India is recognized worldwide for its diversity in terms of geographic landscape as well as from cultural dimension. In order to connect with the target audience successfully in an emerging economy like India, companies are switching from the traditional promotion mix to the new and emerging Integrated Marketing Communication (IMC) concept. They are also highlighting the Unique Value Proposition.

Celebrity brand endorsement is a prominent phenomenon in India. Celebrities are considered as “any individual who enjoys public recognition and who uses this recognition on behalf of a consumer good by appearing with it in an advertisement” (McCracken 1989)¹. Bollywood and Cricket are two most important components that unite the entire nation. The Hindi Film Stars (HFS) from Bollywood, Mumbai and the Indian Cricketers (IC) enjoy huge admiration and fan following among the Indian population. They are treated as opinion leaders and brands are also using these Bollywood Celebrities and Indian Cricketers for connecting with the Indian target audience. Brands from different product classes and even from service sector are seen making use of these celebrities in their marketing communication to bond with their target audience. A study conducted by Nagdev and Singh (2016)² focusing on Impact of Celebrity endorsement on Students’ Buying Behaviour in Indian context found that value of money, celebrity influence and celebrity name are the important factors which influence the buying behavior of today’s youth.

In another study conducted by Phou Sambath and Don Jyh-Fu Jeng (2014)³ dealing with the effects of celebrity endorsers on brand personality, brand trust, brand preference and purchase intention concluded that direct and indirect effects of celebrity endorsers on brand personality, brand trust, brand preference and purchase intention was evident. Jain and Roy (2016)⁴ conducted a study on understanding meaning transfer in celebrity endorsements. It is evident from their study that seven themes of celebrity meaning, namely, personality, credibility, physical appearance, feelings, performance, values and cogent power were prominent. The meanings were found to be transferred to a brand via the endorsement process. Similarly in another study by Nellikunnel et al (2015)⁵ on Generation Y male cosmetic consumption patterns: in Malaysian context found that the key factors influencing the Generation Y (Gen-Y) male consumption patterns towards male cosmetic products are packaging, self-image, brand image and celebrity endorsement. Companies must be conscious about what products and services they can offer in foreign markets and how they can communicate with their target audience. Advertising is very useful for companies dealing with FMCG, Consumer Durable and Service brands. It is very important to understand the cultural aspect of the target audience in the case of international market. The ‘Values’ of the target audience in different countries require due consideration. Indian value system gives importance to family bonding, togetherness and respect for elders. This is to be appreciated and reflected in the advertising campaign to successfully connect with the culture of the target audience.

Brand Building in 21^st Century:

Branding is practiced since ages. The preliminary rationale was for craftsmen and others to distinguish their unique work so that their work could be easily identified by their customers. If we look back in history from the Greek and Roman Civilization we will find that marks have been found on early Chinese porcelain, on pottery jars and on goods from India dating back to about 1300B.C. According to the American Marketing Association (AMA) a brand is a “name, term, sign, symbol or design, or a combination of them, intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competitors”.

Celebrity Appeal in Brand Building:

Celebrities are considered as “any individual who enjoys public recognition and who uses this recognition on behalf of a consumer good by appearing with it in an advertisement” (McCracken 1989). Celebrities are anticipated to have different types of relationship with the customer of a brand:

· Different Celebrities appeal differently to people belonging to different demographic profile in terms of their age, gender, income group, occupation, education etc.

· Celebrities are often seen to be loved and respected by their fans and advertisers use these celebrities to connect their brand with their target audience having different psychographic profile.

· Some Celebrities have a extensive appeal to generate interest among the masses.

Celebrities are not just endorsing brands from Fast Moving Consumer Goods and Consumer Durable product categories only. They are making their presence felt as brand endorser in service sector also.

Benefits of using a Celebrity Endorser:

Talking about the positives it can be said that Celebrities are used in advertisement because it is expected that celebrities have “Stopping Power”. In other words, they can draw attention of the Target Audience to the advertising message in a much cluttered media environment. If celebrities get caught in controversies in their personal life then it might have an adverse effect among the target audience about the image of the celebrity.

LITERATURE REVIEW:

In the words of Bryman and Bell (2010)⁶ the literature review provides the basis on which you justify your research questions and build your research design. It also informs how you collect your data in an informed way. The phenomenon of celebrity endorsement has become the buzz word and has initiated a lot of research among researchers in different parts of the world. The phenomenon has been researched from different aspect like selection of celebrities (Banyte et al. 2011)⁷, consequence of celebrity endorsement on Brand Awareness, outlook towards the advertisement, and Attitude towards the brand and purchase intention (Agrawal 1995⁸; Rajeswari 2010⁹; Balakrishnan 2011¹⁰), Impact of celebrity endorsement on sales (Jain 2011) single vs. multiple products and multiple celebrity endorsement (Nam Hyun Um 2008¹¹). Many researchers have studied the effect of celebrity endorsement on Brand Awareness-Recall. According to (Rossiter and Percy 1997)¹² “One of the major objectives of advertising is to create brand awareness so that consumers recall the brand name outside the store or recognize it inside the store at the time of purchase”. In another piece of study it was found that “a celebrity was better than other endorsers in enhancing brand name recall (Friedman and Friedman 1979)¹³”. Interestingly it was also seen from existing literature that “a celebrity was better in enhancing brand name recall than a non-celebrity (Petty et al. 1983)¹⁴”. In the opinion of Kahle and Homer (1985)¹⁵ “A physically attractive celebrity paired with an attractiveness-related product could enhance brand name recall”. In another piece of research undertaken by Misra and Beatty (1990)¹⁶ it was evident “that celebrity/product congruency is better in enhancing brand name recall than an incongruent or irrelevant celebrity”. “A number of studies were undertaken to evaluate the usefulness of an actual advertisement with a celebrity endorsement, reported that the celebrity endorser helped increase the awareness of the advertisement for that product even during the period when the celebrity advertisement exposure was minimal” (Kamen et. al. 1975)¹⁷. According to a study conducted by Costanzo and Goodnight (2005)¹⁸ it was evident that “a celebrity recognized in a magazine advertisement did not increase consumer recall of the brand endorsed by the celebrity for both professional athlete celebrities and other entertainment celebrities who are not professional athletes”. From the same piece of research, it was interesting to find that some of the respondents related a celebrity to competitors’ brands (Costanzo and Goodnight 2005). Finally, it was also found “that “Q” score had no effect on the number of correctly identified celebrities or the celebrity by brand/company connections Costanzo and Goodnight (2005)”. According to Ferguson and Phau (2013)¹⁹ “adolescents and non‐smokers experience more fear. Further, general health and factual appeals cause the most fear across all ages but adolescents were more fearful of factual appeals and social ostracism appeals than young adults possibly indicating that factual and social appeals are better targeted at adolescents than young adults”. Celebrity endorsement brings about better self-brand connections when consumers desire to be like the celebrity, but trouble them when consumers do not; this effect is more obvious when there is a congruency between the brand image and the celebrity’s image (Escalas and Bettman 2009)²⁰. Dhotre and Bhola (2010)²¹ undertook their study in the city of Pune, India among MBA students to determine the association between celebrity advertising and brand recall. “It is evident from their study that recall for female celebrity advertisement is lesser compared to that of male celebrity”. In a different study conducted on “Effectiveness of Celebrity Advertisements” by (Rajeswari et al. 2010) it was found that “factors like age, gender, viewers’ status, monthly family income, educational qualification, period of awareness of celebrity advertisements and the type of celebrities (Film stars, Sports stars, Professional models and TV personalities) have close relationship with the level of effectiveness of celebrity advertisements”. From the same piece of research it was evident that factors like “family type and frequency of watching the advertisements have no significant relationship with the level of effectiveness of celebrity advertisements”. In the opinion of Balakrishnan and Kumar (2011) “Celebrity endorsement enhances product information and creates awareness among consumers. It helps them to recall the brands of the durable products”. A study conducted by (Bimal et al. 2012)²² reveal that celebrity endorsers are used by the companies for brand equity. As per this study, “consumer’s believe celebrity endorsed advertisement are reliable and they have the knowledge and are able to recall the product and feel associated and it”. Various studies have been undertaken at different geographical and cultural context as evident from review of existing literature. There are some contradictions in the existing literature and certain areas need to be studied.

Research Questions:

The foreign players were quick to understand the fact that the Bollywood Celebrities (Hindi Film Actor and Actress from Mumbai) and the Indian Cricketers are the most important Celebrities in Indian context. Multinational and Domestic companies doing business in India are selecting them for their brand building purpose. Hence, the following research question arise-

· Whether there is any difference in terms of Brand Recall Score of Bollywood Celebrities and Indian Cricket celebrities among respondents of different gender in Kolkata?

· Whether there is any difference in terms of Brand Preference Score of Bollywood Celebrities and Indian Cricket celebrities among respondents of different gender in Kolkata?

Since celebrity endorsement is a very costly proposition and it can either make or break the image of the company the above questions becomes very pertinent in today’s context.

Research Objectives and Hypotheses:

Bollywood Celebrities and the Indian Cricketers are endorsing multiple brands from different product categories and are also charging vast amount as their brand endorsement fees. The primary objective of this study is to determine the impact of the Hindi Film Stars (HFS) and the Indian Cricketers (IC) as brand endorsers among the respondents of Kolkata with special reference to Brand Recall and Brand Preference. Based on the above stated objectives the following hypotheses are formulated.

H0₁:

Brand Recall Score of Hindi Film Stars is less than Brand Recall Score of Indian Cricketers among male respondents.

H0₂:

Brand Recall Score of Hindi Film Stars is less than Brand Recall Score of Indian Cricketers among female respondents.

H0₃:

Brand Preference Score of Hindi Film Stars is less than Brand Preference Score of Indian Cricketers among male respondents.

H0₄:

Brand Preference Score of Hindi Film Stars is less than Brand Preference Score of Indian Cricketers among female respondents.

MATERIALS AND METHODS:

In the first part of the study I have selected 20 Indian Celebrities. The list of 20 celebrities includes 10 Hindi Film Stars (HFS) and 10 Indian Cricketers (IC). A pilot study was conducted earlier with 50 respondents in Kolkata and the 20 Indian celebrities were selected based on their familiarity and popularity among the respondents in Kolkata. The list of Hindi Film Stars (HFS) and the Indian Cricketers (IC) selected for the study is presented in Table 2. The 10 Hindi Film Stars (HFS) and 10 Indian Cricketers (IC) selected for the present study were rated by the respondents as most familiar and popular Celebrities during the course of the pilot study. Next, I have tracked the brands endorsed by the selected Indian Celebrities from Television and Newspaper advertisements during the study period for taking the study forward. The brands endorsed by the Indian Cricketers (IC) and the Hindi Film Stars (HFS) are presented in Table 3 and Table 4 respectively. After selecting the 20 Indian Celebrities and tracking their brand endorsement details from Television and Newspaper advertisements, Quantitative research was undertaken and primary data was collected with the help of a structured Interview Schedule by applying survey method. Cross sectional research design was applied in this study. Target Population was classified in terms of:

· Elements:

Gender wise both male and female between 18 years to 49 years staying in Kolkata were considered.

· Sampling Units:

I have selected house hold as the sampling unit.

· Extent:

The study is conducted within the geographical boundary of Kolkata and for that purpose all the Postal Codes (Kolkata 700001 to 700157) were considered.

First, I have defined the Target population in terms of elements, sampling unit, extent and time. Secondly I have selected all the postal codes of Kolkata (Kolkata 700001 to Kolkata 700157) as the sampling frame. Probability sampling technique was used for the study. After that the sample size was determined as 400 respondents after giving due consideration to time and resource constraints and sample size used in similar studies. I have also selected the sample size keeping in mind 95% confidence level and 5% confidence interval. The sample size is given as 384 with 95% confidence level and 5% confidence limit from sample size calculator (www.macorr.com). Finally I have executed the sampling process. I have used Cluster sampling technique with an objective of increasing the sampling efficiency in a cost effective manner.

Table 1 Postal Codes of Kolkata along with the name of the Areas where the survey was conducted.

Sr. No.	Postal Code	Name of the Area
1	700004	Shyambazar
2	700020	Elgin Road
3	700036	Baranagore
4	700052	Calcutta Airport
5	700068	Jodhpur Park
6	700084	Garia
7	700100	V.I.P. Nagar
8	700116	Balaram Dharma Sopan
9	700132	Ganganagar
10	700148	Harinavi

(Source: Primary Research)

Cluster Sampling- Implementation Procedure.:

First, I have assigned a number from 1 to 157 to each of the postal code of Kolkata. (N=157)

Next, I have decided to randomly include 10 postal codes in the sample(c=10).

Thereafter, I have calculated the sampling interval (i) and rounded off to the nearest integer (i=N/c, i= 157/10, i=15.7, i=16 rounded off).

Next, I have selected a random number “r” between 1 and 16 (r=4).

After that I have identified the areas with the following postal codes (r, r+i, r+2i, r+3i, r+4i, r+5i, r+6i, r+7i, r+8i, r+(c-1)*i). The 10 selected postal codes with their names are given in Table 1.

I have developed a Structured Interview Schedule to get the views of the respondents’ keeping the research objectives in mind. I have also conducted a pilot study and finalized the research instrument after ascertaining its reliability and validity. In the words of Bryman and Bell (2010) “it is always desirable, if at all possible, to conduct a pilot study before administering a self –completion questionnaire or structured interview schedule to your sample”. In fact, the desirability of piloting such instrument is not solely to do with trying to ensure that survey questionnaire operates well; piloting also has a role in ensuring that the research instrument as a whole functions well. I have also ensured that the measuring instrument is measuring the property it is supposed to measure and ascertained its face, content and construct validity.

Table 2 List of Hindi Film Stars (HFS) and Indian Cricketers (IC) selected for the study

Serial No.	Hindi Film Stars	Gender of the Celebrity	Serial No.	Indian Cricketers	Gender of the Celebrity
1	Amitabh Bachchan	Male	1	Sachin Tendulkar	Male
2	Shah Rukh Khan	Male	2	MS Dhoni	Male
3	Amir khan	Male	3	Yuvraj Singh	Male
4	Saif Ali Khan	Male	4	Saurav Ganguly	Male
5	RanbirKapoor	Male	5	Virendra Sehwag	Male
6	Salman Khan	Male	6	Gautam Ghambir	Male
7	AishwaryaRai Bachchan	Female	7	ViratKohli	Male
8	Katrina Kaif	Female	8	Harbajan Singh	Male
9	KareenaKapoor	Female	9	IrfanPathan	Male
10	Priyanka Chopra	Female	10	Ishant Sharma	Male

Table 3 Brand Endorsement details of Selected Indian Cricket Celebrities

Sr. No	Celebrity (Indian Cricketers)	Brand Endorsed	Number of Brands Endorsed
1	Sachin Tendulkar	Aviva, Sunfeast, Cannon Camera, Royal Bank of Scotland, Boost, Jaypee Cement, Toshiba, Adidas, Kaspersky	9
2	MS Dhoni	Aircel, Sonata, Boost, Pepsi, TVS, Orient PSPO, Lays, Dabur Chyawanprash, Lafarge Concreto, Emami Healthy and Tasty cooking oil	10
3	Yuvraj Singh	Royal Stag, Birla Sunlife,	2
4	Saurav Ganguly	Captain TMT bars, Chirag Computers, Vibgyor Motor Cycle	3
5	Virendra Sehwag	Pepsi, Karbonn Mobile, Zandu Balm, Hero Moto Corp	4
6	Gautam Ghambir	Airtel Digital TV, Reebok, Coca Cola, Karbonn mobile,	4
7	Virat Kohli	TVS Motor, Flying Machine, Fastrack	3
8	Harbajan Singh	Royal Stag, Pepsi	2
9	Irfan Pathan	Tata Indicom.	1
10	Ishant Sharma	Pepsi	1

Source: Primary Research

Table 4 Brand Endorsement details of Selected Bollywood Celebrities (HFS)

Sr. No	Hindi Film Stars	Celebrity Gender	Brand Endorsed	Number of Brands Endorsed
1	Amitabh Bachchan	Male	Reid and Taylor, Boroplus, Eveready, Parker Pen, Binani Cement, ICICI prudential, Cadbury Dairymilk,Tanishq, Navratna oil, Just Dial, Gujarat Tourism	11
2	Shah Rukh Khan	Male	Nokia, Linc, Airtel, Sunfeast, Fair andHandsom, Belmont, Dish TV, Videocon, EmamiSonaChandiChywanprash, Pepsodent, Hyundai i10, Nerolac, IIPM, Gitanjali Jewels	14
3	Amir khan	Male	Inova , Coca cola,TataSky,Samsung Mobile, Titan, Parle G	6
4	Saif Ali Khan	Male	Lays, Asian Paints, Lenevo, Royal Stag, Airtel Digital TV, Airtel Voice Message, TajMahal Tea	7
5	RanbirKapoor	Male	Pepsi, Tata Docomo, Panasonic, John Players, Hero Moto Corp,	5
6	Salman Khan	Male	Mayur, Chloromint	2
7	AishwaryaRai Bachchan	Female	Lux, L'oreal (Hair colour), Longines	3
8	Katrina Kaif	Female	Slice, Pantene, Veet, Nakshtra, Godrej Renew	5
9	KareenaKapoor	Female	Vivel, Sony Vaio, Lakme, Gitanjali Jewels	4
10	Priyanka Chopra	Female	Nikon's, Lux, Levis, Nokia, Asmi Jewellery, Garnier	6

I have asked two questions to find out the Brand Recall Score of the Hindi Film Stars (HFS) and the Indian Cricketers (IC) among the respondents. In the opinion of Keller (2007)²³ “Brand Recall relates to consumers’ ability to retrieve the brand from memory when given a relevant cue”. We can classify Brand Recall as unaided recall and aided recall. For finding out unaided recall a consumer is asked to recall the brand without any help. However, in aided recall a range of cues are presented to the respondents to help the recall the brand. For finding the unaided recall, the respondents were shown the names of the 10 Hindi Film Stars (HFS) and 10 Indian Cricketers (IC) and were asked them to mention the name of the brands that they can recall against each celebrity. In the second question, for finding the aided recall, once again the respondents were shown the names of 10 Hindi Film Stars (HFS) and 10 Indian Cricketers (IC) along with two separate lists containing brands endorsed by all the Hindi Film Stars (HFS) and all the Indian Cricketers (IC) and asked them to correctly match the brands with the celebrities. Patra and Datta (2012) have presented different models for selecting a celebrity and role of celebrities in brand building process. For finding the brand preference score of a celebrity I have asked the respondents to mention whether they prefer brands endorsed by each of the 20 celebrities. If a respondents said yes then the celebrity gets a score of one if not then the score is zero. The profiles of the respondents from whom the data were collected are classified according to their Demographic parameters and are presented in the Table 5.

Table: 5 Demographic profiles of the Respondents

Sr. No.	Demographic Variables	Classification
1	Gender	Male ⁭ Female ⁭
2	Age (Years)	(18-25) ⁭ (26-33) ⁭ (34-41) ⁭ (42-49) ⁭
3	Occupation	Students ⁭ Housewife ⁭ Employed ⁭ Self Employed⁭ Professionals ⁭
4	Income (Rs./Month)	No Income⁭ Up to15,000 ⁭ 15001-30,000 30,001-45,000 Above 45,000 ⁭
5	Education	Up to Class X- ⁭ Class XII- ⁭ Diploma ⁭ Graduation- ⁭ PG-⁭ Ph.D. ⁭

Source: Primary Research:

Next, I have coded the questions for both the Hindi Film Stars (HFS) and the Indian Cricketers (IC) for further analysis as presented in the Table 6

Table: 6 Coding of the Questions for Hindi Film Stars and Indian Cricketers.

Serial Nos.	Variables	Coding
1	Q1Un aided Brand Recall Score	Actual Number of Brands Correctly Recalled Unaidedly.
2	Q2 Aided Brand Recall Score	Actual Number of Brands Correctly Recalled Aidedly.
3	Brand Preference	Yes 1 No 0

RESULTS AND DISCUSSIONS:

The findings of this study is presented keeping in mind the broad objectives and hypotheses that have been presented earlier in the paper. The first research question was aimed at understanding whether there is any difference in terms of Brand Recall Score of Bollywood Celebrities and Indian Cricket Celebrities among respondents of different gender in Kolkata? In this regard the first hypothesis formulated was-

H0₁:

Brand Recall Score of Hindi Film Stars is less than Brand Recall Score of Indian Cricketers among male respondents.

Independent samples t- test was conducted for testing the above mentioned hypothesis. SPSS was used for analyzing the data. The value of Levene’s test for equality of variance is 0.552 in case of Unaided Brand Recall Score and 0.286 in case of Aided Brand Recall Score. A small value of significance associated with Levene’s test indicates that the two groups have unequal variance but the value of 0.552 and 0.286 are not small in this context. Therefore, the statistics associated with equal variance assumed is used for t-test for equality of means. The t-test results in case of Un Aided Brand Recall Score with equal variance assumed shows t-statistics of 2.968 with 18 degrees of freedom. The corresponding two-tailed p-value is 0.008 which is less than 0.05 and the one- tailed p-value is 0.004 which is less than 0.01. Similarly in case of Aided Brand Recall Score, the t-test results with equal variance assumed shows t-statistics of 2.004 with 18 degrees of freedom. The corresponding two-tailed p-value is 0.060 and the one-tailed p-value is 0.030 which is less than 0.05 as evident from table 7. The one-tailed p-value is obtained by dividing the two-tailed p-value by 2.

The t-test results in case of Brand Preference Score with equal variance assumed shows t-statistics of 2.963 with 18 degrees of freedom. The corresponding two-tailed p-value is 0.008 and the one-tailed p-value is 0.004 which are less than 0.05 as seen from table 10.Hence, the Null hypothesis could not be accepted and the finding is Brand Preference Score of the Hindi Film Stars (HFS) is more than the Brand Preference Score of the Indian Cricketers (IC) among female respondents of Kolkata.

Limitations and Scope for Further Research:

The present study is conducted with ten Hindi Film Stars and ten Indian Cricketers and is limited among respondents of Kolkata only. Data was collected at one point of time by making use of cross sectional research design. These might be considered as limitations of the current study. Along with the Hindi Film Stars, celebrities from other facet of life like spots person, television actor and actress may be considered in future for understanding their impact as brand endorsers. Moreover, the study may be taken forward in a extensive geographic area in future considering other demographic factors of the respondents apart from gender.

CONCLUSION:

Brand building is a challenging phenomenon and celebrities are used for promoting brands across product categories and even service also. The Bollywood Celebrities and the Indian Cricketers are endorsing multiple brands and occupying massive amount of space and time in different mass media as brand endorser. The outcome of the primary research conducted in Kolkata, India bring to light the fact that the impact of the Bollywood celebrities are better than the Indian Cricket Celebrities in generating Brand Awareness-recall and Brand Preference among both male and female respondents in Kolkata.

Implications of the Study:

The present piece of work is expected to make a humble contribution to the 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. As clearly pointed out in this study it is worthy to note that the Hindi Film Stars (HFS) is capable of generating better Brand Recall and Brand Preference than the Indian Cricketers (IC) among the respondents of Kolkata. This piece of information is valuable for advertisers to note that the respondents in Kolkata are accepting the Hindi Film Stars (HFS) and connecting with the different role portrayed by them as brand endorser. However, in case of the Indian Cricketers (IC) the respondents admire and appreciate them for their performance on the field rather than as brand endorser. This is very relevant and important for brands that are trying to connect with their target audience with the help of Indian Celebrities in Kolkata.

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Received on 09.03.2017 Modified on 18.03.2017

Asian J. Management; 2017; 8(2):251-261.

DOI: 10.5958/2321-5763.2017.00039.7

Impact of Bollywood Celebrities and Indian Cricketers as Brand Endorser in Kolkata