Celebrity Endorsement and Consumer Behavior

This assignment examines the significant influence of celebrity endorsements on consumer behavior. It delves into how celebrities impact consumer attitudes, purchase intentions, and brand loyalty. The analysis considers various factors that contribute to this influence, including the alignment of celebrity image with brand values, target audience demographics, and cultural context.

Dissertation
(Relationship of celebrity effect and
purchase intention of consumer)

Table of Contents
INTRODUCTION...........................................................................................................................1
1.1 Overview...............................................................................................................................1
1.2 Background of the study ......................................................................................................2
1.3 Significance of research .......................................................................................................2
1.4 Rationale of the study ...........................................................................................................3
1.5 Research Aim .......................................................................................................................3
1.6 Research Objectives .............................................................................................................4
1.7 Research Questions...............................................................................................................4
CHAPTER 2: LITERATURE REVIEW ........................................................................................5
2.1 The impact of celebrity culture on consumers buying behaviour. .......................................5
2.2 The traditional norms and different celebrity culture which is effective for modern
society.........................................................................................................................................6
2.3 The importance of celebrity culture that really affects consumers perception which are
related with brand image and high position at market place. .....................................................7
REFERENCES ...............................................................................................................................9

TITLE
“To find out the significance of celebrity effect on consumers' perception on brand
positioning and purchasing products”
INTRODUCTION
1.1 Overview
In today's modern scenario, fashion and its new culture plays most effective role at
market place (Wiedmann and Hennigs, 2012). The choices and preferences of customers are
different from each other that are based on new market trends. In the present decade, there is an
effective relationship that arises in between celebrity culture and fashion. These two elements are
very much close to each other and has a vast impact on market trends and fashion culture. The
attitude, behaviour and dressing style of celebrities mainly affect the fashion trends immediately
because large number of people recognise them as their ideal in fashion sense. People are mainly
attracted towards their favourite superstars and follow their style in regular life. In today's era,
business organisations are focused on gaining attention of large number of customers through
conducting an advertisement about their products and offered services with the help of any sports
person, actor, entrepreneur, athlete, etc. who are very much suitable for the particular product
and brand.
1.2 Background of the study
Celebrity trend and fashion culture are interlinked with each other. Celebrities are very
much effective in introducing a new product at market place through providing an effective
advertising campaign at their target market. Each business organisation is focused on gaining
attention of large number of customers towards their firm in order to attain high competitive
advantage in the market. Style culture has direct impact on fashion industry as various female
fashion icons are influencing the behaviour of clients who are willing to take advantage of
similar kind of products and services as well as male fashion icons are helpful in attracting male
customers towards any particular brand or product (Jarvie, 2013). Celebrities are very much
effective in changing the social perception of people about dressing, clothing, living standard,
food culture, etc. The present research is based on finding out significance of celebrity effect on
consumers' perception on brand positioning and purchasing products. This is the most effective
topic in this modern scenario and has a huge impact on customer’s choices and preferences.
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1.3 Significance of research
The present dissertation is based on finding out the significance of celebrity effect on
consumers' perception on brand positioning and purchasing products. The major purpose of each
business organisation is to generate more profit and revenue in order to reach at higher position
in market place. In today's modern world, people are mainly attracted towards a strong brand
image just for enhancing their standard and class. Celebrities are most essential part of this
modern society; people are very much influenced with the attitude, dressing style and behaviour
they carry (Danesi, 2015). Among all this fashion is very much impactful in changing the
perception of people about the trend and culture. Fashion icons are helpful in rendering a positive
impact on customers about the perception of purchasing a particular product. People are mainly
buying those products on which they are having interest or goods that are promoted by their
favourite fashion icons or celebrities.
1.4 Rationale of the study
The purpose of current research is to identify the significance of celebrity effect on
consumers' perception on brand positioning and purchasing products. By carrying out field of
study, valuable outcomes will be attained through some relevant practices (Whiteley, 2011). It is
the responsibility of investigator to evaluate the rationale behind present study so that it can be
identified that how much it is effective for the success of fashion industry.
What is the research issue?
Current issue which is identified in the research work is to find out the significance of
celebrity effect on consumers' perception on brand positioning and purchasing products.
Celebrities play the most effective role at market place as well as on human’s daily life. So, after
conducting analysis on this particular topic, an effective result can be drawn which will help
them in attaining the desired goals and objectives.
Why it is an issue now?
This is considered as the major issue which reflects due to any change that arise in
fashion trend and culture. In this modern scenario, people are mainly attracted towards the
celebrity’s behaviour and fashion style.
What could this research shed light on?
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The present project is focused on customer’s choices and preferences that are relay on
celebrities behaviour and fashion sense. In order to establishing modernisation at market place
each business organisation is focused on creating brand awareness among public through
selecting a fashion icon who are very much popular among large number of public. So, in this, an
analysis has been conducted which helps in identifying the impact of celebrity trends on
customer’s perception.
1.5 Research Aim
This can be described as the most effective element of research work because whole
research activities are depend on research aim (Lazarevic, 2012). This helps in providing a
proper guidance to researcher for carry out whole activities in an appropriate direction. The
major aim of this present research is “To finding out the significance of celebrity effect on
consumers' perception on brand positioning and purchasing products”.
1.6 Research Objectives
Research objectives can be considered as the important outcomes of project that provide
significant help to the researcher for generating some suggestions and recommendations on the
basis of accumulated findings. The objectives are linked with research aims in order to moving
forward towards a right direction. Some important objectives are described as under:
 To ascertain the impact of celebrity culture on consumers buying behaviour.
 To identify the traditional norms and different celebrity culture which is effective for
modern society.
 To measure the importance of celebrity culture that really affects consumers perception
which are related with brand image and high position at market place.
1.7 Research Questions
The present research is based on to finding out the significance of celebrity effect on
consumers' perception on brand positioning and purchasing products The researcher is
responsible to identify an exact list of research questions so as to assist proper guidance to
complete research work (AR, 2012). In present case the researcher emphasizes on identifying
solutions to following list of questions:
 How the celebrity culture may impacted on consumers buying behaviour?
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 How consumers are be affected by celebrity culture even through their traditional norms
and culture are different?
 How significant that the celebrity culture really affects consumers’ perception on brand
image and position when they make decisions on purchasing products?
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CHAPTER 2: LITERATURE REVIEW
This is the most essential part of research work and plays very effective role in carry out
the research activities in right direction. It is essential to conduct an analysis of the previous
literatures and information extracted by secondary sources (Ilicic and Webster, 2011). The
review of previous literature helps in conducting an effective analysis from all the relevant
components. The researcher needs to conduct an in-depth analysis of information and data that
are published by way of secondary sources. This section helps in sets a path for researcher
through rendering an in-depth overview of all relevant components of research. With the help of
this section of literature review researcher is able to generate an in-depth overview of various
elements that are related to the field of ant particular topic and study. In this section a brief
discussion has to be provided by the point of view of various authors and writers who are having
significant command on some specific area of knowledge (Aagerup, 2011). This part of literature
helps in accumulating valuable out come and result. Moreover, the outcomes derived in previous
studies is identified so as to analyse literature gap. An in-depth analysis of theories and literature
published in past is conducted through this part of research. In this modern world, each
individual is influenced with the modernity of celebrity trend as they are using various products
which are new at market place and through this, large number of population get easily attracted
towards the product (Griswold, 2012). This is the best way to create brand awareness among
people about any new or existing product. Mostly, large as well as small business enterprises are
focused on attracting customers with the help of a fashion icon who is very much famous among
population such as the global infatuation on the most popular sports, football superstar and
fashion icon, David Beckham in 2000. The most famous and high quality sport’s brand Adidas
selected Beckham as their brand ambassador in order to improve firms brand image and goodwill
at marketplace. This is the best way to gain competitive advantage at market place because in
this modern era, there is high competition available for a single product or service (Fieldhouse,
2013). The above mentioned example is helpful in expressing the idea that celebrity culture has
significant relationship with fashion industry and fashion business.
2.1 The impact of celebrity culture on consumers buying behaviour.
As per the view point of James Powell, 2010, Celebrities do a huge influence on
consumers buying behaviour. The major motive of each business organisation is to gaining high
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profit and market share through offering variety of goods and services to their potential buyers
who are willing to taking advantage of offered products and services of firm. In today's modern
society people are very much attracted towards the behaviour and fashion style of celebrities and
this has huge impact on their choice and preferences (Madahi and Sukati, 2012). The demand of
customers are based on new market trend which reflects from the changes arises in celebrities
culture and style. Each individual having their own set of needs and choice and their basic
demands are based on their attitude and preferences. Celebrities culture are mainly impacted on
teenagers who are very much focused on making their self out standing in front of people, they
usually moving forwards towards high brand and high quality products. It has some positive as
well as negative impact on customers buying behaviour. Organisations are taking advantage of
humans attraction on celebrities through select them as their brand and product icon in order to
gaining attention of large number of people towards their brand and product (Erdoğmuş and
Büdeyri-Turan, 2012). The major positive impact of celebrity culture is that it helps in
influencing the buying behaviour of customers and effective on buying decision of consuming
any product and services. Over various years many companies are actively using celebrities in
endorsing both fast moving consumer products that are widely used by customers in their daily
life (Sola, 2012). Celebrity culture plays most vital role in influencing customers buying
intention that are linked with various countries and culture. Mostly organisation are focused on
investing a huge amount in advertising campaigns in which company use different fashion icons
in order to gaining attention of people, so that firm can attain high competitive advantage at
market place. The most negative impact of celebrity culture is that people are negatively
influence with the celebrities and their living standard like people have started various wrong
activities which may impacted on society and culture of people. It is required for fashion industry
to keep personal data and information of celebrities more confidential in nature so that it does not
impact on negative way. Each business firm select some actors, sports person or any business
tycoon who are contributing their best at market place for developing culture and norms of
society (Davcik and Sharma, 2015). They are very much influencing for people and society, so
large number of customers are easily attracted towards brand and its products. Companies such
as Adidas, Nike and Puma as most popular sports brand they are using various sports persons as
their product icon and liked by large number of people. This is a best way to gaining attraction
and increasing sales and revenue of company. This also helps in attaining competitive advantage
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at market place in order to providing competition to their competitors. There is a huge impact of
fashion culture on organisational performance as companies are focused on adopting new
changes at market place in order to provide high quality products and services as per the need
and wants of customers. In today's scenario, fashion companies are corporate with celebrities in
respect to raise brand awareness and also helps in modifying their styles as well.
2.2 The traditional norms and different celebrity culture which is effective for modern society.
According to the view point of Kathy Benjamin, 2015, Celebrities are having positive as
well as negative impact on modern society. Some people are very much attracted towards
fashion brands and some are attracted towards fashion icons. In today's modern society each age
of people are influenced by celebrity and their life styles, people wants to become like their ideal
icons, so for this they mainly focused on follow their behaviour, dressing sense and living
standards (Zhang and Kim, 2013). Celebrity cultures is an important modern phenomenon which
emerged amid of twentieth century trends as a fast development in customers culture and
urbanisation. In today's modern era people are very much focused on satisfying their own needs
and wants through consuming products and services which are offered by companies in order to
enhancing their performance at market place. In this modern era various people follow different
religion, tradition and culture and they act as per their own norms and culture. Celebrities are
also belongs from different culture and society, so small companies who are established in a
single geographical area use celebrities who are related with a single culture and follow their
norms as their promoter and product icon in order to gaining attention of people who are very
much willing to taking benefits of offer products and services (Sasmita and Mohd Suki, 2015).
This is a best way to attract customers towards any product or services. This may influence the
buying behaviour of customers. Customers are very much affected by the modern culture and
different traditional norms which are followed by them or their families. Consumers are attracted
towards various things in which some are described as under:
Interest of people: Different people are having their interest in different field. Mainly their
interest are based on their culture and tradition, so it is required for organisations to identifying
the actual needs and wants of customers who are available at market place in order to producing
goods and services (Bian and Forsythe, 2012). People consume mostly those products in which
they are having more interest as some consumers are very much attracted towards fashion brands
some are go towards sports and some are concern on food products.
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Social trend: In this modern world, the choice and preferences of customers are different from
each other and their demand influence as per the change arises in social trend. Large number of
customers are go towards new trend that has impact on buying decision of customers. Celebrities
are helpful in changing customers decisions as per the new trend at market place (Lv, and Wang,
2012). celebrity follow different culture as per their cast, tradition and norms and they are very
much down to earth and contributing their best in developing their culture at market place so that
customers can easily influence by them. Organisations are focused on creating these kind of
models, actors and sports person as their business icon in order to enhancing their sales which
may impacted on growth and success of firm.
2.3 The importance of celebrity culture that really affects consumers perception which are
related with brand image and high position at market place.
According to the view point of Kaynak and Kara, 2013, the significance of celebrity
culture is highly affective towards society and marketing of products. The reason behind this
saying is because in today's scenario people follow celebrities and their lifestyle specially, so
common people try to absorb what celebrity prefers (Kastanakis and Balabanis, 2012). For
example: If a common man is following his idol like any footballer, then he will try to absorb the
lifestyle of the celebrity. So after analysing this thing that people follow and absorb their idol's
lifestyle, organisation started using celebrity in advertisement. It proved as effective because of
the fan following. Major importance of celebrity culture towards organisation's brand image and
high position:
 Production: When a popular and trending celebrity who has major fan following started
advertisements for a particular brand, production will automatically increase due to
mindset of people which is that the brand which celebrity is using is good and effective
(Blackledge and Creese, 2014). So this mindset will lead them to purchase certain
product and thus production will increase automatically. For example: Michael Jordan
who is the most popular and best player of basketball promotes any shoe brand then the
die hard fans or who are passionate about basketball will certainly go for those pair of
shoe and in turn this will change their perception about company and thus more
consumers will added.
 Goodwill: Goodwill is the major part of any organisation as it causes revenue to generate
more and more . It can be related to celebrity culture and customer perception. Let it be
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explained by an example: Lionel Messi who is a superstar and expert player in Football.
His fan following is in billions across the globe. Now any organisation which has taken
step in market for the first time and wants their products to reach every house, then that
organisation can choose Messi for promotion (CHIU and et. al., 2014). After promotion
done by this celebrity people will opt for that new deodorant and thus market value and
reputation will automatically be built.
Thus it is clear from above points that celebrity culture is highly important for changing
customer's perception. People mindset is the major cause behind these changes of perception and
increase of market value by advertisement. People now-er days follow social trends and adopt it
very fast due to which customers switches to new products (Šustić, 2016). Due to which
celebrity who are in trends are used by organisations for brand upliftment and revenue generates.
Thus it can be said that customer who follows trends and other social factor can be easily
switched to other perception.
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REFERENCES
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Sola, A., 2012. The impact of celebrity endorsement on strategic brand management.
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Online
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[Online].Available through: <https://www.campaignlive.co.uk/article/influence-
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