THE GLOBAL EFFECT OF CELEBRITY ENDORSEMENTS TOWARDS CONSUMER BUYING BEHAVIOUR
What is the working title?
The Global Effect of Celebrity Endorsements Towards Consumer Buying Behavior – The title chosen focuses mainly on how consumers all over the world base most of their buying decisions towards certain products towards the celebrity that endorses the product.
Abstract
Celebrity endorsers are constantly use to promote products such as alcoholic products, diet products and especially beauty products. This research proposal examines how celebrity endorsements and the products they endorse determine a major factor on consumers and their buying decisions.
Introduction (What is the dissertation about and why is it important?)
A recent estimate …show more content…
For example; boys/men tend to use CLEAR shampoo only because Cristiano Ronaldo is the celebrity endorser for that product – he, being a big football player, has a major impact on buying behavior of the market segment of boys/men that love football – this set of consumer group is biased as they believe that the celebrity is genuinely attracted towards the product and not towards the financial factors that is offered to the celebrity to advertise for the …show more content…
The term ‘brand equity’ by itself refers to important value added to a brand’s name by its product (Farquhar, 1989), but in what context does celebrity endorsements lead to improvement in brand equity? A research carried out by Till (1998) and McCracken (1989) proposes that brand equity can be built by celebrity endorsers through creation of secondary associations. A research carried out by Seno and Lukas (2007) also suggests that celebrity endorsers act as a co-brand for the product they are promoting, resulting in the creating of equity for the endorsing celebrity and for the endorsed brand itself (Atkin and Block, 1983). Many different types of research carried out by many other authors also proves that influence can be made through celebrity endorsement to perceived product quality and uniqueness (Dean,
What is the working title?
The Global Effect of Celebrity Endorsements Towards Consumer Buying Behavior – The title chosen focuses mainly on how consumers all over the world base most of their buying decisions towards certain products towards the celebrity that endorses the product.
Abstract
Celebrity endorsers are constantly use to promote products such as alcoholic products, diet products and especially beauty products. This research proposal examines how celebrity endorsements and the products they endorse determine a major factor on consumers and their buying decisions.
Introduction (What is the dissertation about and why is it important?)
A recent estimate …show more content…
For example; boys/men tend to use CLEAR shampoo only because Cristiano Ronaldo is the celebrity endorser for that product – he, being a big football player, has a major impact on buying behavior of the market segment of boys/men that love football – this set of consumer group is biased as they believe that the celebrity is genuinely attracted towards the product and not towards the financial factors that is offered to the celebrity to advertise for the …show more content…
The term ‘brand equity’ by itself refers to important value added to a brand’s name by its product (Farquhar, 1989), but in what context does celebrity endorsements lead to improvement in brand equity? A research carried out by Till (1998) and McCracken (1989) proposes that brand equity can be built by celebrity endorsers through creation of secondary associations. A research carried out by Seno and Lukas (2007) also suggests that celebrity endorsers act as a co-brand for the product they are promoting, resulting in the creating of equity for the endorsing celebrity and for the endorsed brand itself (Atkin and Block, 1983). Many different types of research carried out by many other authors also proves that influence can be made through celebrity endorsement to perceived product quality and uniqueness (Dean,