2015-01-17 mr final reportx 1
DESCRIPTION
Marketing research projectTRANSCRIPT
Marketing Research
Project: Impact of Celebrity Endorsement on Consumer Buying Behaviour
SUBMITTED BY:
Atif Raza 13E00088
Fahad Ashraf 13E00003
Sara Samdani 13E00097
Nadia Mahmood 13E00096
Rana Sohail Ahmed 13E00075
Lahore School of Economics
Intersection Main Boulevard, Phase VI DHA, Burki Road Lahore53200, Pakistan.
2015
MARKETING RESEARCH
Impact of Celebrity Endorsement on Consumer Buying Behaviour
Management Decision Problem:
Does Celebrity cast an impact on consumer while purchasing a product?Content:
Abstract
Introduction
Literature Review
Methodology / Frame Work
MR Questions
Hypothesis
Research Design
Tables Research Variables & Key Findings
Sample Design
o Factor Analysis
o Reliability Analysis
o Regression
Cross Tabs
Conclusion
Appendixs ABSTRACT
Now a days celebrities are face of every brand just because their suggestions are more likely to have effect on consumers decision making and at the same time their pleasant personality also plays a dominant role in this regard. In order to persuade and create preference for a particular Brand/Product Celebrity endorsement is a smart marketing strategy. Former researches have proved this fact that a celebrity does cast an impact on consumer while purchasing a product. This research also tries to investigate the above mentioned phenomena through Exploratory Research i.e. focus group and conclusion research through survey method and by testing the developed hypothesis.INTRODUCTION
Brand is one of the major parts of marketing. Companys brand or label is basically used to form brand identity. It helps consumers to identify the product. It has various forms for example it can be a name, sign, symbol, celebrity endorsement, term and design. Brands major function is to differentiate the product from competitors. Marketers use brands in order to communicate its marketing message to the targeted consumers. Effective and successful branding helps to create more awareness amongst customers and hence generate more profit. Brand also helps consumers to make choices and facilitates decision making process.
In todays global market, the marketers are facing immense competition from the competitors. Companies try to grab their interest through diverse ways. Every day, a usual buyer come across thousands of captured images, content in newspapers and magazines; they are exposed to also se advertisements on a number of billboards, television shows, radio programs, internet banners and many other forms of communication channels, in this clutter of advertisements and the immense competitive environment, the marketer is only able to catch little attention of the customer. In that scenario, availability of brands helps company to convey unique features of the product to the target potential customers.
Analyzing consumer behavior is the major task of marketers. Marketers are constantly evaluating consumer buying pattern. They engage themselves among number of marketing principals. Similarly, consumers also do the same; they identify their need, choose amongst alternatives and finally decide what to buy and what not to buy. . As the selection of a brand being chosen by a customer depends on various factors such as age, gender, social group, ethnicity, race, etc. Accordingly, marketers use different tactics to target and influence different groups of customers .One of the tactics used by marketers is endorsement of celebrity for a product.
Celebrities are people who have general acceptance by all in the form of awareness between the general public for their achievements in various fields. In todays world endorsements are a means of communication from the brands in which the endorsing celebrity is the brands representative and they thus verify the labels or the brands promise and stance by associating it with their individuality, based on their standing in the society or the know-how in the relevant products. As in todays global environment the brands face local, regional and international competition, celebrity endorsement is considered as a very effective means of differentiation and communication.During the 1870s, when Reverend Henry Ward Beecher was seen in an advertisement in Harpers Weekly in which he endorsed Waltham watches, since that time labels and brands have used popular characters and celebrities in order to distinguish and as well as market their products to consumers. Cigarette industries first started employing entertainment personalities in 1905. In 1934, Lou Gehrig was the first athlete endorser to appear on the Wheaties box. Since then, celebrity endorsements has become a widely used marketing tool for products like cosmetics, sports goods, fashion apparel, watches, cars, etc.
In the current busy and fast moving life, people tend to ignore a lot of advertising and marketing tactics used by companies. The presence of a celebrity hardly ever goes unseen. This implies that endorsements by famous personalities and its effect are of prime importance to companies. How celebrity endorsements affect the customers choice of brands is what we will find out in our research.
We have chosen this topic because in todays world we are exposed to different brands and we have to make choices. Brand chosen by one might not be chosen by another and how celebrity endorsement affects these choices in consumer buying behaviour is what we will find in our research.
This research report aims to investigate how celebrity endorsement affects the consumer buying behaviour.COMBINED LITERATURE REVIEW
In this summary we are going to sum up all the summaries of different empirical research articles which we reviewed related to Impact of Celebrity endorsement on consumer buying behaviour. The following articles were read in detail and summarized:
Impact of celebrity endorsement on Teenagers Impulsive buying behavior.
Impact of Celebrity Endorsement on Brand Image: A Communication Process Perspective on 30 Years of Empirical Research.
Effect of celebrity endorsement on customers buying behavior; a Perspective from Pakistan.
Celebrity Attributes and Influence on Consumer Behavior A Study of Shekhawati Region of Rajasthan.
The impact of celebrity endorsement on consumer behavior and attitudes.
A study on the influence of using celebrity Endorsements on consumer buying behavior in Tamil Nadu, India.
Impact of Celebrity Endorsements on Brand Equity.
Celebrity Endorsements And Brand Personality 11mb Working Paper No.2009-09-289
How marketers can use celebrities to sell more effectively. H.pringle (2005)
The effect of celebrity endorsement on consumer buying behavior j horne (2006)
In todays world there are different kinds of target market which a marketer has to cater or attract in order to know how their market consumes, what are their buying patterns, what is the motivation behind ?, what really influences the consumer?. In one of our article the researcher studied the impact of celebrity endorsement on teenagers impulsive buying, since teenagers are most unpredictable and volatile in nature and they are greatly influenced by their favourite celebrities or idols and make their purchase accordingly.
The researcher developed and tested the hypothesis i.e. teenagers impulsive buying has a positive relation with celebrity endorsement which was later on accepted and proved that youngsters buying behaviour is widely influenced by the celebrity endorsement and they also follow the trends and style statements followed by those celebrities.
While studying the impact of celebrity endorsement on brand image the researcher found out after investigating preselected 36 research papers that celebrity characteristics i.e. credibility,
good looks and the communication channel plays an important role in effecting the brand image and also plays a role of communication device between the consumer, celebrity and the particular product/brand and change their buying behaviour so in this regard managers should pay attention to these above mentioned influencing factors and plan their marketing activities accordingly.
In the following articles we came to know after reviewing that celebrity endorsed advertisement are more powerful than non-endorsed advertisement and people are more intended to buy those products which are matched with the celebritys personality traits. Non-celebrity endorsed advertisement doesnt persuade the consumers to buy certain brands. In another article researcher shed light that celebrity who is controversial or his/her profession doesnt affect the buying intention much. People belonging to middle class or lower middle class are more persuaded by the celebrities. Marketers often use this marketing technique when they introduce a new product to the people. Due to celebrity endorsements they get more information about the product/service and it also helps them to memorize and recognize the brand because it creates distinctive position in the mind of the consumer. Brand equity is also increased through celebrity endorsement because it helps to build a brand image in the market and create preference for the brand among the consumers.
Sometimes multiple endorsements also create a positive impact on the product and people are more likely to buy it. According to one of the article findings demographics and psychographics of the celebrity also plays a massive role in influencing the customers. People would be more willing to buy those products that are endorsed by the celebrities who belong to their country region because it makes a strong connection between the audience and the endorser.METHODOLOGY
FRAME WORK
Celebrity endorsement
Brand
Image
(Independent Variable)
Moderating variable
Celebritys Gender
(Independent Variable)
Consumer Buying
Celebrity Personality
Behaviour
(Independent Variable)
Brand Quality(Dependent Variable)
(Mediating
Variable)
Corporate Social
Responsibility (Independent
Variable)
Promotion Recall(Independent Variable)
Brand Loyalty(Independent Variable)Marketing Research Questions
What is the impact of celebrity endorsement on consumer buying behavior?
Does celebritys personality influence the consumers buying behavior in a positive or negative way?
Does Celebrity endorsement entail brand loyalty
Is advertisement of the particular brand without celebrity endorsement is more persuasive than the advertisements with celebrity endorsement? HYPOTHESIS
Celebrity Endorsement:
H1: celebrity endorsement has significant effect on consumer behaviour
Celebrity Personality:
H1:Celebrity personality has significant effect on consumer behaviour
Celebrity's Gender:
H1: Celebrity's gender has significant effect on consumer behaviour
Brand Loyalty:
H1: Brand Loyalty has significant effect on consumer behaviour
Corporate Social Responsibility:
H1: Corporate Social Responsibility has significant effect on consumer behaviour
Promotional Recall:
H1: Promotional Recall has significant effect on consumer behaviour
H2: Advertisement without celebrity endorsement has significant effect on consumer buying behaviour
H3: Advertisement with celebrity endorsement has significant effect on consumer buying behaviour RESEARCH DESIGN
Classification
We will be using both Exploratory and Conclusive research. We have already conducted the exploratory Research i.e. Focus Group, Depth interviews, but in order to quantify and conclude it we are using conclusive research.
Research Methods
There are multiple research methods based on the classification. Following research methods will be used based on the exploratory and conclusive research respectively:
Focus group and depth interviews are conducted for exploratory research.
Questionnaires and hypothesis will be taken as a medium for conclusive research.
Research Type
Our research type will be causal since we are intended to study the impact of celebrity
endorsement on consumer buying behaviour.
Descriptive Research
In Descriptive Research we will be doing:
Cross-sectional Research
o Multiple Cross Sectional ResearchTABLE 1 Research from(Focus group and interviews)
Expected Relationships
VARIABLECONCEPTUALOPERATIONALSIGN
KEY FINDINGS
DEFINITIONDEFINITION
1. ConsumerThe term consumerDo you purchase+veYes celebrity does influences
Buyingbehaviour refers tothe product because
the buying behavior, like one
Behaviourthe behaviour thatcelebrity is
of our respondent mentioned
(Dependentconsumer shows inendorsing it?
that he always pauses and see
Variable)probing for,
the recent advertisement of
buying, using,What influences
the Mobilink and bought that
comparing andyou while making a
GPRS services by getting
disposing thepurchase?
influenced by ad
product/service
which they think
Celebrity endorsement gives a
will fulfil their
sense of an identity to the
needs and wants. It
brand which influences the
emphasis on how
buying behavior. e.g, in
people make
LOreal shampoo
decisions regarding
advertisement they have used
spending their
Ashwariya Rai who is an
existing scarce
actress, she has become the
resources i.e. time,
identity of LOreal as a brand.
money, effort). It
gives answers to
the questions like
Celebrity endorses the
what, when, where,
product just to make
how, how often the
themselves prominent in eyes
user purchases and
of the audience and in that
uses the product/
case it doesnt affect the
services.
consumer buying behavior.
2. CelebrityA celebrityDo you know what+veWhile listening to the
endorsementendorsement is ancelebrity
discussion of our respondents
(Independentappeal by celebrityendorsement is?
we came to know that they
Variable)or a referenceWhy it is done
were well aware of celebrity
person in order towhile marketing a
endorsement.
attract theproduct?
customer. It is anDo you think that
Celebrity endorsement is
effective way of
done in marketing a product
communicating andcelebrity gives a
because it is a very clever
creating preferencetrue picture of the
tactic played on the part of the
with the customerproduct through
firms to attract the consumers;
for the specificadvertising i.e.
they take you in the world
features, benefits
psychologically where you
product/service.and its
want to be by creating the
information?
association with a certain
Do you think
celebrity who is very popular.
E.g. LOreal with Ashwariya
celebrity
Rai.
endorsement
motivates you to
Celebrity endorsement does
purchase the
plays role in creating
product?
awareness for the new
Do you think
brand/product, sometimes
advertisers use celebrity in the
investing large
advertisement just to make
amount of money
people noticed about the
in celebrity
product which is new e.g. Q-
endorsement helps
Mobile advertisement they
the company in
used Kareena and sonam
generating total
Kapoor, to create a hype and
revenue?
tell them that there is another
What do you think
smart phone brand in the
Pakistan.
that does celebrity
uses the product
Celebrity endorsements affect
the one which are
the buying behavior
endorsing?
according to product
categories.
Celebrity endorsement only
builds a strong and loyal
relationship between the
buyer and the product only if
it actually satisfies and fulfills
their expectations in real
terms.
3. Celebrity
Who is your+veFavorite celebrity does
Personality
favourite celebrity
influences the buying
(Real)
personality?
behavior, like one of our
Independent
respondents mentioned that
Variable
he always pauses and sees the
recent advertisement of the
Mobilink because his favorite
actress is in it.
One of the respondents
indentified that he is wearing
Tag Heuer not just because
Shahrukh khan endorses it
who is his favorite actor, but
because of its design and
suitable price.
4. Gender
Is female celebrity+ve Yes gender of the celebrity
(independent
more persuasive?
plays an important role in
Variable)
influencing consumers buying
behavior.
5. BrandConsumer considerDo you think that+ve Some of our respondents said
Qualitybrand as a qualitythe products-ve
that they buy certain brands
(Independentbrand when itassociated with the
or products not just because
Variable)fulfils the needscelebrity are of
there is a celebrity in the
and wants in a bestgood quality?
particular products
possible manner
advertisement; they buy it
through its
because they actually like the
features,
product which is according to
Services and
their needs and satisfies them
by giving value in both terms
offerings. When
i.e. monetary and quality.
product or brand
One of the respondents
meets or is above
shared her experience with a
then the
shampoo (panteen) the
expectations of a
product didnt bring desired
consumer it is
results to the respondent so
perceived as high
she will not buy it again and
quality brand and
she calls it aggregation which
this thing will lead
negatively impacts the buying
to brand loyalty
behavior of the consumer.
and helps
companies to earn
revenues.
6. CorporateIt is a responsibilityDoes celebrity+veCelebrities can just play a supportive
Socialof an organizationplays a role in
role to the brand in creating its Brand
Responsibilitthat the businessimproving the
Image. In recent advertisement of life
ythey do must havesociety while
boy which is a germ killing soap.
(Independentactions whichendorsing a brand?
Example :
Variable)create positive
reactions ethically,
Shahid Afreedi is running the clean
socially and should
sweep campaign to make children
be environment
aware about the importance of
friendly. For
cleanliness; so he is playing a
example Shahid
supportive role in highlighting the
Afreedi is
key benefits of Dettol. So this action
promoting Dettol
is creating awareness about
clean Pakistan
cleanliness in the society.
campaign so by
this way the soap
brand Dettol is
giving message of
cleanliness which
is an environment
friendly action.
7. BrandBrand loyalty is theDoes celebrity+veA celebrity endorsement only
Loyaltyfaithfulness shownendorsement
builds a strong and loyal
by a consumerdevelops strong
relationship between the
towards a brand orrelationship with
buyer and the product only if
product throughthe customer and
it actually satisfies and fulfills
repeat purchases.makes you
their expectations in real
Brand loyalty isrepurchase and
terms.
affected by thebrand loyal?
preferences of
If a product meets the
consumer which
consumer expectations then
they have set in
consumers will become repeat
mind and they
purchasers.
make repeat
purchases of a
particular brand
regardless of
affordability and
accessibility.
8. Promotion
Does celebrity+ve Well celebrity does impact
Recall
endorsement help-vethe promotion recall through
(Independent
in brand
advertisement; people do
Variable)
promotion?
remember those add in which
a famous celebrity has been
How often you
used.
purchased on
celebrity
But sometime if the
endorsement
advertisements concept is not
promotion recall?
good and but has a celebrity
in it, it doesnt get consumers
attention and no purchase is
been made also.
9. BrandThe term brandDoes celebrity+ve The way an advertiser
Imageimage refers toendorsement help-veportrays the celebrity in the
extrinsic elementsin building the
advertisement they do
of product/servicesbrand image?
influence the consumer e.g. in
through which a
LOreals advertisement they
brand attempts to
have associated Ashwariya
fulfil consumersDoes the
Rai, achievement and power
psychological and
with the shampoo they have
congruence of
social needs.
associated the current
celebrity
performance and status of the
personality and
Ashwariya with LOreal and
brand image is
this is how they are creating
important?
preference for the branded
brand image, she has become
the identity of LOreal as a
brand and people associate
this brand with Ash.
Personality traits of a
celebrity should be match
able with the brand /product.
It depends on the
Brand/Product if product
itself is very good then
celebrity doesnt play a much
influential role, it just plays a
supportive role to the brand in
creating its Brand Image.
ImpulsiveRook (1987)Do you think+ve Respondents were of that they
Buyingdefined Impulsivecelebrity
will be more influenced and
Behaviourbuying where aendorsement
would like to buy FMCG if it
(dependent)consumercreates impulsive
is endorsed by a celebrity
experiences abuying?
rather than a telecom sector
sudden change,
product.
often a very strong
Respondents were more likely
and permanent urge
to immediately buy
to show impulse buying
something. It is an
behavior in non-durable
unplanned
goods
purchase that is
characterized by
relatively rapid
decision-making, a
subjective bias in
favour of
immediate
possession.
SAMPLE DESIGN
Following are the characteristics of our sample design:
Sample Size =100
Target Market
Adults
Teenagers
Students
Sampling Technique
Following sampling technique will be used in this research since we will not repeat the same sampling unit.
Sampling without replacement
Classification of sample technique
Our sampling technique will be classified as
Probability Simple random sampling
Data Collection
We will be collecting both Primary Data (Focus group and survey) and Secondary Data (Literature Review)
Instrument
The Measuring instrument will be
Questionnaire
Scaling
We will be scaling our questionnaire using LIKERT SCALE, which will be a five point scale ranging from 1= strongly agree to 5=strongly disagree1. FACTOR ANALYSIS
KMO Test
Kaiser-Meyer-Olkin Measure of Sampling.685
Adecuasy.
INTERPRETATION
The KMO value is used to predict if the sample is adequate. A KMO value closer to 1 is considered to be better. Here the value of 0.685 shows that the factor analysis can be done as this value is greater than 0.5.
2. RELIABILITY TEST
SCALE: All Variables
Case Processing Summary
N
%
CasesValid
100
100.0
Excludeda
0
.0
Total
100
100.0
a. Listwise deletion based on all
variables in the procedure.
Reliability Statistics
Cronbach's
AlphaN of Items
.651
14
INTERPRETATION:
The Cronbachs Alpha is the coefficient of consistency. It tells about the consistency of the data. Its value lies between zero to 1. A value which is closer to one shows greater reliability.Cronbachs Alpha value for the variables came out to be 0.651 which is closer to 1. This means that all variables used are internally consistent and reliable.3. REGRESSION
Q1.
b
Variables Entered/Removed
VariablesVariables
ModelEnteredRemovedMethod
1Brands
endorsed
by
celebrities
are easier
to.Enter
recognize
than those
endorsed
by
non-celebr
a
ities.
All requested variables entered.
Dependent Variable: Celebrity endorsement influences the consumer buying behavior
b
ANOVA
Sum of
Model
Squaresdf
Mean SquareFSig.
1Regression22.3681
22.36832.359.000a
Residual67.74298
.691
Total90.11099
Predictors: (Constant), Brands endorsed by celebrities are easier to recognize than those endorsed by non-celebrities.
Dependent Variable: Celebrity endorsement influences the consumer buying behavior
Coefficientsa
UnstandardizedStandardized
CoefficientsCoefficients
Model
BStd. ErrorBetatSig.1(Constant)1.238.209
5.920.000
Brands endorsed by
celebrities are easier
to recognize than.508.089.4985.688.000
those endorsed by
non-celebrities.
a. Dependent Variable: Celebrity endorsement influences the consumer buying behaviorINTERPRETATION:
R is the coefficient of correlation. The value of R2=0.241 indicates that 24.1% variation in the dependent variable i.e Consumer Buying Behavior is explained by the independent variable i.e. Celebrity Endorsement. From the ANOVA table it can be seen that the p value is less than 0.05 so there is significant relationship between the two variables. Therefore we will accept our Hypothesis H1.
Q2.
b
Variables Entered/Removed
Variables
Variables
Model
Entered
RemovedMethod
1
I usually
purchase
the product
which is
.Enter
endorse by
my favorite
a
celebrity
a. All requested variables entered.
b. Dependent Variable: Celebrity endorsement
influences the consumer buying behavior
Model Summary
Adjusted
Std. Error of
Model
R
R Square
R Square
the Estimate
1
.421a
.177
.169
.86990
a. Predictors: (Constant), I usually purchase the product
which is endorse by my favorite celebrity
b
ANOVA
Sum of
Model
Squares
df
Mean Square
F
Sig.
1Regression
15.951
1
15.951
21.078
.000a
Residual
74.159
98
.757
Total
90.110
99
a. Predictors: (Constant), I usually purchase the product which is endorse by my favorite celebrity
b. Dependent Variable: Celebrity endorsement influences the consumer buying behavior
Coefficientsa
UnstandardizedStandardized
CoefficientsCoefficients
Model
BStd. ErrorBetatSig.1(Constant).964.310
3.112.002
I usually purchase the
product which is endorse.415.090.4214.591.000
by my favorite celebrity
a. Dependent Variable: Celebrity endorsement influences the consumer buying behavior
INTERPRETATION
R is the coefficient of correlation. The value of R2=0.169 indicates that 16.9% variation in the dependent variable i.e Consumer Buying Behavior is explained by the independent variable i.e. Celebrity Personality. From the ANOVA table it can be seen that the p value is less than 0.05 so there is significant relationship between the two variables. Therefore we will accept our Hypothesis H2 and reject Ho.
Q3.
b
Variables Entered/Removed
VariablesVariables
ModelEnteredRemovedMethod1Female
celebrity
influences
more as.Enter
compared
to male a
celebrity
a. All requested variables entered.b. Dependent Variable: Celebrity endorsement influences the consumer buying behavior
Model Summary
AdjustedStd. Error ofModelRR SquareR Squarethe Estimate1.072a.005-.005.95638
a. Predictors: (Constant), Female celebrity influences more as compared to male celebrity
b
ANOVA
Sum of
Model
Squares
df
Mean Square
F
Sig.
1
Regression.4731
.473
.517
.474a
Residual89.63798
.915
Total90.11099
a. Predictors: (Constant), Female celebrity influences more as compared to male
celebrity
b. Dependent Variable: Celebrity endorsement influences the consumer buying
behavior
Coefficientsa
Unstandardized
Standardized
Coefficients
Coefficients
Model
B
Std. Error
Betat
Sig.
1
(Constant)
2.172
.239
9.085
.000
Female celebrity
influences more
.063
.088
.072.719
.474
as compared to
male celebrity
a. Dependent Variable: Celebrity endorsement influences the consumer buying behavior
INTERPRETATION:
R is the coefficient of correlation. The value of R2=-0.005 indicates that only -0.5% variation in the dependent variable i.e Consumer Buying Behavior is explained by the independent variable i.e. Celebrity Gender. From the ANOVA table it can be seen that the p value is greater than 0.05 so there is not a significant relationship between the two variables. Therefore we will accept the null hypothesis Ho and reject H3.Q4.
b
Variables Entered/Removed
VariablesVariables
ModelEnteredRemoved
Method
1Celebrity
endorsem
ent
develops
strong
relationshi
p with the.
Enter
customers
and
makes you
repurchas
e and
branda
loyal?
a. All requested variables entered.
b. Dependent Variable: Celebrity endorsement
influences the consumer buying behavior
Model Summary
AdjustedStd. Error of
Model
R
R Square
R Squarethe Estimate
1
.426a.182
.173
.86736
a. Predictors: (Constant), Celebrity endorsement
develops strong relationship with the customers and
makes you repurchase and brand loyal?
b
ANOVA
Sum of
Model
Squares
df
Mean SquareF
Sig.1Regression
16.384
1
16.38421.778
.000a
Residual
73.726
98
.752
Total
90.110
99
a. Predictors: (Constant), Celebrity endorsement develops strong relationship with the customers and makes you repurchase and brand loyal?
b. Dependent Variable: Celebrity endorsement influences the consumer buying behavior
Coefficientsa
UnstandardizedStandardized
CoefficientsCoefficients
ModelBStd. ErrorBetat
Sig.
1(Constant)1.100.277
3.966
.000
Celebrity endorsement
develops strong
relationship with the.452.097.4264.667
.000
customers and makes
you repurchase and
brand loyal?
a. Dependent Variable: Celebrity endorsement influences the consumer buying behavior
INTERPRETATION:
R is the coefficient of correlation. The value of R2=0.173 indicates that 17.3% variation in the dependent variable i.e Consumer Buying Behavior is explained by the independent variable i.e. Brand Loyalty. From the ANOVA table it can be seen that the p value is less than 0.05 so there is a significant relationship between the two variables. Therefore we will accept the hypothesis H4.
Q5.
b
Variables Entered/Removed
VariablesVariables
ModelEnteredRemovedMethod
1Celebrity
gives a
true picture
of the
product
through
advertisem
ent,.Enter
Celebrity
endorsem
ent helps
in
capturing
the
attentionaof
masses
a. All requested variables entered.b. Dependent Variable: Celebrity endorsement influences the consumer buying behavior
Model Summary
Adjusted
Std. Error of
Model
R
R Square
R Square
the Estimate
1
.343a.117
.099
.90544
a. Predictors: (Constant), Celebrity gives a true picture of
the product through advertisement, Celebrity
endorsement helps in capturing the attention of
masses
b
ANOVA
Sum of
Model
Squares
df
Mean Square
F
Sig.
1Regression
10.587
2
5.293
6.457
.002a
Residual
79.523
97
.820
Total
90.110
99
a. Predictors: (Constant), Celebrity gives a true picture of the product through
advertisement, Celebrity endorsement helps in capturing the attention of masses
b. Dependent Variable: Celebrity endorsement influences the consumer buying
behavior
Coefficientsa
UnstandardizedStandardized
Coefficients
Coefficients
Model
B
Std. Error
Beta
t
Sig.
1
(Constant)
.797
.451
1.767
.080
Celebrity endorsement
helps in capturing the
.386
.123
.308
3.137
.002
attention of masses
Celebrity gives a true
picture of the product
.242
.098
.242
2.464
.015
through advertisement
a. Dependent Variable: Celebrity endorsement influences the consumer buying behavior
INTERPRETATION
R is the coefficient of correlation. The value of R2=0.099 indicates that 9.9% variation in the dependent variable i.e Consumer Buying Behavior is explained by the independent variable i.e. Promotional Recall. From the ANOVA table it can be seen that the p value is less than 0.05 so there is a significant relationship between the two variables. Therefore we will accept the hypothesis H6.Q6.
b
Variables Entered/Removed
Variables
Variables
Model
Entered
RemovedMethod
1
My
chances of
buying a
mobile
telecom
brand are
.Enter
higher
when a
celebrity
endorses
a
it.
a. All requested variables entered.
b. Dependent Variable: Celebrity endorsement
influences the consumer buying behavior
Model Summary
Adjusted
Std. Error of
Model
R
R Square
R Square
the Estimate
1
.175a
.030
.021
.94418
a. Predictors: (Constant), My chances of buying a mobile
telecom brand are higher when a celebrity endorses it.
b
ANOVA
Sum of
Model
Squares
df
Mean Square
F
Sig.
1Regression
2.746
1
2.746
3.080
.082a
Residual
87.364
98
.891
Total
90.110
99
a. Predictors: (Constant), My chances of buying a mobile telecom brand are higher when a celebrity endorses it.
b. Dependent Variable: Celebrity endorsement influences the consumer buying behavior
Coefficientsa
UnstandardizedStandardized
CoefficientsCoefficients
ModelBStd. ErrorBetatSig.
1(Constant)1.842.294
6.267.000
My chances of buying a
mobile telecom brand.146.083.1751.755.082
are higher when a
celebrity endorses it.
a. Dependent Variable: Celebrity endorsement influences the consumer buying behavior
INTERPRETATION
R is the coefficient of correlation. The value of R2=0.021 indicates that only 2.1% variation in the dependent variable i.e. Consumer Buying Behavior is explained by the independent variable i.e. Celebrity Endorsement. From the ANOVA table it can be seen that the p value is greater than 0.05 so there is not a significant relationship between the two variables. This result is insignificant specifically with respect to mobile and telecom brands which are being endorsed by celebrities.Q7.
b
Variables Entered/Removed
Variables
Variables
ModelEntered
RemovedMethod
1Coke
doesn't
rely on
celebrity
endorsem
ent. Do you
think they
really need
to change
their
advertising
strategy?,
In Dove's
.Enter
advertisem
ent there is
no
celebrity in
it. Do you
thing their
advertisem
ents are
enough
persuasive
for thea
consumer.
All requested variables entered.
Dependent Variable: Celebrity endorsement influences the consumer buying behavior
Model Summary
AdjustedStd. Error ofModelRR SquareR Squarethe Estimate1.122a.015-.005.95666
a. Predictors: (Constant), Coke doesn't rely on celebrity endorsement. Do you think they really need to change their advertising strategy?, In Dove's advertisement there is no celebrity in it. Do you thing their advertisements are enough persuasive for the consumer.
ANOVAb
Sum of
Model
Squares
df
Mean Square
F
Sig.
1Regression
1.335
2
.668
.730
.485a
Residual
88.775
97
.915
Total
90.110
99
a. Predictors: (Constant), Coke doesn't rely on celebrity endorsement. Do you think
they really need to change their advertising strategy?, In Dove's advertisement there
is no celebrity in it. Do you thing their advertisements are enough persuasive for the
consumer.
b. Dependent Variable: Celebrity endorsement influences the consumer buying
behavior
Coefficientsa
UnstandardizedStandardized
CoefficientsCoefficients
Model
B
Std. ErrorBeta
t
Sig.
1
(Constant)
2.098
.407
5.149
.000
In Dove's advertisement
there is no celebrity in it.
Do you thing their
-.040
.097-.042
-.415
.679
advertisements are
enough persuasive for
the consumer.
Coke doesn't rely on
celebrity endorsement.
Do you think they really
.091
.083.111
1.093
.277
need to change their
advertising strategy?
a. Dependent Variable: Celebrity endorsement influences the consumer buying behavior
INTERPRETATION
There are some brands which do not use celebrity endorsement for the purpose of marketing their brands. The above test was carried out to find out whether the presence or absence of celebrity endorsement will affect the buying behavior in this case. The value of R2=-0.005 indicates that only -0.5% variation in the dependent variable i.e Consumer Buying Behavior is explained by the independent variable i.e. Celebrity Endorsement in this case. From the ANOVA table it can be seen that the p value of 0.485 is also greater than 0.05 so there is a no significant relationship between the variables.Q8.
b
Variables Entered/Removed
VariablesVariables
Model
EnteredRemovedMethod
1
Celebrity
endorsem
ent helps
.
Enter
in building
the brand
a
image
a. All requested variables entered.
b. Dependent Variable: Celebrity endorsement
influences the consumer buying behavior
Model Summary
Adjusted
Std. Error of
Model
R
R Square
R Square
the Estimate
1
.347a
.120
.111
.89946
a. Predictors: (Constant), Celebrity endorsement helps in
building the brand image
b
ANOVA
Sum of
ModelSquares
df
Mean Square
F
Sig.
1Regression10.826
1
10.826
13.381
.000a
Residual79.284
98
.809
Total90.110
99
a. Predictors: (Constant), Celebrity endorsement helps in building the brand image
b. Dependent Variable: Celebrity endorsement influences the consumer buying
behavior
Coefficientsa
Unstandardized
Standardized
Coefficients
Coefficients
Model
BStd. Error
Beta
t
Sig.
1
(Constant)
1.489
.247
6.034
.000
Celebrity endorsement
helps in building the
.433
.118
.347
3.658
.000
brand image
a. Dependent Variable: Celebrity endorsement influences the consumer buying behaviorINTERPRETATION
The value of R2=0.111 indicates that 11.1% variation in the dependent variable i.e Consumer Buying Behavior is explained by the moderating variable i.e. Brand Image. From the ANOVA table it can be seen that the p value is less than 0.05 so there is a significant relationship between the two variables. This means that we are 99% confident about the relationship of Celebrity endorsement and Brand Image.
Q9.
b
Variables Entered/Removed
Variables
Variables
Model
Entered
RemovedMethod
1
do you
think that
the
products
associated
.Enter
with
celebrities
are of
good a
quality
a. All requested variables entered.
b. Dependent Variable: Celebrity endorsement
influences the consumer buying behavior
Model Summary
Adjusted
Std. Error of
Model
R
R Square
R Square
the Estimate
1
.104a
.011
.001
.95366
a. Predictors: (Constant), do you think that the products
associated with celebrities are of good quality
b
ANOVA
Sum of
Model
Squares
df
Mean Square
F
Sig.
1Regression
.983
1
.983
1.081
.301a
Residual
89.127
98
.909
Total
90.110
99
a. Predictors: (Constant), do you think that the products associated with celebrities are of good quality
b. Dependent Variable: Celebrity endorsement influences the consumer buying behavior
Coefficientsa
UnstandardizedStandardized
CoefficientsCoefficients
ModelBStd. ErrorBetat
Sig.
1(Constant)2.001.331
6.052
.000
do you think that the
products associated.114.110.1041.039
.301
with celebrities are of
good quality
a. Dependent Variable: Celebrity endorsement influences the consumer buying behavior
INTERPRETATION
The value of R2=0.001 indicates that only 0.1% variation in the dependent variable i.e Consumer Buying Behavior is explained by the mediating variable i.e. Brand Quality. From the ANOVA table it can be seen that the p value is greater than 0.05 so there is an insignificant relationship between the two variables. This means that Brand Quality has no relation with Celebrity Endorsement.
Q10.
b
Variables Entered/Removed
VariablesVariables
ModelEnteredRemovedMethod
1The
product
has all the
features
as.Enter
depicted
by the
celebrity
endorsing
a
it
a. All requested variables entered.b. Dependent Variable: Celebrity endorsement influences the consumer buying behavior
Model Summary
AdjustedStd. Error ofModelRR SquareR Squarethe Estimate1.098a.010-.001.95431
a. Predictors: (Constant), The product has all the features as depicted by the celebrity endorsing it
b
ANOVA
Sum of
Model
Squaresdf
Mean SquareFSig.1Regression.8601
.860.945.333a
Residual89.25098
.911
Total90.11099
a. Predictors: (Constant), The product has all the features as depicted by the celebrity endorsing it
b. Dependent Variable: Celebrity endorsement influences the consumer buying behavior
Coefficientsa
UnstandardizedStandardized
CoefficientsCoefficients
Model
BStd. ErrorBetatSig.1(Constant)2.002.350
5.713.000
The product has all the
features as depicted by.102.105.098.972.333
the celebrity endorsing it
a. Dependent Variable: Celebrity endorsement influences the consumer buying behavior
INTERPRETATION
The value of R2= -0.001 indicates that only 0.1% variation in the dependent variable i.e Consumer Buying Behavior is explained by the moderating variable i.e. Brand Image. From the ANOVA table it can be seen that the p value is less than 0.05 so there is a significant relationship between the two variables. This means that we are 99% confident about the relationship of Celebrity endorsement and Brand Image.4. CROSSTABS
Brands endorsed by celebrities are easier to recognize than those endorsed by non-celebrities. * Celebrity endorsement influences the consumer buying behaviour
Crosstab
Expected Count
Celebrity endorsement influences the consumer buying behavior
strongly
strongly agreeagreeneutraldisagreedisagreeTotal
Brands endorsed bystrongly agree4.29.26.22.0.422.0
celebrities are easieragree10.523.115.45.01.155.0
to recognize thannetural1.94.22.8.9.210.0
those endorsed by
disagree2.35.03.41.1.212.0
non-celebrities.
strongly disagree
.2.4.3.1.01.0
Total
19.042.028.09.02.0100.0
Chi-Square Tests
Asymp. Sig.
Valuedf(2-sided)
Pearson Chi-Square60.122a16.000
Likelihood Ratio51.70816.000
Linear-by-Linear24.5741.000
Association
N of Valid Cases100
a. 19 cells (76.0%) have expected count less than 5. The minimum expected count is .02.
INTERPRETATION
The Pearson Chi Square value is a test of association used to discover if there is a relationship between two categorical variables. It also tells the good of fit of the model. The Pearson chi-square significance value here is 0.00 which is less than 0.05. Therefore we can say that there is a significant relation between Celebrity Endorsement and Consumer Buying Behaviour.I usually purchase the product which is endorsed by my favourite celebrity * Celebrity endorsement influences the consumer buying behaviour
Crosstab
Expected Count
Celebrity endorsement influences the consumer buying behavior
strongly
strongly agreeagreeneutraldisagreedisagreeTotal
I usually purchasestrongly agree1.02.11.4.5.15.0
the product whichagree2.75.93.91.3.314.0
is endorse by myneutral6.714.79.83.2.735.0
favorite celebrity
disagree7.416.410.93.5.839.0
strongly disagree1.32.92.0.6.17.0
Total
19.042.028.09.02.0100.0
Chi-Square Tests
Asymp. Sig.
Valuedf(2-sided)
Pearson Chi-Square30.939a16.014
Likelihood Ratio33.01916.007
Linear-by-Linear17.5241.000
Association
N of Valid Cases100
a. 18 cells (72.0%) have expected count less than 5. The minimum expected count is .10.
INTERPRETATION
A Chi Square test was performed and Pearson chi-square significance value here is 0.014 which is less than 0.05. Therefore we can say that there is a significant relation between Celebrity Personality and Consumer Buying Behaviour.Celebrity gives a true picture of the product through advertisement * Celebrity endorsement influences the consumer buying behaviour
Crosstab
Expected Count
Celebrity endorsement influences the consumer buying behavior
strongly
strongly agreeagreeneutraldisagreedisagreeTotal
Celebrity gives a truestrongly agree.4.8.6.2.02.0
picture of the productagree4.49.76.42.1.523.0
through advertisementneutral5.913.08.72.8.631.0
disagree7.015.510.43.3.737.0
strongly disagree1.32.92.0.6.17.0
Total
19.042.028.09.02.0100.0
Chi-Square Tests
Asymp. Sig.
Valuedf(2-sided)
Pearson Chi-Square31.582a16.011
Likelihood Ratio27.34716.038
Linear-by-Linear2.7691.096
Association
N of Valid Cases100
a. 17 cells (68.0%) have expected count less than 5. The minimum expected count is .04.
INTERPRETATION
A Chi Square test was performed and Pearson chi-square significance value here is 0.011 which is less than 0.05. Therefore we can say that there is a significant relation between Brand Quality and Consumer Buying Behaviour.Celebrity endorsement helps in building the brand image * Celebrity endorsement influences the consumer buying behaviour
Crosstab
Expected Count
Celebrity endorsement influences the consumer buying behavior
strongly
strongly agreeagreeneutraldisagreedisagreeTotal
Celebrity endorsementstrongly agree4.910.97.32.3.526.0
helps in building theagree11.425.216.85.41.260.0
brand imageneutral1.53.42.2.7.28.0
disagree1.12.51.7.5.16.0
Total
19.042.028.09.02.0100.0
Chi-Square Tests
Asymp. Sig.
Valuedf(2-sided)
Pearson Chi-Square31.499a12.002
Likelihood Ratio28.76812.004
Linear-by-Linear11.8941.001
Association
N of Valid Cases100
a. 14 cells (70.0%) have expected count less than 5. The minimum expected count is .12.
INTERPRETATION
A Chi Square test was performed and Pearson chi-square significance value here is 0.002 which is less than 0.05. Therefore we can say that there is a significant relation between Brand Image and Consumer Buying Behaviour.The product has all the features as depicted by the celebrity endorsing it * Celebrity endorsement influences the consumer buying behaviour
Crosstab
Expected Count
Celebrity endorsement influences the consumer buying behavior
strongly
strongly agreeagreeneutraldisagreedisagreeTotal
The product has all thestrongly agree.81.71.1.4.14.0
features as depicted byagree3.06.74.51.4.316.0
the celebrity endorsingneutral7.817.211.53.7.841.0
it
disagree6.514.39.53.1.734.0
strongly disagree1.02.11.4.5.15.0
Total
19.042.028.09.02.0100.0
Chi-Square Tests
Asymp. Sig.
Valuedf(2-sided)
Pearson Chi-Square22.728a16.121
Likelihood Ratio19.77516.231
Linear-by-Linear.9451.331
Association
N of Valid Cases100
a. 18 cells (72.0%) have expected count less than 5. The minimum expected count is .08.
INTERPRETATION
A Chi Square test was performed and Pearson chi-square significance value here is 0.121 which is greater than 0.05. Therefore we can say that there is no significant relation between Brand Quality and Consumer Buying Behaviour.Investing large amount of money in celebrity endorsement is useful * Celebrity endorsement influences the consumer buying behaviour
Crosstab
Expected Count
Celebrity endorsement influences the consumer buying behavior
strongly
strongly agreeagreeneutraldisagreedisagreeTotal
Investing large amount ofstrongly agree2.35.03.41.1.212.0
money in celebrityagree6.514.39.53.1.734.0
endorsement is usefulneutral6.113.49.02.9.632.0
disagree4.08.85.91.9.421.0
strongly disagree.2.4.3.1.01.0
Total
19.042.028.09.02.0100.0
Chi-Square Tests
Asymp. Sig.
Valuedf(2-sided)
Pearson Chi-Square33.878a16.006
Likelihood Ratio37.08616.002
Linear-by-Linear5.3851.020
Association
N of Valid Cases100
a. 16 cells (64.0%) have expected count less than 5. The minimum expected count is .02.
INTERPRETATION
A Chi Square test was performed to find out if investing large amounts of money for celebrity endorsement is useful or not. The Pearson chi-square significance value was found to be is 0.006 which is less than 0.05. Therefore we can say that there is a significant relationship between Celebrity Endorsement and Consumer Buying Behaviour.Celebrity endorsement helps in capturing the attention of masses * Celebrity endorsement influences the consumer buying behaviour
Crosstab
Expected Count
Celebrity endorsement influences the consumer buying behavior
strongly
strongly agreeagreeneutraldisagreedisagreeTotal
Celebrity endorsementstrongly agree4.910.97.32.3.526.0
helps in capturing theagree11.224.816.55.31.259.0
attention of massesneutral2.14.63.11.0.211.0
disagree.61.3.8.3.13.0
strongly disagree.2.4.3.1.01.0
Total
19.042.028.09.02.0100.0
Chi-Square Tests
Asymp. Sig.
Valuedf(2-sided)
Pearson Chi-Square13.926a16.604
Likelihood Ratio12.62816.700
Linear-by-Linear6.1621.013
Association
N of Valid Cases100
a. 19 cells (76.0%) have expected count less than 5. The minimum expected count is .02.
INTERPRETATION
A Chi Square test was performed and Pearson chi-square significance value here is 0.604 which is greater than 0.05. Therefore we can say that there is no significant relationship between Promotional Recall and Consumer Buying Behaviour.
Do you think that the products associated with celebrities are of good quality * Celebrity endorsement influences the consumer buying behaviour
Crosstab
Expected Count
Celebrity endorsement influences the consumer buying behavior
strongly
strongly agreeagreeneutraldisagreedisagreeTotal
do you think that thestrongly agree1.02.11.4.5.15.0
products associatedagree5.311.87.82.5.628.0
with celebrities are ofneutral7.817.211.53.7.841.0
good quality
disagree4.810.57.02.3.525.0
strongly disagree.2.4.3.1.01.0
Total
19.042.028.09.02.0100.0
Chi-Square Tests
Asymp. Sig.
Valuedf(2-sided)
Pearson Chi-Square19.460a16.246
Likelihood Ratio16.11516.445
Linear-by-Linear1.0801.299
Association
N of Valid Cases100
a. 17 cells (68.0%) have expected count less than 5. The minimum expected count is .02.
INTERPRETATION
A Chi Square test was performed and Pearson chi-square significance value here is 0.246 which is greater than 0.05. Therefore we can say that there is no significant relationship between Brand Quality and Consumer Buying Behaviour.Female celebrity influences more as compared to male celebrity * Celebrity endorsement influences the consumer buying
behaviour
Crosstab
Expected Count
Celebrity endorsement influences the consumer buying behavior
strongly
strongly agreeagreeneutraldisagreedisagreeTotal
Female celebritystrongly agree4.08.85.91.9.421.0
influences moreagree5.512.28.12.6.629.0
as compared toneutral6.514.39.53.1.734.0
male celebrity
disagree2.14.63.11.0.211.0
strongly disagree1.02.11.4.5.15.0
Total
19.042.028.09.02.0100.0
Chi-Square Tests
Asymp. Sig.
Valuedf(2-sided)
Pearson Chi-Square22.396a16.131
Likelihood Ratio22.52516.127
Linear-by-Linear.5191.471
Association
N of Valid Cases100
a. 17 cells (68.0%) have expected count less than 5. The minimum expected count is .10.
INTERPRETATION
A Chi Square test was performed and Pearson chi-square significance value here is 0.131 which is greater than 0.05. Therefore we can say that there is no significant relationship between Celebrity Gender and Consumer Buying Behaviour.Celebrity endorsement develops strong relationship with the customers and makes you repurchase and brand loyal? * Celebrity endorsement influences the consumer buying behaviour
Crosstab
Expected Count
Celebrity endorsement influences the consumer buying behavior
strongly
strongly agreeagreeneutraldisagreedisagreeTotal
Celebrity endorsementstrongly agree.81.71.1.4.14.0
develops strongagree8.218.112.03.9.943.0
relationship with the
neutral6.313.99.23.0.733.0
customers and makes
disagree
you repurchase and
3.27.14.81.5.317.0
brand loyal?strongly disagree.61.3.8.3.13.0
Total
19.042.028.09.02.0100.0
Chi-Square Tests
Asymp. Sig.
Valuedf(2-sided)
Pearson Chi-Square46.527a16.000
Likelihood Ratio36.45416.003
Linear-by-Linear18.0001.000
Association
N of Valid Cases100
a. 18 cells (72.0%) have expected count less than 5. The minimum expected count is .06.
INTERPRETATION
A Chi Square test was performed and Pearson chi-square significance value here is 0.00 which is less than 0.05. Therefore we can say that there is a significant relation between Brand Loyalty and Consumer Buying Behaviour.My chances of buying a mobile telecom brand are higher when a celebrity endorses it. * Celebrity endorsement influences the consumer buying behaviour
Crosstab
Expected Count
Celebrity endorsement influences the consumer buying behavior
strongly
strongly agreeagreeneutraldisagreedisagreeTotal
My chances of buying astrongly agree1.32.92.0.6.17.0
mobile telecom brandagree3.68.05.31.7.419.0
are higher when aneutral3.88.45.61.8.420.0
celebrity endorses it.
disagree7.817.211.53.7.841.0
strongly disagree2.55.53.61.2.313.0
Total
19.042.028.09.02.0100.0
Chi-Square Tests
Asymp. Sig.
Valuedf(2-sided)
Pearson Chi-Square22.257a16.135
Likelihood Ratio18.54416.293
Linear-by-Linear3.0171.082
Association
N of Valid Cases100
a. 17 cells (68.0%) have expected count less than 5. The minimum expected count is .14.
INTERPRETATION
A Chi Square test was performed to find out if there is effect of a celebrity endorsing on a mobile telecom on the consumer buying. The Pearson chi-square significance value here is 0.135 which is greater than 0.05. Therefore we can say that there is no significant relationship between Celebrity Personality and Consumer Buying Behaviour.In Dove's advertisement there is no celebrity in it. Do you thing their advertisements are enough persuasive for the consumer. * Celebrity endorsement influences the consumer buying behaviour
Crosstab
Expected Count
Celebrity endorsement influences the consumer buying behavior
strongly
strongly agreeagreeneutraldisagreedisagreeTotal
In Dove's advertisementstrongly agree2.96.34.21.4.315.0
there is no celebrity in it.agree9.721.414.34.61.051.0
Do you thing their
neutral3.06.74.51.4.316.0
advertisements are
disagree
enough persuasive for
3.06.74.51.4.316.0
the consumer.strongly disagree.4.8.6.2.02.0
Total
19.042.028.09.02.0100.0
Chi-Square Tests
Asymp. Sig.
Valuedf(2-sided)
Pearson Chi-Square21.994a16.143
Likelihood Ratio27.59016.035
Linear-by-Linear.2661.606
Association
N of Valid Cases100
a. 19 cells (76.0%) have expected count less than 5. The minimum expected count is .04.
INTERPRETATION
A Chi Square test was performed to find out if celebrity endorsement is going to have an impact on those brands which currently do not use celebrities for their promotion. The Pearson chi-square significance value here is 0.143 which is greater than 0.05. Therefore we can say that there is no significant relation between Celebrity Endorsement and Consumer Buying Behaviour in this case.Coke doesn't rely on celebrity endorsement. Do you think they really need to change their advertising strategy? * Celebrity endorsement influences the consumer buying behaviour
Crosstab
Expected Count
Celebrity endorsement influences the consumer buying behavior
strongly
strongly agreeagreeneutraldisagreedisagreeTotal
Coke doesn't rely onstrongly agree1.12.51.7.5.16.0
celebrity endorsement.agree2.96.34.21.4.315.0
Do you think they reallyneutral2.35.03.41.1.212.0
need to change theirdisagree8.618.912.64.1.945.0
advertising strategy?
strongly disagree
4.29.26.22.0.422.0
Total
19.042.028.09.02.0100.0
Chi-Square Tests
Asymp. Sig.
Valuedf(2-sided)
Pearson Chi-Square13.114a16.664
Likelihood Ratio13.41916.642
Linear-by-Linear1.2941.255
Association
N of Valid Cases100
a. 18 cells (72.0%) have expected count less than 5. The minimum expected count is .12.
INTERPRETATION
A Chi Square test was performed to find out if celebrity endorsement is going to have an impact on those brands which currently do not use celebrities for their promotion. The Pearson chi-square significance value here is 0.664 which is greater than 0.05. Therefore we can say that there is no significant relation between Celebrity Endorsement and Consumer Buying Behaviour in this case.Conclusion:
Celebrity endorsement does play an important role in moulding the consumers behaviour in todays changing world. Several companies associate their product with a popular celebrity who is recognized by the audience in order to create preference and mind share. In this study we tried to investigate the impact of Celebrity Endorsement on consumer buying behaviour. We selected different parameters associated with the celebrity endorsement i.e, gender, personality, Corporate Social Responsibility, promotion recall, brand loyalty, brand image and brand quality. After doing detailed statistical analysis we are able to conclude that celebrity endorsement has significant relationship with consumer buying behaviour. Celebritys personality also influences the consumers behaviour when it is associated with any product or brands personality e.g. if its a top class celebrity associated with the top class brand, this makes a great paring and its impact is greater and long lasting ; and eventually effects the consumers behaviour. Celebrity endorsement is also useful while building a brand image, since when celebrities are associated with any brand they are considered to its ambassadors and people actually follow them and perceive a particular brand accordingly. Another useful finding was that celebrity endorsement also entails brand loyalty and strengthens the relationship of the consumer with the particular brand. Gender of the celebrity doesnt play any significant role in influencing the consumers behaviour; people are more moved and persuaded by their favourite celebrities irrespective of their gender. Celebrity does helps in creating an image but when it comes to products quality, in that case product or particular brand speaks itself through its features other than relying on celebrity endorsement. Many of the non-endorsed brands are still preferred by the consumer because of their intrinsic value. On the other side for a marketer its a clever technique to earn their loyalties and embed their brands in consumers daily life.APPENDIX A (I)
Article Record
TABLE ARTICLE RECORD
YEAR OFARTICLEJOURNALAUTHORSALLMANAGERIAL
PUBLICATIONNAMENAME
VARIABLESIMPLICATIONS STATED
IN THATIN THE PAPER
PAPER
2008The ImpactPresented inIvory BarberLife styleCelebrity endorsed
of celebritypartial
products gain more
endorsemenfulfilment of
statusattention and interest than
ts onthe
an expert endorser.
consumerrequirement
behaviourof bachelors
The research suggests
andof arts degree
that celebrity status plays
attitudes.in
a vital role in marketing
communicati
products
on arts in the
department of
Research suggests that
communicati
the credibility of the
on arts.
endorser has a strong
Johnson
impact but the corporate
smith
credibility also consider
university
important in influencing
consumer reactions to
advertisements and
brands. So the celebrity
endorser can influence
the profitability of the
endorsed brand.
2012A study onJournal ofAnnaduraiPromotionAttitude of a consumer
theResearch inPughazhendi
towards a celebrity can
influence ofInternationalandCelebrityhave a direct or indirect
usingBusinessDeenadhayalendorsereffect on the attitude
celebrityManagementSudharani
towards brand.
endorsemen
RavindranConsumer
ts on
buyingResearch key findings
consumer
behaviorconsumers have a
buying
positive attitude towards
behavior in
celebrity endorsements
Tamil
and they get awareness.
Nadu, India
Endorsements becomes
memorable and
consumers can recall it in
buying situations.
Age, gender and family
income did not affect
much on purchase
decisions of consumers
on celebrity endorsed
products.
Mismatch of celebrity
with product attributes
has a negative impact on
consumer minds.
When consumers are
more attach to a celebrity
than it will effect
purchase decisions in a
positive manner.
2013Impact ofInternationalS. SivesanCelebrityBrand equity is taken as
celebrityJournal of
the dependent variable
endorsemenAdvanced
brand imageand celebrity
t on brandResearch in
endorsement is the
equity inManagement
independent variable.
cosmeticand Social
productSciences
Celebrity endorsement
depends on factors i-e
trustworthiness,
credibility, attractiveness,
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APPENDIX A (II)
Individual Article Summary Write up
Group Member name
Atif Raza
Article Title
Impact of celebrity endorsement on Teenagers Impulsive buying behaviour
Authors and Year
Sameen Jawaid (2013)SUMMARY
Purpose of the Research
The most unpredictable target market is the teenagers market. Whenever the marketer come up with any new idea and places the orders for production. During the positioning phase the trend/ fashion might be changed. So its very short span of time during which one has to analyze the emerging trends and positioned their products in the market. The marketer is always focusing on this audience as they are the most impulsive buyers of any new product. Apart from the impulsive nature, they are the most influential people who are influenced by their favourite celebrity.
The study was conducted to gauge the effect of celebrity endorsement on their buying behaviour and get the consumer views about how much their buying decision is affected when a product or a brand is endorsed by a celebrity how it brings change in their requirements, desires and motives.
As per the Kotler & Keller (2006), it can be due to cultural factor-fundamental determinant of persons wants and behaviour, social factor-behaviour influenced by outsider forces and personal factors-buyer personal characteristics.
Sample Size and Technique
The target market was the youth/ teenagers in Pakistan and they had selected the people from Islamabad. The sample size was composed of 150 teenagers including male and female participants; and mostly the candidates were from 9th to 12th grade. The pocket money varies from 100 to 2000. Non-probability, convenience sampling technique and survey search method was used.
Hypothesis
H1: Teenagers impulsive buying behaviour is positively associated with celebrity endorsementConceptual Definition
Celebrity Endorsement
McCracken (1989) described Any individual who enjoys public recognition and who uses this recognition on behalf of a consumer good by appearing with it in an advertisement.
According to Boorstin (1961) The celebrity is a person who is known for his well-knowingness.
Impulsive Buying Behaviour
Rook (1987) defined Impulsive buying where a consumer experiences a sudden change, often a very strong and permanent urge to immediately buy something. It is an unplanned purchase that is characterized by relatively rapid decision-making, a subjective bias in favour of immediate possession.
Operational Definition
Do you know what celebrity endorsement is? And why it is done while marketing a product?
Who is your favorite celebrity?
The impact of celebrity endorsement on impulsive buying behavior of teenagers in Pakistan.
Key Findings
The hypothesis we have assumed earlier is positive and accepted; and the statistics showed that celebrity endorsement has the significant impact on impulsive buying patterns. Moreover, the details of mean, standard deviation, and the correlation between celeb endorsement and its impact on spontaneous buying pattern of youngsters confirmed that the relationship exist between the variables.
Article Title
Impact of Celebrity Endorsement on Brand Image: A Communication Process Perspective on
30 Years of Empirical Research
Authors and Year
Carsten Erfgen (2011)SUMMARY
Purpose of the Research
We have observed through the ages that the sales of any product/ brand endorse by the favourite celebrities increases and repurchases will only occur if the product/ brand quality is up to the market/ consumer standards that satisfies the needs/ wants of the end user. The endorsement creates a favourable impact on the brand image. The study was conducted to weigh 24 brand image key factors e.g. celebrity, message, advertising channel and recipient characteristics through a predefined process that includes 36 empirical studies. The main focal points were credibility and high image-based resemblance. The study provides a platform and secondary data for further analysis on celeb selection criteria.
Most of the companies reserved a large amount of budget for the advertisement using the popular celebrities and the budget has been revised every year. The brand managers are constantly seeking and making long term contracts with the celebrities to endorse their brand/ products. For example, Nike spent around $339 million on celebrity endorsement in 2004. It is observed that in USA 25% of the broadcasted commercials based on celeb and 12% in Germany. As per the Keller (1993), brand image also establishes an important foundation for a brands economic value.
Sample Size and Technique
The sample was the secondary data i.e. preselected 36 research papers that cover the 24 key factors; and 10 out these success factors were selected for the analysis and measures the impact of celeb endorsement on brand image. Further, these factors were categorized into four elements based on the communication process i.e. celebrity characteristics, message characteristics, advertising channels characteristics and recipient characteristics.
Conceptual Definition
1- Celebrity endorsement and brand image
The celebrity endorser is a person who enjoys the people appreciation and acknowledgement and uses this recognition on behalf of consumer product/ brand by appearing in their commercials/ advertisements.
2- Celebrity endorsement from a communication process perspectiveThe precise definition of it is who says what in which channel to whom. Here Who is the sender, Says what is the advertisement, Which Channel is the communication media and who is the receiver.
Communication, including marketing communication that employs celebrity endorsers, can be characterized as a process in which the sender conveys stimulus to influence the behaviour of others.
Operational Definition
As explained earlier, 36 different research articles were used to investigate the impact on brand image using the communication channels. For this, 24 key success factors were choose and analyzed in detail. The success factors that were taken to study the impact of celebrity characteristics were: Perceived personal attributes congruence with the brand, external information, multiple endorsements, message characteristics such as argument, exposure, advertisement channel characteristics i.e. advertising medium, recipient characteristics i.e. demographics, personality traits, elaboration likelihood .
Key Findings
The key findings include the issues raised during the celebrity selection criteria, design aspects of the advertisement message, selection of communication channel, and the target market. The celebrity characteristics e.g. credibility, appealing personality, and lower elaboration likelihood all positively influence the brand image. Emphasizing the celebrity endorsement from the communication process perspective eventually gives a blue print containing diversity of sub components that managers should take into consideration whilst designing their respective campaigns.Group Member Name
Sara Samdani
Article Title
Impact Effect of celebrity endorsement on customers buying behaviour;
A Perspective from Pakistan
Authors and Year
Ali Ahmed, Farhan Azmat Mir and Omer Farooq (2012)SUMMARY
Purpose of Research
The main aim of this research paper was not only to study the impact of celebrity endorsement on consumer buying behaviour but adding to it also intended to study the elements of celebrity endorsement that makes it effectual and creates an impact.
Hypotheses
Researcher has formulated following hypothesis to test and verify:
H1: Celebrity endorsed advertisement positively influences buying intention of customers.
H1a: Celebrity Product matchup motivates me to purchase.
H2: Non endorsed advertisements do not persuade me to make purchase.
Research Design
Data collection approach
In this research paper researcher has used: (1) Primary data approach and (2) Survey data collection approach.
Measurement technique
In this research papers following measuring techniques are used in order to conduct the research: (1) questionnaires and (2) Scale i.e. Likert Scale.
The questionnaire was consist of a reverse five categories scale starting from 1= strongly agree to 5=strongly disagree, questionnaire was comprised of four sections i.e. General section: in order to gather the personal information of the respondents, further sections are as follow: section-I had 10 questions associated to Celebrity Endorsement, Section-II had 6 questions associated to Non-Celebrity endorsement and the last Section-III had 4 questions were associated to Measure the effect of celebrity endorsement. Sections mentioned in the questionnaire highlighted the important elements effortlessly, but in order to figure out new variables an easy procedure of Computation of New Variables was used I.e. SPSS 17.5, among the latest computed variables four were independent variables and one was dependent variable.
Following important variable were figured out:
Overall celebrity endorsement
Non-celebrity endorsement
Buying intention
There are three sub-variables which were also figured i.e.
Attitude towards celebrity
Celebrity motivation
Celebrity personality association
Sample
The survey was conducted in different educational institutions and offices of Pakistan, questionnaires were in the hard copy form along with an attached copy of celebrity endorsed print advertisement. The population was taken from Pakistan comprised of both female and male belonging to diverse age groups and professions. The total sample size was of 200 out of which 176 responded so the response rate was 88% to the conducted survey.
Following are details of the demographics of the respondents:
Gender
Male=124
Female=52
Age Group
15-20=6
21-25=143
26-30=27
Occupation
Students=129
Young Professional=42
Entrepreneur=3
Others=2
Model of Analysis
In order to see whether the data is valid or not, a reliability analysis was done and researcher found out that 74.6% of data is reliable. In this research paper regression analysis and correlation analysis has been used.
Linear regression analysis was being done on independent variables i.e. Celebrity Endorsement, Non-celebrity endorsement and dependent variable i.e. buying intention in order to study the impact of these above mentioned independent on the dependent variable. Whereas correlation analysis was being conducted on secondary variables of celebrity endorsement i.e. Attitude towards celebrity, Celebrity motivation and Celebrity personality association; correlation analysis has an advantage of not only measuring the strength of relationship among variable but also measures their direction.
Conceptual Definitions
Celebrity
According to (Schlecht 2003) term celebrity can be defined as,
Celebrities are people who enjoy public recognition by a large share of certain Group of people.
And the term Celebrity endorsement as defined by McCracken:
Any individual who enjoys public recognition and who uses this recognition on behalf of a consumer good by appearing with it in an advertisement?(McCracken 1989)
Celebrity endorsement
Celebrity Endorsement is one of these power tools by which advertisers try to leverage the image and identification of the celebrity to promote a product or company (Atkin & Block, 1983)
Operational Definitions
1. Does Celebrity Endorsement affect the buying intention of customers positively?2. Which dimensions of celebrity endorsement account greater of casting major impact on buying intention of customers?
Key findings
Findings which researcher got from the data verifies the H1, that is celebrity does effect the buying behavior of the customers, celebrity endorsed advertisement are more powerful then the advertisement which dont have any celebrity in it.
It was also found that customer does have more inclination towards the product which is matched with the personality of the celebrity as compared to the physical charisma of the celebrity who is endorsing that particular product which confirms the H1a.
Another remarkable finding was that non-celebrity endorsement has negative relationship with the buying intention which confirms the H2 also.Article Title
Celebrity Attributes and Influence on Consumer
Behaviour A Study of Shekhawati Region of Rajasthan
Authors and Year
Dr. Sushil Kumar Rai and Ashish Kumar Sharma (2012)SUMMARY
Purpose of research
Well now there is concept that addition of celebrity endorsement to the brand increases its recognition, trustworthiness and desire among the consumers. The personality characteristics of the brand and the celebrity who is endorsing it should match which the marketer is trying to embed in the customers mind. There shouldnt be a disparity between the two otherwise it will be devastating. This research paper intends to investigate about consumer perception and behaviour regarding various celebrities attributes.
Hypothesis
Ho: Celebrity attractiveness has no effect on consumer behaviour.
Ho: Celebrity controversy has no effect on consumer behaviour.
Ho: Celebrity credibility has no effect on consumer behaviour.
Ho: Celebrity gender has no effect on consumer behaviour.
Ho: Celebrity performance has no effect on consumer behaviour.
Ho: Celebrity popularity has no effect on consumer behaviour.
Ho: Celebrity profession has no effect on consumer behaviour.
Ho: Celebrity territory has no effect on consumer.
Research design
In this research paper they have used descriptive research because researcher is trying to build a relationship between different celebrity characteristics and their impact on customers behaviour, so in that case descriptive research was most suitable because it studies the phenomena which is under study intended to set up a relationship between the attributes.
Data collection Approach & Measurement technique
They have used (1) Primary data collection approach (2) Survey method
To gather data they have used survey method i.e. questionnaires focusing on how consumer behaviour is effected by several product endorsement depending on their pleasant
appearance, controversy, trustworthiness, gender, performance, fame/status, occupation and region. The questionnaire was comprised of five point likert scale with lowest point strongly disagree to the highest point strongly agree
Sampling method & sample size
Convenient sampling method was being used and 60 respondents were selected from the shekhawanti region of Rajastn consisting of districts of Churu, Jhunjhunu and Sikar.
Model of analysis
To determine the impact of different characteristics of Celebrities on customers behaviour they have applies mean, standard deviation, regression analysis and Chi-Square test was being applies to check the stated hypothesis.
Conceptual Definitions
Celebrity
Celebrities are people who enjoy public recognition by a large share of a certain group of people whereas attributes like attractiveness, extraordinary lifestyle are just examples and specific common characteristics cannot be observed though it can be said that within a corresponding social group, celebrities generally differ from the social norm and enjoy a high degree of public awareness (Schlecht, 2003).
Celebrities act as spokespersons in advertising to promote products and services (Kambitsis et al, 2002, Tom et al, 1992).
A celebrity who represents a brand or company over an extended period of time often in print and TV ads as well as in personal appearances is usually called a company's spokesperson (Schiffman and Kanuk, 1997).
Consumer Behaviour
The field of Consumer Behaviour is the study of individuals, groups or organizations and the processes involved to select, use and dispose of products, services, experiences, or ideas to satisfy needs and impacts that these processes have on the consumer and society.Operational Definitions
To study the influence of celebrities on consumer behaviour with respect to branded products and services.
To identify the attributes that defines the success of using a celebrity in product promotion.
Key Findings
Results from this article have shown that following factors such as celebrity controversy, gender, occupation does not have much impact on consumer buying behaviour where as celebritys charisma, trustworthiness, performance, fame and region does impacts the customers buying behaviour. Customer does prefer those products which are endorsed their favourite celebrities and they remain loyal to them and their endorsed product/services.Group Members Name
Fahad Ashraf
Article Title
The impact of celebrity endorsement on consumer behaviour and attitudes
Author and Date
Ivory barber (2008)SUMMARY
Purpose of research
The point of the study is to determine that how celebrity status affects the consumer behaviour and as well as the economic straits it put it on the household.
Advertisers use different marketing tools and tactics in order to gain interest of their targeted audience towards their product. Advertisement plays an important role in placement of a product which will influence and motivate the consumer in order to buy their product. TV audience can strongly relate themselves with celebrity endorsed products than non-celebrity endorsed products because they relate better to people they admire. Companies must have this information that using a celebrity in the advertisement will defiantly bring more revenues.
Advertising agencies have a major impact on the society, celebrity is the key to target consumer and celebrity endorsements have given entry to the economic turmoil. Celebrities have a great impact in order to change attitude and behaviour of the consumers. People are more focused on the name likened with the product than the product itself celebrities act as an spokesperson of a brand and product they endorsed and they support the brand image and the claims of the company by their name, personality and status which they possess in their field of work .Differentiation is created by the companies because of having celebrities in their ads.
Research has shown that consumers are more motivated to choose products and service which are endorsed by celebrity. Choosing a right celebrity is import