Download - 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 !!!