Chella Synopsis

8/8/2019 Chella Synopsis

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THESIS SYNOPSIS

1. Student Details

Name: Chella Santhanam

Batch: PGP FW 07-09 Sec F2

Specialization: Marketing & Finance

Phone No: 9894384005

E- Mail ID:[email protected]

2. Area of Research for Thesis

Marketing-Automobile sector-Celebrity Endorsement

3. Title Of the Thesis

Analysis on the impact of celebrity endorsement on buying behavior of consumers and as

a source of brand-building

4. Problem Definition/ Hypothesis

People admire celebrities and they tempt to buy products. But does this celebrity

endorsement acts as a source of brand-building and have impact over the purchasing

behavior of customers in case of automobiles .For this I decided to conduct researchprocess particularly in Automobile industry.

5. Literature Relating to the Problem
mailto:[email protected]:[email protected]:[email protected]


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According to Philip A. Stroke (2009) in his article The share market Perception of

Celebrity Endorsements he has pointed out that the use of celebrity endorsement

as a part of marketing communication strategy has been gaining popularity over the

past years. Monies paid out by firms on endorsement contracts are estimated to be10% to 25% of total advertising expenditures. However, empirical evidences on the

effect of endorsement announcements on the stock prices performance of frims havebeen mixed at best. We analyze the share market perception of celebrity endorsement

using a unique sample of 102 announcements. Stock returns and trading volumesdepends upon the level of press attention. Endorsements that appear in a major

newspaper show higher average return and larger trading volume changes at

announcement date than those announced on the corporate website only.Source: http://papers.ssrn.com/sol3/papers.cfm?abstract_id=1330351

According to Mark Toncar, Jane S. Reid, Cynthia E. Andersonin their Articles

Effective Spokespersons in a public service announcementpointed out thata

recent estimate indicates that almost 20 percent of all advertisements worldwide use

celebrity spokespersons. The general belief among advertisers is that messagesdelivered by celebrities provide a higher degree of appeal, attention, and possibly

message recall than those delivered by non-celebrities. Marketers also claim that

celebrities affect the credibility of the claims made, increase the memorability of the

message, and may provide a positive effect that could be generalized to the brand.

Source:

http://www.emeraldinsight.com/Insight/viewContentItem.do;jsessionid=D7AF1A214413645DC663E3C3C63955DD?

contentType=Article&hdAction=lnkhtml&contentId=1616232

6. Scope of Thesis Work

The scope of this thesis work will be in helping companies in finding out the impact of

celebrity endorsement on buying behavior of consumers so that they concentrate more on

celebrity endorsement.

7. Detailed Research Methodology

The research methodologies that will be adopted to achieve the objective of this thesis

are:

Primary Data: I will use a structured questionnaires to get response from

customers
http://papers.ssrn.com/sol3/papers.cfm?abstract_id=1330351http://www.emeraldinsight.com/Insight/viewContentItem.do;jsessionid=D7AF1A214413645DC663E3C3C63955DD?contentType=Article&hdAction=lnkhtml&contentId=1616232http://www.emeraldinsight.com/Insight/viewContentItem.do;jsessionid=D7AF1A214413645DC663E3C3C63955DD?contentType=Article&hdAction=lnkhtml&contentId=1616232http://www.emeraldinsight.com/Insight/viewContentItem.do;jsessionid=D7AF1A214413645DC663E3C3C63955DD?contentType=Article&hdAction=lnkhtml&contentId=1616232http://papers.ssrn.com/sol3/papers.cfm?abstract_id=1330351http://www.emeraldinsight.com/Insight/viewContentItem.do;jsessionid=D7AF1A214413645DC663E3C3C63955DD?contentType=Article&hdAction=lnkhtml&contentId=1616232http://www.emeraldinsight.com/Insight/viewContentItem.do;jsessionid=D7AF1A214413645DC663E3C3C63955DD?contentType=Article&hdAction=lnkhtml&contentId=1616232http://www.emeraldinsight.com/Insight/viewContentItem.do;jsessionid=D7AF1A214413645DC663E3C3C63955DD?contentType=Article&hdAction=lnkhtml&contentId=1616232


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1. Automobile dealers

2. Professors and Customers

3. Industry Associations

Secondary Data:These are those which have already been collected by someone else and which

have already been passed through the statistical process. I will collect it from the

sources like internet, published data etc.

8. Justification

Today the product is known in the name of the celebrity and many companies spend

more on advertising by giving to celebrity and people feel that it is necessity and itacts as a source for brand-building.

9. Details of External Guide

Name: JAMBUKESWARAN J

Experience: 2 YEARS OF TEACHING EXPERIENCE IN VELLORE INSTITUTEOF TECHNOLOGY, VELLORE AND 14 YEARS OF EXPERIANCE IN

MEDICAL EQUIPMENT INDUSTRIES.

Organization: CARL ZEISS INDIA PVT. LTD.,

Current Designation: MARKETING SERVICE MANAGER- SOUTH

Qualification: M.E (MEDICAL ELECTRONICS) M.B.A

10. Approval From External Guide


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