The Influence of Celebrity Endorsement on Consumer Demand: A Proposal

This research proposal examines the significance of celebrity endorsement on consumer demand and decision-making processes, focusing on Gillette Corporation. The study aims to understand the terminology, identify its impact on consumer choices, and assess its success in influencing purchasing decisions. Employing a qualitative research technique, the proposal outlines the research objectives, questions, and rationale, emphasizing the current marketing trends and the importance of building brand equity. It includes a literature review on the meaning of celebrity endorsement, its significance in customer demand, and its impact on consumer decisions. The methodology section details the research philosophy (positivism) and approach (inductive), along with data collection methods and analysis techniques. The proposal highlights the importance of celebrity selection and its direct effect on brand image and sales. This research intends to provide knowledge about marketing strategies and their influence on consumer behavior.

RESEARCH
PROPOSAL
of celebrity
endorsement

Table of Contents
INTRODUCTION...........................................................................................................................2
REFERENCES..............................................................................................................................10
1

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
2

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
3

help of this study, researcher can acquire the knowledge about the current marketing trends and
campaign which is used by organisation in order to attract large number of customers
(Draganska, Hartmann and Stanglein, 2014). 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.This study provides knowledge and understanding
about the importance of celebrity endorsement and its impact upon the consumer decision
making and choice regarding product and services. This study can applicable in all those
organisations which is used celebrity endorsement for sales and promote its product and services.
Literature review
Meaning and terminology of celebrity enforcement
According to the view of Arias and Acebrón, (2005) Celebrities are those people who
have well known by the large numbers of people. These kinds of person have unique features,
skill and ability like magnetism, usual standard of living that are nor commonly experimental in
common people. They are different from the common people due to which other and normal
people get influenced by them. Celebrity endorsement is a form of brand or advertisement
campaign that involves a well-known person using their fame to help to promote a product and
service in the market. 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. This marketing strategy is usually used by fashion or
beauty brands. 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.
Significance of celebrity enforcement in customer demand
As per the view of Berman and Katona, (2013) in the present time celebrity endorsement
become the multimillion industries in the world. Many of the organisation uses the celebrity
enforcement in order to promote and advertise its product and services in the market.
Organisation endorsed celebrities with their products and brands in the advertisement to enhance
their sales and profitability. With help of this marketing strategy and campaign organisation can
influence customers and changes their perception and views regarding their brands. Celebrities
4

endorses characterized an effective way of transferring meaning to brand. In the opinion of
Blumentritt, (2006) in the context of organisation celebrity endorsement plays a very crucial role
by which firm can easily promote and advertise its product and services in the market and gain
customer attention. While any celebrity and most popular person use their fame in order to
introduce product and services then customer can more influence.
In the opinion of Bruhn, Manfred, Schoenmueller, and Schäfer, (2012) many of the customers
follow celebrities habits, dressing sense, ability, knowledge, behaviour, attitude etc in their life
because celebrities are too popular. Apart from that their features and skill is generally different
from the normal people. In the opinion of Carrigan, (2005) 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. Brand equity is marketing term that
describes a brand value. With help of celebrity endorsement marketing strategy, organisation can
improve brand value ad brand equity. Apart from that, celebrity endorsement assists to firm in
developing strong brand image in the market. While organisation hires celebrity in order to
promote brand then it may directly affect the sales and profitability of business entity. It is very
important to select good celebrity because selection of celebrity is directly affect the brand image
in the market. Advertiser required to select celebrities who present the image and promise of
their brand.
Impact of celebrity enforcement in consumer decision making process regarding purchasing
of product and services
According to the view of Chan, Ling and Guillet, (2011) celebrity endorsement is very
important marketing strategy and marketing campaign in the business enterprise by which
organisation can easily influence to customer for purchase the product and services. While any
famous and most popular celebrity promotes company product and services then customer can
influence toward it. Celebrities in the advertising build brand awareness in the organisation. In
the opinion of Czinkota, and Ronkainen, (2012) stated that consumer decision making process
can influence in large manner by the celebrity endorsement because consumer most like to
purchase that product and services which is advertised by their favourite celebrity. In addition to
this, people have different perception regarding different celebrity which can affect their decision
of purchasing. While they purchase something in the market then their mind can influence
5

toward that brand which is advertised by popular celebrity. With help of celebrity endorsement,
organisation can create credibility and mitigating the tarnished image. With help of celebrity
endorsement marketing strategy, organisation can improve brand value ad brand equity. Apart
from that, celebrity endorsement assists to firm in developing strong brand image in the market.
This marketing strategy is usually used by fashion or beauty brands. 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.
Research Methodology
Research methodology is one of the significant aspect through which research study can
conduct in more effective and efficient manner. It is a process of collecting, analysing, assessing
ad interpreting information for obtaining the right solution of research problem (Zumitzavan and
Michie, 2015). There are several techniques of research methodology such as research approach,
research philosophies, research techniques, data analysis, research design, sampling etc. 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. For attain this
objective, researcher will apply following techniques which are discussed below- Research Philosophies- Research philosophy is considered as the belief of researcher
regarding that how data will be collected, examined and analysed. Philosophy is
considered as that phenomenon of the subject matter which researcher helps in addressing
the right solution in the right manner. There are major two kinds of research philosophies
that are interpritivism and positivism. (Soni and Kodali, 2012) In the context of
positivism research philosophy, researcher can able to consider the objectives of the
investigation. Positivism research philosophy assists scholar in collecting important
information which has been collected from observation. On the other hand in the
interpretivism research philosophy, theories, models, concepts can use by researcher for
find out appropriate solution of research problem. With help of this research philosophy
researcher can able to conduct the research investigation in more simple manner and find
out appropriate solution by applying several theories, models, concepts etc. In the current
research study the major objective of scholar is to analyse the importance of celebrity
6

endorsement to consumer demands and its impact upon consumer decision making
process. For attain this objective, researcher will apply positivism research philosophy.
With help of this method, scholar can gain effective knowledge about celebrity
endorsement and its impact upon customer demand and decision making with respect of
Gillette.
 Research Approaches- It is one of the major method in the research methodology that
assists to scholar in analysing the sources which help in developing knowledge and
nature of the study. It assists to scholar in discovering the false facts from the particular
research title. It allows researcher to determine the right solutions of the research question
either by using any theory and hypothesis. There are major two kinds of research
approach that is inductive and deductive (Stanley, 2013). In the research study, while
there is presence of research question then scholar will apply inductive research. On the
other hand while there is requirement to use hypothesis to address research problem the
deductive approach will apply in the study. In the current research study, in order to
analyse the importance of celebrity endorsement to consumer demands and its impact
upon consumer decision making process researcher will apply deductive research
approach. With help of this deductive research approach, scholar can easily get the detail
knowledge about subject and find out the best alternative solution. Research Technique- This is one of the most crucial method in research methodology that
helps to researcher in getting right way for conduct investigation. By help of this method,
scholar conducts investigation in right manner and find out solution in more effective
way. In a general term, research technique is a procedure for collecting, analysing and
interpreting information about the subject for obtaining effective solution. Qualitative and
quantitative major two methods of research strategy (Pfefferbaum, Newman and Nitiéma,
2014). Qualitative research strategy have major aim is to consider upon the various
theories, models and concept regarding to the subject through which correction
information can obtain in effective and efficient manner. This is appropriate research
strategy to identify and determine the subjective idea of the research topic. On the other
hand in the quantitative research strategy, researcher uses statistical and mathematical
technique for collecting and analysing information about the subject. In the current
7

research study, researcher will apply quantitative research technique through which right
information can be collected in the right manner. Data collection- This is one of the crucial part in the research methodology that helps to
researcher in collecting information about the subject (Pfefferbaum, Newman and
Nitiéma, 2014). It is a process under which researcher can collect information from
primary and secondary sources. Both these technique aids in collecting information that
could use in relating to carry out the research. In the current research study, researcher
will apply primary data collection under which researcher will conduct survey of 20
customers of Gillette Company.
 Sampling- Sampling is another important method which helps to researcher in select
some group of people from entire population (Soni and Kodali, 2012). Researcher will
select 20 customers of Gillette Company in order to analyse the importance of celebrity
endorsement to consumer demands and its impact upon consumer decision making
process.
Time Line
ACTIVITY/WEEK 1 2 3 4 5 6 7 8 9 10 11
 Determine the research
proposal aim and objective
 Design the rationale of the
research study
 Construct research scope
and significance
 Focus on the research
methodology
 Application of research
methodology
8

 Design questionnaire
according to research aim,
objective and questions
 Conduct investigation by
use of survey
 Collect the information
from the survey
 Interpretation and analysis
of the collected information
in the survey
 Apply thematic analysis
technique
 Arrangement of gathered
information in a
chronological order.
 Conclude the result and
outcome of the
investigation
 At the end,
recommendation and
suggestion can be provided
by scholar
 Design presentation of the
finding
9

 Submission of the
investigation study
 Modification as per the
feedback
10

REFERENCES
Books and Journals
Arias, G. T. J. and Acebrón, B. L., 2005. Postmodern approaches in business-to-business
marketing and marketing research. Journal of Business & Industrial Marketing. 16(1).
pp. 7 –20.
Berman, R. and Katona, Z., 2013. The role of search engine optimization in search marketing.
Marketing Science. 32(4). pp. 644-651.
Blumentritt, T., 2006. Integrating strategic management and budgeting. Journal of Business
Strategy. 27(6). pp. 73–79.
Bruhn, Manfred, Schoenmueller, V. and Schäfer, D., 2012. Are social media replacing traditional
media in terms of brand equity creation?. Management Research Review. 35(9). pp. 770-
790.
Carrigan, M., 2005. Ethics And International Marketing: Research Background And Challenges.
Emerald Group Publishing.
Chan, Ling, N. and Guillet, B., 2011. Investigation of social media marketing: how does the
hotel industry in Hong Kong perform in marketing on social media websites?. Journal of
Travel & Tourism Marketing. 28(4). pp. 345-368.
Czinkota, M. and Ronkainen, I., 2012. International Marketing. 10th ed. Cengage Learning.
Dinan, 2000. Social marketing and sustainable tourism—Is there a match?. International Journal
of Tourism Research. 2(1). pp. 1-14.
Draganska, M., Hartmann, W. R. and Stanglein, G., 2014. Internet Versus Television
Advertising: A Brand-Building Comparison. Journal of Marketing Research. 51(5). pp.
578-590.
Fotis, John, Buhalis, D. and Rossides, N., 2012. Social media use and impact during the holiday
travel planning process. Springer-Verlag.
Fritz, W., 2013. Internet-Marketing und Electronic Commerce: Grundlagen—
Rahmenbedingungen—Instrumente. Springer-Verlag.
Gautam, R. K., 2012. Internet marketing usage by small Indian entrepreneurs: an exploratory
study of Punjab. International Review of Management and Marketing. 2(1). pp. 43-51.
Zumitzavan, V. and Michie, J., 2015. Research Methodology. In Personal Knowledge
Management, Leadership Styles, and Organisational Performance . Springer Singapore.
11