RESEARCH PROPOSAL of celebrity endorsement INTRODUCTION

RESEARCH
PROPOSAL
of celebrity
endorsement

Table of Contents
INTRODUCTION...........................................................................................................................2
REFERENCES..............................................................................................................................10
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INTRODUCTION
In the present time, marketing trends is completely changed as compare to the previous
one. Organisation uses the latest strategies and tactics of marketing to attract large numbers of
customers like social media, online advertisements, marketing campaign etc. Celebrity
endorsement is a form of brand or advertisement campaign that involves a well-known person
using his/her fame help to promote a product and service in the market. With the help of
television, social media, internet, newspaper, magazines, poster, bill boards etc. celebrity
promote product and services in order to attract customer (Fotis, John, Buhalis and Rossides,
2016). In simple words, it can be said that celebrity branding or celebrity endorsement is
marketing strategy and kind of advertisement campaign that is used by organisation, brand and
non-profit organisation under which they involve celebrity and well popular person in order to
promote and advertise product and services of organisation in the market. In this marketing
strategy, well known and popular person and celebrity uses their fame and popularity to aid to
company in promoting product and services in the market. This marketing strategy is usually
used by fashion or beauty brands. the major importance of celebrity endorsement in the
organisation context is related to build brand equity as company can able to develop brand equity
with help of celebrity endorsement. However, non-profit organisation also uses celebrity
endorsement for promoting and advertisement product and services because celebrity have skill
of mass communication through which they can attract people and gain their attention toward
brand.
Consumer behaviour and choice is very sensitive as its may affect by several components
like demographical, geographical, social, situational, personal etc. It is very important for
organisation to understand the actual demand, taste, requirement of customer regarding product
and services through which firm can fulfil their requirement. Celebrity branding and celebrity
endorsement is very effective to attract and influence customer decision and choice at the time of
purchasing product and services (Fritz, 2013).
In the current dissertation study, researcher have major aim is to determine the
significance of celebrity endorsement to consumer demands in the market (Beard, 2014). With
assistance of this study, scholar can gain effective knowledge about importance of celebrity
endorsement and its impact upon the consumer decision making and choice regarding product
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and services. Gillette Corporation has been selected for the research organisation as it is brand of
men and women safety razors and other personal care products including shaving supplies,
owned by the multinational corporation Procter and Gamble. In the current research study,
scholar has applied qualitative research technique for identifying the significance of celebrity
endorsement in the consumer decision making process (Gautam, 2012).
Research Aim
To analyse the importance of celebrity endorsement to consumer demands and its impact upon
consumer decision making process: A case study of Gillette
Research objective
 To understand meaning and terminology of celebrity endorsement
 To identify the significance of celebrity endorsement in consumer decision making and
choice regarding product and services To assess that how and with what success the celebrity endorsement used in the consumer
decision making process regarding product and services.
Research Question
How and why does celebrity endorsement affect consumer demand. A Case study analysis on
Gillette.
Rationale of the study
Celebrity endorsement is very interesting subject because in the present time, millions of
organisations are using this marketing strategy ad campaign for advertising their products and
services in the market. At the time of selecting research topic, several factors will give
contribution. One major reason for selecting this research topic is researcher has huge interest
and curiosity in the celebrity endorsement (Dinan, 2000). With assistance of this study,
researcher just wants to determine the importance of celebrity endorsement in the consumer
demand and decision making process regarding product and services. In addition to this, good
knowledge of the subject has another one reason that influence researcher to select the proposed
research topic.
Significance of study
In the current research study, the major aim is to analyse the importance of celebrity
endorsement to consumer demands and its impact upon consumer decision making process. With
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