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You need to write paper on celebrity endorsements
You have to complete the following parts
1. Research Findings
2. Analysis & Discussion
3. Conclusions
4. Recommendations
5. Limitations
Use harvard referencing, at least 20, cant use the one in or before 2000
if the data analysis cant meet the hypothesis, please use academic reference/theories to explain why it happen
Need to follow the core journal
Journal - Impact of Celebrity Advertisement on Customers' Brand Perception and Purchase Intention
Attachment:- Paper.zip
Verified Expert
The purpose of this paper is to understand the influence of celebrity endorsement on consumer purchasing intention and their behavior. A survey is conducted in which responses from 100 participants are asked about the factors which can have a significant effect on their purchasing intention. A majority of them answered that they consider factors like positive image of the spokesperson, concurrency between brand image and personal image of the celebrity while buying an item. They do not consider physical attractiveness of the celebrity to be an important factor and they will not be influenced by this factor while buying a product. Knowledge and expertise of the spokesperson endorsing the product are some of the major factors they consider while selecting a particular product of a particular brand.
the three hypothesis should be H1: Physical Attractive of celebrity has an impact on consumer purchase intention. H2: Source Credibility of celebrity has an impact on consumer purchase intention. H3: Celebrity and Brand congruence of celebrity has an impact on consumer purchase intention. Please remind to mention that Celebrity and Brand congruence to be represented by "positive image, sincere, and expertise" The analysis hypothesis part of hypothesis part talks about expertise, which should be in hypothesis 2. Hypothesis 3 talks about congruence. Amazing work, thank you so much for helping me in my marketing assignment.
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