CELEBRITY ENDORSEMENT AND CONSUMER BEHAVIOR RESEARCH 2022

RESEARCH PROPOSAL Topic: Impact of Celebrity endorsement on consumer buying behavior. Assessment brief • Find a business problem (preferably in your discipline area) that requires research to better understand and solve. ( topic chosen as mentioned above) • Analyse the problem and develop propositions/hypotheses that need to be examined to address the problem • Evaluate a range of research methods and choose the approach that is best suited to the situation and justify your rationale • Outline your research process and how this will enable you to answer your propositions/hypotheses • Your report should demonstrate the importance of rigorous research and its application to industry Structure 1. Introduction • Define the problem and its scope. You should also include its relevance to industry • Describe your research question/s and objectives 2. Literature review • Summarize the key themes relevant to the research.

RUNNING HEAD: CELEBRITY ENDORSEMENT AND CONSUMER BEHAVIOR 0
CELEBRITY ENDORSEMENT AND CONSUMER BUYING BEHAVIOR

CELEBRITY ENDORSEMENT AND CONSUMER BEHAVIOR 1
Table of Contents
Introduction......................................................................................................................................2
Research problem........................................................................................................................2
Scope............................................................................................................................................2
Research Objectives.....................................................................................................................2
Research Questions......................................................................................................................2
Literature review..............................................................................................................................3
Celebrity endorsement theories.......................................................................................................5
Attractiveness source theory........................................................................................................5
Credibility source theory.............................................................................................................6
Theory of Dual entertainment......................................................................................................6
Variables..........................................................................................................................................6
Independent variables..................................................................................................................6
Dependent variables.....................................................................................................................6
Hypothesis.......................................................................................................................................6
Null Hypothesis...........................................................................................................................6
Alternate Hypothesis...................................................................................................................6
Research strategy.............................................................................................................................7
Research procedure..........................................................................................................................7
Data collection method....................................................................................................................7
Timeline...........................................................................................................................................8
Contribution.................................................................................................................................8
FMCG industry perspective.........................................................................................................8
Academic perspective..................................................................................................................8
Conclusion.......................................................................................................................................8
References......................................................................................................................................10

CELEBRITY ENDORSEMENT AND CONSUMER BEHAVIOR 2
Introduction
Celebrity endorsement is the type of marketing strategy which is used by the companies with the
involvement of celebrities to promote their product and services (Bergkvist, Hjalmarson and
Mägi 2016). It is considered significant because it helps in increasing the status of the company
as well as encourages large number of customers to buy product and services of the organization
(Vien, Yun and Fai 2017). The current analysis is led to discover the effect of celebrity
endorsement on the purchasing conduct of the buyer. This topic is chosen on the grounds that the
purchasing conduct of the buyer changes according to their needs and requirements.
Research problem
The research problem in this study includes the impact of celebrity endorsement on the buying
behavior of the consumer in the Fast-moving consumer goods (FMCG) industry.
Scope
 The Research is constrained in investigating celebrity endorsement influence on buying
attitude of the customers.
 The scope is limited in “FMCG” industry
Research Objectives
 To understand the theory regarding the celebrity endorsement
 To indentify the importance of celebrity endorsement in “FMCG” industry
 To investigate the effect celebrity endorsement have on the purchasing behavior of
purchaser in “FMCG” industry.
Research Questions
 What is the theory of celebrity endorsement?
 Why celebrity endorsement is considered significant in “FMCG” industry?
 What influence celebrity endorsement has on buyer purchasing intension in “FMCG”
industry?

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Literature review
Nasir et al conducted the study to investigate the changes in the attitudes of consumer because of
celebrity endorsement (Nasir, et al. 2016). Researchers focus on the variables which are taken by
focusing on the performance of the brand which includes image of brand, awareness among the
customers. The study was conducted in the FMCG industry in Pakistan, data collection is done
from the 350 customers through the survey. Therefore for analyzing the data researcher used the
regression method for finding the association between both of them. From the analysis, the
researcher finds that the celebrity endorsing is important and it changes the mind of the customer
about buying a particular product. Researchers also find that major dimension is the performance
of brand is considered important in changing the intension of buyers. Pokharel and Pradhan aim
is to understand the celebrity endorsement influence in changing customer buying decision in the
FMCG sector (Pokharel and Pradhan 2017). Researchers conducted the study to provide in depth
knowledge about the attributes of the celebrities which includes expertise, popularity as well as
attractiveness on the buying intention of all the customers which lives in Kathmandu. The data
was collected from 150 consumers through the questionnaire. Through analyzing the data
researchers find that the influence between the both is positive as well as the brand image is
considered the major factor in changing the buying attitude of the customers for FMCG
companies.
Anosh and Hamad conducted the study to know the importance of celebrity endorsement in the
FMCG sector and to investigate their impact on the consumer’s attitudes and purchasing
intension (Anosh and Hamad 2015). The data collection was done by adopting the secondary
approach that is through reviewing various previous articles. From the analysis the researchers
find that celebrity endorsement is considered significant for the companies because it helps in
promoting the products to the target consumer. Researchers also finds that consumer attitudes
changes by the celebrity endorsement but some of the variables are still there which affects the
consumer in negative manner which includes ethics, tradition, buying habit etc. Dissanayake and
Weerasiri objective of the study is to examine the efficiency of celebrity endorsement on the
purchasing decision of the consumers as well as development of brand (Dissanayake and
Weerasiri 2017). The data collection was done by using the secondary methodology that is b
reviewing the articles, collecting information from the magazines. Therefore, by analyzing the
data researchers finds that attractiveness as well as trustworthiness affects the development and

CELEBRITY ENDORSEMENT AND CONSUMER BEHAVIOR 4
personality of brand. Researchers also demonstrate that this celebrity endorsement impacted
positively.
According to Kaushik and Baliyan nowadays explosion of the information through media by the
celebrities is important to provide awareness among the customer (Kaushik and Baliyan 2017).
The present study is conducted to know the celebrity and non-celebrity endorsement affects in
buying conduct of purchaser. Researchers gathered the data from reviewing the articles
regarding the perception of consumers. From the analysis the researchers finds that non-celebrity
endorsement have greater influence on consumer as compared to celebrity endorsement. Mac-
Kingsley and Kalu objective is to know the association among the aspects of celebrity
endorsement, loyalty towards brands and perception as well as consumer buying decision of soft
drink products in the Nigerian Tertiary Institutions (Mac-Kingsley and Kalu 2016). The data was
collected from the 435 consumers; in this study researchers used the quantitative approach.
Therefore for analyzing researchers used the descriptive statistics and regression analysis. From
the analysis the researchers finds that the decision regarding the purchasing of product in the
Nigerian Tertiary Institutions is base on the superior aspects. It also has limitation which
includes that the generalization of the study is in limited area.
Adam and Khan conducted the study is understand the costumers decision regarding the buying
of product in relation with efficient celebrity endorse in Pakistan, FMCG industry. Researchers
also created the variable and conduct the research about the affect of celebrity endorsement
towards consumer (Adam and Khan 2017). The data was collected from the 200 respondents in
which all youngsters, men, women all are included, analysis is done by SPSS and regression.
Though analyzing the data, researchers find that it has high positive effects of the celebrity
endorsing in consumers intensity of buying in Pakistan. Researchers also find that characteristics
of the celebrity have strong influence on the subject matter and demonstrate that investigating the
behavior is become important in present condition because it helps the organization in FMCG
industry to increase the profit as well as to sustain in the competitive environment. It is due to the
more of the competition because of more of the companies sell similar type of products. Sir
conducts the study for examining the changing interest of the buying because of celebrity
endorsement in the FMCG sector (Sir 2018). Therefore researcher demonstrates various
attributes which change the interest of the consumer which includes trustworthiness, likeability.

CELEBRITY ENDORSEMENT AND CONSUMER BEHAVIOR 5
Researcher gathered the data from reviewing various articles that is gathering the data from the
earlier studies which is already made on the subject matter. Through analyzing the data
researcher finds that these trustworthiness, likeability approach leads high influence on the
purchasing judgment of the consumer that is trustworthiness of the celebrity as well as likeability
of the campaign in FMCG sector has strong influence.
Abd Aziz, Omar and Ariffin conducted the study to investigate the influence of celebrity
endorsing in changing behavior of consumer. Researchers conducted the study in FMCG sector
mainly for the beauty products in Malaysia (Aziz, Omar and Ariffin 2019). In this study
researchers used both qualitative and quantitative method that is in qualitative approach data is
gathered by reviewing the articles and in quantitative gathering of data is done through taking
survey from the 17-36 year old consumer. From the analysis, the researchers finds that
credibility, attractiveness is the main aspect of the celebrity endorsement which affects the
purchasing decision of women in beauty products. Dhaka and Bdgujar nature of the study is
descriptive which is conducted to find the celebrity endorse impact on the students and the
importance of this campaign in FMCG industry (Dhaka and Bdgujar 2017). Researchers
collected the data from 150 costumers through the survey and information is also collected
through websites, books and journals. From the analysis, the researchers find that celebrity
endorsement is considered significant because it helps in increasing the status of the company
and aware the customer about the product and services of organization. Researchers also find
that students within the age group of 18-21 influenced by the celebrity endorsements in terms of
style, slogan, image, beauty and popularity.
Celebrity endorsement theories
Attractiveness source theory
This theory related to the awareness, likeability as well as familiarity of the celebrity to the
purchaser. This is considered the favoritism of the consumer on the basis of their attractiveness,
therefore it influence the behavior of the consumer regarding their purchase decision about the
product (Hani, Marwan and Andre 2018).

CELEBRITY ENDORSEMENT AND CONSUMER BEHAVIOR 6
Credibility source theory
This theory is related to the trust, believe as well as communicating the message, it is considered
the how the message is conveyed to the consumer. It is based on three aspects which are ethos
which defines credibility, pathos which defines trust, emotions and logos which deals with logic
(Ayeh 2015).
Theory of Dual entertainment
This theory is based on the motives as well as attitudes of celebrity which influence the behavior
of the consumer. Therefore this theory includes the role, character as well as popularity of the
celebrity profession. It also affects the buying decision of the consumer in purchasing the
particular goods and services (Paul and Bhakar 2018).
Variables
From the above theories various variables impact the buying behavior of customer
Independent variables
 Trustworthiness
 Attractiveness
 Popularity
 Credibility
Dependent variables
Effect of celebrity endorsement on the buying behavior of customer in “FMCG” industry
Hypothesis
Null Hypothesis
There is no significant impact regarding the variables of celebrity endorsement on the consumer
decision regarding the buying of product in FMCG industry.
Alternate Hypothesis
There is significant impact regarding the variables of celebrity endorsement on the consumer
decision regarding the buying of product in FMCG industry.

CELEBRITY ENDORSEMENT AND CONSUMER BEHAVIOR 7
Research strategy
It is considered the plans, procedure as well as structure which define how the overall study is
conducted. Therefore it provides guidance to the research which helps in examining the data
collection methods, research approach as well as philosophy based on the study (Schwartz, et al.
2016). In this study researchers review various articles regarding the nature and attitude of
costumer and role of celebrity endorsing. In this study various variables are indentified which
influence the nature and attitudes of the consumer in buying the specific product as well as
services. The hypothesis is also developed to find that whether there is connection among both
celebrity endorsement as well as attitude of buyer in the FMCG industry. Therefore variables
were defined through the theories of celebrity endorsement which provide the accurate and exact
information about the aspects which alter the behavior of the consumer at large extent.
Research procedure
It is defined the process of research which helps in conducting the study in sequential steps, it
provide the information about the research philosophy, approach, design used in the study to
make the study efficien (Dahlberg and Dahlberg 2019)t. In this study interpretivism philosophy
of research is adopted by the researcher because this philosophy helps in providing the accurate
information about the changing behavior of the consumer and the variables which helps in
influencing the behavior of consumer. The research also used the inductive approach of research,
through which research gets the quality and well-defined information about the consumers of
FMCG industry and how their preference changes about the particular product. Therefore for
achieving the objective research followed the exploratory research design, these support
researchers in getting the key points regarding celebrity endorsement.
Data collection method
It refers to the method of gathering the information about the subject matter, it is considered
significant step in the research because it provide the information about various factors and
aspects which are important for the study (Sutton and Austin 2015). In this study, researchers
used the secondary method that is data is collected by the websites, journals. Through, this
researcher gets the data about the theories of celebrity endorsement, which helps the researcher
in getting the variables which highly influenced the behavior of the consumer. Researchers

CELEBRITY ENDORSEMENT AND CONSUMER BEHAVIOR 8
reviewed various journals which provide the information about the celebrity endorsing influence
and their effect on buyer attitude in FMCG industry. From the study, researchers find that there
is positive impact on the purchasing decision of the consumer.
Timeline
Contribution
FMCG industry perspective
This research helps FMCG industry in developing the policies as well as making the decision
about advertising the product. Therefore study support the industry by proving the information
about the variables that is attractiveness, trustworthiness in developing the policies about
promoting the product with the involvement of celebrities.
Academic perspective
This study also helps in academic purpose by increasing the knowledge about the concept and
importance of celebrity endorsement. This also supports to get the accurate and exact
information about the relationship among the celebrity endorsing and buyers decision in FMCG
industry.
Conclusion
From the above it is, conclude that organizations use the celebrity endorsing strategy to promote
their product and services because it helps in gaining competitive advantage. The research is
conducted for finding the role of celebrity endorsement s well as to understand their concern in

CELEBRITY ENDORSEMENT AND CONSUMER BEHAVIOR 9
the buying intension of customers. The data is collected by using the secondary method which
helps in defining the variables. Therefore this study demonstrates that there are positive
association between celebrity endorsement and buying attitudes of purchaser. There are various
aspects which influence the behavior of purchaser which includes trustworthiness, attractiveness
as well as popularity.
References

CELEBRITY ENDORSEMENT AND CONSUMER BEHAVIOR 10
Adam, Muhammad Amir, and Farah Sultan Khan. "Empirical study of consumer buying
behavior towards international brands in FMCG sector of Pakistan." International Journal of
Business and Management Review 4, no. 1 (2017): 1-29.
Anosh, Muhammad, and Naqvi Hamad. "Client Sensitivity about Celebrity Endorsement: A
Study of FMCG Trademarks." Int J Econ and Manage 4, no. 238 (2015): 2-10.
Ayeh, Julian K. "Travellers’ acceptance of consumer-generated media: An integrated model of
technology acceptance and source credibility theories." Computers in Human Behavior 48, no. 2
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Aziz, Zarith Delaila Abd, Muhamad Khalil Omar, and Shahira Ariffin. "The Effects of Celebrity
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Ciencias Sociales y Humanidades 4, no. 17 (2019): 198-206.
Bergkvist, Lars, Hanna Hjalmarson, and Anne W. Mägi. "A new model of how celebrity
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endorsement effects." International Journal of Advertising 35, no. 2 (2016): 171-184.
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Hani, Safi, Azouri Marwan, and Azouri Andre. "The effect of celebrity endorsement on
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