Celebrity Endorsers Analysis

2235 Words9 Pages
To examine the impact of celebrity endorsers on consumer shopping styles and purchase intentions for select global brands in apparel industry. A Proposal Submitted to University Business School Panjab University Chandigarh On September 3, 2014 By Gobind Raj Singh Aulakh MBA-IB Roll No. 9 Table of Contents 1. Introduction…………………………………………………………………………………...........................3 2. Need for the study…………………………………………………………………………………………………..4 2.1 Contribution of the research……………………………………………………………………………...4 2.2 Significance of the study…………………………………………………………………………………...4 3. Research Problem……………………………………………………………………………………………………4 3.1 Research Objectives………………………………………………………………………………………..…4 4. Literature Review…………………………………………………………………………………………………….5 4.1 Celebrity Endorsers………………………………………………………………………………………......5 4.2 Consumer Purchase…show more content…
Therefore they are relevant for segmenting the market. One or more specific shopping style dimensions may influence consumer-shopping choices, and these influences are relatively enduring (Sproles and Kendall, 1986). Sproles and Kendall (1986) developed a consumer style inventory (CSI) based on the assumption that consumer decision-making behaviour can be explained by eight central decision-making dimensions that influence a consumer’s decision-making behaviour. The eight decision-making style dimensions were: perfectionism/high-quality consciousness, brand consciousness/price equals quality, novelty and fashion consciousness, price/value consciousness, recreational and shopping consciousness, impulsive/careless, confused by over-choice, and habitual/brand loyal shoppers. Despite the eight-dimensional structure being confirmed in the original study, there are indications that the eight-factor model does not represent an ideal solution because some dimensions showed a poor
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