brm celebrity endorsement

Effect of Celebrity Endorsement on Cellular Phone Product Category

Business Research MethodGroup 4119278001 Aniket Patankar119278072 Ankur Basumatary119278109 Sanchit Korgaonkar119278113 Ashish Mundawane119278130 Aritra Mukherjee

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• 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.

Research Process

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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 1Research Problem

Stage 2

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Research Design

Phase 3 (Quantitative Research)

ObjectiveStatistically analyze the relationship between

qualitative research outcome

MethodologySurvey

Phase 2 (Qualitative Research - 2)ObjectiveAnalyze the current trend of CE and identify different

categories of celebrities

MethodologyContent Analysis of Celebrity endorsements

Phase 1 (Qualitative Research - 1)ObjectiveUnderstand the effect of Celebrity Endorsement on

Consumer Behavior

MethodologyFocus Group Discussion / Laddering

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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: OutcomeQualitative Research

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Stage 3: SurveyQuantitative 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

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Stage 4Statistical Analysis - TEARS Model

Relationship between celebrity categories and TEARS model.

Used MANOVA testIndependent variables – Celebrity categoryDependent variable – TEARS

Analysis:Pillai’s Trace = 0.001 (significant for 95% )

Inference:Celebrity categories differ significantly for TEARS model.

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Stage 4Statistical Analysis – Dependent Variable

Relationship between Celebrity categories & dependent variables.

Used MANOVA testIndependent variables – Celebrity categoryDependent 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.

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Stage 4Statistical Analysis – Dependent Variable

ANO

VA A

naly

sis Significance level =

0.127 for OASignificance level = 0.028 for CPISignificance level = 0.021 for BI

Infe

renc

e Celebrity categories differ significantly on CPI and BI separately but not on OA

Post

hoc

An

alys

is For TV Artist CPI and BI are significantly lower than other categories.

Infe

renc

e

Apart from TV artists,Other categoriesDon’t differ significantlyon CPI and BI.

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Stage 5Findings 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

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Thank You !!!