1. RESEARCH METHODOLOGY
CELEBRITY BRAND ENDORSEMENT
INFLUENCES CONSUMER
PREFERENCE

2. contents
• Introduction
• Celebrity brand endorsement
• Objectives
• Methodology
• Questionnaire
• Findings
• Analysis
• Celebrity interview
• Conclusion

3. Introduction
• use of celebrity for advertising in companies
has become a trend .
• 'celebrity endorsement' has attracted
immense debate.
• Indian advertisement has been placing a vital
amount of importance
• can create a positive and favourable image of
the company and helps in building brand
image

4. The celeb power
Who is a celebrity
• A person who does not require any
introduction, whose recognition is widespread
and gets regular attention of media as well as
people and always remain in headlines.
Need for celeb endorsement
• Act as best spokesperson for the products and
making it a brand

5. OBJECTIVES OFTHE RESEARCH
• To understand the impact of celebrity brand
endorsement on buyers purchasing decision
• To understand the various celebrity types and
means of advertisement affecting consumers.
• To understand the various age groups and
their relation with brand endorsement

6. RESEARCH METHODOOGY
• Sample design
• A primary research was conducted by
communicating with 100 respondents through a
self designed questionnaire
• Sample Size- A sample size of 100
respondents, both male and female in the age
group between 18-60 years belonging to different
occupations was taken from different parts of
Mumbai city.
• QUESTIONNAIRE

7. FINDINGS
GENDER

8. Do the celebs actually use the product
they endorse?

9. Hypothesis
• H₀ = Both the variables i.e. Age and buying a
product due to a celebrity using are
independent of each other.

10. Chi-square test
Chi-Square Tests
Value df Asymp. Sig. (2-
sided)
Pearson Chi-Square 7.095a 12 .851
Likelihood Ratio 7.957 12 .788
N of Valid Cases 100
a. 12 cells (60.0%) have expected count less than 5. The minimum
expected count is 2.56.

11. INTERPRETATION
At 5% level of significance
Alpha value = 0.05
P value = 0.851
P value > Alpha value
Hence, we accept the null hypothesis and
conclude that Age and buying a product due
to a celebrity using are independent of each
other.

12. Chi-square test
• H₀ = Both the variables i.e. Gender and
products endorsed by celebrities are of good
quality are independent to each other.

13. Chi-Square Tests
Value df Asymp. Sig. (2-
sided)
Pearson Chi-Square 4.271a 8 .832
Likelihood Ratio 4.453 8 .814
N of Valid Cases 100

14. INTERPRETATION
At 5% level of significance
Alpha value = 0.05
P value = 0.832
P value > Alpha value
Hence, we accept the null hypothesis and
conclude that Gender and products endorsed
by celebrities are independent of each other.

15. Chi-square test
• H₀ = Both the variables i.e. Age group & brand
recognition are independent to each other.

16. Chi-Square Tests
Value df Asymp. Sig. (2-
sided)
Pearson Chi-Square 52.727a 12 .000
Likelihood Ratio 66.029 12 .000
Linear-by-Linear
Association .452 1 .501
N of Valid Cases 100

17. INTERPRETATION
At 5% level of significance
Alpha value = 0.05
P value = 0.000
P value < Alpha value
Hence, we reject the null hypothesis and
conclude that purchase intent depends on
variable age

18. PAIRED T TEST
• Ho- there is no significant difference in the
mean ratings towards the perception of the
brand before and after the celebrity endorsing
a product has been involved in a scandal

19. PAIRED T TEST
Paired Samples Test
Paired Differences t df Sig. (2-
tailed)
Mean Std.
Deviation
Std. Error
Mean
95% Confidence Interval of
the Difference
Lower Upper
P
ai
r
1
Q2 -
Q3
-.08000 2.03842 .20384 -.48447 .32447 -.392 99 .696

20. INTERPRETATION
At 5% level of significance
Alpha value = 0.05
P value = 0.696
P value > Alpha value
Hence, we accept the null hypothesis that there
is no significant difference in the mean ratings
towards the perception of the brand before
and after the celebrity endorsing a product
has been involved in a scandal

21. FACTORIAL DESIGN WITH TWO OR
MORE FACTORS
• H₀ = Different types of celebrity endorsement
does not create a significant difference in brand
recognition.
• H₁ = Different means of advertisement does not
create a significant difference in brand
recognition.
• H₂ = Combination of different types of celebrity
endorsement and advertisement does not create
any significant difference in brand recognition.

22. FACTORIAL DESIGN OUTPUT
Between-Subjects Factors
Value Label N
Q8
1.00 filmstar 55
2.00 politician 10
3.00 cricketer 15
4.00 famous
personality 20
Q10
1.00 television 20
2.00 radio 25
3.00 magazine 15
4.00 newspaper 30
5.00 internet 10

23. FACTORIAL DESIGN OUTPUT
Tests of Between-Subjects Effects
Dependent Variable: Q1
Source Type III Sum
of Squares
df Mean Square F Sig.
Intercept
Hypothesis 231.746 1 231.746 58.485 .005
Error 11.802 2.978 3.963a
Q8
Hypothesis 38.911 3 12.970 2.652 .157
Error 25.161 5.145 4.890b
Q10
Hypothesis 20.334 4 5.084 .807 .573
Error 29.435 4.675 6.297c
Q8 * Q10
Hypothesis 26.168 5 5.234 5.939 .000
Error 76.667 87 .881d

24. INTERPRETATION
At 5% level of significance
Alpha value = 0.05
P value = 0.157
P value > Alpha value
Hence, we accept the null hypothesis that
Different types of celebrity endorsement
does not create a significant difference in
brand recognition

25. INTERPRETATION
At 5% level of significance
Alpha value = 0.05
P value = 0.573
P value > Alpha value
Hence, we accept the null hypothesis that
different means of advertisement does not
create a significant difference in brand
recognition.

26. INTERPRETATION
At 5% level of significance
Alpha value = 0.05
P value = 0.000
P value < Alpha value
Hence, we reject the null hypothesis that
combination of different types of celebrity
endorsement and advertisement does not create
any significant difference in brand recognition.

27. CONCLUSION
• From the above analysis we conclude that
celebrity brand endorsements does not have
an impact on consumer preference
• It is irrespective of what the medium of ad is
and the type of celebrity