Celebrity Endorsements in Advertising - UKDiss.com.
American companies use some form of celebrity endorsement in their advertising campaigns. This highlights the steady and persistent increase in the use of endorsers in western culture. This study attempts to gain a better understanding of the effectiveness of celebrity endorsers on consumer purchase intent within an Irish context. As has been.
Celebrity endorsement has increased dramatically the past few years and primary research has allowed the current author to prove this. Results have shown that this type of marketing promotion is successful as long as the link between the celebrity and the product is strong and the target market is considered before using a celebrity to promote a specific product.
Celebrity endorsement is considered to be a common technique used in the marketing domain and several researches have been conducted to study its effect on advertisement. This research concentrates on understanding the perception of the users and their association with the celebrity endorsement.
Research Methodology is defined as “a systematic effort to gain knowledge”. It is the way of systematically solving the research problem. It may be understood as a science of studying how research is done scientifically. My research will focus on investigation influence of celebrity endorsement on the consumer’s purchase decision.
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For example, former Chicago Bulls star Michael Jordan has endorsed products for 14 companies (Lipman and Hinge, 1991), and golfer Lee Trevino has had endorsement contracts with Cadillac, Motorola Cellular Phone, Spalding Top-Flight, and La Victoria Salsa (Shatel, 1991).
Our topic of research is “Impact of celebrity endorsements on consumers’ brand perception and buying behavior.” We would take a product similar product from sports area and analyze the affect of having celebrity endorse one product and what the other product relative performance without celebrity endorsement.
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Thus dissertation on celebrity endorsement methodology is not only concerned with research methods but also consider the methods used in the conduct of research study and explain why particular methods or techniques are used and others are not, so that research results are capable of being evaluated either by researchers or by others the.
Celebrity endorsement based on attractiveness is common among everyday consumers which, most of the time, effect consumers positively. Michael Jordon is an example of an attractive endorser but his effectiveness is likely greater when endorsing to this athletic ability is more rather than the products which are not relate to athletic performances.
From the above given research evidences and academic literature, the importance of celebrity endorsement as a brand or company promoting tool has been established and it is safe to claim that, if utilised appropriately, celebrity endorsement advertising plans can serve better to create a desire among consumers to buy a brand as compared to non-celebrity advertising.
Alternate Hypothesis: There is impact of celebrity endorsement on rural consumers. The null hypothesis indicates that there is no impact of celebrity endorsement on rural consumers, to test this hypothesis one-sample t-test is used, and as per the Table 4 the significance value is .000 which is significant at 5% level of significance.
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