LSBM300: Celebrity Endorsement and UK Consumer Buying Behaviour

This research project investigates the influence of celebrity endorsements on consumer buying behavior within the UK fashion industry. It aims to critically analyze the significance of celebrity endorsements, examine their effectiveness, measure celebrity attractiveness and credibility, identify preferred product types influenced by endorsements, and analyze student perceptions. The methodology employs quantitative research methods, including questionnaires, to gather and evaluate numerical data. The findings discuss the impact of celebrity endorsements on consumer attitudes and purchase intentions. The project concludes with recommendations for fashion brands to strategically leverage celebrity endorsements for enhanced brand awareness and sales.

RESEARCH PROJECT
(Impact of Celebrity endorsement on
consumer buying behaviour in the UK
fashion industry)

Table of Contents
CHAPTER 1: INTRODUCTION....................................................................................................3
Overview of the topic..................................................................................................................3
Research Aim..............................................................................................................................3
Research Objectives....................................................................................................................3
Research Question.......................................................................................................................3
Rationale.....................................................................................................................................3
Outline of the research methodology..........................................................................................4
CHAPTER 2: LITERATURE REVIEW.........................................................................................5
To critically analyse the significance of celebrity endorsement in fashion industry on
consumer buying behaviour........................................................................................................5
To examine the use and effectiveness of celebrity endorsers.....................................................6
To measure the effectiveness, attractiveness, and credibility of certain celebrities....................7
To find which types of products do consumers prefer to buy if they are being influenced by a
celebrity endorsement.................................................................................................................8
To analyze the current perception of students for celebrity endorsements for fashion industry
while purchasing a product.........................................................................................................9
CHAPTER 3: RESEARCH METHODOLOGY...........................................................................10
CHAPTER 4: FINDINGS, DISCUSSION AND ANALYSIS.....................................................13
Frequency Distribution Table...................................................................................................13
Data Interpretation....................................................................................................................14
CHAPTER 5: CONCLUSION AND RECOMMENDATION.....................................................23
Conclusion................................................................................................................................23
Recommendation......................................................................................................................23
REFERENCES..............................................................................................................................25
APPENDIX....................................................................................................................................27
Questionnaire............................................................................................................................27

CHAPTER 1: INTRODUCTION
Overview of the topic
Celebrity endorsement defines to a marketing strategy whose motive is to consider one or
multiple celebrities for advertising a particular product or service. The main purpose of celebrity
endorsement is reaching a greater audience and increasing number of sales for the company.
Fashion industry includes famous people so that products and services can be advertised at larger
scale. The existing research focuses at carrying out in-depth data about the importance of
celebrity endorsement and its impact over consumer buying behaviour.
Research Aim
The purpose of this research project is to critically analyse the impact of celebrity
endorsement on consumer buying behaviour in the UK Fashion Industry.
Research Objectives
 To critically analyse the significance of celebrity endorsement in fashion industry on
consumer buying behaviour.
 To examine the use and effectiveness of celebrity endorsers.
 To measure the effectiveness, attractiveness, and credibility of certain celebrities.
 To find which types of products do consumers prefer to buy if they are being influenced
by a celebrity endorsement.
 To analyse the current perception of students for celebrity endorsements for fashion
industry while purchasing a product.
Research Question
How does celebrity endorsement from Fashion Industry influence the consumer buying
behaviour in the UK?
Rationale
Problem of the research
The main problem of the existing study is brands facing issue in influencing celebrities
for advertising and promoting products. This report also shows various challenges faced by
fashion brands due to scandals of celebrities because it negatively impacts the brand image.
Importance of the research

The current investigation is quite significant because it focuses on showing the changes
in consumer buying behaviour when an organisation uses celebrity endorsement for the
promotion of products and services. This report also covers the perception of students in relation
to celebrity endorsements.
Rationale of the research
The major purpose of conducting the present study is to highlight the significance of
celebrity endorsements especially for fashion brands. There are two vital objectives that are
attained by me through this investigation. In respect of personal perspective, I will learn about
the significance of research methods for the completion of whole investigation in a systematic
way. This has also assisted me in understanding about the behaviours of different people which
is very useful in the personal life. On the other hand, in respect of professional perspective I will
get to know about the strategies through which I can promote products and services of the
organisation.
Gap of the research
The research gap of the present study is that it only gathers information from the students
so it covers the perception of only one group. This report has also assembled numerical
information which showcases that this report has not given great importance to qualitative piece
of information.
Outline of the research methodology
The present investigation has used quantitative research methods for the collection and
evaluation of numerical information in a systematic way. Questionnaire is also developed for the
accumulation of numerical information in the raw form. Data is being collected in more
generalised and objective full manner.

CHAPTER 2: LITERATURE REVIEW
Literature review is that sections in the research which contain past publish data about the
chosen topic. This part helps the researcher to gain detailed insight about the topic which assist
them to develop their skills and knowledge. Literature review contains secondary information
about the topic from various sources such as books, journal, magazine, online sites, articles and
many more. This section also helps the investigator to use this as their foundation and conduct
present research in accurate manner. Literature review also aids the investigator to answer the
research question in more accurate manner so that aim can be achieved appropriately.
To critically analyse the significance of celebrity endorsement in fashion industry on consumer
buying behaviour.
As per the opinion of Dwi and Ponirin (2020), there are various significance of celebrity
endorsements in fashion industry on consumer buying behaviour. Celebrity endorsements helps
in increasing the profitability and growth of business due to which company can gain
competitive advantage in market. Through celebrity endorsements, brand focuses on providing
relevant information of products and services and also build relationships with new customer.
Fashion industry focuses on endorsing celebrity in order to increase its brand awareness and also
reach to maximum number of audience. The use of celebrity endorsement is to make
advertisement believable and also increase the customer recognition. Generally, fashion industry
endorses highly recognised celebrity to promote its product and brand in order to attract more
and more people. It also influences the consumer buying behaviour as people buy the product
when their favourite celebrity endorses the advertisements. Celebrity endorsements helps in
increasing the credibility and gaining visibility for brands. Fashion industry hires the celebrity
who have an ability to build trust among customers related to the products and services.
Celebrity endorsement also helps brand to stand out immediately and gain competitive advantage
in market. The profitability of business also increases through celebrity endorsements as it helps
in promoting the products through the face of famous celebrities. The celebrity endorsement is
more effective way for promoting the products and services as compare to other endorsers. On
social media, consumers follow their favourite celebrity in order to copy their style and fashion
sense. Thus it become beneficial for fashion industry to hire celebrity in order to increase the
productivity and performance of business (EBHOTE and ODIA, 2019). Celebrity generally have

great presence on social media sites such as Instagram, Facebook, YouTube and Twitter.
Celebrity endorsement helps in attracting and retaining customers in order to enhance the
performance and growth of Fashion industry. It is being identified that celebrity endorsement
generally create positive impact on the consumers in terms of their attitude towards the fashion
brand and their buying intention. Celebrity endorser generally plays a vital role in buying
decision of customers.
To examine the use and effectiveness of celebrity endorsers.
As per the viewpoint of Alvionita and Sutedjo (2022), celebrity endorser is an individual
who enjoys favourable public recognition by appearing it in an advertisements. Celebrity
endorsers are generally use to promote the products and services in effective and efficient
manner. Through celebrity endorser, company can enhance its brand awareness and also attract
maximum number of people towards the Fashion industry. Organisation uses famous people in
order to endorse particular product and services. It generally helps in increasing sales and also
creates positive feelings towards the brand by entertaining the customer and recalling the brand
value. For example, Robert Pattinson generally endorses the products of Dior. Celebrity
endorsers aim is to influence consumer purchases, creating strong position of brand, attracting
new users and increasing the credibility of business. It also build brand equity of the individual
who is endorsing the products and services of company. Consumers are generally attached with
their favourite celebrity and also they are well trusted by their fans. Celebrity endorsers generally
builds trust among consumers due to which their buying decision gets influenced. By using
celebrity to promote the products and services, Fashion companies can gain competitive
advantage with its competitors. It helps in improving ad recall, making customer remember
about ad and also connecting with their favourite celebrity. It is important for fashion industry to
focus on identifying the right celebrity who have large number of active followers. Thus, by
choosing the right celebrity company can can enter unto new market by attracting maximum
number of people towards the brand. For example, Nike wants to expand their primarily
sponsoring tennis and track due to which they have partnered with Michael Jordan. Therefore,
celebrity are considered as useful tool for drawing the attention of in advertising message which
are directed to public. Consumers have generally created a perception that when celebrity
endorses the product and services of brand they tells that organisation has good reputation,
customer service and also their products are worth of buying. Celebrity endorser influence the

perception of consumers by determining how much endorser like the product quality and feature.
Doesn't matter whether the price of the product is high, if consumers follow their favourite
celebrity they purchase the products and services of brand which they are endorsing. Celebrity
endorsement is one of the marketing tactic which is used by Fashion industry in order to increase
the sale and performance of business within UK market.
To measure the effectiveness, attractiveness, and credibility of certain celebrities.
According to Adedeji (2021), celebrity endorsement is one of the effective strategy which
helps in gaining brand loyalty and consumer interest. Through celebrity endorsement, company
can increase the awareness of advertisement and also create positive feelings towards the brand.
Celebrity endorsement helps in increasing the profitability and sale of business due to which
fashion industry can gain competitive advantage in market. Using a celebrity can help in
differentiating the brand from competitors. The effectiveness of celebrity endorsement can be
measured according to the five dimensions such as attention grabbing, personality and appeal,
positive feeling towards the advertisement, purchase intention and high recall rates. In order to
measure the effectiveness, attractiveness and credibility of certain celebrity it is necessary to
identify the active followers of the celebrities on social media platform. Through understanding
and identifying the active followers, company can determine their recognition in market and also
make decision to endorse the celebrity for particular product and services. Thus, it is important
for organisation to hire renowned and recognise celebrity so that they can improve the sale and
profitability of business by promoting product and services. Credibility of celebrity also
influences the attitude of consumers by affecting the confidence of consumers and changing their
perception related to the products and services of brand. While endorsing the celebrity, it is
important to determine the tag line which is suitable according to the personality of celebrity so
that they can encourage customer to buy the products of brand. In order to measure the
effectiveness of celebrity, company must focus on identifying how much they are selling in the
duration of particular celebrity. Thus, fashion industry must focus on hiring the renowned
celebrity as if they choose the person who is not accepted by public can influence the sale and
performance of business due to which fashion company have to face severe loss. However, it is
important for organisation to investigate the relationship between endorsement of celebrity and
credibility perceived by consumers (Yang and Sia, 2020). While measuring the effectiveness of
celebrity, company must focus on sales revenue, powerfulness of product and the acceptance of

products. When people accept the product it helps in enhancing the profitability and growth of
business. Public generally know the celebrity rather than knowing the product which they
endorsed. Through celebrity endorsement, company can grab the attention of customers and also
attract more and more people towards the brand in order to gain competitive edge. Therefore,
celebrity endorsement generally creates an impact on the consumer's purchase intention as if they
feel good towards the celebrity, the purchase intention increases. In today's world digital media
plays an important role due to which fashion companies focuses on identifying the ways to use
brand promoting celebrities in online methods.
To find which types of products do consumers prefer to buy if they are being influenced by a
celebrity endorsement.
According to (Ferdinands, 2019), Celebrity endorsement is defined as an advertising
method that helps in promoting products, service and brand by different renowned celebrities.
An endorsement implies that a well-known individual will transfer his or her own values to the
specific product which means that the particular product or brand is related to the celebrity. In
this ever changing environment consumers want new and innovative products for their use which
gives them satisfaction and value. Every day consumers watch television and browse internet
they use to see a large number of advertisements related to both known and unknown product
brands. Now a days most of the companies are advertising their products through social media by
using famous celebrity endorsers which helps in promoting products. As the demands and
expectations of consumers increases and changes constantly, the marketers are continuously
changing and updating their methods of marketing for approaching target customers emotionally
and effectively (Younas, 2019). When celebrities promote products the value of the particular
product increase in the market as customers relate emotionally with the product. There are
different types of product brands that are promoted in the market by famous celebrities such as
Nike (shoes), Dior (Perfume), H&M (clothing), Marks and Spencer (clothing). These products
are preferred by customers as these products has created a positive image in the market as they
are promoted by famous celebrities which helps in increasing the sale of products and services.
For example Michael Jordan promoted the sale of shoes of Nike brand which resulted in a
production of new product line for customers. This helps in attracting large customer base as
they connect with the product emotionally. Like clothing of H&M is promoted by a famous
American actress and model Peyton List that promotes the summer collection of clothes for

increasing sale and targetting potential customers. Companies spend million of amounts every
year to endorse their products or services by celebrities in order to gain more market share and
customer base. It is important for companies to identify the concept of consumers demands to
associate with a particular brand in order to choose the appropriate celebrity to make people
attached with the product. Celebrity endorsement is an effective marketing strategy that helps in
attracting new customers and retaining existing customers in the company. Product promotion
through celebrities affects the purchasing power of customers because they influence them in a
positive way and helps in increasing sales of company.
To analyze the current perception of students for celebrity endorsements for fashion industry
while purchasing a product.
According to the Liao, Zhang and Peng (2019), current perception of students for
celebrity endorsements for fashion industry while purchasing a product are different which
influence the performance and sale of business. People generally have perception regarding the
celebrity endorsement within fashion industry while buying the product such as company's
reputation, products and services are worth of purchasing, risk of scandals due to involvement of
celebrities and two-edged sword. While purchasing the product and services, people generally
determine the reputation of company within market so that they can make purchase decision
accordingly. The decision of the customer is heavily dependent on the reputation and brand
image of organisation. If the fashion company has good reputation it helps in attracting more and
more people towards the brand whereas if they don’t have strong reputation in market, they fail
to attract customer towards the brand. If consumers purchase the product of fashion company,
they decide its worth and then only make purchase decision. It is important for organisation to
identify the worth of products and services which they are going to buy. The students also have
perception that what if hiring celebrity leads to loss. Sometimes, it happens when company face
severe loss despite of hiring celebrity for promoting the products and services. Thus, it is
important for fashion industry to offer high quality of products and services to its customer in
order to improve the productivity and sale. The poor quality of products can also influence the
image of the celebrity who is endorsing the product.

CHAPTER 3: RESEARCH METHODOLOGY
Research methodology plays a very important role in the whole investigation. It is a
scientific process which help the researcher to obtain answer for their basic two question which
are how data can be gathered and how it being analysed. Research methodology can be defined
as a procedure which is used to identify, analyse and evaluate information in appropriate manner.
The methodology part in the research assists the investigator to critically measure the study in
valid manner. Research aim and objective are being achieved in appropriate manner with the
help of the data gathered and evaluated (Baškarada and Koronios, 2018). Various philosophies
and approaches are being used by the investigator in order to obtained information and analysed
it in more accurate manner. Researcher designs this section in more systematic manner in order
to gain valid and reliable information as per the chosen topic (Belgrave and Seide, 2019). There
are various sub sections of research methodology which is being discussed below:
Research philosophy: It can be defined as a set of belief and principles which are used
by the researcher to know about the way information about the phenomenon will be collected
and used. There are two types of research philosophies which are positivism and Interpretivism.
Positivism philosophy uses those beliefs which are based on quantitative information. On the
other hand, Interpretivism philosophy uses those principles which are of qualitative nature. As
per the current investigation researcher has selected positivism philosophy. The advantage of
using this is that data will be gathered in more valuable manner. This philosophy analyse
information in more generalised and objective full manner (Dixon and Quirke, 2018).
Research approach: Research approach is that method which tests the hypothesis and
theories in valid manner. There are two kinds of research approaches which are deductive and
inductive approach. Deductive approach test the theories based on quantitative data and
inductive evaluate hypothesis based on qualitative information. As per the existing report
investigator has chosen deductive approach to test the numerical theories. This method explains
the causal relationships between the variables so that it can be measures in quantitative manner.
One of the biggest benefits of deductive approach is that theories are based on existing
information developed by the researcher prior to the investigation (Toraman and Clark, 2019).
Research strategy: It is a step by step plan which provides direction to the thoughts and
action of the investigator. There are different types of research strategies some of them are
survey, action research, case study, systematic literature review, experimental research and many

more. In the present research survey strategy is used by the examiner. This method is used as to
obtain quantitative data in more appropriate manner. The other advantage of this strategy is that
it will gather data from large population in less time. The cost incurred to obtained the
information is also were low. It is also one of the convenient ways to collects data in more
statistical manner (Dubovicki, 2019).
Research choice: Research choice is of two forms that is quantitative and qualitative
method. Quantitative research is the process of gathering and evaluating numerical information.
On the other hand Qualitative research method is the procedure of collecting and measuring non
numerical data. As per the current study Quantitative method is chosen by the examiner. The
reason is it expressed data in numbers and figure. Gathering this type of data is much easier as
well requires low cost. It also gathers reliable and valid data and analysing this type of
information is quick and easy manner.
Time horizon: This layer of research methodology defines the time framework which is
used to collect the data in appropriate point of time. There are two types of time frameworks
which are cross sectional and longitudinal. Cross sectional collects data at short time period and
longitudinal gathers information on repetitive basis. In present investigation, researcher selects
cross sectional time horizon to obtained data. The reason behind choosing this is that data will be
gathered according to the current scenario. Information will be more valid and reliable (Howitt,
2019.
Data collection: It is the validated technique which collects and analyses data from
various sources. Data can be collected from two sources that are primary and secondary source.
Primary source gathers data which is first hand i nature. On the other hand secondary source
collects second hand information. In current research study, investigator selects primary data
collection source. The benefit to use this source is information will be fresh and based on current
pattern. This method also obtained information directly from the respondent and is used for the
very first time in the investigation. Authentic and reliable information is gathered by using
primary data collection technique (McDonald, Brown and Knihnitski, 2018).
Data analysis: It is the scientific process of inspecting, analysing and evaluating collects
data. Frequency distribution and thematic are the two data measuring technique. Frequency
distribution analyse numerical information. On the other hand, thematic measure non numerical
data. In present research, frequency distribution method is used to inspect data. With the use of

this technique useful data from numerical information can be evaluate in easier way. Time and
cost will also be low to measure quantitative information (Muise, Maxwell and Impett, 2018).
Sampling: Sampling is the statistical technique used to select samples from the whole
population. Probability and non probability are the two sampling method. Probability sampling
selects sample in equal manner. Each and every individual gets equal chance of being selected.
Non probability sampling takes out participants on bias manner. As per the current investigation
probability sampling is used to select samples. Further in that random sampling technique is used
to selects respondent in equal and fair manner. The sample size is 150 participants from the
fashion industry (Sanscartier, 2020).
Research ethics: Ethics are those beliefs and values which is followed by the researcher
to obtained and analysed information in more ethical manner. There are some beliefs which need
to be obey by the researcher so that they cannot harm anybody feelings and sentiments in the
society. Some of the ethical considerations are honesty, integrity, openness, transparency,
carefulness and many more (Tibana and de Sousa, 2018).