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QUESTIONNAIRE On Celebrity Endorsement

This document contains a questionnaire to understand the impact of celebrity endorsements. It is divided into multiple parts. Part A collects demographic information about respondents. Part B contains statements about celebrity endorsements for respondents to agree or disagree with. Part C asks respondents to rate how trustworthiness, attractiveness, and expertise influence a celebrity endorser. Part D asks respondents to rate how these qualities influence brand attitude and purchase intention toward celebrity-endorsed brands.

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Yogesh Anaghan
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12K views4 pages

QUESTIONNAIRE On Celebrity Endorsement

This document contains a questionnaire to understand the impact of celebrity endorsements. It is divided into multiple parts. Part A collects demographic information about respondents. Part B contains statements about celebrity endorsements for respondents to agree or disagree with. Part C asks respondents to rate how trustworthiness, attractiveness, and expertise influence a celebrity endorser. Part D asks respondents to rate how these qualities influence brand attitude and purchase intention toward celebrity-endorsed brands.

Uploaded by

Yogesh Anaghan
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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QUESTIONNAIRE

PART A
1) Name:_______________________________________________________________ 2) Sex: Male Female 3) Age: 20-25 Years 4) Education: Higher secondary 5) Occupation Student 25-30 years 30-35 years

Pre-university Business person

Graduation

Post-graduation

Working Professional

PART - B

1 2 3 4 5 6 7 8 9 10 11 12

Celebrity in an advertisement encourages to buy the product Celebrities make difference to the image of the brand Celebrities use the product they endorse People purchase celebrity endorsed brands to improve social status Celebrity has the power to change my perceptions Celebrity conveys all the true features of a product Celebrity holds the viewers attention Purchase product because it is endorsed by my favourite celebrity Scandals attached with celebrities destroy the brands image Celebrities help me more to remember a brand/Product Does your Favourite celebrity give a positive image to the endorsed brand? I believe celebrity endorsement can build trust in the brand

Strongly disagree Strongly disagree Strongly disagree Strongly disagree Strongly disagree Strongly disagree Strongly disagree Strongly disagree Strongly disagree Strongly disagree Strongly disagree Strongly disagree

disagree Neutral Agree Strongly agree disagree Neutral Agree Strongly agree disagree Neutral Agree Strongly agree disagree Neutral Agree Strongly agree disagree Neutral Agree Strongly agree disagree Neutral Agree Strongly agree disagree Neutral Agree Strongly agree disagree Neutral Agree Strongly agree disagree Neutral Agree Strongly agree disagree Neutral Agree Strongly agree disagree Neutral Agree Strongly agree disagree Neutral Agree Strongly agree

PART - C

Opinion about celebrity endorser

To what extent do the following variables influence a celebrity endorser's trustworthiness in your opinion?
13 14 15 16 17 18 Dependable Honest Reliable Sincere Trustworthy
Null Null Null Null Null Low Low Low Low Low Average Average Average Average Average High High High High High Very high Very high Very high Very high Very high

To what extent do the following variables influence a celebrity endorser's attractiveness in your opinion?
19 20 21 22 23 Beautiful Classy Elegant Sexy Attractive
Null Null Null Null Null Low Low Low Low Low Average Average Average Average Average High High High High High Very high Very high Very high Very high Very high

To what extent do the following variables influence a celebrity endorsers expertise in your opinion?

24 25 26 27 28

Skilled Qualified Knowledgeable Experienced Expert

Null Null Null Null Null

Low Low Low Low Low

Average Average Average Average Average

High High High High High

Very high Very high Very high Very high Very high

PART - D
Impact of celebrity endorsement

Overall, to what extent do the following variables influence your perceived brand attitude towards a celebrity endorsed brand?
29 30 31 Attractiveness of the celebrity Trustworthiness of the celebrity Expertise of the celebrity
Null Null Null Low Low Low Average Average Average High High High Very high Very high Very high

Overall, to what extent do the following variables influence your purchase intention towards a celebrity endorsed brand?

32 33 34

Attractiveness of the celebrity Trustworthiness of the celebrity Expertise of the celebrity

Null Null Null

Low Low Low

Average Average Average

High High High

Very high Very high Very high

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