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

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