Topics: Marketing, Research, Advertising Pages: 5 (1276 words) Published: May 29, 2013 RESEARCH PROPSAL

Research Topic
“Impact on the consumer buying behavior by a single celebrity endorsing in multiple brands advertisement”

Everyday consumers are exposed to thousands of voices and images in magazines, newspapers, and on billboards, websites, radio and television. The challenge of the marketer is to find a hook that will hold the subject’s attention. In helping to achieve this, use of celebrity endorsers is a widely used marketing strategy. celebrity endorsement in advertisement and its impact on the overall brand is of great significance. Although this sounds pretty simple, but the design of such campaigns and the subsequent success in achieving the desired result calls for an in-depth understanding of the product, the brand objective, choice of a celebrity, associating the celebrity with the brand, and a framework for measuring the effectiveness. Companies invest large sums of money to align their brands and themselves with endorsers. At times, consumers do get confused about the brand endorsed when a single celebrity endorses numerous brands. The recall then gets reduced and reduces the popularity of the brand. Thus, for multiple endorsements where the same celebrity endorses several brands, it boils down to the strength of the brand and the advertising content. Marketers use celebrity endorsers to influence the purchase decision of consumers in order to increase their sales and extend their market shares.

Project purposed:
This dissertation focuses on examining the perception of Pakistan consumers about celebrity endorsements, examining the celebrity attributes likely to influence consumer purchase intentions and finally the impact of celebrity endorsements on their purchase intention. This project begins with the review of existing literature available on celebrity endorsements, which provides an insight into the research topic and clarifies many important aspects related to the subject. Celebrity attributes do impact the purchase intention of consumers.

The aim of this research is to empirically investigate the impact of celebrity endorsements on consumer buying behavior (purchase intention) & if one celebrity is endorsed in multiple brands so what impact will be perceived by consumer in context to Pakistan.

Research Problem:
The problem defines in below mentioned research questions.
Question 1: How do Pakistani consumers perceive Celebrity endorsed advertisements as compared to non-celebrity advertisements? Question 2: Do the attributes from the literature review impact the consumer purchase intentions to buy a product when celebrities are used as endorsers? Question 3: How do celebrities impact the consumer purchase intention when are used as endorsers? Question 4: What is the impact of a single celebrity endorsed in multiple brand advertisement Scope of Study & Objective:

We are trying to find the relationship between consumer perceived value by celebrity endorsement in advertisements as compared to non-celebrity advertisements, impact of consumer purchase intentions & Major part is if one celebrity in endorsed by different brand so what impact on consumer mind, perceived value

Our objectives are to extract the exact result of the personality’s endorsement on the product sales and the variation of the consumer buying behavior of the product. The second objective is to understand which big-shots in the industry have successfully understood this phenomenon and amended their advertisement skills to tone themselves with the present market condition, and which of the unfortunates haven’t been able to match themselves with the trend and where they lack behind

Literature Review:
Marketers are developing strategies using various appeals including sexual, emotional, humor .The motive behind formulating such strategies is to gain high brand exposure, attention,...
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