Impact of Celebrity Endorsement on Consumer Buying Behaviour in UK Fashion Sector

This study analyzes the impact of celebrity endorsement on consumer buying behaviour within the UK fashion industry, with a focus on Marks & Spencer. It explores the concept of celebrity endorsement, factors influencing consumer buying behaviour, and the extent of celebrity endorsement on customer behaviour. Recommendations for effective strategies are provided.

Dissertation

ABSTRACT
The main aim of this study is to explore the impact of celebrity endorsement over the
consumer buying behaviour within fashion industry. This research study is focussed on
discovering the opinion of the UK customers about the celebrity endorsement through the way of
analysing the key concept behind the celebrity endorsement pertaining to the consumer buying
intentions. In this research, a review of the literature on the present topic is conducted which
provides a clear perspective on the relevance of the topic. The data has been collected from the
30 customers of M&S with the help of the structured questionnaire through which it has been
found out that there are various and differentiating factors which results in impacting the
consumers buying intention and behaviour in respect to the celebrity endorsement. Based on
which certain actions are recommended for effectively achieving the desired objectives through
celebrity endorsement and overcoming the challenges.

TABLE OF CONTENTS
ABSTRACT....................................................................................................................................2
CHAPTER 1: INTRODUCTION....................................................................................................1
1.1 Background............................................................................................................................1
1.2 Aims and objectives...............................................................................................................2
1.3 Research Questions................................................................................................................2
1.4 Rationale................................................................................................................................2
1.5 Scope and Significance..........................................................................................................3
Problem statement of research.....................................................................................................3
1.6 Dissertation structure.............................................................................................................4
CHAPTER 2: LITERATURE REVIEW.........................................................................................6
2.1 Introduction............................................................................................................................6
2.2 Concept of celebrity endorsement.........................................................................................6
2.3 Factor having influence on the consumer buying behaviour within fashion industry...........8
2.4 Extent of celebrity endorsement on influencing customer buying behaviour.....................10
2.5 Conclusion...........................................................................................................................13
CHAPTER- 3 RESEARCH METHODOLOGY...........................................................................14
3.1 Introduction..........................................................................................................................14
3.2 Research Type.....................................................................................................................14
3.3 Research Approach..............................................................................................................14
3.4 Research Philosophy............................................................................................................15
3.5 Data Collection....................................................................................................................15
3.6 Sampling..............................................................................................................................15
3.7 Data Analysis.......................................................................................................................16
3.8 Reliability and validity........................................................................................................16
3.9 Research limitation..............................................................................................................16
3.10 Ethical consideration.........................................................................................................17
3.11 Chapter Summary..............................................................................................................17
CHAPTER 4: RESULT AND DISCUSSION...............................................................................18
4.1 Introduction..........................................................................................................................18

4.2. Findings and Analysis.........................................................................................................18
CHAPTER 5: CONCLUSION AND RECOMMENDATIONS...................................................32
5.1 Introduction..........................................................................................................................32
5.2 Realisation of Research Aim and Objectives......................................................................32
5.3 Conclusion...........................................................................................................................32
5.4 Problems/Limitations...........................................................................................................33
5.5 Recommendations................................................................................................................33
REFERENCES..............................................................................................................................35
APPENDIX....................................................................................................................................38
Questionnaire\............................................................................................................................38
Research Ethics Checklist – Undergraduate Students...................................................................39

Title: To analyse the impact of celebrity endorsement on consumer buying behaviour in UK
fashion sector. A study on Marks & Spencer
CHAPTER 1: INTRODUCTION
1.1 Background
In the modern days, it is considered to be crucial for carrying out celebrity endorsement
for the purpose of promoting the products and services. The celebrity endorsement accounts for
the marketing strategy whose main aim is to use one or more celebrities in order to advertise a
specific product or service. There is rise in implementation of celebrity endorsement in regard to
the promotion of the product and services of the organization (Priyankara and et.al., 2017). The
primary objective pertaining to the use of this strategy is to reach the greater audience which is
represented by the celebrity's fan base. In the similar way, the present study assists in getting an
understanding about the celebrity endorsement as the marketing strategy. It is the concept in
which the firm coordinates with the factors having potential to impact the consumers purchase
decision. This results into enhancing the brand name and positioning of the company in the
market. Thus, with the help of celebrity endorsement the organization can increase its revenue
and attract large group of customers towards it.
In this study, Marks and Spencer Group plc (M&S) is taken as an organization which is a
major British MNC in fashion and retail industry. The company was founded in the year 1884
by Michael Marks and Thomas Spencer (ABOUT US. 2021). The company is headquartered in
London, UK. As of now, the organization is having approximately 959 stores all across UK out
of which 615 stores only sell food products. The revenue of the company in 2020 was £10,181.9
mn with number of employees to be 80,000. It operates in the food, clothing and home products
line where specialized products pertaining to high quality are sold to its target market. Over the
recent years it has been spreading its business across various geographical boundaries where
they capitalize on the availability of the resources or the cheap labour. It has adopted aggressive
marketing strategies that are used to establish and positively publicize its brand image which
ultimately boosts the profitability of the company.
The present research uses both primary and secondary data collection methods for the
purpose of generating valid results which helps in meeting with the stated aim and objectives.
Along with that, with the help research approaches, the researcher tries to present the research
study in an effective and efficient way which helps in answering the research questions.
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1.2 Aims and objectives
Aim:
The aim of the study is to analyse the impact of celebrity endorsement on customer
buying behaviour with regard to M&S.
Objectives:
 To understand the concept of celebrity endorsement.
 To identify factors that impact consumer buying behaviour within UK fashion sector.
 To assess the extent to which celebrity endorsement affects buying behaviour of M&S
customers.
 To recommend effectual strategies to M&S regarding sales enhancement through
celebrity endorsement.
1.3 Research Questions
1. What do you understand by celebrity endorsement?
2. What are the factors having impact over the consumer buying behaviour in UK fashion
sector?
3. What is the extent to which celebrity endorsement affects the buying behaviour of
customers?
4. What are the various strategies through which the organization can enhance its sales
through celebrity endorsement?
1.4 Rationale
The rationale behind the selection of this topic is that there has been increase in
competition in the UK fashion industry and in order to grab the large audience, the use of
celebrity endorsement as the marketing strategy is highly used. With the implementation of this
strategy will result into effectively building up the positive brand image of the company. This
will result into enhancement in the financial growth and performance of the company.
Therefore, study on this topic will help in effectively analysing the relevance of celebrity
endorsement to the company along with the factor impact the effectiveness of it pertaining
consumer buying behaviour. Apart from this, to maintaining the long-lasting brand image in the
mind of consumers, it becomes essential for the firm to introduce an attractive marketing method
which in turn leads to increasing the profits of the company. In the current era with the increase
in the level of competition the celebrity endorsements prove to be essential for the company to
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attract larger proportion of the market share and thereby boost their profitability through
competitive advantage. Also, with the changing taste and preferences and to introduce new
products in the new market, the company needs aggressive marketing strategies which derive
brand equity by the corresponding image of the celebrity. With the evolution of the celebrity
culture, the research problem becomes highly impactful for the businesses and their future
growth prospects. They can incorporate the significance of the celebrity endorsement in their
marketing plan to achieve brand value in the market.
1.5 Scope and Significance
This study is having wider scope as it will help the other researchers who are carrying
out the similar research in a far better way with more reliable and accurate outcome. The past
researches can prove to be a source of secondary data that the current scholar can refer and
derive the findings and conclusion in respect of the research problem. This data can be helpful in
conducting the investigation timely and efficiently within the prescribed budget constraints. In
addition to this, it will help the companies within the fashion industry to consider the use of
celebrity endorsement in their marketing and promotional activities and how it influences the
customer buying behaviour. The competitors within the industry can refer to the study and apply
similar marketing strategies to realize the effect of such celebrity endorsement on the revenues
and growth of the company. This shall also help them generate the edge over competitors in the
fashion business. Along with that, the study is based M&S so it examines the factors which in
turn affect the operations while implementing celebrity endorsement and identify the solution for
enhancing the sales. Thus, the relevance of conducting the study on this topic clearly reflects the
effect of celebrity endorsement upon customers.
Problem statement of research
The current study involves the research problem related to the impact of celebrity
endorsement on the customer buying behaviour of Mark and Spencer Company. The solving of
the problem shall be suggesting regarding the extent of profitability and future growth prospects
that the company is able to derive through involving celebrities in the marketing plan. The
investigations are based on the major determinants or the factors that are responsible for the
influence that is caused on the consumer buying behaviour. It has been analysed by the
responses of the various customers regarding the major drivers to the performance of the
company and further the effective strategies that must be applied in order to gain benefit from
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the celebrities who are the brand ambassador of the company. The findings that are derived from
the research problem shall be used for proving the hypothesis and concluding the study.
1.6 Dissertation structure
Chapter 1: Introduction
This is the first chapter which incorporates an overview of the study and along with this,
it highlights the aim, objectives and the research questions pertaining to the study which is to be
addressed by the scholar in the research. It includes the statement of problem that is to be solved
by addressing the various research questions. In addition to this, the researcher also states the
rationale behind this topic and scope and significance of the same.
Chapter 2: Literature review
The literature review is the second chapter which is the most important part in research
as in this the researcher critically evaluates the topic by taking into consideration books, articles,
and journals. In this research is done on secondary basis in which the resources already
published by the other researchers are utilized for answering the research questions. The past
studies assist the researcher in deriving the findings and conclusion to the research problems
with maximum accuracy and reliability of data.
Chapter 3: Research Methodology
This chapter describes the research methods and approaches which is being used by the
research for the purpose of effectively and accurately conducting the study. This results into
answering the problem in a better way. It shall determine the method which is used for analysing
the data and drawing conclusions from it.
Chapter 4: Result and discussion
Under this chapter, the data derived through the primary research is collected and
analysed. It involves graphical or tabular representation of the responses or outcomes for clearly
depicting the end results. Also, findings are supported by literature review for providing accurate
results based upon which the conclusion is drawn.
Chapter 5: Conclusion & Recommendations
This is the final chapter of dissertation which provides a summary of the end result or
outcome which is being derived from that and help stated about whether the stated aim and
objectives is being achieved or not. Along with that, it defines the various strategies or the ways
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which can be implemented by the organization in order to enhance its sales and increase its
profits.
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CHAPTER 2: LITERATURE REVIEW
2.1 Introduction
Literature Review (LR) mainly refers to the comprehensive analysis and summary of the
researches which is already being carried out by the other researcher in respect to the specific
topic. It provides an understanding and knowledge to the current knowledge base through the
way of identifying the theories and approaches which will help in effectively meeting with the
gaps in the research. In the same way, this chapter will provide in-depth understanding about the
topic celebrity endorsement and its factors in respect to consumer buying behaviour. For doing
this, relevant articles, journals and books are being evaluated which helps in effectively meeting
up with the defined aims and objectives.
2.2 Concept of celebrity endorsement
According to Osei-Frimpong, Donkor and Owusu-Frimpong (2019) celebrity
endorsement basically refers to the marketing or promotional campaign used by the companies
for the purpose of promoting its products and services which involves the celebrities or the well-
known personality. This form of marketing strategy is used with the hope that the positive image
of the celebrity endorsers will be passed on to the products and services or the brand image
associated with the celebrities. Author further added that the just merely selecting the celebrity is
not enough as it might lead to negative impact if the selected celebrity fails to connect with the
target audience. As per the view of Adam and Hussain (2017) there are key determinants in
regard to the celebrity endorsement like credibility which refers to the extent to which audience
sees the endorser as having relevant knowledge for giving unbiased and objective information.
Next important factor is the trustworthiness which accounts for the honesty and integrity of an
endorser. This is the most important source of credibility and if the consumer likes the celebrity,
then they will automatically start trusting a celebrity.
In addition to this, celebrity attractiveness and similarity is the other key determinant in
regard to celebrity. According to Khalid and Yasmeen (2019) this determinant states that the
attractive endorser will result into having attractive impact over the endorsement. This is an
essential element for grabbing the attention of the target audience in certain ways like physical
appearance, lifestyle, competence and so forth. The endorser who is having attractiveness has a
higher chance of enhancing the memorability of the associated brand. In other hand, similarity
means the resemblance among the endorser and the target audience. If the consumer finds
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themselves with the respected celebrity endorser like having common interest, then a better
cohesive is developed. This is the reason why celebrities are being selected based upon their
characteristics. Author further emphasized that the selection of right and appropriate celebrity is
a huge task which helps in determining the whether the celebrity endorsement will be successful
or not. As per EBHOTE and ODIA (2019) this is the considered to an effective method for
drawing the attention of the larger group of people towards the respected product. Author also
added that although the perception of the consumer which involves price, quality and value are
the essential determinants of their shopping behaviour along with the choice of the product. The
research in this context lead to the development of the model called the persuasive hierarchy
model which predicts the opposite. As per this model, if the promotion is being done for
increasing the sales then it must inform and then persuade the consumers. The pattern based on
which this model is being developed is the consumer buying intention which is highly affected
by the advertisements.
Rabia and et.al. (2019) states that the celebrity endorsements that are undertaken by the
company for marketing, its product and services are very significant for developing its brand
image and positively publicizing the value to its customers. One of the major significance of
endorsing the brand through a well-known celebrity is that the company can target a new or
niche market. A celebrity which is familiar to the potential target market of the company can be
made the brand ambassador which shall impact the buying behaviour of the customers. If the
celebrity and their image are relative to the product or service then the customers shall be
attracted and expand the market share of the company. On the contrary Deepa and Giridhar
(2019) believes that such celebrity endorsement impose huge costs for the company which can
lower down the efficiency and profitability of the business. A well- known personality shall be
charging the costs based on the reputation and the image they carry which can prove expensive
for the company. Also, many a time such celebrities who are selected by the company for
promoting their brand can be a misfit which can spoil the reputation of the company. Hung
(2020) analyses that in the recent time the celebrity culture and their power are on boom. They
carry an immense social capital with them which can be capitalized for generating the brand
equity of the company. These celebrities are the trendsetters and some of their followers blindly
follow the taste and preferences of these famous people. They are successful in leaving an
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impact on the minds of the people and they remember the brand associating with the celebrity
who endorsed it.
2.3 Factor having influence on the consumer buying behaviour within fashion industry
As per the opinion of the Khan and et.al. (2016) the consumer buying behaviour in the
fashion industry is highly volatile and changes frequently with the changing market conditions.
There are several factors that affect the buying decision of the customers which are to be
capitalized upon in order to generate sales for the company. One of the most dominating factors
are the changing market trends. With the change in the trend of fashion sense the company and
customer both adapt as per the changed market. On the contrary Wiederhold and Martinez
(2018) believes that the trends are established by the tastes and preferences of the consumer. So
it can be said that customer influences the trend of the market which as a result can be seen in
their purchasing pattern. Cham and et.al. (2018) evaluated that the branding of the company
must be positively placed in the minds of the potential customers. This positive publicity shall
influence the choice and buying decision of the customer. If the brand image in terms of quality
and money value is positively delivered then it shall be major factor reflecting in the buying
decision of the buyers.
Ertemel and Ammoura (2016) stated that customer tastes and preferences are the major
drivers of the buying decision that is undertaken by the customer. The company must ensure that
it delivers the goods and services as per the taste and preference of the buyer. This shall ensure
capturing of target market for the company and boost its profitability and future growth
prospects in the business. Kong and et.al. (2016) against the opinion specified that the changing
taste and preferences of the customer is due to competitors move of offering varied products and
services in the market. In order to survive in the market the company has to develop competitive
advantage in the market and capture wider market share to ascertain its growth. Cham and et.al.
(2018) presented that demographic factors in the population like the age, gender, race, caste,
religion etc. are some crucial factors that impact the choice and decision of the buyers in the
market. The fashion industry stays highly affected by the culture and background of the potential
customers. The system is valued as is followed by an individual in the major determinant of the
fashion preferences.
According to the Nam, Dong and Lee (2017) what matters the most for the customers of
any brand is that they should derive the value for the money paid to acquire a particular product
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of the company. The quality of the offering and its simultaneous price is the factor that shall be
affecting the buying behaviour of the customer. If for a similar quality of product the customer
has to pay fewer amounts then the purchasing decision shall change in favour of the brand.
Yang, Song and Tong (2017) contradicts that higher price in the fashion industry is like the
status symbol for the people. They prefer higher quality of goods and are ready to pay more for
the same. It is also the mentality of people that the goods with higher prices are comparatively
better and they shall prefer that while making the purchasing decision.
As per the opinion of the Di Fatta, Patton and Viglia (2018) there are some situational
factors also that impact the buying decision of the consumer in the fashion industry like time,
momentary and the physical surroundings. In a particular situation whichever option is more
convenient for the buyer will stay more preferable and will be chosen by them regardless of any
other factor. At times when the buyer does not have time, they prefer shopping online via digital
platforms. The companies having strong presence with optimized website shall be chosen by the
company. On the contrary Ciasullo, Cardinali and Cosimato (2017) believed that the
psychological factors like the attitude, learnings, beliefs, thought process, perceptions and
motives are some crucial determinants of the purchasing decision of an individual in favour or
against a particular brand. These factors have an impression on the mind of the person which
generates a particular tendency to respond, ultimately influencing the buying decision of the
customers.
Todeschini and et.al. (2017) studied that the various social groups in which the potential
customer stays are also the core influencers to their buying decisions in the fashion industry. The
family, friends, colleagues, reference groups and the society are the ones whom we believe and
prefer going by their choice and understanding. If such people around the buyer spread positive
word of mouth regarding the product, the buyer shall be convinced. On the other hand if such
groups around the individual have negative experience then the buyer will surely be demotivated
to make a purchase. Against the mentality Katrodia, Naude and Soni (2018) believes that a
buyer rather prefers to know the reviews, comments, experience, feedbacks of the past users of a
brand. Before making a purchase decision they shall search online that what has been the
experience of the people and that whether they find it reliable or not. Based on these results the
final judgement shall be undertaken by the buyer. These reviews can be real which helps in
sound decision-making process but if such reviews are fake they shall unnecessarily negatively
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publicize the company and its products. Gekombe, Tumsifu and Jani (2019) stated that
globalization is also one of such factors that have contributed to the frequent changes in the
fashion industry impacting the buying decisions. The concept of westernization and the western
culture has overtaken the traditional culture which has established change in the tastes and
preferences of the consumer.
In the opinion of the Alshurideh (2019) the relationship that is shared between the buyer
and the seller is the factor that shall influence the buying decision of the buyers the most. If the
seller shall properly orient the consumers with the products and services that they are offering
and explain them regarding why it is better than the rest, then probably they can manage to
successfully convince them to buy the same. It is essential that the relations are cordial and
healthy between the buyers and the various suppliers of the company. Against the opinion
Budiharseno (2017) specifies that the behaviour of the huge supply chain of the company is not
under their control and cannot be ensured by the management of the company. Yet it is better to
attract the buyers through aggressive marketing strategies which shall also generate profitability
for the business. Dash, Kiefer and Paul (2021) ascertains that the major influence can be derived
by experiencing a seamless purchase in the stores of the company. Apart from the offline stores
the digitalized availability of the products is also one reason why the customers shall prefer
going by the brand. The level of convenience and the satisfaction that is derived by the
customers is the reason for the impulse decision of buying taken by the customers.
Akram and et.al. (2018) depicted that the celebrity endorsements are one such factors
that are said to be influencing the customer buying behaviour. The reputation of the celebrity
builds credibility, confidence for the customers which influences them to make the purchase in
the company. The celebrity endorsement is one of the aggressive forms of marketing that is
adopted to influence or attract the customers towards the brand.
2.4 Extent of celebrity endorsement on influencing customer buying behaviour
As per the view of Gauns and et.al., (2018) the best and effective approach towards the
endorsement of the product or service or brand is done when the balance is being maintained
among the product and the celebrity. When the marketer assigns a product to a particular
celebrity, it actually means they are giving face to the brand Thus, it becomes a crucial decision
pertaining to choosing a celebrity and in addition to this, certain other parameters is also needed
to be accounted for like popularity, appearance and looks. There is a belief among the marketers
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or the advertisers which states that the brand message which is being delivered by the well-
known celebrity brings better outcome as the recognized personality creates greater appeals then
those endorsed by the non-celebrities. Celebrity endorsement results into quickly reach of the
message to the target audience and creating impact which remains for a long term. On the other
side, according to Escalas and Bettman (2017) there is negative side of it as well which is
needed to be accounted for. The celebrity endorsement does not provide any guarantee in respect
to the success or having a positive impact over the consumers buying decisions behaviour until
and unless, this strategy is well integrated with respect to the target market characteristics and
various other elements of marketing mix like product, pricing, packaging and branding itself.
According to Abbas and et.al., (2018) celebrity endorsement of brands and products has
been increasing at a faster pace and is even considered to be important for the purpose of brand
communication. The main factor that the celebrity endorsement actually creates pertaining to the
positive impact on the consumer buying behaviour is the public recognition of the celebrity as an
admirable and desired cultural force. In addition to this, author further emphasized that the
reason behind the increase in the use of celebrity endorsement is mainly to appeal women
pertaining to the cosmetic and ladies apparel which is mainly because of the nature of the
product and the related fields. Most of the time celebrity endorsement brings in positive
outcomes which have resulted into increasing the rating of the product leading to increasing the
sales of the product.
In respect to this, Vidyanata, Sunaryo and Hadiwidjojo (2018) stated that the Kokil
theory is being done on this aspect. As per Kokil, celebrity is the person who has attained
success in the field of action and thus, enjoys the fame of being recognised. It is being believed
that the celebrity endorsement leads to various advantages which involves building credibility,
trustworthiness and drawing the attention of the people which consequently leads to enhancing
the sales of the products of the company. The benefits generated by celebrity endorsement
results into raising the sales and acquiring the market share and offers product with a glamorous
touch and sparkle the expectation that the product will give recognition. As per the Kokil theory,
the advertisement through the use of celebrities will result into enhancing the brand image and
brand identification, altering the negative attitude towards the particular brand, repositioning of
the current brand and last is positively influencing the consumer buying behaviour.
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Another theory pertaining to endorsement is the Kamile theory in which the author states
that the customers generally have an encouraging approach towards those who are very
attractive. Walsh and Williams (2017) states that the use of the any form of communication is
dependent upon the similarity, familiarity and likeability. It has been believed that the physical
attractiveness can result into change in the beliefs of the consumers while similarity refers to
resemblance among the source and receiver of the message. The attractiveness of the celebrity
results into the persuasion of the consumers and along with that consumers get motivated and
bind themselves in a relationship with the celebrity through the way of adopting similar belief
and attitude.
As per the study of Ugwuanyi and Emezue (2018) it shows that the consumers recall
much of the products or brand which have been endorsed and promoted by the celebrities
irrespective of the fact whether they are the actual fan or not. The human brain identifies the
celebrities in the same way how they recognise the people they actually know. Therefore, if the
consumer is a fan of the endorser then they place higher value on the products which is being
endorsed by the celebrities as it is like getting advice from a fan. Author criticized it by saying
that if the consumer is not a fan of the celebrity or may be hates that person then it will result
into consumer not having that product. Also, celebrity vouching for a product, brands can raise
awareness, trust and the similarity with the key variables of the purchase decision-making. As
per Xu and et.al., (2017) this leads to making consumer feeling sympathetic and connected with
the brand if it is being promoted by the celebrity they admire and also they will emulate the
desired traits of the celebrity in order to attract people to their lives.
Um (2018) defined that the celebrity endorsement has resulted into affecting the
consumer's buying decisions and behaviour towards a particular product. It can be further stated
that the role played by the celebrity in the brand or product promotion needs to be in such a way
that it meets with the moral and ethical principles of the consumer and the society as a whole. In
case, it fails to meet with such standards then it will lead to the failure of the adverting campaign
along with negatively affecting the image of the company as well as the associated celebrity.
This contraction can even have an adverse effect like it may have long-lasting impact on the
mind of the consumers pertaining to the changing wrong message it has given to the people and
the society. Author also stated that the use of celebrity for the purpose of endorsing and
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promoting the product is an expensive affair and needs huge amount of funds. In contrast to it, if
the advertisement fails then this will lead to the incurring huge loss for the company.
As defined by Trivedi (2018) it is generally determined and recognized that the
consumers are highly relied on the various information related cues and the characteristics
pertaining to the product doe carrying out the evaluation of quality of the product. Along with
that, a considerable amount of research is being done on consumer behaviour for the purpose of
determining what consumers more often consider while evaluating the products. Since the
celebrity endorsement has been increased in use more frequently, then the extent to which the
information provided is having the potential to affect the consumer buying behaviour.
According to Lim and et.al., (2017) the image being presented by the celebrities to the
end consumers is very important and depicted of their ability to grab attention. The marketer
who have earlier achieved success and is having positive experience will mostly believe that the
celebrity endorsement works better while in other case, some would disagree that the magnitude
of its effect is very difficult and little complex to measure irrespective of the sales figure. In
addition to this, Sharma and et.al., (2017) stated that effectiveness of the celebrity as an endorser
is mainly dependent upon the cultural acquired by the endorser or what he or she brings to the
endorsement process. Each and every celebrity has many meaning such as the status, class, and
age as well as personality and lifestyle. All these factors are having an influence over the
consumer's behaviour in order to make purchase related decisions. The inability to identify these
crucial factors and implementing it into advertising campaigns will lead to failure of the
marketing strategy. Therefore, in order to introduce product and promoting it through celebrity
endorsement, it is essential to take into account all the important and crucial aspect which can
potentially have a positive and negative impact over the consumer buying behaviour.
2.5 Conclusion
It can be concluded from the above literature review that celebrity endorsement has
resulted into an effective marketing and promotion of the products and brand along with the
creation of the position in the mind of the consumers. Through the way of accessing the various
research papers and articles, a greater and in-depth understanding pertaining to the topic is being
conducted which has led to adding understanding to the existing knowledge base.
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CHAPTER- 3 RESEARCH METHODOLOGY
3.1 Introduction
Research methodology is a significant step that is undertaken within the investigation
and under this the data is analysed and evaluated to find out the desired outcome for the research
problem. This involves applying the various techniques and approaches to the data which is
gathered and further interpretations are developed to prove the hypothesis as designed by the
scholar. The study which involves the qualitative data in the form of ideas and experiences of
the respondents shall be analysed by using the thematic perception test technique. On the
contrary the study that involves numerical facts and data shall be analysed by using statistical
packages of social sciences. The purpose of this chapter is to define the research methodologies
which is being followed by the researcher.
3.2 Research Type
There can be two types of research that can be undertaken by the researcher to conduct
the study. One is the quantitative type of research which is based on the numerical data and
statistics which can help in establishing the generalized facts and prove the theories and
assumptions. The other is qualitative research under which the ideas and experiences are being
explored based on which insights shall be developed related to the topic of study. The current
study has been conducted using the qualitative type of research in order to ascertain the impact
of celebrity endorsements on the consumer buying behaviour. The in-depth study of the
qualitative aspects as experienced by the respondents has been used for meeting the objectives of
the research (Kumar, 2018). It has been appropriate because celebrity endorsement is a
subjective and complex topic for which hypothesis shall be designed and the impact shall be
proved.
3.3 Research Approach
Research approaches can be classified into inductive approach and a deductive approach
to conduct the investigation by the scholar. The inductive approach is used by the researcher to
formulate a theory based on the observations that are made during the study. They form
generalizations on the basis of the observations. On the contrary the deductive approach is used
to study an existing theory based on which the reasoning and justifications can be done. For
assessing the impact of celebrity endorsements on the buying behaviour of customers in the UK
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fashion industry the researcher has been using the inductive approach (Mohajan, 2018). Since
the study is based on qualitative research, this research shall be apt for resolving the problem of
study.
3.4 Research Philosophy
The research philosophy helps in gathering and analysing the data efficiently and
effectively. The research philosophy can be divided into two types one is the interpretivism and
the other is positivism based on the study that is undertaken. The interpretivism research
philosophy is used in the case of qualitative data set which is gathered and findings are derived
from it accordingly (Dźwigoł and Dźwigoł-Barosz, 2018). The second type of philosophy is the
positivism which is suitable for conducting the quantitative research involving the numbers and
statistical data from which solutions are to be extracted. In order to analyse the influence as
imposed by the celebrity endorsement on the buying decision of the consumer the interpretivism
philosophy has been applied by the scholar. This has helped the researcher in studying the
experiences and ideologies of the consumer and interpret the results accordingly.
3.5 Data Collection
In order to meet the objectives of the study the researcher has to gather the relevant data
from different sources which can either be the primary source or the secondary source. In order
to conduct effectual research the researcher has to gather the data from the primary and the
secondary source. The primary data is one which is collected for the first time and does not exist
previously (Bairagi and Munot, 2019). On the contrary the secondary sources already exist from
past researches. The scholar in the current study uses both the primary and secondary data
source to address the research problems. The primary data is gathered by a survey through
questionnaire sent via e-mails. A data of 30 customers of Marks and Spencer is taken to analyse
the impact of celebrity endorsement on their purchase decision. Apart from that, secondary
sources of data are also taken from the past researches, newspaper articles, books etc. which
helped in evidently generating the outcome for the research.
3.6 Sampling
A suitable sample is required to be gathered by the scholar for conducting the research
effectually. The sample can be gathered using two major techniques one is the probabilistic and
the other is the non-probabilistic technique. The sample needs to be one which represents the
15

whole population and has required characteristics. The current investigation has been conducted
using the probabilistic technique where a random sample of 30 customers of Marks and Spencer
are taken to find out whether their purchase decision is impacted from the endorsements made
by the celebrities (Basias and Pollalis, 2018).
3.7 Data Analysis
Data analysis is the major component of the whole investigation wherein techniques are
applied to derive understanding from the data collected by the researcher. The data can be
analysed in two types one is through the thematic perception test technique and the other is by
statistical packages for social sciences. The thematic perception test technique is used for
analysing the qualitative data set which is in the form of ideas and experiences of the
respondents. On the contrary the statistical packages for social sciences are used for evaluating
the numerical data and the figures that are gathered through the survey (Humphries, 2017). In
the current study the scholar has used the thematic perception test technique for analysing the
data that is gathered to know the impact of celebrity endorsement on the consumer buying
behaviour. This is the most appropriate method as the themes that are designed by the researcher
are qualitative in nature and will be effectually analysed by using this technique.
3.8 Reliability and validity
Reliability refers to the extent to which the experiment or the test conducted on the same
data will yield the same outcome on the repeated trials. On the other hand, validity accounts for
the degree of accuracy which will be reflected in a particular study that the scholar is attempting
to measure. In the current study the research has made use of the reliable and trusted sources for
the purpose of gathering data and relevant information pertaining to the topic (Groenland, 2021).
In addition to this, the researcher has taken prior approval from the mentor for the usage of the
stated sources and links for collection of information. For ensuring validity of the research, the
scholar has used appropriate research methodology while taking into consideration the key
characteristics of the study. Along with that, suitable and proper sample method is being elected
and respondents are not pressurized in any way for selecting specific choices from the given data
set.
3.9 Research limitation
There are certain limitation pertaining to the research like inadequate time, budget and
the other relevant resources for the purpose of effectively carrying out the research. Even with
16

the limited time frame, the scholar have ensured making the best use of the time available in
respect to gathering information which will result into achieving the desired results. Thus, time
limitation was the main limitation that has created problem in collection of information. For the
purpose of collection and analysis of the information, time and financial resources was limited in
comparison to the sample size (Davidavičienė, 2018). The data was complex and was gathered
from various sources which lead to creation of confusion. Therefore, it can be stated that
availability of more information is another limitation. It is important to have appropriate size of
sample with the aim of effectively analysing the data; therefore, insufficient sample size is also a
limitation as it is unable to represent statistical result of larger population.
3.10 Ethical consideration
It is considered as the most important part of research if this part is missed then it will
result into failure of the research. In respect to the current study, the scholar has ensured that the
research has been conducted by complying with the ethical standards. The researcher has taken
written consent from the research participants and also they are also not subjected to any harm in
any way (Kivunja and Kuyini, 2017). The respect and dignity of the respondents has been given
priority. In addition to this, the researcher has made sure maintaining the confidentiality of the
information and security of data by complying with the Data Protection Act. The researcher has
ensured that there is no use of offensive and discriminatory languages being used in the
formation of the questionnaire. Along with that proper acknowledgement to the work being
carried by other authors who is being used as the part of the research is properly cited. The
scholar has undertaken all the relevant steps in completing the research in a better and accurate
way avoid any sort of discrepancy or discrimination which may affect the sentiments of the
people involved. The scholar has met with the BNU policies along with the Data Protection Act
2018 regarding the anonymity of interviewees and confidentiality of data.
3.11 Chapter Summary
It can be inferred from the above that the researcher has identified the best research
methodologies which will help effectively completing the research along with attaining the
stated aims and objectives. Based on the data collected and the interpretations that are derived
the final outcome of the study can be analysed and the hypothesis shall be proved. This helps
conducting the study effectually and determines the results.
17

CHAPTER 4: RESULT AND DISCUSSION
4.1 Introduction
The result and discussion states about the data gathering and reflect upon the
information which is being derived from it which is further discussed. The purpose of the
upcoming section 4.2 is to critically analyse and interpret the outcomes derived from the survey.
4.2. Findings and Analysis
The complete questionnaire is attached in the appendix.
Theme 1: Greatest factor considered while buying a product
Particulars Respondents % Respondents
Price 12 40%
Brand 5 17%
Celebrity endorsement 10 33%
Other 3 10%
Total 30 100%
Price Brand Celebrity endorsement Other
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
40%
17%
33%
10%
% Respondents
18

Interpretation: Based upon the literature review and the primary research done, it can be stated
that the major factor which can affect the buying decision of the consumer is price which has
accounted for the 40% which is then followed by 33% which is affected by the celebrity
endorsement and only 17% of brand. This means that the celebrity endorsement is having an
influence but it is lower in comparison to the other factors but there are potential chances of
increase in the percentage as nowadays the purchasing power of consumers have expanded and
there are potential chances that the price will not be the major factors that the people will
consider while making a purchase (Osei-Frimpong, Donkor and Owusu-Frimpong, 2019). Thus,
celebrity endorsement is having fully ability to impact the buying decisions of consumer and
therefore, the organization by keeping an eye on this factor will result into bringing more
customers towards it which will lead to increase in the revenue and profitability of the
organization. In addition to this, putting more emphasis on the celebrity endorsement will also
help in drawing the attention of the consumer towards the brand resulting into the creation of the
brand value. Thus, these factors is having a great influence over the purchase decisions of the
end consumers, henceforth, relevant steps is required to be undertaken for effectively meeting
with the changing trend. Upon survey, it is clearly evident that the consumers still considers
price of the product as the most influential fact in making decision but it is also important to take
note that even under the influence of celebrity endorsement still price is considered by the
consumers.
Theme 2: Claims made in advertisement having celebrities is believable
Particulars Respondents % Respondents
Strongly agreed 9 30%
Agreed 7 23%
Neutral 4 13%
Disagreed 6 20%
Strongly disagreed 4 13%
Total 30 100%
19

Strongly agreed
Agreed
Neutral
Disagreed
Strongly disagreed
0% 5% 10% 15% 20% 25% 30% 35%
30%
23%
13%
20%
13%
% Respondents
Interpretation: It can be clearly stated from the above graphical representation is that the 30%
of the respondents are of the opinion or the view point that the claims which is being made in the
advertisement having celebrities are believable while in contrast to it 13% strongly disagrees to
this and 13% are of neutral opinion. Therefore, in reference to the literature review and the
outcome received it can be stated that the nearly equal proportion of the respondents agrees and
disagree to this fact. On the basis of this, the M&S is required to implement strategies in such a
way that it will help in making the consumers realize that the claims which is being made in the
advertisement is true and can be believed. In case, the organization succeeds in gaining trust of
the consumers then it may result into achieving the positive outcome of using celebrity
endorsement as a promotional strategy. The core essence of an advertisement is to make the
target audience believe about the product and the advantages it will bring to the business. In
addition to this, as per the literature review, it is essential for the organization to effective meet
with the key features or the factors pertaining to the celebrity endorsement which will result into
grabbing the attention of the consumers (Escalas and Bettman, 2017). Along with this,
credibility, trustworthiness, honesty and integrity of the endorser also plays an important role in
making the customers believe about the products and the claims being made by the celebrity.
Thus, the selection of celebrity is an important aspect which the M&S is required to take into
consideration. This will result into changing the perception of the people creating brand
20

recognition which will lead to the creation of the positive brand value along the enhancement in
the profitability of the organization.
Theme 3: Celebrities uses the product they endorse
Particulars Respondents % Respondents
Strongly agreed 4 13%
Agreed 4 13%
Neutral 6 20%
Disagreed 10 33%
Strongly disagreed 6 20%
Total 30 100%
Strongly agreed
Agreed
Neutral
Disagreed
Strongly disagreed
0%
5%
10%
15%
20%
25%
30%
35%
13% 13%
20%
33%
20%
% Respondents
Interpretation: The above chart depicts that the maximum number of participants disagreed that
the celebrity uses the product which they endorse and this accounted for 33% while the 20%
strongly disagreed. In contrast to it, the 13% strongly agreed and agreed to this. This is the most
21

important thing which comes to the mind of the consumer pertaining to whether the celebrity
actually utilizes the product. This point in respect to M&S has a great influence over the
consumers buying behaviour. On account of this, it becomes crucial to make sure that the
celebrity is having the required characteristics which are suitable for creating trust among the
people that the endorser in real life is making use of the endorsed product. In contrary, if the
consumers had a feeling that the endorser is actually just promoting the product and not making
use of it and this will result into drop in the sales of product, In addition to this, as derive from
the literature review, it will affect the brand value as well, as the people will start considering the
advertisement to be fake and will not be able to connect themselves with the advertisement
(Khalid and Yasmeen, 2019). Thus, M&S requires to take a note of this, based on which the
marketing team of the organization can understand the key loopholes in its promotional
activities so that they can take relevant actions for correcting the same. By depicting in such a
way that makes the people believe that the celebrity endorser is actually using the company's
product then this will be beneficial for the organization and will help in attaining the desired
goals and objectives in a better and effective way. Henceforth, it is relevant for the organization
to understand the perspective of the consumer in respect to the celebrity endorsement so that
they can believe in the advertisement and the brand as well.
Theme 4: Ads having celebrities catch the attention of consumers
Particulars Respondents % Respondents
Strongly agreed 10 33%
Agreed 7 23%
Neutral 5 17%
Disagreed 5 17%
Strongly disagreed 3 10%
Total 30 100%
22

Strongly agreed
Agreed
Neutral
Disagreed
Strongly disagreed
0% 5% 10% 15% 20% 25% 30% 35%
33%
23%
17%
17%
10%
% Respondents
Interpretation: It is being highlighted that the celebrity endorsement actually results into
drawing attention of the target customers. As per the outcome derived from the survey, it can be
stated that the 33% of the participants strongly agrees to the statement that the celebrity
endorsement attracts the customer's attention followed by the participants with 23%
agreeableness, while 17% are of neutral and disagreed view separately and at last 10% strongly
disagreed. The celebrity endorsement is actually having an impact over the customer and it
definitely grabs their attention to the advertisement irrespective of the fact that it might not result
into end sales but it is actually creates an interest among the people to have a view of the
product. Under this situation and results received, it can be inferred that M&S needs to ensure
that the celebrity endorsement promotional activity is presented in such a way that it will at least
result into gaining the attention of the target market (Cham and et.al., 2018). But it is also crucial
to know that the selected celebrity is able to connects itself or reflect the purpose of the
promotion and if this is done correctly, then it will consequently lead to promotion of the
product on a large scale as it will gather large customer group with the need presented in the
advertisement or finds familiar with the endorser. Therefore, celebrity endorsement assist in
grabbing the attention of the people which results into gaining positive outcome of the same in
terms of brand recognition, brand value, increase in customer base, positive trend in sales and
revenue and indirectly to the profitability of the organization. Thus, this point is needed to be
23

accounted for by the marketing team in order to ensure success through the way of attainment of
the desired outcome.
Theme 5: Switching from regular product to product endorsed by celebrities
Particulars Respondents % Respondents
Yes 18 60%
No 12 40%
Total 30 100%
60%
40%
Yes
No
Interpretation: In respect to the question, the possibility that the consumer will switch from the
regular product to product which is being promoted and endorsed by the celebrity, it is being
determined that the 60% of the respondents will make a switch while the remaining 40% will not
and this also means that most of the consumers buying decision is affected by the fact that the
product is endorsed by the celebrity or not (Lim and et.al., 2017). This can be taken as an
advantage to the organization and M&S which is a huge organization and having strong
financial strength can implement this form of promotional activities for making the customers
realize that their favourite celebrity is using their product which will result into influencing them
to make a switch. In contrast to it, there are sections of people who are of the opinion that their
decision is not affected by the fact whether the product is endorsed by the celebrity or not.
24

Therefore, M&S requires understanding the different types of people and their advertisement
should be presented in such a way that it influences all kinds of people with different thought
process. Persuading the consumer to makes switch from one product to another is a difficult task
and the celebrity endorsement strategy is having that potential if implemented in a right way.
Hence, it is essential for the organization M&S to effectively analyse the viewpoint of various
customer group which will help in identifying and formulating the strategy which is better for
influencing the customer's product buying decisions. Therefore, on an overall basis, celebrity
endorsement is having a huge potential in making the consumer’s change their decisions in
regard to which product should be purchased or switching to other product.
Theme 6: Ads having real life couple is more effective than ads which don't
Particulars Respondents % Respondents
Yes 20 67%
No 10 33%
Total 30 100%
Yes No
0%
10%
20%
30%
40%
50%
60%
70%
80%
67%
33% % Respondents
25

Interpretation: It can be inferred from the above graph that under celebrity endorsement, the
endorsers who the real life couple are promoting the same product is having greater influence
over the consumers in contrast to the ads which are not having real life couples. As per the result
derived, 67% responded “yes” while the other remaining 33% responded “no” to this statement.
But from the marketing and the promotional point of view, it is considered to be effective when
a real life couple promotes the same product either individually or together which is nowadays
considered very cute, emotional and touchy. These elements result into making the customer
linked and attached to the advertisement which consequently leads to the increasing the sales of
the product along with attaining the desired profit related goals (Escalas and Bettman, 2017).
This also results into creating a positive impression pertaining to brand and the organization into
the mind of the customers. Thus, it leads to grabbing more and more customers towards it and
even drawing customers of its competitors as well. This is something new which the
organization M&S can implement which results into generating a better outcome and meeting
the stated goals and objectives. This strategy is very effective in respect to increasing the sales
and revenue of the organization along with profits. Therefore, the outcome derived resembles
with the literature review and it can be interpreted that the use of couple celebrities in the
promotion of the product is the most effective thing that will ever happen to a business in terms
of growth and influencing the customers. In other cases, where the customers are least affected
by celebrity couple endorsement then the organization needs to come up with an attractive
promotional tactic which will induce and make such people draw towards it.
Theme 7: Ability to recognize the product because of the celebrity associated with it
Particulars Respondents % Respondents
Yes 25 83%
No 5 17%
Total 30 100%
26

Yes No
0%
10%
20%
30%
40%
50%
60%
70%
80%
90% 83%
17%
% Respondents
Interpretation: The above given table and graphical representation of the same, provides a
reflection of the thinking and the perception of the consumers in rest to identifying and
recognizing the product based upon the celebrity who were or are endorsing it. On looking at the
result, it can be said that the 83% of the consumers consents to the fact that they recognize a
brand based on the celebrity involved in it, in contrast to the remaining 17% respondents who do
not agree to this statement. The majority is saying “Yes” and thus, it becomes important for
M&S to make sure that the advertisement made by it are interactive in a sense that it creates a
long-lasting impact over the mind of the consumers which will consequently lead to the creation
of brand recognition. Associating the celebrity with a particular brand helps the target consumers
in remembering the brand for a longer term and in addition to this, celebrity involved in the
endorsement helps in effectively connecting with the consumers (Trivedi, 2018). This
consequently leads to persuading the consumers towards a particular brand on account of
making a purchase. If the organization attains success in making the brand recognizable then it
can have a better and effective outcome on the performance of the organization. This will
increase the potential to influence the changing consumer behaviour pertaining to a brand and
thus will largely to able to generate a better result in contrast to the results which is generally
being derived on a normal advertising basis. It becomes very crucial for the management in
making strategies which will be very effective in meeting with the stated objectives. This is one
27

of the important characteristics of an effective celebrity endorsement and on meeting up with
this will lead to positively implication over the business growth.
Theme 8: Frequency of buying a product endorsed by celebrity
Particulars Respondents % Respondents
Twice a week 2 7%
One's a month 12 40%
Twice a month 16 53%
Total 30 100%
Twice a week
One's a month
Twice a month
0% 10% 20% 30% 40% 50% 60%
7%
40%
53%
% Respondents
Interpretation: In relation to the literature review, it can be defined that the celebrity
endorsement sometimes has a major impact over the consumers which might be because of the
reason that the consumer is a big fan of that endorser. Under such situation, consumer intends to
do what the celebrity endorsement is doing in order to look or behave in the way particular
celebrity does. Therefore, this leads to increase in the consumption of the product which is being
promoted by the celebrity. Based on the primary research, it is derived that 53% of participant
would make a purchase twice a month, while only 40% of the respondents will buy one's a
28

month and thus, only 7% makes a shopping of twice a week. It means that even if the consumer
buying behaviour is highly affected by celebrity endorsement the frequency related to the
purchase decision is not highly affected. Effective celebrity endorsement will make the customer
attract towards it but how quickly the consumer is buying the product again is not evident.
Mostly consumer makes a purchase twice a month which seems to be normal in the context to
the fashion industry (Xu and et.al., 2017). This result is very much relevant for M&S in order to
undertake decision on how to influence the consumer in making a purchase in regard to the
celebrity endorsement. This answer to the question can be appropriately linked to the literature
review, can be concluded that the use of celebrity endorsement is a crucial marketing tool but
analysing its impact over the consumer is a complex and difficult task which the M&S is needed
to understand. Based upon this analysis, a decision can be made pertaining to the production of
the product and the easy and timely availability of the same to the consumers which build better
image of the brand.
Theme 9: Buying a product not endorsed by the celebrity in comparison to one which is
endorsed by a celebrity.
Particulars Respondents % Respondents
Definitely 17 57%
Maybe 8 27%
Doesn't matter 5 17%
Total 30 100%
29

57%
27%
17%
Definitely
Maybe
Doesn't matter
Interpretation: From the above graphical representation, it can be inferred that if given a choice
to the consumers in regard to buying a product which is not endorsed by a celebrity in contrast to
the one which is endorsed and based on the outcome derived, the maximum number of
participants are ready to make a purchase irrespective of the fact whether it is endorsed or
promoted by a celebrity or not and this accounted for 57% of the total respondents. In
comparison to it, 27% of the respondents are not sure and may or may not make a purchase and
for the remaining 17%, it does not matter product is being promoted by a celebrity or not. It
highlights that the implication of the celebrity endorsement is large for the most of the
consumers in respect to undertaking the decision in regard to which product should be purchased
while the other consumers are not sure and are of the neutral opinion that they will buy the
product or not (Ugwuanyi and Emezue, 2018). Therefore, as stated in literature review, celebrity
endorsement plays an important role in the context to the fashion sector which cannot be
neglected since the celebrity endorsement leads to the development and the creation of the
attitude and behaviour which the consumer is willing to accept and thus, it results in influence
the consumers decision in respect to the buying of the product of the company. M&S by
determining the reasons behind the consumer’s decision to make a purchase results into
managing the outcome and the expected result. This will also assist in undertaking the decision
to the entity in regard to whether to promote the product through celebrity endorsement or not
30

and make use of normal form of advertisement. Also, it is an expensive affair, thus, decision is
needed to be made very carefully.
4.3 Chapter Summary
This chapter has helped the researcher in finding answers to the research questions
which resulted into completing the research study in a better way along meeting with the desired
outcome. This is achieved through the way of graphical representation of the data collected
which resulted into clear representation of the data.
31

CHAPTER 5: CONCLUSION AND RECOMMENDATIONS
5.1 Introduction
The purpose of this chapter is to confirm the realisation of the research aim and
objectives, identify key findings and outline recommendations. In Section 5.2, a proper
evaluation is done whether the stated objectives are being achieved or not.
5.2 Realisation of Research Aim and Objectives
5.2.1 Realisation of Objective 1: Effectively understanding the concept of celebrity
endorsement which is being achieved through the usage of the secondary data analysis.
5.2.2 Realisation of Objective 2: Identifying the impact of consumer buying behaviour in the
UK fashion industry, this objective was being achieved through the way of making use of the
various secondary sources of data.
5.2.3 Realisation of Objective 3: Extent to which celebrity endorsement affects buying
behaviour of M&S customers. This has been clearly realized through the survey conducted.
5.2.4 Realisation of Objective 4: Based upon the analysis and interpretation, certain effective
strategies are recommended to M&S in respect to sales enhancement.
5.3 Conclusion
In conclusion to this report, it has been articulated that in fashion industry celebrity
endorsement strategy significantly affects customer buying behaviour (CBB). Currently, UK
fashion sector is highly growing as its offers products or services through both the mediums
online and offline. For addressing research questions qualitative type has been used so that
impact of celebrity endorsement (CE) aspect on customer’s buying behaviour can be studied
appropriately. Besides this, it can be inferred that other than CE there are several factors which
closely influences customer’s decision making. It can be summarized from survey that
customers consider price and brand while making purchase from M&S. However, on the critical
note, it has assessed that customer’s neutrally agreed with claims done by celebrities. It has
found from evaluation that CR assists M&S in gaining and increasing customer’s attention
towards brand to the significant level.
Along with this, it can be said that results pertaining to conversion in terms of customer’s
high when business unit includes celebrities in advertisement. It can be mentioned that CBB can
32

be affected positively by including real life couple in advertisements. In addition to this, survey
results clearly exhibit that CE ensures brand recognition in the mind of customers to a great
extent. This in turn helps in maximizing brand image, market share and thereby both
productivity as well as profitability. It can be seen in the report that possibility of purchase is
higher in CE rather than others. Moreover, advertisements which include views of celebrities
have greater influence on their fans. Further, such kind of advertisements also gains attention of
customers. Thus, referring overall aspects it can be entailed that CE strategy undertaken by
M&S positively affects decision making of customers about purchase. However, at the time of
strategy formulation management team of M&S should also keep in mind other factors that have
impact on CBB.
5.4 Problems/Limitations
The major limitation or problem faced is that due to the ongoing pandemic in-depth and
extensive primary research was not carried out. This resulted into limited availability of the
information.
5.5 Recommendations
On the basis of issues assessed, business unit is advised to follow below mentioned aspects
which in turn prove to be more beneficial for it such as:
 M&S should focus on undertaking competitive pricing strategy which helps in attracting
more customers towards products or services offered by it. Moreover, along with
celebrity endorsement strategy, price is recognized as one of the main factors which have
influence on buying decisions of customers.
 Further, emphasis need to be placed on presenting true and appropriate information in
advertisements while employing celebrity endorsement strategy. By doing this, M&S can
develop effectual image in the mind of customers and thereby entice decision making
pertaining to purchase as well.
 For increasing customer base and market Share Company should undertake social media
marketing strategy for promoting products or services globally. Moreover, in the
competitive business arena M&S needs to lay focus on SMM besides celebrity
endorsement strategy.
33

34

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ABOUT US. 2021. [Online]. Available
Through:<https://corporate.marksandspencer.com/aboutus>.
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APPENDIX
Questionnaire\
1. What is the greatest factor you consider while buying a product?
 Price
 Brand
 Celebrity endorsements
 Other
2. Is the claims made in advertisements having celebrities believable?
 Strongly agreed
 Agreed
 Neutral
 Disagree
 Strongly disagreed
3. Do you think that the celebrity using that product is believable?
 Strongly agreed
 Agreed
 Neutral
 Disagree
 Strongly disagreed
4. Do you agree ads which have celebrities catch your attention?
 Strongly agreed
 Agreed
 Neutral
 Disagree
 Strongly disagreed
5. Would you switch from you regular products to a new product endorsed by your favourite
actor/ actress?
 Yes
 No
6. Do you think ads having real life couples are more effective than those which don’t?
 Yes
 No
7. Are you able to identify the product because of the celebrity associated with it?
 Yes
 No
8. How often do you buy a product which is endorsed by a celebrity?
 Twice a week
 One's a month
 Twice a month
9. If given a choice would you buy a product which is not endorsed by a celebrity than one
which is ?
 Definitely
 Maybe
 Doesn’t matter
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Research Methods/Dissertation
Research Ethics Checklist – Undergraduate Students
A checklist should be completed for every research project; this is used to identify whether a full
application for ethics approval needs to be submitted to your Faculty Ethics Committee.
1 Applicant details
Name of Researcher
(Student):
Constantin Adrian Negru
Module name and number: BM634-DISSERTATION
Name of Module Leader: Harpreet Kaur
Course: BM634-DISSERTATION
2 Project details
Project title: To analyse the impact of celebrity endorsement on consumer buying
behaviour in UK fashion sector. A study on Marks & Spencer
Please provide a brief description of the project:
 To understand the concept of celebrity endorsement.
 To identify factors that impact consumer buying behaviour within UK fashion sector.
 To assess the extent which celebrity endorsement affects buying behaviour of M&S
customers?
 To recommend effectual strategies to M&S regarding sales enhancement through
celebrity endorsement.
Aim of the research: The aim of the study is to analyse the impact of celebrity endorsement
on customer buying behaviour with regards to M&S.
39

Methods employed to collect data and the participants:
Both primary and secondary data collection methods
3 Research checklist (select “YES” if the risk is more than minimal)
Please answer each question by ticking the appropriate box:
YES NO
1. Does the study involve students within the University? x
2. Does the study involve employees of the University? x
3. Does the study involve participants who are particularly vulnerable or
unable to give informed consent (e.g. children, those with cognitive
impairment)?
x
4. Will the study require the co-operation of a gatekeeper for initial access
to the groups or individuals to be recruited (e.g. students at school,
members of self-help group, residents of nursing home)?
x
5. Will it be necessary for participants to take part in the study without their
knowledge and consent at the time (e.g. covert observation of people in
non-public places)?
x
6. Will the study involve discussion of sensitive topics or illegal activity
(e.g. sexual activity, drug use)?
x
7. Will the research involve administrative or secure data that requires
permission from the appropriate authorities before use?
x
8. Is there a possibility that the safety of the researcher may be in question
(e.g. in international research: research at airports)?
x
9. Does the research involve members of the public in a research capacity
(participant research)?
x
10. Will any of the research take place outside the UK? x
11. Will the research involve respondents to the internet or other visual/vocal x
40

methods where respondents may be identified?
12. Will research involve the sharing of data or confidential information
beyond the initial consent given?
x
13. Will financial inducements (other than reasonable expenses and
compensation for time) be offered to participants?
x
If any item is ticked then an application to your Faculty Research Ethics Committee is required.
Instructions for students
1. You must complete this form BEFORE you commence your primary data collection
2. The form must be submitted together with your research proposal
3. Your approved ethics form must be included in your final submission as part of your
appendices. This is a University requirement and if the ethics form is not included your
work will not be marked
The student has been made aware of the University’s Code of Good Research
Practice and relevant professional codes of conduct
The participant information sheet or leaflet is appropriate (where applicable)
The procedures for recruitment and obtaining informed consent are appropriate
(where applicable)
Comments from supervisor (please complete this section if you have any reservations
about the proposed research):
Please leave blank Supervisor Use
I confirm that work as described will be carried out in full conformity to all ethical
41

standards and any additional professional requirements.
Name (please print): Harpreet Kaur
Signed:
Date: 05/03/2021
ETHICS SUB-COMMITTEE APPROVAL
Name Remark Sign Date
*Please leave blank (Instructions for supervisors)
Please check the appropriate boxes. Even if the student has answered ‘no’ to all questions in
Section 3, the study should not begin until all boxes have been checked and the form has been
approved by you.
42