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Relationship of celebrity effect and purchase intention of consumer

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Added on  2020-06-03

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Dissertation (Relationship of celebrity effect and purchase intention of consumer) INTRODUCTION 1 1.1 Overview 1 1.2 Background of the study 2 1.3 Significance of research2 1.4 Rationale of the study3 1.5 Research Aim 3 1.6 Research Objectives 4 1.7 Research Questions 4 CHAPTER 2: LITERATURE REVIEW5 2.1 The impact of celebrity culture on consumers buying behaviour. 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

Relationship of celebrity effect and purchase intention of consumer

   Added on 2020-06-03

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Dissertation(Relationship of celebrity effect andpurchase intention of consumer)
Relationship of celebrity effect and purchase intention of consumer_1
Table of ContentsINTRODUCTION...........................................................................................................................11.1 Overview...............................................................................................................................11.2 Background of the study ......................................................................................................21.3 Significance of research .......................................................................................................21.4 Rationale of the study ...........................................................................................................31.5 Research Aim .......................................................................................................................31.6 Research Objectives .............................................................................................................41.7 Research Questions...............................................................................................................4CHAPTER 2: LITERATURE REVIEW ........................................................................................52.1 The impact of celebrity culture on consumers buying behaviour. .......................................52.2 The traditional norms and different celebrity culture which is effective for modernsociety.........................................................................................................................................62.3 The importance of celebrity culture that really affects consumers perception which arerelated with brand image and high position at market place. .....................................................7REFERENCES ...............................................................................................................................9
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TITLE“To find out the significance of celebrity effect on consumers' perception on brandpositioning and purchasing products” INTRODUCTION1.1 OverviewIn today's modern scenario, fashion and its new culture plays most effective role atmarket place (Wiedmann and Hennigs, 2012). The choices and preferences of customers aredifferent from each other that are based on new market trends. In the present decade, there is aneffective relationship that arises in between celebrity culture and fashion. These two elements arevery much close to each other and has a vast impact on market trends and fashion culture. Theattitude, behaviour and dressing style of celebrities mainly affect the fashion trends immediatelybecause large number of people recognise them as their ideal in fashion sense. People are mainlyattracted 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 throughconducting an advertisement about their products and offered services with the help of any sportsperson, actor, entrepreneur, athlete, etc. who are very much suitable for the particular productand brand. 1.2 Background of the study Celebrity trend and fashion culture are interlinked with each other. Celebrities are verymuch effective in introducing a new product at market place through providing an effectiveadvertising campaign at their target market. Each business organisation is focused on gainingattention of large number of customers towards their firm in order to attain high competitiveadvantage in the market. Style culture has direct impact on fashion industry as various femalefashion icons are influencing the behaviour of clients who are willing to take advantage ofsimilar kind of products and services as well as male fashion icons are helpful in attracting malecustomers towards any particular brand or product (Jarvie, 2013). Celebrities are very mucheffective 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 onconsumers' perception on brand positioning and purchasing products. This is the most effectivetopic in this modern scenario and has a huge impact on customer’s choices and preferences. 1
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