Does celebrity endorsement influence consumer buying behaviour for sporting goods amongst youngsters in London?

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CHAPTER 1: INTRODUCTION1

Background of the Study1

Organisational Background2

Rationale for Choice of Subject4

Purpose of the Research Study5

Statement of Problem6

Research Aims and Objectives7

Research Questions8

Outline of the Dissertation8

CHAPTER 2: LITERATURE REVIEW10

Overview of Chapter10

Celebrity Endorsements12

Consumer Buying Behaviour14

Kelman's Model of Source Characteristics18

Brand Image20

Nike endorsers and the Brand image21

Social Learning Theory24

CHAPTER 3: METHODOLOGY26

Research Onion26

Research Philosophy26

Research Design28

Research Method30

Research Strategy31

Research Approach31

Literature Search32

CHAPTER 1: INTRODUCTION

Background of the Study

Celebrity endorsements is one of the emerging and most known executional strategy that is followed by majority of the known brands enthusiastically and with more dedication than any other strategy, comprising their communication mix. International as well as national celebrities are used for the purpose of celebrity endorsements of the brands; the use of which is consistently increasing with particular inclination towards sports and entertainment celebrities. Considering its recognition as key executional strategy; where the popularity of the strategy is primarily determined through its excessive use by diverse organisations and brands which is only triggered through the resultant increase in purchase intent and sales of the product marketed, in the US alone, every one in four advertisements shows celebrities to influence brand awareness and preference among the consumers and viewers (Stephens and Rice, 1998, pp. 47).

This strategy is more opted by brands, organisations and industries whose products are more youth-oriented, due to the worship attitude that is extended by youngsters towards majority of the national as well as international celebrities. Youngsters see celebrities as ideals and struggle to be them; to develop their personality in accordance with their ideal celebrity and to look like them, and hence an endorsement coming from them is more likely to make consumers buy the product they would not have bought in the absence of the celebrity endorsement. Celebrities are generally believed as trustworthy, persuasive and likable which significantly plays in favour of the firms executing the strategy in that the brand not only successfully gains consumer attention, but also consumer gets aware of the brand in a more unique way and hence is more likely to recall it easily whenever presented with any cue. The process of value transfer that underlies brand celebrity endorsement and is initiated by the endorsement made by the celebrity is the prime factor that creates increased brand awareness and brand preference among the viewers, subsequently most probably triggering increased sales. However, this is the dimension of the celebrity endorsements that is required to be explored and analysed so as to effectively and more accurately reflect on the absolute impact of celebrity endorsements. The new potential of the advertising industry and organisations that is posited through the use of this strategy; to trigger increased sales and hence earn increased revenues, could only be established following the voluminous amount of extensive in-depth research studies, exploring the domain through multiple dimensions.

This necessitates the need for the in-depth research and extensive study on celebrity endorsements and their effects. Although, humungous amount of studies have already been conducted in the domain, it is ...