Impact of Celebrity Endorsement on Consumer Buying Behavior in UK Fashion Industry

This research project aims to critically analyze the impact of celebrity endorsement on consumer buying behavior in the UK fashion industry. It examines the use and effectiveness of celebrity endorsers, measures the effectiveness, attractiveness, and credibility of certain celebrities, and finds which types of products consumers prefer to buy if they are being influenced by a celebrity endorsement.

RESEARCH PROJECT
(Impact of Celebrity endorsement on
consumer buying behaviour in the UK
fashion industry)

Table of Contents
CHAPTER 1: INTRODUCTION....................................................................................................3
Overview of the topic..................................................................................................................3
Research Aim..............................................................................................................................3
Research Objectives....................................................................................................................3
Research Question.......................................................................................................................3
Rationale.....................................................................................................................................3
Outline of the research methodology..........................................................................................4
CHAPTER 2: LITERATURE REVIEW.........................................................................................5
To critically analyse the significance of celebrity endorsement in fashion industry on
consumer buying behaviour........................................................................................................5
To examine the use and effectiveness of celebrity endorsers.....................................................6
To measure the effectiveness, attractiveness, and credibility of certain celebrities....................7
To find which types of products do consumers prefer to buy if they are being influenced by a
celebrity endorsement.................................................................................................................8
To analyze the current perception of students for celebrity endorsements for fashion industry
while purchasing a product.........................................................................................................9
CHAPTER 3: RESEARCH METHODOLOGY...........................................................................10
CHAPTER 4: FINDINGS, DISCUSSION AND ANALYSIS.....................................................13
Frequency Distribution Table...................................................................................................13
Data Interpretation....................................................................................................................14
CHAPTER 5: CONCLUSION AND RECOMMENDATION.....................................................23
Conclusion................................................................................................................................23
Recommendation......................................................................................................................23
REFERENCES..............................................................................................................................25
APPENDIX....................................................................................................................................27
Questionnaire............................................................................................................................27

CHAPTER 1: INTRODUCTION
Overview of the topic
Celebrity endorsement defines to a marketing strategy whose motive is to consider one or
multiple celebrities for advertising a particular product or service. The main purpose of celebrity
endorsement is reaching a greater audience and increasing number of sales for the company.
Fashion industry includes famous people so that products and services can be advertised at larger
scale. The existing research focuses at carrying out in-depth data about the importance of
celebrity endorsement and its impact over consumer buying behaviour.
Research Aim
The purpose of this research project is to critically analyse the impact of celebrity
endorsement on consumer buying behaviour in the UK Fashion Industry.
Research Objectives
 To critically analyse the significance of celebrity endorsement in fashion industry on
consumer buying behaviour.
 To examine the use and effectiveness of celebrity endorsers.
 To measure the effectiveness, attractiveness, and credibility of certain celebrities.
 To find which types of products do consumers prefer to buy if they are being influenced
by a celebrity endorsement.
 To analyse the current perception of students for celebrity endorsements for fashion
industry while purchasing a product.
Research Question
How does celebrity endorsement from Fashion Industry influence the consumer buying
behaviour in the UK?
Rationale
Problem of the research
The main problem of the existing study is brands facing issue in influencing celebrities
for advertising and promoting products. This report also shows various challenges faced by
fashion brands due to scandals of celebrities because it negatively impacts the brand image.
Importance of the research

The current investigation is quite significant because it focuses on showing the changes
in consumer buying behaviour when an organisation uses celebrity endorsement for the
promotion of products and services. This report also covers the perception of students in relation
to celebrity endorsements.
Rationale of the research
The major purpose of conducting the present study is to highlight the significance of
celebrity endorsements especially for fashion brands. There are two vital objectives that are
attained by me through this investigation. In respect of personal perspective, I will learn about
the significance of research methods for the completion of whole investigation in a systematic
way. This has also assisted me in understanding about the behaviours of different people which
is very useful in the personal life. On the other hand, in respect of professional perspective I will
get to know about the strategies through which I can promote products and services of the
organisation.
Gap of the research
The research gap of the present study is that it only gathers information from the students
so it covers the perception of only one group. This report has also assembled numerical
information which showcases that this report has not given great importance to qualitative piece
of information.
Outline of the research methodology
The present investigation has used quantitative research methods for the collection and
evaluation of numerical information in a systematic way. Questionnaire is also developed for the
accumulation of numerical information in the raw form. Data is being collected in more
generalised and objective full manner.

CHAPTER 2: LITERATURE REVIEW
Literature review is that sections in the research which contain past publish data about the
chosen topic. This part helps the researcher to gain detailed insight about the topic which assist
them to develop their skills and knowledge. Literature review contains secondary information
about the topic from various sources such as books, journal, magazine, online sites, articles and
many more. This section also helps the investigator to use this as their foundation and conduct
present research in accurate manner. Literature review also aids the investigator to answer the
research question in more accurate manner so that aim can be achieved appropriately.
To critically analyse the significance of celebrity endorsement in fashion industry on consumer
buying behaviour.
As per the opinion of Dwi and Ponirin (2020), there are various significance of celebrity
endorsements in fashion industry on consumer buying behaviour. Celebrity endorsements helps
in increasing the profitability and growth of business due to which company can gain
competitive advantage in market. Through celebrity endorsements, brand focuses on providing
relevant information of products and services and also build relationships with new customer.
Fashion industry focuses on endorsing celebrity in order to increase its brand awareness and also
reach to maximum number of audience. The use of celebrity endorsement is to make
advertisement believable and also increase the customer recognition. Generally, fashion industry
endorses highly recognised celebrity to promote its product and brand in order to attract more
and more people. It also influences the consumer buying behaviour as people buy the product
when their favourite celebrity endorses the advertisements. Celebrity endorsements helps in
increasing the credibility and gaining visibility for brands. Fashion industry hires the celebrity
who have an ability to build trust among customers related to the products and services.
Celebrity endorsement also helps brand to stand out immediately and gain competitive advantage
in market. The profitability of business also increases through celebrity endorsements as it helps
in promoting the products through the face of famous celebrities. The celebrity endorsement is
more effective way for promoting the products and services as compare to other endorsers. On
social media, consumers follow their favourite celebrity in order to copy their style and fashion
sense. Thus it become beneficial for fashion industry to hire celebrity in order to increase the
productivity and performance of business (EBHOTE and ODIA, 2019). Celebrity generally have

great presence on social media sites such as Instagram, Facebook, YouTube and Twitter.
Celebrity endorsement helps in attracting and retaining customers in order to enhance the
performance and growth of Fashion industry. It is being identified that celebrity endorsement
generally create positive impact on the consumers in terms of their attitude towards the fashion
brand and their buying intention. Celebrity endorser generally plays a vital role in buying
decision of customers.
To examine the use and effectiveness of celebrity endorsers.
As per the viewpoint of Alvionita and Sutedjo (2022), celebrity endorser is an individual
who enjoys favourable public recognition by appearing it in an advertisements. Celebrity
endorsers are generally use to promote the products and services in effective and efficient
manner. Through celebrity endorser, company can enhance its brand awareness and also attract
maximum number of people towards the Fashion industry. Organisation uses famous people in
order to endorse particular product and services. It generally helps in increasing sales and also
creates positive feelings towards the brand by entertaining the customer and recalling the brand
value. For example, Robert Pattinson generally endorses the products of Dior. Celebrity
endorsers aim is to influence consumer purchases, creating strong position of brand, attracting
new users and increasing the credibility of business. It also build brand equity of the individual
who is endorsing the products and services of company. Consumers are generally attached with
their favourite celebrity and also they are well trusted by their fans. Celebrity endorsers generally
builds trust among consumers due to which their buying decision gets influenced. By using
celebrity to promote the products and services, Fashion companies can gain competitive
advantage with its competitors. It helps in improving ad recall, making customer remember
about ad and also connecting with their favourite celebrity. It is important for fashion industry to
focus on identifying the right celebrity who have large number of active followers. Thus, by
choosing the right celebrity company can can enter unto new market by attracting maximum
number of people towards the brand. For example, Nike wants to expand their primarily
sponsoring tennis and track due to which they have partnered with Michael Jordan. Therefore,
celebrity are considered as useful tool for drawing the attention of in advertising message which
are directed to public. Consumers have generally created a perception that when celebrity
endorses the product and services of brand they tells that organisation has good reputation,
customer service and also their products are worth of buying. Celebrity endorser influence the

perception of consumers by determining how much endorser like the product quality and feature.
Doesn't matter whether the price of the product is high, if consumers follow their favourite
celebrity they purchase the products and services of brand which they are endorsing. Celebrity
endorsement is one of the marketing tactic which is used by Fashion industry in order to increase
the sale and performance of business within UK market.
To measure the effectiveness, attractiveness, and credibility of certain celebrities.
According to Adedeji (2021), celebrity endorsement is one of the effective strategy which
helps in gaining brand loyalty and consumer interest. Through celebrity endorsement, company
can increase the awareness of advertisement and also create positive feelings towards the brand.
Celebrity endorsement helps in increasing the profitability and sale of business due to which
fashion industry can gain competitive advantage in market. Using a celebrity can help in
differentiating the brand from competitors. The effectiveness of celebrity endorsement can be
measured according to the five dimensions such as attention grabbing, personality and appeal,
positive feeling towards the advertisement, purchase intention and high recall rates. In order to
measure the effectiveness, attractiveness and credibility of certain celebrity it is necessary to
identify the active followers of the celebrities on social media platform. Through understanding
and identifying the active followers, company can determine their recognition in market and also
make decision to endorse the celebrity for particular product and services. Thus, it is important
for organisation to hire renowned and recognise celebrity so that they can improve the sale and
profitability of business by promoting product and services. Credibility of celebrity also
influences the attitude of consumers by affecting the confidence of consumers and changing their
perception related to the products and services of brand. While endorsing the celebrity, it is
important to determine the tag line which is suitable according to the personality of celebrity so
that they can encourage customer to buy the products of brand. In order to measure the
effectiveness of celebrity, company must focus on identifying how much they are selling in the
duration of particular celebrity. Thus, fashion industry must focus on hiring the renowned
celebrity as if they choose the person who is not accepted by public can influence the sale and
performance of business due to which fashion company have to face severe loss. However, it is
important for organisation to investigate the relationship between endorsement of celebrity and
credibility perceived by consumers (Yang and Sia, 2020). While measuring the effectiveness of
celebrity, company must focus on sales revenue, powerfulness of product and the acceptance of

products. When people accept the product it helps in enhancing the profitability and growth of
business. Public generally know the celebrity rather than knowing the product which they
endorsed. Through celebrity endorsement, company can grab the attention of customers and also
attract more and more people towards the brand in order to gain competitive edge. Therefore,
celebrity endorsement generally creates an impact on the consumer's purchase intention as if they
feel good towards the celebrity, the purchase intention increases. In today's world digital media
plays an important role due to which fashion companies focuses on identifying the ways to use
brand promoting celebrities in online methods.
To find which types of products do consumers prefer to buy if they are being influenced by a
celebrity endorsement.
According to (Ferdinands, 2019), Celebrity endorsement is defined as an advertising
method that helps in promoting products, service and brand by different renowned celebrities.
An endorsement implies that a well-known individual will transfer his or her own values to the
specific product which means that the particular product or brand is related to the celebrity. In
this ever changing environment consumers want new and innovative products for their use which
gives them satisfaction and value. Every day consumers watch television and browse internet
they use to see a large number of advertisements related to both known and unknown product
brands. Now a days most of the companies are advertising their products through social media by
using famous celebrity endorsers which helps in promoting products. As the demands and
expectations of consumers increases and changes constantly, the marketers are continuously
changing and updating their methods of marketing for approaching target customers emotionally
and effectively (Younas, 2019). When celebrities promote products the value of the particular
product increase in the market as customers relate emotionally with the product. There are
different types of product brands that are promoted in the market by famous celebrities such as
Nike (shoes), Dior (Perfume), H&M (clothing), Marks and Spencer (clothing). These products
are preferred by customers as these products has created a positive image in the market as they
are promoted by famous celebrities which helps in increasing the sale of products and services.
For example Michael Jordan promoted the sale of shoes of Nike brand which resulted in a
production of new product line for customers. This helps in attracting large customer base as
they connect with the product emotionally. Like clothing of H&M is promoted by a famous
American actress and model Peyton List that promotes the summer collection of clothes for

increasing sale and targetting potential customers. Companies spend million of amounts every
year to endorse their products or services by celebrities in order to gain more market share and
customer base. It is important for companies to identify the concept of consumers demands to
associate with a particular brand in order to choose the appropriate celebrity to make people
attached with the product. Celebrity endorsement is an effective marketing strategy that helps in
attracting new customers and retaining existing customers in the company. Product promotion
through celebrities affects the purchasing power of customers because they influence them in a
positive way and helps in increasing sales of company.
To analyze the current perception of students for celebrity endorsements for fashion industry
while purchasing a product.
According to the Liao, Zhang and Peng (2019), current perception of students for
celebrity endorsements for fashion industry while purchasing a product are different which
influence the performance and sale of business. People generally have perception regarding the
celebrity endorsement within fashion industry while buying the product such as company's
reputation, products and services are worth of purchasing, risk of scandals due to involvement of
celebrities and two-edged sword. While purchasing the product and services, people generally
determine the reputation of company within market so that they can make purchase decision
accordingly. The decision of the customer is heavily dependent on the reputation and brand
image of organisation. If the fashion company has good reputation it helps in attracting more and
more people towards the brand whereas if they don’t have strong reputation in market, they fail
to attract customer towards the brand. If consumers purchase the product of fashion company,
they decide its worth and then only make purchase decision. It is important for organisation to
identify the worth of products and services which they are going to buy. The students also have
perception that what if hiring celebrity leads to loss. Sometimes, it happens when company face
severe loss despite of hiring celebrity for promoting the products and services. Thus, it is
important for fashion industry to offer high quality of products and services to its customer in
order to improve the productivity and sale. The poor quality of products can also influence the
image of the celebrity who is endorsing the product.

CHAPTER 3: RESEARCH METHODOLOGY
Research methodology plays a very important role in the whole investigation. It is a
scientific process which help the researcher to obtain answer for their basic two question which
are how data can be gathered and how it being analysed. Research methodology can be defined
as a procedure which is used to identify, analyse and evaluate information in appropriate manner.
The methodology part in the research assists the investigator to critically measure the study in
valid manner. Research aim and objective are being achieved in appropriate manner with the
help of the data gathered and evaluated (Baškarada and Koronios, 2018). Various philosophies
and approaches are being used by the investigator in order to obtained information and analysed
it in more accurate manner. Researcher designs this section in more systematic manner in order
to gain valid and reliable information as per the chosen topic (Belgrave and Seide, 2019). There
are various sub sections of research methodology which is being discussed below:
Research philosophy: It can be defined as a set of belief and principles which are used
by the researcher to know about the way information about the phenomenon will be collected
and used. There are two types of research philosophies which are positivism and Interpretivism.
Positivism philosophy uses those beliefs which are based on quantitative information. On the
other hand, Interpretivism philosophy uses those principles which are of qualitative nature. As
per the current investigation researcher has selected positivism philosophy. The advantage of
using this is that data will be gathered in more valuable manner. This philosophy analyse
information in more generalised and objective full manner (Dixon and Quirke, 2018).
Research approach: Research approach is that method which tests the hypothesis and
theories in valid manner. There are two kinds of research approaches which are deductive and
inductive approach. Deductive approach test the theories based on quantitative data and
inductive evaluate hypothesis based on qualitative information. As per the existing report
investigator has chosen deductive approach to test the numerical theories. This method explains
the causal relationships between the variables so that it can be measures in quantitative manner.
One of the biggest benefits of deductive approach is that theories are based on existing
information developed by the researcher prior to the investigation (Toraman and Clark, 2019).
Research strategy: It is a step by step plan which provides direction to the thoughts and
action of the investigator. There are different types of research strategies some of them are
survey, action research, case study, systematic literature review, experimental research and many

more. In the present research survey strategy is used by the examiner. This method is used as to
obtain quantitative data in more appropriate manner. The other advantage of this strategy is that
it will gather data from large population in less time. The cost incurred to obtained the
information is also were low. It is also one of the convenient ways to collects data in more
statistical manner (Dubovicki, 2019).
Research choice: Research choice is of two forms that is quantitative and qualitative
method. Quantitative research is the process of gathering and evaluating numerical information.
On the other hand Qualitative research method is the procedure of collecting and measuring non
numerical data. As per the current study Quantitative method is chosen by the examiner. The
reason is it expressed data in numbers and figure. Gathering this type of data is much easier as
well requires low cost. It also gathers reliable and valid data and analysing this type of
information is quick and easy manner.
Time horizon: This layer of research methodology defines the time framework which is
used to collect the data in appropriate point of time. There are two types of time frameworks
which are cross sectional and longitudinal. Cross sectional collects data at short time period and
longitudinal gathers information on repetitive basis. In present investigation, researcher selects
cross sectional time horizon to obtained data. The reason behind choosing this is that data will be
gathered according to the current scenario. Information will be more valid and reliable (Howitt,
2019.
Data collection: It is the validated technique which collects and analyses data from
various sources. Data can be collected from two sources that are primary and secondary source.
Primary source gathers data which is first hand i nature. On the other hand secondary source
collects second hand information. In current research study, investigator selects primary data
collection source. The benefit to use this source is information will be fresh and based on current
pattern. This method also obtained information directly from the respondent and is used for the
very first time in the investigation. Authentic and reliable information is gathered by using
primary data collection technique (McDonald, Brown and Knihnitski, 2018).
Data analysis: It is the scientific process of inspecting, analysing and evaluating collects
data. Frequency distribution and thematic are the two data measuring technique. Frequency
distribution analyse numerical information. On the other hand, thematic measure non numerical
data. In present research, frequency distribution method is used to inspect data. With the use of

this technique useful data from numerical information can be evaluate in easier way. Time and
cost will also be low to measure quantitative information (Muise, Maxwell and Impett, 2018).
Sampling: Sampling is the statistical technique used to select samples from the whole
population. Probability and non probability are the two sampling method. Probability sampling
selects sample in equal manner. Each and every individual gets equal chance of being selected.
Non probability sampling takes out participants on bias manner. As per the current investigation
probability sampling is used to select samples. Further in that random sampling technique is used
to selects respondent in equal and fair manner. The sample size is 150 participants from the
fashion industry (Sanscartier, 2020).
Research ethics: Ethics are those beliefs and values which is followed by the researcher
to obtained and analysed information in more ethical manner. There are some beliefs which need
to be obey by the researcher so that they cannot harm anybody feelings and sentiments in the
society. Some of the ethical considerations are honesty, integrity, openness, transparency,
carefulness and many more (Tibana and de Sousa, 2018).

CHAPTER 4: FINDINGS, DISCUSSION AND ANALYSIS
Frequency Distribution Table
Q1) Do you have appropriate knowledge of celebrity endorsement? Frequency
a) Yes 125
b) No 25
Q2) Do you find celebrity endorsement essential for influencing
consumer buying behaviour within fashion industry?
Frequency
a) Yes 130
b) No 10
c) Prefer not to say 10
Q3) As per your perspective, what is the main importance of celebrity
endorsement for fashion industry?
Frequency
a) Increases trustworthiness and degree of confidence among customers 40
b) Boosts brand awareness 15
c) Builds credibility 25
d) Positively influences consumer buying behaviour 38
e) Opens up new markets 32
Q4) As a potential customer, why do you think customers are more
likely to make purchases from the brands which do celebrity
endorsements?
Frequency
a) To see familiar faces on products 55
b) Customers want to be like the celebrities 25
c) People often remember the advertisement and eventually the product 40
d) More confidence on the offerings 30
Q5) As per your view, what is the major use of celebrity endorsers Frequency

within fashion industry?
a) Large number of sales 55
b) Positive brand image 30
c) Making advertisements believable 45
d) Enhancing consumer recognition of the brand name 20
Q6) As per your gained experiences from past purchases, which kind of
products grab attention of customers and make them buy when they see
products are endorsed by celebrities?
Frequency
a) Sports apparel 60
b) Technology products 30
c) Cosmetic products 45
d) Clothing and footwear 15
Q7) Do you think Stimulus-Organism-Response is an effective frame
for analysing the changes in consumer buying behaviour due to external
environment?
Frequency
a) Yes 120
b) No 30
Q8) What is your perception regarding celebrity endorsements within
fashion industry while buying a product?
Frequency
a) Company has good reputation 50
b) Products and services are worth of purchasing 40
c) Risk of scandals due to involvement of celebrities 20
d) Two-edged sword 40
Data Interpretation
Question 1: Appropriate knowledge of celebrity endorsement

Q1) Do you have appropriate knowledge of celebrity endorsement? Frequency
a) Yes 125
b) No 25
a) Yes b) No
0
20
40
60
80
100
120
140 125
25
Interpretation: With the above assembled information, it is analysed that 125
respondents have answered yes that they do have appropriate knowledge of celebrity
endorsement because there are many advertisements they continuously watch on television and
social media that has celebrity promoting offerings of the company. The remaining 25
respondents have answered no that they do not have any knowledge regarding celebrity
endorsement as it is quite broad term.
Question 2: Celebrity endorsement is essential for influencing consumer buying behaviour
within fashion industry
Q2) Do you find celebrity endorsement essential for influencing
consumer buying behaviour within fashion industry?
Frequency
a) Yes 130
b) No 10
c) Prefer not to say 10

a) Yes b) No c) Prefer not to say
0
20
40
60
80
100
120
140 130
10 10
Interpretation: As per the above assembled content in the table, it is evaluated that 130
respondents have said yes that celebrity endorsement is essential for influencing consumer
buying behaviour within fashion industry because people build confidence regarding the
different offerings of the company when they endorse celebrities. The other 10 respondents have
said no that celebrity endorsement is not that important to influence consumer buying behaviour
because there are many rumours of celebrities that spread and it negatively impacts the consumer
buying behaviour. The remaining 10 respondents have answered that they do not want to answer
this specific question because they do not have any information regarding this.
Question 3: Main importance of celebrity endorsement for fashion industry
Q3) As per your perspective, what is the main importance of celebrity
endorsement for fashion industry?
Frequency
a) Increases trustworthiness and degree of confidence among customers 40
b) Boosts brand awareness 15
c) Builds credibility 25
d) Positively influences consumer buying behaviour 38

e) Opens up new markets 32
a) Increases trustworthiness and degree of confidence among customers
d) Positively influences consumer buying behaviour
0
5
10
15
20
25
30
35
40
40
15
25
38
32
Interpretation: As per the collected data it is evaluated that 40 respondents have
answered that increasing trustworthiness is the main importance of celebrity endorsement
because people think these products are used by celebrities because they have great quality. The
other 15 responders answered that boosting brand awareness is the other importance because it
assists in reaching out more customers and conveying about the company. Another 25
participants have said that celebrity endorsements assist in building credibility because it
accommodates in building confidence among customers as well as company. The rest 38
respondents have said that it positively influences consumer buying behaviour as they get more
attracted towards the products.
Question 4: Customers are more likely to make purchases from the brands which do celebrity
endorsements
Q4) As a potential customer, why do you think customers are more
likely to make purchases from the brands which do celebrity
endorsements?
Frequency
a) To see familiar faces on products 55

b) Customers want to be like the celebrities 25
c) People often remember the advertisement and eventually the product 40
d) More confidence on the offerings 30
a) To see familiar faces on products
c) People often remember the advertisement and eventually the product
0
10
20
30
40
50
60 55
25
40
30
Interpretation: With the above analysed information, it is observed that 55 participants
have said that to see familiar faces on products is one of reasons that make customers to buy
products which include celebrities.
Question 5: Major use of celebrity endorsers within fashion industry
Q5) As per your view, what is the major use of celebrity endorsers
within fashion industry?
Frequency
a) Large number of sales 55
b) Positive brand image 30
c) Making advertisements believable 45
d) Enhancing consumer recognition of the brand name 20

a) Large number of sales
c) Making advertisements believable
0
10
20
30
40
50
60 55
30
45
20
Interpretation: As per the above information, it is carried out that large number of
participants have answered that large number of sales is the major usage of celebrity endorsers
because it grabs attention of large number of consumers.
Question 6: Kind of products grab attention of customers and make them buy when they see
products are endorsed by celebrities
Q6) As per your gained experiences from past purchases, which kind of
products grab attention of customers and make them buy when they see
products are endorsed by celebrities?
Frequency
a) Sports apparel 60
b) Technology products 30
c) Cosmetic products 45
d) Clothing and footwear 15

a) Sports apparel
b) Technology products
c) Cosmetic products
d) Clothing and footwear
0
10
20
30
40
50
60
60
30
45
15
Interpretation: With the above accumulated data, it is evaluated that majority of
responders have said that sports apparel is the type of product that grab attention of customers
because sports wear are generally showcased by sportsman.
Question 7: Stimulus-Organism-Response is an effective frame for analysing the changes in
consumer buying behaviour due to external environment
Q7) Do you think Stimulus-Organism-Response is an effective frame
for analysing the changes in consumer buying behaviour due to external
environment?
Frequency
a) Yes 120
b) No 30

a) Yes b) No
0
20
40
60
80
100
120
120
30
Interpretation: As per the information, it is evaluated that majority of participants have
said yes that Stimulus-Organism-Response is an effective frame for analysing the changes in
consumer buying behaviour due to external environment as it directly evaluates conscious and
unconscious behaviour of the customers.
Question 8: Celebrity endorsements within fashion industry while buying a product
Q8) What is your perception regarding celebrity endorsements within
fashion industry while buying a product?
Frequency
a) Company has good reputation 50
b) Products and services are worth of purchasing 40
c) Risk of scandals due to involvement of celebrities 20
d) Two-edged sword 40

a) Company has good reputation
c) Risk of scandals due to involvement of celebrities
0
5
10
15
20
25
30
35
40
45
50
50
40
20
40
Interpretation: As per the assembled data it is evaluated that majority of responders have
answered that company has great reputation when brands use celebrity endorsements because
celebrities only join the brand when company provides great products.

CHAPTER 5: CONCLUSION AND RECOMMENDATION
Conclusion
It is being concluded from the above information that celebrity endorsement plays an
important role in improving the profitability and sale of business. It is the responsibility of
fashion organisation to hire the celebrity who have potential to improve the brand awareness and
reputation of company due to which company can attract maximum number of customers
towards the brand. There are various benefits of celebrity endorsement within business as they
help in generating more revenue, improving the sale, enhancing the reputation, building
credibility and provides opportunity to expand business in new market. Thus, celebrity
endorsement helps in attracting more and more people towards the brand due to which
organisation can gain competitive edge in market. In order to promote the products and services
of fashion industry, organisation focuses on hiring the celebrity who like to remain trendy with
the fashion and can influence the perception of customer to buy the product. If company is
selling clothes of young people, it is important to hire the celebrity who can engage and
influence the purchase decision of youngsters. Customers generally like to purchase the product
of brand which are endorsed by their favourite celebrity. There is effective use of celebrity
endorsers within fashion industry such as they improve sales, build positive brand image, make
advertisement believable and also enhance the customer recognition. The products which grab
the attention of customer are sports apparel, technology products, cosmetic products, clothing
and footwear. Customers generally make perception about the products and services while
making purchase decision such as they identify the worth of product, determine the reputation
and also focuses on identifying the risk while purchasing the product.
Recommendation
 From the above information it is being recommended that organisation must focus on
identifying the right celebrity according to their budget and market presence so that they
can promote the products and services in effective and smooth manner.
 In order to increase the profitability and growth of business, it is important to offer high
quality of products and services to its customer as it helps in building trust among
audience due to which they become loyal.

 For increasing the sale of product through celebrity endorsement, fashion organisation
can focus on implementing marketing tactics such as offering autograph and signature of
their favourite celebrity while purchasing the product. Company can also provide an
opportunity to consumers to avail selfie with the celebrity who is endorsing product as it
helps in increasing the sale and profitability of business.

REFERENCES
Books and journals
Adedeji, A.O., 2021. Effectiveness Of Celebrity Endorsement on Advertisement in Achieving
Consumer Brand Preference. International Journal of Multidisciplinary: Applied Business
and Education Research, 2(12). pp.1469-1481.
Alvionita, S. and Sutedjo, B., 2022. Pengaruh Celebrity Endorsement Brand Image dan
Customer Review terhadap Purchase Intention. SEIKO: Journal of Management &
Business, 4(1). pp.374-385.
Baškarada, S. and Koronios, A., 2018. A philosophical discussion of qualitative, quantitative,
and mixed methods research in social science. Qualitative Research Journal.
Belgrave, L.L. and Seide, K., 2019. Grounded theory methodology: principles and practices.
In Handbook of research methods in health social sciences (pp. 299-316). Springer
Singapore.
Dixon, S. and Quirke, L., 2018. What’s the harm? The coverage of ethics and harm avoidance in
research methods textbooks. Teaching Sociology, 46(1). pp.12-24.
Dubovicki, S., 2019. Futuristic Research Methods as an Encouragement for Predicting The
Teaching of The Future. Education and training as basis for future employment. pp.17-
30.
Dwi, L.S. and Ponirin, P., 2020. Pengaruh Celebrity Endorsement dan Brand Image terhadap
Purchase Intention Lipstik Sariayu. Jurnal Ilmu Manajemen Universitas Tadulako
(JIMUT), 6(3). pp.186-194.
EBHOTE, O. and ODIA, E., 2019. Celebrity endorsement and consumer purchase demeanor in
benin city. Journal of Marketing and Information Systems, 2(2). pp.18-25.
Ferdinands, L.C., 2019. Pengaruh Brand Loyalty, Word Of Mouth, dan Celebrity Endorsement
Terhadap Repurchase Intention. Jurnal Manajemen Bisnis Dan Kewirausahaan, 3(3).
Howitt, D., 2019. Introduction to qualitative research methods in psychology: Putting theory into
practice. Pearson UK.
Liao, W., Zhang, Y. and Peng, X., 2019. Neurophysiological effect of exposure to gossip on
product endorsement and willingness-to-pay. Neuropsychologia, 132. p.107123.
McDonald, M., Brown, J. and Knihnitski, C., 2018. Student perception of initial transition into a
nursing program: A mixed methods research study. Nurse Education Today, 64. pp.85-
92.
Muise, A., Maxwell, J.A. and Impett, E.A., 2018. What theories and methods from relationship
research can contribute to sex research. The Journal of Sex Research, 55(4-5). pp.540-
562.
Sanscartier, M.D., 2020. The craft attitude: Navigating mess in mixed methods research. Journal
of Mixed Methods Research, 14(1). pp.47-62.
Tibana, R.A. and de Sousa, N.M.F., 2018. Are extreme conditioning programmes effective and
safe? A narrative review of high-intensity functional training methods research
paradigms and findings. BMJ open sport & exercise medicine, 4(1). p.e000435.
Toraman, S. and Clark, V.L.P., 2019. Reflections about intersecting mixed methods research
with social network analysis. In Mixed Methods Social Network Analysis (pp. 175-188).
Routledge.

Yang, W. and Sia, C.L., 2020, July. Success Factors in Micro-Celebrity Endorsement: The Role
of Informational and Narrative Content in Product Recommendation. In International
Conference on Human-Computer Interaction (pp. 562-575). Springer, Cham.
Younas, M., 2019. Celebrity Endorsement vs. Opposition of a Celebrity: A Study of
Endorsement Effects in Politics Using a Balance Theory Appoach. University of
Lethbridge (Canada).

APPENDIX
Questionnaire
Q1) Do you have appropriate knowledge of celebrity endorsement?
a) Yes
b) No
Q2) Do you find celebrity endorsement essential for influencing consumer buying behaviour
within fashion industry?
a) Yes
b) No
c) Prefer not to say
Q3) As per your perspective, what is the main importance of celebrity endorsement for fashion
industry?
a) Increases trustworthiness and degree of confidence among customers
b) Boosts brand awareness
c) Builds credibility
d) Positively influences consumer buying behaviour
e) Opens up new markets
Q4) As a potential customer, why do you think customers are more likely to make purchases
from the brands which do celebrity endorsements?
a) To see familiar faces on products
b) Customers want to be like the celebrities
c) People often remember the advertisement and eventually the product
d) More confidence on the offerings
Q5) As per your view, what is the major use of celebrity endorsers within fashion industry?
a) Large number of sales
b) Positive brand image
c) Making advertisements believable
d) Enhancing consumer recognition of the brand name
Q6) As per your gained experiences from past purchases, which kind of products grab attention
of customers and make them buy when they see products are endorsed by celebrities?

a) Sports apparel
b) Technology products
c) Cosmetic products
d) Clothing and footwear
Q7) Do you think Stimulus-Organism-Response is an effective frame for analysing the changes
in consumer buying behaviour due to external environment?
a) Yes
b) No
Q8) What is your perception regarding celebrity endorsements within fashion industry while
buying a product?
a) Company has good reputation
b) Products and services are worth of purchasing
c) Risk of scandals due to involvement of celebrities
d) Two-edged sword