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Impact of Celebrity Endorsements on Consumer Brand Loyalty

   

Added on  2020-12-29

18 Pages4813 Words313 Views
Research Methodologies
Impact of Celebrity Endorsements on Consumer Brand Loyalty_1
Table of ContentsTitle : “Impact of celebrity endorsements on Consumer brand loyalty - A case study on Hilton”.4CHAPTER 1 : INTRODUCTION...................................................................................................4CHAPTER 2: RESEARCH METHODOLOGIES..........................................................................5CHAPTER 3 : DATA ANALYSIS ................................................................................................8CHAPTER 4 : ETHICS ..................................................................................................................8SUBMISSION 2: LITERATURE REVIEW...................................................................................9CHAPTER 1 : INTRODUCTION TO LITERATURE REVIEW...............................................10CHAPTER 2 : MAIN BODY........................................................................................................10The influence of celebrity endorsement on hospitality business..............................................10Strategies related to celebrity branding or endorsement...........................................................11Importance of celebrity endorsement towards brand awareness...............................................13CHAPTER 3 : LITERATURE CONCLUSION ...........................................................................14REFERENCES .............................................................................................................................15Books and Journals .......................................................................................................................15
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Submission 1: Research DesignProposal
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Title : “Impact of celebrity endorsements on Consumer brand loyalty - A casestudy on Hilton”CHAPTER 1 : INTRODUCTIONAdvertisement or promotion is an effective method of attracting customers used by eachand every organisation to increase their sales and profitability. It is also responsible for brandawareness, loyalty and image in the market-place. Celebrity endorsement is also a popular toolused by many companies nowadays to promote their goods and services. It can be defined as aperson who enjoys public recognition and utilises this recognition on behalf of a consumerproduct by appearing with it in an advertisement. This process is also known as publicizing orcelebrity branding in which a celebrity becomes a brand ambassador to promote a product,service or organisation by using his or her status for example – Cristiano Ronaldo for Tag Heuer,Selena Gomez for Puma etc. The present research is in context to a leading Hotel chain – HiltonGroup of hotels operating its business all over the world. This report will examine influence ofcelebrity endorsements on brand loyalty of the cited firm. In order to identify the impact of thisbranding technique researcher will use various research methodologies such as research design,technique, sampling, data collection and literature review. The report will also include effectiverecommendations for using celebrity endorsements in Hotel Hilton to sustain its brand positionand loyalty among its customers. Aim of the study – “To identify the impact of celebrity endorsements on brand loyalty in HiltonHotel” Objectives:To examine the influence of celebrity endorsement onHilton Hotel.To determine importance of celebrity endorsement towards brand awareness To examine consumer's perception towards effectiveness of celebrity endorsements. To recommend strategies related to celebrity branding or endorsement. Propose of the study The propose of this study is to identify = impact of celebrity endorsement on businessesor organisations such as Hilton hotel. Significance of celebrity endorsement will be analysed inthis research with respect to the cited firm in Malta. It will also identify perceptions of customerstowards use and effectiveness of celebrity endorsement in an organisation. In addition to thisstudy will also identify the impact of using celebrities for promotion on business performance
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