Celebrity Endorsement
Celebrity Endorsement and Impacts on Consumer’s Purchasing Decision
By:
Nisachon Tantiseneepong ID. 089095995 9/7/2009
MSc International Marketing
Newcastle University Business School Supervisor: Dr. Matthew Gorton
Table of Contents Title Page Acknowledgements Abstract Chapter 1 Introduction Chapter 2 Literature Review Chapter 3 Methodology Chapter 4 Results and Findings Chapter 5 Discussion Chapter 6 Conclusion References 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 38 41 49 1 3 3 4 6 10 14 25 31 35
2
Acknowledgements: The completion of this research was because of supports from many people. The author would like to thank her supervisor, Dr. Gorton, for giving her advices and guidance for this research. Thank for her friends who help her when she faces difficulties. Lastly, deepest thank for her family as they always been there and support the author whenever she needs. Abstract This study looks at how celebrity endorsement affects female consumers’ perfume purchasing behaviour as more and more advertisements at present are using this method and since perfume might be a high psychological involvement product. As a result, there rises a question of what are factors that affect consumers’ perfume purchasing decisions and whether consumers get affected by celebrity endorsers. The research adopts qualitative research method by using three projective techniques and interviews. There were altogether sixteen Asian women aged 20 to 35 years old perfume wearers participating in this research. Results found showed that celebrity endorser might does not always drive purchase intention because he/she is not the main reason that has an effect on consumers’ purchasing decisions. Moreover, match-up hypothesis might somehow have a limitation to use as high degree of
By:
Nisachon Tantiseneepong ID. 089095995 9/7/2009
MSc International Marketing
Newcastle University Business School Supervisor: Dr. Matthew Gorton
Table of Contents Title Page Acknowledgements Abstract Chapter 1 Introduction Chapter 2 Literature Review Chapter 3 Methodology Chapter 4 Results and Findings Chapter 5 Discussion Chapter 6 Conclusion References 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 38 41 49 1 3 3 4 6 10 14 25 31 35
2
Acknowledgements: The completion of this research was because of supports from many people. The author would like to thank her supervisor, Dr. Gorton, for giving her advices and guidance for this research. Thank for her friends who help her when she faces difficulties. Lastly, deepest thank for her family as they always been there and support the author whenever she needs. Abstract This study looks at how celebrity endorsement affects female consumers’ perfume purchasing behaviour as more and more advertisements at present are using this method and since perfume might be a high psychological involvement product. As a result, there rises a question of what are factors that affect consumers’ perfume purchasing decisions and whether consumers get affected by celebrity endorsers. The research adopts qualitative research method by using three projective techniques and interviews. There were altogether sixteen Asian women aged 20 to 35 years old perfume wearers participating in this research. Results found showed that celebrity endorser might does not always drive purchase intention because he/she is not the main reason that has an effect on consumers’ purchasing decisions. Moreover, match-up hypothesis might somehow have a limitation to use as high degree of