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BUSINESS RESEARCH METHOD

Research Proposal

Submitted To: Mam. Sundas Rauf

Submitted By: Rabia Wali
Aghna Ashfaque
Asma Naz
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Introduction:
Celebrity endorsement is one of the most popular tactic or strategy which will be followed by almostly all of the
brand nowadays ,or a non-profit organization that involves celebrities or a well-known person who uses their
social status or fame to help promote a product, service or even raise awareness about environmental or social
issues. The marketing professionals use famous sponsors in the hope that the positive images of the famous
brand sponsor will also be transmitted to the products or brand image associated with celebrities. Celebrity
approval is commonly used by fashion or beauty brands, but a nonprofit organization also relies on celebrities,
as celebrities have enormous communication skills that can attract people's attention and help. to reach a wider
audience to raise awareness of a certain organization or topic, thus making celebrities raise funds effectively.

Object of the study:

The objective of this paper is to examine the relationship between celebrity endorsements and brands, and
eventually, its impact on consumer's buying behavior as well as their brand preferences.

Approach:
This work was done mainly as an exploratory research to find out the correlation between celebrity endorsement
and brand image based on the structured questionnaire, and analysis is done on the response with the help of
higher order statistical tools.

Research gaps:
Cultural influences
Social influences
Family influences
Psychological influences.
These are the areas where necessary information is not given in research papers.

Limitations:
This study is on the impact of celebrity endorsement on consumer behavior.

1. Financial limitation- Insufficient fund tends to prevent the efficiency of the researcher in sourcing for
the relevant materials, literature or information and in the process of data collection (internet,
questionnaire and interview).
2. Time limitation- The researcher will simultaneously engage in this study with other academic work.
This consequently will cut down on the time devoted for the research work.
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Literature Review:
The previous research study focuses on the celebrity endorsement and its impact on the customer’s buying
behavior and their perception regarding the product or brand of the company. (Ahmed1, · September 2015). This
examination contemplate centers around the big name support and its effect on the client's purchasing conduct and
their recognition with respect to the item or brand of the organization. (Ahmed1, · September 2015) In addition the tried
properties of big name demonstrate positive association with the purchasing conduct and brand observation too.
(Ahmed1, · September 2015). Exploring the effect of superstar supports as for their physical allure, source believability
and consistency on clients' image recognition and buy goal. (zafar). Critical outcomes were derived to authorize the
theories that VIP supports do have effect on client's recognition and buy goal. (zafar) (D.M.R.Dissanayake2, September
2017) Identify the probability of a consumer in becoming a supporter/neutral/opposer of the celebrity
endorsement based on demographic profiles of consumers; to examine the celebrity attributes likely to influence
consumer purchase intentions (, Subhash Kizhakanveatil Bhaskaran Pillai, Kaustubh Kamat, december 21,2017)
The publicists consider this to be a chance to get and take a shot at to extend their tasks and advance their item (Jain,
March 2011).

Theoretical framework:
In this research, we have studied the relationship of celebrity endrosment on consumer buying behavior we have
taken celebrity endrosement , credibility and brand congruency as independent variables and consumer buying
behavior as dependent variables and purchase intension moderating variable

Celebrity

Credibility
Buying behavior

Celebrity/Brand
congruency

Purchase
intension
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Hypotheses:
Hi: if the celebrity attractiveness increases buying behavior increases
Ho: if the celebrity attractiveness decreases buying behavior decreases
Ho2: if the purchase intension decreases then impact buying behavior decreases

Hi: if the credibility increases buying behavior increases

Ho: if the credibility decreases buying behavior decreases
Ho2: if the purchase intension on credibility decreases then impact buying behavior decreases

Hi: if the Celebrity/Brand congruency increases buying behavior increases

Ho: if the Celebrity/Brand congruency decreases buying behavior decreases
Ho2: if the purchase intension on Celebrity/Brand congruency as decreases buying behavior decreases

Research methodology:
The research is quantitative and descriptive in nature. Both primary and secondary data sources have been
collected. 100 are the sample size for this research to examine the impact of celebrity endorsement on buying
behavior. Random sample technique is used, students are taken from the maju . We borrowed the questionnaire
from the research study on the topic of impact of celebrity advertisement on customer perception and customer
intension by. (zafar) The Dependent variable is the buying behavior, and independent variable is the celebrity,
credibility and brand congruency and moderating variable is purchase intension. We operationalize the celebrity
in its three main attributes namely, attractiveness, credibility and meaning transfer. And we see their impact on
the buying behavior. The result of the study will be analyzed through quantitative, regression, correlation and
Frequency analysis. The data is processed through SPSS to get the results.
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Weeks of Aghna Ashfaque Asma naz Rabbia wali

semester

3 Topic of research Topic related Topic related

research paper research paper
4 Literature review 2 Literature review1 Literature review2
5 Literature review 2 Literature review1 Literature review2
6 Literature review 2 Variables Literature review2
7 Limitations introduction
8 Literature review methodology objectives
editing for proposal
9-10 Midterm Midterm Midterm
11 Citation Absent scope
12 references Theoretical frame Research gap
work
13 methodology hypothesis approach
14 printing methodology

References
, Subhash Kizhakanveatil Bhaskaran Pillai, Kaustubh Kamat. (december 21,2017). Impact of Celebrity Endorsement on
Consumer Buying Behaviour in the State of Goa.

Ahmed1, R. R. (· September 2015). Impact of Celebrity Endorsement on Consumer Buying Behavior.

D.M.R.Dissanayake2, K. a. (September 2017). PERCEIVED EFFECTIVENESS OF CELEBRITY ENDORSEMENT ON.

International Journal of Business and Management , Vol.5, No.7, pp.9-21, .

Hung, C. &. (2011).

Impact of Celebrity Endorsement on Consumer Buying Behavior in the State of Goa. (n.d.).

Jain, D. V. (March 2011). Celebrity Endorsement And Its Impact On Sales: A Research. Global Journal of Management
and Business Research.

zafar, q.-u.-a. (n.d.). Impact of Celebrity Advertisement on Customers’ Brand Perception and Purchase Intention.