Impact of Celebrity Endorsements: Marketing Research Proposal

This marketing research proposal examines the impact of celebrity endorsements on consumer purchasing behavior and intentions for Calvin Klein. The research aims to understand how endorsements influence sales and brand perception within the luxury fashion market. The proposal outlines the research objectives, questions, and the methodology, including both primary and secondary data collection methods like surveys and interviews. It details the unit of analysis, relevant variables, and a conceptual model illustrating the relationships between variables. The research design is descriptive, and the proposal includes an implementation plan, sampling techniques, and ethical considerations. The goal is to provide Calvin Klein with actionable insights to improve marketing efficiency and enhance brand loyalty through strategic celebrity endorsements.

Running head: MARKETING RESEARCH
Marketing research
Name of student
Name of University
Author note

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Table of Contents
Overview of brand and its product.............................................................................................3
Purpose of research....................................................................................................................3
Symptoms of root problem.........................................................................................................3
Identification of information needs............................................................................................3
Identification of unit of analysis................................................................................................4
Identification of relevant variables.............................................................................................4
Statement of Decision Maker’s Purpose....................................................................................4
Research Questions....................................................................................................................4
Type of data required to answer each research question............................................................4
Research Objectives...................................................................................................................5
Information value of the project.................................................................................................5
Conceptual model illustrating the relationships between the proposed variables......................5
Proposed Research Design.........................................................................................................5
Method of Administration..........................................................................................................6
Implementation plan for administration.....................................................................................6
Proposed sampling technique.....................................................................................................7
Ethical considerations................................................................................................................7
Reference list..............................................................................................................................8

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Research title: Impact of celebrity endorsements on the influence of consumers’ purchasing
behaviours or intentions for Calvin Klein
Overview of brand and its product
Calvin Klein is a major luxury fashion organisation that has been specialised in the
delivery of scents and perfumes along with leather products, lifestyle products and
accessories, jewellery, home furnishings, etc. The scents and perfumes are popular among the
clients, which has been a major trend among the masses. The new product designed by the
company to gain a bigger market share is the CK Sports and this CK wants to understand
whether managing endorsement of the product by a popular celebrity like David Beckham or
Michael Jordan can be helpful for influencing the purchasing behaviours and intentions of the
consumers or not (Calvinklein.com.au, 2019).
Purpose of research
The purpose of the research is to focus on how the endorsement of product by popular
celebrities can influence the buying behaviours of consumers and thereby enhance the sales
generation and attain higher level of profit in business as well. The research purpose also
represents that with the marketing of a new product with the inclusion of a celebrity, it would
be much easier and convenient for Calvin Klein to make customers think that they could gain
the similar benefits just as the celebrities do for which the products are being endorsed (Wei
& Lu, 2013). This influences the purchasing intentions of many customers, thereby, enables
them to remain inclined to the brand by gaining positive mind sets about the brand and its
product, thereby, make purchases consistently.
Symptoms of root problem
The root problem is represented by demonstrating the rationale of the research, which
can also help in understanding the symptoms of effects that may arise from this problem

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experienced during the research. Often it has been found that due to lack of proper marketing
technologies, the business organisations have been unable to create the desired level of
awareness of the brand and its products and services among the customers. Due to this, there
has been poor sales generation and lack of enough profit too (Malik & Guptha, 2014).
Therefore, ths could not only affect the profit level for the business, but could also result in
becoming unable to attain competitive advantage in business as well. Therefore, these are the
symptoms of the root problem that may be experienced (Calvinklein.com.au, 2019).
Identification of information needs
The needs of information and data are evident and these combine to form an effective
approach to marketing, which can allow the company to enhance its marketing efficiency and
thereby generate the desired amounts of sales within quick time too. As fond from the case
scenario, the commercials and advertisements often feature the popular celebrities such as
David Beckham or Michael Jordan, who are style enthusiasts and have followed fashion
trends, often copied by others all over (Wang et al., 2013). The major intent of these
advertisements is to develop attentiveness and create some sense of interest among the minds
of people, thereby, influence their buying intentions and deliver the right information and
messages to the general public. Being endorsed by their popular celebrities, the consumers
often get influenced to make purchases, which also encourage their mind sets and they could
relate their brands to develop unique identity, furthermore, enhance the marketing efficiency.
Due to this, also the demands and expectations of consumers tend to arise because of the
presence of real stars featured in the ad, thereby, remaining aligned with the brand promise
(Jin & Phua, 2014).

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Identification of unit of analysis
The unit of analysis is the impact of celebrity endorsements on the marketing and
promotions to facilitate higher level of engagement of people with the brand and getting their
buying behaviours influenced too.
Identification of relevant variables
The most relevant variables found in the research are the endorsements of brand
products by the celebrities and the purchasing intentions or behaviours of the consumers
within the luxury fashion industry of Australia.
Statement of Decision Maker’s Purpose
The statement of the Decision maker’s purpose is to ensure that the marketing
efficiency is improved with the help of celebrity endorsements and make people influenced to
make purchases from the organisation. The main purpose of the decision maker represents the
statement of influencing the consumer buying behaviours and intentions for encouraging
more sales and gaining higher level of profit and competitive advantage in business (Chan,
Leung Ng & Luk, 2013).
Research Questions
 What is the impact of celebrity endorsements on the purchasing intentions and
behaviours of consumers?
 How could the various ways or approaches help in encouraging the marketing
efficiency and ensure better sales generation and profit level?
 What are the various measures required to facilitate the endorsements made by
celebrities and influence the purchasing behaviours of the consumers?

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 What are the measures recommended to influence the consumer buying behaviours
with the engagement of well known celebrities during the management of
advertisements and promotions at Calvin Klein?
Type of data required to answer each research question
There is requirement for both primary as well as secondary data and thus the
qualitative and quantitative data and information have been considered as important or
answering the questions of research too. While the primary data constitutes of quantitative
data, which could be gathered on the basis of survey process where the respondents could
provide their responses in the survey questionnaire, the qualitative data and information are
the responses of managers provided during the interview session (Rai, 2013). The secondary
data and information are acquired with the assessment of various secondary sources including
the journals, articles, newspapers, magazines and websites containing information and data
related to the impact of celebrity endorsements on the influence of consumers’ buying
intentions or behaviours. The quantitative data and information are gathered, which can
enable measuring the positive as well as negative responses, based on which, it could be
understood whether the statement is true or not (Malik et al., 2013).
Research Objectives
 To identify the impact of endorsements by celebrities on the purchasing intentions and
behaviours of the consumers at Calvin Klein
 To evaluate the various perceptions of individuals regarding the brand’s involvement
of well-known celebrities in the advertisements and promotional activities
 To assess the level of influence that can be created through various promotional
activities involving the well-known celebrities who follow latest fashion trends and
can be responsible for creation of brand loyalty among the consumers

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 To recommend necessary measures that are used to facilitate the marketing efficiency
and promote the brand and its products through endorsements by celebrities, thereby
improve the brand image and identity
Information value of the project
The information must be acquired from authentic and reliable sources, which should
not only be valuable for the accomplishment of research, but would also ensure maintaining
the accuracy of information and data. The information and data must be collected from
reliable sources of data and information that are authentic and genuine, thereby, consist of
important data and information and are relevant to the research topic too. The information
value is based on the benefits that can be acquired with the management of celebrity
endorsements such as the establishment of brand loyalty, greater awareness and better
influence of consumers’ buying intentions.
Conceptual model illustrating the relationships between the proposed variables
Endorsement by
celebrities
Enhancing brand,
image and
awareness
among the
customers
Improve the
marketing
effectiveness and
establish brand
loyalty and trust
Higher sales
generation and
incerased profit,
therefore, higher
market share

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Proposed Research Design
The research is important for structuring the various methods of research and ensure
proper collection and analysis of data and information required to ensure successful
accomplishment of the research effectively. There are exploratory, explanatory as well as
descriptive research designs, all of which are suitable according to the research structure and
other aspects. The exploratory research design enables presenting the initial research and
presenting those in the form theoretical data and information whereas the existing ideas,
theories and concepts are also assessed to develop a framework required to conduct the
research properly (Nassaji, 2015). The explanatory design of research focuses on the cause
and well as the effects created, which allows for generation of ideas and concepts along with
the development of link between the two variables for maintaining the validity reliability and
accuracy of research too. The descriptive research design, as the name suggests, could enable
the researcher to understand the research aspects in a much detailed manner, thereby manage
acqusitions of vital information and data without need to make prior assumptions (Boyland &
Halford, 2013). The descriptive research design could also help in prioritizing on the how and
what rather than why aspects of the research. The descriptive research design is predictable
and also certain, which can assist in linking the variables, thereby, ensure, that the dependent
variable, i.e., the consumer buying behaviours and intentions is dependent upon the
independent variable, i.e., the management of brand image and identity with the help of
celebrity endorsements (Palinkas et al., 2015). This would also help in filling the missing
gaps in the research and at the same time, gain detailed understanding to expand the scope
and nature of the research too.
Method of Administration
The method of administration represents the various ways of collection and analysis
of data and information required to conduct the research appropriately. The collection of data

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and information would be possible with the help of survey process and also by managing
interview sessions with the managers of the organisation (Alshenqeeti, 2014). The survey
questionnaire would be distributed to the respondents, where they need to provide their
responses, based on which, the analysis of positive and negative responses should be done for
making sure to achieve the research goal or objective with ease. The qualitative data and
information would be gathered with the arrangement of interview sessions with the managers
of the organisation based on their convenient time schedule (Sasmita & Mohd Suki, 2015).
The method of administration also has been facilitated with the collection of secondary data,
which could be acquired with the assessment of various secondary sources such as journals,
articles, newspapers, documents and websites.
Implementation plan for administration
Are you satisfied with the quality of products and services of Calvin Klein?
Yes:……………… No:……………
Is it true to believe that the endorsements by celebrities can influence the customers’
buying behaviours?
Agree: ______ Strongly agree: ______ Neutral: ______ Disagree: ______ Strongly
disagree: _______
The advertisements and promotions with the involvement of well-known celebrities can
facilitate the brand rust, loyalty and awareness among people
Agree: ______ Strongly agree: ______ Neutral: ______ Disagree: ______ Strongly
disagree: _______
The CK Sport scent, introduced by the company, has managed to fulfil the trends
within the luxury fashion industry

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Agree: ______ Strongly agree: ______ Neutral: ______ Disagree: ______ Strongly
disagree: _______
The celebrity endorsements facilitate the marketing activities’ efficiency by creating
trust and loyalty along with delivery of clear messages and information to the clients
Agree: ______ Strongly agree: ______ Neutral: ______ Disagree: ______ Strongly
disagree: _______
The promotional activities have been influenced with the engaged of celebrities, which
can persue buyers and make hem inclined towards the brand, i.e., Calvin Klein
Agree: ______ Strongly agree: ______ Neutral: ______ Disagree: ______ Strongly
disagree: _______
The psychological influences are encouraged with the help of celebrity based
promotions managed by a brand to motivate customers
Agree: ______ Strongly agree: ______ Neutral: ______ Disagree: ______ Strongly
disagree: _______
The celebrity endorsed brand products fare much well in the market when compared to
the products not endorsed by celebrities
Agree: ______ Strongly agree: ______ Neutral: ______ Disagree: ______ Strongly
disagree: _______
Does this marketing procedure ensures clear delivery of messages and information
regarding the brand and its products

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Agree: ______ Strongly agree: ______ Neutral: ______ Disagree: ______ Strongly
disagree: _______
Are you loyal towards the brand and make frequent purchases?
Agree: ______ Strongly agree: ______ Neutral: ______ Disagree: ______ Strongly
disagree: _______
Proposed sampling technique
The random probability sampling method helped in selecting samples randomly from
a large group of people and have been considered as major samples. The samples were then
provided with survey questionnaires, which are needed to be filled by them. On the other
hand, the non-probability convenient sampling method was considered to arrange a
convenient time for the managers of the organisation based on their busy time schedule and
then provide their responses, which are to be used while conducting the research (Etikan,
Musa & Alkassim, 2016). Therefore, the sample size has been selected as 40 respondents and
5 managers of the organisation.
Ethical considerations
None of the respondents were forced to take part in the research while the research
materials and information used in the research must be destroyed so that it does not fall in
wring hands and create problems related to copyrights, lack of authenticity of data and loss of
important data and information too (Alshenqeeti, 2014). The research related data and
information are kept stored in secure databases for preventing any unauthorised access,
thereby, prevent loss of important data and information.

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Reference list
Ahmed, S., & Ashfaq, A. (2013). Impact of Advertising on Consumers’ buying behavior
through Persuasiveness, Brand Image, and Celebrity endorsement. Global Media
Journal, 6(2), 149.
Alshenqeeti, H. (2014). Interviewing as a data collection method: A critical review. English
Linguistics Research, 3(1), 39-45.
Boyland, E. J., & Halford, J. C. (2013). Television advertising and branding. Effects on
eating behaviour and food preferences in children. Appetite, 62, 236-241.
Calvinklein.com.au. (2019). Retrieved 13 September 2019, from
https://www.calvinklein.com.au
Chan, K., Leung Ng, Y., & Luk, E. K. (2013). Impact of celebrity endorsement in advertising
on brand image among Chinese adolescents. Young Consumers, 14(2), 167-179.
Etikan, I., Musa, S. A., & Alkassim, R. S. (2016). Comparison of convenience sampling and
purposive sampling. American journal of theoretical and applied statistics, 5(1), 1-4.
Jin, S. A. A., & Phua, J. (2014). Following celebrities’ tweets about brands: The impact of
twitter-based electronic word-of-mouth on consumers’ source credibility perception,
buying intention, and social identification with celebrities. Journal of
Advertising, 43(2), 181-195.
Malik, G., & Guptha, A. (2014). Impact of celebrity endorsements and brand mascots on
consumer buying behavior. Journal of Global Marketing, 27(2), 128-143.
Malik, M. E., Ghafoor, M. M., Iqbal, H. K., Ali, Q., Hunbal, H., Noman, M., & Ahmad, B.
(2013). Impact of brand image and advertisement on consumer buying
behavior. World Applied Sciences Journal, 23(1), 117-122.

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Nassaji, H. (2015). Qualitative and descriptive research: Data type versus data analysis.
Palinkas, L. A., Horwitz, S. M., Green, C. A., Wisdom, J. P., Duan, N., & Hoagwood, K.
(2015). Purposeful sampling for qualitative data collection and analysis in mixed
method implementation research. Administration and policy in mental health and
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Rai, N. (2013). Impact of Advertising on Consumer behaviour and attitude with reference to
consumer durables. International Journal of Management Research and Business
Strategy, 2(2), 2-8.
Sasmita, J., & Mohd Suki, N. (2015). Young consumers’ insights on brand equity: Effects of
brand association, brand loyalty, brand awareness, and brand image. International
Journal of Retail & Distribution Management, 43(3), 276-292.
Wang, J. S., Cheng, Y. F., & Chu, Y. L. (2013). Effect of celebrity endorsements on
consumer purchase intentions: Advertising effect and advertising appeal as
mediators. Human Factors and Ergonomics in Manufacturing & Service
Industries, 23(5), 357-367.
Wei, P. S., & Lu, H. P. (2013). An examination of the celebrity endorsements and online
customer reviews influence female consumers’ shopping behavior. Computers in
Human Behavior, 29(1), 193-201.