(PDF) A Case Study on Gucci

“TO ASSESS THE INFLUENCE OF CELEBRITY
ENDORSEMENT ON THE BUYING DECISION OF
FASHION PRODUCTS: CASE STUDY OF GUCCI”

Table of Contents
TITLE OF DISSERTATION...........................................................................................................1
CHAPTER 1 – INTRODUCTION .................................................................................................1
1.1 Background of the study ..................................................................................................1
1.2 Research propose .............................................................................................................2
Chapter 1: Introduction ...................................................................................................................4
Chapter 2 - Literature review ..........................................................................................................5
Concept of Celebrity Endorsement........................................................................................5
Challenges on celebrity endorsement.....................................................................................7
Significance and terminology of celebrity endorsement........................................................7
Chapter 3 - Research Methodology ..............................................................................................11
Chapter 4 : Data examination........................................................................................................16
Research questionnaire ........................................................................................................18
Recommendation...........................................................................................................................32
Conclusion ....................................................................................................................................34
References .....................................................................................................................................35
APPENDIX 1.................................................................................................................................38
Questionnaire........................................................................................................................38

TITLE OF DISSERTATION
“Impact of celebrity endorsement on buying decision of fashion product” - A case study on
Gucci
CHAPTER 1 – INTRODUCTION
1.1 Background of the study
A celebrity endorsement is a medium of brand communication in which a popular
celebrity act as the spokesperson of a brand and certifies the brand's position as well as claim by
increasing his or her popularity, personality, expertise in the field to a brand or stature in the
society. Marketers are using the concept of celebrity endorsement since a long time, and
presently it has become a common activity or function for each and every organization in order
to promote their products or services. In 1854, Queen Victoria endorsed Cadbury's print ads by
lending her face, and in the 1880's, image of Pope Leo XII was used for the ad of Mariani Wine.
In straightforward words, one might say that celebrity's advertisement or Celebrity endorsement
is marketing methodology and sort of notice crusade that is utilized by association, mark and
non-benefit association under which they include celebrity and well famous individual with a
specific end goal to advance and promote product and administrations of association in the
market. In this advertising methodology, understood and famous individual and celebrity utilizes
their distinction and presence to help to organization in advancing product and administrations in
the market. This promoting methodology is generally utilized by excellence brands. The real
significance of celebrities endorsement in the association setting is identified with fabricate mark
value as organization can ready to create mark value with help of Celebrity endorsement. Be that
as it may, non-benefit association additionally utilizes celebrity endorsement for advancing and
commercial product and administrations since celebrity have ability of mass correspondence
through which they can pull in individuals and pick up their consideration toward mark.
Buyer conduct and decision is exceptionally delicate as its may influence by a few
segments like demo-graphical, topographical, social, situational, individual and so on (Johnson,
2017). It is imperative for association to comprehend the real request, taste, prerequisite of client
with respect to product and administrations through which firm can satisfy their necessity.
Celebrity endorsement and publicity is exceptionally compelling to pull in and impact client
choice and decision at the season of obtaining product and administrations. Today's community
or people are highly excited or attracted towards celebrity, this has led to a situation that most of
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the brands are using celebrities to promote their products and services. The major reason for the
trend of using celebrity endorsement is that people are greatly influenced by celebrities or
illustration about celebrities from the media giving entertainment function to them. In order to
increase sales, brand identity, brand recognition, brand value and profitability most of the brands
are using celebrity endorsement. Gucci is a leading brand operating its business in almost every
country, in order to promote its products and attract more customers it is also engaged in
celebrity endorsement. The celebrity endorsement function greatly influence purchasing decision
of customers,
1.2 Research propose
Aim – “To assess the influence of celebrity endorsement on the buying decision of fashion
products: Case study of Gucci”
Objectives -
 To understand the meaning of celebrity endorsement
 To analyse the influence of celebrity endorsement on consumer decision making of
fashion products.
 To identify the significance of celebrity endorsement in respect to Gucci.
Research questions -
1. What is the impact of celebrity endorsement on purchasing decision of fashion product?
2. What is the impact of celebrity endorsement of sales of Gucci?
Rational
Celebrity endorsement is extremely fascinating subject with regards to the organisational context
in the present time, many associations are utilizing this marketing methodology advertisement
competition for publicizing their items and administrations in the market. Celebrity endorsement
is a form of brand or advertisement campaign that involves a well-known person using his/her
fame help to promote a product and service in the market. With the help of television, social
media, internet, newspaper, magazines, poster, bill boards etc. celebrity promote product and
services in order to attract customer. At the time of selecting a research theme, a few variables
influence the researcher in his or her choice. One significant explanation behind choosing this
examination point is investigator has immense plan and interest in the method of celebrity
endorsement. With help of this investigation, researcher simply needs to decide the significance
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of celebrity endorsement in the customer request and basic leadership process with regard to
product and administrations. Moreover, great information of the subject has another reason that
impact investigator to choose the proposed inquire about theme.
Significance of study
In the momentum examine analysis, the significant point is to analyse the significance of
celebrity endorsement to purchaser requests and its effect upon customer's decision making
process. With help of this examination, researcher can obtain the learning about the present
marketing patterns and battle which is utilized by association to draw in huge number of clients.
The real significance of celebrity endorsement in the association setting is identified with
fabricate mark value as organization can ready to create mark value with help of celebrities
endorsement. This consideration gives information and comprehension about the significance of
celebrities endorsement and its effect upon the customer basic leadership and decision with
regard to product and administrations. This examination can pertinent in each one of those
associations which is utilized celebrity endorsement for deals and advance its product and
administrations.
Framework and Analysis
This is considered as most essential point in the entire composition that support the
inspector in recognizing the criteria to lead the examination. In the present research analysis,
researcher will apply the illustrative research get ready for coordinate the examination in the
most basic perspective. Moreover, Researcher will apply quantitative research techniques for
recognizing the various impact of celebrity endorsement on sales and performance of Gucci. In
this present examination, researcher will apply fundamental data gathering under which study
will coordinate 20 customers of Gucci. The huge focus of the examination is to accumulate the
information about the impact of celebrity endorsement on purchasing decision of customers.
Investigator will take the assistance of various models, theories and thought regarding the subject
that help with analysing the information.
Chapter structure
Remembering the ultimate objective to accomplish the postulation, researcher need to take after
an organized structure. This structure of theory are according to the research methodologies
applied within the research report. Each and every sections or part of the report is essential for
obtain the best outcomes or results with respect to the subject of the research.
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Chapter 1: Introduction
It will introduce the area in which Researcher will give outline about the importance and
noteworthiness of the client steadfastness card program in the proposal. With help of the
introduction part, Researcher can give the diagram about the proposed study and its diverse
perspectives, for instance, reason, importance, guideline objective, point, ask about request and
so on.
Chapter 2: Literature review
This is another fundamental segment that gives the detail perception and finding out
about the examination subject. In this section, a couple of sorts of subjects can made by the
objective of research topic.
Chapter 3: Research Methodology
This is one more of the critical part that depicts distinctive gadgets and techniques that
can used by the researcher in keeping an eye on the right course of action of the investigation
issue. With help of this segment, Researcher can associated a couple of techniques for achieving
the most ideal plan and effective outcome of the issue. In the present research examine,
researcher will apply quantitative procedure nearby basic data gathering.
Chapter 4: Data examination
In this part, investigator will study and research the information remembering the
ultimate objective to show information in such path so as real course of action can be done
without a lot of a stretch turn out. With help of this area, investigator would translator have the
capacity to and inspect the information for achieve the objective.
Section 5: Conclusion and proposition
This is one more of the part that help with completing the information. It is a last bit of
the paper in which investigator can gather the examination and give essential proposal related to
the subject.
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Chapter 2 - Literature review
Concept of Celebrity Endorsement
A celebrity endorser is a person who enjoys public recognition and who utilises this
recognition on behalf of a consumer good or services by giving an appearance with it within an
advertisement. Endorsement is a medium of brand interaction in which a celebrity is acting as the
spokesperson for a brand and certifies brand's claim as well as position by extending their
personality, status, popularity in the community or expertise in the area to the brand. The
celebrity appearance is achieving high influence and value in the society, therefore marketing
departments of companies focus on using endorsement as a priority in their marketing functions
of promoting good and services in the market. Associative learning theory states that, celebrity
endorsements affects brand image through a transfer of significant from endorser to brand.
Communication activities develop a pattern of connectivity between the image of the brand and
celebrity. In order to attract customers the brands and organisations focus on various attributes or
characteristics of a celebrity which can be link with the products or services provided by the
brand. There are various kinds of attributes within a celebrity which are considered while
endorsing a brand through them such as -
Perceived personal attributes – The various roles such as likeability, attractiveness, expertise and
trustworthiness have been analysed within the field on celebrity endorsement. Likeability refers
to the affection that individuals have towards to a celebrity with regards to his or her physical
appearance or behaviour. Higher likeability is linked with the major effectiveness on the basis of
strength of the message or information. There is no difference between high likeability and low
likeability of a celebrity to the influence of a brand's image but presents an essential
communication between likeability and involvement within which it increases the image of the
brand in the situation of low involvement.
The physically attractive individuals according to the social psychology research are very
successful to change the beliefs that people have compared to those who are no more attractive.
In the case of celebrity endorsement, various studies and researchers have discovered that the
celebrity endorser's attractiveness is related to the category of a particular given goods or
services. According to Chung and Cho (2017), celebrities meant to be very attractive in
generating a highly essential positive brand image. Trustworthiness and expertise are the sub-
divisions in the basic development of credibility. Trustworthiness refers to the willingness to
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offer specific affirmations while expertise consists the capability of an individual to create
assertions that are legal or valid. In field of celebrity endorsement, empirical studies present
strong evidence on the impact on credibility together with its sub-dimensions on the brand's
image. Stern, Munyon and Davis(2017) provide evidence on the positive effect of the
interactions and trustworthiness of the concept with argument capability the product or service
attains. It means that weak arguments linked to a brand are in the advertising copy, the impact is
highly pronounced in comparison to a strong evidence related to a brand.
The customers are generally purchasing products or services for their personal use and
consumptions such as for domestic purposes, private purposes or to gift. This can be states as
'End users'. Fath and et.al.,(2017) stated that the major step within the consumers decision
making process is the arousal of need in relation to the psychology or emotions. This occurs
when a customer or individual feels a difference between what they perceive to be the good
versus the real condition or state of affairs. In order to fulfil or satisfy the needs and desires
individuals search for the best product among many options available in the market. The wide
range of options within a market make it difficult for a customer to make a purchasing decision.
In this situation there are two option or stages available for the customers, information searching
and evaluation of the products and services. There is one more factor that influence an individual
to make a purchasing decision or buy a product known as Motivation. According to Wang and
Scheinbaum (2018) Motivation develops when the need or desire of an individual to consume a
product or service. The promotional strategies of an organisation such as Gucci should be aware
of the fact that it may affect the motivation factor within an individual. Furthermore, this
motivation can be enhanced by using effective strategies of marketing such as Celebrity
endorsement. Customers nowadays are highly attracted towards television, media and celebrities,
therefore companies or brands can make use of this technique to motivate an individual to buy a
product or service. The celebrities are effective creation appeal within the market with regards to
a product or service that influence customers to make a purchasing decision.
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Challenges on celebrity endorsement
There are various challenges to celebrity endorsement which influence organization's
decision to adopt it or not. There are various negative impact of celebrity endorsement such as
the phrase “ Lazy advertisement” which is generally used in addressing high utilization of
commencement in endorsing a brand. This raises a question on the proper validation of celebrity
endorsement as an important function of marketing communication. Some researchers have
observed that using celebrities for promotion may become an unnecessary risk, else for position
when there are effective connections among the endorser and products. The celebrity endorses
can become a liability to the product endorsed by them (Carvalho and Azevedo, 2018).The
Negative information and publicity related to the celebrity develops one of the risk in the
utilization of stars endorses. When the celebrity is linked with a brand then negative publicity
may affect the products or services they endorse. Various companies have faced different kind of
consequences of celebrity misconducts which develop negative publicity marketing. For example
– the Pepsi company suffered negative publicity for its brand due to three celebrities such as
Madonna, Michael Jackson and Mike Tyson. Further, the company hesitate in using celebrities
for endorsing their products due to the fact that brands can not predict future behaviour of the
celebrities. Brand endorsement culture has vastly become ordinary in present world due to the
interest of celebrities for earning money by endorsing various range of products and services.
Another common happening connected to celebrity endorsement is over exposure that results due
to intensely competing brands and enhanced recognition of the similar endorses. Another
challenge or issue arising nowadays defined by the markets as celebrity credibility or celebrity
trap. Celebrity creditably refers to the skeptics created by the customers with regards to the
celebrities which highly influence the brand mainly when any negative problem is connected wit
the celebrity. Ford (2018) recommend the reducing returns as being connected to the celebrities
which are endorsing a product to service of any brand. Many a times' customer loses focus on a
product or service as well as information related to them due to the interest in celebrity, it
develops a major issue for the brands to promote the qualities of the good or services they need
to advertise.
Significance and terminology of celebrity endorsement
As per the perspective of Min and et.al, (2017), Celebrities are those individuals who
have understood by the expansive quantities of individuals. These sorts of individual have
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remarkable highlights, expertise and capacity like attraction, regular way of life that are nor
ordinarily exploratory in like manner individuals. They are not quite the same as the average
citizens because of which other and typical individuals get affected by them. Celebrity
endorsement is a type of brand or commercial crusade that includes a notable individual utilizing
their acclaim to advance a product and administration in the market. Celebrity endorsement or
celebrities endorsement is marketing procedure and sort of commercial crusade that is utilized by
association, mark and non-benefit association under which they include celebrities and well
famous individual to advance and publicize product and administrations of association in the
market. This promoting technique is generally utilized by design or excellence brands. Be that as
it may, non-benefit association likewise utilizes Celebrity endorsement for advancing and
promotion product and administrations since celebrities have expertise of mass correspondence
through which they can draw in individuals and pick up their consideration toward mark. The
reason for this examination was to explore effect of physical allure, source validity of the
endorser and big name on shopper's mentality towards mark, printed notice, acquired aims of the
items embraced or advanced. In spite of all the restriction recognized in the undertaking the
examination reasoned that superstar underwriting is an imperative territory in promoting or
publicizing that requires brief examination. In the present time, advancing examples is
completely changed as diverge from the previous one. Organisation uses the latest techniques
and systems of displaying to attract broad amounts of customers like electronic means, online
advertising, innovative marketing and so on.
According to the perspective of Abbas and et.al, (2018), in the present time celebrity
endorsement turn into the multimillion ventures on the planet. A considerable lot of the
association utilizes the celebrity implementation keeping in mind the end goal to advance and
promote its product and administrations in the market. Association embraced celebrities with
their items and brands in the commercial to improve their deals and benefit. With help of this
promoting methodology and battle association can impact clients and changes their observation
and perspectives with regard to their brands. Celebrities embraces portrayed a powerful method
for exchanging significance to mark. In the conclusion of Chan, Lee and Wong(2018), with
regards to association Celebrity endorsement assumes an exceptionally essential part by which
firm can without much of a stretch advance and promote its product and administrations in the
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market and pick up client consideration. While any celebrities and most famous individual utilize
their acclaim to present product and administrations then client would more be able to impact.
In the assessment of Yang (2017), a considerable lot of the clients take after famous people
propensities, dressing sense, capacity, information, conduct, state of mind and so on in their life
since Celebrities are excessively well known. Aside from that their highlights and expertise is by
and large not the same as the typical individuals. In the supposition of Gupta, Kishor and Verma
(2017), the real significance of celebrity endorsement in the association setting is identified with
assemble mark value as organization can ready to create mark value with help of Celebrity
endorsement. Brand value is marketing term that portrays a brand esteem. With help of
celebrities endorsement marketing procedure, association can enhance mark esteem promotion
mark value. Aside from that, celebrity endorsement helps to firm in creating effective brand
celebrity in the market. While association enlists celebrities keeping in mind the end goal to
advance brand then it might straightforwardly influence the deals and gainfulness of business
element. It is imperative to choose great celebrities since choice of celebrities is
straightforwardly influenced the brand celebrity in the market. Promoter required to choose big
names who display the celebrity and guarantee of their image.
Impact of celebrity endorsement in consumer decision making process
As indicated by the perspective of Wang, Kao and Ngamsiriudom (2017) celebrity
endorsement is vital marketing system and promoting effort in the business undertaking by
which association can without much of a stretch impact to client for buy the product and
administrations. While any acclaimed and most mainstream celebrity advances organization
product and administrations then client can impact toward it. Celebrities in the promoting
construct mark mindfulness in the association. In the assessment of Arshad and et.al., (2017)
expressed that shopper basic leadership process can impact in huge way by the celebrity
endorsement in light of the fact that customer most jump at the chance to buy that product and
administrations which is publicized by their most loved celebrity. Likewise, individuals have
diverse discernment with regard to various celebrities which can influence their choice of
acquiring. While they buy something in the market then their psyche can impact toward that
brand which is publicized by prevalent celebrity. With help of celebrity endorsement, association
can make believability and alleviating the celebrity with negative or low image. With help of
celebrity endorsement promoting technique, association can enhance mark esteem advertisement
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mark value. Aside from that, celebrity endorsement helps to firm in creating effective brand
image in the market. This marketing system is typically utilized by excellence brands. In any
case, non-benefit association likewise utilizes celebrities endorsement for advancing and ad
product and administrations since celebrities have expertise of mass correspondence through
which they can draw in individuals and pick up their consideration toward mark (Mishra and
Mali, 2017).
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Chapter 3 - Research Methodology
Research approach is one of the critical angle through which look into study can lead in
more viable and proficient way. It is a procedure of gathering, breaking down, evaluating
promotion translating data for getting the correct arrangement of research issue. Recalling a
definitive target to do the investigation, it is real that every method, frameworks and systems
ought to be used and considered with the target that examination can be driven in correct way. It
is essential to use all the examination approaches viably and competently so research can be
facilitated and clients can understand the exploration study or data. There are a few systems of
research procedure, for example, look into approach, inquire about methods of insight,
investigate strategies, information examination, explore configuration, inspecting and so on. In
the ebb and flow inquire about investigation the real point is to dissect the significance of
celebrity endorsement to buyer requests and its effect upon purchaser basic leadership process.
For achieve this target, investigator will apply following strategies which are talked about
beneath Research Philosophies - Research Philosophies is considered as the conviction of
researcher with respect to that how information will be gathered, inspected and broke
down. Logic is considered as that marvel of the topic which investigator helps in tending
to the correct arrangement in the correct way. There are significant two sorts of research
methods of insight that are interpritivism and positivism with regards to positivism look
into logic, investigator can ready to think about the targets of the examination. Positivism
inquire about theory helps researcher in gathering imperative data which has been
gathered from perception. Then again in the interpretivism examine theory, hypotheses,
models, ideas can be used by researcher for discover proper arrangement of research
issue. With help of this exploration logic investigator can ready to lead the examination
in more straightforward way and discover fitting arrangement by applying a few
hypotheses, models, ideas and so on. In the momentum inquire about examination the
real goal of researcher is to break down the significance of celebrity support to purchaser
requests and its effect upon customer basic leadership process. For achieve this target,
investigator will apply positivism investigate logic. With help of this technique,
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researcher can increase successful learning about Celebrity endorsement and its effect
upon client request and basic leadership with deference of Gucci. Research Approaches - It is one of the significant technique in the examination strategy
that helps to researcher in dissecting the sources which help in creating information and
nature of the investigation. It helps to researcher in finding the false realities from the
specific research title. It enables researcher to decide the correct arrangements of the
exploration question either by utilizing any hypothesis and speculation. There are real
two sorts of research approach that is inductive and deductive. In the exploration think
about, while there is nearness of research question then researcher will apply inductive
research. Then again while there is necessity to utilize theory to address look into issue
the deductive approach will apply in the examination. In the decline and flow inquire
about examination, keeping in mind the end goal to investigate the significance of
celebrities endorsement to customer requests and its effect upon buyer basic leadership
process researcher will apply deductive research approach. With help of this deductive
research approach, researcher can without much of a stretch get the detail information
about subject and discover the best elective arrangement (Gupta, Kishor and Verma,
2017).
 Research Technique - This is a stand-out amongst the most important strategy in look
into philosophy that serves to investigator in getting right path for direct examination. By
help of this technique, researcher conducts examination in right way and discover
arrangement in more compelling way. In a general term, look into system is a technique
for gathering, breaking down and translating data about the subject for acquiring viable
arrangement. Qualitative and quantitative real two techniques for inquire about system.
Qualitative research system have significant point is to consider upon the different
hypotheses, models and idea with regard to the subject through which remedy data can
get in viable and proficient way. This is suitable research procedure to distinguish and
decide the subjective thought of the exploration theme. Then again in the quantitative
research procedure, researcher utilizes factual and scientific method for gathering and
breaking down data about the subject. In the momentum inquire about investigation,
researcher will apply quantitative research method through which right data can be
gathered in the correct way (Prentice and Zhang, 2017).
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 Data collection - This is one of the essential part in the examination technique that serves
to investigator in gathering data about the subject. It is a procedure under which
investigator can gather data from essential and optional sources. Both these procedure
helps in gathering data that could use in identifying with complete the exploration. In the
ebb and flow examine consider, researcher will apply essential information gathering
under which researcher will lead review of 20 clients of Gucci.
 Sampling - Sampling is considered as a procedure in which a couple of tests are being
taken from an enormous measure of individuals keeping in mind the end goal to collect a
productive arrangement of information and data that can help in influencing the
exploration to be more effective. Sampling can be additionally grouped in different kinds,
for example, straightforward arbitrary examining (SRS), bunch inspecting, stratified
testing, methodical inspecting and the multi-stage examining. In this exploration, the
researcher will make utilization of the basic arbitrary examining in light of the fact that
by along these lines, the researcher can have the capacity to take a couple of tests from
the representatives of Gucci. Sampling is another imperative strategy which serves to
researcher in select some gathering of individuals from whole populace. Researcher will
choose 20 clients of Gucci with a specific end goal to investigate the significance of
celebrity endorsement to customer requests and its effect upon shopper basic leadership
process.
 Research limitation - Research limitations are considered as the variables that eventually
of the examination may go about as boundary or test in the exploration (Fitzgerald and
Welch, 2014). Some exceptionally basic cases of this can be considered as the way that if
the researcher imagines that putting some more exertion and time in the examination can
help in making the exploration more compelling, all things considered, the researcher
may need to guarantee that for expanding the season of the exploration, there are some
different factors too that must be required too, for example, cost and assets. Along these
lines, if around then, there is inaccessibility of cost or the required assets, at that point all
things considered, these variables can go about as obstructions and can upset the entire
research. Along these lines, the researcher ought to guarantee the reality to finish the
examination in the given due date just with the goal that no such factor may go about as a
test or obstruction. This will help in understanding the effect of celebrity endorsement on
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customer's decision making process with regards to Gucci. Research constraints are the
impediments that looked by researcher amid the exploration ponder. In the present
research venture, there are some confinement which are expected by researcher that are
specified underneath:
1. Resistance of members: Researcher foreseen that members of this exploration study will
oppose partaking. This can turn into a restriction to the examination think about.
2. Information accumulation and examination: researcher could confront challenges in
gathering of information as it has been foreseen by him that members won't fill the poll
totally and this could influence the investigation part.
3. Time Restriction: The constraint of time can influences the adequacy of research.
Researcher accepted that members of the examination won't present upon the arrival of
overview and which increment the season of research study (Nikolic, 2017).
 Ethical Consideration - So as to improve the viability of the examination ponder, it is
basic and vital for researcher to lead look into in moral way. Moral thought are standards
and qualities which must be trailed by analyst. In this examination contemplate, analyst
will guarantee that members of the investigation has been completely educated about the
intention of study. Besides, researcher will keep up their obscurity and privacy. No such
inquiries would be asked from them that influences the mystery of the association.
ACTIVITY/WEEK 1 2 3 4 5 6 7 8 9 10 11
Determine the research proposal
aim and objective
Design the rationale of the research
study
Construct research scope and
significance
Focus on the research methodology
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Application of research
methodology
Design questionnaire according to
research aim, objective and
questions
Conduct investigation by use of
survey
Collect the information from the
survey
Interpretation and analysis of the
collected information in the survey
Apply thematic analysis technique
Arrangement of gathered
information in a chronological
order.
Conclude the result and outcome of
the investigation
At the end, recommendation and
suggestion can be provided by
scholar
Design presentation of the finding
Submission of the investigation
study
Modification as per the feedback
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Chapter 4 : Data examination
The different philosophies utilized as a part of the research project in order to identify the
impact of Celebrity endorsement on the performance of organization or business. The
exploration techniques are as portrayed underneath -
 Research Philosophy – The goal of research rationality is to perceive the idea or
conviction of the exploration instead of the accumulation and investigation of the data or
information. As per the Saunder's onion idea, examine logic is the principal component
which is exceptionally identified with the examination. The examination rationality is
portioned into four kinds, for example, Positivism reasoning, Interpretivism logic,
Pragmatism hypothesis and Realism theory. In this manner, keeping in mind the end goal
to lead powerful research on the impact of Celebrity endorsement, investigator has
utilized a mix of interpretivism and positivism rationality.
 Research approach – The exploration approach characterizes the different strategies or
methodologies connected and used by the researcher for doing the examination venture.
The researcher has adequately utilized subjective approach for figuring and translating
information gathered through customers in the market. Besides, to comprehend the
showcasing capacities and structure of the general association subjective research
procedure was utilized with a target of getting the best outcomes or results.
 Research outline – The examination configuration alludes to the gross technique picked
by the researcher for incorporating different variables of research venture in a legitimate
and requested way. The exploration configuration centers around getting great answers
and conclusion to the issues or issues. Henceforth, the researcher or researcher needs to
carefully pick the kind of research configuration keeping in mind the end goal to lead the
exploration adequately. In this research the researcher has utilized illustrative research
plan. The Descriptive research configuration center around distinguishing the different
hypotheses identified with the exploration point. Subsequently, distinct research
configuration helps the exploration in breaking down the examination procedures and
hypotheses to discover the arrangement of the issues or issues.
 Data collection – Data accumulation is the way toward gathering and assessing data
through the information gathered by the researcher. The information has been assembled
by interviews, overviews or survey. Mainly, there are two techniques for gathering the
17

information: Primary strategy and secondary strategy. Essential technique is the first or
essential element for gathering the information which included review, meetings and
polls. The auxiliary strategy alludes to the accumulation of information from the optional
sources, for example, articles, books, diaries and web. Information is gathered from both
essential and auxiliary strategies to lead this exploration venture. Essential information
gathering has been directed through poll from 20 respondents by utilizing web, articles,
books and diaries.
 Sampling – Sampling is the procedure which is performed inside measurable
investigation, it this technique unmistakable number of information is chosen from an
extensive populace. Testing is isolated into two sorts, for example, Probabilistic and Non-
Probabilistic inspecting technique. In setting to this examination venture, the researcher
has utilized Probabilistic testing strategy which includes survey of numerous people
through which information has been accumulated or information. The response of 20
customers have been picked by effective examining technique.
 Data analysis – Data investigation is the strategy for researching the amassed and
accumulated data with the goal that important information can be characterize. This
ought to be conceivable by examining, cleansing, changing and showing of data with the
purpose of gaining supportive information and endorsing conclusions. It is a champion
among the most crucial and principal process in examine strategies as all the accumulated
data will be deciphered effectively and successfully. This will encourage the customers
and researcher to comprehend the importance of the accumulated data in ground-breaking
and beneficial way. In the going with investigation wander the researcher associated
topical celebrity of data which engages to show and mastermind information as tables
and outlines.
 Ethical Considerations - In the going with examination, authority consider the going
with moral issues which are given underneath:
1. Educated Consent: It is basic to offer information to the individuals about the
examination. Further, authorization of individuals and with regard to master must be
taken with the objective that no further issues can be risen. Keeping away from this
component offers ascend to moral or good issue.
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2. Protection or Secrecy: The whole information and data assembled and collected must be
secured in anchored database with the objective that protection of the Organisation can be
kept up feasibly and capably. Resistance of this can make a noteworthy good issue. Research Limitation – For leading this exploration venture, the examiner confronted
different issues and issues as portrayed underneath -
1. Problem or issue in information gathering – The real issue looked by the researcher was
to gather information from the representatives or members. In any case, the members
were not currently participating in the polls or gathering of information before they got
the authorization to share any data however after accepting the consent from the higher
specialists, they contributed successfully in the information accumulation.
2. Appraisal of information – Another issue looked by the researcher in this exploration
venture was the evaluation of information from essential and auxiliary wellspring of
information gathering. This issue was caused due to the scrambled documents, anchored
information base and trouble in surveying the articles and books.
3. Resistance of members: Researcher foreseen that members of this exploration study will
oppose partaking. This can turn into a restriction to the examination think about.
4. Information accumulation and examination: researcher could confront challenges in
gathering of information as it has been foreseen by him that members won't fill the poll
totally and this could influence the investigation part.
5. Time restriction: The constraint of time can influences the adequacy of research.
Researcher accepted that members of the examination won't present upon the arrival of
overview and which increment the season of research study.
Research questionnaire
Questionnaire
1. What is the age group you fall in?
 15 – 20
 21 – 30
 31 – 40
 40 and above
2. Do you think celebrity in an advertisement motivates to buy a product?
 Strongly agree
19

 Agree
 Disagree
 Strongly disagree
3. Do you think celebrity have the power to change customer's perception?
 Strongly agree
 Agree
 Disagree
 Strongly disagree
4. Celebrity with negative image changes your purchasing decision with respect to a
particular product or service?
 Strongly agree
 Agree
 Disagree
 Strongly disagree
5. Do you think celebrity endorsement can develop trust in the brand?
 Strongly agree
 Agree
 Disagree
 Strongly disagree
6. Does your favourite celebrity gives a positive image to the endorsed brand?
 Strongly agree
 Agree
 Disagree
 Strongly disagree
7. Do you prefer buying products which are endorsed by celebrities?
 Yes
 No
 Sometimes
8. Do you think celebrity can help to increase sales of fashion products?
 Yes
 No
20

 Not sure
9. Do you think female celebrity is more effective than male celebrity?
 Yes
 No
 Not sure
10. How long you can accept a same celebrity endorsing a brand or products?
 0-1 years
 1-5 years
 More than 5 years
11. Do you suggest small organisation to use celebrity endorsement for promotion?
 Yes
 No
 Maybe
12. Do you think Gucci is using increasing it sales and profit by Celebrity Endorsement?
 Yes
 No
 Maybe
Data analysis
Data analysis is considered as urgent and essential part in inquire about examination.
Keeping in mind main objective or aim to accomplish the point and destinations of research
study, it is fundamental and critical for the specialist to direct information investigation in most
exact and in viable way. In this part, analyst will break down and translate the collected
information in proficient and appropriate way that helps the learners in upgrading their level of
learning and comprehension.
Theme 1 : Age group of customers
What is the age group you fall in?
15 – 20 10
21 – 30 5
31 – 40 3
21

40 and above 2
Interpretation and analysis: From this table it has been assessed that in the survey majority of
people age is 15 to 20 year old. From the 20 respondents in the survey, 10 respondents age is 15
to 20 year old. On the other hand only 5 respondents age is the 21 to 30 year old. Thus, from this
collected information it has been assessed and analyzed that in the survey majority of people is
young and adult. The collected information included in the views and opinion of the young and
adult people. From this collected data it has bee also assessed that many of the people are young
in the survey so they can effective;y share their perception regarding the subject of celebrity
enforcement.
Theme 2 : Motivation for customers
Do you think celebrity in an advertisement motivates to buy a product?
Strongly agree 5
Agree 10
22
15 – 20 21 – 30 31 – 40 40 and above
0
1
2
3
4
5
6
7
8
9
10
Column B

Disagree 3
Strongly disagree 2
Interpretation and analysis: From this section it has been analyzed that many of the customer
said yes upon the statement that they are motivated to buy that product and services which is
advertised and promoted by celebrity. While this question has been asked in the survey from the
20 customers then 10 respondents are agreed with the statement that celebrity in an
advertisement motivates to buy a product. On the other hand 2 customers are disagreed with the
above statement that celebrity in an advertisement motivates to buy a product. Thus, from this
collected information it has bee analyzed and assessed that With help of celebrity endorsement
promoting technique, association can enhance mark esteem advertisement mark value. It has
been also analyzed that while company uses to celebrity and famous star in the product
advertisement and promotion activities then it will affect decision of customer regarding
purchasing. Customer can influence to purchase that product and services that is promoted by
favorite celebrity in the market. Thus, company should use the well famous and popular celebrity
in the process of promotion and advertisement so as maximum customer can influence to
purchase the product and services. With help of celebrity endorsement company can attract large
numbers of customer toward the brand and maximize its sales of product and services.
23
Agree Disagree Strongly disagree
0
1
2
3
4
5
6
7
8
9
10
Column B

Theme 3 : Power to change customer's perception
Do you think celebrity have the power to change customer's perception?
Strongly agree 6
Agree 9
Disagree 3
Strongly disagree 2
Interpretation and analysis: While this question has been asked in the survey then majority of
people agreed that they influence by the celebrity promotion and advertisement. From the
collected data in the survey it has been found that from 20 respondents in the survey, 9
respondents are strongly agreed with statement that celebrity have the power to change the
customer perception and thinking regarding product and services. On the other hand 2
respondents are disagreed with this statement so it can be said that celebrity can major influence
the mind and perception of customer regarding the product and services. It has been assessed that
while company uses to celebrity in the advertisement and promotion then it will affect customers
decision making regarding purchasing product and services. Many of the customers likes to
purchase that commodity which have promoted by their favorite celebrity. Thus, it can be said
24
Strongly agree Agree Disagree Strongly disagree
0
1
2
3
4
5
6
7
8
9
Column B

that celebrity have power to influence customer decision regarding purchasing product and
services and celebrity can change customer mind and perception regarding brand and
organizations product.
Theme 4 : Purchasing decision with respect to a particular product or service?
Celebrity with negative image changes your purchasing decision with respect to a particular
product or service?
Strongly agree 5
Agree 10
Disagree 2
Strongly disagree 3
Interpretation and analysis – The above theme was developed in order to identify the impact of
celebrity endorsement on purchasing decisions of the customers with regards to Gucci. The
customers were asked this question, whether celebrity with negative image influence their
purchasing decision or not. 10 out of customers agreed that celebrity having negative market
image affects their purchasing decisions with respect to a particular brand. 5 customers were
more confident with the same answer.3 Customers completely disagreed and 2 customers were a
little against this statement. This theme concluded that organizations such as Gucci needs to
25
Strongly agree Agree Disagree Strongly disagree
0
1
2
3
4
5
6
7
8
9
10
Column B

choose a celebrity with positive image in among the people for attracting more customers and
promoting their products or services. This can also support the company to increase their sales by
using positive image of the celebrity endorsing their brand.
Theme 5 : Developing trust
Do you think celebrity endorsement can develop trust in the brand?
Strongly agree 6
Agree 9
Disagree 3
Strongly disagree 2
Interpretation and analysis – Another question was asked to the sample of 20 customers
regarding the development of trust among customers and brand such as Gucci. 6 out of 20
customers were strongly agreed the statement that celebrity endorsement effectively build a trust
factor with respect to Gucci among its factor. 9 out of 20 customers said that they agree but not
that much confident. 3 customers disagreed and 2 were completely against the thought that
celebrity endorsement can create trust among the customers with respect to an organisation or
26
Strongly agree
Agree
Disagree
Strongly disagree

brand. This theme concluded that organisation can celebrity endorsement approach in order to
build trust among customers with respect to its products and services. Gucci can effectively
develop trust and faith within the customers so that they can choose their products without any
risk or hesitation. The customers develop a perception that their celebrity icon must be using
same products hence those products are high in quality.
Theme 6 : Building Positive image
Does your favorite celebrity gives a positive image to the endorsed brand?
Strongly agree 5
Agree 10
Disagree 3
Strongly disagree 2
Interpretation and analysis – This theme or questionnaire was developed by researcher in order
to identify the impact of celebrity's image on the image of a brand or product within a market.
The customers were asked a question that do they think their favorite celebrity gives a positive
image to the brand or product they endorse. 5 out of 20 customers were highly agreed, 10
customers said yes, 3 customers said yes and 2 were highly against and disagreed. Therefore, it
can be concluded that celebrities with positive image also helps a product or brand to develop a
27
0.5 1 1.5 2 2.5 3 3.5 4 4.5
0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
Column B

good image in the market. The companies such as Gucci can use celebrity endorsement for
creating a positive image in the global market.
Theme 7 : Buying preferences
Do you prefer buying products which are endorsed by celebrities?
Yes 8
No 4
Sometimes 8
Interpretation and analysis – The next question was developed in order to determine customer
preferences with respect to buying products and services which are endorsed by a celebrity. The
question was asked to 20 customers that whether they prefer to buy products of Gucci which are
endorsed by a celebrity or not. 8 out of 20 respondents said they prefer to buy a product or
service which is promoted or endorsed by a celebrity. 4 customers said that they do not prefer to
buy products endorsed by a celebrity rest of the 8 customers said that they prefer to buy both the
products whether they are endorsed by a celebrity or not. This questionnaire theme concluded
that customers are highly attracted to the products or services which are endorsed by a celebrity.
28
Yes No Sometimes
0
1
2
3
4
5
6
7
8
Column B

Gucci can attract more customers by using celebrities to promote their clothes in the market, as
customers buy products which they are used or consumed by a celebrity they adore.
Theme 8 : Increasing sale of fashion products
Do you think celebrity can help to increase sales of fashion products?
Yes 10
No 5
Not sure 5
Interpretation and analysis- Another theme was developed in order to identify the impact of
celebrity endorsement on sales of Gucci. The question was asked to customers that whether
celebrity endorsement support an organisation in increasing their sales in the market. 10 out of
20 customers said they believe that celebrity helps in increasing sales of fashion product in the
market. 5 customers said they don't think celebrity have any impact on sales of products,5
employees was not sure that celebrity endorsement helps in increasing sales of a brand.
Therefore, it can be concluded from this questionnaire that celebrity endorsement can help and
support Gucci to increase the sales of fashion product as customers especially young people are
highly attracted towards celebrities and popular personalities.
THEME 9 : Female celebrities and Male celebrities
Do you think female celebrity is more effective than male celebrity?
29
Yes
No
Not sure

Yes 10
No 6
Not sure 4
Interpretation and analysis– This theme or questionnaire focuses on identifying the benefits of
a male or female celebrity in the promotion or endorsement of a product or brand. The sample of
20 customers were asked that do they think female celebrities can attract more customers as
compared to male celebrities.10 out of 20 customers agreed that female celebrities can attract
more people, 6 customers disagreed and 4 said that they are nor sure. Hence, this questionnaire
concluded that female celebrities are more effective as compared to male celebrities in
promoting or endorsing a product in the market. Therefore, Gucci can approach female
celebrities to endorse their products along with male celebrities.
THEME 10 : Tenure for using same celebrity
How long you can accept a same celebrity endorsing a brand or products?
0-1 years 10
1-5 years 7
More than 5 years 3
30
Yes No Not sure
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Column B

Interpretation and analysis – This questionnaire or theme was developed in order to identify
the tenure for which a product or brand can use same celebrity for endorsement. The customers
were asked that how long a same celebrity should endorse a product or brand. 10 out of 20
customers said that a brand or company should switch to a new celebrity after one year. 7
customers said that the maximum tenure for a same celebrity should be 5 years. 3 customers said
that same celebrity can endorse a product for 5 or more years. Therefore, it can be concluded by
this questionnaire that according to current trends customers are attracted to new celebrities and
want innovation in every area. The organization such as Gucci should switch celebrities for
endorsing their products in order to attract more customers.
THEME 11: Suggestion for small organisation
Do you suggest small organisation to use celebrity endorsement for promotion?
Yes 9
No 6
Not sure 5
31
0-1 years 1-5 years More than 5 years
0
1
2
3
4
5
6
7
8
9
10
Column B

Interpretation and analysis – Another theme and questionnaire was developed in order to
determine the importance of celebrity endorsement for promotion or market. The question was
asked to the customers that do they suggest celebrity endorsement to small scale organizations, 9
out of 20 customers said that yes they recommend celebrity endorsement to small scale
organisation. 6 disagreed and 5 were not sure. Thus, it can be concluded that celebrity
endorsement can be useful for each and every kind of organization working on large or small
scale. It also concludes that marketing or promotion is very essential for organizations to attract
more customers and increase their sales in the market.
Theme 12 – Gucci is increasing sales by using celebrity endorsement
Do you think Gucci is using increasing it sales and profit by Celebrity Endorsement?
Yes 8
No 4
Maybe 8
32
Yes
No
Not sure
0 1 2 3 4 5 6 7 8 9
Column B

Interpretation and analysis - Another question was asked to the sample of 20 customers
regarding the increment of sales or products in Gucci by using celebrity endorsement in their
marketing functions. 8 out of 20 customers were strongly agreed the statement that celebrity
endorsement effectively increases the sales and profit of Gucci. 4 out of 20 customers said that
they disagree. 8 customers were confused against the thought that celebrity endorsement can
increases the sales and profit of Gucci. This theme concluded that organisation can use celebrity
endorsement approach in order to increases the sales and profit of Gucci with respect to its
products and services. Gucci can effectively develop their level of sales and profit within the
market so that they can achieve a good market position and competitive advantage with the
global market. The customers develop a perception that their celebrity icon must be using same
products hence those products are high in quality.
Recommendation
The purpose of this study was to investigate impact of physical attractiveness, source
credibility of the endorser and celebrity on consumer's attitude towards brand, printed
advertisement, purchased intentions of the products endorsed or promoted. Despite all the
limitation identified in the project the study concluded that celebrity endorsement is an important
area in marketing or advertising that requires brief investigation. In the present time, promoting
patterns is totally changed as contrast with the past one. Association utilizes the most recent
procedures and strategies of showcasing to draw in extensive quantities of clients like web based
33
Yes
No
Maybe

life, online commercials, promoting effort and so forth. Celebrity underwriting is a type of brand
or ad crusade that includes a notable individual utilizing his/her distinction help to advance a
product and administration in the market. With the assistance of TV, online networking, web,
daily paper, magazines, notice, charge sheets and so on Celebrity advance product and
administrations keeping in mind the aim to attract more customers. In simple words, one might
say that Celebrity endorsement is a marketing methodology and a type of commercial campaign
that is utilized by association, mark and non-benefit association under which they include
Celebrity. In the present time, marketing trends is completely changed as compare to the
previous one. Organization uses the latest strategies and tactics of marketing to attract large
numbers of customers like social media, online advertisements, marketing campaign etc.
Celebrity endorsement is a form of brand or advertisement campaign that involves a well-known
person using his/her fame help to promote a product and service in the market. With the help of
television, social media, internet, newspaper, magazines, poster, bill boards etc. celebrity
promote product and services in order to attract customer. In simple words, it can be said that
celebrity branding or celebrity endorsement is marketing strategy and kind of advertisement
campaign that is used by organisation, brand and non-profit organisation under which they
involve celebrity and well popular person in order to promote and advertise product and services
of organisation in the market. In this marketing strategy, well known and popular person and
celebrity uses their fame and popularity to aid to company in promoting product and services in
the market. This marketing strategy is usually used by fashion or beauty brands. The major
importance of celebrity endorsement in the organisation context is related to build brand equity
as company can able to develop brand equity with help of celebrity endorsement. However, non-
profit organisation also uses celebrity endorsement for promoting and advertisement product and
services because celebrity have skill of mass communication through which they can attract
people and gain their attention toward brand. This is because companies or organizations invest a
huge amount of finance in the advertising and marketing functions. It is very essential for Gucci
to ensure that its marketing or promotional activities are effective and useful for attracting more
customers. There are various recommendations for the company which can support to increase
and enhance sales as well as profit -
 It is important for Gucci to identify the celebrity's lifestyle and their current social
acceptance before choosing them for the endorsement. It helps in avoiding any negative
34

or scandals related to the celebrities that may negatively affect the image of a product or
brand. Social acceptance of celebrities ensures that they have a positive appeal and image
among the people and this appeal can be utilized by companies to attract customers and
increase their sales or profitability in the market.
 Apart from the celebrities and their appeal it is important for the company to identify the
current trends within a market. People nowadays are highly attracted towards music,
graphics and media. Gucci is recommended to design and develop an advertisement that
consist simple message, clues, slogan, attractive graphics and music. The advertisement
should be easy and clear so that customers can understand the message conveyed by the
advertiser. Celebrities can be helpful to convey a message or information with easy
quotes or slogan.
 Various factors with regards to social, cultural and psychological elements for example
lifestyle, age, personality, credibility etc needs to be considered carefully by the endorser.
It can help to develop an effective advertisement which can be accepted by the viewers
and can support a business to increase the sales or profit. It also assists a product or brand
to be identified by customers within the market.
 Companies or organisations also needs to make sure that there is level of harmony
between the celebrity and product before using them in endorsement. Customers needs to
develop a trust that celebrities are not only endorsing a product or service for their
financial benefits. Therefore, endorser must be connected to the endorsed product so that
customers can get motivated to buy it (Falsarella, Oliveira and Giraldi, 2017).
 Gucci should also make sure that there products are meeting the needs and demands of
their customers. The endorsed products should be promoted with respect to their quality
and standards. The customers are not only attracted towards products endorsed by
celebrities, there are individuals which are more concerned about the quality and price of
the products or services they need to purchase.
Conclusion
The above project report it is concluded that the use of celebrities to promote or endorse a
marketing offer develop a very positive impact on the customers. It also creates a link forces a
customer to support a product. However, as several failure show it is essential for advertisers to
be aware of the complex procedures such as Celebrity endorsement. It has been proved from the
35

above project report that celebrity endorsement are useful and powerful technique that enhances
the impact of a campaign but the statement of caution to be followed seriously. Celebrities alone
do not guarantee or help in success nor does an impressive marketing campaign or a highly
effective product(Lee, 2017). Success comes from various factors such as marketing, features of
the product or service endorsed, price of those products, image of the celebrity in the market and
so on. The project report included a brief introduction of the topic selected - “Impact of celebrity
endorsement on buying decision of fashion product”. The study was in context to Gucci which
is a leading brand operating its business in almost every country, in order to promote its products
and attract more customers it is also engaged in celebrity endorsement. The researcher developed
various chapters for the report in order to create a clear and classified report, the various parts of
the project included - Introduction, Literature review, Research Methodology, Data examination
Conclusion and proposition. Computerized advancements to be sure upgrade the productivity of
association and furthermore help with expanding the operational exercises of business. The
researcher has built up a powerful contention in the examination venture that aides in giving
complete understanding of topic. The analyst has difference and aspects of the articles got from
genuine sources with the goal that express comprehension of the subject can be made. Moreover,
researcher has clearly depicted the exact research strategies which he or she used to complete the
exploration contemplate. Information has been collected from customers consuming the products
and services of Gucci through various themes of questionnaires developed. Researcher has given
a portion of the best suggestions which administration can teach inside their marketing
department with respect to celebrity endorsement. The exploration venture has been planned in
efficient and organized way covering parts of each section successfully and viably. In the
exploration venture, Celebrity endorsement technique is investigated in short to determine its
effect on execution and productivity of the associations or organizations. The researcher created
viable research strategies to collect most huge outcomes from this report. There are numerous
creators who expresses that advanced marketing is the best and helpful device which can be
utilized by associations, for example, Gucci to advance their items and administrations. In this
way, analyst could accomplish the point and goals of the investigation. Researcher has
recognized that advanced promoting strategies gives extraordinary advantages to the
administration of Gucci.
36

References
Books and journals
Arshad, S., Ikram, M., Yahya, M. and Nisar, Q.A., 2017. Does Celebrity Endorsement Influence
the Corporate Loyalty: Mediating Role of Corporate Credibility?. International Journal
of Social Sciences, Humanities and Education, 1(4), pp.308-319.
Ford, J.B., 2018. What Do We Know About Celebrity Endorsement in Advertising?.
Stern, L., Munyon, K. and Davis, H., 2017. The Impact of Celebrity Endorsement of a
Conspiracy Theory on the Media Consumers.
Chung, S. and Cho, H., 2017. Fostering parasocial relationships with celebrities on social media:
Implications for celebrity endorsement. Psychology & Marketing, 34(4), pp.481-495.
Wang, S.W., Kao, G.H.Y. and Ngamsiriudom, W., 2017. Consumers' attitude of endorser
credibility, brand and intention with respect to celebrity endorsement of the airline
sector. Journal of Air Transport Management, 60, pp.10-17.
Gupta, R., Kishor, N. and Verma, D.P.S., 2017. CONSTRUCTION AND VALIDATION OF A
FIVE-DIMENSIONAL CELEBRITY ENDORSEMENT SCALE: INTRODUCING
THE PATER MODEL. British Journal of Marketing Studies, 5(4), pp.15-35.
Yang, W., 2017. Star power: the evolution of celebrity endorsement research. International
Journal of Contemporary Hospitality Management, (just-accepted), pp.00-00.
Johnson, B., 2017. Celebrity Endorsement and Consumer Buying Behaviour in Kerala An
Empirical Analysis.
Chan, G.S.H., Lee, A.L.Y. and Wong, C.H.M., 2018. Celebrity Endorsement in Advertisement
on Destination Choice Among Generation Y in Hong Kong. International Journal of
Marketing Studies, 10(2), p.16.
Abbas, A., Afshan, G., Aslam, I. and Ewaz, L., 2018. The Effect of Celebrity Endorsement on
Customer Purchase Intention: A Comparative Study.
Min, J., Ziegler, M., Chang, H.J.J. and Jai, T.M.C., 2017. The Effects of Celebrity-Brand
Congruence and Publicity on Consumer Attitudes, Buying Intention, and Loyalty.
Prentice, C. and Zhang, L., 2017. Celebrity endorsement and stock market return. Marketing
Intelligence & Planning, 35(4), pp.529-543.
37

Wang, S.W. and Scheinbaum, A.C., 2018. Enhancing brand credibility via celebrity
endorsement: Trustworthiness trumps attractiveness and expertise. Journal of Advertising
Research,58(1), pp.16-32.
Fath, B.P., Fiedler, A., Li, Z. and Whittaker, D.H., 2017. Collective Destination Marketing in
China: Leveraging Social Media Celebrity Endorsement. Tourism Analysis, 22(3),
pp.377-387.
Carvalho, C.P. and Azevedo, A., 2018. Do glamour, self-sexualisation and scopophilia influence
celebrity endorsement?. EuroMed Journal of Business, 13(1), pp.86-101.
Gupta, R., Kishor, N. and Verma, D.P.S., 2017. CONSTRUCTION AND VALIDATION OF A
FIVE-DIMENSIONAL CELEBRITY ENDORSEMENT SCALE: INTRODUCING
THE PATER MODEL. British Journal of Marketing Studies, 5(4), pp.15-35.
Mishra, K.P. and Mali, P., 2017. Impact of Celebrity Brand Endorsement on Consumer Buying
with Reference to Decorative Paint. ANVESHAK-International Journal of
Management, 6(2), pp.119-129.
Nikolic, M., 2017. Many faces of a celebrity: A qualitative study about factors of a celebrity in
an advertisement that could affect consumers buying decisions.
Lee, R.J., 2017. Effectiveness of celebrity endorsement on millennial consumer purchase
intentions (Doctoral dissertation, Cardiff Metropolitan University).
Falsarella, C.R.B.M., de Oliveira, J.H.C. and Giraldi, J.D.M.E., 2017. The Influence of Celebrity
Endorsement on Visual Attention: An Eye-tracking Study in Brazil. Academy of
Marketing Studies Journal.
38

APPENDIX 1
Questionnaire
1. What is the age group you fall in?
 15 – 20
 21 – 30
 31 – 40
 40 and above
2. Do you think celebrity in an advertisement motivates to buy a product?
 Strongly agree
 Agree
 Disagree
 Strongly disagree
3. Do you think celebrity have the power to change customer's perception?
 Strongly agree
 Agree
 Disagree
 Strongly disagree
4. Celebrity with negative image changes your purchasing decision with respect to a
particular product or service?
 Strongly agree
 Agree
 Disagree
 Strongly disagree
5. Do you think celebrity endorsement can develop trust in the brand?
 Strongly agree
 Agree
 Disagree
 Strongly disagree
6. Does your favourite celebrity gives a positive image to the endorsed brand?
 Strongly agree
 Agree
39