  Ref: market0037 Celebrity endorsement nowadays has become one of the most popular advertising campaigns. Companies use many celebrities like movie stars, athletes and singers to endorse in their adverts in order to attract consumers into purchasing their brands. The public‟s fascination with celebrities has helped marketers to utilise this marketing strategy and influence consumers purchasing intentions. Even though celebrity endorsement has become the most common advertising promotions, marketers still doubt if it is a successful and effective marketing strategy. Companies use celebrities for their fame so their glamour can reflect and draw attention on the product. However, some celebrities can destroy a brands reputation if they manage to get bad publicity. Therefore companies need to be really cautious when choosing a particular celebrity to promote their brand. This study aims to find out whether or not consumers purchasing decisions are in fact influenced by celebrity endorsement. This will be carried out by primary and secondary research methods in the form of questionnaire and literature review. Secondary data will examine several models and theory and primary data will be collected using Microsoft Excel 2007. Results will be analysed through the use of histograms, pie charts and bar charts. Celebrity endorsement has increased dramatically the past few years and primary research has allowed the current author to prove this. Results have shown that this type of marketing promotion is successful as long as the link between the celebrity and the product is strong and the target market is considered before using a celebrity to promote a specific product.
Chapter One: Introduction Focus of the study Research Objectives Structure of Dissertation Chapter Two: Literature Review Introduction Defining Celebrity Endorsement Effectiveness of Celebrity Endorsement on Consumer Behaviour Celebrities in Advertising Source Attributes The Match-Up Hypothesis Meaning Transfer Model Advantages and Disadvantages Advantages of Celebrity Endorsement Disadvantages of Celebrity Endorsement Influence of Age Chapter Summary Chapter Three: Research Methodology Introduction Secondary Research Limitations Primary Research Method Qualitative Research versus Quantitative Research The Choice of Research Questionnaire Design Pilot Study Sample Method Restrictions of Primary Research Ethical Issues Chapter Summary Chapter Four: Findings and Analysis Introduction Questionnaire Analysis Age and Gender Celebrities Promoting a Brand Effectiveness of Celebrity Endorsement Celebrities in Advertising Source Attributes Relationship between Product and Celebrity Effectiveness of Successful Celebrities in Advertisements Celebrities Endorsing Several Products Bad Publicity Chapter Summary Conclusion Referencing Appendix Section How To Order 1. Select reference number market0037 from the dropdown list 2. Click the PayPal button 3. Click the "Click Here" button on the PayPal page to submit your credit/debit card payment 4. We will email your chosen dissertation in PDF format within 24 hours |