Effectiveness of Brand Endorsement and its Impact on Buying Behaviour

By

Chapter 1: Introduction1

Background of the Study1

Aims and Objectives2

Purpose of the Research Study2

Research Questions3

Chapter 2: Literature Review4

Consumer Buying Behaviour4

Celebrity Brand Endorsement5

Outcomes of the Research Study7

Chapter 3: Methodology9

Research Design9

Sampling for the Research Study9

Analysis of the Data10

Outcomes of the Research Study11

Gantt chart11

References12

Chapter 1: Introduction

Background of the Study

Business organizations are constantly looking for strategies that would enable them to gain a competitive advantage over their competitors. These strategies enable the organizations to highlight their products, and services from those of their competitors that are offering the same products and services to the consumers. For Gupta, Grant and Melewar (2008, p. 948-960), this differentiation can only become possible through the management of the brand as an important part of managing the value chain, considering it as an intangible asset essential for the success of an organization.

Using the intangible assets of an organization in a strategic manner is a fundamental way for leveraging the market opportunities, and adding value to the business. This enables the organization to position itself at a higher level than its competitors in the market. There is a growing recognition that a significant portion of the market value of an organization lies in intangible assets such as brands, endorsements, relationships and intellectual property, rather than in tangible assets, which may in fact be accounted.

The activity known as brand endorsements emerged, at least since the last decade as a management priority due to the growing conviction that the brand is one of the most valuable intangible assets that an organization has. Among other reasons, Keller (1993, p. 1-22) notes that, since the time that the consumer has to make his choices and make their purchase decisions or consumption is limited, the marks have become an important signs of quality, as well as barriers to action to the potential competitors in the market.

Thus, a set of effective brand endorsement strategies could develop a brand identity rich and clear from the perspective of the market. Creating a brand identity that is clearly discernible, which is well understood by consumers, and assists in the development of trust, which consequently results in brand differentiation for consumers. According to Keller (2003), understanding or recognition of a specific brand by the consumer can be defined in terms of personal meaning assigned to a brand stored in consumer memory, i.e., all descriptive and evaluative information related to the particular brand. Increasingly, the key to the success of organizations seems to lie in self-expression and emotional benefits that brands are able to provide to their consumers (Dean, 1999, p.1-12).

Aims and Objectives

Following are the aims and objectives of this research study:

The aim of this study is to find the effectiveness of brand endorsement on the buying behaviour of the consumers.

The aim of this research study is to enable the business organizations to develop effective strategies for efficient marketing of their product.



Purpose of the Research Study

The purpose of this study is to enable the business organizations to ...