Celebrity Certification and Effects on Customer's Purchasing Decision By:
Nisachon Tantiseneepong ID. 089095995 9/7/2009
MSc Foreign Marketing
Newcastle University Organization School Boss: Dr . Matthew Gorton
Stand of Material Title Page Acknowledgements Summary Chapter you Introduction Chapter 2 Literary works Review Chapter 3 Methodology Chapter some Results and Findings Phase 5 Conversation Chapter 6th Conclusion Referrals Appendices A B C Pictures of Advertisements Gucci Envy me Gucci Envy me and Jenifer Aniston Gucci Envy me and Amy Winehouse Christian Dior J'dore Christian Dior J'dore and Queen Latifah Christian Dior J'dore and Emma Watson 57 58 59 60 61 62 37 41 49 1 a few 3 5 6 15 14 25 31 35
Acknowledgements: The completing this study was because of supports coming from many people. The author wish to thank her supervisor, Dr . Gorton, to get giving her advices and guidance for this kind of research. Thank for her friends who help her when she encounters difficulties. Finally, deepest give thanks to for her friends and family as they always been there and support the author whenever the girl needs. Abstract This analyze looks at how celebrity validation affects woman consumers' cologne purchasing behavior as more and more adverts at present are using this method as perfume could possibly be a high internal involvement product. As a result, presently there rises something of precisely what are factors that affect customers' perfume getting decisions and whether consumers get affected by celebrity endorsers. The research switches into qualitative study method by making use of three projective techniques and interviews. There have been altogether sixteen Asian girls aged 20 to 35 years old perfume wearers playing this exploration. Results identified showed that celebrity endorser might does not always drive purchase purpose because he/she is not the main reason which includes an effect upon consumers' purchasing decisions. In addition, match-up speculation might in some way have a limitation to use as high degree of congruence between the endorser plus the product would not always demonstrated positive results. Nevertheless , there is nonetheless limitation for the finding and further research is advised.
Intro Beauty most likely cannot be rejected as a desire all women in this world plus they try to find ways to enhance or to preserve that. Perfume is probably perceived to be one of the products which help enhancing wearers' appeal and beauty other than cosmetics, food dietary supplement, and many other ways. In these days, the competition from the perfume market is very high which is often seen from the continuously released of perfumes from many brands both from scent boutique or from developer houses. To be able to create awareness of brand or perhaps product, attractive advertisement is necessary. Nowadays, persons expose to a large number of adverts in a day, however, not all of the advertising seen can easily attract customers' attentions and so they mostly are forgotten. Advertisements which is termed as a vital medium for crating brand and product consciousness, build brands, increase sales etc . if the message that it carries can not be communicated to its customers due to their lack of knowledge, then that advertisement can be perceived as an inability. One of the ways which is used in advertising is the usage of endorser. Endorser in the person who is usually delivering the product message is the one who performs an important part in the two representing the image of the brand and as a agent of it. Celeb endorser when appear in ad is considered to be able to entice attentions of viewing followers, plus he/she is believed to be able to help building and adding new dimensions towards the that they are promoting if the brand and the endorser match well with each other (Bryne and Whitehead 2003, Kahle and Homer 1985). Physical attractiveness of endorser is said to be in a position to increase perceptions towards brands and marketing and also has the capacity to change beliefs of consumers a lot more than non-attractive...