Celebrity Endorsement Impact

Improved Essays
“The impact of celebrity endorsement on the consumer purchase intension”

INTRODUCTION
A company makes a product to sell it in the markets and if it doesn’t sell then all the efforts of the company are useless and in short it will be huge cost for that company. A product will sell in the market if its consumer will accept and buy it. So to reduce the failure risk and to increase the chances of success the companies try to position the brands in the consumers mind in such a way so that it could be perceived as the brand of best quality and offering more value to the customers. Companies use different advertisements tactics to promote their product and celebrity endorsement is one of those strategies. The celebrities are the best spokespeople
…show more content…
Researches also show the relation of celebrity endorsement and the company. (Clinton Amos, …show more content…
But after the literature review the type of research became causal because we found out the impact of one variable (ie celebrity endorsement and quality) on the other variable (purchase intention)
TARGET RESPONDENTS:
Our product “designer clothes” is only for the specific market of high class. So we cannot consider the whole population of Pakistan in our sample frame. Our target respondents are the males and females with sufficient disposable income or we can say the females of upper class and geographically we are focusing only London.
SAMPLING TECHNIQUE:
In this research we used the stratified sampling technique. Reason for using this technique was that we were not targeting the mass market rather we were focused on the specific

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