Brand, Identity and Reputation: Exploring, Creating New Realities ...

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using 5 point semantic differential scales. A series of pre-tests were conducted on multiple groups of students taking a post graduate course in Business Management to identify the levels of the independent variables. The age of the students ranged between 18-22 and male female ratio was 3:2 (approx). The first pre-test was performed to select the dead and living Celebrity which the respondents would like to watch in advertisements. The second pre-test was performed to select the Celebrity – Product combinations.. The preferred dead celebrity was singer Kishore Kumar and the living celebrity was actor Aamir Khan. The congruent and incongruent products with Kishore Kumar were a Music Related Website and a Brand of Suiting respectively and the same for Aamir Khan were Wrist Watch and Hair Oil respectively. The design used here was a 2X2 (Celebrity: Dead/Living) X (Product: Fit/Misfit) full factorial design. Fictitious ads were created for each treatment and the experiment was conducted at a premier business school in south India. The treatment groups had approximately 30 respondents. Multivariate Analysis of Variance was used as the research tool for the study and the entire analysis was performed using SPSS 16. Major Results The data collected was analyzed using MANOVA. The main effects suggested a significant effect of Celebrity on the dependent variables (Wilks‘ Lambda = 0.810, F (3, 114) = 8.904, p = 0.000). The Celebrity product fit (Fit as variable name) was also found to be significant (Wilks‘ Lambda = 0.839, F (3, 114) = 7.288, p = 0.000). However, the interaction term was not found to have a significant effect (Wilks‘ Lambda = 0.989, F (3, 114) = 0.432, p = 0.730). The MANOVA results (Table 1) suggested a significant effect of the Celebrity on 5% level of significance on all dependent variables. However, the Celebrity product fit was having a significant on only AAD (F = 18.987, p = 0.000) whereas the effect was not statistically significant on AB (F = 1.762, p = 0.187) and PI (F = .848, p = 0.359). The Post Hoc (Bonferroni) tests suggested that the dead celebrity (Kishore) scored more than the living celebrity (Aamir) on all the consumer attitude variables, namely AAD (Mean Diff = 0.561, p = 0.000), AB (Mean Diff = 0.417, p = 0.002), and PI (Mean Diff = 0.656, p = 0.000) at 5% level of significance (Table 2). Thus H1 was fully supported whereas H2 was partially supported. Discussion The study findings suggest that proper use of a dead celebrity can lead to more effective impact on the consumer attitudes. The insignificant impact of the congruence on AB and PI imply that the consumers are not so much influenced by the celebrity-product congruence when it come to evaluating products and forming purchase intention. The most important implication of the study is a question which could be raised to the advertiser who is using the celebrity endorser as a marketing strategy. Celebrity endorsements are costly affairs and the celebrity who is getting a lot of endorsements is obviously a popular celebrity. In India, a popular celebrity could earn up to INR 50 millions from an endorsement deal. The study questions the effectiveness of such expenditure. Moreover, the insignificant interaction effect suggests that the dead celebrity is more preferred irrespective of the product being congruent or incongruent to the celebrity. The study partly supports the propositions in support of the use of dead celebrities as suggested by (Petty and D‘Rozario, 2009). One of the limitations of the study was the use of student sample, which could be addressed in future research by expanding the study to a more general audience. Table 1. Study 1 MANOVA Results Independent Dependent Type III Sum df Mean Square F Sig. Variable Variable of Squares AAD 9.425 1 9.425 18.919 .000 Celebrity AB 5.208 1 5.208 10.312 .002 PI 12.893 1 12.893 20.499 .000 AAD 9.458 1 9.458 18.987 .000 Fit AB .890 1 .890 1.762 .187 PI .533 1 .533 .848 .359 AAD .074 1 .074 .148 .702 Celebrity * Fit AB .268 1 .268 .530 .468 PI .726 1 .726 1.154 .285 Table 2. Study 2 Post Hoc Test Results Dependent Variable (I) CELEB (J) CELEB Mean Difference (I- J) Std. Error AAD Kishore Aamir .561(*) .129 .000 AB Kishore Aamir .417(*) .130 .002 PI Kishore Aamir .656(*) .145 .000 * The mean difference is significant at the .05 level. Sig. 80
Reference 1. Bagozzi, R.P. & Yi, Y. (1989). On the Use of Structural Equation Models in Experimental Designs. Journal of Marketing Research, 26 (3), 271-274. 2. Cronley, M.L., Kardes, F.R., Goddard, P., & Houghton, D.C. (1999). Endorsing Products For The Money: The Role of the Correspondence Bias in Celebrity Advertising. Advances in Consumer Research, 26 (1), 627-631. 3. D‘Rozario, D., Petty, R. D., Taylor, L.C., & Bryant, F.K. (2007). The Use of Images of Dead Celebrities in Advertising: History, Growth Factors, Theory, Legality, Ethics and Recommendations, in Gavan J. Fitzsimons & Vicki G. Morwitz (Eds.), Advances in Consumer Research 34 (446-447), Duluth, MN: Association for Consumer Research. 4. Erdogan, B.Z. (1999). Celebrity Endorsement: A Literature Review. Journal of Marketing Management, 15 (4), 291-314. 5. Friedman, H.H., Termini, S., & Washington, R. (1976). The Effectiveness of Advertisements Utilizing Four Types of Endorsers. Journal of Advertising, 5 (3), 22-24. 6. Friedman, H.H., & Friedman, L. (1979). Endorser Effectiveness by Product Type. Journal of Advertising Research, 19 (5), 63-71. 7. Kaikati. J.G. (1987). Celebrity Advertising: A Review and Synthesis. International Journal of Advertising, 6 (2), 93-105. 8. Kamins, M.A. (1990). An investigation into the `match-up' hypothesis in celebrity advertising: When beauty may be only skin deep. Journal of Advertising, 19 (1), 4-13. 9. Kamins, M.A., & Gupta, K. (1994). Congruence between Spokesperson and Product Type: A Match-up Hypothesis Perspective. Psychology & Marketing, 11 (6), 569-586. 10. Kirmani, A., & Shiv, B. (1998). Effects of Source Congruity on Brand Attitudes and Beliefs: The Moderating Role of Issue-Relevant Elaboration. Journal of Consumer Psychology, 7 (1), 25-47. 11. McCracken, G. (1989). Who is the Celebrity Endorser? Cultural Foundation of the Endorsement Process. Journal of Consumer Research, 16 (3), 310-321. 12. Mittelstaedt, J.D., Riesz, P.C., Burns, & William J. (2000). Why are endorsements effective? Sorting among theories of product and endorser effects. Journal of Current Issues & Research in Advertising, 22 (1), 55-65. 13. Mowen, J.C. (1980). On Product Endorser Effectiveness: A Balance Model Approach. Current Issues & Research in Advertising, 3 (1), 41- 57. 14. Mowen, J.C., & Brown, S.W. (1981). On explaining and predicting the effectiveness of celebrity endorsers. Advances in Consumer Research, 8 (1), 437-441. 15. Ohanian, R. (1990). Construction and validation of a scale to measure celebrity endorsers' perceived expertise. Journal of Advertising, 19 (3), 39-52. 16. Petty, R.D., & D'Rozario, D. (2009). The use of dead celebrities in advertising and marketing: Balancing interests in the right of publicity. Journal of Advertising, 38 (4), 37-49. 17. Shashidhar, A. (2008). Falling Stars. Outlook Business, September, Accessed January 10, 2011 from http://business.outlookindia.com/article.aspx?101517 18. Shimp, T. (2000). Advertising, Promotion: Supplemental Aspects of Integrated Marketing Communications. 5th ed. Fort Worth, TX: The Dryden Press. 19. Stafford, M.R., Stafford, T.F., & Day, E. (2002). A Contingency Approach: The Effects of Spokesperson Type and Service Type on Service Advertising Perceptions. Journal of Advertising, 31 (2, p17-35. 20. Till, B.D., & Busler, M. (1998). Matching products with endorsers: attractiveness versus expertise. Journal of Consumer Marketing, 15 (6), 576-586. 81
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Book of Proceedings Brand, Identity
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Session 1.1 Emotional Branding in T
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p.31) consumers tend to those sourc
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Tables and figures Brand perception
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Malaysia‘s Global Halal Hub - ―
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Birds of a Feather Consume Sports T
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Session 1.2 How is Social Media, li
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2. Interviews made with the adminis
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Table-5 Facebook Members of Homeles
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content (UGC) or even direct intera
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Fierman, (1991) found that 47% of c
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Multiple Dimensions of Brand Identi
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Session 1.3 Corporate Identity, Cor
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CSR are the ideals and ethics of co
Page 29 and 30: Corporate Brand Identity Management
Page 31 and 32: To study the influence of B2B relat
Page 33 and 34: Antecedents And Consequences Of Bra
Page 35 and 36: 22. Gurviez, P., and Korchia, M. (2
Page 37 and 38: Non-monetary factors, such as effor
Page 39 and 40: 23. Holbrook, M.B. (2006). Consumpt
Page 41 and 42: Brand Extensions and Culture: The I
Page 43 and 44: avoidance tend to prefer more infor
Page 45 and 46: Virtual Internal Brand Communities:
Page 47 and 48: References 1. Algesheimer, R., Dhol
Page 49 and 50: associations based on their percept
Page 51 and 52: shift in the psychological contract
Page 53 and 54: 10. Berthon, P., Ewing, M., & Hah,
Page 55 and 56: Session 2.1 Global Brand Relationsh
Page 57 and 58: G. Brand Personality Excitement Hon
Page 59 and 60: The Impact of Relationship Marketin
Page 61 and 62: ‗United 2010-one for all, all for
Page 63 and 64: Brand Equity Trends in Top Global B
Page 65 and 66: Uncovering ‗Meanings‘ through A
Page 67 and 68: 45. Melewar, T.C. and Saunders, J.
Page 69 and 70: Thus, from a design perspective, we
Page 71 and 72: Keywords Brands, marketing, meaning
Page 73 and 74: How Important is the Brand Name Ele
Page 75 and 76: References 1. Aaker, D. (1991). Man
Page 77 and 78: Simon Cowell and Branding the X Fac
Page 79: Dead or Living: Which Celebrity To
Page 83 and 84: has been adopted and within this an
Page 85 and 86: Organizational Factors Contributing
Page 87 and 88: examine and reconcile existing lite
Page 89 and 90: Effects of Corporate Social Respons
Page 91 and 92: 15. Morsing M, & Schultz M. (2006).
Page 93 and 94: 1989). But if the information avail
Page 95 and 96: An Inquiry into Corporate Heritage
Page 97 and 98: 3. Balmer, J. M. T., & Greyser, S.
Page 99 and 100: Research questions and methodology
Page 101 and 102: Building Corporate Reputation: A Di
Page 103 and 104: Session 3.1 Financial vs. Consumer-
Page 105 and 106: For indicating brand equity, one of
Page 107 and 108: Financial Brand Valuation: an exper
Page 109 and 110: Figure 1 Religiously Motivated Cons
Page 111 and 112: I Don‘t Like It! - Understanding
Page 113 and 114: Session 3.2 Advertising Agency Empl
Page 115 and 116: applications of the Repertory Test
Page 117 and 118: The Life Cycle of Mavens Lynne Free
Page 119 and 120: Exploring the relationship between
Page 121 and 122: internal branding process. Internal
Page 123 and 124: proper branding strategy. With the
Page 125 and 126: Profiling the Image of Urban Busine
Page 127 and 128: Finally, the paper confirms the cau
Page 129 and 130: Table 3 Image differences according
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associated with the brand‖ (Aaker
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Figure 1 - Number of adjectives sel
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Figure 5 - Main attributes of a gol
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Empirical Studies For both studies,
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Figure 2: Perception of the City of
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Co-branding places? Andrea Lucarell
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12. Lucarelli, A., & Berg, P. O. (2
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the place brands, as has been showe
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Session 3.4 Innovation and Entrepre
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The interviews were conducted in th
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Country-of-Origin Effects on Brand
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7. Kaynak, E., Kucukemiroglu, O. &
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Results The demographic profile ind
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use games consoles (Childwise, 2001
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Plenary Session 2 Brand Performance
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Uncles, M.D. & Kwok, S. (2008). Gen
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Brand Management Framework Empirica
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Coneptualising Branding in Indian P
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characteristics could be zeroed upo
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Concentrating on the actual practic
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ooking attractive in greater detail
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Session 7.2 Brand Personification a
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Importance of Country Image to Mega
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Table 1: Evaluative Responses for t
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To be Similar or Unique? Implicatio
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Brown, T. J., Dacin, P. A., Pratt,
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A brand-driven strategy oriented to
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Rheingold, H. (1993). The Virtual C
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A Framework for Public Sector Brand
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Conclusion Public sector organisati
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A strategic investigation into the
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There are also some changes in term
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Brand Hypocrisy Sanne Frandsen, Cop
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Table 1: Empirical Findings Theory
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Brand Governance in Social Networki
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Determinants Brand Orientation Va
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When Individual Experience becomes
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Impact of Storytelling on Consumer
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The Role of Communication in Establ
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Culture‘s Influence on Consumer P
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+ Top-Down Dynamic between Luxury F
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Analysis and results We assessed th
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An Exploration of Own Brand Retaile
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11. ETI 2010. Ethical Trading Initi
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When investigating unique significa
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Session 8.2 Closing the Gaps - the
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accomplishing reality rather than d
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Reddy, 1998, p.40). As a result, br
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Figure 2: Doves Real Beauty Billboa
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Literature review, as a complete re
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Segmenting McDonalds: Measuring Bra
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A simple eyeballing of the segment
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Segment 2 Segment 3 Segment 4 235
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Session 8.3 Brand Attitudes and the
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when preceded with the related conc
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What keeps smokers from quitting? U
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Table 1: Description of the cigaret
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Exploring differences in product at
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Based on the results some general c
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Data was collected by independent j
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Sonic branding: A review of literat
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How is green seen? Exploring the im
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were in evidence. The inability to
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Generally speaking, people use exte
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How Retail Banks Use Atmosphere to
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Actually, we don‘t feel constrain
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Introduction Reputation and Financi
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Chun, R. & Davies G. (2009). Employ
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Identity, Reputation and Organizati
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Introduction Factors Affecting Bran
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A quiet important approach then bec
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27. Gentry, C.R., ―Building on Br
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Together these issues have resulted
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elations. If the contact persons tr
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How do you Really Know? Exploring B
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Originality/value The psychology li
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asked ―did you see any of these c
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expressivity (Ω experts = 0,96 p
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Next are brand associations, also r
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Table 1: Selection of variables, it
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Special Session Issues in Brand Gov
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A Competance based Brand: Meaning a
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Session 12.4 Special Session Topic:
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Brand Meaning Co-Creation of Newcom
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Leonor Vacas de Carvalho, Évora Un
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Ronaldo Schutz, University of the A
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