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Methodology

Primary survey was conducted to list down the brand against the above-mentioned ten celebrities. The most frequent reply was recorded. The brands were then subjected to archetype scoring, and area correlation was calculated. From secondary data, other endorsee, if existing, were recorded and the process was repeated. For this other endorsee, the least frequent or non-existing celebrity was selected from the list of CEI calculation celebrities.

Results

Celebrity Effectiveness Index (CEI)

The ten celebrities and the survey results are as follows: -

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* Contributed by -
Mala Tandon,
Branch Sales Manager, ICICI Bank,
Sudeep Mehrotra,
IIM Lucknow.