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







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