CELEBRITY ENDORSEMENTS EFFECTIVENESS & CONSUMER BEHAVIOR

Celebrity Endorsements Effectiveness & Consumer behavior



Abstract

Consumers have acknowledged many ability of celebrity endorsers in bringing alertness, effecting brand call devotion, as well as rousing purchase. Extensive exercise of celebrity endorsers reflects valued portion of currency as well as time eaten as well as have locked-in consumers to approve endorsers picked are worth every cent they spent. This examine views multiple fractions of celebrity endorsers as well as their bindings with wares brand call image. Items as well as figures were investigated divergent to multiple regression examination as well as determination show obviously valued bindings between all five fractions as well as wares brand call photograph, with greatest count for sincerity dimension. first four-dimension plan was modified by augmenting adjoined dimension of celebrity meaningfulness. Also writer exercise J. Sainsbury covering examine to examine exercise of celebrity endorsement in formation of retail photograph of primary European sustenance warehouse dissemination listeners J. Sainsbury, in precise, manner of transference of celebrity photos to product's image. incorporation of Jamie Oliver well famous as video celebrity.

Table of Content

ABSTRACTII

CHAPTER 1: INTRODUCTION1

Overview1

Problem Statement2

CHAPTER 2: LITERATURE REVIEW3

Celebrity Endorsement3

Brand Image5

Celebrity Credibility6

Celebrity Likeability7

J. Sainsbury Celebrity Endorsement9

Jamie Oliver campaign9

CHAPTER 3: RESEARCH METHODOLOGY11

RESEARCH METHOD11

QUANTITATIVE METHOD11

CROSS-SECTIONAL METHOD11

HYPOTHESIS12

PARTICIPANTS13

TEST DATA COLLECTION13

QUALITATIVE RESEARCH METHOD14

Quantitative Data Analysis15

The empirical results17

Qualitative analysis20

CHAPTER 5: CONCLUSIONS23

Conclusion23

BIBLIOGRAPHY37

APPENDIX43

Primary Research Questionnaire43

Graphs1

Garaph 1: Participants Gender1

Graph 2: Participants Age1

Tables1

Table 1: Five Dimensions as well as Sub Variables1

Table 2: Result of Reliability Test for Four Celebrity Endorsers' Characteristics1

Table 3: Results of KMO as well as Barlett's Tests2

Table 4: Communality2

Table 5: Total Variance Explained2

Table 6: Rotated Component Matrix3

Table 7: Regression Results for Each Dimension4

CHAPTER 1: INTRODUCTION

Overview

Word "celebrity" gives excitement, entertainment as well as fun. They are constantly focus of thousands of people. People are curious convergence in their lifestyles, secrets as well as personalities. Even thirst to interpret what celebrities tend to consume products. For consumers, offers the guarantee of profit. In recent decades, serving as "celebrity ad" has spread quickly. In 1975, only 15% of top celebrities in television advertising time outstanding (Forkan, 1975). In 1978, he went up to 20% as well as about 10% of dollars spent on TV advertising appears celebrities (Sherman, 1985). Besides strong competition, constant adjustment in market environment has retired small room for product differentiation. As the result, import of bridge instruments have become means to maintain as well as enhance market share. In context of adoption decisions taking into account form of guarantees to exercise have become very important for three reasons (Freud, 1984). First, commissions for celebrity talent can be substantial. Second, fees for national advertising, especially television, are extremely high. As well as, finally, spokesman mode affects levels of awareness as well as recall (Friedman as well as Friedman, 1979).

Problem Statement

researchers, in particular, consumers have shown the substantial concern in components that could help establish the positive connection between celebrities as well as products. Several components have been diagnosed to evaluate efficiency of celebrities.

Aims & Objectives of Study

To display that advertisers but many of considered into choosing right ...