1. A
PROJECT REPORT
ON
IS CEO AS AN INTEGRAL PART OF BRAND IMAGE??
SUBMITTED TO
Prof. PRACHI GUPTA
INSTITUTE FOR TECHNOLOGY AND MANAGEMENT
KHARGHAR
(2011-2013)
SUBMITTED BY-
GAURAV DHINGRA 01
SOMYA PATNAIK 31
GIRIJA DAS 34
KALYANI DANDWATE 36
PRIYANKA SHARMA 40
RITU KHARE 41
SUBHAJIT 258
1

2. EXECUTIVE SUMMARY
The project report topic is “IS CEO AS AN INTEGRAL PART OF BRAND IMAGE”. We defined the
Management Problem and Research problem for the same i.e. CEO is an integral part of brand
image either right or wrong? and What are the Factors affecting the brand image? Is CEO one
of the factors that affect the brand image? For this we made a research design and complete
methodology i.e. Descriptive and Exploratory, Qualitative and quantitative. We also mentioned
the Literature review. Then we did a DATA ANALYSIS of different aspect like sector wise
analysis, personality trait and company’s attributes and applied some tests like spearman’s rank
correlation and chi-square test According to the chi-square test, there is an association
between personalities of the CEO i.e. Narayan Murthy and attributes of the Infosys because
respondents associated simplicity as Narayan Murthy’s prime attribute. According to the
Spearman’s Rank correlation test, There is no association between personality of the CEO i.e
Narayan Murthy and attributes of the Infosys because respondents associated simplicity as
Narayan Murty’s prime attribute. But, they did not associate the same attribute with Infosys.
But, Respondents’ associated “business ethics”,” focus”, “leadership” values with Infosys. And
finally the findings like IT sector CEO’s is the least important factor .After sales services has
been voted as the major constituent of IT sector branding with 33% of votes ,Airline industry
being a core service industry only 6% of the population voted for CEO while 12% focuses on
service quality are mentioned later part of the report and limitations like CONVENIENCE
SAMPLING- some sections remain uncovered(only faculty & students),Generalized topic-
difficult to track in some sectors like FMCG are also mentioned in the later part. Therefore from
the above input and information we completed our project.
2

3. ACKNOWLEDGEMENT
“Anytime you deny the acknowledgement of God you are undermining the entire
basis for which our soul exists”
We have taken efforts in this project. However, it would not have been possible without the kind
support and help of many individuals and organizations. We would like to extend our sincere thanks to
all of them.
We are highly indebted to Professor Prachi Gupta and Neena Nanda for their guidance and constant
supervision as well as for providing necessary information regarding the project & also for their
support in completing the project.
We would like to express our gratitude towards members of our Group No. 3 for their kind co-
operation and encouragement which help us in completion of this project.
My thanks and appreciations also go to my colleague in developing the project and people who have
willingly helped me out with their abilities.
GROUP NO. 3
3

4. CONTENT
Sr. No. PARTICULAR PAGE NO.
1 RESEARCH PROBLEM 5
2 OBJECTIVES 5
3 METHODOLOGY 6
4 LITERATURE REVIEW 8
5 DATA ANALYSIS 11
6 FINDINGS 33
7 LIMITATION 34
8 BIBLIOGRAPHY 35
4

5. RESEARCH PROBLEM
“Defining a research problem is the fuel that drives the scientific process,
and is the foundation of any research method and experimental design,
from true experiment to case study”
MANAGEMENT PROBLEM:
CEO is an integral part of brand image. Right or wrong?
RESEARCH PROBLEM:
1. What are the Factors affecting the brand image? Is CEO one of the factors that affect the brand
image?
OBJECTIVES
1. To study the various factors that affect the brand image and determine if CEO is one of them or
not? And also to what extent?
2. To determine the sector wise influence of the CEO.
5

6. METHODOLOGY
RESEARCH DESIGN
Initially we will move on with the exploratory research as we have to find out the factors that affect the
image of a brand. So we gathered the qualitative data from literature reviews and newspapers. The
abstract of the same has been appended with this. We gathered the factors that affect the brand
image with help of a pilot survey
Following factors were under consideration.
1. Promotion& Advertising
2. Quality
3. Price
4. Availability-Distribution
5. Packaging
6. CEO
7. After sales Service
8. Customer Services
9. Brand Ambassador
10. Positioning of the brand
11. Celebrity association.
12. Product line
13. Tenure of the brand
14. Dominance of a brand in a category
15. Crisis management
We asked the marketing heads as a part of expert opinion survey to rank the above factors as per their
importance. They ranked these factors in each sector and we came out with certain factors that the
experts think are most important
Following were the factors:
 Promotion & Advertising
 Quality
 Pricing
 Packaging
 CEO
 After sales service
 Value added services
6

7.  Number of branches
 Tenure of brand
 Supply chain
 Customer service
Following sectors were considered for the survey:
 IT
 FMCG
 Banking
 Airlines
 Telecom sector
 Electronics
Taking the expert opinion under consideration we surveyed these factors for each sector. A convenient
sample size of 40 MBA students was taken and a survey was conducted. The results of the survey
revealed that not all the consider CEO as an important part of brand image. But there were an average
number of responses that considered it to be important.
Later on we moved on with our objective of finding the influence of CEO’s image and the brand image.
For this another survey was conducted. For this survey, the same sample was asked to come out with
certain personality traits of CEO and certain attributes of the company. Under this survey we asked the
respondents to define the personality of some CEOs like Richard Branson, Narayan Murty, Ratan Tata,
Vijay Mallya, Chanda Kochhar, Indira Nooyi and Steve Jobs. Further we asked them to define the
attributes of companies llike Virgin Group, Infosys,TATA Group, Kingfisher , ICICI, PepsiCo. and Apple.
The objective was to find out if there is any synchronization of the CEO’s image and brand image. And
the results revealed that CEO’s image affect the brand image directly.
7

8. LITERATURE REVIEW
Sr.no NAME OF THE PAPER AUTHOR YEAR METHOD SAMPLE AREA
SIZE
1 The Brandgym, What David 2010 Qualitative 100 Europe,Africa,
makes a brilliant Brand Taylor marketing Asia ,USA and
Leader? peoples latin America
2 Modelling the influence of John 2005 Qualitative More than Ireland
brand trust on the Power 50 knowned
relationship between and Susan research
consumer,CEO & whelan papers
Corporate reputation
3 Which CEO National 2008 Quantitative Assessment Most part of
characteristics and bureau of 316 CEO U.S
abilities matter?, of candidates
economic
research
4 Discover your CEO Suzanne 2011 Qualitative 10 top CEOs Europe, USA
bates from top
companies
5 CEO Overconfidence and Paul 2011 Quantitative 640 firms Europe, USA
Management hribar & and 974
Forecasting holly CEOs
yang
6 Corporate 2005 Qualitative More than U.S, Newyork
Communications: An 100 samples
International Journal, -
Volume 10
7 Top 25 Brand Leaders Fannin, 2004 Quantitative 450 Worldwide
Rebecca corporate survey
and
marketing
executives
8 Can CEO Brand make Kamya 2012 Qualitative N.A India and USA
Companies Fly, March Jaiswal,
2012 The
Economic
Times
8

9. RESEARCH PAPER-1
Objective of the paper was to study the importance of marketing directors vs CEOs and the Findings for the
same is that research confirms that as expected Marketing/Brand Directors have the critical role in leading brand and
business growth, with 64% rating their role as being extremely important.The research also highlights the crucial role played
by the CEO/MD in brand leadership, with over half the panel saying their role was extremely important.
RESEARCH PAPER-2
Objective of the paper was to study the corporate image in every dimension of the brand which will externally
perceived by the consumer and the Findings for the same is that Brand management as a holistic approach to
managing all external images of the organisation (corporate, product & CEO) is of significant interest to both
practitioners and academics alike. It is therefore the aggregate of product brand image, corporate brand
image, and CEO image.
RESEARCH PAPER-3
Objective of the paper was to study the characteristics and abilities of CEO candidates for companies and
Findings for the same is that CEO ratings are strongly positively correlated across characteristics and abilities,
The CEO talents and skills appear to matter in that they are consistently correlated with hiring, investment, and
performance and the limitation was The performance data are coarse and potentially noisy.
RESEARCH PAPER-4
Objective of the paper was to study the effect of CEOs on heir Brands and Findings for the same is that leverage
your unique, personal brand to drive value into your company.CEO’s reputation can account for up to 50% of a company’s
reputation,CEO brand provides an image to the public that describes the CEO as a person and what they stand for, including
their values, abilities and actions. It often evokes an emotional response from the consumer, and offers a human face to the
corporate brand. This in turn allows the public to identify with the company more closely or even build a relationship with
the brand. In other words, it is a personification of the corporate brand.
RESEARCH PAPER-5
Objective of the paper was to study Overconfidence affects the properties of management forecasts and
Findings for the same is that overconfident CEOs are more likely to miss their own forecasts, controlling
for other predictors of ex-post forecast accuracy such as forecast horizon, discretionary accruals, merger
and acquisition activity, and firm performance.overconfidence is associated with forecast form, with
overconfident CEOs issuing more point forecasts and narrower range forecasts.
9

10. RESEARCH PAPER-6
Objective of the paper was to study the Ethical branding and corporate reputation and findings was that
Branding, as part of business, is no exception, It is very important for a businessman is to maximize
returns to shareholders, A brand is itself neither good nor bad. But the value a brand represents and
branding decisions and practice, as a subset of marketing, can be ethical or unethical.
RESEARCH PAPER-7
Objective of the paper was to study the influence of CEO’s image on the brand image, To study the CEO
involvement in branding and findings was that CEOs were judged on the Following criteria:-
1. Customer experience
2. Brand investment
3. Brand value
 Top 3 brands:
1. Dell – Michel Dell, Kevin Rollins
2. Starbucks – Orin Smith
3. Apple Computer – Steve Jobs
RESEARCH PAPER-8
Objective of the newspaper cover story was to know Is Kingfisher better off than the Vijay Mallya and the
Findings for the same was:
The Halo's Shadow effect: The CEO's characteristic trait build the image of the brand. It embodies CEO's personal
value on the brand E.g.: Steve Jobs
1) The Halo effect is not necessarily transitive: The Tata Group has retained its brand equity and same business
Ethics.
2) How much is too much: every business genre needs to define its need of its CEO to embody its brand.
 Should be done when: the CEO represents two core values of the brand, should match the person's core trait.
E.g. Narayana Murthy and Honesty/Simplicity
 Essential for conglomerates and for companies who need to become personal. E.g.: Technology and B2B
sectors.
 Every iconic brand has a story about its CEO and his experience.
10

11. DATA ANALYSIS
SECTOR WISE ANALYSIS
IT SECTOR
12 Promotion and 14 13 Promotion and
10 Add Add
10 Quality 12 Quality
10
8 7 Pricing Pricing
8
6 Packaging
Packaging 6
4
4 CEO
CEO
2 2 After sale
After sale services services
0 1
0 1
Rank 1 Rank 6
As visible in the above bar graph, 13 people out of the sample of 40 people voted that CEO is the least
important factor when it comes to branding of information technology as a sector. Only 7 people
believed that CEO plays a key role in the branding for in the IT major. After sales services has been
voted as the major constituent of IT sector branding with 33% of people voting for it.
Percentage of CEO
1 2 3 4 5 6
18%
33%
14%
23% 4%
13%
11

12. Airline
Quality
Quality 14
14
12 12 Pricing
Pricing
10 10
Availabilty & Availabilty &
8 Distributionupply 8 Distributionupply
Chain Chain
6 CEO CEO
6
4
Customer Service 4 Customer Service
2
2
0 Innovation Innovation
1 0
Rank 1 Rank 4
Aviation being a core service industry 12% focuses on service quality delivered but with Vijay Mallya
welcoming you on board on Kingfisher Airline via video and R Gopi Nath and Naresh Goyal having hob
mobbed with the media hence 6% of the population voted for CEO as a factor in Airline branding.
Percentage of CEO
6 1
20% 13%
2
15%
5 3
20% 4%
4
30%
12

13. FMCG
16 Promotion and 18 Promotion
14 Add 16 and Add
Quality 14 Quality
12
12
10 Pricing Pricing
10
8
8 Availability
6 Availability 6
4 4 Packaging
2 Packaging
2
CEO
0 0
CEO
1 6
Rank 1 Rank 6
In FMCG sector promotion and advertising is ranked as most important factor as the sensitization to
the masses is more due to print and AV media. Hence, inverse relationship is proved for CEO as a factor
in branding in FMCG.
Percentage of CEO
1
6 28%
43%
2
4 4%
5 3
13%
13% 4%
13

14. Electronic
Quality
14 14
12
12 12 Quality
pricing
10 10
8
8 Availability and 8 pricing
6 Distribution/Supp 6 13
ly chain
4 CEO 4
2 Availability and
2 2 Distribution/Sup
Innovation ply chain
0 0
1 4
Rank 1 Rank 4
In the electronics industry same patterns follows as the IT sector with after sales services being rated
the first and most important factor for branding in the electronics sector. But CEO was rated at the 4 th
rank , voicing the fact that CEO placed a majorly important role in branding.
Percentage of CEO
1
5% 2
6
13%
28%
3
15%
5
8%
4
33%
14

15. Banking
14 14
Promotion & Promotion &
12 advertising advertising
12
Quality Quality
10 10
8 NO. of 8 NO. of
Branches Branches
6 6
CEO CEO
4 4
2 After Sales 2 After Sales
Services Services
0 0
Tenure of Tenure of
1 brand 4
brand
Rank 1 Rank 4
Easy accessibility and time saving factor led to “Number of branches” being the top most priority with
30% population voting for it. CEO was ranked at 5th position highlighting the fact that CEO did not
affect the branding of a bank to that extent.
Percentage of CEO
1
6 15%
25%
2
14%
5
5% 3
13%
4
30%
15

16. Telecom Sector
14 16
12 Promotion & Promotion &
12 14
advertising advertising
10 12
Quality Quality
10
8
Pricing 8 Pricing
6
4 6
4 Distribution/sup Distribution/su
4
ply chain pply chain
2 2
CEO CEO
0 0
1 5
Rank 1 Rank 5
Service sector again is ruled by quality service provision with 30% population saying that “Value added
Services “plays a key role in telecom branding. There is only somewhat defined relationship between
CEO and Telecom Branding.
1
percentage of CEO 10%
6
2
23%
13%
3
10%
5
38%
4
8%
16

17. PERSONALITY OF CEO AND ATTRIBUTES OF COMPANY ANALYSIS
Infosys and Narayan Murthy
25
20
20
15 14
10 9
8 Infosys
6 6
4 4 4 Narayan murty
5
2 2
1
0
Respondents associated simplicity as Narayan Murty’s prime attribute. But they did not associate the same
attribute with Infosys. Respondents’ associated “business ethics”,” focus”,“leadership” values with Infosys. But
looking at the attributes that have been associated with the CEO and Company, it can be concluded that Narayan
Murty as a CEO affects the brand image of the company because all these attributes fall under the same category
reflecting simplicity and ethical behavior.
17

18. Kingfisher and Vijay Mallya
18
16
16
14 13
12
12
10 9
8
6
6 5 5 Kingfisher
4
4 3 Vijay Mallya
2 2 2
2 1
0 0 0 0 0 0 0
0
Vijay Mallya effervescent and flamboyant nature stills to the masses as visionary and even with
Kingfisher current crisis Vijay Malaya inverse relationship with kingfisher with 12 people voting
Kingfisher as Fun Brand.
18

19. Apple and Steve Jobs
35 33
30
25 21
20
15
10 8 7 apple
4 steve jobs
5 2 1 0 1 0 1 0 2
0 0 0 0 0 0 0 0 0
0
Apple is surprised package with a complete in sync CEO and company trait with majority of population
believing that Apple and Steve Jobs are an innovative pair. Hence it can be safely said that Apple’s CEO
Steve Job has managed to be on the same platform as Apple and that he played a direct relation with
managing Apple as a brand.
19

20. ICICI and Chanda Kochar
35
29
30
25
20
15
10 ICICI
10 7
5 5 6 6 CHANDA KOCHAR
5 3 2
01 1 01 1 1 0 1 1
0
ICICI being the largest bank of India and Chanda Kochar at its spearhead, ICICI has managed to scale new height
which hasn’t being unnoticed by the masses. The population invariably believes that both the bank and its
pioneer are visionary. In short, Chanda Kochar Is a visionary for ICICI Bank with 29 peoples believing in the same.
She plays a pivotal role in creating a brand effect for ICICI.
20

21. Pepsi and Indra Nooyi
25
20
20
15 13
11
10 9
8
Pepsico
6
5
5 4 Indra noyi
2
1 1
0
Indian women Indra Nooyi spearhead pepsico global the statement is self explanatory. Pepsi as global
brand to youth universally. It’s a brand that portraits itself with a global outlook with 50 percent
population believing the same and Indra Nooyi has played a direct relationship in promoting and
creating the brand pepsi and 30% people vouch for the same.
21

22. Virgin and Richard Branson
18 17
16
14
14
12
12 11
10
8 7
6 5 5 Virgin
4 3 Richard branson
2 2
2 1 1
0
0
Richard Branson is a global Vijay Malaya. Yet the results are diversed. Richard Branson has a direct
relationship with the Virgin Airline as the masses believe that the company and CEO portrait the
element of Fun as 14 and 17 people of the overall population stand the fact that virgin is a Fun
company and Richard Branson bring the fun element.
22

23. Tata Group and Ratan Tata
35
31
30
25 23
20
15
8 Tata group
10
4 Ratan tata
5 3 3 3
1 1 1 1 1
0
The Tata named brings about the vision of trust and the population has to say the same. 23 people voted for
Tata as a brand that covey’s business ethics and that is the trait that they could relate to. Ratan Tata being a
leader that promoted business ethics. Tata as a group and Ratan Tata as its CEO are undeterred and the
company and its CEO are completely synchronized. 31 people believed that Ratan Tata has a direct impact on
the groups branding.
23

24. CHI-SQUARE TEST
We have created a few hypotheses in order to find the association of personality traits and attributes of the
company. With these hypotheses chi- square test was applied and we came out with following conclusions.
Level of significance was 95%.
P<0.05 REJECT H0
P>0.05 ACCEPT H0
Null hypothesis- There is no association between personality of the CEO and attributes of the company.
Alternate hypothesis- There is association between personality of the CEO and attributes of the company.
VIJAY MALLYA AND KINGFISHER
Null hypothesis(H0)- There is no association between Vijay Mallya’s image and image of his company- Kingfisher.
Alternate hypothesis(H1)- There is an association between Vijay Mallya’s image and image of his company-
Kingfisher.
According to the chi- square test:
P= 0.086
p>.05
Therefore ACCEPT null hypothesis.
There is no association between personality of the CEO i.e. Vijay Mallya and attributes of the Kingfisher. So, from
the chi square test we can say that there is no correlation between vijay mallya and Kingfisher i.e his image
hardly affects the brand image of kingfisher.
24

25. STEVE JOBS AND APPLE
Null hypothesis(H0)- There is no association between Steve Job’s image and image of his company- Apple.
Alternate hypothesis(H1)- There is an association between Steve Jobs ’s image and image of his company- Apple.
According to the chi- square test:
P=.002
P<0.05
Therefore REJECT null hypothesis and ACCEPT alternate hypothesis
There is association between personality of the CEO i.e. Steve Jobs and attributes of the Apple. So, the test
depicts that the Steve Job’s image highly affects the image of Apple. Both company and the CEO reflect the
innovative attribute.
CHANDA KOCHAR AND ICICI
Null hypothesis(H0)- There is no association between Chanda Kochar’s image and image of her company- ICICI.
Alternate hypothesis(H1)- There is an association between Chanda Kochar’s image and image of her company-
ICICI.
According to the chi- square test:
P=.023
P<0.05
Therefore REJECT null hypothesis and ACCEPT alternate hypothesis
There is association between personality of the CEO i.e Chanda kochar and attributes of the ICICI.The test
reveals that here CEO’s image influences the company’s image to quite a lot extent. Both of them reflect the
visionary attitude.
INDIRA NOOYI AND PEPSI
Null hypothesis(H0)- There is no association between Indira Nooyi’s image and image of her company- PepsiCo.
Alternate hypothesis(H1)- There is an association between Indira Nooyi’s image and image of her company-
PepsiCo.
According to the chi- square test:
P=.046
P<0.05
25

26. Therefore REJECT null hypothesis and ACCEPT alternate hypothesis
There is association between personality of the CEO i.e. Indira Nooyi and attributes of the Pepsi. This means that
the image of Indira Nooyi affects the image of PepsiCo. The respondents believe that Indira Nooyi has a Global
outlook and this attitude of hers is highly reflected in PepsiCo’s branding.
RICHARD BRANSON AND VIRGIN
Null hypothesis(H0)- There is no association between Richard Branson’s image and image of his company- Virgin
Group.
Alternate hypothesis(H1)- There is an association between Richard Branson’s image and image of his company-
Virgin .
According to the chi-square tests:
P=.045
P<0.05
Therefore REJECT null hypothesis and ACCEPT alternate hypothesis
There is no association between personality of the CEO i.e Richard Branson and attributes of the Virgin.
According to the previous analysis, Richard Branson’s “fun” image affects the “fun” image of his company Virgin.
However, the chi-square tests reveal a different scenario. This test says that Richard Branson’s image does not
affect the virgin group’s image.
RATAN TATA AND TATA
Null hypothesis(H0)- There is no association between Ratan Tata’s image and image of TATA group.
Alternate hypothesis(H1)- There is an association between Ratan Tata’s image and image of TATA group.
According to the chi- square test:
P=.455
P>0.05
Therefore ACCEPT null hypothesis.
There is no association between personality of the CEO i.e Ratan Tata and attributes of the Tata.
26

27. Again here in this case, the previous tests revel that Ratan Tata’s “ethical” image influences the TATA’s image as
highly “ethical” but the chi-square tests say that Ratan Tata’s image does not affect the company’s image
directly.
NARAYAN MURTHY AND INFOSYS
Null hypothesis(H0)- There is no association between Narayan Murty’s image and image of his company- Infosys.
Alternate hypothesis(H1)- There is an association between Narayan Murty’s image and image of his company-
Infosys.
According to the chi- square test:
P=.001
P<0.05
Therefore REJECT null hypothesis and ACCEPT alternate hypothesis.
According to the chi-square test, there is an association between personality of the CEO i.e. Narayan Murthy and
attributes of the Infosys because respondents associated simplicity as Narayan Murty’s prime attribute. Though,
they did not associate the same attribute with Infosys. But, Respondents’ associated “business ethics”,” focus”,
“leadership” values with Infosys. So, chi- square test says that there is a direct relation between the two.
Basically, looking at the attributes that have been associated with the CEO and Company, it can be concluded
that Narayan Murty as a CEO affects the brand image of the company because all these attributes fall under the
same category reflecting simplicity and ethical behavior.
27

28. SPEARMAN'S RANK CORRELATION
With the same hypotheses Spearman’s Rank correlation test was applied and we came out with following
conclusions. Level of significance was 95%.
P<0.05 REJECT H0
P>0.05 ACCEPT H0
Null hypothesis- There is no association between personality of the CEO and attributes of the company.
Alternate hypothesis- There is association between personality of the CEO and attributes of the company.
VIJAY MALLYA AND KINGFISHER
Null hypothesis(H0)- There is no association between Vijay Mallya and attributes of the company.
Alternate hypothesis(H1)- There is an association between personality of the CEO and attributes of the company
According to Spearman’s Rank correlation:
P= .455
p>.05
Therefore ACCEPT null hypothesis.
There is no association between personality of the CEO i.e Vijay Mallya and attributes of the Kingfisher.
28

29. STEVE JOBS AND APPLE
Null hypothesis(H0)- There is no association between Steve Job’s image and image of his company- Apple.
Alternate hypothesis(H1)- There is an association between Steve Jobs ’s image and image of his company- Apple.
According to the Spearman’s Rank correlation test:
P=.008
P<0.05
Therefore REJECT null hypothesis and ACCEPT alternate hypothesis
There is association between personality of the CEO i.e Steve Jobs and attributes of the Apple.
CHANDA KOCHAR AND ICICI
Null hypothesis(H0)- There is no association between Chanda Kochar’s image and image of her company- ICICI.
Alternate hypothesis(H1)- There is an association between Chanda Kochar’s image and image of her company-
ICICI.
According to the spearman’s Rank correlation test:
P=.926
P>0.05
Therefore ACCEPT null hypothesis.
There is no association between personality of the CEO i.e Chanda kochar and attributes of the ICICI.
INDIRA NOOYI AND PEPSI
Null hypothesis(H0)- There is no association between Indira Nooyi’s image and image of her company- PepsiCo.
Alternate hypothesis(H1)- There is an association between Indira Nooyi’s image and image of her company-
PepsiCo.
According to the Spearman’s Rank correlation test:
P=.946
29

30. P>0.05
Therefore ACCEPT null hypothesis.
There is no association between personality of the CEO i.e Indira Nooyi and attributes of the Pepsi.
RICHARD BRANSON AND VIRGIN
Null hypothesis(H0)- There is no association between Richard Branson’s image and image of his company- Virgin
Group.
Alternate hypothesis(H1)- There is an association between Richard Branson’s image and image of his company-
Virgin .
According to the Spearman’s Rank correlation tests:
P=.0209
P<0.05
Therefore REJECT null hypothesis and ACCEPT alternate hypothesis
There is association between personality of the CEO i.e. Richard Branson and attributes of the Virgin. This result
is in sync with our previous tests based on frequency graphs but it’s going against the chi square test.
RATAN TATA AND TATA
Null hypothesis(H0)- There is no association between Ratan Tata’s image and image of TATA group.
Alternate hypothesis(H1)- There is an association between Ratan Tata’s image and image of TATA group.
According to the Spearman’s Rank correlation test:
P=.719
P>0.05
Therefore ACCEPT null hypothesis.
There is no association between personality of the CEO i.e Ratan Tata and attributes of the Tata. Again here in
this case, the previous tests revel that Ratan Tata’s “ethical” image influences the TATA’s image as highly
“ethical” but the chi-square tests and spearman’s test say that Ratan Tata’s image does not affect the company’s
image directly.
30

31. NARAYAN MURTHY AND INFOSYS
Null hypothesis(H0)- There is no association between Narayan Murty’s image and image of his company- Infosys.
Alternate hypothesis(H1)- There is an association between Narayan Murty’s image and image of his company-
Infosys.
According to the Spearman’s Rank correlation test:
P=.909
P>0.05
Therefore ACCEPT null hypothesis.
According to the Spearman’s Rank correlation test, There is no association between personality of the CEO i.e
Narayan Murthy and attributes of the Infosys because respondents associated simplicity as Narayan Murthy’s
prime attribute. But, they did not associate the same attribute with Infosys. But, Respondents’ associated
“business ethics”,” focus”, “leadership” values with Infosys. So, Spearman’s Rank test says that there is no direct
relation between the two. But, looking at the attributes that have been associated with the CEO and Company, it
can be concluded that Narayan Murthy as a CEO affects the brand image of the company because all these
attributes fall under the same category reflecting simplicity and ethical behavior.
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32. FINDINGS
• IT sector- CEO is the least important factor .After sales services has been voted as the major
constituent of IT sector branding with 33% of votes
• Airline industry- being a core service industry only 6% of the population voted for CEO while
12% focuses on service quality
• FMCG-promotion and advertising is ranked as most important factor ,inverse relationship
between CEO and brand
• Electronic sector- CEO is voted to be the 4th important factor ,after sales and customer services
have been ranked 1st.
• Banking sector- No. Of branches is voted the most important factor affecting the brand image
while CEO ranks 5th.
• Telecom sector- customer/ value added services have been ranked the most important factor in
brand image.
• simplicity for Narayan Murthy and Business Ethics as the core trait of Infosys proved that CEO
and the image of the infosys go hand in hand
• Vijay Malaya inverse relationship with kingfisher with 12 people voting Kingfisher as Fun Brand
• Apple and Steve Jobs are an innovative pair-direct relationship between apple and him
• Chanda Kochar Is a visionary for ICICI -She plays a pivotal role in creating a brand effect for
ICICI.
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33. • Indra Nooyi has played a direct relationship in promoting and creating the brand pepsi and 30%
people vouch for the same
• Richard Branson has a direct relationship with the Virgin Airline- majority stand the fact that
virgin is a Fun company and Richard Branson bring the fun element
• Tata as a brand that covey’s business ethics and that is the trait that they could relate to Ratan
Tata being a leader that promoted business ethics
Limitations:
• CONVENIENCE SAMPLING- some sections remain uncovered(only faculty & students)
• Generalized topic- difficult to track in some sectors like FMCG
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34. BIBLIOGRAPHY
 Research methodology text book –Deepak Chawla and Neena Sodhi
 Google search
 LINKS:
 http://www.brandchannel.com/images/papers/514_09-10_BrandGym_BrandLeadership.pdf
 Link:http://repository.wit.ie/468/1/A_CONCEPTUAL_MODEL_OF_THE_INFLUENCE_OF_BRAND_TRUST_
ON_THE
 _RELATIONSHIP_BETWEEN_CONSUMER_AND_COMPANY_IMAGE_(2005).pdf
 SOURCE:-http://www.nber.org/papers/w14195.pdf
 LINK-http://findarticles.com/p/articles/mi_go2446/is_n4_17/ai_n28629567/
 http://bura.brunel.ac.uk/bitstream/2438/1283/3/Ethical%2Bbranding.pdf
 d=36424#
 Link:http://search.proquest.com/business/docview/212117404/fulltextPDF/1350586A4853706AF1B/2?
accounti
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