Research

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Research Methodology Project |

Matching Consumer Perception of Brand Personality to Brand Endorsee Personality |

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Acknowledgements

This is to render our gratitude to all those who have been directly and indirectly involved in this research project.

We would like to take this opportunity to thank Prof. J. K. Iyer for giving us the opportunity to work on this assignment. Through this assignment we have tried to explore the insightful realm of research methodology and the application of scientific thinking tools and problem solving techniques to the project taken up by us. We also thank all the respondents who have patiently filled our survey questionnaire.

We, once again thank Prof. J.K. Iyer for having entrusted us with this activity, a step towards experiential learning to say the least. Thank you Sir.

Report By

1. Abhinav Johnson (F09001)

2. Ashwin Cashmiraj (F09006)

3. Melwyn Joseph (F09036)

4. Mufasir Yousuf (F09040)

5. Nancy Sachdeva (F09041)

6. Nikita Shyam (F09042)

7. Resa Nicholas (F09052)

8. Tess Alexander (F09028)

9. Thaddeus Menezes (F09037)

Contents

Acknowledgements 2

Report By 3

Executive Summary 6

Introduction 8

Brand 8

Brand Celebrity 9

Problem Definition 10

Background to the problem 10

Statement to the problem 10

Approach to the problem 10

Descriptive Research Design 11

Information needs 12

Data collection from secondary sources 12

Overview of Related Perception Literature 12

Overview of consumer purchase intention scale literature 13

Scale description 13

Scale Origin 13

Reliability 13

Validity 13

Data Collection from Primary Sources 14

Scales 14

Nominal 15

Statistics 15

Ordinal 15

Statistics 16

Interval 16

Statistics 16

Ratio 16

Statistics 17

Scaling 17

Purposes of Scaling 17

QUESTIONNAIRE DEVELOPMENT AND PRE TESTING 18

Respondent Comprehension, Burden, and Interest 18

Coding and...