Effectiveness of Celebrity Endorsements for Non-Profit Organization

7715 Words Mar 31st, 2013 31 Pages
ASSIGNMENT COVER SHEET
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COURSE DETAILS Course Code: RBUS2900 Course Co-ordinator: Dr. Ravi Pappu

Course Name: Business Research Methods Assignment No: 2B Assignment Due Date: 28/05/2012

STUDENT CONTACT DETAILS Student Number: James Jun Qiang Low Ng Han Siong Derrick Bram Wijaya Peng Yang Cheng

Student Name: 42683346 42485184 42734480 42602600 Email Address: Low.james@me.com Derrick.nhs@gmail.com bramw91@yahoo.com cpyang1990@hotmail.com

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RBUS2900 Business Research Method Assignment 2 Part B

Table of Contents
1. INTRODUCTION ............................................................................................................................................ 1 1.1 1.2 2.1 2.2 2.3 2.4 2.5 3.1 3.2 3.3 3.4 Problem statement and Research Objectives .................................................................................... 1 Importance ....................................................................................................................................................... 2 Perception of the organisation (Dependent variable).................................................................... 3 Attractiveness (Independent variable 1)............................................................................................. 3 Over-endorsement by celebrity (Independent variable 2) .......................................................... 4 Perceived celebrity income from endorsement (Independent variable 3) ........................... 5 Moderating variables ................................................................................................................................... 6 Research

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