Celebrity endorsements are considered to be scary and unstable but still the trend continues. Thus with the aim to establish whether celebrity endorsement on products have an effect on consumer purchasing such products, four objectives were stated in Chapter I. After extensive literature review in Chapter, qualitative research strategy based on content analysis method was adopted for this study. This study is purely based on secondary data and no fresh data has been collected. The study has achieved all the objectives. The study concludes that celebrity endorsement on products have limited effect on consumers. They create awareness and knowledge about the brand and the product but may not change the attitude towards the brand or alter the purchase intentions. The image of the celebrity should be able to communicate the message and this is based on the personality of the endorser. To survive in the competitive marketplace companies need to have a strong brand name and they use celebs to enhance their brand image. However, the marketers and advertisers appear to become over enthusiastic over time and enter into multiple endorsements and over exposure which potentially damages the brand. Advertisers have to be cautious in using a standardized approach across cultures and markets because consumer perception greatly differs across cultures. Strong celebs can generate high willingness to buy that product. It can create a brand narrative, increase the awareness of the company’s advertising, and use of celebrities has a positive impact on the stock returns of the company. However, over exposure of the celebrity may dilute the importance of the brand as the attention remains focused on the celebrity. Celebrity image is not static and this could impact the celebrity endorsement strategy of the company. This also impacts the consumer perception of the brand and the endorser. Table of Contents Chapter One: Introduction 1.1 Background 1 1.2 Rationale for the study 2 1.3 Research Aims and Objectives 3 1.4 Organization of the Study 3 Chapter Two: Literature Review 2.1 Chapter Overview 5 2.2 Definitions 5 2.3 Product and Brand 6 2.4 Celebrities and Brands 7 2.5 Advantages and disadvantages of celebrity endorsement 10 2.6 Brand enhancement through celebrity endorsement 12 2.7 Negative association with celebrity endorsement 14 Chapter Three: Methodology 3.1 Research Philosophy 16 3.2 Research phenomenon 16 3.3 Research methods 17 3.4 Research Strategy 17 3.5 Justification for content analysis 18 3.6 Data analysis 19 3.7 Sampling 19 3.8 Reliability and Validity 19 3.9 Ethical concerns 20 Chapter Four: Findings & Discussions 4.1 Celebrity endorsement and consumer purchase intention 21 4.2 Importance of brand name and the role of celebrity 25 4.3 Advantage and disadvantages of celebrity endorsements 26 4.4 Discussion 28 Chapter Five: Conclusion and Recommendation 5.1 Conclusion 32 5.2 Limitations 34 5.3 Recommendation for further research 34 References 35 Tables Table 4.1 Successful and Unsuccessful Celebrity Endorsements 22 Table 4.2 Table 4.2 Successful and Failed Endorsements with reasons 27 Chapter One: Introduction 1.1 Background Globalization and the power of the modern media over consumer societies have contributed to the phenomenon of using celebrities to endorse consumer products. Celebrities today have become an important part of the marketing communication process because brands love
Consumer attitudes towards celebrity endorsed products ABSTRACT Globalization and the power of the modern media over consumer societies have contributed to the phenomenon of using celebrities to endorse consumer products. Use of celebrities to endorse a product has been prevalent for decades as it resulted in more favorable advertisement ratings and better financial performance…
The major weaknesses of this study are concentrated on the nature of its sample and research methodology. Still, the researcher hopes that this study will somehow contribute to the existing knowledge about women’s attitudes towards online shopping. This paper will help marketers and advertising agencies create more productive and beneficial online marketing techniques, approaches, and campaigns.
On the basis of the discussion it can be safely stated that in order to ensure better health outcomes for the patients of self-harm, it is of utmost significance to improve and enhance the attitudes and skills of the medical staff, towards such patients. Training and self improvement are almost widely acknowledged as effective measures in bringing about such improvement.
Abstract Previous research has demonstrated that negative attitudes towards people with schizophrenia are widespread. This research study aims to investigate whether the imagining intergroup contact and perspective taking as suggested by various authors are effective techniques through which stigma against people with schizophrenia can be reduced.
Celebrity Endorsement Exploring the contribution of celebrity endorsement to achieving marketing communications objectives in the retail clothing industry: a case study on Topshop.
Over much of the past decade and the half century prior to it, advertisers have been using celebrities to endorse their products, beginning with endorsements by Marilyn Monroe and Marlene Dietrich to the latest times.
In the contemporary world characterized by ever increasing competition to secure a substantial market share, marketers across the globe use eye-catching tactics to generate curiosity among the consumers and increase their brand awareness. As the significance of strategic product positioning and effective brand communication, has been realized and acknowledged within management circles, the use of celebrities for brand endorsements has today, become a relatively common phenomenon.
The interviews were based on a questionnaire which was specifically designed to gauge the expectations and perceptions of consumers with regard to celebrity endorsements. The design of the questionnaire ensured that all the key variables which are vital for the study such as, the attitudes of the consumers towards a certain brand; attitudes towards the celebrities endorsing the brand; perception of consumers with regard the brand or product based on its association with a celebrity; the degree to which the consumers' purchase decision were influenced by the association of the celebrity with the said brand, product or service etc were taken into consideration.
However, decisions regarding the appropriate method to be chosen i.e. qualitative or quantitative is a somewhat difficult task. Methodology is a simple method which uses various procedures to highlight the key aspects of the study and help in making it more legible, by lending more credibility to it.
This study observes whether customers understand that celebrity endorser are fond of the commodities they approve and presents a form using these and other features of the endorser to foresee thoughts toward the endorsed creation. The way of feelings towards the advertisement the endorser and the good were also considered.
A correlation analysis between the independent and the dependent variables established that celebrity attributes like attractiveness and likeability lead to better ad viewership, trustworthiness is linked with the better brand image, and product-celebrity match, as well as credibility, is correlated highly with the purchase intentions.
81 pages (20250 words)Dissertation
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