RELATIONSHIP BETWEEN GENDERS OF BOLLYWOOD CELEBRITIES &THEIR BRAND RECALL AMONG MALE CONSUMERS OF KO

Author Name : Dr. Supriyo Patra
Volume : I, Issue :VIII,April - 2016
Published on : 2016-04-19 , By : IRJI Publication

Abstract :

Brand building is an exciting spectacle and companies are leaving no stone unturned to create a long-lasting impression in the head and heart of their target audience. Brands are trying to highlight their Unique Value Proposition in order to differentiate themselves from their competitors. The purpose of this study is primarily to determine the popularity of the selected Bollywood Celebrities by applying “Q” score technique. Secondly, to determine whether any significant differences exist between male and female Bollywood Celebrities in their Brand recall generation ability among male respondents of Kolkata. Cross sectional research design was applied and primary data was collected from a randomly selected sample of 204 male respondents. The finding shows that Amir Khan is having the highest “Q” Score of 59.80 followed by Amitabh Bachchan with a “Q” score of 54.90 and Shah Rukh Khan with a “Q” score of 41.17.