A Study into The Effect of Endorsement on Consumer Buying Behaviour in The Fashion Industry (2022)

This dissertation aims to study the effect of endorsement on consumer buying behaviour in the Fashion industry. Endorsement concepts have a vital role in creating brand awareness and also ensuring the success of the marketing and any promotional campaigns of the business. It assists fashion brands to promote services as well as products that build credibility to attract the potential target market. The endorsement has a direct influence over the customer’s purchasing intention. In current scenario, the fashion sector focuses on celebrity endorsement as celebrities and influencers in the market are considered role models among people.

Moreover, this study aimed to analyse impact of endorsement on consumer purchasing behaviour in fashion sector to develop knowledge. There were focused on two methods of data collection such as primary and secondary. In terms of primary, the survey was conducted among 60 random respondents which supported attaining the research objectives by showcasing different perspectives and knowledge for the endorsement in the fashion sector.

In terms of secondary research, there were different journal articles as well as research papers gathered to develop theoretical knowledge for concepts and author’s perspectives. The overall endorsement has a favourable influence on the customer buying intention in fashion sector which assists the brand in better revue growth and people can also be aware of the latest trends and collections of the products.

In addition, the key purpose behind the selection of the research topic is to create awareness about the present state of the fashion sector and how they adopt endorsement concepts in creating demands among people through digital or social media channels.

Dissertation objectives

• To analyse the concept of endorsement in the business world
• To identify the relationship between celebrity endorsement and influencing marketing
• To determine the external factors that have an impact on celebrity endorsement in the fashion industry
• To identify the impact of endorsement on consumer buying behavior in the fashion industry

• 10,000 words – 38 pages in length
• Excellent use of literature
• Good analysis of the subject area
• Well written throughout
• Includes questionnaire
• Ideal for marketing students

1 – Introduction
Background
Research Rationale
Research Problem
Aim
Objectives
Research questions
Research Significance
Research Structure

2 – Literature Review
Overview
Concept of Endorsement
Role of Endorsement in The Current Business World
Role of Endorsement in The Fashion Industry
Impact of Covid-19 on Endorsement and Consumer Buying Intention in The Fashion Industry
Endorsement and Consumer Buying Behaviour
Role of Endorsement in Consumer Buying Behaviour
Impact of Endorsement on Consumer Buying Intention in The Fashion Industry

3 – Methodology
Overview
Research Philosophy
Research Approaches
Research Strategies
Methodological Choices
Time Horizons
Techniques and Procedures
Ethics
Reliability and Validity

4 – Findings and Analysis
Analysis
Respondents Age
Social Media Channel Awareness
Fitness of Endorsements as per the Social Media Users
The Similarity of Influencing Marketing and Endorsement Based on Age Group
Should Fashion Companies Adopt the Tool of Endorsement as Per Social Media Users?
Frequency Tables and Percentages
Do You Believe That Endorsement and Influencing Marketing Are Similar?

5 – Discussion
Role of Endorsement in The Current Fashion Sector
Impact of Covid-19 on Endorsement and Consumer Buying Behaviour in The Fashion Industry
Impact of Endorsement on Consumer Buying Behaviour in the Fashion Sector

6 – Conclusion, Recommendation and Research Limitation
Overview
Conclusion
Recommendations
Research Limitation

References

Appendix
Questionnaires