Marketing
http://www.scribd.com/doc/21353761/Impact-of-Celebrity-Endorsements-on-Brands-Project-Report
RESEARCH PROPSAL
Research Topic
“Impact on the consumer buying behavior by a single celebrity endorsing in multiple brands advertisement”
Introduction:
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
RESEARCH PROPSAL
Research Topic
“Impact on the consumer buying behavior by a single celebrity endorsing in multiple brands advertisement”
Introduction:
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
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