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Asian Journal of Management
Year : 2015, Volume : 6, Issue : 1
First page : ( 44) Last page : ( 52)
Print ISSN : 0976-495X. Online ISSN : 2321-5763.
Article DOI : 10.5958/2321-5763.2015.00008.6

Impact of “Q” score of Indian Cricketers on Brand Recall and Brand Preference of male and female respondents of Kolkata

Patra Supriyo*

Assistant Professor in Management (Marketing), Department of Business Administration, ST. Xavier's College (Autonomous), 30, Mother Teresa Sarani, Kolkata-700016

*Corresponding Author E-mail: Supriyo_patra@rediffmail.com

Online published on 25 May, 2015.

Abstract

India is unique in terms of the cultural diversity exhibited and it becomes very challenging for advertisers and their advertising agencies to establish their brand in the market and connect with their target audience.

Marketers are hiring Indian Cricketers for promoting their brands in various mass media because the Indian Cricketers are enjoying huge fan following and the spot light of the media are on them.

The main objectives of this study are to first determine the “Q’ score of the Indian Cricketers among male and female respondents of Kolkata. Thereafter highlight the impact of “Q” score of the Indian Cricketers on Brand Recall and Brand Preference of male and female respondents of Kolkata.

I have conducted Primary research with a cross sectional research design by applying survey method among a randomly selected sample of 400 respondents in Kolkata. Data was collected with a structured questionnaire. Multiple Regressions was conducted to analyze the data.

The major findings of the study highlight that Sachin Tendulkar is having the highest “Q” score followed by Saurav Ganguly and MS Dhoni among both male and female respondents surveyed in this study.

The “Q” score of the Indian Cricketers has got no role in generating Brand Recall and Brand Preference among male respondents. In case of female respondents once again “Q” score has got no role in generating Brand Recall but interestingly “Q” score has got a role in generating Brand Preference.

The study is expected to make a modest contribution to the existing body of knowledge in the theoretical domain in the area of Celebrity Brand endorsement and also provide valuable practical insight to advertisers.

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Keywords

Cricket, “Q” Score, Brand Recall, Brand Preference, Kolkata.

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