Page 39 - IILMGSM Journal_Management Perspective

(H0): Personality of the endorser is (H ): Personality of the endorser is
not reflected in the brand endorsed 1
by them.
reflected in the brand endorsed by

them.

Table 9: One-Sample Test

Test Value = 3

Mean 95% Confidence Interval of

t df Sig. (2-tailed) Difference the Difference

Lower Upper

Personality_of_ 207 .000 -.385 -.52 -.25
endorser_is_reflected_
in_brand_endorsed_by_them -5.683

 confidence level at 95 % personality of celebrity is sometimes reflected and
 significance level at 0.5 % sometimes not in the brand endorsed by them.

Interpretations-From the above table we have found III. (H0): Celebrity endorsement is not
that our significance value 0.000 which is less than a necessity for creating a successful
our standard significance level of 0.05. Thus, our brand.
null hypothesis is rejected & alternate hypothesis is
accepted. Also, the mean difference comes to be 2.62 (H ): Celebrity endorsement is a
which are close to 3, i.e., neutral, meaning that the 1

necessity for creating a successful
brand.

Table 10: One-Sample Test

Test Value = 3

Mean 95% Confidence Interval of

t df Sig. (2-tailed) Difference the Difference

Lower Upper

celebrity endorsement_ -1.581 207 .115 -.115 -.26 .03
necessity_for_successful_
brand

 confidence level at 95 % Interpretations- From the above table we have found
 significance level at 0.5 % that our significance value 0.115 which is greater
than our standard significance level of 0.05. Thus,
our null hypothesis is accepted & alternate

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