Celebrity Endorsement
Consumers‟ Attitude towards Celebrity Endorsement
Dear respondents,
I Pratik C Patel undertaking a study on ―Consumer Attitude towards Celebrity Endorsement‖ as my Ph.D work. I would be grateful if
you could fill up the questionnaire. The views conveyed by you will be used for my academic purpose only.
Part I
1. From where you came to know about Celebrity Endorsement (Multiple selection is allowed)
Television ( ) Radio ( ) Newspaper ( ) Magazine ( ) Movie (Product Placement) ( ) Friends ( )Website ( ) Social Network ( )
Other ( ) Specify ________________________________________
For the sentence given below give your opinion on the scale of 1 to 5; Where, 5=strongly Agree, 4= Agree, 3=Neutral,
2=Disagree, 1=Strongly Disagree
2. a. Generally I stick to a brand I usually buy than trying something I am not very sure of.
5 4 3 2 1
b. I prefer to purchase a well established brand then a total new product.
5 4 3 2 1
c. I prefer ad that stress product feature and personal benefit.
5 4 3 2 1
d. I avoid using product which everyone is using rather I always look for something new.
5 4 3 2 1
e. I keep on switching brands to experience new, different and better alternative.
5 4 3 2 1
f. I focus more on product information then model/celebrity used in ad
5 4 3 2 1
g. I admire people who own expensive homes, cars, clothes.
5 4 3 2 1
3. Celebrity Advertising is amusing and entertaining
5 4 3 2 1
4. Sometimes I take pleasure in thinking about what I saw or heard in Celebrity advertisements
5 4 3 2 1
5. Celebrity advertising contains a lot of excitement and surprises
5 4 3 2 1
6. Celebrity advertising is wasteful of economic resources
5 4 3 2 1
7. Celebrity advertising helps raise our standard of living.
5 4 3 2 1
8. Celebrity advertising tells me which brands have the features I am looking for
5 4 3 2 1
9. Celebrity advertisements tell me what people with lifestyles similar to mine are buying and using
5 4 3 2 1
10. Celebrity advertising helps me know which products will or will not reflect the sort of person I am
5 4 3 2 1
11. Celebrity advertising promotes undesirable values in our society
5 4 3 2 1
12. Most of the Celebrity advertising distorts the values of our youth
5 4 3 2 1
13. Some products/services promoted by Celebrity are bad for our society like cigarette, liquor etc
5 4 3 2 1
14. Because of Celebrity advertising, people buy a lot of things that they do not really need.
5 4 3 2 1
15. Celebrity advertising tends to make people live in a world of fantasy
5 4 3 2 1
16. Celebrity advertising is making us a materialistic society--overly interested in buying and owning things
5 4 3 2 1
17. Celebrity advertising makes people buy unaffordable products just to show off
5 4 3 2 1
1
Celebrity Endorsement
18. From Celebrity advertising, I learn about latest fashions/trend in market
5 4 3
19. People wear branded goods because of Celebrity advertising
5 4 3
20. I refer to Celebrity advertising because it helps me to enjoy the best deal out if the competing products
5 4 3
advertised
21. Celebrity advertising is misleading and does not give true picture about the product
5 4 3
22. Brand with celebrity endorser are more effective in delivering the message
5 4 3
23. Compare to other endorser I believe more what Celebrity says because they are more reliable.
5 4 3
24. When the products from two brands are similar, I prefer to buy one with celebrity endorsed brand.
5 4 3
25. I get bored when I see the same celebrity promoting more than one brand.
5 4 3
26. Price Comparison and information search becomes less necessary when a celebrity is endorsing the product
5 4 3
27. Brand having celebrity endorsing it comes to my mind before other brand while shopping
5 4 3
28. I continue buying a brand even if a celebrity endorsing it involves in a scandal
5 4 3
29. Celebrity Properties are transferred to the properties of the endorsed product/brand
5 4 3
30. Celebrity endorsement can be considered as an effective marketing device to transfer cultural meanings to
5 4 3
products.
31. The target audiences‘ positive feelings towards a chosen celebrity will transfer to the endorsed brand.
5 4 3
Part II
For the following Advertisements appearing celebrity give your opinion by tick marking (√) at appropriate place on the five
semantic differential scale.
1. Amitabh Bachchan in Pulse Polio‟s advertisement
Dependable
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 Undependable
Honest
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 Dishonest
Reliable
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 Unreliable
Sincere
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 Insincere
Trustworthy
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 Untrustworthy
Expert
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 Not an Expert
Experienced
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 Inexperienced
Knowledgeable
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 Unknowledgeable
Qualified
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 Unqualified
Skilled
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 Unskilled
3. Ranbir Kapoor in Tata Docomo‟s advertisement
Dependable
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 Undependable
Honest
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 Dishonest
2 1
2 1
2 1
2
2
2
2
2
2
2
2
2
2
1
1
1
1
1
1
1
1
1
1
2 1
point
2. Amitabh Bachchan in Raid & Taylor‟s advertisement
Dependable
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 Undependable
Honest
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 Dishonest
Reliable
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 Unreliable
Sincere
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 Insincere
Trustworthy
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 Untrustworthy
Expert
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 Not an Expert
Experienced
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 Inexperienced
Knowledgeable
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 Unknowledgeable
Qualified
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 Unqualified
Skilled
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 Unskilled
4. Ranbir Kapoor in Nissan Micra‟s advertisement
Dependable
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 Undependable
Honest
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 Dishonest
2
Celebrity Endorsement
Reliable
Sincere
Trustworthy
Expert
Experienced
Knowledgeable
Qualified
Skilled
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Unreliable
Insincere
Untrustworthy
Not an Expert
Inexperienced
Unknowledgeable
Unqualified
Unskilled
Reliable
Sincere
Trustworthy
Expert
Experienced
Knowledgeable
Qualified
Skilled
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Unreliable
Insincere
Untrustworthy
Not an Expert
Inexperienced
Unknowledgeable
Unqualified
Unskilled
5. Ajay Devgan in Bagpiper Soda‟s advertisement
Dependable
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 Undependable
Honest
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 Dishonest
Reliable
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 Unreliable
Sincere
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
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 Insincere
Trustworthy
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 Untrustworthy
Expert
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 Not an Expert
Experienced
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 Inexperienced
Knowledgeable
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 Unknowledgeable
Qualified
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 Unqualified
Skilled
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 Unskilled
6. Sachin Tendulkar in Toshiba‟s advertisement
Dependable
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 Undependable
Honest
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 Dishonest
Reliable
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 Unreliable
Sincere
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 Insincere
Trustworthy
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 Untrustworthy
Expert
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 Not an Expert
Experienced
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 Inexperienced
Knowledgeable
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 Unknowledgeable
Qualified
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 Unqualified
Skilled
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 Unskilled
7. Mahendra Singh Dhoni in Reebok Shoes‟ advertisement
Dependable
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 Undependable
Honest
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 Dishonest
Reliable
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 Unreliable
Sincere
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 Insincere
Trustworthy
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 Untrustworthy
Expert
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 Not an Expert
Experienced
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 Inexperienced
Knowledgeable
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 Unknowledgeable
Qualified
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 Unqualified
Skilled
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 Unskilled
9. Mahendra Singh Dhoni in McDowell‟s No 1 Platinum
8. Mahendra Singh Dhoni in Save Tiger Campaign
Dependable
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 Undependable
Honest
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 Dishonest
Reliable
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 Unreliable
Sincere
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 Insincere
Trustworthy
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 Untrustworthy
Expert
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 Not an Expert
Experienced
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 Inexperienced
Knowledgeable
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 Unknowledgeable
Qualified
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 Unqualified
Skilled
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 Unskilled
10. Mahendra Singh Dhoni in Pepsi Cola‟s advertisement
3
Celebrity Endorsement
Soda‟s advertisement
Dependable
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Honest
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Reliable
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
Sincere
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Trustworthy
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Expert
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Experienced
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Knowledgeable
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Qualified
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Skilled
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Undependable
Dishonest
Unreliable
Insincere
Untrustworthy
Not an Expert
Inexperienced
Unknowledgeable
Unqualified
Unskilled
Dependable
Honest
Reliable
Sincere
Trustworthy
Expert
Experienced
Knowledgeable
Qualified
Skilled
Please rate the following Celebrity - Brand combination on the given scale.
Excellent
1. Amitabh Bachchan for Pulse Polio Campaign
2.
Amitabh Bachchan for Raid & Taylor
3.
Ranbir Kapoor for Nissan Micra
4.
Ranbir Kapoor for Tata Docomo
5.
Ajay Devgan for Bagpiper Soda
6.
M S Dhoni in McDowell‘s No 1 Platinum Soda‘s
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Good
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Average
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Undependable
Dishonest
Unreliable
Insincere
Untrustworthy
Not an Expert
Inexperienced
Unknowledgeable
Unqualified
Unskilled
Poor
Very Poor
advertisement
7.
M S Dhoni in Save Tiger Campaign
8.
M S Dhoni for Pepsi Cola
9.
M S Dhoni for Reebok Shoes
10. Sachin Tendulkar for Toshiba
1.
Gender
Part III (Personal Information: It is just for research purpose only so please give honest answer)
Male ( )
Female ( )
4
Celebrity Endorsement
2.
Age (Years)
16 – 20 ( )
3.
Education
___________________________
4.
Total Family Income Less than 150000 ( ) 150000 to 500000 ( ) 500000 to 1000000 More than 1000000 ( )
(Annual)
Occupation
Job (Specify______________________) Professional (Specify______________________)
5.
Father
21 – 25 ( )
26 – 30 ( )
Above 30 ( )
Self Employed (Specify_____________________) Other
(Specify_____________________)
Job (Specify______________________) Professional (Specify______________________)
Mother Self Employed (Specify_____________________) Other
(Specify_____________________)
Job (Specify______________________) Professional (Specify______________________)
Sibling Self Employed (Specify_____________________) Other
(Specify_____________________)
5