Table of Contents

Pg No.
1 Literature review
1.
Introduction...................................................................................................... 1
1
1.
Celebrity endorsement strategy....................................................................... 2
2
1.
Company.......................................................................................................... 2
3
1.3.1 Choose and use celebrities as endorsers.............................................. 3
1.
Celebrity........................................................................................................... 4
4
1.4.1 Source credibility................................................................................. 5
1.4.2 Source attractiveness............................................................................ 6
1.4.3 Source Power........................................................................................ 7
1. Brand................................................................................................................
8
5 .
1.5.1 Brand equity......................................................................................... 8
1.5.2 Meaning transfer................................................................................... 8
1.5.3 Multiple brand endorsement................................................................ 9
1.
Consumer.......................................................................................................... 10
6
1.6.1 Consumer behaviour and negative publicity........................................ 11
1.
Chapter summary.............................................................................................. 12
7
1.7.1 Hypotheses............................................................................................ 14

2 Methodology.......................................................................................... 15
2.
Introduction...................................................................................................... 15
1
2.
Sampling........................................................................................................... 16
2
2.
Conjoint Analysis............................................................................................. 17
3
2.3.1 Attributes and attribute level................................................................. 18
2.3.2 Different approaches of conjoint analysis............................................ 19
Experimental
2.3.3 20
design..............................................................................
2.3.4 Pilot study............................................................................................. 21
2.3.5 Data Collection..................................................................................... 22
 Appendices
Appendix 1...................................................................................................................... 23
Appendix 2...................................................................................................................... 24

References........................................................................... 44