Effectiveness Of Celebrity Endorsement On Consumer Brand Preference

2728 WordsJun 26, 201511 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 discussion 11 3.6 Research Plan 11 IV. References 12 1. Introduction The primary objective of this research is to examine the transfer effect of the celebrity endorsements on the attitude towards advertisements, brand and its sales. 1.1 Background of the Study Consumers want to be reassured that the decision of buying a specific brand is sensible and would pay off while consuming the product/brand. Most of the times advertising helps consumers come out of the state of cognitive dissonance and satisfy with their decision of buying a particular brand. Celebrity endorsements can help consumers achieve this state of satisfaction. Celebrity endorsements have long been used to convince consumers to buy products. It 's an effective method of creating value, recognition and credibility for a brand Celebrities have qualities that make them exceptional in their fields of expertise, be it sports or entertainment, people recognize and admire them. A celebrity endorser is "Any
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