Effect of Celebrity Endorsement on Brand Image

Presented By: Abhishek Rawlley Balkar Singh Kamal Bhalla Rishabh Agarwal Shweta Singh Varun Dangi

Introduction
Celebrity Endorsement
Celebrity Trustworthiness Celebrity Attractiveness Celebrity Credibility

Service Sector

Research Objectives
The objective of this research is further divided into following sub objectives: 1. To determine the affect of Celebrity Attractiveness on Brand Image for Service Products 2. To determine the affect of Celebrity Trustworthiness on Brand Image for Service Products 3. To determine the affect of Celebrity Expertise on Brand Image for Service Products . 4. To determine the affect of Brand Image on Purchase Intent for Service Products.

Model Formation

Research Hypothesis

H1: Celebrity Attractiveness affects the Brand Image H2: Celebrity Trustworthiness affects the Brand Image H3: Celebrity Expertise affects the Brand Image. H4: Brand Image affects the Purchase Intent

Table :Variables, Scales, Source

Variables Brand Image Items Unfriendly-Friendly Outdated-modern Non useful-useful Popular-unpopular Harsh- Gentle Natural- Artificial Unattractive Attractive Not Classy- Classy Ugly-Beautiful Plain- Elegant Not Sexy Sexy Not an expert- expert Inexperienced- experienced UnknowledgeableKnowledgeable Unqualified- Qualified Unskilled- skilled Undependable Dependable Dishonest- Honest Unreliable- reliable Insincere- sincere Untrustworthy-Trustworthy Source George S. Low and Charles W. Lamb, Jr. (2000), The Measurement and Dimensionality of Brand Associations, Journal of Product and Brand Management, 9 (6), 350-368. Scales 7 POINT LIKERT SCALE ( Strongly Agree Strongly Disagree )

Celebrity Attractiveness

Roobina Ohanian(1990), Measures related to Believability/Credibility, Handbook of marketing scales, page 301,302

7 POINT LIKERT SCALE ( Strongly Agree Strongly Disagree ) 7 POINT LIKERT SCALE ( Strongly Agree Strongly Disagree )

Celebrity Expertise

Roobina Ohanian(1990), Measures related to Believability/Credibility, Handbook of marketing scales, page 301,302

Celebrity Trustworthiness

Roobina Ohanian(1990), Measures related to Believability/Credibility, Handbook of marketing scales, page 301,302

7 POINT LIKERT SCALE ( Strongly Agree Strongly Disagree ) 7 POINT LIKERT SCALE ( Strongly Agree Strongly Disagree )

Purchase Intent

Baker, Michael J. and Gilbert A. Churchill, Jr. (1977), "The Impact of Physically Attractive Models on Advertising Evaluations," JMR, 14 (November), 538-555

Research Methodology
Descriptive Study. Convenient sampling. Online survey (emails and facebook). Correlation and Regression Analysis.

Fictitious Brand

Data Analysis
197 responses were collected, out of which 190 were taken (7 responses were corrupt).
Age 16-20 21-25 26-30 Male 3 47 31 Female 8 70 14 Total 11 117 45

31-35
>35 Total

4
3 88

6
4 102

10
7 190

Findings

Conclusion

Limitations
Only one celebrity and one product. Only Internet users were surveyed. Most of the responses from Panjab University, Chandigarh. Around 65% of the respondents were from the age group 20-30. Respondent might be biased about the celebrity (Amitabh Bachan)

Further Studies

Thank You