To what extent does the celebrity world Timestamp interest you?

8/16/201022:57:5 1 Considerably 8/16/201023:05:1 2 8/16/201023:08:4 Considerably 5 8/16/201023:09:3 Moderately 6 8/16/201023:09:4 Moderately 6 8/16/201023:12:0 Greatly 7 8/16/201023:12:4 Moderately 6 8/16/201023:17:0 Moderately 5 8/16/201023:22:2 Considerably 1 8/16/201023:23:2 Considerably 4 8/16/201023:23:5 Moderately 1 8/16/201023:25:0 Not at all 8 8/16/201023:25:1 Considerably 9 8/16/201023:32:5 Considerably 2 8/16/201023:34:4 Moderately 3 8/16/201023:39:0 Considerably 0 8/16/201023:40:4 Moderately 1 8/16/201023:44:0 Moderately 8 8/16/201023:48:5 Not at all 9 8/16/201023:49:0 Moderately 1 8/16/201023:50:4 Moderately 8 8/16/201023:58:1 Considerably 1 8/16/201023:59:2 Considerably 2 Moderately 8/17/20100:14:10 Greatly 8/17/20100:42:02 Considerably 8/17/20100:53:28 Moderately 8/17/20100:59:42 Considerably 8/17/20101:34:49 Moderately 8/17/20101:37:51 Considerably 8/17/20101:52:47 Considerably 8/17/20102:57:22 Greatly 8/17/20103:05:27 Considerably 8/17/20103:12:17 Considerably 8/17/20103:43:56 Greatly 8/17/20104:08:04 Not at all 8/17/20104:13:55 Moderately 8/17/20108:27:28 Considerably 8/17/20109:38:55 Moderately 8/17/201010:01:2 5 8/17/201010:33:1 Not at all 9 8/17/201011:23:3 Considerably 4 8/17/201012:08:1 Moderately 9 8/17/201012:24:4 Greatly 0 8/17/201012:35:4 Considerably 6 8/17/201012:45:4 Considerably 4 8/17/201013:53:4 Moderately 8 8/17/201014:19:4 Moderately 3 8/17/201014:27:5 Not at all 2 8/17/201014:56:0 Not at all 2 8/17/201015:32:2 Moderately 7 8/17/201015:50:4 Considerably 0 Moderately

From the following groups who do you feel has the greatest influence on your purchasing behaviour? [Family] Extremely Influential Moderately Influential Extremely Influential Moderately Influential Moderately Influential Little Influential Extremely Influential Extremely Influential Moderately Influential Extremely Influential Extremely Influential Moderately Influential Extremely Influential Extremely Influential Moderately Influential Little Influential Little Influential Moderately Influential Little Influential Moderately Influential Extremely Influential Moderately Influential Extremely Influential Little Influential Extremely Influential Extremely Influential Little Influential Little Influential Extremely Influential Moderately Influential Extremely Influential Extremely Influential Extremely Influential Moderately Influential Extremely Influential Moderately Influential Little Influential Extremely Influential Extremely Influential Moderately Influential Moderately Influential Moderately Influential Moderately Influential Extremely Influential Extremely Influential Moderately Influential Extremely Influential Little Influential Moderately Influential Extremely Influential Not Influential at all

8/17/201016:22:3 7 8/17/201018:06:4 Considerably 4 8/17/201020:41:0 Greatly 3 8/17/201021:39:1 Moderately 7 8/17/201022:08:3 Moderately 8 8/17/201022:20:1 Considerably 3 8/17/201022:34:5 Considerably 9 8/17/201022:38:2 Moderately 6 8/17/201023:14:4 Moderately 7 Moderately 8/18/20100:16:18 Considerably 8/18/20100:33:15 Moderately 8/18/20106:25:18 Moderately 8/18/201018:32:4 0 8/18/201018:47:5 Greatly 4 8/18/201019:00:5 Considerably 5 8/18/201019:28:5 Moderately 0 8/18/201019:38:5 Moderately 1 8/18/201019:44:5 Moderately 0 8/18/201019:59:0 Moderately 2 Not at all

Little Influential Little Influential Extremely Influential Moderately Influential Extremely Influential Moderately Influential Moderately Influential Extremely Influential Extremely Influential Moderately Influential Little Influential Extremely Influential Extremely Influential Extremely Influential Extremely Influential Moderately Influential Little Influential Extremely Influential Moderately Influential

From the following groups who do you feel has the greatest influence on your purchasing behaviour? [Friend] Little Influential Moderately Influential Moderately Influential Moderately Influential Moderately Influential Extremely Influential Moderately Influential Little Influential Moderately Influential Moderately Influential Little Influential Moderately Influential Little Influential Moderately Influential Little Influential Moderately Influential Moderately Influential Moderately Influential Moderately Influential Moderately Influential Little Influential Moderately Influential Moderately Influential Moderately Influential Moderately Influential Moderately Influential Little Influential Little Influential Moderately Influential Moderately Influential Extremely Influential Extremely Influential Moderately Influential Moderately Influential Extremely Influential Moderately Influential Moderately Influential Moderately Influential Moderately Influential Moderately Influential Moderately Influential Moderately Influential Moderately Influential Moderately Influential Little Influential Little Influential Moderately Influential Moderately Influential Extremely Influential Extremely Influential Little Influential

From the following groups who do you feel has the greatest influence on your purchasing behaviour? [Media] Little Influential Moderately Influential Moderately Influential Extremely Influential Not Influential at all Little Influential Moderately Influential Little Influential Not Influential at all Little Influential Little Influential Moderately Influential Moderately Influential Little Influential Moderately Influential Moderately Influential Moderately Influential Little Influential Moderately Influential Little Influential Little Influential Extremely Influential Extremely Influential Moderately Influential Little Influential Not Influential at all Moderately Influential Moderately Influential Extremely Influential Moderately Influential Moderately Influential Moderately Influential Little Influential Moderately Influential Moderately Influential Moderately Influential Moderately Influential Little Influential Little Influential Extremely Influential Little Influential Extremely Influential Moderately Influential Little Influential Not Influential at all Little Influential Little Influential Not Influential at all Little Influential Moderately Influential Not Influential at all

Little Influential Moderately Influential Extremely Influential Extremely Influential Moderately Influential Little Influential Little Influential Moderately Influential Extremely Influential Moderately Influential Moderately Influential Moderately Influential Moderately Influential Moderately Influential Not Influential at all Moderately Influential Moderately Influential Moderately Influential Moderately Influential

Moderately Influential Moderately Influential Moderately Influential Little Influential Not Influential at all Not Influential at all Not Influential at all Little Influential Little Influential Little Influential Moderately Influential Moderately Influential Moderately Influential Moderately Influential Little Influential Extremely Influential Extremely Influential Little Influential Little Influential

From the following groups who do you feel has the greatest influence on your purchasing behaviour? [Celebrity] Little Influential Little Influential Little Influential Extremely Influential Extremely Influential Not Influential at all Not Influential at all Little Influential Little Influential Little Influential Little Influential Little Influential Moderately Influential Little Influential Little Influential Little Influential Not Influential at all Not Influential at all Little Influential Not Influential at all Little Influential Little Influential Moderately Influential Moderately Influential Little Influential Not Influential at all Moderately Influential Little Influential Little Influential Little Influential Little Influential Moderately Influential Moderately Influential Moderately Influential Moderately Influential Little Influential Extremely Influential Not Influential at all Not Influential at all Moderately Influential Little Influential Extremely Influential Little Influential Little Influential Not Influential at all Not Influential at all Little Influential Not Influential at all Not Influential at all Little Influential Not Influential at all What characteristics of a celebrity do you think are the most important when endorsing a brand? [Trustworthiness] Moderately Important Extremely Important Moderately Important Moderately Important Extremely Important Extremely Important Extremely Important Moderately Important Extremely Important Moderately Important Moderately Important Moderately Important Moderately Important Moderately Important Moderately Important Extremely Important Moderately Important Extremely Important Extremely Important Moderately Important Extremely Important Moderately Important Moderately Important Extremely Important Moderately Important Extremely Important Extremely Important Extremely Important Not Important at all Little Important Not Important at all Extremely Important Little Important Moderately Important Not Important at all Extremely Important Extremely Important Extremely Important Extremely Important Moderately Important Extremely Important Extremely Important Extremely Important Moderately Important Moderately Important Not Important at all Extremely Important Moderately Important Extremely Important Extremely Important Not Important at all .

Moderately Influential Extremely Influential Moderately Influential Not Influential at all Not Influential at all Not Influential at all Not Influential at all Little Influential Little Influential Little Influential Little Influential Little Influential Little Influential Moderately Influential Little Influential Little Influential Little Influential Not Influential at all Not Influential at all Extremely Important Extremely Important Moderately Important Moderately Important Moderately Important Little Important Little Important Moderately Important Extremely Important Extremely Important Little Important Extremely Important Moderately Important Moderately Important Little Important Extremely Important Extremely Important Little Important Extremely Important .

What characteristics of a celebrity do you think are the What characteristics of a celebrity most important What characteristics of a celebrity do you think are the most important when endorsing do you think are the most important when endorsing a brand? a brand? when endorsing a brand? [Attractiveness ] [Expertise ] [Familiarity ] Extremely Important Little Important Extremely Important Extremely Moderately Important Important Extremely Important Moderately Extremely Important Important Moderately Important Extremely Important Little Important Extremely Important Little Important Little Important Not Important at Extremely Important Not Important at all all Extremely Important Moderately Little Important Important Extremely Important Moderately Extremely Important Important Extremely Important Moderately Extremely Important Important Extremely Important Extremely Extremely Important Important Not Important at Moderately Important Extremely Important all Little Important Moderately Little Important Important Moderately Important Extremely Extremely Important Important Moderately Important Moderately Moderately Important Important Moderately Important Moderately Important Little Important Extremely Important Moderately Little Important Important Extremely Important Moderately Moderately Important Important Extremely Important Moderately Not Important at all Important Little Important Moderately Little Important Important Moderately Important Moderately Moderately Important Important Moderately Important Moderately Important Little Important Little Important Moderately Extremely Important Important Extremely Important Extremely Moderately Important Important Extremely Important Extremely Extremely Important Important Extremely Important Moderately Moderately Important Important Moderately Important Moderately Moderately Important Important Extremely Important Extremely Moderately Important Important Extremely Important Extremely Extremely Important Important Extremely Important Extremely Moderately Important Important Not Important at Moderately Important Extremely Important all Important at Extremely Important Not Not Important at all all Not Important at all Moderately Moderately Important Important Extremely Important Extremely Important Little Important Extremely Important Moderately Moderately Important Important Moderately Important Moderately Important Little Important Moderately Important Moderately Important Little Important Extremely Important Moderately Extremely Important Important Moderately Important Moderately Little Important Important Not Important at Moderately Important Moderately Important all Not Important at all Extremely Extremely Important Important Moderately Important Moderately Moderately Important Important Moderately Important Moderately Important Little Important Moderately Important Extremely Moderately Important Important Extremely Important Extremely Important Little Important Moderately Important Moderately Extremely Important Important Extremely Important Little Important Little Important Little Important Extremely Little Important Important Extremely Important Extremely Little Important Important Extremely Important Extremely Little Important Important Little Important Moderately Moderately Important Important Not Important at Moderately Important Not Important at all all Not Important at all .

Extremely Important Extremely Important Extremely Important Little Important Extremely Important Moderately Important Moderately Important Moderately Important Extremely Important Moderately Important Extremely Important Little Important Extremely Important Moderately Important Extremely Important Extremely Important Moderately Important Extremely Important Little Important

Moderately Important Extremely Important Moderately Important Extremely Important Little Important Extremely Important Extremely Important Moderately Important Moderately Important Moderately Important Moderately Important Extremely Important Moderately Important Moderately Important Extremely Important Moderately Important Extremely Important Moderately Important Extremely Important

Little Important Extremely Important Moderately Important Moderately Important Extremely Important Moderately Important Moderately Important Extremely Important Moderately Important Moderately Important Extremely Important Extremely Important Moderately Important Moderately Important Extremely Important Little Important Moderately Important Moderately Important Moderately Important

What type of celebrity What is the most What is the most What is the most endorsement persuading persuading persuading persuades you factor to factor to factor to instinctively to purchase a purchase a purchase a Food purchase motor vehicle? Clothing? Product? products? Famous Price Design/Fashion Quality Personality Brand Name Design/Fashion Quality Film Star Famous Brand Name Design/Fashion Quality Personality Famous Brand Name Brand Name Quality Personality Attractive Cricketer/Sportsp Brand Name Brand Name Packaging erson Famous Price Price Quality Personality Famous Price Brand Name Quality Personality Famous Brand Name Design/Fashion Quality Personality Famous Price Design/Fashion Quality Personality Brand Name Brand Name Quality Film Star Cricketer/Sportsp Brand Name Design/Fashion Quality erson Self Esteem Price Quality Film Star Famous Brand Name Design/Fashion Quality Personality Famous Self Esteem Price Quality Personality Celebrity Cricketer/Sportsp Self Esteem Brand Name Endorsemet erson Cricketer/Sportsp Self Esteem Brand Name Quality erson Famous Brand Name Design/Fashion Quality Personality Famous Price Brand Name Quality Personality Cricketer/Sportsp Price Design/Fashion Quality erson Famous Price Design/Fashion Quality Personality Famous Brand Name Brand Name Brand Name Personality Famous Self Esteem Design/Fashion Brand Name Personality Cricketer/Sportsp Self Esteem Design/Fashion Quality erson Brand Name Brand Name Quality Poltician Brand Name Brand Name Brand Name Film Star Brand Name Brand Name Quality Film Star Brand Name Design/Fashion Quality Film Star Famous Brand Name Design/Fashion Quality Personality Price Price Quality Film Star Brand Name Brand Name Quality Film Star Cricketer/Sportsp Self Esteem Price Quality erson Famous Price Brand Name Quality Personality Cricketer/Sportsp Self Esteem Brand Name Quality erson Self Esteem Design/Fashion Brand Name Film Star Famous Brand Name Design/Fashion Quality Personality Famous Brand Name Design/Fashion Quality Personality Cricketer/Sportsp Brand Name Brand Name Quality erson Brand Name Brand Name Quality Film Star Self Esteem Design/Fashion Quality Film Star Famous Self Esteem Design/Fashion Quality Personality Famous Self Esteem Design/Fashion Quality Personality Brand Name Design/Fashion Quality Film Star Self Esteem Brand Name Quality Film Star Famous Self Esteem Design/Fashion Quality Personality Famous Self Esteem Brand Name Quality Personality Famous Brand Name Design/Fashion Quality Personality Brand Name Brand Name Quality Film Star Famous Price Price Quality Personality Famous Brand Name Design/Fashion Quality Personality Famous Self Esteem Design/Fashion Quality Personality Famous Brand Name Brand Name Quality Personality

What do you pro the most when purchasing a product? Quality of the product Value for money Value for money Quality of the product of the Quality product the Price of product of the Quality product of the Quality product Value for money Quality of the product Value for money Value for money Quality of the product Value for money Celebrity endorsement Quality of the product Value for money Value for money Quality of the product of the Quality product of the Quality product of the Quality product Value for money Quality of the product the Price of product of the Quality product Value for money Valueof the Price for money product of the Quality product of the Quality product of the Quality product Valueof the Price for money product Value for money Value for money Quality of the product Value for money Value for money Value for money Valueof the Price for money product of the Quality product the Price of product of the Quality product Value for money Quality of the product Value for money Value for money Quality of the product of the Quality product

Which of the following channels do you see celebrity TV, Magazine, endorsed Websites, Social brands? Networking Sites, TV Newspaper, Radio TV, Magazine, Newspaper Social Networking Sites, Newspaper Social Networking Sites TV, Newspaper Magazine, Newspaper TV, Websites, Newspaper TV Magazine, TV, TV Magazine, TV, Websites, Social Newspaper Sites, Networking TV, Magazine, Newspaper Websites, Social TV Networking Sites, TV, Magazine Newspaper, Radio TV, Magazine, Newspaper Newspaper, Radio TV, Magazine, Newspaper Websites, Social Networking Sites TV, Magazine, Websites, Newspaper Social Networking TV, Magazine, Sites, Newspaper TV, Magazine, Websites, Social Newspaper Sites, Networking Newspaper TV TV, Magazine, TV TV, Magazine, Websites, Social Magazine Sites, Websites, Networking TV, Magazine, Newspaper Newspaper, Websites, Social TV, Magazine, Radio TV, Magazine, Networking Sites, Websites, Social Newspaper Sites, Newspaper, Networking Radio Newspaper, Radio TV, Magazine, TV Social Social TV, Websites, Networking Sites Networking Sites, TV, Newspaper Newspaper, Radio TV, Magazine, Newspaper TV, Magazine Newspaper TV, Magazine, TV, Magazine Magazine, Websites, Social Newspaper Sites, Networking Newspaper TV, Magazine, Newspaper TV, Magazine, Newspaper TV, Magazine, Newspaper TV, Magazine TV, Magazine, TV, Magazine Social Networking Sites TV, Magazine, Newspaper TV, Magazine, Websites, Social Newspaper Sites, Networking Newspaper TV

Brand Name Brand Name Brand Name Brand Name Price Price Price Brand Name Self Esteem Brand Name Self Esteem Brand Name Brand Name Celebrity Endorsemet Price Brand Name Self Esteem Self Esteem Brand Name

Design/Fashion Brand Name Brand Name Design/Fashion Design/Fashion Design/Fashion Design/Fashion Design/Fashion Design/Fashion Brand Name Design/Fashion Brand Name Design/Fashion Celebrity Endorsemet Design/Fashion Brand Name Design/Fashion Design/Fashion Design/Fashion

Quality Quality Quality Quality Quality Quality Quality Quality Quality Quality Quality Quality Quality Celebrity Endorsemet Quality Quality Quality Quality Quality

Film Star Film Star Film Star Famous Personality Film Star Film Star Film Star Famous Personality Famous Personality Cricketer/Sportsp erson Famous Personality Famous Personality Famous Personality Famous Personality Famous Personality Cricketer/Sportsp erson Famous Personality Film Star Famous Personality

Quality of the product Value for money Quality of the product of the Quality product Value for money Quality of the product of the Quality product Value for money Quality of the product Value for money Value for money Valueof the Price for money product Celebrity endorsement Quality of the product of the Quality product Value for money Value for money Value for money

TV, Magazine, Websites, Social Networking Sites, Newspaper, Radio TV TV, Magazine, TV Websites, Newspaper TV, Magazine, Newspaper TV, Magazine, TV, Magazine Websites, Social tv, magazine Newspaper, Networking Sites, Radio Newspaper, TV, Magazine, Radio Websites, Social Magazine, Newspaper Sites, Networking TV, Magazine, Newspaper Websites, Social TV, Newspaper Networking Sites, TV Newspaper, Radio TV, Websites, Magazine, Newspaper Websites, TV, Magazine, Newspaper TV, Magazine, Websites, Social Newspaper Sites, Websites, Networking Newspaper Newspaper, Radio

do the following do the following do the following do the following variables variables variables variables influence a influence a influence a influence a celebrity celebrity celebrity celebrity endorser's endorser's endorser's endorser's attractiveness in attractiveness in attractiveness in attractiveness in your opinion? your opinion? your opinion? your opinion? Your Age Group Your Name [Beautiful] [Classy] [Sexy] [Attractive] 18 to 28 ashish nawal High Average Low Very Low 18 to 28 ajay High Very High High High 18 to 28 Average High High High 18 to 28 ankit High High High Very High 18 to 28 sajid ali Average Very High Low Average 18 to 28 shibani Very High Very High Very High Very High 18 to 28 Low High Very Low Average 18 to 28 Mohit Agarwal High Very High Average Very High 18 to 28 rachna bajaj Very High Very High Very High Very High 18 to 28 Shikhar Very High Very High Very High Very High 18 to 28 Karan Grover Very High High High High 18 to 28 MUKUL MEHRA High Average High Very High 18 to 28 keerthi High High Average High 18 to 28 Dushyant Sharma Very High Very High Very High Very High 18 to 28 Ronald Joseph High Average Average High 18 to 28 High Very High High High 18 to 28 Jatin Rastogi Average High High Average 18 to 28 Vaibhav Verdhan High Very High High Average 18 to 28 Average High Average Average 18 to 28 shreyas Average High High Average 18 to 28 kuldeep rao Average Average High Average 18 to 28 rahul High Very High High Very High 18 to 28 Kapil Dev Khinchi High High Very High High 18 to 28 Very High Very High Very High Very High 18 to 28 Very High High Very High High 18 to 28 Pooja Kanani High High Average High 18 to 28 rahul bajaj Average Very High High High 18 to 28 sneha ghadiali High High High High 18 to 28 Ashu High Average High Very High 18 to 28 anuj jain Very High Very High Very High Very High 18 to 28 Ashutosh Sharma Low High Low Average 18 to 28 Brijendra Very High Very High Very High High Jasjit Singh 18 to 28 Banga Very High High High High 18 to 28 saurabh Very High Very High Very High High 18 to 28 High High High High Anantha Shankar 18 to 28 KR High High High Average 18 to 28 Rohit Kumar Very High High High High Ram Gupta 40 or above Jhawar Very High Very High High High 18 to 28 Nishant Gupta High High Average Very High 18 to 28 Manu Gupta Very High High Average Very High 18 to 28 Nikhil Guar High High High Very High 18 to 28 richa gupta High Very High High Very High 18 to 28 kunal sharma High Average High High 18 to 28 shantilal chhimpa Very High High Average High 18 to 28 Deepika Average High Very Low High 18 to 28 harish Average High Low Low 18 to 28 Hemant Very High High Low Low 18 to 28 sudesh High High Average High 18 to 28 Pankaj OJha Very High High Very High High Nitin Kumar 18 to 28 Binawara High Very High Average Very High 18 to 28 Binod Average Average Average Average

18 to 28 18 to 28 18 to 28 18 to 28 18 to 28 18 to 28 18 to 28 18 to 28 18 to 28 18 to 28 18 to 28 18 to 28 18 to 28 18 to 28 18 to 28 18 to 28 18 to 28 18 to 28 18 to 28 Jitendra Amit vartika Venki Hiral vasundhara nikki Anshul Saxena anuj solanki Subir Hrishikesh Shete Daksh Shukla RAVI JAIN Ashutosh Tola ankush Deepak Joshi Pratik Bubna Very High High High High Average High High Average High High High Average Very High Very High Very High High Average Very High Average Very High Very High High Very High Very High Very High Very High High High High Very High High High Very High Very High Very High High High Very High Very High High Average High Very High High High High Average High Average Average Average Very High Very High High High Very High Average Very High Very High High High High High High High Very High High High Average Very High Very High Very High Very High High High High .

do the following do the following do the following do the following do the following BRAND variables variables variables variables variables ATTITUDE influence a influence a influence a influence a influence a towards a celebrity celebrity celebrity celebrity celebrity celebrity endorser's endorser's endorser's endorser's endorser's endorsed expertise in your expertise in your expertise in your expertise in your expertise in your brand? opinion? opinion? opinion? opinion? opinion? [Attractiveness [Skilled] [Qualified] [Knowledgeable] [Experienced] [Expert] of the celebrity] High Average Average Low Very Low High High Average High High High High Average High Very High Average High High Average Low Low Average High Average Very High Average Low High Low High High Very High Very High Low Low High High Very High Very High Very High Average Average Very High High Very High Very High Very High Average High High Very High Very High High High High High Average High High Very High High Very High Average High Average High High High High Average Average High Very High Very High Very High Very High Very High Average Very High Very High Very High Very High Very High Very High Average High Average Average High High Very High Average High Very High Average Low Average High High High High Average High High High Low Very High Low High High High High High Average Average High Average High Average Average Very High Very High Very High Average Average Average Very High Very High Very High Average Average Average High High High High High High Average Low Average Average Average Very High Very High Very High Very High Very High Very High Very High High High High High High High Very High High High High High High High High High Average Very High High Very High Very High High High Very High Very High Low Low Low Low Low Very High High Average High Low Average High High Very High High High High Very High High High Very High High Very High Very High Average Average Average Average Average Very High Average Average Average Average Average Very High Average Average Average Average High Very High High Average Average High High High Very High Very High Very High Very High Very High Very High High High High Average Average Very Low High High Very High Very High High Very High Average Average Average High High High Average High Very High Average High Very High High High Very High High Average Average Average Average Average Average Average High High High Low Average Average Low Average Average Average Average Low Average Very High High Very High Very High Very High Very High High High Very High Very High Very High Average Average High High High High Very Low High Average High Average Average High Average Average Average Average Average Average .

Very High High High High High High High High High Very High Average Very High Very High Very High High Very High Very High Very High Very High High Very High Average High High High High High High Very High Very High Very High High Very High High Very High Very High Very High Very High High High High High Very High High High High High Very High Very High Very High High Very High Average Very High Very High Very High Very High High High Average Very Low High High High High Very High Very High Very High Very High Very High Average Very High Very High Very High Very High Very High High High Average Very Low High High High High High Average High Very High Very High High Average Very High Very High Very High Very High Very High Average Average High Average Average Average High High High High Very High Very High Very High High High High Very Low .

ATTITUDE towards a celebrity endorsed brand? [Trustworthines s of the celebrity] Very High High High Average High High High Average High High High Average Average High Average Very High High Very High High Average Average High Average Very High High Very High Very High High Very Low High Average High Average Very High Very High High Very High Very High Average High Very High Average Average High Low Low High High Very Low High Average BRAND ATTITUDE towards a celebrity endorsed brand? [Expertise of the celebrity] Average High High Low High Average Very High Average High High Average Average Low High Low Average High High Average Average High Very High High Average Very High High High High High Low Low Average Low Average Average Average High Very High Very Low Average High High Average High Low High High High Very Low High Average PURCHASE DECISION towards a celebrity endorsed brand? [Attractiveness of the celebrity] High Average Very Low High Average Average Average Average High Very High High High High Average Average Low Low Low Average Average High High Very High Very High Very High High High Very High Very High High High Very High Very High Very High Average Low Very High Very Low High High Very High Average Very High Very Low Low Average Average Very Low High Average DECISION towards a celebrity endorsed brand? [Trustworthines s of the celebrity] High Average Very Low Low High Average High Average High High High Average Average Average High Very High Average Very High High Average Very High Very High Average Very High Very High Very High Very High High Very Low High Average Very High Average Very High Very High High Very High Very High Average Average Very High High High Very High Very Low Low Very High Average Very Low High High PURCHASE DECISION towards a celebrity endorsed brand? [Expertise of the celebrity] Low Average Very Low Average Average Average Very High Average High High Average Average Low High High Average Low High High Average Average Average Average Average Very High Average High High Very High Low Low High Low Low Low Average High Very High Very Low Average High High Average High Average Low High Average Very Low High Average do the following variables influence a celebrity endorser's trustworthiness in your opinion? [Honest] High High Average Low Very High Average Very High Very High High High High High High High High Very High Average Very High High Average High High High Very High Very High Very High Very High High Very Low Very High High Average Very High Very High Very High High High Very High Very High Very High Very High Very High High Average Average Very High High Very High Very High Average .

Very High High High High Average Average High High High High Very High Very High Very High Average High Very High High Very High Very High Very High High High Low Average Average Very High High High High High Very High Very High High Average Very High High Very High High Very High Average Low Low Very Low Very Low Average Average Very High Low High Very High Very High Very High Low High Average Very Low High Very High High Average Low Very Low Very Low High Average High High Very High Very High Very High Average Low Very High Average High High Very High High High Low Very Low Very Low Very High Average Very High High High Very High Very High High Low Very High Average Very High Very High High Very High High High Average Average High High Very High High High Very High Very High Average High High High Very High .

do the following variables influence a celebrity endorser's trustworthiness in your opinion? [Reliable] Average High High Low High Average Very High Very High High High Low High Very High High High High High Average High Average High High High Very High High Very High Very High High Very Low Very High Average High Very High Very High High Very High Very High Very High Very High Very High Very High High Very High Average Average Average Very High High High High Average do the following variables influence a celebrity endorser's trustworthiness in your opinion? [Sincere] Low High High Low Average High Average Very High High Average High Average High High Average Very High Average High High High High Very High Average Very High Very High Very High High High Very Low High Very High Very High High Very High High Very High Average High High High High High High Average Average Average Very High High High High Average do the following variables influence a celebrity endorser's trustworthiness in your opinion? [Goodwill] Very Low Very High Very High Low High Very High Very High Very High High High Average Very High Very High Very High Average Very High High Average High High Very High High Average Very High Very High Very High Very High High Very High Very High Average Very High Very High Very High High High High Very High High Very High High Very High Very High High Very High Low Very High Very High Very High Very High Average .

Very High High High Very High High High High High High Very High Very High Very High Very High Very High Average Average Very High High Very High Very High High High High High High High High High High High Very High Very High Very High High High Very High High Very High Very High Very High Very High Very High Very High Very High Very High Very High High Very High Very High High Very High Very High Average Very High High Very High Very High .

F-Test Two-Sample for Variances From the following groups who do you feel has the greatest influence on your purchasin g behaviour ? [Family] 6.74 551.96 69 68 Mean Variance Observations df F P(F<=f) one-tail F Critical one-tail .19 1.38 681.49 From the following groups who do you feel has the greatest influence on your purchasin g behaviour ? [Friend] 5.23 0.62 69 68 1.

Timestamp 8/16/201022:57:5 1 To what extent does the celebrit y world interest you? 3 From the From the From the From the following following following following groups who do groups who do groups who do groups who do you feel has the you feel has the you feel has the you feel has the greatest greatest greatest greatest influence on influence on influence on influence on your your your your purchasing purchasing purchasing purchasing behaviour? behaviour? behaviour? behaviour? [Family] [Friend] [Media] [Celebrity] 4 2 2 2 8/16/201023:05:1 2 3 3 3 3 2 8/16/201023:08:4 5 2 4 3 3 2 8/16/201023:09:3 6 8/16/201023:09:4 6 8/16/201023:12:0 7 2 4 2 3 3 2 3 3 4 4 1 2 4 4 1 8/16/201023:12:4 6 2 4 3 3 1 8/16/201023:17:0 5 8/16/201023:22:2 1 8/16/201023:23:2 4 3 3 2 4 3 4 2 3 3 2 1 2 2 2 2 8/16/201023:23:5 1 1 4 2 2 2 .

8/16/201023:25:0 8 8/16/201023:25:1 9 8/16/201023:32:5 2 3 3 2 3 4 4 3 2 3 3 3 2 2 3 2 8/16/201023:34:4 3 3 3 2 3 2 8/16/201023:39:0 0 2 2 3 3 2 8/16/201023:40:4 1 2 2 3 3 1 8/16/201023:44:0 8 1 3 3 2 1 8/16/201023:48:5 9 2 2 3 3 2 8/16/201023:49:0 1 2 3 3 2 1 8/16/201023:50:4 8 3 4 2 2 2 8/16/201023:58:1 1 3 3 3 4 2 .

8/16/201023:59:2 2 8/17/20100:14:10 8/17/20100:42:02 8/17/20100:53:28 2 4 3 2 4 2 4 4 3 3 3 3 4 3 2 1 3 3 2 1 8/17/20100:59:42 3 2 2 3 3 8/17/20101:34:49 2 2 2 3 2 8/17/20101:37:51 3 4 3 4 2 8/17/20101:52:47 3 3 3 3 2 8/17/20102:57:22 8/17/20103:05:27 8/17/20103:12:17 8/17/20103:43:56 4 3 3 4 4 4 4 3 4 4 3 3 3 3 2 3 2 3 3 3 .

8/17/20104:08:04 1 4 4 3 3 8/17/20104:13:55 8/17/20108:27:28 8/17/20109:38:55 8/17/201010:01:2 5 2 3 2 1 3 2 4 4 3 3 3 3 3 3 2 2 2 4 1 1 8/17/201010:33:1 9 3 3 3 4 3 8/17/201011:23:3 4 2 3 3 2 2 8/17/201012:08:1 9 4 3 3 4 4 8/17/201012:24:4 0 3 3 3 3 2 8/17/201012:35:4 6 8/17/201012:45:4 4 8/17/201013:53:4 8 3 2 2 4 4 3 3 2 2 2 1 2 2 1 1 8/17/201014:19:4 3 8/17/201014:27:5 2 1 1 4 2 3 3 2 1 2 1 .

8/17/201014:56:0 2 2 3 4 2 1 8/17/201015:32:2 7 8/17/201015:50:4 0 3 2 4 1 4 2 3 1 2 1 8/17/201016:22:3 7 8/17/201018:06:4 4 8/17/201020:41:0 3 3 4 2 2 2 4 2 3 4 3 3 3 3 4 3 8/17/201021:39:1 7 2 3 4 2 1 8/17/201022:08:3 8 8/17/201022:20:1 3 8/17/201022:34:5 9 3 3 2 4 3 3 2 1 1 1 1 8/17/201022:38:2 6 2 4 3 2 2 8/17/201023:14:4 7 2 4 4 2 2 .

06 .24 2.46 3.51 2.8/18/20100:16:18 3 3 3 2 2 8/18/20100:33:15 8/18/20106:25:18 8/18/201018:32:4 0 2 2 4 2 4 3 3 3 3 2 2 8/18/201018:47:5 4 3 4 3 3 3 8/18/201019:00:5 5 2 4 1 2 2 8/18/201019:28:5 0 2 3 3 4 2 8/18/201019:38:5 1 2 2 3 4 2 8/18/201019:44:5 0 2 4 3 2 1 8/18/201019:59:0 2 SUM 1 172 3 220 3 198 2 171 1 140 Mean 2.91 2.

85 0.86 .Standard Deviation #NAME? #NAME? #NAME? 0.

What characteristics What What What of a celebrity do characteristics characteristics characteristics of you think are of a celebrity do of a celebrity do What is the a celebrity do you the most you think are you think are most think are the most important when the most the most persuading important when endorsing a important when important when factor to endorsing a brand? endorsing a endorsing a purchase a What is the most brand? [Attractiveness brand? brand? motor persuading factor to [Trustworthiness] ] [Expertise ] [Familiarity ] vehicle? purchase a Clothing? 3 4 2 4 Price Design/Fashion 4 3 4 4 Brand Name Design/Fashion 3 4 3 3 Brand Name Design/Fashion 3 4 4 4 2 1 2 2 1 4 Brand Name 4 Brand Name 4 Price Brand Name Brand Name Price 4 2 3 4 Price Brand Name 3 4 3 4 4 4 3 3 4 4 Brand Name 4 Price 3 Brand Name Design/Fashion Design/Fashion Brand Name 3 4 1 2 Brand Name Design/Fashion .

3 3 3 2 4 3 3 4 3 3 Self Esteem 3 Brand Name 3 Self Esteem Price Design/Fashion Price 3 3 2 4 Self Esteem Brand Name 4 2 3 4 Self Esteem Brand Name 3 3 3 4 Brand Name Design/Fashion 4 1 3 2 Price Brand Name 4 2 3 3 Price Design/Fashion 3 3 3 3 Price Design/Fashion 4 3 2 2 Brand Name Brand Name 3 4 3 4 Self Esteem Design/Fashion .

3 4 3 4 3 4 3 3 4 4 3 3 4 Self Esteem 4 Brand Name 3 Brand Name 4 Brand Name Design/Fashion Brand Name Brand Name Brand Name 4 3 4 4 Brand Name Design/Fashion 4 4 4 4 Brand Name Design/Fashion 1 3 4 3 Price Price 2 4 1 4 Brand Name Brand Name 1 4 2 3 1 3 4 3 1 3 2 3 1 Self Esteem 4 Price 4 Self Esteem 3 Self Esteem Price Brand Name Brand Name Design/Fashion .

1 3 2 3 Brand Name Design/Fashion 4 4 4 4 3 4 2 3 2 3 3 1 4 Brand Name 3 Brand Name 3 Brand Name 1 Self Esteem Design/Fashion Brand Name Brand Name Design/Fashion 3 4 4 3 Self Esteem Design/Fashion 4 3 3 3 Self Esteem Design/Fashion 4 3 2 3 Brand Name Design/Fashion 4 3 4 4 Self Esteem Brand Name 3 3 1 4 4 2 2 3 2 3 Self Esteem 4 Self Esteem 2 Brand Name Design/Fashion Brand Name Design/Fashion 4 3 2 2 4 4 4 Brand Name 4 Price Brand Name Price .

4 2 4 2 Brand Name Design/Fashion 4 1 3 1 3 1 3 Self Esteem 1 Brand Name Design/Fashion Brand Name 4 4 3 4 4 4 3 4 3 2 Brand Name 4 Brand Name 3 Brand Name Design/Fashion Brand Name Brand Name 3 2 4 3 Brand Name Design/Fashion 3 2 4 3 2 4 4 Price 3 Price Design/Fashion Design/Fashion 3 3 3 4 Brand Name Design/Fashion 4 4 3 3 Self Esteem Design/Fashion .

26 Endorsement Celebrity Endorsement 1 1 .23 3.94 Brand Name 35 Brand Name 25 Celebrity 3.09 2.4 3 3 3 Brand Name Brand Name 2 4 3 4 2 4 3 4 3 4 Self Esteem 4 Brand Name 3 Brand Name Design/Fashion Brand Name Design/Fashion 3 3 3 Celebrity 3 Endorsemet Celebrity Endorsemet 2 4 4 4 Price Design/Fashion 4 4 3 2 Brand Name Brand Name 4 3 4 3 Self Esteem Design/Fashion 2 4 3 3 Self Esteem Design/Fashion 4 223 2 213 4 203 3 Brand Name 225 Design/Fashion 3.

9 0.0.81 Self Esteem 20Design/fasjon 35 Price 13 Price 6 .89 0.9 0.

Famous the Newspape Quality Personality product r 18 to 28 TV. Social Networking Sites. Quality Magazine. Magazine. Websites. Quality Websites. Cricketer/Sp Value for Newspape ortsperson money r 18 to 28 ankit sajid ali shibani 4 3 5 4 5 5 2 4 Mohit Agarwal rachna bajaj Shikhar 4 5 5 5 5 5 Quality Karan Grover 5 4 . Social Networking Quality Sites. Famous Value for Newspape Personality money r 18 to 28 ajay 4 5 3 4 TV.What do you pro What is the the most most persuadin when g factor to purchas purchase ing a a Food product Product? ? Quality Famous of the Quality Personality product What type of celebrity endorseme nt persuades you instinctivel y to purchase products? Which of the following channels do you see celebrity endorsed Your Age brands? Group TV 18 to 28 Your Name ashish nawal To what extent do To what extent do the fol2ing the fol2ing variables variables influence a influence a celebrity celebrity endorser's endorser's attractiveness in attractiveness in your opinion? your opinion? [Beautiful] [Classy] 4 3 Quality Quality TV. Famous of the Newspape Quality Personality product r 18 to 28 TV. Magazine. Famous of the Newspape Quality Personality product r 18 to 28 Quality Social Attractive Cricketer/Sp of the Networking Packaging ortsperson product Sites 18 to 28 Price of TV. Radio 18 to 28 TV. Magazine. Famous of the Newspape Quality Personality product r 18 to 28 Quality Quality Famous Value for Personality money TV 18 to 28 Quality of the Film Star product TV 18 to 28 TV. Magazine. Value for Newspape Film Star money r.

Websites. Websites. Value for Newspape Film Star money r 18 to 28 Quality of the Famous Personality product TV 18 to 28 Famous Value for TV. Magazine. Magazine. Newspape r 18 to 28 TV. Magazine. Social Networking Sites. Magazine.Quality Quality Quality TV. Newspape r. Websites. Social Networking Sites. Magazine. Newspape r 18 to 28 TV. Newspape r 18 to 28 TV. Radio 18 to 28 TV. Magazine. Social Networking Sites 18 to 28 TV. Social Networking Sites. Magazine. Websites. Newspape r. Radio 18 to 28 TV. Magazine. Newspape r 18 to 28 TV. Personality money Magazine 18 to 28 TV. Newspape r 18 to 28 MUKUL MEHRA keerthi Dushyant Sharma 4 4 5 3 4 5 Celebrity Celebrity Endorsem Cricketer/Sp endorse et ortsperson ment Quality Cricketer/Sp of the ortsperson product Ronald Joseph 4 3 Quality 4 5 Quality Famous Value for Personality money Jatin Rastogi 3 4 Quality Famous Value for Personality money Vaibhav Verdhan 4 5 Quality Quality Cricketer/Sp of the ortsperson product Quality Famous of the Personality product 3 4 Quality shreyas 3 4 Brand Name Quality Famous of the Personality product Quality Famous of the Personality product kuldeep rao 3 3 Brand Name rahul 4 5 .

Cricketer/Sp Value for Newspape ortsperson money r 18 to 28 Quality of the product TV Poltician 18 to 28 Price of the Film Star product TV 18 to 28 Quality of the Film Star product Magazine 18 to 28 TV. Newspape r. Social Networking Sites. Radio 18 to 28 Kapil Dev Khinchi 4 5 5 4 5 4 4 Pooja Kanani 4 rahul bajaj 3 5 Quality sneha ghadiali 4 4 Quality Ashu 4 3 Quality Film Star Quality of the product anuj jain 5 5 Quality Quality Quality Brand Name Quality Cricketer/Sp of the ortsperson product Quality of the Famous Personality product Ashutosh Sharma Brijendra Jasjit Singh Banga saurabh 2 5 5 5 4 5 4 5 TV 18 to 28 TV. Social Networking Sites. Price of Magazine. Magazine. the Newspape Film Star product r 18 to 28 . Radio 18 to 28 TV. the Newspape Film Star product r 18 to 28 TV. Famous Value for Newspape Personality money r. Newspape r. Websites.Quality Quality Brand Name Quality Quality TV. Magazine. Value for Newspape Film Star money r 18 to 28 TV. Websites. Websites. Websites. Social Networking Sites. Magazine. Websites. Social Networking Sites. Social Cricketer/Sp Value for Networking ortsperson money Sites 18 to 28 Price of TV. Magazine. Radio 18 to 28 TV. Magazine.

the Newspape Film Star product r 18 to 28 TV. Magazine. Famous Value for Newspape Personality money r 18 to 28 Quality Cricketer/Sp of the TV. Magazine. Magazine. Famous Value for Newspape Personality money r 18 to 28 TV. Websites. of the Newspape Film Star product r 18 to 28 TV. Social Networking Sites.Quality Quality Quality Quality Quality TV. Price of Magazine. Radio 18 to 28 TV. Quality Social of the Networking Film Star product Sites 18 to 28 Famous Value for Newspape Personality money r 18 to 28 Manu Gupta 5 4 Quality Nikhil Guar 4 4 Quality richa gupta 4 5 Quality kunal sharma 4 3 Quality Quality Quality shantilal chhimpa Deepika harish 5 3 3 4 4 4 Quality Quality Hemant sudesh 5 4 4 . Magazine. Quality Magazine. Famous the Newspape Personality product r 18 to 28 Quality Famous of the TV. Magazine. ortsperson product Magazine 18 to 28 Film Star Film Star Value for Newspape 40 or money r above 4 Anantha Shankar K R Rohit Gupta Ram Kumar Jhawar Nishant Gupta 4 4 5 5 4 4 4 5 4 Quality Value for TV. Famous Value for Newspape Personality money r 18 to 28 TV. Social Networking Sites. Personality product Magazine 18 to 28 Famous Value for TV. Price of Magazine. money Magazine 18 to 28 TV. Personality money Magazine 18 to 28 TV. Famous Value for Newspape Personality money r. Websites.

Quality TV. Newspape r 18 to 28 TV 18 to 28 Pankaj OJha 5 4 Quality Quality Quality Famous of the Personality product Quality of the product Nitin Kumar Binawara Binod 4 3 5 3 Quality Quality Quality Film Star Film Star Quality of the product TV. Social Networking Sites. Value for Newspape Film Star money r Quality of the TV. Radio 18 to 28 18 to 28 18 to 28 Jitendra Amit vartika 5 4 4 5 5 4 Quality Quality Quality Value for money TV Quality of the Film Star product TV TV. Magazine. Quality Websites. Famous Value for Newspape Personality money r 18 to 28 TV. Social Networking Sites. Magazine. Film Star product Magazine 18 to 28 Venki 4 5 18 to 28 18 to 28 Hiral vasundhar a 3 4 5 5 Quality TV. Websites. Newspape r. Radio 18 to 28 Anshul Saxena 3 4 Quality Quality Famous of the Personality product anuj solanki 4 4 . Magazine. Newspape r. Websites. Websites. Magazine. Magazine. Famous Value for Newspape Personality money r. Social Networking Sites. Radio 18 to 28 TV. Famous of the Newspape Personality product r TV. Magazine. Websites. Magazine.

Websites. Newspape r 18 to 28 TV. Cricketer/Sp Value for Newspape ortsperson money r 18 to 28 Magazine. Social Networking Sites. Famous Value for Newspape Personality money r 18 to 28 TV. Magazine. Magazine.Quality Quality Quality Quality TV. Famous Value for Newspape Personality money r 18 to 28 Price of Famous the Personality product TV 18 to 28 TV.06 4. Websites.3 dorsement 1 . Radio 18 to 28 TV. Social Networking Sites. Websites. Famous Value for Newspape Personality money r. Newspape r 18 to 28 TV. Social Networking Sites. Magazine. Magazine. Newspape r 18 to 28 TV. Newspape r. Radio 18 to 28 3 279 5 293 4. Magazine. Magazine. Websites. Websites. Websites. Newspape r 18 to 28 Subir 4 4 Hrishikesh Shete Daksh Shukla RAVI JAIN 4 3 5 5 4 4 Celebrity Celebrity Endorsem Famous endorse et Personality ment Quality Famous of the Personality product Ashutosh Tola 5 5 Quality ankush 5 5 Quality Quality Cricketer/Sp of the ortsperson product 4 5 Quality Famous Value for Personality money Deepak Joshi 3 4 Quality Film Star Value for money Pratik Bubna 5 4 Quality TV.

65 .#NAME? 0.

To what extent do To what extent do To what extent To what extent do To what extent do the fol2ing the fol2ing do the fol2ing the fol2ing the fol2ing variables variables variables variables variables influence a influence a influence a influence a influence a celebrity celebrity celebrity celebrity celebrity endorser's endorser's endorser's endorser's endorser's attractiveness in attractiveness in expertise in your expertise in your expertise in your your opinion? your opinion? opinion? opinion? opinion? [Sexy] [Attractive] [Skilled] [Qualified] [Knowledgeable] 2 1 4 3 3 4 4 4 3 4 4 4 3 4 5 4 2 5 5 3 5 3 5 4 2 3 5 2 2 5 1 3 4 5 5 3 5 5 5 5 5 5 4 4 4 4 4 5 5 3 4 4 4 5 3 .

4 3 5 5 4 5 4 5 5 4 5 5 4 5 5 3 4 3 4 3 4 4 5 3 4 4 3 3 4 4 4 3 4 4 4 3 3 4 4 4 4 3 3 4 3 4 3 5 5 5 4 5 .

5 5 5 3 4 5 4 4 4 3 5 4 4 2 5 4 4 3 5 4 4 4 5 4 4 4 4 4 4 4 4 5 5 5 4 5 5 2 2 2 2 5 4 5 3 4 4 4 4 4 4 3 3 5 4 3 4 4 5 3 .

4 4 4 4 4 3 3 4 4 5 3 4 5 4 3 3 5 4 3 3 5 4 3 5 4 4 5 4 5 3 3 3 4 5 3 4 5 4 4 4 4 5 3 1 2 4 4 2 3 4 3 3 4 3 3 2 3 5 3 4 4 4 4 5 5 .

5 4 3 4 4 3 3 5 3 4 3 3 3 4 3 5 4 3 5 5 4 5 4 4 4 5 3 4 4 4 4 4 4 4 4 5 4 4 4 4 4 4 4 5 4 4 4 4 4 4 3 5 4 4 4 .

11 4.79 4.97 4.4 4 5 5 5 3 3 3 4 3 5 3 5 5 5 5 4 5 5 4 5 5 5 5 5 5 5 4 4 3 4 5 5 5 5 4 4 5 5 5 5 5 5 5 3 257 4 275 5 271 5 267 5 271 3.03 3.03 .

9 .76 0.83 0.0.82 0.97 0.

To what extent do To what extent Overall. to what extent Overall. to what Overall. to what extent the fol2ing do the fol2ing do the fol2ing extent do the fol2ing do the fol2ing variables variables variables influence variables influence variables influence influence a influence a your perceived your PURCHASE your perceived celebrity celebrity BRAND ATTITUDE DECISION towards a BRAND ATTITUDE endorser's endorser's towards a celebrity celebrity endorsed towards a celebrity expertise in your expertise in endorsed brand? brand? endorsed brand? opinion? your opinion? [Attractiveness of the [Attractiveness of the [Trustworthiness of [Experienced] [Expert] celebrity] celebrity] the celebrity] 2 1 4 4 5 4 4 3 4 3 4 4 1 4 3 4 2 4 2 2 3 4 4 4 3 3 3 4 4 5 3 3 3 4 5 5 4 5 4 4 3 4 5 3 4 5 3 4 4 4 3 4 4 4 .

3 5 5 3 5 5 4 3 5 4 4 3 3 3 4 3 4 4 3 3 5 3 2 2 5 4 4 3 2 4 2 5 2 2 5 4 4 3 3 4 4 3 3 3 3 3 3 3 4 3 3 4 4 .

4 3 5 4 4 3 5 4 4 5 5 4 5 5 5 3 5 4 5 4 4 4 4 5 3 5 4 4 4 4 5 5 5 1 2 2 5 5 4 2 4 4 3 3 4 5 3 4 5 5 5 4 4 5 5 3 4 3 5 .

3 4 5 3 4 4 5 3 5 4 5 1 3 2 5 1 4 5 5 3 5 4 5 4 4 4 4 4 4 5 3 4 5 5 3 4 3 3 3 3 3 3 3 3 3 2 4 2 3 5 1 2 4 2 2 5 5 5 5 5 3 3 3 4 4 .

4 4 1 1 1 3 3 3 3 4 3 4 3 4 3 5 4 4 4 4 5 5 3 4 5 3 5 4 3 3 3 2 4 1 4 1 4 4 3 2 1 4 3 4 4 3 3 4 4 4 4 3 4 .

82 3.5 4 4 5 4 5 5 5 3 4 5 4 4 5 2 4 5 4 5 5 5 5 5 5 5 3 4 5 5 3 5 3 4 2 4 5 5 4 4 5 5 5 4 3 4 5 253 5 249 1 259 1 230 5 258 3.85 3.75 3.47 3.83 .

92 .0.03 #NAME? 0.99 1 1.

to what extent extent do the do the fol2ing do the fol2ing fol2ing variables variables influence variables influence influence your your PURCHASE your perceived PURCHASE DECISION towards a BRAND ATTITUDE DECISION towards celebrity endorsed towards a celebrity a celebrity brand? endorsed brand? endorsed brand? [Trustworthiness of [Expertise of the [Expertise of the the celebrity] celebrity] celebrity] 4 3 2 3 4 3 1 4 1 14 2 4 3 2 4 3 3 3 3 14 19 17 4 5 5 19 3 4 4 3 4 4 3 4 4 15 20 22 4 3 3 19 . to what extent Overall.Overall. to what Overall.

3 3 3 3 2 4 3 2 4 17 15 19 4 2 4 16 5 3 3 17 3 4 2 16 5 4 4 18 4 3 4 17 3 3 3 15 5 4 3 19 5 5 3 21 .

3 5 5 5 4 3 5 4 3 3 5 3 14 23 24 23 5 4 4 22 4 4 4 20 1 4 5 16 4 2 2 20 3 5 3 5 2 3 2 3 2 4 2 2 16 21 18 23 .

0 4 5 5 3 3 4 5 1 3 4 5 1 19 20 25 9 3 3 3 19 5 4 4 22 4 4 4 21 4 3 3 16 5 1 2 4 2 4 4 3 2 22 8 13 5 3 4 4 4 3 21 17 .

1 1 1 5 4 4 4 3 4 3 4 5 4 5 5 4 4 5 4 3 4 4 2 1 2 3 2 1 4 5 5 3 4 3 .

4 4 5 4 5 5 4 4 5 4 4 5 5 5 5 3 4 4 2 3 2 5 5 5 3 4 3 4 251 5 244 5 229 3.34 .69 3.57 3.

99 #NAME? .#NAME? 0.

To what extent do To what extent do To what extent do To what extent do the fol2ing the fol2ing the fol2ing the fol2ing variables variables variables variables influence a influence a influence a influence a celebrity celebrity celebrity celebrity endorser's endorser's endorser's endorser's trustworthiness in trustworthiness in trustworthiness in trustworthiness in your opinion? your opinion? your opinion? your opinion? [Honest] [Reliable] [Sincere] [Goodwill] 4 3 2 1 17 4 4 4 5 25 3 4 4 5 28 37 33 2 5 3 2 4 3 2 3 4 2 4 5 40 5 5 3 5 30 40 43 5 4 4 5 4 4 5 4 3 5 4 4 37 4 2 4 3 .

33 29 37 4 4 4 4 5 4 3 4 4 5 5 5 32 4 4 3 3 35 5 4 5 5 31 3 4 3 4 38 5 3 4 3 35 4 4 4 4 30 3 3 4 4 38 4 4 4 5 42 4 4 5 4 .

27 44 48 45 4 5 5 5 4 5 4 5 3 5 5 5 3 5 5 5 44 5 5 4 5 40 4 4 4 4 32 1 1 1 5 37 5 5 4 5 30 41 33 43 4 3 5 3 4 5 5 5 5 4 5 3 5 5 5 .

0 5 4 4 4 36 40 50 18 5 4 4 5 5 5 5 5 5 3 4 4 4 4 5 4 36 5 5 4 5 44 5 5 4 4 41 5 4 4 5 32 5 5 4 5 44 17 25 4 3 3 3 3 3 3 3 3 4 5 2 41 34 5 4 5 4 5 4 5 5 .

10 5 4 4 5 20 16 5 3 4 3 4 3 5 3 17 25 19 5 4 5 5 4 4 5 4 4 5 5 5 17 4 5 4 5 12 9 0 4 3 4 4 4 4 5 5 21 4 4 4 5 17 4 4 4 4 .

96 4.1 3.16 4.22 5 5 4 5 18 22 25 4 4 5 5 5 5 4 5 5 5 4 5 25 5 5 5 5 19 3 3 4 3 13 4 3 4 5 24 4 5 5 4 17 4 4 4 5 20 5 284 5 284 5 274 5 304 4.4 .

89 .0.88 0.84 0.82 0.

To what extent does the celebrity world interest you? Considerably Considerably Moderately Moderately Greatly Moderately Moderately Considerably Considerably Moderately Not at all Considerably Considerably Moderately Considerably Moderately Moderately Not at all Moderately Moderately Considerably Considerably Moderately Greatly Considerably Moderately Considerably Moderately Considerably Considerably Greatly Considerably Considerably Greatly Not at all Moderately Considerably Moderately Not at all Considerably Moderately Greatly Considerably Considerably Moderately Moderately Not at all Not at all Moderately Considerably Moderately Considerably To what extent does the celebrity Considerably Greatly Moderately Not At all .

Greatly Moderately Moderately Considerably Considerably Moderately Moderately Moderately Considerably Moderately Moderately Greatly Considerably Moderately Moderately Moderately Moderately Not at all .

To what extent does the celebrity world interest you? 25 7 31 7 .

.

36 1 1.63 0 1.81 3.47 0.58 70 70 0.69 0 69 3.99 Mean Variance Observations Pearson Correlation Hypothesized Mean Difference df t Stat P(T<=t) one-tail t Critical one-tail P(T<=t) two-tail t Critical two-tail t-Test: Paired Two Sample for Means BRAND ATTITUDE PURCHASE [Expertise of the DECISION [Expertise celebrity] of the celebrity] 3.02 1.05 1.01 1.99 Mean Variance Observations Pearson Correlation Hypothesized Mean Difference df t Stat P(T<=t) one-tail t Critical one-tail P(T<=t) two-tail t Critical two-tail .19 70 70 0.69 0 69 2.67 0 1.67 0.41 1.t-Test: Paired Two Sample for Means PURCHASE BRAND DECISION VISIBILITY[Attractive [Attractiveness of the ness of the celebrity] celebrity] 3.6 3.

86 1.99 Mean Variance Observations Pearson Correlation Hypothesized Mean Difference df t Stat P(T<=t) one-tail t Critical one-tail P(T<=t) two-tail t Critical two-tail t-Test: Paired Two Sample for Means BRAND ATTITUDE [OVERALL] Mean Variance Observations Pearson Correlation Hypothesized Mean Difference df t Stat P(T<=t) one-tail t Critical one-tail P(T<=t) two-tail t Critical two-tail 11.43 8.03 1.02 1.16 70 .66 0.67 0.89 3.t-Test: Paired Two Sample for Means PURCHASE BRAND ATTITUDE DECISION [Trustworthiness of the [Trustworthiness of celebrity] the celebrity] 3.39 70 70 0.67 0 1.68 0 69 2.99 PURCHASE DECISION [OVERALL] 10.55 0 1.7 0 69 3.2 0.3 4.97 70 0.

to what extent do the extent do the fol2ing variables fol2ing variables influence your influence your perceived BRAND PURCHASE ATTITUDE towards DECISION towards a celebrity a celebrity endorsed brand? endorsed brand? [Trustworthiness of [Trustworthiness of the celebrity] the celebrity] 5 4 4 3 4 1 3 2 4 4 4 3 4 4 3 3 4 4 4 4 4 4 3 3 3 3 4 3 3 4 5 5 4 3 5 5 4 4 3 3 3 5 4 5 3 3 5 5 4 5 5 5 5 5 4 4 1 1 4 4 3 3 4 5 3 3 5 5 4 2 4 4 5 5 5 5 3 3 4 3 5 5 3 4 3 4 4 5 2 1 . to what extent do the fol2ing variables influence your PURCHASE DECISION towards a celebrity endorsed brand? [Attractiveness of the celebrity] 4 3 1 4 4 3 3 3 4 5 3 4 4 3 3 2 2 2 3 3 4 4 5 5 5 5 4 4 5 5 4 4 5 5 2 3 2 5 1 4 4 5 3 5 1 Overall.Overall. to what extent do the fol2ing variables influence your perceived BRAND ATTITUDE towards a celebrity endorsed brand? [Attractiveness of the celebrity] 4 4 4 3 4 4 3 3 4 5 4 4 3 5 4 2 3 2 3 3 3 3 4 5 5 4 4 4 5 5 4 5 5 5 4 5 4 5 1 5 4 5 3 4 2 Overall. to what Overall.

81 2 3 3 1 4 3 4 5 3 2 2 1 2 3 3 5 2 4 5 5 5 2 4 3 1 17 18 18 11 6 70 3.89 2 5 3 1 4 4 4 5 4 3 2 1 3 4 3 4 4 5 5 5 3 2 5 3 4 20 21 19 5 5 70 3.41 5 4 3 2 1 2 4 4 1 4 3 5 5 4 4 4 3 5 4 4 4 4 5 5 5 3 4 5 4 5 18 32 16 2 2 70 3.66 .3 5 3 1 4 3 5 5 3 3 4 3 4 3 4 4 4 4 5 5 5 4 4 4 1 19 28 17 3 3 70 3.

to what extent do the fol2ing variables influence your perceived BRAND ATTITUDE towards a celebrity endorsed brand? [Expertise of the celebrity] 3 4 4 2 4 3 5 3 4 4 3 3 2 4 2 3 4 4 3 3 4 5 4 3 5 4 4 4 4 2 2 3 2 3 3 3 4 5 1 3 4 4 3 4 2 Overall. to what extent do the fol2ing variables influence your PURCHASE DECISION towards a celebrity endorsed brand? [Expertise of the celebrity] 2 3 1 3 3 3 5 3 4 4 3 3 2 4 4 3 2 4 4 3 3 3 3 3 5 3 4 4 5 2 2 4 2 2 3 3 4 5 1 3 4 4 3 4 3 PURCHAS BRAND E ATTITUDE DECISION [OVERALL] [OVERALL] 12 12 12 8 12 11 12 9 12 13 11 10 8 13 9 10 11 11 10 9 10 12 11 13 14 13 13 12 10 11 9 12 10 13 11 12 13 15 5 12 13 12 9 12 6 10 9 3 9 11 9 12 9 12 13 10 10 9 10 11 10 7 11 11 9 12 12 11 13 15 13 13 12 11 11 9 13 10 12 7 10 11 15 5 10 13 13 10 14 5 .Overall.

4 4 4 1 4 3 5 5 4 4 2 3 5 5 4 4 4 4 5 5 4 3 5 4 5 12 30 18 8 2 70 3.36 9 13 11 3 12 9 15 15 11 11 10 9 14 12 12 12 12 13 15 15 12 11 14 12 11 6 12 9 3 12 10 12 15 11 9 6 3 8 12 9 14 10 13 15 15 12 6 14 9 10 .6 2 4 3 1 4 3 4 5 4 4 2 1 3 5 3 5 4 4 5 5 4 2 5 3 5 11 21 24 10 4 70 3.

CHI SQUARE INTRESTED CELEBRITY EXTREMELY MODERATELYLITTLE 0 0 0 NOT AT ALL 0 0 Expected EXTREMELY MODERATELYLITTLE NOT AT ALL INTRESTED 7.51 NOT INTRESTED 4.94 4.33 10.67 6.49 12 9 17 11 Err:502 dof 1 3 29 20 .1 5.06 6.9 3.

reject the null hypothesis: differences in your data are not due to chance alone .41 10.66 Little or Not 3.CHI SQUARE Effect on Purchasing Behavior Intrest in celebritiesExtremely Moderately Little Not at all Greatly 4 8 17 2 Little or Not 2 3 17 17 6 11 34 19 Intrest in celebritiesExtremely Moderately Greatly 2.06 18.59 19 31 39 31 39 CHI-TEST VALUE DOF CHI-CRITICAL 0 3 1 If your chi-square value is equal to or greater than the table value.87 6.34 6 Little 4.94 34 Not at all 8.13 11 15.

reject the null .e.

29 14 49.TO WHAT EXTENT "BEAUTY" OF A CELEBRITY EFFECT THE BRAND ENDORSED BY HIM/HER FO VERY HIGH HIGH AVERAGE LOW VERY LOW FE 22 31 15 2 0 70 14 14 14 14 14 FO-FE SQU 64 289 1 144 196 4.57 20.ANY DIFF BW TWO SETS OF FREQ CAN BE ATTRIBUTED TO CHANCE .49 H0 .07 10.57 20.64 0.57 df = 4 CHI CRTICAL 9.29 14 49.07 10.49 H0 .57 df = 4 CHI CRTICAL 9.64 0.ANY DIFF BW TWO SETS OF FREQ CAN BE ATTRIBUTED TO CHANCE TO WHAT EXTENT "BEAUTY" OF A CELEBRITY EFFECT THE BRAND ENDORSED BY HIM/HER FO VERY HIGH HIGH AVERAGE LOW VERY LOW FE 22 31 15 2 0 70 14 14 14 14 14 FO-FE SQU 64 289 1 144 196 4.

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