(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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