final rm pdf

1

A

PROJECT REPORT

ON

IS CEO AS AN INTEGRAL PART OF BRAND IMAGE??

SUBMITTED TO

Prof. PRACHI GUPTA

INSTITUTE FOR TECHNOLOGY AND MANAGEMENT

KHARGHAR

(2011-2013)

SUBMITTED BY-

GAURAV DHINGRA 01

SOMYA PATNAIK 31

GIRIJA DAS 34

KALYANI DANDWATE 36

PRIYANKA SHARMA 40

RITU KHARE 41

SUBHAJIT 258

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EXECUTIVE SUMMARY

The project report topic is “IS CEO AS AN INTEGRAL PART OF BRAND IMAGE”. We defined the

Management Problem and Research problem for the same i.e. CEO is an integral part of brand

image either right or wrong? and What are the Factors affecting the brand image? Is CEO one

of the factors that affect the brand image? For this we made a research design and complete

methodology i.e. Descriptive and Exploratory, Qualitative and quantitative. We also mentioned

the Literature review. Then we did a DATA ANALYSIS of different aspect like sector wise

analysis, personality trait and company’s attributes and applied some tests like spearman’s rank

correlation and chi-square test According to the chi-square test, there is an association

between personalities of the CEO i.e. Narayan Murthy and attributes of the Infosys because

respondents associated simplicity as Narayan Murthy’s prime attribute. According to the

Spearman’s Rank correlation test, There is no association between personality of the CEO i.e

Narayan Murthy and attributes of the Infosys because respondents associated simplicity as

Narayan Murty’s prime attribute. But, they did not associate the same attribute with Infosys.

But, Respondents’ associated “business ethics”,” focus”, “leadership” values with Infosys. And

finally the findings like IT sector CEO’s is the least important factor .After sales services has

been voted as the major constituent of IT sector branding with 33% of votes ,Airline industry

being a core service industry only 6% of the population voted for CEO while 12% focuses on

service quality are mentioned later part of the report and limitations like CONVENIENCE

SAMPLING- some sections remain uncovered(only faculty & students),Generalized topic-

difficult to track in some sectors like FMCG are also mentioned in the later part. Therefore from

the above input and information we completed our project.

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ACKNOWLEDGEMENT

“Anytime you deny the acknowledgement of God you are undermining the entire

basis for which our soul exists”

We have taken efforts in this project. However, it would not have been possible without the kind support and help of many individuals and organizations. We would like to extend our sincere thanks to all of them. We are highly indebted to Professor Prachi Gupta and Neena Nanda for their guidance and constant supervision as well as for providing necessary information regarding the project & also for their support in completing the project. We would like to express our gratitude towards members of our Group No. 3 for their kind co-operation and encouragement which help us in completion of this project. My thanks and appreciations also go to my colleague in developing the project and people who have willingly helped me out with their abilities.

GROUP NO. 3

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CONTENT

Sr. No. PARTICULAR PAGE NO.

1 RESEARCH PROBLEM 5 2 OBJECTIVES 5 3 METHODOLOGY 6 4 LITERATURE REVIEW 8 5 DATA ANALYSIS 11 6 FINDINGS 33 7 LIMITATION 34 8 BIBLIOGRAPHY 35

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RESEARCH PROBLEM

“Defining a research problem is the fuel that drives the scientific process,

and is the foundation of any research method and experimental design,

from true experiment to case study”

MANAGEMENT PROBLEM:

CEO is an integral part of brand image. Right or wrong?

RESEARCH PROBLEM:

1. What are the Factors affecting the brand image? Is CEO one of the factors that affect the brand

image?

OBJECTIVES

1. To study the various factors that affect the brand image and determine if CEO is one of them or not? And also to what extent?

2. To determine the sector wise influence of the CEO.

6

METHODOLOGY

RESEARCH DESIGN

Initially we will move on with the exploratory research as we have to find out the factors that affect the image of a brand. So we gathered the qualitative data from literature reviews and newspapers. The abstract of the same has been appended with this. We gathered the factors that affect the brand image with help of a pilot survey Following factors were under consideration.

1. Promotion& Advertising 2. Quality 3. Price 4. Availability-Distribution 5. Packaging 6. CEO 7. After sales Service 8. Customer Services 9. Brand Ambassador 10. Positioning of the brand 11. Celebrity association. 12. Product line 13. Tenure of the brand 14. Dominance of a brand in a category 15. Crisis management

We asked the marketing heads as a part of expert opinion survey to rank the above factors as per their importance. They ranked these factors in each sector and we came out with certain factors that the experts think are most important Following were the factors:

Promotion & Advertising

Quality

Pricing

Packaging

CEO

After sales service

Value added services

7

Number of branches

Tenure of brand

Supply chain

Customer service Following sectors were considered for the survey:

IT

FMCG

Banking

Airlines

Telecom sector

Electronics Taking the expert opinion under consideration we surveyed these factors for each sector. A convenient sample size of 40 MBA students was taken and a survey was conducted. The results of the survey revealed that not all the consider CEO as an important part of brand image. But there were an average number of responses that considered it to be important. Later on we moved on with our objective of finding the influence of CEO’s image and the brand image. For this another survey was conducted. For this survey, the same sample was asked to come out with certain personality traits of CEO and certain attributes of the company. Under this survey we asked the respondents to define the personality of some CEOs like Richard Branson, Narayan Murty, Ratan Tata, Vijay Mallya, Chanda Kochhar, Indira Nooyi and Steve Jobs. Further we asked them to define the attributes of companies llike Virgin Group, Infosys,TATA Group, Kingfisher , ICICI, PepsiCo. and Apple. The objective was to find out if there is any synchronization of the CEO’s image and brand image. And the results revealed that CEO’s image affect the brand image directly.

8

LITERATURE REVIEW

Sr.no NAME OF THE PAPER AUTHOR YEAR METHOD SAMPLE SIZE

AREA

1 The Brandgym, What makes a brilliant Brand Leader?

David Taylor

2010 Qualitative 100 marketing peoples

Europe,Africa, Asia ,USA and latin America

2 Modelling the influence of

brand trust on the relationship between consumer,CEO & Corporate reputation

John Power and Susan whelan

2005 Qualitative More than 50 knowned research papers

Ireland

3 Which CEO characteristics and abilities matter?,

National bureau of economic research

2008 Quantitative Assessment of 316 CEO candidates

Most part of U.S

4 Discover your CEO

Suzanne bates

2011 Qualitative 10 top CEOs from top companies

Europe, USA

5 CEO Overconfidence and

Management Forecasting

Paul hribar & holly yang

2011 Quantitative 640 firms

and 974

CEOs

Europe, USA

6 Corporate

Communications: An

International Journal,

Volume 10

-

2005 Qualitative More than

100 samples U.S, Newyork

7 Top 25 Brand Leaders

Fannin, Rebecca

2004 Quantitative 450 corporate and marketing executives

Worldwide survey

8 Can CEO Brand make Companies Fly, March 2012

Kamya Jaiswal, The Economic Times

2012 Qualitative N.A India and USA

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RESEARCH PAPER-1

Objective of the paper was to study the importance of marketing directors vs CEOs and the Findings for the

same is that research confirms that as expected Marketing/Brand Directors have the critical role in leading brand and

business growth, with 64% rating their role as being extremely important.The research also highlights the crucial role played

by the CEO/MD in brand leadership, with over half the panel saying their role was extremely important.

RESEARCH PAPER-2

Objective of the paper was to study the corporate image in every dimension of the brand which will externally

perceived by the consumer and the Findings for the same is that Brand management as a holistic approach to

managing all external images of the organisation (corporate, product & CEO) is of significant interest to both

practitioners and academics alike.It is therefore the aggregate of product brand image, corporate brand

image, and CEO image.

RESEARCH PAPER-3

Objective of the paper was to study the characteristics and abilities of CEO candidates for companies and

Findings for the same is that CEO ratings are strongly positively correlated across characteristics and abilities,

The CEO talents and skills appear to matter in that they are consistently correlated with hiring, investment, and

performance and the limitation was The performance data are coarse and potentially noisy.

RESEARCH PAPER-4

Objective of the paper was to study the effect of CEOs on heir Brands and Findings for the same is that leverage

your unique, personal brand to drive value into your company.CEO’s reputation can account for up to 50% of a company’s

reputation,CEO brand provides an image to the public that describes the CEO as a person and what they stand for, including

their values, abilities and actions. It often evokes an emotional response from the consumer, and offers a human face to the

corporate brand. This in turn allows the public to identify with the company more closely or even build a relationship with

the brand. In other words, it is a personification of the corporate brand.

RESEARCH PAPER-5

Objective of the paper was to study Overconfidence affects the properties of management forecasts and

Findings for the same is that overconfident CEOs are more likely to miss their own forecasts, controlling

for other predictors of ex-post forecast accuracy such as forecast horizon, discretionary accruals, merger

and acquisition activity, and firm performance.overconfidence is associated with forecast form, with

overconfident CEOs issuing more point forecasts and narrower range forecasts.

10

RESEARCH PAPER-6

Objective of the paper was to study the Ethical branding and corporate reputation and findings was that

Branding, as part of business, is no exception, It is very important for a businessman is to maximize

returns to shareholders, A brand is itself neither good nor bad. But the value a brand represents and

branding decisions and practice, as a subset of marketing, can be ethical or unethical.

RESEARCH PAPER-7

Objective of the paper was to study the influence of CEO’s image on the brand image, To study the CEO

involvement in branding and findings was that CEOs were judged on the Following criteria:-

1. Customer experience

2. Brand investment

3. Brand value

Top 3 brands:

1. Dell – Michel Dell, Kevin Rollins

2. Starbucks – Orin Smith

3. Apple Computer – Steve Jobs

RESEARCH PAPER-8

Objective of the newspaper cover story was to know Is Kingfisher better off than the Vijay Mallya and the

Findings for the same was:

The Halo's Shadow effect: The CEO's characteristic trait build the image of the brand. It embodies CEO's personal

value on the brand E.g.: Steve Jobs

1) The Halo effect is not necessarily transitive: The Tata Group has retained its brand equity and same business Ethics. 2) How much is too much: every business genre needs to define its need of its CEO to embody its brand.

Should be done when: the CEO represents two core values of the brand, should match the person's core trait. E.g. Narayana Murthy and Honesty/Simplicity

Essential for conglomerates and for companies who need to become personal. E.g.: Technology and B2B sectors.

Every iconic brand has a story about its CEO and his experience.

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DATA ANALYSIS

SECTOR WISE ANALYSIS

IT SECTOR

As visible in the above bar graph, 13 people out of the sample of 40 people voted that CEO is the least

important factor when it comes to branding of information technology as a sector. Only 7 people

believed that CEO plays a key role in the branding for in the IT major. After sales services has been

voted as the major constituent of IT sector branding with 33% of people voting for it.

10

7

0

2

4

6

8

10

12

1

Promotion andAdd

Quality

Pricing

Packaging

CEO

After sale services

13

0

2

4

6

8

10

12

14

1

Promotion andAddQuality

Pricing

Packaging

CEO

After saleservices

18%

14%

4%

13%

23%

33%

Percentage of CEO

1 2 3 4 5 6

Rank 1 Rank 6

12

Airline

Aviation being a core service industry 12% focuses on service quality delivered but with Vijay Mallya

welcoming you on board on Kingfisher Airline via video and R Gopi Nath and Naresh Goyal having hob

mobbed with the media hence 6% of the population voted for CEO as a factor in Airline branding.

0

2

4

6

8

10

12

14

1

Quality

Pricing

Availabilty &DistributionupplyChainCEO

Customer Service

Innovation

0

2

4

6

8

10

12

14Quality

Pricing

Availabilty &DistributionupplyChainCEO

Customer Service

Innovation

1 13%

2 15%

3 4%

4 30%

5 20%

6 20%

Percentage of CEO

Rank 1 Rank 4

13

FMCG

In FMCG sector promotion and advertising is ranked as most important factor as the sensitization to

the masses is more due to print and AV media. Hence, inverse relationship is proved for CEO as a factor

in branding in FMCG.

0

2

4

6

8

10

12

14

16

1

Promotion andAdd

Quality

Pricing

Availability

Packaging

CEO0

2

4

6

8

10

12

14

16

18

6

Promotionand AddQuality

Pricing

Availability

Packaging

CEO

1 28%

2 4%

3 4%

4 13% 5

13%

6 43%

Percentage of CEO

Rank 1 Rank 6

14

Electronic

In the electronics industry same patterns follows as the IT sector with after sales services being rated

the first and most important factor for branding in the electronics sector. But CEO was rated at the 4th

rank , voicing the fact that CEO placed a majorly important role in branding.

2

8

12

0

2

4

6

8

10

12

14

1

Quality

pricing

Availability andDistribution/Supply chainCEO

Innovation

13

0

2

4

6

8

10

12

14

4

Quality

pricing

Availability andDistribution/Supply chain

1 5% 2

13%

3 15%

4 33%

5 8%

6 28%

Percentage of CEO

Rank 1 Rank 4

15

Banking

Easy accessibility and time saving factor led to “Number of branches” being the top most priority with

30% population voting for it. CEO was ranked at 5th position highlighting the fact that CEO did not

affect the branding of a bank to that extent.

0

2

4

6

8

10

12

14

1

Promotion &advertising

Quality

NO. ofBranches

CEO

After SalesServices

Tenure ofbrand

0

2

4

6

8

10

12

14

4


Quality

NO. ofBranches

CEO

After SalesServices

Tenure ofbrand

1 15%

2 14%

3 13%

4 30%

5 5%

6 25%

Percentage of CEO

Rank 1 Rank 4

16

Telecom Sector

Service sector again is ruled by quality service provision with 30% population saying that “Value added

Services “plays a key role in telecom branding. There is only somewhat defined relationship between

CEO and Telecom Branding.

4

12

0

2

4

6

8

10

12

14

1


Quality

Pricing

Distribution/supply chain

CEO0

2

4

6

8

10

12

14

16

5


Quality

Pricing

Distribution/supply chain

CEO

1 10%

2 13%

3 10%

4 8%

5 38%

6 23%

percentage of CEO

Rank 1 Rank 5

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PERSONALITY OF CEO AND ATTRIBUTES OF COMPANY ANALYSIS

Infosys and Narayan Murthy

Respondents associated simplicity as Narayan Murty’s prime attribute. But they did not associate the same attribute with Infosys. Respondents’ associated “business ethics”,” focus”,“leadership” values with Infosys. But looking at the attributes that have been associated with the CEO and Company, it can be concluded that Narayan Murty as a CEO affects the brand image of the company because all these attributes fall under the same category reflecting simplicity and ethical behavior.

4 4 2

1 2

9

4

8 6 6

14

20

0

5

10

15

20

25

Infosys

Narayan murty

18

Kingfisher and Vijay Mallya

Vijay Mallya effervescent and flamboyant nature stills to the masses as visionary and even with

Kingfisher current crisis Vijay Malaya inverse relationship with kingfisher with 12 people voting

Kingfisher as Fun Brand.

12

2 3

5 4

1

5 6

2

0 0 0 0

16

9

2

0 0 0

13

0

2

4

6

8

10

12

14

16

18

Kingfisher

Vijay Mallya

19

Apple and Steve Jobs

Apple is surprised package with a complete in sync CEO and company trait with majority of population

believing that Apple and Steve Jobs are an innovative pair. Hence it can be safely said that Apple’s CEO

Steve Job has managed to be on the same platform as Apple and that he played a direct relation with

managing Apple as a brand.

2 1 0 1 0

21

1 0

8

2 4

0 0 0 0 0

33

0 0

7

0 0 0

5

10

15

20

25

30

35

apple

steve jobs

20

ICICI and Chanda Kochar

ICICI being the largest bank of India and Chanda Kochar at its spearhead, ICICI has managed to scale new height

which hasn’t being unnoticed by the masses. The population invariably believes that both the bank and its

pioneer are visionary. In short, Chanda Kochar Is a visionary for ICICI Bank with 29 peoples believing in the same.

She plays a pivotal role in creating a brand effect for ICICI.

0 3

0

10

5

1

5

0 1 2

6

1

6

1 1 1

29

7

1

0

5

10

15

20

25

30

35

ICICI

CHANDA KOCHAR

21

Pepsi and Indra Nooyi

Indian women Indra Nooyi spearhead pepsico global the statement is self explanatory. Pepsi as global

brand to youth universally. It’s a brand that portraits itself with a global outlook with 50 percent

population believing the same and Indra Nooyi has played a direct relationship in promoting and

creating the brand pepsi and 30% people vouch for the same.

6 4

1 2

13

8

1

5

9

20

11

0

5

10

15

20

25

Pepsico

Indra noyi

22

Virgin and Richard Branson

Richard Branson is a global Vijay Malaya. Yet the results are diversed. Richard Branson has a direct

relationship with the Virgin Airline as the masses believe that the company and CEO portrait the

element of Fun as 14 and 17 people of the overall population stand the fact that virgin is a Fun

company and Richard Branson bring the fun element.

14

5

2 3

7

1

5

2 1

0

17

11 12

0

2

4

6

8

10

12

14

16

18

Virgin

Richard branson

23

Tata Group and Ratan Tata

The Tata named brings about the vision of trust and the population has to say the same. 23 people voted for

Tata as a brand that covey’s business ethics and that is the trait that they could relate to. Ratan Tata being a

leader that promoted business ethics. Tata as a group and Ratan Tata as its CEO are undeterred and the

company and its CEO are completely synchronized. 31 people believed that Ratan Tata has a direct impact on

the groups branding.

4 1

3 1

3 1 1

23

3 1

8

31

0

5

10

15

20

25

30

35

Tata group

Ratan tata

24

CHI-SQUARE TEST

We have created a few hypotheses in order to find the association of personality traits and attributes of the

company. With these hypotheses chi- square test was applied and we came out with following conclusions.

Level of significance was 95%.

P<0.05 REJECT H0

P>0.05 ACCEPT H0

Null hypothesis- There is no association between personality of the CEO and attributes of the company.

Alternate hypothesis- There is association between personality of the CEO and attributes of the company.

VIJAY MALLYA AND KINGFISHER

Null hypothesis(H0)- There is no association between Vijay Mallya’s image and image of his company- Kingfisher.

Alternate hypothesis(H1)- There is an association between Vijay Mallya’s image and image of his company-

Kingfisher.

According to the chi- square test:

P= 0.086

p>.05

Therefore ACCEPT null hypothesis.

There is no association between personality of the CEO i.e. Vijay Mallya and attributes of the Kingfisher. So, from

the chi square test we can say that there is no correlation between vijay mallya and Kingfisher i.e his image

hardly affects the brand image of kingfisher.

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STEVE JOBS AND APPLE

Null hypothesis(H0)- There is no association between Steve Job’s image and image of his company- Apple.

Alternate hypothesis(H1)- There is an association between Steve Jobs ’s image and image of his company- Apple.


P=.002

P<0.05

Therefore REJECT null hypothesis and ACCEPT alternate hypothesis

There is association between personality of the CEO i.e. Steve Jobs and attributes of the Apple. So, the test

depicts that the Steve Job’s image highly affects the image of Apple. Both company and the CEO reflect the

innovative attribute.

CHANDA KOCHAR AND ICICI

Null hypothesis(H0)- There is no association between Chanda Kochar’s image and image of her company- ICICI.

Alternate hypothesis(H1)- There is an association between Chanda Kochar’s image and image of her company-

ICICI.


P=.023

P<0.05


There is association between personality of the CEO i.e Chanda kochar and attributes of the ICICI.The test

reveals that here CEO’s image influences the company’s image to quite a lot extent. Both of them reflect the

visionary attitude.

INDIRA NOOYI AND PEPSI

Null hypothesis(H0)- There is no association between Indira Nooyi’s image and image of her company- PepsiCo.

Alternate hypothesis(H1)- There is an association between Indira Nooyi’s image and image of her company-

PepsiCo.


P=.046

P<0.05

26


There is association between personality of the CEO i.e. Indira Nooyi and attributes of the Pepsi. This means that

the image of Indira Nooyi affects the image of PepsiCo. The respondents believe that Indira Nooyi has a Global

outlook and this attitude of hers is highly reflected in PepsiCo’s branding.

RICHARD BRANSON AND VIRGIN

Null hypothesis(H0)- There is no association between Richard Branson’s image and image of his company- Virgin

Group.

Alternate hypothesis(H1)- There is an association between Richard Branson’s image and image of his company-

Virgin .

According to the chi-square tests:

P=.045

P<0.05


There is no association between personality of the CEO i.e Richard Branson and attributes of the Virgin.

According to the previous analysis, Richard Branson’s “fun” image affects the “fun” image of his company Virgin.

However, the chi-square tests reveal a different scenario. This test says that Richard Branson’s image does not

affect the virgin group’s image.

RATAN TATA AND TATA

Null hypothesis(H0)- There is no association between Ratan Tata’s image and image of TATA group.

Alternate hypothesis(H1)- There is an association between Ratan Tata’s image and image of TATA group.


P=.455

P>0.05


There is no association between personality of the CEO i.e Ratan Tata and attributes of the Tata.

27

Again here in this case, the previous tests revel that Ratan Tata’s “ethical” image influences the TATA’s image as

highly “ethical” but the chi-square tests say that Ratan Tata’s image does not affect the company’s image

directly.

NARAYAN MURTHY AND INFOSYS

Null hypothesis(H0)- There is no association between Narayan Murty’s image and image of his company- Infosys.

Alternate hypothesis(H1)- There is an association between Narayan Murty’s image and image of his company-

Infosys.


P=.001

P<0.05

Therefore REJECT null hypothesis and ACCEPT alternate hypothesis.

According to the chi-square test, there is an association between personality of the CEO i.e. Narayan Murthy and

attributes of the Infosys because respondents associated simplicity as Narayan Murty’s prime attribute. Though,

they did not associate the same attribute with Infosys. But, Respondents’ associated “business ethics”,” focus”,

“leadership” values with Infosys. So, chi- square test says that there is a direct relation between the two.

Basically, looking at the attributes that have been associated with the CEO and Company, it can be concluded

that Narayan Murty as a CEO affects the brand image of the company because all these attributes fall under the

same category reflecting simplicity and ethical behavior.

28

SPEARMAN'S RANK CORRELATION

With the same hypotheses Spearman’s Rank correlation test was applied and we came out with following

conclusions. Level of significance was 95%.

P<0.05 REJECT H0

P>0.05 ACCEPT H0

Null hypothesis- There is no association between personality of the CEO and attributes of the company.

Alternate hypothesis- There is association between personality of the CEO and attributes of the company.

VIJAY MALLYA AND KINGFISHER

Null hypothesis(H0)- There is no association between Vijay Mallya and attributes of the company.

Alternate hypothesis(H1)- There is an association between personality of the CEO and attributes of the company

According to Spearman’s Rank correlation:

P= .455

p>.05


There is no association between personality of the CEO i.e Vijay Mallya and attributes of the Kingfisher.

29

STEVE JOBS AND APPLE

Null hypothesis(H0)- There is no association between Steve Job’s image and image of his company- Apple.

Alternate hypothesis(H1)- There is an association between Steve Jobs ’s image and image of his company- Apple.

According to the Spearman’s Rank correlation test:

P=.008

P<0.05


There is association between personality of the CEO i.e Steve Jobs and attributes of the Apple.

CHANDA KOCHAR AND ICICI

Null hypothesis(H0)- There is no association between Chanda Kochar’s image and image of her company- ICICI.

Alternate hypothesis(H1)- There is an association between Chanda Kochar’s image and image of her company-

ICICI.

According to the spearman’s Rank correlation test:

P=.926

P>0.05


There is no association between personality of the CEO i.e Chanda kochar and attributes of the ICICI.

INDIRA NOOYI AND PEPSI

Null hypothesis(H0)- There is no association between Indira Nooyi’s image and image of her company- PepsiCo.

Alternate hypothesis(H1)- There is an association between Indira Nooyi’s image and image of her company-

PepsiCo.


P=.946

30

P>0.05


There is no association between personality of the CEO i.e Indira Nooyi and attributes of the Pepsi.

RICHARD BRANSON AND VIRGIN

Null hypothesis(H0)- There is no association between Richard Branson’s image and image of his company- Virgin

Group.

Alternate hypothesis(H1)- There is an association between Richard Branson’s image and image of his company-

Virgin .

According to the Spearman’s Rank correlation tests:

P=.0209

P<0.05


There is association between personality of the CEO i.e. Richard Branson and attributes of the Virgin. This result

is in sync with our previous tests based on frequency graphs but it’s going against the chi square test.

RATAN TATA AND TATA

Null hypothesis(H0)- There is no association between Ratan Tata’s image and image of TATA group.

Alternate hypothesis(H1)- There is an association between Ratan Tata’s image and image of TATA group.


P=.719

P>0.05


There is no association between personality of the CEO i.e Ratan Tata and attributes of the Tata. Again here in

this case, the previous tests revel that Ratan Tata’s “ethical” image influences the TATA’s image as highly

“ethical” but the chi-square tests and spearman’s test say that Ratan Tata’s image does not affect the company’s

image directly.

31

NARAYAN MURTHY AND INFOSYS

Null hypothesis(H0)- There is no association between Narayan Murty’s image and image of his company- Infosys.

Alternate hypothesis(H1)- There is an association between Narayan Murty’s image and image of his company-

Infosys.


P=.909

P>0.05


According to the Spearman’s Rank correlation test, There is no association between personality of the CEO i.e

Narayan Murthy and attributes of the Infosys because respondents associated simplicity as Narayan Murthy’s

prime attribute. But, they did not associate the same attribute with Infosys. But, Respondents’ associated

“business ethics”,” focus”, “leadership” values with Infosys. So, Spearman’s Rank test says that there is no direct

relation between the two. But, looking at the attributes that have been associated with the CEO and Company, it

can be concluded that Narayan Murthy as a CEO affects the brand image of the company because all these

attributes fall under the same category reflecting simplicity and ethical behavior.

32

FINDINGS

• IT sector- CEO is the least important factor .After sales services has been voted as the major

constituent of IT sector branding with 33% of votes

• Airline industry- being a core service industry only 6% of the population voted for CEO while

12% focuses on service quality

• FMCG-promotion and advertising is ranked as most important factor ,inverse relationship

between CEO and brand

• Electronic sector- CEO is voted to be the 4th important factor ,after sales and customer services

have been ranked 1st.

• Banking sector- No. Of branches is voted the most important factor affecting the brand image

while CEO ranks 5th.

• Telecom sector- customer/ value added services have been ranked the most important factor in

brand image.

• simplicity for Narayan Murthy and Business Ethics as the core trait of Infosys proved that CEO

and the image of the infosys go hand in hand

• Vijay Malaya inverse relationship with kingfisher with 12 people voting Kingfisher as Fun Brand

• Apple and Steve Jobs are an innovative pair-direct relationship between apple and him

• Chanda Kochar Is a visionary for ICICI -She plays a pivotal role in creating a brand effect for

ICICI.

33

• Indra Nooyi has played a direct relationship in promoting and creating the brand pepsi and 30%

people vouch for the same

• Richard Branson has a direct relationship with the Virgin Airline- majority stand the fact that

virgin is a Fun company and Richard Branson bring the fun element

• Tata as a brand that covey’s business ethics and that is the trait that they could relate to Ratan

Tata being a leader that promoted business ethics

Limitations:

• CONVENIENCE SAMPLING- some sections remain uncovered(only faculty & students)

• Generalized topic- difficult to track in some sectors like FMCG

34

BIBLIOGRAPHY

Research methodology text book –Deepak Chawla and Neena Sodhi

Google search

LINKS: http://www.brandchannel.com/images/papers/514_09-10_BrandGym_BrandLeadership.pdf

Link:http://repository.wit.ie/468/1/A_CONCEPTUAL_MODEL_OF_THE_INFLUENCE_OF_BRAND_TRUST_

ON_THE

_RELATIONSHIP_BETWEEN_CONSUMER_AND_COMPANY_IMAGE_(2005).pdf

SOURCE:-http://www.nber.org/papers/w14195.pdf

LINK-http://findarticles.com/p/articles/mi_go2446/is_n4_17/ai_n28629567/

http://bura.brunel.ac.uk/bitstream/2438/1283/3/Ethical%2Bbranding.pdf

d=36424#

Link:http://search.proquest.com/business/docview/212117404/fulltextPDF/1350586A4853706AF1B/2?

accounti

http://bura.brunel.ac.uk/bitstream/2438/1283/3/Ethical%2Bbranding.pdf

final rm pdf

Education

vijay mallyas

richard branson

business ethics

research problem

steve jobs

vijay mallya

key role

chanda kochar