PROJECT APPROVAL
Project Title: Celebrity endorsement using in marketing. By: Aziz Ahmad Khan Project Supervisor: Sir Malvin The PRESTON UNIVERSITY Karachi Main Campus has approved this Project, submitted in partial fulfillment of the requirements for the degree of Bachelors of Business Administration.
Approval Committee:
_____________________ ________________________ Sir Malvin (Supervisor)
LETTER OF AUTHORIZATION
Date: 13-05-2011
Aziz Ahmad Khan 1511-107-040
Dear Student, I am pleased to inform that you are assigned to conduct a study and prepare a research project on CELEBRITY ENDORESMENT USING IN MARKETING. In this report you have to include the overview of brief history of selected topic and their strategies related to the concerned subject. You will get all assistance, necessary for the information. If you find any difficulty in your way, please try to overcome those obstacles. I assure you that all possible cooperation will be offered to enable you to write the report in a good and cooperative environment. I will appreciate if you submit your findings within given time.
With Best Wishes, ----------------------------Sir Malvin (Supervisor)
LETTER OF TRANSMITTAL
Date:13-05-2011 Sir Malvin Faculty Member PRESTON UNIVERSITY Karachi (Main Campus)
Dear Sir, I am submitting this report on CELEBRITY ENDORESEMNT USING IN MARKETING. As per your advice, the report includes overview of industry and literature review of the topic. Statistical analysis is used through SPSS software. I am grateful for your guidance without which this assignment could have not been completed.
Yours truly,
________________________________ Aziz Ahmad Khan (1511-107-040) PRESTON UNIVERSITY (Karachi Main Campus)
ACKNOWLEDGMENTS
First of all I would like to thank AL-MIGHTY ALLAH for infinite help through out the project and in the entire program of BBA. It is ALLAH who enabled me to carry out this research and who gave me the knowledge and the confidence to prepare and submit the project in the sensible and presentable manner.
Very special thanks to Mr. Malvin (our dedicated & a sophisticated instructor), who has endeavored to provide significant theoretical knowledge relevant to this submitted report, he has been a great source of inspiration and guidance ever since he started off facilitating in this regard. I thank him for his earnest attempt in making us understand and rendering knowledge through thick and thin.
I would also like to thank and express my gratitude to all the people who were directly and indirectly involved in the accomplished task especially my parents, friends and my classmates.
---------------------------Aziz Ahmad Khan
TABLE OF CONTENTS
S. NO
1 2 3 4 5 5.1 5.2 5.3 5.4 5.5 6 6.1 6.2 6.3 6.4 6.5 6.6 6.7 7 8 9 Abstract Title page with student name Introduction Literature review Characteristic of impulse buying behavior Normative evaluation for impulse buying behavior Factors/cues influencing impulse buying. Internal factor External factor Methodology Research design flow chart Survey instrument Pre-test and pilot study Data collection Data analysis Data analysis flow chart Detail of data analysis Sampling Frequencies Conclusion
DESCRIPTION
Title page with student name
PAGE
Vi Vii viii 01 02--05 02 03 03 04 05 0610 06 07 07 07 07 08 08 10 11--44 4546
10 11
References Appendix I (questionnaire)
47--48 49--52
CELEBRITY ENDORSEMENT USING IN MARKETING
BY Aziz Ahmad Khan
Abstract
Celebrity endorsements are an omnipresent feature of present day marketing. The modern corporation invests significant amounts of money to align itself and its products with bigname celebrities in the belief that they will (a) draw attention to the endorsed products/services and (b) transfer image values to these products/services by virtue of their celebrity profile and engaging attributes. The consumer of today is becoming smarter and takes well informed decisions. He is not easily swayed by the charms of his favorite celebrity be it a film star or a sportsperson. This makes Marketing Communications using celebrity Endorsements all the more challenging. Since this field is very vast, the paper looks at important factors driving the celebrity's impact on the brand such as Attribute Matching, Celebrity Power, Effect of Cardinality, Choice of Media Vehicle, Brand Risks posed by Celebrities and the ultimate fight of Brand Vs Celebrity
CELEBRITY ENDORSEMENT USING IN MARKETING
BY
Aziz Ahmad Khan