Do celebrity endorsement change the consumer buying behaviour on clothes? - Essay Example

Free

Extract of sample
Do celebrity endorsement change the consumer buying behaviour on clothes?

Researchers have stated that the use of celebrity endorsements by brands can create encouraging response from customers and enhanced buying intent amid consumers as against brands that do not utilise celebrity endorsements. This is because a celebrity is considered to be an enormously advantageous instrument to draw the consumers’ interest to promotion and advertising communication of a brand in a media ambience that is cluttered and packed with thousands of advertisements. The famed and popular image of the celebrity in conjunction with accurate product-image association multiplies the interest of consumers and results in improved level of brand recognition. Prior researches have affirmed that celebrity endorsement of a brand can enhance the consumers' consciousness of a brand commercial to a large extent, in addition to capturing their interest and making the advertisement more memorable. The aim of this study was to inspect and comprehend the impact on celebrity endorsement on the consumer buying behaviour in context of the apparel industry. The underlying principle of this research study was to explore the consumers’ outlook in terms of brand personality in combination with their purchase behaviour in relation to celebrity’s advertised apparels. The findings of this study revealed that consumers, particularly those belonging to the younger generation, prefer to buy clothes that are endorsed by celebrities owing to the associated brand value. ...Show more

Summary

Researchers have stated that the use of celebrity endorsements by brands can create encouraging response from customers and enhanced buying intent amid consumers as against brands that do not utilise celebrity endorsements. …
Author : josephineconnel
Save Your Time for More Important Things
Let us write or edit the essay on your topic
"Do celebrity endorsement change the consumer buying behaviour on clothes?"
with a personal 20% discount.
Grab the best paper

Related Essays

An Analysis of the Impact of Internet on Consumer Buying Behaviour
Predicting consumer buying behaviour becomes important as it allows the online companies to make important future decisions. Therefore, some questions really get important like what are the factors which influence the consumer buying behaviour over the internet?
7 pages (1750 words) Dissertation
Consumer Buying Behaviour
Literature Review on Consumer Buying Behaviour. Consumer choice goes further than the simple fact of buying commodities; consumers use it to construct identities and associations. Consumption has to be considered within its communal background, focusing on conventional standards, practices and regulations, which shape the way by which goods are utilized by consumers to signify the self and describe social associations.
12 pages (3000 words) Literature review
Consumer Behaviour
Success, in fact survival of the business is dependent on business’ capacity of understanding its customers (Evans, Jamal, and Foxall, 2010). Acknowledgement of the importance of this fact has given birth and rise to domain of study of consumer behaviour.
12 pages (3000 words) Essay
How do Consumer Characteristics Influence Buying Behavior?
In other words, the organizations have come to an observation that the buying patterns of the consumers and their decisions have altered over the time. Moreover, the quantity of purchase and the types of products in purchasing have come across the shifting in the consumer buying habits.
7 pages (1750 words) Research Paper
Celebrity Endorsement
Retrieved from Summary This journal gives a candid evaluation of the impact of executing branding activities using high profile trademarks. It focuses on the reasons why most institutions are adopting the use of a strong brand name or celebrities and trademarks to execute their product advertisement.
4 pages (1000 words) Essay
Consumer Psychology and Buying Behaviour
Consumer Psychology and Buying Behaviour. Marketing is an important aspect in our lives. It through marketing that business is certain to thrive all over the world. Without marketing, potential customers are not able to learn about the existence of products and services they miss, and this leads to lack of success in business.
9 pages (2250 words) Essay
The Devil
The common thing in understanding and description of the devil is that it is always depicted as personification of evil which opposes God and His good intentions for man. He is seen as an antagonist of God and the two are described as having been locked in eons of contentions over the possession of souls of human beings.
4 pages (1000 words) Essay
Change
This theme, of change, is demonstrated by the author from the onset of the novel, and is evidenced throughout the rest of the novel to its ending. In the novel, Malouf
2 pages (500 words) Essay
Read and answer the questions
stice showed that between 2011 and 2012, about 3.2 of jail inmates and 4% of federal and state prison inmates have experienced at least an incident of sexual victimization at the hands of a facility staff or fellow inmate, since they were admitted to the facility, or within a
1 pages (250 words) Assignment
Find out how much would it cost
to get a custom paper written by a pro under your requirements!
Win a special DISCOUNT!
Put in your e-mail and click the button with your lucky finger
Your email
YOUR PRIZE:
Apply my DISCOUNT