Sunday, January 5, 2020

Qualitative Research and Celebrity Endorsement - 24767 Words

The Effectiveness of Celebrity Endorsement in India Abstract The practice of celebrities being used for rendering services other than performing their actual job as either an actor or an athlete, such as endorsements has proliferated over time. Despite the cost and the risks involved with this technique of advertising, it is been used quite extensively in the present era. The instrument of celebrity endorsement has nowadays become a pervasive element in advertising and communication management. Chapter 1: Introduction 1.1 Background to the topic Marketers spend enormous amounts of money annually on celebrity endorsement contracts based on the belief that celebrities are effective spokespeople for their†¦show more content†¦Also the use of interviews has been reasoned in this chapter. Apart from this the criterion for the selection of the sample size is disclosed. Chapter 4 reveals the the analysis and interpretation of the responses which were collected during the interviews.A wide range of sub-topics under this theme has been touched upon, some of the results are consistent with the literature review and some opposing. Chapter 5 related to the final conclusion where all the findings from the research has been summarised. 9 Chapter 6 finally expresses the limitations that were faced while conducting this research. It also states an extensive area appropriate for future research and finally divulge the managerial implication which would facilitate in a better execution of celebrity endorsed campaigns. 10 Chapter 2: Literature Review This chapter discusses the concept of celebrity endorsement in general and the related theories associated with it. The literature review forms the main pedestal of the dissertation as the consequent analysis and future result is based on it. The review is done of the literature on celebrity endorsements and the Indian market. 2.1 Introduction â€Å"Celebrity is an omnipresent feature of society, blazing lasting impressions in the memories of all who cross its path.† - Kurzman et.al (2007) Indian market is not by a large space, an easy audience to targetShow MoreRelatedCelebrity Endorsement On Consumer Behaviour1619 Words   |  7 Pageslook at celebrity endorsement, and the affects of celebrity endorsement on consumer behaviour. I am also going to be looking at celebrity endorsement and the affect it has on consumption in the retail industry. 2. Main Research Question Does Celebrity Endorsement Influence Consumer Behaviour and Purchasing Decisions? 3. Example Relevant sub-questions †¢ Examples of when consumers have been influenced by a certain celebrity or icon, to determine the consumption of a product. †¢ How celebrity endorsementRead MoreThe Wearing Celebrity s Transgression And If Any Negative Implications Allotted By Purchasers1333 Words   |  6 Pagesachievement) have kept up their relationship. Whether these backers’ choices were focused around any true proof of how the embarrassment affected the mentality of their shoppers. Product related attributes: Product related ascribes when alluding to a game celebrities identifies with those components that contribute to the execution of the game article (Bauer, Stokburger-Sauer Exler 2008; gwinner, K. 1997). Past examination by Gladden and Funk (2001) and Bauer et al (2008) have characterized item related qualitiesRead MoreQuantitative And Quantitative Methods Of Research3747 Words   |  15 Pages â€Æ' 3. 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Therefore, the study utilised the research objectives set, to discover new research into the overall attractiveness behind marketers using celebrity endorsements, in order to indicate whetherRead MoreEffectiveness Of Celebrity Endorsement On Consumer Brand Preference2728 Words   |  11 Pages Effectiveness of Celebrity Endorsement on Consumer Brand Preference Submitted by Aakash Pandya Table of Contents 1. Introduction 3 1.1 Background of the Study 3 1.2 Research Problem 5 1.3 Research Objective 6 1.4 Significance of the study 6 II. Literature Review 7 2.1 Hypothesis 8 2.2 Significance of the study 9 III Research Methodology 10 3.1 Research Design 10 3.2 Population 10 3.3 Sample Size and Sampling Method 10 3.4 Data Collection 11 3.5 Analysis and discussionRead MoreCelebrity Endorsement on Consumer Behaviour: an Adidas Case Study3093 Words   |  13 Pages4.0 RESEARCH QUESTION 4 5.0 RESEARCH OBJECTIVES 4 5.1 METHODOLOGY: RESEARCH APPROACH 4 5.2 METHODOLOGY: RESEARCH STRATEGY 4 5.3 DATA COLLECTION 5 5.3A QUESTIONNAIRES 5 5.3B SEMI-STRUCTURED INTERVIEWS 6 5.4 SAMPLE SIZE 6 6.0 ACCESS ETHICS 7 7.0 TIMESCALE 8 8.0 RESOURCES 8 9.0 APPENDIX 8 10.0 BIBLIOGRAPHY 9 â€Æ' 1.0 WORKING TITLE Celebrity Endorsement, its impact on Consumer Behavior: An Adidas Case Study 2.0 BACKGROUND JUSTIFICATION Research into the world of celebrity advertisingRead MoreHow Celebrity Endorsements Used On Twitter2360 Words   |  10 Pagesonly be derived from qualitative research, in order to attach meanings to how celebrity endorsements used on Instagram affected the inner feelings of consumers. Cited by (Edirisingha, 2012) Cited in (Carson et al., 2001) The approach was based on the belief of epistemology, where it was taken into consideration that people cannot be separated from their knowledge, therefore, the clear link between the researcher and research subject encouraged the study to explore new research into the topic questionRead MoreCelebrity Culture and Mass Marketing Essay4404 Words   |  18 PagesDissertation Proposal â€Å"Celebrity Culture and Mass Marketing† A proposed study on the effects of celebrity culture on consumer perception and behaviour; and how this is affecting the marketing techniques being used by UK businesses Contents Background 5 My Proposal 5 Literature review 5 Methodology 8 Limitations 9 Application 10 References 12 Appendix 13 Appendix A- Performa 13 Background Celebrity culture has been around for many years, however throughout the last tenRead MoreFinding A Groundbreaking Statistic?1429 Words   |  6 Pagesopinion on the product, and were more willing to buy it. These statistics could vindicate that, no matter if the celebrity endorsing the product is likeable or not, more people will be willing to consume the item just because a celebrity uses the product. Or it could mean that since the Kardashians are so popular, everyone has an emotional appeal to them, more so than most celebrities. Especially since most of the survey takers were unfamiliar with the product, they could base their entire emotionalRead MoreMarketing Concept - Britvic1031 Words   |  5 PagesPESTEL. Generally, businesses can prepare for the unexpected by using PESTEL analysis. For example a new legislation of television advertising of food and drink to children has led to the use of non – television campaigns i.e. sponsorship and celebrity endorsement like Wimbledon or British pantomimes play an important role in Britvic’s marketing strategy. Micro environment factors are factors close to a business that have a direct impact on its operations and success. These factors include competitors

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