will the negative image of the celebrity endorser affect your perception towards choosing the toothpaste product? •Yes •No
  9. 9. Q.8 Under which circumstances do you think using celebrity will be most effective in the toothpaste sector? • A- Promoting a new product • B-Promoting a new brand • C-Reinforcing the brand image • D-Changing the brand image • E-Others Q.9 What element should achieve to make you feel that the brand has chosen a suitable celebrity endorser for promoting a toothpaste advertisement? • A-The image of the celebrity and the brand are matched • B-The age of the celebrity and the brand's target customer are matched • C-The celebrity must use the product before • D-The celebrity should possess white and beautiful teeth • E-The celebrity should have expert knowledge in dental care • F-Others
  10. 10. Objectives of study •To understand the consumer based brand equity with demographic aspect considering age and gender of the respondents. •To address the attractiveness and trustworthiness of a toothpaste brand with respect to celebrity endorsement . •To identify the relationship between celebrity endorsement and brand equity. • To understand the impact of celebrity endorsement on the toothpaste
  11. 11. Limitations of Study • Random Sampling • Geographical Dimensions • Psycographical Factors • Demographical Factors • Brand Loyalty=Brand Switching
  12. 12. FINDINGS AND INTERPRETATION
  13. 13. DEMOGRAPHIC FINDINGS GENDER Male, 68 Female, 32
  14. 14. AGE CATEGORY 10-19 yrs, 28 20-39 yrs, 57 40 yrs and above, 15
  15. 15. RANKING ELEMENTS OF PREFERENCE 0 10 20 30 40 50 60 70 80 90 40 and abv 20-39 yrs 10-19 yrs
  16. 16. BRAND QUALITY • HYPOTHESIS • Null Hypothesis: • Ho: There is no significant difference given to perception of quality of toothpaste brands with respect to gender. • Ha: There is a significant difference given to perception of quality of toothpaste brands with respect to gender.
  17. 17. BRAND TRUST 0 10 20 30 40 50 60 Yes No Female Male
  18. 18. • HYPOTHESIS • Null Hypothesis • Ho: There is no significant difference in the age groups towards celebrity endorsement making the toothpaste product more trustworthy. • Alternate Hypothesis • Ha: There is a significant difference in at least a single age group towards celebrity endorsement making the toothpaste product more trustworthy
  19. 19. BRAND ASSOCIATION • HYPOTHESIS • Ho: There is no significant difference in the personality of the celebrity towards brand personality • Ha: There is a significant difference in the personality of the celebrity towards brand personality
  20. 20. BRAND SWITCHING/BRAND LOYALTY • HYPOTHESIS • Null Hypothesis • Ho: There is no significant difference in creating an impact towards celebrity switching to competitors on purchase of toothpaste. • Ha: There is a significant difference in creating an impact towards celebrity switching to competitors on purchase of toothpaste.
  21. 21. NEGATIVE IMAGE OF CELEBRITY 0 10 20 30 40 50 60 70 Yes No Female Male
  22. 22. • HYPOTHESIS • Null Hypothesis • Ho: There is no significant difference in the negative image of a toothpaste celebrity endorser towards choosing a toothpaste brand with respect to age. • Alternate Hypothesis • Ha: There is a significant difference in the negative image of a toothpaste celebrity endorser towards choosing a toothpaste brand with respect to age. TWO WAY ANNOVA
  23. 23. Null Hypothesis Ho: There is no significant difference in the negative image of a toothpaste celebrity endorser towards choosing a toothpaste brand with respect to gender. Alternate Hypothesis Ha: There is a significant difference in the negative image of a toothpaste celebrity endorser towards choosing a toothpaste brand with respect to gender.
  24. 24. Null Hypothesis Ho: There is no significant difference in the negative image of a toothpaste celebrity endorser towards choosing a toothpaste brand with respect to gender and age. Alternate Hypothesis Ha: There is a significant difference in the negative image of a toothpaste celebrity endorser towards choosing a toothpaste brand with respect to gender and age.
  25. 25. CELEBRITY EFFECT ON TOOTHPASTE SECTOR UNDER VARIOUS CIRCUMSTANCES Promoting a new product promoting a new brand Reinforcing the brand image Changing the brand image Others 5 13 22 38 25
  26. 26. REQUIREMENTS IN A CELEBRITY Image of celebrity matching the brand Age of celebrity and target customer Use of product by celebrity himself Celebrity should possess white and strong teeth Expertize of celebrityin dental care Others 15 15 7810 33
  27. 27. CONCLUSION Celebrity brand endorsement doesn’t influence or create an impact on the consumer based brand equity. Companies must not stress on celebrity to enhance the brand equality. Management must work on building and gaining brand trust. Toothpaste brands must make wise decision in choosing a celebrity for projecting their products. They must not switch celebrities on the temporary image that he/she possesses and must focus for the long run. Companies must also work on progressing their product quality brand trust worthiness, brand loyalty through other means other than celebrity endorsement.
  28. 28. Thank you

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