What is the impact of celebrity endorsement, Management Theories

What is the impact of celebrity endorsement and event sponsorship on pre-purchase evaluation by customers?

Appropriate data

            To find out the answer of this research question, information related to concept of celebrity endorsement and its importance and influence on pre-purchase evaluation by customers are gathered. This data and information is valuable to address this research question. Advertisers can use celebrity endorsement to influence the pre-purchase behavior of customers (Heerden, Kuiper & Saar, 2008). Along with this, different age group people are influenced by different type of celebrity. For example, 15-30 age group people are influenced by cricketers mostly then film stars, music, festivals and food. In addition of this, this study collects data and information related to consumer's behavior and attitude and the effect of celebrity endorsement in terms of product quality, product uniqueness and corporate citizenship (Spry & Cornwell, 2011).

Level of data

            In this research study, primary and secondary information is collected through survey and books and other authentic resources.  A total number of 100 respondents are participated in this research. For the sampling, convenience sampling under non-probability sampling method is used. The results of survey indicate that celebrity endorsement and event sponsorship affect the quality, uniqueness and corporate citizenship of a brand that influence pre-purchase evaluation of customers (Dahlen, Lange & Smith, 2010). Additionally, conceptual information of celebrity endorsement and event sponsorship and their influence on buying decisions of customers are collected through books, journals and articles.

 

 

Posted Date: 2/4/2013 2:53:58 AM | Location : United States







Related Discussions:- What is the impact of celebrity endorsement, Assignment Help, Ask Question on What is the impact of celebrity endorsement, Get Answer, Expert's Help, What is the impact of celebrity endorsement Discussions

Write discussion on What is the impact of celebrity endorsement
Your posts are moderated
Related Questions
Basic component of management according to Taylor: a) Determination of standard of performance: In this he conducted Time and motion studies, Method study and


WHAT ARE THE PRODUCT MIX OF LG COMPANY?

I need assistance wriitng a literature review. with an analysis and conclusion.

Average daily number of garments held overnight is a.  15.71 b.  71.42 c.  65.71 d.  68.57 e.  none of the above.

What percentage of new jobs require postsecondary education?

In decision theory, the three states nature are a. Local, regional, and national. b. Low, medium, and high c. Short-term, mid-term, and long-term. d. Certainty, uncert

discuss in general the overall role of human capital management


Write a note on classical era for evolution of Organization behaviour