Brm celebrity endorsement_final
-
Upload
sanchit-korgaonkar -
Category
Business
-
view
39 -
download
0
Transcript of Brm celebrity endorsement_final
![Page 1: Brm celebrity endorsement_final](https://reader035.fdocuments.us/reader035/viewer/2022071813/55a3dd631a28abdd1f8b474c/html5/thumbnails/1.jpg)
Effect of Celebrity Endorsement on Cellular Phone Product Category
Business Research Method
Group 4
119278001 Aniket Patankar
119278072 Ankur Basumatary
119278109 Sanchit Korgaonkar
119278113 Ashish Mundawane
119278130 Aritra Mukherjee
![Page 2: Brm celebrity endorsement_final](https://reader035.fdocuments.us/reader035/viewer/2022071813/55a3dd631a28abdd1f8b474c/html5/thumbnails/2.jpg)
• 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
![Page 3: Brm celebrity endorsement_final](https://reader035.fdocuments.us/reader035/viewer/2022071813/55a3dd631a28abdd1f8b474c/html5/thumbnails/3.jpg)
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
![Page 4: Brm celebrity endorsement_final](https://reader035.fdocuments.us/reader035/viewer/2022071813/55a3dd631a28abdd1f8b474c/html5/thumbnails/4.jpg)
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
![Page 5: Brm celebrity endorsement_final](https://reader035.fdocuments.us/reader035/viewer/2022071813/55a3dd631a28abdd1f8b474c/html5/thumbnails/5.jpg)
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
![Page 6: Brm celebrity endorsement_final](https://reader035.fdocuments.us/reader035/viewer/2022071813/55a3dd631a28abdd1f8b474c/html5/thumbnails/6.jpg)
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
![Page 7: Brm celebrity endorsement_final](https://reader035.fdocuments.us/reader035/viewer/2022071813/55a3dd631a28abdd1f8b474c/html5/thumbnails/7.jpg)
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.
![Page 8: Brm celebrity endorsement_final](https://reader035.fdocuments.us/reader035/viewer/2022071813/55a3dd631a28abdd1f8b474c/html5/thumbnails/8.jpg)
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.
![Page 9: Brm celebrity endorsement_final](https://reader035.fdocuments.us/reader035/viewer/2022071813/55a3dd631a28abdd1f8b474c/html5/thumbnails/9.jpg)
Stage 4
9
Statistical Analysis – Dependent Variable
AN
OV
A A
nal
ysis Significance level =
0.127 for OA
Significance level = 0.028 for CPI
Significance level = 0.021 for BI
Infe
ren
ce Celebrity categories differ significantly on CPI and BI separately but not on OA
Post
ho
c A
nal
ysis For TV Artist CPI
and BI are significantly lower than other categories.
Infe
ren
ce
Apart from TV artists,Other categoriesDon’t differ significantlyon CPI and BI.
![Page 10: Brm celebrity endorsement_final](https://reader035.fdocuments.us/reader035/viewer/2022071813/55a3dd631a28abdd1f8b474c/html5/thumbnails/10.jpg)
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
![Page 11: Brm celebrity endorsement_final](https://reader035.fdocuments.us/reader035/viewer/2022071813/55a3dd631a28abdd1f8b474c/html5/thumbnails/11.jpg)
Thank You !!!
11