The personal branding model by celebrity endorsement in thai film business

Abstract

This research aims 1) to study the current situation of the Personal Branding Model by Celebrity Endorsement in Thai Film Business 2) to create and check the personal branding model by Celebrity Endorsement in Thai Film Business. The samples are Film Directors, actors, screenwriters, 17 stakeholders of movie business from both public and private sector. This research uses Delphi technique as a tool for 3 times collecting data by employing in-depth interview and questionnaires. Data are analyzed by using the SPSS program and present in number, median. It considers the validity by confirming interquartile range, absolute value between mode and median statistically. The findings are: 1) The main factors are consistent to the study which is used Delphi technique in relation to the personal branding model by Celebrity Endorsement in Thai Film Business as followings: 1.1 Strategic management by 1.1.1) celebrity creditability 1.1.2) celebrity skills 1.1.3) forming celebrity interestedness 1.1.4) transfer to popular celebrity 1.2 Brand celebrity management 2) Total quality management as followings: 2.1 Customer satisfaction 3) Celebrity supporting as followings: 3.1 the factor which is concerned the sustainable image. 2) The analyzing data following 1), which are from the return questionnaires regarding consensus panelists, indicate that consistency rules of descriptive statistics which has the median in the range of 4.00-5.00 and interquartile range is less than 1.00 (IR < 1.00). Also, the differences between mode and median are not more than 1. Thus, the best practice for the personal branding model by Celebrity Endorsement in Thai Film Business is PB2SP which bring about the Total Performance Scorecard model (TPS). However, this TBS model is checked index of congruence (IOC) from 5 IOC experts. It reveals that IOC > 0.50 are consisted of 1) organization balance scorecard 2) total quality management and 3) celebrity endorsement management. Generally, the Total Performance Scorecard (TPS) is practical and can be developed for implementing.