Assessing Celebrity Endorsement Influence: Gucci Fashion Products

This project assesses the influence of celebrity endorsements on the buying decisions of consumers regarding fashion products, using Gucci as a case study. The research explores the concept of celebrity endorsement, its challenges, and significance in marketing. The study includes a literature review covering celebrity endorsement, its impact on brand image, and consumer behavior. The methodology involves a qualitative approach, including a research questionnaire to gather data on the impact of celebrity endorsements on purchasing decisions, sales, and brand value. The project aims to understand the meaning of celebrity endorsement, analyze its influence on consumer decision-making, and identify its significance for Gucci. The project's structure includes an introduction, literature review, research methodology, data examination, recommendations, and conclusions. The findings are expected to provide insights into the effectiveness of celebrity endorsements in the fashion industry and their impact on consumer behavior and brand performance.

“TO ASSESS THE INFLUENCE OF CELEBRITY
ENDORSEMENT ON THE BUYING DECISION OF
FASHION PRODUCTS: CASE STUDY OF GUCCI”

Table of Contents
TITLE OF DISSERTATION...........................................................................................................1
CHAPTER 1 – INTRODUCTION .................................................................................................1
1.1 Background of the study ..................................................................................................1
1.2 Research propose .............................................................................................................2
Chapter 1: Introduction ...................................................................................................................4
Chapter 2 - Literature review ..........................................................................................................5
Concept of Celebrity Endorsement........................................................................................5
Challenges on celebrity endorsement.....................................................................................7
Significance and terminology of celebrity endorsement........................................................7
Chapter 3 - Research Methodology ..............................................................................................11
Chapter 4 : Data examination........................................................................................................16
Research questionnaire ........................................................................................................18
Recommendation...........................................................................................................................32
Conclusion ....................................................................................................................................34
References .....................................................................................................................................35
APPENDIX 1.................................................................................................................................38
Questionnaire........................................................................................................................38

TITLE OF DISSERTATION
“Impact of celebrity endorsement on buying decision of fashion product” - A case study on
Gucci
CHAPTER 1 – INTRODUCTION
1.1 Background of the study
A celebrity endorsement is a medium of brand communication in which a popular
celebrity act as the spokesperson of a brand and certifies the brand's position as well as claim by
increasing his or her popularity, personality, expertise in the field to a brand or stature in the
society. Marketers are using the concept of celebrity endorsement since a long time, and
presently it has become a common activity or function for each and every organization in order
to promote their products or services. In 1854, Queen Victoria endorsed Cadbury's print ads by
lending her face, and in the 1880's, image of Pope Leo XII was used for the ad of Mariani Wine.
In straightforward words, one might say that celebrity's advertisement or Celebrity endorsement
is marketing methodology and sort of notice crusade that is utilized by association, mark and
non-benefit association under which they include celebrity and well famous individual with a
specific end goal to advance and promote product and administrations of association in the
market. In this advertising methodology, understood and famous individual and celebrity utilizes
their distinction and presence to help to organization in advancing product and administrations in
the market. This promoting methodology is generally utilized by excellence brands. The real
significance of celebrities endorsement in the association setting is identified with fabricate mark
value as organization can ready to create mark value with help of Celebrity endorsement. Be that
as it may, non-benefit association additionally utilizes celebrity endorsement for advancing and
commercial product and administrations since celebrity have ability of mass correspondence
through which they can pull in individuals and pick up their consideration toward mark.
Buyer conduct and decision is exceptionally delicate as its may influence by a few
segments like demo-graphical, topographical, social, situational, individual and so on (Johnson,
2017). It is imperative for association to comprehend the real request, taste, prerequisite of client
with respect to product and administrations through which firm can satisfy their necessity.
Celebrity endorsement and publicity is exceptionally compelling to pull in and impact client
choice and decision at the season of obtaining product and administrations. Today's community
or people are highly excited or attracted towards celebrity, this has led to a situation that most of
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the brands are using celebrities to promote their products and services. The major reason for the
trend of using celebrity endorsement is that people are greatly influenced by celebrities or
illustration about celebrities from the media giving entertainment function to them. In order to
increase sales, brand identity, brand recognition, brand value and profitability most of the brands
are using celebrity endorsement. Gucci is a leading brand operating its business in almost every
country, in order to promote its products and attract more customers it is also engaged in
celebrity endorsement. The celebrity endorsement function greatly influence purchasing decision
of customers,
1.2 Research propose
Aim – “To assess the influence of celebrity endorsement on the buying decision of fashion
products: Case study of Gucci”
Objectives -
 To understand the meaning of celebrity endorsement
 To analyse the influence of celebrity endorsement on consumer decision making of
fashion products.
 To identify the significance of celebrity endorsement in respect to Gucci.
Research questions -
1. What is the impact of celebrity endorsement on purchasing decision of fashion product?
2. What is the impact of celebrity endorsement of sales of Gucci?
Rational
Celebrity endorsement is extremely fascinating subject with regards to the organisational context
in the present time, many associations are utilizing this marketing methodology advertisement
competition for publicizing their items and administrations in the market. 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. At the time of selecting a research theme, a few variables
influence the researcher in his or her choice. One significant explanation behind choosing this
examination point is investigator has immense plan and interest in the method of celebrity
endorsement. With help of this investigation, researcher simply needs to decide the significance
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of celebrity endorsement in the customer request and basic leadership process with regard to
product and administrations. Moreover, great information of the subject has another reason that
impact investigator to choose the proposed inquire about theme.
Significance of study
In the momentum examine analysis, the significant point is to analyse the significance of
celebrity endorsement to purchaser requests and its effect upon customer's decision making
process. With help of this examination, researcher can obtain the learning about the present
marketing patterns and battle which is utilized by association to draw in huge number of clients.
The real significance of celebrity endorsement in the association setting is identified with
fabricate mark value as organization can ready to create mark value with help of celebrities
endorsement. This consideration gives information and comprehension about the significance of
celebrities endorsement and its effect upon the customer basic leadership and decision with
regard to product and administrations. This examination can pertinent in each one of those
associations which is utilized celebrity endorsement for deals and advance its product and
administrations.
Framework and Analysis
This is considered as most essential point in the entire composition that support the
inspector in recognizing the criteria to lead the examination. In the present research analysis,
researcher will apply the illustrative research get ready for coordinate the examination in the
most basic perspective. Moreover, Researcher will apply quantitative research techniques for
recognizing the various impact of celebrity endorsement on sales and performance of Gucci. In
this present examination, researcher will apply fundamental data gathering under which study
will coordinate 20 customers of Gucci. The huge focus of the examination is to accumulate the
information about the impact of celebrity endorsement on purchasing decision of customers.
Investigator will take the assistance of various models, theories and thought regarding the subject
that help with analysing the information.
Chapter structure
Remembering the ultimate objective to accomplish the postulation, researcher need to take after
an organized structure. This structure of theory are according to the research methodologies
applied within the research report. Each and every sections or part of the report is essential for
obtain the best outcomes or results with respect to the subject of the research.
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Chapter 1: Introduction
It will introduce the area in which Researcher will give outline about the importance and
noteworthiness of the client steadfastness card program in the proposal. With help of the
introduction part, Researcher can give the diagram about the proposed study and its diverse
perspectives, for instance, reason, importance, guideline objective, point, ask about request and
so on.
Chapter 2: Literature review
This is another fundamental segment that gives the detail perception and finding out
about the examination subject. In this section, a couple of sorts of subjects can made by the
objective of research topic.
Chapter 3: Research Methodology
This is one more of the critical part that depicts distinctive gadgets and techniques that
can used by the researcher in keeping an eye on the right course of action of the investigation
issue. With help of this segment, Researcher can associated a couple of techniques for achieving
the most ideal plan and effective outcome of the issue. In the present research examine,
researcher will apply quantitative procedure nearby basic data gathering.
Chapter 4: Data examination
In this part, investigator will study and research the information remembering the
ultimate objective to show information in such path so as real course of action can be done
without a lot of a stretch turn out. With help of this area, investigator would translator have the
capacity to and inspect the information for achieve the objective.
Section 5: Conclusion and proposition
This is one more of the part that help with completing the information. It is a last bit of
the paper in which investigator can gather the examination and give essential proposal related to
the subject.
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Chapter 2 - Literature review
Concept of Celebrity Endorsement
A celebrity endorser is a person who enjoys public recognition and who utilises this
recognition on behalf of a consumer good or services by giving an appearance with it within an
advertisement. Endorsement is a medium of brand interaction in which a celebrity is acting as the
spokesperson for a brand and certifies brand's claim as well as position by extending their
personality, status, popularity in the community or expertise in the area to the brand. The
celebrity appearance is achieving high influence and value in the society, therefore marketing
departments of companies focus on using endorsement as a priority in their marketing functions
of promoting good and services in the market. Associative learning theory states that, celebrity
endorsements affects brand image through a transfer of significant from endorser to brand.
Communication activities develop a pattern of connectivity between the image of the brand and
celebrity. In order to attract customers the brands and organisations focus on various attributes or
characteristics of a celebrity which can be link with the products or services provided by the
brand. There are various kinds of attributes within a celebrity which are considered while
endorsing a brand through them such as -
Perceived personal attributes – The various roles such as likeability, attractiveness, expertise and
trustworthiness have been analysed within the field on celebrity endorsement. Likeability refers
to the affection that individuals have towards to a celebrity with regards to his or her physical
appearance or behaviour. Higher likeability is linked with the major effectiveness on the basis of
strength of the message or information. There is no difference between high likeability and low
likeability of a celebrity to the influence of a brand's image but presents an essential
communication between likeability and involvement within which it increases the image of the
brand in the situation of low involvement.
The physically attractive individuals according to the social psychology research are very
successful to change the beliefs that people have compared to those who are no more attractive.
In the case of celebrity endorsement, various studies and researchers have discovered that the
celebrity endorser's attractiveness is related to the category of a particular given goods or
services. According to Chung and Cho (2017), celebrities meant to be very attractive in
generating a highly essential positive brand image. Trustworthiness and expertise are the sub-
divisions in the basic development of credibility. Trustworthiness refers to the willingness to
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offer specific affirmations while expertise consists the capability of an individual to create
assertions that are legal or valid. In field of celebrity endorsement, empirical studies present
strong evidence on the impact on credibility together with its sub-dimensions on the brand's
image. Stern, Munyon and Davis(2017) provide evidence on the positive effect of the
interactions and trustworthiness of the concept with argument capability the product or service
attains. It means that weak arguments linked to a brand are in the advertising copy, the impact is
highly pronounced in comparison to a strong evidence related to a brand.
The customers are generally purchasing products or services for their personal use and
consumptions such as for domestic purposes, private purposes or to gift. This can be states as
'End users'. Fath and et.al.,(2017) stated that the major step within the consumers decision
making process is the arousal of need in relation to the psychology or emotions. This occurs
when a customer or individual feels a difference between what they perceive to be the good
versus the real condition or state of affairs. In order to fulfil or satisfy the needs and desires
individuals search for the best product among many options available in the market. The wide
range of options within a market make it difficult for a customer to make a purchasing decision.
In this situation there are two option or stages available for the customers, information searching
and evaluation of the products and services. There is one more factor that influence an individual
to make a purchasing decision or buy a product known as Motivation. According to Wang and
Scheinbaum (2018) Motivation develops when the need or desire of an individual to consume a
product or service. The promotional strategies of an organisation such as Gucci should be aware
of the fact that it may affect the motivation factor within an individual. Furthermore, this
motivation can be enhanced by using effective strategies of marketing such as Celebrity
endorsement. Customers nowadays are highly attracted towards television, media and celebrities,
therefore companies or brands can make use of this technique to motivate an individual to buy a
product or service. The celebrities are effective creation appeal within the market with regards to
a product or service that influence customers to make a purchasing decision.
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Challenges on celebrity endorsement
There are various challenges to celebrity endorsement which influence organization's
decision to adopt it or not. There are various negative impact of celebrity endorsement such as
the phrase “ Lazy advertisement” which is generally used in addressing high utilization of
commencement in endorsing a brand. This raises a question on the proper validation of celebrity
endorsement as an important function of marketing communication. Some researchers have
observed that using celebrities for promotion may become an unnecessary risk, else for position
when there are effective connections among the endorser and products. The celebrity endorses
can become a liability to the product endorsed by them (Carvalho and Azevedo, 2018).The
Negative information and publicity related to the celebrity develops one of the risk in the
utilization of stars endorses. When the celebrity is linked with a brand then negative publicity
may affect the products or services they endorse. Various companies have faced different kind of
consequences of celebrity misconducts which develop negative publicity marketing. For example
– the Pepsi company suffered negative publicity for its brand due to three celebrities such as
Madonna, Michael Jackson and Mike Tyson. Further, the company hesitate in using celebrities
for endorsing their products due to the fact that brands can not predict future behaviour of the
celebrities. Brand endorsement culture has vastly become ordinary in present world due to the
interest of celebrities for earning money by endorsing various range of products and services.
Another common happening connected to celebrity endorsement is over exposure that results due
to intensely competing brands and enhanced recognition of the similar endorses. Another
challenge or issue arising nowadays defined by the markets as celebrity credibility or celebrity
trap. Celebrity creditably refers to the skeptics created by the customers with regards to the
celebrities which highly influence the brand mainly when any negative problem is connected wit
the celebrity. Ford (2018) recommend the reducing returns as being connected to the celebrities
which are endorsing a product to service of any brand. Many a times' customer loses focus on a
product or service as well as information related to them due to the interest in celebrity, it
develops a major issue for the brands to promote the qualities of the good or services they need
to advertise.
Significance and terminology of celebrity endorsement
As per the perspective of Min and et.al, (2017), Celebrities are those individuals who
have understood by the expansive quantities of individuals. These sorts of individual have
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remarkable highlights, expertise and capacity like attraction, regular way of life that are nor
ordinarily exploratory in like manner individuals. They are not quite the same as the average
citizens because of which other and typical individuals get affected by them. Celebrity
endorsement is a type of brand or commercial crusade that includes a notable individual utilizing
their acclaim to advance a product and administration in the market. Celebrity endorsement or
celebrities endorsement is marketing procedure and sort of commercial crusade that is utilized by
association, mark and non-benefit association under which they include celebrities and well
famous individual to advance and publicize product and administrations of association in the
market. This promoting technique is generally utilized by design or excellence brands. Be that as
it may, non-benefit association likewise utilizes Celebrity endorsement for advancing and
promotion product and administrations since celebrities have expertise of mass correspondence
through which they can draw in individuals and pick up their consideration toward mark. The
reason for this examination was to explore effect of physical allure, source validity of the
endorser and big name on shopper's mentality towards mark, printed notice, acquired aims of the
items embraced or advanced. In spite of all the restriction recognized in the undertaking the
examination reasoned that superstar underwriting is an imperative territory in promoting or
publicizing that requires brief examination. In the present time, advancing examples is
completely changed as diverge from the previous one. Organisation uses the latest techniques
and systems of displaying to attract broad amounts of customers like electronic means, online
advertising, innovative marketing and so on.
According to the perspective of Abbas and et.al, (2018), in the present time celebrity
endorsement turn into the multimillion ventures on the planet. A considerable lot of the
association utilizes the celebrity implementation keeping in mind the end goal to advance and
promote its product and administrations in the market. Association embraced celebrities with
their items and brands in the commercial to improve their deals and benefit. With help of this
promoting methodology and battle association can impact clients and changes their observation
and perspectives with regard to their brands. Celebrities embraces portrayed a powerful method
for exchanging significance to mark. In the conclusion of Chan, Lee and Wong(2018), with
regards to association Celebrity endorsement assumes an exceptionally essential part by which
firm can without much of a stretch advance and promote its product and administrations in the
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market and pick up client consideration. While any celebrities and most famous individual utilize
their acclaim to present product and administrations then client would more be able to impact.
In the assessment of Yang (2017), a considerable lot of the clients take after famous people
propensities, dressing sense, capacity, information, conduct, state of mind and so on in their life
since Celebrities are excessively well known. Aside from that their highlights and expertise is by
and large not the same as the typical individuals. In the supposition of Gupta, Kishor and Verma
(2017), the real significance of celebrity endorsement in the association setting is identified with
assemble mark value as organization can ready to create mark value with help of Celebrity
endorsement. Brand value is marketing term that portrays a brand esteem. With help of
celebrities endorsement marketing procedure, association can enhance mark esteem promotion
mark value. Aside from that, celebrity endorsement helps to firm in creating effective brand
celebrity in the market. While association enlists celebrities keeping in mind the end goal to
advance brand then it might straightforwardly influence the deals and gainfulness of business
element. It is imperative to choose great celebrities since choice of celebrities is
straightforwardly influenced the brand celebrity in the market. Promoter required to choose big
names who display the celebrity and guarantee of their image.
Impact of celebrity endorsement in consumer decision making process
As indicated by the perspective of Wang, Kao and Ngamsiriudom (2017) celebrity
endorsement is vital marketing system and promoting effort in the business undertaking by
which association can without much of a stretch impact to client for buy the product and
administrations. While any acclaimed and most mainstream celebrity advances organization
product and administrations then client can impact toward it. Celebrities in the promoting
construct mark mindfulness in the association. In the assessment of Arshad and et.al., (2017)
expressed that shopper basic leadership process can impact in huge way by the celebrity
endorsement in light of the fact that customer most jump at the chance to buy that product and
administrations which is publicized by their most loved celebrity. Likewise, individuals have
diverse discernment with regard to various celebrities which can influence their choice of
acquiring. While they buy something in the market then their psyche can impact toward that
brand which is publicized by prevalent celebrity. With help of celebrity endorsement, association
can make believability and alleviating the celebrity with negative or low image. With help of
celebrity endorsement promoting technique, association can enhance mark esteem advertisement
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mark value. Aside from that, celebrity endorsement helps to firm in creating effective brand
image in the market. This marketing system is typically utilized by excellence brands. In any
case, non-benefit association likewise utilizes celebrities endorsement for advancing and ad
product and administrations since celebrities have expertise of mass correspondence through
which they can draw in individuals and pick up their consideration toward mark (Mishra and
Mali, 2017).
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