Dissertation 1

INSTITUTE OF BUSINESS ADMINISTRATION, KARACHI BUSINESS MBA THESIS

“Comparative study of Impact of Celebrity Endorsements on the Purchasing Behaviour of UK and Pakistani college/university students.”

MBA THESIS


ABSTRACT

Celebrity brand endorsements are believed to influence the purchasing behaviour of consumers

all around the world. It is relationship between the two variables i.e. buying behaviour of

college students and the celebrity brand endorsement is what this study embarks to fathom.

Celebrity endorsements have always been considered worthwhile since organizations get

substantial return by the campaigns for promotions backed by the celebrities. Huge amounts of

money are poured into such campaigns and the results are in shape of the buying patterns that

consumers portray through their shopping visits. The students from prestigious universities are

brought in to the research through ample representation from the student body of both the

institutions from Pakistan and UK. Karachi University in Pakistan is a state university with a

rich history and a sample of twenty has been analyzed through quantitative methods so as to how

much they are influenced by the discussed phenomenon.

The university with which the comparison is drawn and analyzed is London School of Business

and Finance that parallels Karachi University in many aspects. The study encompasses all the

motivations and stimulus, related to the buying behaviour, which the organizations capitalize

upon with celebrities in their advertisements. The questionnaire has taken care of including all

the areas that address the relevant issues with the youth of both the countries regarding celebrity

brand endorsements. Research methodology is based upon the quantitative analysis of the

questionnaire responses by different statistical tools further explained in the methodology and

findings are thus listed in order to come up with substantial conclusions and recommendations.


ACKNOWLEDGEMENT

I would like to acknowledge the support of my research supervisor Mr. Muhammad Ishaque

Shaikh, whose valuable feedback has always helped me in keeping up with the best ways

possible to complete this dissertation since it’s so far my biggest achievement in academic life as

this is for every other student also. This piece of work is what I take pride in since I have been

able to explore an area of my interest and this couldn’t have been imagined that I would be able

to accomplish such a mammoth task since it is all because of the support from the administration

of The Institute of Business Administration, Karachi

This phase was rigorous and I contacted the supervisor whenever I felt the need and I am glad

that I always got a positive response that to my delight had also been productive as it can be seen

throughout this thesis.


TABLE OF CONTENTS

CHAPTER 1: INTRODUCTION ……….. 7

1.1 Backdrop and reason behind the study........................................71.2 Purpose or objective of the study..................................................101.3 Problem Statement.........................................................................111.4 Significance of the study.................................................................12

CHAPTER 2: LITERATURE REVIEW

2.1 Concerns regarding Brands...............................................................142.1.1 Definition of Brand...............................142.1.2 Brand Strategy.......................................162.1.3 Brand Identity........................................172.1.4 Brand Management................................182.1.5 Brand Audit............................................192.1.6 Brand Equity...........................................212.1.7 The Brand Equity Pyramid.....................222.1.8 Brand Strategy Development..................232.1.9 Brand Communications Plan..................242.1.10 Brand Experience....................................25

2.2 Celebrity Aspects..................................................................................252.2.1 Definition of Celebrity...........................252.2.2 Celebrity as stars.....................................272.2.3 All-seeing, All-knowing, All-powerful..............272.2.4 Aspects related to Celebrity...............................28

2.2.4.1 Celebrity Values (Celebrity –Product Match).....................282.2.4.2 Costs related to celebrity......................................................282.2.4.3 Celebrity controversy risks, popularity and availability.......292.2.4.4 Physical appeal to the celebrity............................................302.2.4.5 Celebrity – A brand user......................................................30

2.3 What endorsements entail?.............................................................312.4 Celebrity Brand Endorsements in both the countries..................31

CHAPTER 3: METHODOLOGY 33

3.1 Research Strategy.............................................................................333.1.1 Sampling Technique................................34

3.2 Objectives behind every research question....................................353.3 Choosing web based survey methodology......................................373.4 Reasons behind not choosing other methodologies.......................39

3.4.1 Disadvantages of telephonic surveys................40


3.4.2 Disadvantages of one to one surveys................403.5 Validity, Reliability, and generalisibility..........................................413.6 Statistical Methodology......................................................................41

CHAPTER 4: FINDINGS 43

4.1 Buying Motivation...............................................................................434.2 Reasons for celebrities endorsing brands..........................................464.3 Preference of Celebrity Attributes.....................................................484.4 Celebrity Personality influencing Brand Image................................524.5 Price Premium for celebrity endorsements........................................544.6 Brand Recall with Leonardo Dicaprio………………………………574.7 Respondents’ Profile.............................................................................60

CHAPTER 5 : ANALYSIS AND DISCUSSION 61

5.1 Hypothesis 1...........................................................................................615.2 Hypothesis 2...........................................................................................655.3 Analysis of open ended responses.........................................................68

CHAPTER 6: CONCLUSION & RECOMMENDATIONS 73

CHAPTER 7: REFERENCES 77

CHAPTER 8: APPENDICES 81


TABLE OF CHARTS

Buying MotivationFor UK studentsFor Pakistani students

Page 434344

Reasons for celebrities endorsing brandsFor UK studentsFor Pakistani students

Page 464646

Preference of celebrity attributesFor UK studentsFor Pakistani students

Page 484850

Celebrity personality influencing brand imageFor UK studentsFor Pakistani students

Page 525252

Price premium for celebrity endorsementFor UK studentsFor Pakistani students

Page 545455

Brand recall with Leonardo DicaprioFor UK studentsFor Pakistani students

Page 575758

Analysis of open ended questionsFor UK studentsFor Pakistani students

86870

Page 6


CHAPTER 1: INTRODUCTION

The area of my research is specified by the topic: Comparative study of Impact of Celebrity

Endorsement on the Purchasing Behaviour of UK and Pakistani college/university students. The

study is based upon my personal assumption that celebrity endorsements in advertising

campaigns exercise a considerable influence on dictating and influencing mindsets of target

segment. Being an international student, I believe that there’s a difference between the extents to

which the students are influenced by such campaigns having different backgrounds in terms of

nationality. CIA World Fact Book (2011) lists UK at 32nd position and Pakistan at 135th position

as far as the GDP per capita of both the countries is concerned, the difference is evidently

yawning and gives credence to the case that I intend to make in this study. UK is a developed

country that belongs to Europe. UK’s youth population, according to Grundy & Jamieson (2002)

is composed of 12.1% (age 18 to 24).

On the other hand, Pakistan is a country that belongs to Asia and is a third world country which

has been struggling with its economic standing regionally as well as worldwide. World

Population Foundation (2011) states that Pakistan’s population is composed of 64% youth (under

age 25) which is a sign of vibrant nation. It’s a major chunk from the whole population which is

believed to be more receptive and impressionable to the advertisements’ communication. So the

students from a reputed university in both the countries would be taken into the sample of 40 in

order to compare their motivations regarding celebrity endorsements in the advertisements

prevalent in every medium we come across with in today’s world. The difference in the youth

population and economic backgrounds paves the way for undertaking the study with a goal in

mind.


1.1 Backdrop and reason behind the study

The reason why this topic is of interest is based on the most prevalent phenomenon throughout

the globe lately – the power of media, that I intend to gauge across the globe between the

students of UK and Pakistan. The 20th century ushered in the advent of media that had not been

as vibrant and ubiquitous in previous era as they are today. O'Guinn, Allen & Semenik (2009)

explain that all the media networks are the tools which organizations employ to churn out profits

through creative advertising tactics. They go to the extent of declaring all the relevant gimmicks

as branded entertainment. They portray the evolution of advertising till date and eventually hail

the first decade of the 21st century, i.e. 2000 onwards, as “consumer empowerment and branded

entertainment” era. Television and radio ruled the media landscape and the advertising embarked

on the journey to evolution that till date have been indispensible aspects of any business. The

competition has been fierce among the firms who have always been trying to assume major

market share and for this very reason, they always intend to grab and hold the attention of

consumer. One of the many cogent gimmicks that advertising utilizes is celebrity endorsements

for their respective products and services.

Celebrity endorsement is effectively defined by the branding strategy insider (2010) as the way

of communication with respect to the brands, in which the celebrity speaks about the benefits and

attributes of the brand relating it to his or her personal life experiences so as to render originality

in the messages communicated by organization to the consumers through different media. There

are so many aspects which are prominent among the celebrities like reputation, name, lifestyle

and personality that are also the elements of a brand, so the connection between the reputation

and personality of the two can do wonders for the brand recall if the match is up to the mark.

The celebrity brand endorsements, in view of Majumdar (2010), are effective and result oriented

and he associates few aspects with the discussed technique of endorsements such as rapid recall

and mass awareness, brand positioning, credibility of the advertisement’s message, and many

more. Majumdar (2010) believes in the sheer ability of brand endorsements to create a deep


impact on consumers’ thoughts so as to elicit purchases from them against something grandiose

promised by the reputed celebrities. The level of impact that the celebrities have on the

consumers’ mindsets has been established as a universal fact. Organizations start with

positioning their proposition and then targeting the consumer section that eventually prompt the

firms to come up with a creative strategy to communicate the message effectively to the

consumers. Tolani (n.d.) states that contemporary trends in advertising have been influenced by

the choices that the consumer is bombarded with now. He mentions internet marketing as the

foremost concern in this part of the century that include viral marketing campaigns, social

marketing, etc in which the role of celebrities could be used to the best interests of organizational

motives to get the message across by in social terms as well.

Young people have always been prone to the behavioural antics of the celebrities they admire

since their impressionable minds hold them in high esteem. This is the reason they emulate them

and do whatever they perceive their favourite celebrities do to appear socially famous and

acceptable. The case in point is of Australian Department of Health’s deregulation campaign of

nicotine replacement therapy (NRT) products in 1997 as quoted by Chapman & Leask (2001).

The campaign was backed by the advertisements in which the famous Australian cricketer was

signed in as the endorser. The case is a testimony to the celebrity endorsements’ impact on

young population of the nation that mostly include the students. The case study says that Shane

Warn couldn’t keep up with the terms of not smoking. The act of public smoking by Warne had

a huge impact on the nation’s young section of population since he was looked up to as an ideal

athlete and the impression was being made in the minds of youth that smoking did wonders to

the athletic performance if it is done by Shane Warne. The excerpt from the Australian

Department of Health’s deregulation campaign of nicotine replacement therapy (NRT) case is as

follows:

“But if he accepted an approach from a company wanting to make money out of helping smokers

to quit, he was equally reprehensible. It would seem that, based on public reaction, the only

morally acceptable path for Warne to have taken would be to have refused to have taken the

money.”


I am of the view, in conjunction to the above mentioned, that youngsters take more of the

impression from celebrity brand endorsements. Advertising is overall an interesting phenomenon

to delve deeper into but my research area is based upon analysing the difference, if there is any,

between the buying behaviour or preferences of youth from both the countries so that we could

establish the degree of contrast through an independent study.

1.2 Purpose of the study

The purpose of the research is to establish whether there’s a difference between the extents of

impact that the consumers, from two very different countries, have on their purchasing

behaviour. This behaviour is measured in terms of the influence of advertising campaigns that

boast celebrities, who are well known in their respective spheres, endorsing the brands. The

difference is emphasized on the basis of nationality keeping in perspective the age bracket of 18

to 30 years that include both the graduate and post graduate students in the sampling frame. The

students are specified to be included in the sample owing to the fact that they are the most

impressionable individuals who make extensive use of media through digital and social means.

The study is independent in a sense that the personal observation is unique in this regard since

the researcher has himself observed considerable impact on students in UK as well as in

Pakistan.

The purpose of the study is justified in a sense that organizations worldwide spend major chunk

of their marketing and advertising communications, and the impact that is created has always

been of more concern to the firms. Researcher intends to gauge the impact across the globe on

the students to make it clear for the interested stakeholders to get glimpse of a big picture

through this modest initiative. As Taleja (2010) quotes numerous factors that the organizations

need to reign in for the celebrity incorporation in their advertisements. The costs are not only

related to the fee that the celebrities charge to act in the advertisements or for endorsing the

brands but also to the concerns that products and celebrities have to be matched in reputation,

availability of the celebrity, and many other considerations.


The study also serves its purpose in exploring positive aspects of brand celebrity endorsements

by recognising the legible impacts on the youth which is supposed to be the most receptive and

mentally agile section of society. As far as the negative perceptions of celebrity brand

endorsements are concerned, Bhandari (2009), in his article regarding endorsements’ worth,

defines the celebrity brand endorsements as “nothing but lazy advertisement”. What caused this

critique from Bhandari are the varied costs related to such endorsements as he states that the

brands are associated with the celebrities to communicate the message in best possible way

consuming fraction of the time against the advertisements with no prominent celebrity, but what

turns this phenomenon ugly is the fact that most of the times the brands themselves could have

been worked upon before endorsing them through any celebrity.

These links and missing links are what this study has to consider, keeping in perspectives, the

younger generation’s motivations to purchase the brand with a celebrity’s endorsement.

1.3 Problem statement

The problem is related to the degree of difference between the level of impact that the celebrity

brand endorsements has on the students’ buying behaviours from different national and cultural

backgrounds. The questions that this research work sets out to address are related to the

motivations of consumers in relation to the celebrity appeal used in the advertisements:

-In what ways do the students get influenced by the celebrity brand endorsements in the

advertising campaigns worldwide?

-What is the level of attention that the celebrity brand endorsements grasp from the student

section of a society?

-Does the country’s economic and social setup practice the influence over the celebrity brand

endorsements campaigns’ objectives?

The underlying assumption is the study is that the difference is not there since the youth from

both the countries have got ample access to the global media and they are always subjected to the


same kinds of celebrity brand endorsements most of the times. The study furthers this hypothesis

in the best way possible through quantitative methods entailed by administering close-end

questionnaires among all the respondents. Questionnaire includes all the areas addressed related

to the celebrity brand endorsements so the results and analysis do possess substance.

Aim of the research and its objectives:

The hypotheses or assumptions that are assessed through this research work are:

Assumption 1:

Ho

Consumer perception about the influence of Celebrity's Personality to a Brand Personality in

both the countries is the same i.e. P1 - P2 = 0

Ha


both the countries is not the same i.e. P1 - P2 ≠ 0

Assumption 2:

Ho

Same proportion of Consumer will pay extra money for the brand endorsed by their favourite

celebrity in both countries

Ha

Same proportion of Consumer will not pay extra money for the brand endorsed by their

favourite celebrity in both countries

1.4 Significance of the study

The endeavor is significant in the light of the magnitude of efforts that the firms put into

realizing profits from their marketing communications, advertisements, promotional campaign,

etc. Brands have always been significant as far as the marketing communication goes. The brand


is emotionally oriented phenomenon that, in words of Herman (2003), is reoriented in

accordance with today’s competitive dynamism. Herman (2003) opines that brand is the

expectation and anticipation of how the consumers would be feeling through the experiences of

availing the product or services.

The sphere of branding is as vast as the landscape of marketing communications, and in addition

to the brand, every other element in the topic possesses significance in a sense that celebrity

itself has a legitimate definition and Haywood (2011) affirms this by portraying the relationship

between the celebrities and brands on the basis of reputation that they both mutually possess.

Haywood states that firms have been successful in identifying the celebrity characteristics that

match with the characteristics of their proposition that include both products and services and

sign those celebrities in the promotional campaigns to add glamour and emotional appeal in the

advertising message.

The last thing, but not the least, is endorsement that can ideally be regarded as ethical benchmark

for communications in advertising. Whether they are by celebrities or previous patrons of a

product or services, endorsements do entail ethical responsibility and this is what makes this part

very significant. Thus the research as a whole is significant indeed as it will add value to the

knowledge base of the concerned segment by parallels in order to make the connection crisp,

between the celebrity brand endorsements, being an integrally important part of marketing

communications, and the buying behaviour of consumers who are the main focus of the firms.


CHAPTER 2: LITERATURE REVIEW

The theoretical framework for this research work entails the detailed analysis of all the

components that make up the phenomenon of celebrity brand endorsements. The various factors

that make up the whole concept are discussed in detail in accordance with relevant literature and

researches. The brand is the part which makes up the major chunk in this regard since everything

is exclusively attached to the brand recognition and personality makeup while celebrity makes

himself available for the brand for various reasons behind that relates to his or her own interests

and personality and other motivations. The research work has got two nationalities involved, i.e.

Britain and Pakistanis, so the comparative analysis precede a considerable account of what they

both differ in their knowledge of the subject and how are they projected to the media, i.e. to what

extent they are exposed to the celebrity brand endorsements. In this way the underlying

phenomenon of consumer buying behavior will also be discussed with respect to the literature.

2.1 Concerns regarding Brand:

2.1.1 Definition of Brand

The very important aspect in the phenomenon that this study has assessed is brand. Middleton

(2010) regards brand as the other word for meaning and he defines the term in equivalent manner

by associating the brand with all the meanings that reside in hearts and minds of the consumers


regarding a certain experience or product. The brand is highlighted as everything that the

customers and potential customers think and feel about a particular product or service. The

Persuasive Brands (2011) defines the brand as a perception that consumer garners in his mind

regarding the product or service and the collection of all the relevant perceptions and images

make up a set that is called brand. The consumers generally respond to the brands in connection

to the different aspects like logo, jingle in the ad, tagline or something of the same proportion but

the scope of brand is more that these factors and brand is regarded principally by the professional

as the promise or essence for the delivery of required experience or product quality to the

consumer. The brand management is an aspect that the businesses strives the most at. The

branding per se is a vast subject professionally as well as academically. There are plethora of

area and dimensions associated with the term that are discussed ahead in this literature review so

as to create a substantial background of the study.

Hahn (2007) is of the view that ever since the birth of man branding has made choices easy for

the customers and performance measurement easy for the organizations. It is now a common

perception that business performance is bolstered to a great extent by strong brands. Brands have

the power to elevate the image of company in the eyes of informed buyers as well as for

uninformed buyers since brand makes the product prominent in the market place and makes it

stand out of the lot. Hahn states that brand is ideally defined as the connection which is formed

on emotional and personal basis that it becomes very intimate with the customers who then.

There’s a mention of accumulate experience in the texts that relate to the various aspects of

branding.

Hahn (2007) endorses the value of brand to appear positively before the consumers’ eyes since

this is the tactic through which the virtues of loyalty, trust and satisfaction could be cultivated

between the brand and the end consumers. The credibility gives organization the benefit of

enhanced shareholder value and consequently the long run acceptance and growth in the market.

Brand exudes a feeling and conviction that is believed to be a practice for business integration

and success. Hahn (2007) believes that brand should be communicated through every procedure

that the organization take part in and through every action and inaction that the company takes.

Branding is an unstoppable phenomenon that needs to be weaved across all the organizational


elements in order to enhance the services and image at every customer contact point so as to

create customer loyalty and advocacy.

The branding is composed of few exhaustive disciplines that Hahn (2007) elaborates and those

disciplines further have their own elements that contribute to the development and sustainability

of a brand. What Hahn mentions as the disciplines are: Brand Strategy, Brand Identity, Brand

Management, and Brand Experience. The detailed discussion of theses disciplines, with relevant

sources is as follows:

2.1.2 Brand Strategy

Ahmad & Clifton (2009) states the importance of branding as a strategic tool in a sense that he

equates brands with a lot more than devising logo and other communication gimmicks. The

authors condemn the perception of early organizational managers who took branding as merely a

cosmetic approach to tinker with the logo and this was tantamount to saying bluntly that the

customers are not of their concern. The branding is all about generating sustainable wealth that is

the core element of the strategy devised at strategic levels of all the companies worldwide. In the

decision making process of organizations, the brand adds the most valuable inputs so as to make

organizations able to cut costs where necessary and to invest where needed. The major benefits

that commonly are generated out of branding are the loyal customers and some extent of security

with respect to the patterns of demand. Ahmad & Clifton (2009) cites one of the chief executives

as he attributes ultimate success to all those organizations where the brand is not only regarded

as something to advertise and market but also is permeated throughout the modus operandi of

organizations at all hierarchical levels. Each and everything that the organizational member does

should exude the brand as a holistic and universal phenomenon that should span over the whole

entity.

Brand is strategized by the factors that Nissim (2005) enumerates as perception, value and

differentiation. He elaborates the logic behind the connection between all of them by stating that

perception is the starting point in building a brand since whatever organization does, however

small or big, eventually becomes the part of the brand. The perceptions relate to the customers


who observe the behaviour of all the members of organization. Nissim exemplifies McDonald’s

restaurants in the discussion and says that everything from the taste of meal to the behaviour of

employee in the parking lot with a customer represents brand. The value is ingrained in the

product and services that the organization offers amidst tough and dynamic competition in which

the alternatives are abounding. What makes one stand out of others is the value that a certain

brand can offer without any parallel. Differentiation is an extended aspect of value in which the

customers actually recognize the difference between the product offerings of various players in

the field or industry. Nissim emphasizes on creating a compelling story that could help the brand

evolve and sore heights. Merely following suit with the industry trends is not an option to build a

brand but what the branding entails as a strategy is some daring action to lodge a specialized

corner in consumers’ minds and hearts and this is where differentiation gets the wonders done.

2.1.3 Brand Identity

Temporal (2002) defines and differentiates among various identities that the organization strives

with throughout its life span. He opines that it is very crucial to tell such identities apart from

each other since they make up the reason for the organizational existence. Corporate identity is

defined by Temporal (2002) as an area related to the visuals of the company’s existence. The

exercises for corporate identity are undertaken by various companies on frequent basis. These

exercises bring innovation and changes in to the designs, logos and collaterals that are

instrumental to the image of the organizational brand. These endeavours are directed towards

modernizing the aspects of branding but the core essence of brand remains intact. The brand is

always regarded with what it stands for making its personality perpetually recognizable. The

identity is most of the time mistaken by the corporate entities to be changeable by these actions

but the fact remains that changing logos and imagery do not change the brand itself as the

agencies and consultancies. The quality is an aspect which is most primarily related to the image

of organization that ultimately make the brand identifiable so the quality remains at the heart of

all the functions in the organization and it needs overhauling not the logos and signage alone.


Brand identity or personality is therefore defined in terms of entire notion that an organization

carried with itself in its operations and deeds. The brand identity reins in the various components

of quality, service, values, and the benefits that the product of a particular brand promises.

Identity of a brand is what consumers perceive about the brand so that it personifies before them

in a certain manner, for example charismatic in case of Mont Blanc. Brand identity is ultimately

everything that the company wants to be before the eyes of customers. Brand image is most of

the times confused with the phenomenon of brand identity. Both the terms are different in a

sense that image is what customers actually perceive about the organization and this perception

doesn’t have to be in line with what organization wants it to be seen so there can be some gap

between the communications that causes image to be different from actual brand identity

cultivated by the organization.

Airey (2010) further simplifies the aspect of brand identity and says that brand identity is the

identity that customers think of when the brand name is mentioned rather than thinking of the

product or service related to the brand. He enumerates various brands, including TIME,

Microsoft, Ford, Apple etc that appeared positively before customers’ eyes. Brand identity is

therefore related to the way that customers look at the brands and this has been of huge concern

for the organizational heads ever since the emergence of dynamic competition since creating a

brand identity has to do a lot with the investments necessary for achieving recognition rates but

nevertheless organizations always try to put their best façade before the customers. Montoya &

Vandehey (2009) puts the phenomenon of brand identity is disciplinary manner by declaring

some crucial elements that make up the official identity that is then communicated consistently

to the target audience. The elements included company name, slogan and an icon which all make

up the organizational brand identity.

2.1.4 Brand Management

Brand management is a discipline that takes care of everything mentioned above and all the

aspects that relate to the overall branding of the organization. Phillips (2004) elaborates the

brand management as the way to build brands by putting customer needs at the centre of the


organizational spectrum. The brand management is about differentiating the brand and

inculcating emotional connections with them so as to benefit the organization in the very long

run.

Developing a brand entails rigor and persistence over a period of time so that the endeavours

could bear fruits. Entrepreneur.com (2011) represents branding as a fully fledged discipline that

possesses concrete decisions regarding:

- Mission of the organization

- The benefits that products and services offer to the target market

- Prevalent image and perception of the customers from the very beginning

- Aspirations of the company regarding the level of quality they want to be associated with

The process of developing a brand starts after realizing the above mentioned and recognizing the

need of modern times. Phillips (2004) has further expatiated upon the brand management and

says that the customers are the base of understanding the brand whether it’s the essence or

anything related remotely to it. The other customers are the internal stakeholders that specially

make up the employees of the organization. All the perceptions and concepts that all the

stakeholders garner in their mind about the image, reputation and reliability of the stakeholders

can be exploited in order to add more appeal and value to the branding aspect.

The factors and images are abounding and can be explained as the level of familiarity of

customers regarding the market competition in the relevant industry with the company or

organization, the extent to which the perceptions are positive or negative regarding the brand, the

level of depth with which the views regarding the organizational brands are held by the

consumers – which is something very important regarding the creation of emotional appeal with

the brand. The perception also is counted regarding the chance of brand strength afforded to it

through barriers and existent opportunities. The management of the branding aspect requires

rigorous work on the part of relevant managers who have to make sure that the brand has

considerably positive impact on the consumers, their decisions and lifestyles, and ultimately how

profound the impact is there on the organizational financial position.


Brand Management has come up with different concepts of branding that helps to evolve and

sustain the brand over a long period of time. Few of the concepts are described below:

2.1.5 Brand Audit

Brand audit is entirely a customer based phenomenon that is basically the assessment of brand’s

health and hygiene. The brand audit is different from the normal audit that has financial

underpinnings since it’s carried out internally, as Phillips (2004) quotes. In the audit, managers

and relevant workforce strive to unearth what sources have been adding to the brand equity and

consequently ways to capitalize upon those to enhance and leverage equity. Brand audit is all

about exploring the current trends and information regarding a particular brand and this audit

does entail a primary research. This brand audit serves the organization In a way that whole

brand strategy is then predicated upon its findings. The relationships between brand and

stakeholders are of importance and audit connects information of such relationships with the

development of brand on strategic levels.

Phillips (2004) enumerates the following steps that make up the whole brand audit which are

explained as follows:

- The perusal and analysis of the data both of primary and secondary nature, through which

the trends and impacts of the brand could be elicited on the industry as well as on the

consumer.

- The reviews and analysis also are carried out in order to know the impact of the

competition prevalent in the industry. This entails the data collection on the crucial

competitors and the market dominating firms with their own brands.


- The internal stakeholders are assessed through different techniques of interviewing in

order to know what the managers and sales force think of the business and the brand

being assigned with the huge responsibilities to manage it.

- The impact is very important with regard to the influence of media, analysts and other

constituencies that are constantly in touch with the internal and external stakeholders

involved in building up the brand.

- The customers, as mentioned before, are crucial for the branding decisions by the

organizations so they are to be researched rigorously time to time in order to disclose

what thoughts and perceptions the customers keep with them related to the particular

brand. For this very purpose, the customer research is regarded most important as the

primary data on which the future actions could be predicated upon.

- The research is also thoroughly carried out regarding the connection of sales revenues

with the past trends. The factors are recognized that drive the revenues and point out the

potential sources of danger in line with the analysis. Each and every aspect of consumer

demographics is also researched in this regard to minimize the risks as much as possible.

- The analysis of strengths and weaknesses is carried out along with that of opportunities

and threats so that the marketing 4 Ps could be brought in sync with the extracted. The

brand is strong with such vigorous research behind to bolster its actions.

- The impact is really important to be analyzed with the consistency levels of the brand and

this is carried out through assessing the attributes related to the product’s strengths and

weaknesses, the strategy of pricing and positioning in the competitive environment, the

strategy related to the distribution, and the factors related to brand personality and

characteristics.

2.1.6 Brand Equity


Phillips hails the differentiated bond as brand equity, an area that relates to the customers’

loyalty, profitability, and shield against negative word of mouth or competitive abuse. These all

the aspects are in terms of original and valuable asset with financial and tangible outcomes.

LePla, et al (2003) expands upon the concept of brand equity and says that brand equity

measurements do allow the quantification of the nature of relationship the consumers have with a

brand. The most common perception in this regard is that the returns on the company’s

investments are highest when the deep relationship is created. Hansen & Christensen (2007)

categorizes the brand equity into three:

- What consumers think and feel i.e. consumer based.

- What’s the behavioural response that brand is getting.

- Market based equity that is gauged in financial investments and returns. But this study is

related to the mental brand equity since the buying behaviour is to be gauged against the

emotions and feelings associated with different brands.

2.1.7 The Brand Equity Pyramid


The diagram shows CBBE (Customer Based Brand Equity) that Keller (n.d.) defines as:

“The differential effect that brand knowledge has on consumer response to the marketing of that

brand”

From the diagram, it can easily be conceived that the pyramid assess the level of equity that

brand possesses. It starts with mere identity and familiarity with any aspect of the brand then if is

followed by the discovery phase where consumer actually explores the brand. The response after

the exploration determines the fate of relationship that is cultivated between brand and the

consumer.

2.1.8 Brand Strategy Development

An aspect that is actually developed under brand management discipline, according to Phillips

(2004), it includes the following factors:

- The brand vision is the essence that could be elaborated as having the connection with the

company’s very mission and objective. The brand pyramid is also the product of such

factors according to which the organization decides up on its brand positioning keeping

in perspectives, the relevance and remembrance.

- The brand’s positioning and target is to be carried through a fine tailored channel of

communication to reach to the particular audience that is targeted for the communication

of the brand. The desired level and pattern of imagery and perception in the minds of

consumers is the name of the game that has to be in sync with the organizational over all

and long term aspirations. The endeavours behind positioning are very much crucial since

the next and subsequent messages and branding area are predicated up on this

positioning. The uniqueness renders appeal to the brand which attracts the target

consumers through the messages spread all over the targeted audience. The positioning

area has the direct influence of the research carried out regarding the stakeholders. All the


concerns related to the SWOT analysis for brand are duly addressed by the design of the

research herein.

- The systems related to brand elements and identity draw their substance from the vision

and positioning once accentuated by the organization for its brand. The recommendations

for these systems include the overall imagery and look of the brand, the signage and

different colors used on the packaging, the material pattern that is distributed for

consumers’ information and knowledge, the web pages and related web based application

and a comprehensive guide for the consumers regarding the style that the brand possesses

and all of these elements are required to make the identity and elements worthwhile.

2.1.9 Brand communications (Plan)

The organization, according to Phillips (2004), has always been subjected to the vagaries of

communication with the customers. The events and instances of such communication are

abounding and it is the concern for the company to get its message across in the most efficient

and effective manner that could reach to the target consumers. There is a huge number of

customers and stakeholders that the company wants to address but what they should keep in

perspective is that every interaction with the customer is an opportunity to make him or her

fascinated with the message and communicate it in an agreeable manner. Brand communications

are decided by the strategic people in the firm since it follows a strategy in order to cut through

the clutter and reach the target market.

A comprehensive strategy for the brands communication is composed of step by step procedures

that include:

- Identification and prioritization of opportunities that the “touch points” provides

regarding their ability to enhance brand relationships and brand equity.


- Recommendation as to which messages should be communicated at every touch point

and the most appropriate and important steps to communicate.

- Identification of key touch points can be carried out at the following instances:

Pre-purchase

Post-purchase

During-purchase

This is done through IMC (Integrated Marketing Communication) that coordinates all the

aspects of brand and enables concrete brand strategy development.

2.1.10 Brand Experience

Johnston (n.d.) writes that brand experience can be evaluated with respect to the queries related

to the expectations of the customers, their experiences with the brand in actual, the emotional

connection between customers and brands, the stories that they can tell each other and the ways

through which more stories and interaction levels can be created through the prevalent culture

associated with the brand. This approach has been holistic in a sense that it engulfs all the

feelings, emotions, and perceptions that the customers have for a brand. Clifton & Ahmad (2009)

defines the brand experience very clearly as they state that customer should be able to experience

the brand in each and every move of the organizations’ elements.

They are of the view that brand experience should not be regarded something inferior to the

fundamental organizational experience of the customers and other stakeholders. Clifton &

Ahmad (2009) ideally quote ANA (All Nippon Airways) as saying that we do not any attention

to the details just because it’s written in the training manuals but it is in our DNA.

The discussion over brands and branding has enabled us to understand how grand the

phenomenon is and what resources are spent in order to build a brand let alone sustaining it in

the long run. The brand celebrity endorsements can be understood more deeply through an


equivalent discussion regarding celebrities who play crucial roles in such endorsements on

different media.

2.2 Celebrity Aspects:

2.2.1 Definition of Celebrity

Leslie (2011) defines the celebrity with a contemporary touch since the world has now stepped in

to the 21st century which has revolutionized all the aspects related to brand, celebrity and every

other relevant factor. He writes that celebrity leads a public life and is always involved in some

work or activity with the common people present all around. Celebrity appeals to the public since

he has accomplished what the public regards as sublime or extraordinary. Those

accomplishments actually make him famous and his personality is carved out in the public’s

minds and hearts. He appears very frequently on the media and sustains a considerable presence

before the eyes of public. Celebrity has the power to connect with the public or individuals

specifically since he or she caters to their desires and fantasies, so there is an emotional

connection on conscious as well as subconscious levels.

Taleja (2010) defines celebrity in broader terms as he says that these are the people who are

popular with the common people. The celebrities have something in common with the people

that former have the knack to capitalize upon reaching more to the people with certain level of

emotional touch and attractiveness. The people aspire to become one that they admire in the

show business and keep themselves updated with everything going on in the industry with

particular celebrity of choice so the celebrities enjoy high level of awareness against those who

do not appear on the screen of the TV or cinema.

Celebrity is the term that relates to any individual who is famous among the common citizens or

populace. They could be actors for example Tom Cruise, Ashwariya Rai Bachan, Jet li etc. they

all are recognized by the people worldwide because of their work rather than only the products

that they endorse. Models and supermodels are there who, most of the times are, the people from

sports industry, for example Sania Mirza, Maria Sherapova and Tiger Woods. Entertainers are


there with the famous names of Oprah Winfrey, Conan O'Brien and Omer Sharif. Singers are the

celebrities who enjoy higher recognition among the audience like Madonna, U2 and Green day.

The list doesn’t stop here but there are plethora of businessmen and politicians who have

garnered the status of celebrity and they do dictate minds and hearts of their fans to a great

extent, for example Ambani Brothers from India and Obama, the President of U.S.

Taleja explains the moments and frequency of celebrity’s appearance and says that the celebrities

interact with the people in several ways through various platforms available in different media.

They appear before the general public, they appear on the screen in different shows and in their

residential areas with the people residing in the vicinity. The inauguration ceremonies are the

domain for the celebrities as far as gigantic multinational and corporations are concerned which

also get the celebrities on board for endorsements. Celebrities are there in print media and

sometimes they spill the beans about their lifestyle that the common people frequently look

forward to receiving by hook or by crook. So the level of fondness is there with the celebrities,

which is above normal proportions most of the time in this whole world.

2.2.2 Celebrity as stars

Leslie (2011) elaborates the fact that there is a subtle difference between what people commonly

refer to as celebrity. He is of the view that the terms famous, well-known, celebrity and star

should not be confused with each other since the celebrity is someone who has achieved fame

through merit, accident or even through noxious elements. But the stars are people who have

excelled in the fields of arts and entertainment only. Leslie (2011) has attempted to make people

aware of how to look at the individuals in order to regard them as celebrity:

Eight categories of Celebrity:

Politics and government Rulers, politicians

Arts Writers, artists , musicians

Science and medicine Scientists and physicians

Entertainment Film and television


Academic Teachers, philosophers and scholars

Business Entrepreneurs and industrialists

Religion Religious figures and leaders

General Public Newsmakers and reality show participants

2.2.3 All-seeing, All-knowing, All-powerful

Lawrence (2009) refers to the celebrity in a manner that borders on deity since he states that they

influence a great power over all the aspects in a common man’s life. The celebrity has literally

permeated into every part of the culture we live in and we breathe and feel celebrity in the things

we normally do thanks to the powerful media. People look up to the celebrity as their favourite

stars who exude an aura of magic and charisma. Celebrities are set apart from us just due to the

quality they possess as distinct individuals having unique personalities that common people most

of the times try to emulate through different actions.

2.2.4 Aspects related to the celebrity

Taleja (2010) identifies few of the factors that should be counted in regarding the appearance of

a celebrity in brand endorsements. Those areas are:

2.2.4.1 Celebrity Values (Celebrity-Product match)

Using celebrity in the brand advertisements is related to the transformation of the product in

accordance with the values that the celebrity endears with. Because of this value factor, one can

throw a question to the firm regarding the guarantee the firm has about positive impression of the

celebrity to last for long term in the future. The worry is whether the level of popularity of the

particular celebrity would sustain for the long time. The other concern that could appear

detrimental for the brand’s own integrity is the blemish on the integrity of the celebrity who

endorses it. The private life is not before the public eye as much as the professional life is so the

scandalous deeds could make the brand run for life. The question can be asked with a tinge of


sarcasm if any company would pay Michael Jackson to endorse its brand after knowing him as a

paedophile? Celebrity values are surely transferred to the products, services and causes that they

endorse with zeal. Now Public (2010) states that the pop star Alicia Keys has been active in the

campaign titled “dying digital” for the awareness of AIDS. So the celebrities participate in the

campaigns to lend the product, services or cause their values to induce recall and create tangible

impacts.

2.2.4.2 Costs related to the Celebrity

Celebrities charge handsome amount of money to the firms for product endorsements that is why

the phenomenon of celebrity brand endorsements enjoys a crucial place in over all integrated

marketing communications. The great companies like Coca Cola can afford to use famous

celebrities but the small companies run the risks if they use any celebrity whose following is

massive. If the celebrity doesn’t help the buying behaviour of buyers to enhance then the small

companies could easily go bankrupt. Jagdish & Wagner (1995) writes in the same vein that the

tactics related to the branding with celebrity are costly to the organization since the high status

and reputation of the celebrity calls for high incentives from the organizations. In exact words of

Jagdish & Wagner (1995) regarding the brand celebrity endorsement:

“A contract may also include a profit sharing plan. Firms often build special and costly

advertising campaigns around celebrities.”

So the investments in this area have to be huge and the yearning is also high as far as the sales

revenue projections are concerned.

2.2.4.3 Celebrity Controversy Risk, Popularity, and Availability

The controversy risks linger around the celebrities’ personal and professional lives. Taleja (2011)

mentions an appropriate example of Salman Khan who crushed a man to death under his Pajero

since he was drunk and unconscious. This created a controversy around the celebrity and people

condemned this act of him in very harsh words and actions. The brands that he endorsed at that


time got the bashing just because they were proudly associated with Salman Khan so the

behaviour of celebrity directly translated into the expectations that people had with the particular

brands. Tiger Woods, in view of Sridhar (2010), had been an ideal guy whom the households

like as much as the professional from every corner of the world. A good man having an ideal

happy family he was an asset for the companies who used him for their brand endorsements and

invested heavily in the related advertising campaigns and compensating Woods decently well.

Sridhar (2010) now comments that the issues of infidelity issues change the image upside down

of the celebrities since the victimized celebrities are not considered to be unerring now and are

regarded as the individual who can make their mistakes being a normal human being.

This is the perception’s volatility. The image of the celebrity changes and therefore hurts the

people but that damage is very less since it is only influenced by the collapse of emotional

connection. But the companies who use Tiger Woods as their brand endorser got the kick in

stomach that was harder than what people felt just because companies had their major

investments at the back of this celebrity to endorse their brands. The popularity engenders brand

recall as the ratings for the celebrity are higher and they get transferred to the brands as well. The

availability of the celebrity is also of the concern to the companies since it’s very difficult to get

a perfect match between a brand and a celebrity so the idiosyncratic demands of brands call for

higher involvement of the relevant people in defining the brand and linking it to the brands’

attributes.

2.2.4.4 Physical Appeal of the celebrity

Taleja (2011) comments that there’s an established brand of Levi’s have the celebrity named

Bipasha Basu from Indian film industry so the attractiveness of her makes an appropriate

connection with the brand Levi’s. There are many other brands that Taleja (2011) mentions like

Wrangler and Timex Sunglasses which get approved by the celebrities who are famous for their

physical attractiveness and the link between the brands for physical wearing makes those

celebrity click.

2.2.4.5 Celebrity - a Brand User


Katyal (n.d.) says that the celebrity has to be cautious about what he endorses and what he uses

in his daily life especially before the public for whom he was used to carve a brand image. He

writes that there once emerged an issue with Sainsbury’s and Catherina Zeta Jones who was

signed to endorse the recipe product of the company. Catherina Zeta Jones was unluckily spotted

at Tesco shopping for her daily chores. The same thing happened with Britney Spears and cola

drink when she once was noticed with another cola in her hand and was photographed.

2.3 What endorsements entail?

Venture Republic (n.d.) lists out the few very important concerns that relate the celebrity with

the brand through proper means. There are the essential components of endorsements that are as

follows:

- Celebrity’s appeal and attractiveness: The impact of the celebrity is positive on the

brand endorsed by him if the celebrity’s own image is immaculate in the eyes of

consumers. The brand recall can be increased through using the appropriate celebrity for

the brand.

- Celebrity’s acceptance and credibility: The level of trust that the celebrities have

among the consumers is an important factor to consider since the trustworthiness and

brand appeal by relevant celebrity are directly proportional. The branding is the essence

that stands out in the clutter and the endorsement by a publically amenable celebrity can

have positive impact on that essence so as to increase the level of recall.


- The transfer of meaning: there is a certain level of compatibility required between both

the celebrities and brands so that the meaning could easily be rendered to the brand. The

celebrities possess personalities that ultimately have some meanings and these meanings

are aspired by the organization to be transferred to what they have to provide to the

consumers.

2.4 Celebrity Brand Endorsements in both the countries:

The celebrity brand endorsements in UK and Pakistan are through same measures and media.

Pakistani population and students are more swayed or influenced by the actors and actresses that

belong to the neighbouring country of India. The influence is so much so that people in Pakistan

can recall Shahrukh Khan more frequently than any other actor belonging to Pakistan’s own film

industry. The level of recall in UK is related to Hollywood actors mostly since the actors and

actresses are noticed and followed fervently by the people there specially the students who are

usually awe struck by whatever the celebrities of their choices do and like to do.


CHAPTER 3: METHODOLOGY

The secondary data collected and review in the previous section of introduction and literature

review provides an ample platform for the development of a cogent methodology.

3.1 Research Strategy:

The methodology for this research study is based on the survey which will be conducted through

a questionnaire that includes questions relevant to the literature review. The features of survey

methodology are defined by Enanoria (n.d.) as he says that the survey methodology is the

method for gathering information as scientifically as possible. The respondents in the survey

belong to a sample that is drawn in accordance with the objectives of the particular research

study and they all are representative of the bigger population that they reside with as social

members. The tools that this research will employ to get the responses required is the

questionnaire which is defined by Key (1997) as the tool for extracting out various factors form


the respondents’ mindsets which ultimately are related to the attitudes and behaviours of

consumers towards the particular topic. The questionnaire is able to elicit the responses in either

the structured manner with specific and close ended questions or in an unstructured way through

open ended questionnaire in which the sequence of the questions might be variable. The people

from whom responses are extracted are relevant to the topic since the efforts are made to

approach the target people in the sample with the questionnaire.

The questionnaire is designed in accordance with the various factors that play their role in the

area of celebrity brand endorsements. The approach to the data collection is bases upon

administering the questionnaire through the internet, i.e. through Survey Monkey and Facebook.

The sampling will be based on convenience of the respondents since they are all university

students who always have an access to the internet facilities in the campus or their homes and

they will fill the questionnaire in accordance with their convenience. The sampling technique is

based on the stipulated sample of 20 from each of the two universities in UK and Pakistan who

will be approached on line in accordance with their availability at particular time.

The questionnaire will be posted on line with the help of Survey Monkey, an online or web based

application to help researchers collect and analyze the data collected through questionnaires, and

Alto (2011) describes Survey Monkey as the leader in the industry of on line survey solutions.

The history behind the web based Survey Monkey is based on many success stories that have

been born since its inception in 1999. The benefits are multifarious since millions of respondents

can be approached and elicited the responses from. The application is substantially considerable

for the researchers who want to approach the people from any corner of the world. The insights

collected through the web based questionnaires on Survey Monkey enable the researcher to make

informed decisions. The significance level of Survey Monkey can be gauged with the fact that

Fortune 100 companies have availed this facility for their research work spanning over a long

time now based over the decades. The common and ordinary entities and organizations are

evenly served by this web based application along with the university students who could reach

the respondents automatically in accordance with the convenience of the respondents.

3.1.1 Sampling Technique


The sampling is based on the phenomenon of convenience since the students have always been

busy on and off campus so the time preferences couldn’t be matched for meeting for the

questionnaire administration physically so the online survey is bases on the phenomenon of

convenience sampling. The sampling technique is based on the stipulated sample of 20

respondents from the Karachi University in Pakistan and London School of Business and

Finance in United Kingdom each. The sampling is also based on snowball sampling since the

respondents are asked to refer the on line survey to all those who are knowledgeable and savvy

about brand celebrity endorsements.

3.2 Objectives behind every research question:

The survey is conducted through the question sheet that includes both close and open ended

questions so as to elicit insightful responses of sample students in the universities from both the

countries. Same questions will be asked of all the respondents whether from UK or Pakistan in

order to keep the comparison up to the mark. Following is the explanation behind every question:

Question 1: What motivate you to buy a particular product?

The question is simple in terms of understanding what factors influence buyers or consumers for

a decision to purchase a particular brand. The connection of the factors is there with the decision

since the consumer behavior is believed to respond to a certain stimulus offered by the brand.

This question draws out the very innate habit of the respondents regarding their motivation for

purchasing a brand. The options include the factors of “discounts”, “value for money”, “product

innovation”, “attractive advertisement”, celebrity endorsing the product” and “past experiences

with the brand. So the aspect of celebrity endorsement will gather due response rate accordingly.

Question 2: Why does a celebrity endorse a brand?


This question is in relation to the various factors of celebrity brand endorsements mentioned in

the previous section of literature review. The motives behind the celebrity brand endorsement

campaigns range from the first option to the last mentioned with the question and the perception

of respondent of consumer will be gauged in accordance with those factors. The respondents are

given a chance to substantiate why they think the particular way in the following lines. This

question sets the tone for further questions in the interview and the respondent will get an idea of

what and how he or she is going to respond. The options include “to create appeal”, “to motivate

purchase”, “celebrity uses the brand”, “to create an image for the brand”, so it can be noticed that

all the connection points between the celebrity and brand are taken care of with the customer’s

attitudes in perspectives. The area is also specified for the responses other than the provided

options so that further connections could be explored.

Question 3: Rank the following attributes of a celebrity on the scale of 1 to 6

in accordance with their influence over your purchasing

Celebrity endorses a brand and transfers his attributes to that product or brand but there are

several factors that work behind the formation of consumer behavior regarding the purchase

decisions. This question will be able to equip the researcher with the information related to the

aspects that the respondents think influence their decision on a defined scale. The options with

this question include the factors like “name”, “message”, “lifestyle”, “reputation”, “credibility”

and “personality” and these all are ranked by the consumers so that the researcher could infer

what is the most and the least considered attribute related to the celebrity which makes them

attend to the advertisement containing a celebrity for endorsement.

Question 4: Does the celebrity’s personality always influence the brand

personality and create a match?

This question may touch upon the intrinsic value of celebrity brand endorsements in the eyes of

observers, the respondents or consumers herein. Respondents can elaborate upon the choice they

mark for this question. This is a question structured with the options of “yes” and “no” and for

those who are unclear might go with the option of “don’t know”.


Question 5: Will you pay extra money to buy the product endorsed by your

favourite celebrity?

The question draws out a response which relates to the choice of the celebrity regardless of what

the brand or product is. This will gauge the motivation levels of the respondents to pay more than

the original amount for a product just because of the celebrity that he or she likes the most or

emulates. This question also is a simple one with three options of “yes”, “no” and “don’t know”.

Question 6: Which is your most favorite advertisement with a celebrity

endorsing a product in it?

An open ended question that will elicit the very exact response related to a brand endorsed by a

celebrity. The most favorite advertisement will be able to give an impression to why the

respondent remember the campaign whether the celebrity is of choice, the brand is of choice or

the respondents got impressed by the connection between brand’s and celebrity’s personality.

Question 7: Mark the common brands that you can recall with the celebrities

mentioned below?

The question will have the same impact over the students’ response from both the universities

(countries) involved since Leonardo Dicaprio and Amitabh Bachan have certain recognition

levels worldwide both in the east and west. This question will extract a response related to both

the celebrities’ endorsement contracts that people exactly recall or have observed around in the

media and market place. The options with the name of Leonardo Dicaprio are “Hybrid-

limousine”, “Krieger Watches”, “Emporio Armani” and “Tag Heuer” while with the name of

Amitabh Bachan the name of the brands are “Cadbury”, “ICICI Bank”, “Dabur” and “Parker

pens”

Question 8: Which celebrity(s) does this brand remind you of?


The brand Tag Heuer is intentionally mentioned since both countries’ consumers are well aware

of the brand in connection with the celebrities from both the regions (Pakistani students being

influenced heavily with the Indian Bollywood celebrities – Shahrukh Khan with respect to Tag

Heuer). It’s an open ended question and will be attempted promptly by the respondents if the

recall of brand with the celebrity is high.

3.3 Choosing web based survey methodology:

The online methodology for survey through on line questionnaire is in sync with the sampling

technique that is convenience sampling. The method is chosen in relation to the fact that the

university students both in Karachi University and London School of Business and Finance are

not able to be approached with convenience of both the researchers and students. The survey will

be uploaded on internet i.e. Facebook and other social media sites with the help of Survey

Monkey. The internet is a medium that makes the efficient research possible through various

websites offering their corporate services for example Survey Monkey in our case. The online

surveys have definite benefits that are, in accordance with UTexas (2008), described below:

- The data collection process is efficient and the aspect of quality is taken care of.

The strengths are related to the ease and facility of the data collection with small period of

time and from anywhere in the world through the internet access. The researcher is absolved

of the responsibility to enter and process the data manually after creating the questionnaire.

The efforts from the researcher are enough till the time he creates the questionnaire, recruit

the respondents and distribute or administer the questionnaire electronically. The facility of

web base surveys is that there is almost no time spent in filling the questionnaires and

millions of responses could be collected in the matter of days only. After the completion of

the data collection period the data could easily be extracted and processed through different

computer softwares, i.e. Microsoft Excel in this thesis’ case. The validity is also the factor

that web based questionnaires also obviate from the agenda of problems listed by the

researcher since the data is validated automatically. The format and pattern of the responses

could be spotted it they go awry and the respondent is notified accordingly so that no


questionnaire and no question is filled in accordance with the respondent’s whims. The error

message is generated by Survey Monkey when the response gets out of the defined or

prescribed range and the respondents are asked to resubmit the responses. The only concerns

that should make the researcher worrisome are missing responses before the analysis of data

could be carried out.

- The questionnaire provides the level of required flexibility on internet.

The data collection through web based applications can offer a lot to be flexible. The

questions can be made keeping in perspectives, the respondents whom the researcher draws

in to the sample. The flexibility approach cab be best used when the information is required

by the researcher to be collected in stages where the first stage or the screens of the

questionnaire could collect the background information over a subject and then the same

information is used in making of graphs in the next pages or screens so that the responses

could be analyzed in compliance with the concepts and perceptions that the respondent might

hold prematurely. The variety in responsive nature of online survey adds on to the appeal for

its usage in the research areas and the efficiency and quality of the responses are enhanced.

- The date can be gathered on deviant or rare phenomena.

The population can be reached even if the sections are targeted keeping in mind the special

interest and specific subjects. The sample size can be aggrandized and the responses could be

elicited from all over the world in few days only. This facility is not afforded to the

researcher through traditional survey methods since the respondents are required to be

approached physically or by phone both of which are comparatively restrictive in nature. The

deviant phenomenon can be assessed by web based questionnaires and these subjects may

include those which require privacy for the respondents to answer. The people addicted or

abused can be provided this privacy through web based survey and they could answer

comfortably to the questions asked about the happenings they have encountered or whatever

the topic entails.


3.4 Reasons behind not choosing other methodologies:

The alternate techniques for data collection are:

1) Approaching the University students directly at campuses with the questionnaires

2) Surveying students on the telephone

The techniques are described by Direct Opinions (2011) as it is stated that the telephonic surveys

reach to the customer effectively and proactively. The control over the sample is considerably

high owing to the proactive nature of survey. The factor of randomness is present with surety

while the data gathering stage is in process and randomness in telephonic survey’s case is

important since the results may be projected according to the needs of researcher to a larger

population. The data is ensured to be accurate in order to evaluate them in a manner which is fair

as well as consistent.

3.4.1 Disadvantages of the telephonic surveys

American Business (n.d.) opines that the limitations are obvious with regard to the collection of

data for the survey through telephone. The respondents are reluctant most of the times to answer

questions on the phone since they consider this to be the violation of their privacy or leisure time.

Various telephone numbers are usually found to be unlisted and most of the times the caller ID

and message machines are used by the potential respondents to keep the telephonic surveys at

bay. The telephonic survey usually happens to collect information and data from the elderly

population so that the representativeness of the sample could be threatened in case of telephonic

surveys.

As far as the One-on-one interviews or surveys are concerned, they require great deal of hard

work and commitment since the respondents are to be approached physically through rigorous

traveling and following the respondents wherever they ask to come. The one to one surveys can

be a hurdle in the research where the sample of respondents is much larger and the respondents

are to be approached at a particular place. This methodology can be very effective with other


ways of data collection and the larger groups could be handled with this methodology in addition

to other methods. The approaches were not chosen against online survey technique since both the

methods have their own part of demerits. The validity over the telephonic survey couldn’t be

possible to consider since the respondent’s identity would be difficult to assess and one to one

interview could make the process cumbersome both for the researcher and respondents.

3.4.2 Disadvantages of the one-to-one or oral surveys

Writing at CSU (2011) mentions various demerits of one to one survey methodology. The factors

that are not in favour of using this methodology are cost, bias, attitudes, and types of questions

which are possible to be covered. The costs are high for one to one surveys since travelling and

pursuing respondents incur both the financial as well as opportunity costs. Bias is there in the

methodology since the interaction between the interviewer and the respondents could originate a

kind of relationship that results in bias of favouritism. The types of questions are also determined

with respect to the questionnaire that is administered physically by the researcher. The

instructions could not easily be understood or the pattern might not be perceived properly while

the online or web based surveys obviate the need of researcher to explain the pattern of the

questions to the respondents. The attitudes are also not in sync with the researcher’s aspirations

since the respondents might be busy or having multiple thoughts in mind at the particular time of

meeting and the responses could be filled in compulsion.

3.5 Validity, reliability and generalisability:

The data collection method of online survey will be made in accordance with the validity

required for the response and for this vary reason the first few questions will be related to

personal bio data which will ensure that the students of certain age and educational background

are allowed to go to further questions in the survey and the name of university will be important

to assess whether the student is from Karachi University or London School of Business and

Finance. The first questions related to the personal details will be made compulsory to answer by

the respondents so that they could be given permission to go to further questions. The data could

be made reliable through the endeavours regarding the assurance of validity of data collection.


The data found will be able to be generalized among the student bodies of both the countries

since the sampling is made representative of the population.

3.6 Statistical Methodology

The data collected through the web based survey questionnaire are then analyzed and assessed

through different techniques of statistics in which charts, percentages and proportion tests are

used and association test is defined by Changing Minds (2011) as: “Test statistics can also be

calculated as a proportion of a whole, which gives a result that lies between 0 and 1 (or -1 and

+1). Correlation coefficients typically use proportion. The Pearson r-value, for example is

calculated: r = SQRT( explained variation / total variation ). Proportions are often easier to

interpret than signal-to-noise numbers, which can be very high or low.”

The research is based on the assumptions that are listed as follows:

Assumption 1:

Ho



Ha



Assumption 2:

Ho



Ha



http://changingminds.org/explanations/research/analysis/pearson.htm


All of the above mentioned assumptions are analyzed through different statistical tools that are

expanded further in the coming sections of findings and analysis.

CHAPTER 4: FINDINGS

The data collection stage provided much to be analysed and several findings are established

through statistical methods. The findings are listed in this section as far as the primary data are

concerned and each and every question’s response are found and listed as follows:

4.1 Buying Motivation

For UK students:

1. What motivate you to buy a particular product?Response ResponsePercent Count

Discounts 25.00% 4Value for money 41.70% 6Product Innovation 33.30% 5Attractive advertisement 25.00% 4Celebrity endorsing the product 16.70% 10Past experiences with the brand 66.70% 3

32


The buying motivation of the students can be found in the chart above as far as university

students from UK are concerned. The findings are based on the percentages that are assessed

through the count of responses along with each option given in the question. The discounts are

the source of motivation for 25% students or respondents. As far as the value for money is

concerned this factor is marked by many of the respondents and the response rate for this option

is 41%. The product

innovation was ranked

important by 33% of the

respondents while attractive

advertisement got the

response positively by

25% people. Celebrity

endorsements do not rank

high enough against other factors in fact this motivational factor is the least thought of as an

important element in their decision making. The most important and the most preferred

motivational factor behind the buying behavior is the past experience with particular brands. The

findings for UK students herein show that they are not very much influenced by the celebrity

endorsing the products in advertising campaigns. The students are shrewd enough to give second

thought to their purchasing decision when they have had a kind of experience with particular

brand. As far as the results from Pakistani university are concerned, they are as follows:

For Pakistani students:

1. What motivate you to buy a particular product?Response ResponsePercent Count

Discounts 6.52% 3Value for money 15.22% 7Product Innovation 19.57% 9Attractive advertisement 2.17% 1Celebrity endorsing the product 21.74% 10Past experiences with the brand 34.78% 16

46


The results show that the discounts are considered very less for buying decisions and only 6.5%

of people have responded to this option while attractive advertisement is something that

Pakistani students consider the least for this area and only 2.1% of respondents went with this

option which is a revelation in itself since advertisements are not regarded important to influence

their buying behaviour. Pakistani students are also very much influenced by the experiences with

the brand only that consists of everything they experienced for previous years with the brand.

35% of respondents went for this option which is the most against other factors mentioned in the

choices. Value for money is also considered important but only by 15% people responded to it

from Pakistan. Product innovation ranks considerably high with 19% but not higher than the

factor of celebrity endorsements which is composed of 21% of the responses from the sample.

The graphical presentation of the results from both the countries is as follows:


There’s a difference between the levels by which the consumers are influenced by the celebrity

brand endorsements. The graphs above suffice the fact that past experiences are worth more than

anything else as far as the buying motivation of respondents from both the countries is

concerned.

4.2 Reasons for Celebrities Endorsing Brands

For UK students:


The perceptions of students in

UK are reflected in the

chart above since it shows what they really think about the phenomenon of brand celebrity

endorsements. 5 of the respondents think that celebrities create appeal for the brand to be

purchased by the consumers and the count is equal to 25% of the respondents. The creation of

image for the brand is the purpose that is served by celebrity endorsement is something that is

considered reasonable by 5 out of 20 respondents that make 25% of the total and the people who

think that the celebrity personally uses what he endorses for money are there in the respondents

and there count is 2 out of 20 which make up10% of the total which is the least scoring factor

herein. As far as the motivation behind purchasing decision is concerned, 40% that is 8 out of 20

respondents think that celebrities are used to serve this purpose and celebrities motivate the

consumer to purchase the products they endorse. As far as Pakistani results are concerned, they

are as follows:


The results from Pakistan show that

people think that celebrities create

2. Why does a celebrity endorse a brand?Response ResponsePercent Count

To creates appeal 25.00% 5To motivate purchase 40.00% 8Celebrity uses that brand 10.00% 2To create an image for brand 25.00% 5

20

2. Why does a celebrity endorse a brand?Response ResponsePercent Count

To creates appeal 25.00% 5To motivate purchase 35.00% 7Celebrity uses that brand 10.00% 2To create an image for brand 30.00% 6

20


appeal for the brands when they endorse particular products. The count is 5 out of 20 which

makes 25% of the respondents saying yes to this option. The motivating factor of celebrities to

buy a particular brand is marked by 35% of the respondents which is the total count of 7 out of

20 and this is also the highest ranked factor from Pakistan related to this question. 6 out of 20

respondents believe that there is an image formation in their minds regarding brands when some

celebrity endorses it, so 30% of the respondents think this way. The graphical representation

shows the following:


The graphs above show that the most thought of reason behind the celebrity endorsements is the

need of the organization to motivate consumers to buy their branded products. It can be noticed

to one’s surprise that two options in the choices were marked with same weight in both the

countries by the students. These factors are appeal creation by the celebrity and using of brand

by celebrity himself or herself. The graphs related to this question do not reveal any difference

between the perceptions that could be regarded as yawning gap between the respondents from

two different countries.

4.3 Preference of Celebrity Attributes

For UK students:

3. Rank the following attributes of a celebrity on the scale of 1 to 6 in accordance with their influence over your purchasing: (where 1 being the most important factor and 6 being least important)Rank Order

1 2 3 4 5 6 ResponseCount

Name 6 3 2 4 2 3 20Message 3 4 2 1 2 8 20Lifestyle 2 1 6 3 5 3 20


Reputation 3 2 8 4 1 2 20Personality 3 6 1 5 3 2 20Credibility 2 1 6 2 5 4 20

The results are stated above from the respondents or students in UK. 1 is the most influential

rating which is marked by 6 respondents with the option of name. As far as the name of celebrity

is concerned, 3 respondents marked the rating rank of 2, 2 respondents marked the rank of 3, 4

respondents agreed with the ranking of 4, 2 went for the ranking of 5 and only 3 out of 20

respondents thought that name is the factor that they consider the least when it comes to the

celebrity endorsements for the brands. Advertising message is marked by 3 respondents to be the

most important aspect of celebrity, 4 think that it is less important, 2 respondents marked the

ranking of 3 for this and 2 people went for this option at the ranking of 5. The respondents from

UK are of the view that the advertising message is noticed in the last or not all and this is thought

the same way by majority of the respondents in the sample, which is 8 out of 20 in the total

count.

Lifestyle is marked by the respondents to be most important attribute by 2 people, 1 respondent

gave the ranking of 2 to this option, 6 respondents considered this option at the rank of 3, 3

respondents thought that the ranking of 4 suits this option. 5 people opined that this option rank

5th and the people who thought of lifestyle as the least important attribute are 3 out of 20

respondents. Reputation of the celebrity is ranked 1st by 3 respondents out of 20, 2 people

thought that it should rank 2nd, in view of 8 respondents, the ranking of 3 was ok for reputation, 4

people marked 4 as the ranking, 1 opined that it should rank 5 th and reputation was considered

the least important attribute by 2 respondents out of 20. Personality of the celebrity is something

that 3 out of 20 respondents thought to be most important to consider and only 2 out of 20

thought that it’s least important. The credibility is also the factor that is considered with the

brand endorsements by the celebrity and the respondents who think this factor to be most

important are 2 out of 20. There are total 9 out of 20 respondents who believe that it’s the lowest

ranking attribute of the celebrity since the ranking of 4 an d5 are associated to this factor. Now

the results from Pakistani students are as follows:



3. Rank the following attributes of a celebrity on the scale of 1 to 6 in accordance with their influence over your purchasing: (where 1 being the most important factor and 6 being least important)Rank Order

1 2 3 4 5 6 ResponseCount

Name 4 2 3 2 3 6 20Message 2 3 4 3 2 6 20Lifestyle 2 4 4 3 4 3 20Reputation 4 5 1 5 1 4 20Personality 7 4 4 2 1 2 20Credibility 2 5 6 1 2 4 20

The results are stated above from the respondents or students in Pakistan. 1 is the most

influential rating which is marked by 4 respondents with the option of name. As far as the name

of celebrity is concerned, 2 respondents marked the rating rank of 2, 3 respondents marked the

rank of 3, 2 respondents agreed with the ranking of 4, 3 went for the ranking of 5 and 6 out of 20

respondents thought that name is the factor that they consider the least when it comes to the

celebrity endorsements for the brands. Advertising message is marked by 2 respondents to be the

most important aspect of celebrity, 3 think that it is less important, 4 respondents marked the

ranking of 3 for this and 2 people went for this option at the ranking of 5. The respondents from

Pakistan also are of the view that the advertising message is noticed in the last or not all and this

is thought the same way by majority of the respondents in the sample, which is 6 out of 20 in the

total count.

Lifestyle is marked by the respondents to be most important attribute by 4 people, 2 respondent

gave the ranking of 2 to this option, 3 respondents considered this option at the rank of 3, 2

respondents thought that the ranking of 4 suits this option. 3 people opined that this option rank

5th and the people who thought of lifestyle as the least important attribute are 6 out of 20

respondents. Reputation of the celebrity is ranked 1st by 4 respondents out of 20, 5 people

thought that it should rank 2nd, in view of 1 respondent the ranking of 3 was ok for reputation, 5

people marked 4 as the ranking, 1 opined that it should rank 5 th and reputation was considered


the least important attribute by 4 respondents out of 20. Personality of the celebrity is something

that 7 out of 20 respondents thought to be most important to consider and only 2 out of 20

thought that it’s least important. The credibility is also the factor that is considered with the

brand endorsements by the celebrity and the respondents who think this factor to be most

important are 2 out of 20. There are total 4 out of 20 respondents who believe that it’s the lowest

ranking attribute of the celebrity since the ranking of 4 an d5 are associated to this factor. Now

the results in graphical manner are as follows:

The results can be seen in the graphs above in accordance with the average ratings that each and

every option got from the respondents.


4.4 Celebrity Personality Influencing Brand Image

For UK students:

4. Does the celebrity’s personality always influence the brand personality and create a match?Response ResponsePercent Count

Yes 30.00% 6No 55.00% 11Don’t know 15.00% 3

20

The results from UK show that students are aware of the subtleties and realities that belong to the

media industry and the celebrities who usually endorse the brands for the sake of money that is

huge in proportions and plethora of investment is channelized to this aspect of branding. The

students from UK think that there is no connection between the personality of brands and

celebrities at least as far as the majority are concerned and that is 55% of the respondents which

amounts to the total count of 11 out of 20. People who agree with the level of match between the

celebrity and brand make 30% of the sample of respondents and that is 6 out of 20 respondents.

People who don’t pay heed to this relation or who don’t exactly perceive any level of connection

say that they don’t know and those responses are received by 15% of the respondents which

make up the total of 3 respondents out of 20. As far as the Pakistani students are concerned, their

results are as follows:


4. Does the celebrity’s personality always influence the brand personality and create a match?

Response ResponsePercent Count

Yes 40.00% 8No 45.00% 9Don’t know 15.00% 3

20


The results from Pakistan show that students are less aware of the subtleties and realities than the

students in UK. Pakistani students also are aware of the fact that celebrities usually endorse the

brands for the sake of money that is huge in proportions and much of the investment is

channelized to this aspect of branding. The students from Pakistan also think that there is no

connection between the personality of brands and celebrities at least as far as the majority are

concerned and that is 45% of the respondents which amounts to the total count of 9 out of 20.

People who agree with the level of match between the celebrity and brand make 40% of the

sample of respondents and that is 8 out of 20 respondents. The level of agreement is high with

this option of connection in this question in Pakistan as compared to UK. People who don’t pay

heed to this relation or who don’t exactly perceive any level of connection say that they don’t

know and those responses are received by 15% of the respondents which make up the total of 3

respondents out of 20 and the results are same in this option of the question. The graphical

presentation of the responses can be seen below:


It can clearly be seen that the respondents are majorly with the option of denial and the level of

responses with the indifference factor is same in both the places.

4.5 Price Premium for Celebrity Endorsement

For UK students:

5. Will you pay extra money to buy the product endorsed by your favourite celebrity?Response ResponsePercent Count

Yes 30.00% 6No 50.00% 10Don’t Know 20.00% 4

20

From UK the students have responded to the question of whether they would pay extra price for

the product endorsed by his or her favorite celebrity by the figures mentioned above in the chart.

This question taps on to the inherent perceptions of respondents and enable the researcher to

infer as to what extent the celebrities influence the buying behavior of population. The

respondents who said yes to this question were 30% or the count was 6 out of 20 which is not

something worthwhile or satisfactory in this regard. The people who said that they wouldn’t pay


extra money for the products indorsed by their favorite celebrity are 50% of the total sample that

is really composed of huge number of respondents i.e. 10 out of 20. The people who were not

aware of their behavior that what exactly they will do in such a situation steered clear of the

question by responding with indifference. Now the results from Pakistan tell the story mentioned

below:


5. Will you pay extra money to buy the product endorsed by your favourite celebrity?Response ResponsePercent Count

Yes 25.00% 5No 70.00% 14Don’t Know 5.00% 1

20

The students from Pakistan seem to be more averse to the concept or intention of paying more

for the product just because it is endorsed by his or her favorite celebrity. As the results are

shown above we can easily conclude that only 25% of the respondents said they would go to pay

more and these are only 5 out of 20 respondents. The rate of denial was 14 out of 20 that is really

a huge number which makes up the total of 70% of the respondents. Pakistani students seem to

be more cautious in spending their money especially when the question arises of whether to

spend only for the sake of favorite celebrity’s endorsement. The students are not confuses or

unaware of their behavior since 1 out of 20 respondents has marked the option of “don’t know”.

The overall behavior is that the majority do not think of spending more just because the celebrity

of their choice is endorsing the brand. As far as the graphical representation of the results is

concerned, following are the results that also depict comparative analysis.


There’s a remarkable difference in the attitudes, when it comes to paying more just because of

the celebrity endorsing the product, between the students from Pakistan and those from UK.

Same level of difference can be seen between the responses that belong to “No” and also in the

responses for indifference to the phenomenon. There are differences of 5% in both the countries’

students’ opinions as far as “No” and “Don’t know” are concerned.


4.6 Brand Recall with Leonardo Dicaprio

For UK students:

7. Mark the common brands that you can recall with the celebrities mentioned below? (Tick as many brands as you recall with the celebrity) "Leonardo Dicaprio"


Hybrid-limousine 5.00% 1Krieger Watches 10.00% 2Emporio Armani 25.00% 5Tag Heuer 60.00% 12

20

The results in the chart above are helpful in making the researcher realize how active and

involved the respondents have been with the celebrity brand endorsement phenomenon. The

brands that are mentioned in the question with the celebrity named Leonardo Dicaprio are there

in the present world in reality and also being endorsed by the celebrity mentioned but the

multiple endorsements by a single celebrity is believed to make consumers confused about what

brand to recall by which celebrity. Leonardo Dicaprio has been associated with the brands like

Krieger Watches, Emporio Armani, Hybrid-limousine and Tag Heuer but the question is tailored

in accordance with the objective of knowing what brands get the most of responses and what gets

the least by the respondents related to the celebrity.

As far as the results are concerned, only 1 of the respondents out of 20 thinks that Hybrid-

limousine is endorsed by this celebrity, making it the least recallable brand with the celebrity. As

far as Tag Heuer brand is concerned, most of the respondents recall the celebrity’s connection

with it and the count of responses for this option is 12 out of 20 that also makes up the majority

of respondents with 60%. Emporio Armani was recognized with the celebrity by 5 respondents

out of 20 that make up 25% of the respondents which is considerably noticeable as far as brand

recognition with the celebrity is concerned. Lastly the brand Krieger Watches is marked by 2

respondents only out of 20 which make up 10% of the total and this brand is also not worthwhile

as far as the recognition with Leonardo Dicaprio is concerned. Now the results from Pakistani

side are following:



7. Mark the common brands that you can recall with the celebrities mentioned below? (Tick as many brands as you recall with the celebrity) "Amitabh Bachan"


ICICI Bank 33.30% 6Parker Pens 27.80% 5Cadbury’s 66.70% 12Dabur 44.40% 8

31

The results from Pakistan show the above mentioned figures. In Pakistan, the consumers or the

population has been influenced with the Indian media as mentioned in the literature review, so

the celebrities that belong to Bollywood (Indian cinema) are more popular with Pakistani

audience than their own TV or film celebrities. Indian celebrities are looked up by Pakistani

people especially students in Pakistan and their appearance in advertisement maintain a

particular level o recall as can be seen in the chart above. As far as the celebrity mentioned is

concerned, 6 out of 20 respondents think that Amitabh Bachan endorses ICICI Bank and this

amount is up to 33% or the total sample responding. The brand of Parker pens is recognized by

28% of the respondents from Pakistan and the total count is of 5 out of 20 that are least among

the responses for the brands mentioned too. Cadbury is the brand that most of the respondents

think of interacting with respect to the celebrity in the ads and 12 out of 20 respondents believe

so. The total count for Cadbury is 67% which is the largest among all the choices given. Dabur is

also recognized by people in Pakistan since 8 out of 20 respondents marked that option and the


total make it of 44% of the total sample. The graphical representation of the results is as follows:

The celebrities endorse the products related to particular brands in a specific way or in several

general ways as required by the companies through contracts. Television ads are the most

common and effective way for reaching to the consumers and with the proliferation of Indian

film industry in many parts of the world even in UK is the factors that has elicited the Indian


celebrity’s name in the other open ended questions even from the students in UK, they might by

Pakistani or Indian by nationality but the level of recognition of brands with Indian celebrities is

high enough. As far as Indian celebrities are concerned the question posed for the Pakistani

students is tailored specially with the reality in kind that they endorse several multiple products

in a single span of time that naturally tends to make consumer think what the celebrity actually

endorses when they are given options so this question and its responses both from the student of

Pakistan and UK has depicted what brands they actually recall with the given celebrity and to

what extent they recognize the more popular brand against the one which is recognized by fewest

number of respondents.

4.7 Respondents’ Profile

The respondents are the students from London School of Business and Finance and from

Karachi, the students of Karachi University responded to the questionnaire. The age and gender

of the respondents are as follows:

Gender of respondents:

UK students:

GenderMale 13Female 7

Pakistani students:

Genderfemale 9Male 11


CHAPTER 5: ANALYSIS AND DISCUSSION

As far as the data from the data collection phase is concerned, the literature review and

methodology have been kept in perspective and the findings are listed with respect to all the

determinants that were drawn out from the secondary data and assessed through the survey by

administering the questionnaire electronically to the students in both the countries who make up

the sample of respondents for this research work. The analysis part consists of the statistical

treatment of the core assumptions that are listed in the statistical methodology part above in the

methodology section.

As far as the consumer buying behaviour of the students from both the universities is concerned,

first of all the assumption was:

5.1 Hypothesis 1

Ho



Ha



The personal observation of the researcher was based on the assumption mentioned above which

needed to be tested through the results collected in the data collection on primary basis. In

accordance with the responses to question 4 the relevant connection was assessed and the

findings herein are as follows:

England

Yes 0.30 p1


Pakistan

Yes 0.40 p2

Formulas:

p = (p1 * n1 + p2 * n2) / (n1 + n2)

SE = sqrt{ p * ( 1 - p ) * [ (1/n1) + (1/n2) ] }

z = (p1 - p2) / SE

P 0.35

SE 0.150831

z -0.66

-1.96 -0.66 1.96


The test results are not statistically significant at 5% significances level. Hence, we conclude that

there is no difference in consumer buying motivation upon celebrity between the students from

both the countries hence: Ho is approved.

The respondents were asked to comment on whether there’s any extent of influence of celebrity

endorsement on the brands that they endorse. Respondents were only asked to mark the options

from the given choices of that were ascension, dissention, and indifference. The calculations

above reveal that there is no difference between the levels of thinking that students or consumers

have regarding the phenomenon of celebrity-brand match from both the countries. The graphical

representation can be found for this in the findings as well where the students were found to

believe that there is no connection or match between both the factors in celebrity brand

endorsements and this level of understanding is same as far as the opinions from both the

countries are involved. The students from UK and Pakistan are not very much conscious about

the match between the celebrity and brands and their perceptions disclose that they might look at

the brand or the celebrity in isolation with each other so that they could remember or recall only

one factor thereof. The companies and organizations have been trying to create a match between

the celebrity and the brand so as they could transfer the meaning to the brand that could be

imbibed by the consumer and he could be motivated to buy that particular brand.

There are many personalities who have shared their precious views about how to create a match

between the two but the match between the celebrity brand endorsement and the consumer’s

mindsets seem to have gone awry as the majority across the horizons, as the findings of this

study go, think that there is no match. Roberts (2010) comments in the same vein that `there is

proliferation in the media regarding the deals and contracts that are undertaken between the

celebrities and organization as frequently as there is no need to give a second thought to it. The

care which should be taken for bringing up the right match seems to be conspicuous by its

absence. The reason why brands are not matched properly with the values of celebrities is that

organizations go for what is hot in the present scenario and try their best to get the hold of the

most happening celebrity in the industry and to get him signed in contract for endorsing their

brand, but what is usually not noticed is whether the match exists or not. The analysis with


respect to this aspect of brand celebrity endorsement makes it clear that concerns of Roberts

(2010) stand validated in reality.

Amster Brand (2010) has made the case of match of celebrity brand endorsements as he states

that there is always logic of having a considerable level of match between the brand and the

celebrity. Amster Brand (2010) states that multiple endorsements can affect the celebrity brand

endorsement campaigns with negative vibes since the meaning that the celebrity is hired to

convert to the brand gets lost somewhere among the various brands that he or she endorses at a

time. The question of a celebrity with three to four choices of brands was given in the

questionnaire in order to know that how many people recall the brands with celebrity and not

surprisingly, there were responses for all the choices with varying degrees. This is the fact that

can be substantiated further with the views of 2 mentioned above since the findings and analysis

show that majority of the respondents don’t think that there’s a match in between since all the

respondents know that if Shahrukh Khan is endorsing Tag Huer in an advertisement, in the other

he is also endorsing a fairness cream for men and a talcum powder in another so the respondents

think that there’s not a perfect match between the brand and the celebrity.

Amster Brand (2010) also comments that the consumers are not too naïve to notice that

endorsements bring a hefty amount of incentives for the celebrities and this knowledge is also

made public enthusiastically by the media disclosing exact amount of money that the celebrity

gets for endorsements. The example of Amir Khan, from Indian film industry i.e. Bollywood, is

there as 3 mentions that Amir Khan has been the highest paid actor for endorsing the brands and

recently has signed the contract with telecom firm Etisalat worth Rs. 300 million. Such

information making rounds in the media make consumers aware that they should not be swayed

by the endorsements and think there exists no match but this is done for just money. Consumers

or the respondents in this research have also the perception ingrained in their minds that match is

not obvious or clear as far as majority’s opinion is concerned and the knowledge that brand

endorsement makes the celebrities rich also turn the consumers sour toward brand endorsement

and their concept of endorsement being anything but sincerity, gets averred.


As far as paying extra money for the product endorsed by favourite celebrity is concerned, there

was an assumption by the researcher which is tested statistically and the treatment of the

assumption is as follows:

5.2 Hypothesis 2

Ho



Ha



In accordance with the responses to question 5 the relevant connection was assessed and the

findings herein are as follows:England

Yes 0.30 p1

Pakistan

Yes 0.25 p2

Formulas:

p = (p1 * n1 + p2 * n2) / (n1 + n2)

SE = sqrt{ p * ( 1 - p ) * [ (1/n1) + (1/n2) ] }

z = (p1 - p2) / SE

P 0.28

SE 0.1412

z 0.35


-1.96 0.35 1.96

The test results are not statistically significant at 5% significances level. Hence, we conclude that

same proportion of Consumer will pay extra money for the brand endorsed by their favourite

celebrity in both countries, hence: Ho is approved.

The respondents on both the sides have the commonality in response related to this question

since people don’t feel like paying extra money just because of the fact that the celebrity of their

choice is endorsing the brand. The buying behaviour cannot be thought of being solely

influenced by the celebrity endorsement when the consumer knowledge is up to the mark and the

endorsement’s realities and implications are open to consumers. Total of 20 respondents filled in

the questionnaire from Pakistan and UK each and the figures have been mentioned in the section

of findings which were the results of survey. The people who said that they will pay extra money

for the brand endorsed by their favourite celebrity, from Pakistan were 25% against 30% in UK.

The rate of response for ascensions to this option clearly shows that motivation is not very high

in the majority of people from both the countries despite the difference present in both the

countries’ per capita income.

Majority of people thought that they will not pay extra money for the brand endorsed by their

favourite celebrity and this portion of respondents from both the countries is high enough against

other given options. Half of the respondents from UK believed that they will not pay extra while

this attitude was exhibited by 70% of people in Pakistan. The motivation levels can be inferred

through these findings since the endorsements mean fortunes for the celebrities and huge costs

for the organizations to rein in the hottest celebrity. The purpose is not served as far as the

aspirations of organizations are concerned which tend to jump on the bandwagon to make a

celebrity part of their brand to make the brand talk of the town but what is overlooked in the

meanwhile is that the bottom line is not affected positively since the very relevant connection of

costs incurred for the endorsements and the profits does not emerge before the corporate giants.


The results might have been there for the brands that were positively endorsed by the celebrity

making the organization’s revenues soar as in case of Tiger Woods who, according to Amster

Brand (2010), affected the profits for Nike in a very positive manner, so much so that the

infidelity scandal in previous years caused the loss of approximately $1.3 million in profit with a

loss of 105,000 customers of Nike. The findings are eye opening since the celebrities are looked

upon and respected all around the world and the level of fame is there which affords them with

the charisma that people and consumers all over the world are enamoured with. The analysis says

that the respondents won’t pay extra money for the brands endorsed by the celebrity of their

liking but apart from this majority, the number of those who believe that they will pay extra

should not be discounted. There still can be seen the people in the sample of respondents who are

not aware of their motivations so they say they don’t know whether they would pay or not. The

prospects have been bright for the organizations to pursue brand celebrity endorsement strategies

since people who want to pay or think will pay make a considerable part of the population.

The respondents who don’t know exactly whether the extra amount should be paid or not for the

brand endorsed by a particular celebrity have an intrinsic urge to go to a direction and this

direction is something that companies strive to dictate through the campaigns which include

celebrities to endorse their brands. Companies’ revenues and profits are at stake and the untold or

implicit command to the celebrity is to make the brands saleable to a required extent or the

targets set by the people at the upper echelons in the organization. The discussion regarding the

motivation of respondents to pay extra money is based on the findings and analysis herein which

reveals that there seems to be a gap between what organizations aspire to acquire though the

celebrity endorsement and what the consumers ultimately feel about the brand and the celebrity.

This gap might have been an extension of the concept of consumers that brands are primarily

endorsed by celebrities for the money tag attached to them.

5.3 Analysis of Open ended responses:


As far as the open ended questions in the questionnaire are concerned, question 6 was intended

to draw out what particular celebrity and brand does the respondent recall at the earliest that she

or he likes or have notices eagerly. The motif was to know what celebrity endorsements they

liked and the comments were also asked from the respondents so as to assess the reasons behind

the liking. The results from UK are listed below:

From UK students:

6. Which is your most favorite advertisement with a celebrity endorsing a product in it? (Kindly also state the reason, briefly)Pamela in PETAAdidas BekhamI'm not attracted to celebrity endorsement.. However, I like Surya in Nescafe add. . . Its because there is a chemistry between the product and the celebrity.Kardashian Kim in Shape upsrolex by fredererNike endorsed by Roger federer. Nike is the best brand all over Roger federer is the finest player and he is endorsing such a great brand that means something really special.PEPSI commercial motivate pakistan cricket tream usually in world cupshead & shoulders endorsed by shahid afridi. Afridi got a personality which really attracts me especially his hairs.titan watches endorse by amir khan (because of his personality)Hero Honda Karizma..........because it features my favourite actor........Hrithik Roshan........Both have style in common

The results listed in the grid above mentions all the celebrities with their brands that they

endorse. The most frequently seen brand in this chart is nothing but all the brands are different

with the celebrities also different. As far as Pamela Andersons is concerned, one respondent from

UK has recalled her by the brand PETA (People for Ethical Treatment of Animals), now the

recall might be motivated by the attribute related to the brand as it is an international NGO that

has, according to Majordrew (2010), made headlines around the world for being the richest entity

in non profit sector which pays the celebrities handsomely for its specially contrived brand

endorsements in order to turn people vegetarian so that the animals could be treated ethically or

the attributes related to the celebrity might be the source of motivation behind recalling this

celebrity brand endorsement campaign since Pamela Andersons, as Make Me Heal (2009) states,

is the famous personality in show business because of her breast implants which took the world

by storm when she got contracts from various TV programs to appear and perform.


Adidas and David Bekham are recalled with each other by one of the respondents and this is the

connection that might have come from a football enthusiast. The recall levels can be gauged by

the popularity that David Bekham enjoys for his football game or the brand Adidas that is the

most popular among sports enthusiasts. One of the respondents brought up the name of brand

Nescafe with Surya and in the comments she has mentioned that she or he likes the level of

chemistry that the ad has depicted between the brand and the celebrity. Business Standard (2011)

comments that Nestlé has always paid heed to the behaviour of consumers who are swayed by

the behaviour their favourite celebrities also. The Nescafe Sunrise is the branded product that

Surya endorses with his co star Jyotika in the ad in which they both enjoy the aroma with the

tantrums that are part of the couple’s normal life and the consumers are depicted a wholesome

experience that they can also have with the taste and other aspects that Nescafe Sunrise offers.

Kim Kardashian has also been mentioned with Shape ups that is, according to Gorgan (2010), a

perfect match according to the company since the shoes are targeted towards the section of

female population that is concerned about losing weight and getting physically toned up. The

celebrity has been famous with the population around the world because of her devotion to

fitness and her rigorous work out, fitness level and lifestyle. The brand Rolex is mentioned in the

space provided in the question and this brand is recalled with the celebrity who rules the world of

tennis game, i.e. Frederer. Frederer is once again mentioned by a respondents but this time the

brand is different i.e. Nike, this endorsement is regarded by the respondents as the best match

ever in such ad campaigns since he or she comments in the provided space that the brand is the

best in its area of business and so is Roger Frederer. The respondents who mentioned the brands

and celebrities apart from those present in UK might have been the students from other countries

in UK so those responses can also be seen in the grid above.

As far as the results from Pakistan are concerned, the results are shown below:

From Pakistani students:


lux and katrinajuggan kazim.. garnier ad.. she seems happy and friendly in it.katrina kaif for lux because i love the product as well as the personality of the celebrity which actually suits her style!!karina kapoor in head n shoulders, she looks amazing in that adJohn Abraham in Yamaha motor bikeno favorite advertisementKareena Kapoor's airtel advertisementgarnier add of john abraham ....jst bcx hes perfect overall to endorse garnier productUfone. Because I use it and can relate to the services they providePepsi Shahid Afradi Close to realityCelebrity: Aisam ul Haq Product: "Close Up" Reason: Creates a sense of urge to buy the product and is quite naturalistic add with an attraction.Clear Shampoo... Isaam is credible for me since he represented the nation positively...Nike - Maria Sharapova,Pakistan team endorsing Pepsi .. Reason is I love my team !!Maaza - Katrina Duuuhhh you know it ...Clear - Aisam-ul-haq Reason: they showed Aisam playing away tennis balls and relate it with fighting dandruff which was a clever advertisement strategy

The results mentioned above in the grid are self evident that the students from Pakistan

responded more to this open ended question. The frequency of the celebrity here is large for

Katrina and Kareena Kapoor who are Indian film actresses with huge fan base both in India and

Pakistan as it is mentioned in the literature review about the extent to which Pakistanis are

influenced by Bollywood. Katrina is recalled by the brand Lux and the comments in the

comment box reveal the reason behind the liking and that is match of both with each other as

beauty is attributed to Katrina in the industry and to Lux soap in the brands. Kareena Kapoor is

recalled at two places with the brands Airtel and Head and Shoulders.

Juggun is a Pakistani TV celebrity who also appear in Garnier ad in Pakistan so one respondent

mentioned this connection. Indian male celebrity from the film industry, John Abraham is

recalled with the brands of Yamaha motorbike and Garnier deodorant. Since his fondness with

motorbikes has also been famous among the movie lovers, the recall is not extraordinary and

Garnier deodorants ads are fervently aired on Indian TV channels presently for which the

respondents have also mentioned this campaign. From the field of sports, Shahid Afridi is


mentioned with the brand Pepsi while Pakistani tennis star Aisam ul Haq is also mentioned with

the brand Clear shampoo.

For question 8 also the responses were open ended and the results collected from UK are

mentioned below:

From UK students:

8. Please leave your comments hereleonardio de caprioleonardo de captioSharuk Khan, Tiger Woods, Leonardo Dicaprio and Brad Pitt.Tiger WOODSherapovaLeonardo DicaprioLeonardo Dicaprioleonardo di caprio.Shahrukh khan reminds of Tagheuer

The brand that was shown in the picture in this question was of brand Tag Huer which is the

brand of wrist watches. The celebrities that endorse this brand are many and are from different

countries and different walks of life for example people from show business and sports. From

UK, most of the respondents mentioned the name of Leonardio de Caprio which is right

celebrity as far as the responses are concerened this shows that the celebrity and brand in this

case are recalled by most of the people so they think positively about this connection as they

remember this link. Other clabrities like Shahrukh Khan from Bollywood, Tiger Woods who has

been a famous golf player around the world and Maria Sherapova who is an elegant tennis star.

Now the results from Pakistan can be seen in the following grid:

8. Please leave your comments hereleonardo di capriohrithik roshandont knowdon't knowno ideaShahid Kapoor


shahrukh khanShahrukh KhanNo commentsIt seems to be a great short & sweet questionnaire with an element of generating curiosity. Good Luck with what ever it is :) Regards.-none-Maria SharapovaShahrukh Khan !!Cant recall..Kheriiiyaa Brand..i think soShahrukh

The results above are not very different from what the students marked in UK. The names of

Shahrukh Khan and Maria Sherapova are recalled by most of the respondents and few are of the

view that they didn’t ever encounter the brand also. The level of respondents’ recall is obvious

with the above mentioned results and it can be inferred that the difference between the recall

levels is not yawning since most of the respondents know who endorses Tag Huer from both the

countries.

CHAPTER 6: CONCLUSION & RECOMMENDATIONS

The findings and analysis have provided a substantial background of the reality associated to

brand celebrity endorsements. The respondents have responded to the questions actively and the

pattern of information that is extracted out of the collected data is sufficient to establish that the

differences between the buying behaviours of Pakistani and Britain student are not very different

as far as the relation of those behaviours are related to celebrity brand endorsements. The

hypothesis which were based on the researcher’s personal observation were listed and

statistically tested for analysis and it was found out that the assumption were maintained and

were proven right since the analysis and findings show that there’s no substantial differences

between the buying behaviours.

The data is indicative of the fact that the celebrity brand endorsements are not very effective on

the students so as they could be made to pay more just because they see their favourite celebrities

in the ads of particular brand. The medium or the way selected for students should be made more

interactive. The students in the researcher’s opinion are the busiest individuals in a society and


the university education in both the countries does not allow the students to watch television

frequently of to read fashion magazines that include many celebrity endorsement ads. The

interactive way has to be the one which could make the campaign reach to the university

campuses with the celebrity with his or her own charm to make the students consider the option

of buying the brand even if they have to pay more. In most of the cases, the celebrities are

successful in maintaining their charisma in the consumer’s psyche, but the medium of reach does

not make the perspectives bright for the celebrity brand endorsement campaigns.

The students who thought that the celebrities used the brands, that they endorse in the

campaigns, themselves in their personal lives are only composed of 10% part of the total

respondents that is only 2 out of 20 from both the countries. This is the area which the

organizational brands should focus more up on since the campaigns should be devised in such a

way that the consumers believe that the celebrity is genuine user of the brand. The bands are

normally used by the consumers and many of them are also loyal to those brands but the

celebrities endorsements do not appear to be effective in increasing the loyalty of consumers to

those brands or couldn’t bring more consumers to be equally loyal since the consumer epically

the students know how much they are getting paid by the companies and being knowledgeable

and internet savvy the students get to know what the modern deals entail for the celebrities.

The reason is related to the fact that money speaks behind a celebrity’s endorsing a brand which

in itself does not appear ethical, loyal, truthful, or anything to the consumers because of which

they could become loyal and sincere to the brands. Same levels of motivation exist by which

consumers think that they go to buy a brand which is endorsed the celebrity of liking. In

Pakistan, as it is mentioned in the literature review, the consumers see more of Indian celebrities

on TV and films, and the potential is higher enough to target educational sector of university

students in order to reach most of the students who aspire to be like on of the celebrities. The

students’ minds are revolutionary throughout the world as they tend to question phenomena and

bring novelty and life to them, the curiosity in minds make them impressionable to the

endorsements also but the medium of communication that interacts the brand and celebrity with

the students directly will make things much better for the organizations which focus on

increasing profits in the wake of celebrity brand endorsements.


The on campus drives and campaigns in universities can help attracting more attention from the

students regarding the brand celebrity endorsements in which the celebrity himself should

approach not as an actor or artisan but the genuine user of the brand having demonstrations

before the students so that they could believe what they see with their eyes and could be

convinced to do the same using the same brands. The example of John Abraham from

Bollywood (Indian film industry) is relevant in this case since he’s been a heartthrob and

sensational celebrity popular to a great extent both with Pakistani and Indian audience. The

brands that he endorses are multiple and include the brands of motorbikes, deodorants, cellular

services, electronic appliances, fairness creams, and even Jeanswear so he has the potential to be

used as a genuine user of all these brands who could also assist the companies’ own teams who

visit the campuses for brand promotions. The experience with the brand and the celebrity can

make the phenomenon of celebrity brand endorsement related much to the reality.

According to the results shown in the findings and analysis sections, the consumers or students in

Pakistan are more interested to who is endorsing the brand or just the name of the celebrity

suffices the endorsement. The majority in Pakistan have marked the name as most important

attribute of the celebrity who endorses the brand while in UK the respondents have opined that

the personality is the most important that they consider and other attributes were considered less

important so the students can be perceived to give more emphasis on who the celebrity is and

what the personality is like. The companies should get the hottest celebrities on board for

endorsements that are talk of the town but should also assure the match between the personalities

of brand and celebrity since the match enhances the profits ultimately as students are aware of

the personality factor of both the brand and celebrity. The discussion regarding the match has

been mentioned before also and the findings herein also give more weight to the fact that the

personality match should not be overrun by the greed of merely taking celebrity to endorse the

brand.

The recall level is higher in both the countries as far as the open ended questions’ responses are

concerned. The students most of the time mentions correct celebrities with the brand Tag Huer

and also mention the pairs (of celebrity and brands) in the questions asking respondents to


comment on what they immediately recall with the brand and its celebrity endorser. The level of

recall is better and considerably normal and this recall should be capitalized upon by different

tactics which first of all include avoiding signing a celebrity that already is endorsing multitudes

of brands. The students make up the section of the society that is always considered crucial by

the brands to follow in order to get their attention that could ultimately be converted into loyalty

by giving continuous exposure and satisfaction to the consumers. The students are also hyper

active as compared to most of the people in the society so there are multifarious dimensions to

targeting the students through brand endorsements. The modern days call for advanced means of

communication to reach to the consumers so that they could be made aware of the realities

behind the celebrity endorsements. The social media usage is heavy as far as the students are

concerned.

The news of celebrity brand endorsement deals make rounds all the way before the celebrity

could be seen endorsing the relevant brand and this all has become possible through the viral

internet media that keeps the audience updated frequently. The news should be kept under

secrecy as far as consumer knowledge is concerned. the deals should be first seen on the media

making impact on the audience and the deals and incentives behind should be kept away by the

organizations from the media since this is something that affects the very essence of the celebrity

brand endorsements which deprive the campaigns of the originality and keep it surreal for the

consumers who pay heed only to the celebrity in the campaigns or just consider brands that

usually do not seem to match with the celebrity.

The campaigns should be tailored in accordance with the findings of the research in mind since

the behaviours of the students are not positive towards such campaigns but the name of brands

and celebrities are usually recalled with each other. The social media campaigns should be made

interactive with the brands used by particular celebrities and those celebrities should be made to

use the brands and add frequent testimonials to their web pages or other social media networks

where they have the presence. The consumers are to be made aware that the endorsements also

have personal liking of the celebrities behind them apart from the money which is being offered

to them being a part of show business. That genuine interest of the celebrity in the brands should

be obvious through the actions and words of the celebrities so that the impression could be got


ridden of that endorsements are anything but sincerity which is the lethal concept that kills the

very essence of the phenomenon of brands celebrity endorsements.

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http://www.coolavenues.com/mba-journal/marketing/impact-celebrity-endorsements-overall-brand-0?page=0,2

http://www.coolavenues.com/mba-journal/marketing/impact-celebrity-endorsements-overall-brand-0?page=0,2

http://www.business-standard.com/india/news/do-controversies-hurt-brands/391802/

http://www.business-standard.com/india/news/do-controversies-hurt-brands/391802/

http://www.marketingweek.co.uk/opinion/finding-the-perfect-celebrity-match/3011851.article

http://www.marketingweek.co.uk/opinion/finding-the-perfect-celebrity-match/3011851.article

http://www.brandamplitude.com/images/Branding%20from%20the%20Inside%20Out.pdf

http://www.brandamplitude.com/images/Branding%20from%20the%20Inside%20Out.pdf

http://www.persuasivebrands.com/Topics_Brand_Definition.aspx


http://www.nowpublic.com/health/world-aids-day-2010-alicia-keys-celebrity-digital-death-campaign-2733700.html

http://www.nowpublic.com/health/world-aids-day-2010-alicia-keys-celebrity-digital-death-campaign-2733700.html





49. Writing at CSU (2011) Strengths and Weaknesses of Oral Surveys [Internet], Available from: http://writing.colostate.edu/guides/research/survey/com3b1.cfm [Accessed 19th Mar 2011]

CHAPTER 8: APPENDICES

Few of the on line responses from the sample respondents are attached herein:

“Responses from England”1. What motivate you to buy a particular product?

Value for money

Product Innovation

Attractive advertisement

2. Why does a celebrity endorse a brand?

To motivate purchase

Celebrity uses that brand

3. Rank the following attributes of a celebrity on the scale of 1 to 6 in accordance with their influence over your purchasing: (where 1 being the most important factor and 6 being least important)

http://writing.colostate.edu/guides/research/survey/com3b1.cfm


Rank Order

Name 4

Message 1

Lifestyle 5

Reputation 3

Personality 5

Credibility 5


Yes 5. Will you pay extra money to buy the product endorsed by your favorite celebrity?

Yes

6. Which is your most favorite advertisement with a celebrity endorsing a product in it? (Kindly also state the reason, briefly)

Pamela in PETA


Tag Heuer

8. Please leave your comments here

leonardio de caprio

9. Personal details

Age - 24

Gender - m

Country - United Kingdom

University - LSBF

Qualification - Bachelor

1. What motivate you to buy a particular product?

Discounts

Value for money

Product Innovation


past experiences with the brand





Rank Order

Name 1

Message 6

Lifestyle 5

Reputation 4

Personality 2

Credibility 3


Don’t know

5. Will you pay extra money to buy the product endorsed by your favorite celebrity?

No


Adidas Bekham


Krieger Watches


leonardo de captio

9. Personal details

Age - 22

Gender - m

Country - uK

University - LsBF

Qualification - Bachelors


Value for money



To creates appeal



Rank Order

Name 5


Message 2

Lifestyle 1

Reputation 3

Personality 4

Credibility 6


No 5. Will you pay extra money to buy the product endorsed by your favorite celebrity?

No


I'm not attracted to celebrity endorsement.. However, I like Surya in Nescafe add. . . Its because there is a chemistry between the product and the celebrity.


Tag Heuer


Sharuk Khan, Tiger Woods, Leonardo Dicaprio and Brad Pitt.

9. Personal details

Age - 25

Gender - Male

Country - India and UK

University - University of Wales

Qualification - MBA


Value for money

Product Innovation


Celebrity endorsing the product



To creates appeal


Celebrity uses that brand

To create an image for brand



Rank Order

Name 1

Message 6

Lifestyle 2

Reputation 3

Personality 4

Credibility 5



Yes


Kardashian Kim in Shape ups


Krieger Watches

Tag Heuer


Tiger WOOD

9. Personal details

Age - 25

Gender - F

Country - UK

University - London School of Business and Finance

Qualification - MBA


Value for money




To creates appeal





Rank Order

Name 1

Message 6

Lifestyle 5

Reputation 4

Personality 2

Credibility 3



Yes


rolex by frederer


Krieger Watches

Tag Heuer


Sherapova

9. Personal details

Age - 26

Gender - F

Country - Britain

University - Lsbf

Qualification - undergraduate




To creates appeal



Rank Order

Name 1

Message 2

Lifestyle 3

Reputation 4

Personality 5

Credibility 6


Don’t know 5. Will you pay extra money to buy the product endorsed by your favorite celebrity?

No


PEPSI commercial motivate pakistan cricket tream usually in world cups


Tag Heuer


Leonardo Dicaprio

9. Personal details

Age - 25

Gender - male

Country - UK

University - London School of Business and Finance

Qualification - Doing ACCA






Rank Order

Name 3

Message 5

Lifestyle 6


Reputation 1

Personality 2

Credibility 4



No


head & shoulders endorsed by shahid afridi. Afridi got a personality which really attracts me especially his hairs.


Tag Heuer


leonardo di caprio.

9. Personal details

Age - 25

Gender - male

Country - united kingdom

University - London school of business & finance

Qualification - Doing MBA


Discounts




Rank Order

Name 4

Message 6

Lifestyle 3

Reputation 2

Personality 1

Credibility 5




No


titan watches endorse by amir khan (because of his personality)


Emporio Armani


nice and precise survey

9. Personal details

Age - 25

Gender - M

Country - UK

University - London School Of business and finance

Qualification - MBA


Product Innovation




Rank Order

Name 2

Message 6

Lifestyle 5

Reputation 3

Personality 4

Credibility 1



Don’t Know



Hero Honda Karizma..........because it features my favourite actor........Hrithik Roshan........Both have style in common


Hybrid-limousine


Shahrukh khan reminds of Tagheuer

9. Personal details

Age - 25 years

Gender - male

Country - India

University - University of Wales

Qualification - MBA


Discounts




Rank Order

Name 6

Message 5

Lifestyle 4

Reputation 1

Personality 2

Credibility 3



Don’t Know


Nike endorsed by Roger federer. Nike is the best brand all over Roger federer is the finest player and he is endorsing such a great brand that means something really special.



Tag Heuer


Leonardo Dicaprio

9. Personal details

Age - 27

Gender - Male

Country - United Kingdom

University - London School of Business & Finance

Qualification - In ACCA

“Responses from Pakistan”1. What motivate you to buy a particular product?

Product Innovation






Rank Order

Name 5

Message 1

Lifestyle 2

Reputation 4

Personality 3

Credibility 6



No


lux and katrina


Cadbury’s



---

9. Personal details

Age - 23

Gender - f

Country - pak

University - KU

Qualification - BPA


Value for money


To creates appeal


Rank Order

Name 5

Message 3

Lifestyle 5

Reputation 5

Personality 2

Credibility 6


Don’t know 5. Will you pay extra money to buy the product endorsed by your favorite celebrity?

No


juggan kazim.. garnier ad.. she seems happy and friendly in it.


Parker Pens


leonardo di caprio

9. Personal details

Age - 18

Gender - female


Country - Pakistan

University - KU

Qualification – A levels






Rank Order

Name 6

Message 4

Lifestyle 3

Reputation 2

Personality 1

Credibility 5



No


katrina kaif for lux because i love the product as well as the personality of the celebrity which actually suits her style!!


Dabur


hrithik roshan

9. Personal details

Age - 16

Gender - female

Country - pakistan

University - KU

Qualification - student



Value for money


To creates appeal


Rank Order

Name 1

Message 4

Lifestyle 3

Reputation 4

Personality 3

Credibility 2



No


karina kapoor in head n shoulders, she looks amazing in that ad


ICICI Bank

Cadbury’s


dont know

9. Personal details

Age - 26

Gender - M

Country - Pakistan

University - University of Karachi

Qualification - MBA


Discounts

Value for money




To creates appeal



Rank Order

Name 3

Message 5

Lifestyle 4

Reputation 6

Personality 1

Credibility 2



No


John Abraham in Yamaha motor bike


ICICI Bank

Cadbury’s

Dabur


don't know

9. Personal details

Age - 26

Gender - M

Country - Pak

University - KU

Qualification - MPA


Product Innovation





Rank Order

Name 3

Message 5

Lifestyle 4

Reputation 1

Personality 1

Credibility 3



No


no favorite advertisement


Dabur


no idea

9. Personal details

Age - 18

Gender - female

Country - pakistan

University - karachi university

Qualification - intermediate




To creates appeal



Rank Order

Name 6

Message 3

Lifestyle 2

Reputation 4

Personality 1

Credibility 5



Yes


Kareena Kapoor's airtel advertisement


Cadbury’s


Shahid Kapoor

9. Personal details

Age - 18

Gender - Female

Country - Pakistan

University - KU

Qualification - Intermediate pass


Product Innovation


To creates appeal


Rank Order

Name 2

Message 6

Lifestyle 5


Reputation 4

Personality 1

Credibility 3



No


garnier add of john abraham ....jst bcx hes perfect overall to endorse garnier product


Dabur


shahrukh khan

9. Personal details

Age - 18

Gender - female

Country - pakistan

University - karachi university

Qualification - under graduate


Value for money




Rank Order

Name 1

Message 1

Lifestyle 1

Reputation 6

Personality 1

Credibility 6




No


lhhhhhhhhhhhhhhhaaaaaaaaaaaaaaaaaaaaahhhhhhhhhhhhhh


ICICI Bank

Parker Pens

Cadbury’s

Dabur


ponka

9. Personal details

Age - 15

Gender - maleeeeee

Country - chechnia

University - Fahad UoM

Qualification - Bm


Value for money





Rank Order

Name 6

Message 6

Lifestyle 2

Reputation 2

Personality 2

Credibility 1



Don’t know


No


Ufone. Because I use it and can relate to the services they provide


ICICI Bank

Parker Pens

Cadbury’s


Shahrukh Khan

9. Personal details

Age - 24

Gender - Female

Country - Pakistan

University - KU

Qualification - MA Mass Communications






Rank Order

Name 3

Message 2

Lifestyle 5

Reputation 1

Personality 4

Credibility 3


No



No


Pepsi Shahid Afradi Close to reality


Cadbury’s


No comments

9. Personal details

Age - 23

Gender - Make

Country - Pakistan

University - KU

Qualification - MPA


Product Innovation




Rank Order

Name 4

Message 2

Lifestyle 3

Reputation 1

Personality 1

Credibility 1



No


Clear Shampoo... Isaam is credible for me since he represented the nation positively...



Cadbury’s


-none-

9. Personal details

Age - 25

Gender - Male

Country - Pakistan


Qualification - Master's


Product Innovation



To creates appeal



Rank Order

Name 4

Message 6

Lifestyle 5

Reputation 1

Personality 2

Credibility 3



No


Nike - Maria Sharapova,


Cadbury’s



Maria Sharapova

9. Personal details

Age - 26

Gender - Male

Country - Pakistan


Qualification - Masters in Public Adminstration


Product Innovation


To creates appeal


Rank Order

Name 1

Message 3

Lifestyle 2

Reputation 2

Personality 2

Credibility 4



Yes


Celebrity: Aisam ul Haq Product: "Close Up" Reason: Creates a sense of urge to buy the product and is quite naturalistic add with an attraction.


Dabur


It seems to be a great short & sweet questionnaire with an element of generating curiosity. Good Luck with what ever it is :) Regards.

9. Personal details


Age - 22

Gender - Female

Country - Pakistan


Qualification - BS

Dissertation 1

Documents

Transcript of Dissertation 1