Executive Summary (Do celebrity endorsement change the consumer buying behaviour on clothes?)

Undergraduate
Essay
Marketing
Pages 1 (251 words)
Download 0
Executive 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. 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…

Introduction

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. However, when it comes to quality of the product, it was found that majority of the consumers, irrespective of their age, would not compromise on quality just because of the appeal of the endorser associated with the brand. The prominent finding of this study was that consumers mostly opt for apparel brands that have a high level of visibility owing to celebrity endorsement.

...
Download paper
Not exactly what you need?

Related papers

An Analysis of the Impact of Internet on Consumer Buying Behaviour
The consumer buying process is a complex process and one of the important areas of investigation for researchers. A number of studies have been conducted to study the consumer buying behaviour. The increasing complexity of consumer buying behaviour is also brought by the online shopping. All theoretical models describing the behaviour of traditional consumers have gone outdated. Marketers have…
Consumer Buying Behaviour
Therefore, this assumption challenges the thought of an international consumer culture with homogenised consumer sectors as well as customs, by declaring that those expenditure practices are shaped by the local outlines within which they take place (Bond et al, 2004, p. 33). Youth forms one of the biggest markets around the globe for cell phones, with more than 201 million subscribers between 18…
Consumer Behaviour
Consumer behaviour, hence, entails understanding different attitude and behaviour of the consumers along with exploring factors having impact on these attitude and behaviours (Peter and Olson, 2008). For the purpose, various theories and models have been derived to somewhat provide generalised guideline impact of these factors on consumer buying behaviour (Hawkins & Mothersbaugh, 2009). Businesses…
How do Consumer Characteristics Influence Buying Behavior?
On the contrary, previously marketers and organizations were able to comprehend the consumers buying behaviors and patterns through their experiences of selling the products to the consumers. However, firms and marketing decision makers lost direct contact with the customers with the augmentation of the market and organizations. Therefore, consumer-buying behavior is one of the most significant…
Executive Summary
One of the major challenges faced by Pepsi Cola International in this region is the poor infrastructure because of which too much time is taken to distribute goods throughout the region. The other challenge that Pepsi has been facing in Ukraine is about storing of goods because of lack of sufficient warehouse. Pepsi has also problems in distributing its goods in village areas of the country as…
Celebrity Endorsement
Indeed, trademark or brand name is a term that is used to define entities with unique credibility and attraction levels. They are used to drive marketing activities in various jurisdictions due to their influential nature. Companies prefer using strong brands names to endorse their product to improve sales units. The institutions use the trademarks due to the financial implications that arise from…
Consumer Psychology and Buying Behaviour
On the other hand, the marketers need to incorporate their understanding in the involvement principle into the marketing campaigns in order to assist the consumer in their buying decision behavior. The marketing model that is most used by marketers has two distinctive parts. The first part entails a description of a population of ‘consumers’ who individual choose to buy various competing…