This document summarizes a research study on the effect of celebrity endorsements on consumer behavior for cellular phone and service products. The research was conducted in 5 stages: 1) Define the problem and research questions. 2) Develop the research design. 3) Collect information through focus groups, content analysis, and surveys. 4) Analyze the data using MANOVA and ANOVA tests. 5) Present findings and conclusions. The findings showed that cricketers scored highest on the TEARS (trustworthiness, expertise, attractiveness, respect, similarity) model of celebrity endorsements. TV artists had significantly lower consumer purchase intentions and impact on brand image compared to other celebrity categories. However, the different celebrity categories did not significantly impact

1. Effectof 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. • 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.  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. 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. 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. 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. 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. 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. 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. 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. Thank You !!!
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