Asian Journal of Management

Supriyo Patra ¹

Affiliations
1 Department of Business Administration, ST. Xavier’s College (Autonomous), 30, Mother Teresa Sarani Kolkata-700016, IN

Abstract

India is unique in terms of the cultural diversity exhibited and it becomes very challenging for advertisers and their advertising agencies to establish their brand in the market and connect with their target audience.

Marketers are hiring Indian Cricketers for promoting their brands in various mass media because the Indian Cricketers are enjoying huge fan following and the spot light of the media are on them.

The main objectives of this study are to first determine the "Q' score of the Indian Cricketers among male and female respondents of Kolkata. Thereafter highlight the impact of "Q" score of the Indian Cricketers on Brand Recall and Brand Preference of male and female respondents of Kolkata.

I have conducted Primary research with a cross sectional research design by applying survey method among a randomly selected sample of 400 respondents in Kolkata. Data was collected with a structured questionnaire. Multiple Regressions was conducted to analyze the data.

The major findings of the study highlight that Sachin Tendulkar is having the highest "Q" score followed by Saurav Ganguly and MS Dhoni among both male and female respondents surveyed in this study.

The "Q" score of the Indian Cricketers has got no role in generating Brand Recall and Brand Preference among male respondents. In case of female respondents once again "Q" score has got no role in generating Brand Recall but interestingly "Q" score has got a role in generating Brand Preference.

The study is expected to make a modest contribution to the existing body of knowledge in the theoretical domain in the area of Celebrity Brand endorsement and also provide valuable practical insight to advertisers.

Keywords

Cricket, “Q” Score, Brand Recall, Brand Preference, Kolkata.

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Supriyo Patra ¹

Affiliations
1 Department of Business Administration, St. Xavier's College (Autonomous) 30, Mother Teresa Sarani, Kolkata 700016, IN

Abstract

In the commencement of the new century, Celebrity brand endorsement is very prominent across the globe. Bollywood and Cricket are two most important components that unite the entire Indian population. The Hindi Film Stars (HFS) from Bollywood, Mumbai and the Indian Cricketers (IC) enjoy huge admiration and fan following among the Indian population. The primary objective of this study is aimed at understanding the impact of Bollywood Celebrities and Indian Cricketers as brand endorser among respondents of different demographic profile in Kolkata. The study is conducted with ten Bollywood Celebrities and ten Indian Cricketers. Primary research is conducted by applying cross sectional research design in this study. The sample size comprised of 400 male and female respondents randomly selected by applying cluster sampling method and data was collected by administering a structured questionnaire. Independent sample t-test was conducted and SPSS was used for analyzing the data. The findings of the study clearly highlight the fact that the Hindi Film Stars (HFS) from Bollywood Mumbai are having a greater impact in generating brand recall and brand preference compared to the India Cricketers (IC) among both male and female respondents in Kolkata. The present piece of work is expected to make a humble contribution to the existing body of knowledge in the academic front and also provide valuable insight to advertiser and their advertising agencies while selecting a celebrity for connecting with their target audience in Kolkata.

Keywords

Bollywood, Indian Cricketers, Brand Recall, Brand Preference and Kolkata.

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