PROJECT REPORT

ON

“A STUDY ON ROLE OF BRAND AMBASSADORS

ON CONSUMER BUYING BEHAVIOR”

SUBMITTED IN PARTIAL FULFILLMENT FOR THE AWARD OF DEGREE

BACHELOR OF COMMERCE HONOURS
(2023-2026)
UNDER THE GUIDANCE OF
Prof (Dr.) MEENAKSHI GANDHI
PROFESSOR: VIPS-TC

SUBMITTED BY:

TANISHA SHRIVASTAVA
02217788823
BCOM IV SEMESTER, SECTION A

VIVEKANANDA SCHOOL OF BUSINESS STUDIES

VIVEKANANDA INSTITUTE OF PROFESSIONAL STUDIES
AU BLOCK (OUTER RING ROAD)
PITAMPURA, DELHI, 110034
 TABLE OF CONTENTS

Student Declaration ii

Certificate From Guide iii

Acknowledgement iv

Executive Summary v

Chapter I – Introduction 1-12

Chapter II – Literature Review 13-15

Chapter III – Research Methodology 15-18

Chapter IV – Findings 18-36

Chapter V – Conclusion and Suggestion 37-39

Bibliography 40

Annexure 41-43
 STUDENT DECLARATION

This is to certify that I have completed the Project titled “A Study on Role of Brand Ambassadors on
Consumer Buying Behavior” under the guidance of “Prof (Dr.) Meenakshi Gandhi” in partial
fulfilment of the requirement for the award of degree of Bachelor of Commerce (Honors) at Vivekananda
Institute of Professional Studies, Vivekananda School of Business Studies, New Delhi. This is an original
piece of work and has not been submitted elsewhere.

TANISHA SHRIVASTAVA
BCOM(H)
02717788823

ii
 CERTIFICATE

This is to certify that the project titled “A Study on Role of Brand Ambassadors on Consumer Buying
Behavior” is an original academic work carried out by Tanisha Shrivastava, Enrolment No. 02217788823,
submitted in partial fulfilment of the requirements for the award of the degree of Bachelor of Commerce
(Honors) from Vivekananda Institute of Professional Studies.
This project has been completed under the guidance of Prof. Dr. Meenakshi Gandhi.
The authenticity of the project work will be verified by the Viva-Voce Examiner, which includes validation
of data, checking for duplication of content, and overall assessment. The project is subject to rejection in
case it does not meet the quality standards set by the Institute

i
 ACKNOWLEDGEMENT

Project work is never the accomplishment of an individual rather it is an amalgamation of the efforts,
ideas and co-operation of the number of entities.

The present work is an effort to gather some insights on “A Study on Role of Brand Ambassadors on
Consumer Buying Behavior”. This report would have been quite impossible without the immense help
and supervision by number of people.
At the outset of this report, I would like to thank all those who helped me directly or indirectly and whose
diligent effort made this report possible. I would like to express my profound gratitude towards my faculty
guide Prof (Dr.) Meenakshi Gandhi for her valuable suggestions, comments, feedback and support
throughout the project. It has been great to work under her guidance.

TANISHA SHRIVASTAVA
BCOM(H)
02717788823

i
 EXECUTIVE SUMMARY

This research explores the complex relationship between brand ambassadors—particularly celebrities—
and consumer buying behaviorr. In today’s crowded and highly competitive marketplace, brands often
turn to well-known public figures to stand out and connect emotionally with consumers. Celebrity
endorsements are seen as tools to enhance visibility, build trust, and influence perception. The study was
conducted using a structured questionnaire and supported by secondary research. Respondents came from
diverse backgrounds in terms of age, location, education, and employment status. The aim was to gather
a broad spectrum of opinions to assess how consumers interact with advertisements and whether the
presence of a celebrity endorser significantly impacts their purchasing choices.

One of the key insights drawn from the research is that while When it comes to the role of brand
ambassadors in shaping brand perception, the results were nuanced. A section of respondents
acknowledged that a familiar face could enhance the appeal of a product, but a significant number did
not associate celebrity involvement with increased brand trust. In many cases, consumers expressed that
the effectiveness of an endorsement depended more on the ambassador’s image and relevance to the
brand rather than their fame [Link], admiration for a celebrity did not automatically translate
into a buying decision. Many respondents admitted that while they may be drawn to a product initially
because of the ambassador, factors like price, quality, and usability ultimately played a bigger role in
their final decision. This suggests that emotional appeal may spark interest, but rational evaluation drives
conversion. The ethical conduct of brand ambassadors also emerged as a key concern among consumers.
Many participants indicated they would reconsider or even stop buying a product if its ambassador was
involved in controversial or unethical activities. This reflects a growing awareness among consumers
about the values and social responsibility of the brands they choose to support. Even personal admiration
for the celebrity was not always enough to override this ethical consideration.

In summary, the study highlights that while brand ambassadors—especially celebrities—can positively
influence awareness and perception, they are not the primary drivers of consumer purchase behaviour.
Consumers today are more thoughtful and informed. They value relevance, integrity, product quality, and
price over star power. Therefore, while celebrity endorsements may still hold strategic value in marketing,
they must be complemented by strong product offerings and responsible branding practices. Brands must
move beyond surface-level associations and build meaningful, trustworthy connections with their target
audiences.
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 CHAPTER 1
INTRODUCTION

Advertisement is "the professional persuasion" that is convened to raise awareness about what is being
presented with the ultimate goal of advising toward purchasing intention. It has been observed that the
marketing climate has modified the engagement of celebrities in advertisement over the previous ten
years. "Any individual who enjoys popular perception and who leverages this impression on behalf of
a consumer good by appearing alongside it in an advertisement" has been classified as a celebrity
endorsement.
It is worth noting why companies spend so much money on brand endorsements with celebrities.
Celebrities are well-perceived people with a powerful look and the ability to entice the audience by
their attractiveness or trust in the brand, which leads to the construction of a strong brand value in the
minds of the observers. Consumers are more influenced by fame when they believe the endorser has a
genuine interest in the product rather than seeking sensual advantage. According to several studies,
the inclusion of celebrities in advertising has a significant impact on the credibility, communication
invoke, remember, and acceptability of the advertisements, as well as purchase inclinations.

In the traditional sense, brand ambassadors are consumers who are pleased with a product and
subsequently spread the word about it, even recommending it to others. However, this meaning has
altered and merged with the definition of a brand endorser, which is someone who does not have to be
a true consumer and who spreads positive word about a product to the larger community. In general,
businesses employ celebrities, or public individuals who are rewarded. A brand ambassador is
someone who has a strong connection to a product, such as a celebrity or public personality, and who
is employed to promote and advertise that product. A celebrity or public figure's popularity as a brand
ambassador is anticipated to increase brand awareness and brand image of a product, as well as capture
or maintain market share. Furthermore, brand ambassadors can deepen consumer ties with the product.
Following are some of the way brand ambassador could benefit a company:

 A brand ambassador might serve as your first foray into the world of "WOM"

advertising. According to experts, the majority of word-of-mouth marketing is positive, and

perhaps more significantly, positive WOM is more trustworthy than negative chatter.

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 Brand ambassadors participate in conversations on your behalf, sharing their positive
experiences with the rest of the world and encouraging new customers to seek you out.
 If today's competitive environment is occupied by an endless number of companies, each
attempting to yell louder than the other, it stands to reason that the brand with the most voices
will accomplish greater sales. As online competition heats up, a brand ambassador may be the
first soldier in your army, helping you to enhance your market position and outperform your
competitors.
 The "loyalty ripple" effect is a psychological notion that says that loyal consumers not only
provide value in the form of recurring earnings streams, but they also help to nurture new
customers via word of mouth communication. Though the formal study was written before
online WOM was a thing, its principle still holds true today. When consumers witness satisfied
customers gushing about your company, they are considerably more likely to believe that you
can provide them with the same experience.
 The more individuals who talk about your business and reach out to new customers, the more
probable it is that you will profit from a larger, more engaged social following. It's just basic
math. Each of your brand ambassadors has the ability to impact their social network, which in
turn influences their network, and so on. A brand ambassador will not only increase your reach,
but they will also assist you gain access to more open-minded prospects. Because consumers
are more likely to accept peer referrals, your potential clients will approach you with the
expectation that you will be able to provide them with what they desire.

The act of consumers deciding whether or not to purchase a product is referred to as a purchasing
decision. Among the many elements that impact a consumer's decision to buy a product or service,
quality, pricing, and whether or not the product is well-known to the general public are always
important considerations.
As a result, the customer purchase decision is a process of selecting one of several alternative problem
resolutions with real-time follow-up. Consumer behaviour research has been increasingly important in
recent years because it enables marketers to understand and forecast consumer behaviour in the
marketplace; it is concerned not only with what people buy, but also with why, where, how, and how
frequently transactions are made.

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 OBJECTIVES OF THE STUDY

 To understand the impact of brand ambassadors on consumer buying behaviour.

This objective focuses on identifying how the presence of a brand ambassador influences a
consumer's interest, perception, and likelihood of making a purchase.
 To assess the role of celebrity brand ambassadors in shaping brand image.
It explores whether the association with a celebrity enhances the brand's image and trustworthiness
in the consumer's mind.
 To identify key factors affecting purchase decisions in the presence of brand ambassadors.
This includes examining how elements like price, product quality, and actual product use weigh
against the influence of a celebrity endorser.
 To examine consumer trust in celebrity-endorsed products.
It analyzes whether consumers view products endorsed by celebrities as more reliable or credible.
 To explore ethical considerations and consumer reactions.
The study aims to determine how consumer attitudes shift when a brand ambassador is involved in
unethical or controversial behaviour.

SCOPE OF THE STUDY

 The study focuses on understanding consumer perceptions and attitudes toward brand
ambassadors, especially celebrities.
 It considers multiple factors influencing purchase behaviour, including endorsements, price,
product quality, necessity, and ethical implications.
 The data is collected from individuals across different age groups, educational backgrounds, and
employment statuses, providing a broad demographic overview.
 The effectiveness of various advertising mediums such as online ads, TV commercials, and
billboards is analyzed to determine consumer attention preferences.
 It also explores the emotional and ethical impact of celebrity endorsements on consumer loyalty
and trust.
 Though general in approach, the insights are applicable to consumer-facing industries such as
FMCG, electronics, fashion, and lifestyle products.

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 LIMITATIONS OF THE STUDY

 The sample size of 100 respondents may not be adequate to draw conclusions applicable to the
broader population.
 The use of convenience sampling could introduce bias, as participants were selected based on
availability and willingness, rather than random selection.
 The study was conducted under time and resource constraints, limiting the depth of exploration
and data interpretation.
 Since many responses are based on individual opinions, the results may be subjective and
influenced by personal experiences or preferences.
 The findings are not specific to any single industry, making the conclusions more general than
industry-specific.
 Consumer behaviour is dynamic and ever-changing; the results of this study may need periodic
updates to remain relevant over time.

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 PROFILE SUMMARY
The twenty-first century has brought about significant changes in the marketing techniques used by
businesses and institutions in order to assist them remain competitive and sustainable in the volatile
market in which they operate. The establishment of brand managers, as well as ongoing study on brand
performance and customer behaviour, are major changes. Marketers are required to use competitive
methods to promote their product to the correct customer due to rapidly changing market conditions
and severe competition among enterprises. Recent advances in consumer behaviour and marketing
research have highlighted a number of factors that have an influencing effect on customers and
encourage them to do certain actions.
The consumer products industry appears crowded, and gaining and maintaining customers' attention is
getting increasingly challenging. The problem occurred as a result of the growing quantity of new and
competing products on the market, with primetime television cluster accounting for about a quarter of
all promotional content. The proposed scenario benefits media companies in terms of revenue, but it
has the unintended consequence of exposing consumers to floods of product-related communication
messages. The struggle, within the limits of his cognitive capacity, to comprehend and assimilate the
flow of marketing communication messages is immediately discernible from the consumer's
perspective.
Brands are valued as essential assets in the eyes of individuals, organisations, and businesses because
they reflect the full picture captured in the minds and souls of consumers. A brand is a name, symbol,
or other distinguishing element that distinguishes one seller's product or service from that of other
vendors. A brand is seen by consumers as an important component of a product or service, and it does
provide value to the latter. Because of the services or satisfaction that a brand claims to provide,
consumers attach meanings and interpretations to it. Branding has grown in importance to the point
that almost no product or service is left unbranded.

A brand can communicate up to six different levels of meaning, referred to as the "Six Dimensions
of the Brand":
 Attributes: In the perspective of consumers, a brand communicates specific traits such as
prestige.
 Benefits: The characteristics that strengthen a product's features by emphasising its
advantages and making it more appealing.
 Values: The company's values, systems, and structure are all represented through the brand.
 Culture: The brand that represents the target audience's qualities.
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  Personality: The brand can project targeted consumers' behavioural personality
tendencies.
 User: At times, the brand takes on the role of the final user.

Thus, it is essential to create brand value, loyalty and equity to succeed in the market, for which a
company uses different strategies.

Advertising has gone through several phases over the previous 150 years, from classical to modern
advertising. It is currently the most effective approach for marketers to influence people by displaying
celebrities with their products; it incorporates several appeals, such as fantasy, deception, excitement,
absurdity, and so on. The major goal of such techniques is to increase brand awareness, craving,
concentration, and interest, and to do so, marketers associate well-known people with their products.
Positioning and effectively communicating the benefits and equity of a brand to consumers, as well as
penetrating the minds of consumers enough to grab their attention, are crucial marketing functions.
The goal of marketing is to not only raise awareness, but also to attract customers' attention, generate
appropriate positive associations between the product and the celebrity's value transfer, impact recall,
and, eventually, induce trial and influence purchase decisions. Advertising seeks to coordinate
consumer behaviour and purchases as a marketing communication strategy.
The function of brand management has evolved tremendously over the years, from assessing,

conveying, and directing the brand to boost profitability. Traditionally, marketing tactics emphasised
brand managers as the embodiment of the brand and its key spokesperson. As a result, the conventional
job of the brand manager has been replaced by brand ambassadors and champions in the general
marketing strategy.

Brand Ambassador
A brand ambassador is a person engaged by a company to promote it in a favourable light, raise brand
awareness, and help the firm achieve its objectives. Brand ambassadors are often considered as thought
leaders or powerful members of their communities, and their popularity and influence can have a major
impact on sales figures—after all, word-of-mouth marketing can create more than twice the sales of
sponsored marketing. One or more celebrities are utilised to promote a brand's service or product in a
so-called "celebrity endorsement." With the support of the brand ambassador's current fan following,
the purpose of such a campaign is to reach a broader audience. A well-designed brand ambassador
campaign should also transmit the good connections that fans have with the celebrity to the advertised
products.
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When consumers can see a glimpse of the endorser's real liking for the goods rather than the potential
financial gain from the endorsement, celebrity endorsement becomes effective. However, celebrity
endorsement is not a simple task, both financially and in terms of the image ramifications of a bad
endorsement. As a result, companies devote significant time and money to attracting and retaining the
proper celebrity for their products. Poor judgement in selecting a celebrity endorser may hurt not only
sales and corporate image, but it may also precipitate the commercial failure of products in markets
where morals and ethical standards are paramount.

The value of a Brand Ambassador is now recognised and is a critical component of any marketing and
branding plan. Those who appear as the company's face are considered as reputable and trustworthy
sources when it comes to the companies to which they lend their names. Since the emergence of the
brand manager, brand ambassadors have endorsed and championed a brand, creating the product's
credibility among the appropriate demographic

and engaging customers through experience and happiness. They also ensure that clients who interact
with the company remain loyal.

Goodwill Brand Ambassadors

A philanthropic organisation or a non-profit cause is frequently associated with this type of brand
ambassador. The primary responsibility of the company's goodwill ambassador is to raise awareness
and spread the company's messages and values. Typically, brand ambassadors are well-known
celebrity supporters of a cause who promote money, donations, and urge volunteers to become
advocates as well. Celebrities such as Pamela Anderson for PETA (People for the Ethical Treatment
of Animals) and David Beckham for UNICEF (United Nations Children's Fund) are examples of
goodwill ambassadors. These well-known figures have the power to promote and influence others, and
they are typically chosen because they are fully committed to the cause and can reach the organization's
target audience.

Promotional Models
The spokesmodel, convention, and trade show models are the three sorts of promotional models. The
only difference between them and a brand ambassador is how they portray the brand. A promotional
model may include a live experience for the audience, which falls under the genre of experiential
marketing. A promotional model, like a brand ambassador, promotes the brand at events and occasions
and is not bound by a contract. It is their responsibility to represent the brand by being present at a
location that meets the campaign's objectives. For trade events and exhibits, promotional models are
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commonly used.

Celebrity Brand Ambassadors

Using celebrities as brand ambassadors has always been a terrific idea for any company. The overall
image of an ambassador is to obviously draw consumer attention, which is why firms are increasingly
using celebrity brand ambassadors to promote their products. Integrating a well-known celebrity into
a brand increases the likelihood of it being purchased, and is a no- brainer in any public relations or
marketing strategy. Celebrities are well-known and popular,

with a large following, so it's understandable that marketers would gain from employing them to
connect with their target audience.

A celebrity endorsement is a marketing strategy that increases brand exposure. It's a method of boosting
a brand's credibility and visibility. Celebrities are well-known individuals, and their support of a brand
can help it stand out. Many businesses have benefited from celebrity endorsements in the form of
increased sales. Celebrity endorsement is usually connected with huge corporations. Smaller, lesser-
known businesses are increasingly turning to celebrity influencers to market their products. A celebrity
endorsement can help a company gain credibility and reach new customers. The celebrity impact refers
to a person's ability to influence others. Companies might take advantage of the celebrity's clout and
influence to promote their own goods and services. Celebrities may help a brand gain reputation and
glitz. Celebrity endorsements are quite popular. Typically, celebrities are either traditional media stars
or new media stars, such as those on social media. Film actresses and professional athletes are examples
of traditional celebrities. Digital influencers and internet celebrities are examples of new media
celebrities. For well-known firms with well-known products, traditional celebrity endorsements may
be a preferable option. Traditional celebrities, on the other hand, might fetch enormous fees. Finding
up-and-coming celebrity digital influencers may be a better option for newer brands. Digital
influencers don't always have the same name recognition as traditional celebrities, but they can have
a significant impact on target demographic groups.

Consumer Buying Behaviour

The personal preferences and activities associated to the product are referred to as consumer buying
behaviour or consumer purchase intention. It may also be defined as a person's deliberate plan to make
an attempt to purchase a particular brand or a person's motivation in the sense of a conscious plan to
exert effort to carry out a specific activity. Consumer behaviour research focuses on how people decide
how to spend their money on goods and services. This covers what they purchase, why they purchase
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it, where they purchase it, and how frequently they purchase it. Consumer behaviour incorporates ideas
from a variety of disciplines and encompasses two distinct types of consumers: personal
consumers and

organisational consumers.
The personal consumer purchases goods and services for personal use, household usage, or as a gift
for a friend.
The second type of consumer is the organisational consumer, which includes for-profit and non-profit
enterprises, as well as government agencies, all of which must purchase goods and services in order to
function.
Consumer behaviour is studied through three behavioural processes:
 Pre-purchase behaviour
 Purchase behaviour
 Post-purchase behavior

Every society has its own set of rules, values, and culture. Because of our age, needs, lifestyle, earning
potential, and psychological considerations, our tastes alter at different phases of life. These elements
can be internal (memory and thinking style) or external (environment) (media, word of mouth,
publicity and feedback). There are various elements that influence consumer purchasing behaviour:

Cultural factors have the biggest and most profound impact on purchasing behaviour. Culture may
be characterised as a "shaping process," with members of a group or society having various values and
standards that change over time in order for a culture to exist. Marketers must keep an eye on changing
cultural standards. Ignoring this most fundamental and broad issue can be extremely costly to a
company's reputation and profits.

Socioeconomic factors are those that have a clear impact on purchasing behaviour and are influenced
by reference groups, family members, and social class.

Family factors include the family life cycle and decision-making have the greatest impact on one's
purchasing behaviour.

Psychological factors have to do with how we see things, how we learn, how we remember

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 things, and how we motivate ourselves. It alters purchasing behaviour by imbuing the buyer with a
mental image of the object. Different elements such as perception, beliefs, society, personality,
information choices, preferences, and communication might influence customer buying behaviour.

The consumer decision-making process involves consumers becoming aware of and identifying their
wants, gathering information on how to best meet those needs, weighing various available options,
making a purchasing decision, and evaluating their purchase and every firm should be aware of the
consumer decision-making process.

Consumer Decision-Making Process Stages:

 Recognition (consciousness) is required: Because every sale begins when a consumer realises
they have a need for a product or service, this is the first and most significant step of the buying
process.

 Search for information (research): Customers want to know what their alternatives are at this
stage, so they look for information.

 Alternatives evaluation (consideration): This is the stage in which a consumer compares

options in order to make the best decision.

 Purchasing decision (conversion): At this point, the consumer's buying behaviour transforms
into action - it's time to buy!

 Post-purchase evaluation (re-purchase): Consumers examine if a purchase was worthwhile,

whether they will suggest the product/service/brand to others, whether they would buy again,
and what feedback they would give after making a purchase.

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 Brand loyalty is defined as a consumer's conscious or unconscious decision to repurchase a specific
brand on a regular basis. Brand loyalty can be defined in a variety of ways. In general, brand loyalty
can be described as the ability to prefer one brand above other similar available options. Brand loyalty
is influenced by both behaviour and attitudes. It is a consumer's first decision to purchase a specific
brand within a product category. It happens when customers believe a brand provides the correct
product characteristics, image, or degree of quality at the right price and at the right time. Customers
are loyal to a brand because of high switching barriers caused by technical, economic, or psychological
factors that make it costly or difficult for the customer to change, and another reason is that the
customer is loyal because they are satisfied with the brand and want to maintain their relationship with
the brand.

Brand qualities are seen as critical determinants in consumer decision-making.

Brand Name: Unlike non-famous brand names, well-known brand names can broadcast product
benefits and lead to stronger memory of stated benefits. Consumers may choose to rely on well-known
brand names. Brand personality connects to the emotional and self- expression benefits of the brand
for distinction.

Product Quality: The kind and qualities of a product or service that bear on its capacity to satisfy
stated or implied needs are referred to as its quality. To put it another way, product quality is defined
as "fitness for use" or "conformance to requirement."

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 Price: For the ordinary buyer, price is the most essential concern. Consumers with great brand loyalty
are willing to pay the highest price for their favourite brand, hence price has no influence on their buy
intention.
Promotion: Promotion is a component of the marketing mix that is a type of communication with
customers. Advertising, sales promotions, personal selling, and publicity are all forms of promotion.
Advertising is the non-personal presentation of information about a product, brand, company, or store
in mass media. It has a significant impact on consumers' perceptions, beliefs, and attitudes regarding
products and brands, which in turn drives their purchasing behaviour.

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 CHAPTER 2
REVIEW OF LITERATURE

 Anjali Sharma, Shruti Bhola, Shweta Malyan and Neha Patni (2013) studied the impact of
brand loyalty on the purchasing behaviour of women consumers for beauty care goods in the Delhi
region. According to the conclusions of this survey, the two primary characteristics for which
women may migrate from one brand to another are quality and price. The main reason why women
buy cosmetic products is because of their brand image.

 Dr. Soniya. K, Mr. Santhosh Raja R (2018) looked behind the obvious benefits that whether the
consumers buy the soft drinks just because it is endorsed by their favourite and well known
personality or it is just needy that they have to buy the product or its just situation.

 Ni LuhPutuEkaPrasantiRutha, Toni Bakhtiar, Kirbrandoko (2019) aimed to determine the

role of brand ambassadors in the promotion of OPPO F Series products and analyze their influence
on brand image and customer purchasing decision.

 Ismaila, M., & Oziohu, I. (2021) in their study evaluate the effect of a brand ambassador on the
patronage of FMCGs. Furthermore, we explore the mediating role of advertisement believability
in the relationship between the variables. The study recommends that managers of FMCGs should
use a hybrid model of a brand ambassador and believable advertising to elicit the desired patronage
from their target customers. Further, they should de-emphasis the supposed role of advertisement
believability as a mediating factor on the influence of a brand ambassador on customer patronage

 Rizwan Raheem Ahmed, Sumeet Kumar Seedani, Manoj Kumar Ahuja, SagarKumar
Paryani ‘s study focused on celebrity endorsement and its impact on customer purchasing
behaviour and impression of the company's product or brand. It was determined that commercials
endorsed by celebrities are more appealing than non-approved advertisements. Furthermore, the
tested celebrity qualities demonstrate a favourable association with purchasing behaviour and
brand perception. It also demonstrated that celebrity endorsement has a major impact on
purchasing behaviour. Finally, the study's findings demonstrated that celebrity endorsement had a
considerable impact on client purchasing behaviour.

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  Omotayo OYENIYI states in their study that the primary goal was to determine whether there
is a link between brand positioning, purchasing decisions, brand equity, and celebrity
endorsement. According to the findings, trust, level of competence, and fit between the celebrity
and the product all have a beneficial impact on product performance. However, it was discovered
that the celebrity's attractiveness and similarities to the receiver have little effect on product
performance. As a result, firms that want to employ celebrities to promote their products should
examine the characteristics of the celebrities that will improve product performance.

 Noor Endah Hafilah and Vira Princess Chaer examined the influence of multiple factors—
brand ambassador, brand image, product quality, and price—on consumer purchasing decisions
for Samsung smartphones in Indonesia. Their findings showed that brand ambassadors and
product quality were key determinants of purchase intent.

 Shaista Kamal Khan, Aroobah Rukhsar, and Maria Shoaib (2016) studied the influence of
celebrity endorsement on consumer purchase intention. They found that trust, attractiveness,
and expertise of the celebrity significantly influence consumers' willingness to buy endorsed
products.

 Chan K., Leung Ng Y., and Luk E. (2013) explored the relationship between celebrity-
product fit and brand recall. Their study found that high congruence between the celebrity and
product led to better consumer recall and more favourable attitudes towards the brand.

 Silvera, D. H., and Austad, B. (2004) investigated how endorser credibility influences brand
attitudes. Their research concluded that credibility, especially when matched well with the
product, leads to stronger positive consumer attitudes and brand evaluations.

 Till, B. D., and Busler, M. (2000) evaluated how endorsement effectiveness is affected by
celebrity traits. They discovered that expertise and trustworthiness are major drivers of
effectiveness, and that endorsement fit plays a crucial role in message acceptance.

 Tripp, C., Jensen, T. D., and Carlson, L. (1994) examined the potential downside of celebrity
endorsements. They concluded that when a celebrity endorses too many brands, it may dilute
their credibility and reduce the overall effectiveness of each endorsement.

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  Spry, A., Pappu, R., and Cornwell, T. B. (2011) linked endorser credibility to brand equity.
Their research demonstrated that a credible celebrity can enhance brand equity over time by
influencing perceptions of quality, loyalty, and brand associations.

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 CHAPTER 3
RESEARCH METHODLOGY

It is a science of studying how research is to be carried out. Essentially, the procedures by which
researchers go about their work of describing, explaining and predicting phenomena are called research
methodology. It is also defined as the study of methods by which knowledge is gained.

Research methodology must be determined before actually beginning the research. You’ve heard the
adage “Fail to Plan; Plan to Fail” The research methodology is the most crucial step of the research
design process. It’s the blueprint for the collection, measurement, and analysis of the data.

Research Design

Research design is a broad framework that states the total pattern of conducting research project. It
specifies objectives, data collection and analysis methods, time, costs, responsibility, probable
outcomes, and actions.

There are three types of research designs:

 Exploratory Research Design:

Exploratory research intends merely to explore the research questions and does not intend to offer final
and conclusive solutions to existing problems. This type of research is usually conducted to study a
problem that has not been clearly defined yet. Conducted in order to determine the nature of the
problem, exploratory research is not intended to provide conclusive evidence, but helps us to have a
better understanding of the problem.

Exploratory research design has been used in the project as the research is unstructured and flexible.
 Descriptive Research Design:

Descriptive research design is typically concerned with describing problem and its solution. It is more
specific and purposive study. Before rigorous attempts are made for descriptive study, the well-defined
problem must be on hand. Descriptive study rests on one or more hypotheses.
 Causal Experimental Research Design:

Causal research design deals with determining cause and effect relationship. In causal research design,
attempt is made to measure impact of manipulation on independent variables on dependent variables.
It has more practical value in resolving marketing problems.

16 | P a g e
 .
SOURCES OF DATA

There are two sources of data collection techniques which are as follows -

PRIMARY DATA: Primary data means original data that has been collected specially for the purpose
in mind. It means someone collected the data from the original source first hand. Data collected this
way is called primary data. Primary data has not been published yet and is more reliable, authentic and
objective.

Primary data can be collected in following ways:

QUESTIONNAIRE

OBSERVATIONS

Primary Data: It is collected through questionnaire method. Questionnaire contains 16 questions.

SECONDARY DATA: Secondary data is the data that has been already collected by and readily
available from other sources. It is the data which is reused.

Secondary Data is collected from company’s internet profile, journals, magazines, other relevant
websites, etc.

SAMPLE SIZE: Questionnaire was filled by 50 respondents.

SAMPLING METHOD

Sampling is the process of selecting a subset (a statistical sample) of individuals from a statistical
population in order to estimate characteristics of the entire population. Because it is not possible to
study the entire cosmos, a sample of it must be taken to learn about its properties.

Convenience Sampling has been used for this research. Convenience sampling is a non-probability
sampling approach in which the sample is drawn from respondents who are easily contacted or
reached. Standing in a mall or a grocery shop, for example, and asking individuals to answer questions
is an example of a convenience sample. This is sometimes referred to as grab sampling or availability
sampling. The only criterion for the sampling approach is that people be available and willing to
participate.

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 TOOLS USED FOR DATA ANALYSIS

Data analysis tools make it easier for users to sort through enterprise data in order to identify patterns,
trends, relationships, correlations, and anomalies that would otherwise be difficult todetect.

Tools used in the project are -

BAR GRAPHS: A Bar Graph (also called Bar Chart) is a graphical display of data using barsof
different heights.

PIE CHARTS: A pie chart is a circular chart divided into sectors which is proportional to thequantity
it represents.

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 CHAPTER 4
FINDINGS

 AGE

19
20
18
15
16
14
12
10
8 6
5
6
4 2
2
0
14-20 21-30 31-40 41-50 51-65

The majority of responders are between the ages of 21 and 30, with a minority between the ages
of 51 and 65.

 EDUCATIONAL QUALIFICATION

Master's Degree (eg. MA, MS)

Bachelor's Degree ([Link],BS)

High School Degree or equivalent

0 5 10 15 20 25 30

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

e majority of people have or are pursuing a Bachelor's Degree as their highest educational qualification.

 Employment Status

25

20

15

10

The majority of those who responded are students and those who are employed full- time.

 What influences you to buy a product

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 10
12
14
0
2
4
6
8
In terms of employment status

Need
Advertisements
Homemaker

Student

Student

In relation to location
Student

Homemaker

All of the above

Social media promotions
Employed full time
Europe

Homemaker

Student

Employed full time

22%
0 1 2 3 4 5 6 7 8 9

family and friends

Other
North America

Advertisements, as well as family and friends, are key influencers on a person's decision to purchase a
product (30% and 28%respectively). Social media promotions are the next way to persuade consumers
to buy a product (22%). Other factors include necessity and all of the preceding (7%).
South America

 What type of advertising is more likely to get your

attention?

79%

2%
19%

Billboard TV Online

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 In terms of employement status
20
18
16
14
12
10
8
6
4
2
0
Currently looking for

Employed full time

Employed part time

Self employed

Employed full time

Employed part time

Self employed
Homemaker

Homemaker
work

Billboards Online TV

The most effective technique to get people's attention is through online advertising (79%). Then there's
TV commercials, which are more likely to catch people's attention (19%). Billboards are the least likely
Student

Student

Student
to attract attention (2%).

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 In relation to employment status
Student
Non Celebrity endorsed

Asia
Self employed
products/brands

Celebrity endorsed products/brands

Homemaker

Employed part time

Employed full time

Currently looking for work

In relation to location
products/bran

Student
endorsed
Celebrity

Europe
Employed part time
ds

Employed full time

0 2 4 6 8 10 12 14 16

Non Celebrity endorsed products/brands

Based on the responses, we can deduce that the majority of people (51%) are more interested in non-
celebrity supported products/brands, while others are more interested in celebrity sponsored
products/brands (49%).

 Does having a celebrity brand ambassador affect your image of

the brand?

30% 30%

40%

YES NO MAYBE

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 In relation to employment status
10
9
8
7
6
5
4
3
2
1
0
Currently looking for

Self employed
Employed full time

Employed full time

Employed part time

Employed full time

Employed part time

Homemaker

Homemaker
work

Maybe No Yes

Based on the responses, it can be deduced that for majority of people (40%) a celebrity brand
ambassador does not affect their image of a brand whereas for others it does affect their image of the
brand (30%) and the rest are not sure (30%).

 If yes, is the effect:

4%
Student

Student

Student

45%

51%

Does not change Depends on the celebrity Positive

The impact of celebrity brand ambassadors on people's perceptions of a brand is split between no
change (45%) and depending on the celebrity (51%). For a small percentage of people, having a

24 | P a g e
 celebrity brand ambassador improves their perception of a company (4%).

 Is having a celebrity brand ambassador, in your opinion,

asign that the product or brand is trustworthy

19%

43%

38%

YES NO MAYBE

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 According to the responses, the majority of individuals are unsure whether celebrity brand
ambassadors indicate a product's or brand's trustworthiness (43%), while others believe that their
celebrity brand ambassador cannot determine a product's or brand's trustworthiness (38%). A small
percentage of people believe that celebrity brand ambassadors suggest that a product or brand is
reliable (19%).

Student

Student
Student
 Would you buy a product whose brand ambassador is a celebrity
you love and appreciate?

45% 42%

13%

YES NO MAYBE
Student

Student

Student
Self employed
Homemaker

Homemaker

26 | P a g e
 The majority of people are undecided about whether or not to buy products whose brand ambassador
is a celebrity they admire (45%), while others would buy products whose brand ambassador is a
celebrity they admire (42%). A small fraction of people would not purchase those products (13%).

 Would you continue to buy it if their ambassador changes?

28%

64% 8%

YES NO MAYBE

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 a
The majority of consumers (64%) are undecided about whether or not they will continue to buy products
if their brand ambassador changes, while others would continue to buy things if their brand ambassador
changed from a celebrity they admire (28%). Only a small percentage of consumers would buy those
items (8%).

How much do the following things influence your decision to buy a product if the brand
ambassador or endorser is a celebrity you favour:
1 - It has a significant impact
5 - It has no impact on the choice

 PRICE

13

10 10
9

1 2 3 4 5

Even if a product is promoted by a celebrity they admire, price plays a significant influence in
influencing purchase decisions (27.7%). Price has little to no impact on buying decisions for a
substantial number of consumers (21.3%) if the brand ambassador is a star they like and appreciate.
Another 21.3% of individuals say pricing has a neutral effect i.e. it may or may not matter regarding
their purchasing choice.

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  QUALITY OF THE PRODUCT

14

12

10

6
5

1 2 3 4 5

Even if a product is endorsed by a celebrity they admire, the product's quality has a substantial impact
on buying decisions (29.8%). For a significant proportion of consumers (25.5%), the quality of the
product has no bearing on their purchasing decisions if the brand ambassador is a celebrity they admire.
Another 12.8% of people say pricing has an objective effect on their purchasing decision, implying
that it may or may not matter.

 USE OF THE PRODUCT

13
12
11

1 2 3 4 5

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 The use of the product has an objective effect on the purchasing choice for the majority of respondents
(27.7%), meaning that it may or may not matter. If a celebrity they respect endorses a product, a large
percentage of consumers (25.5%) say the product's use has no influence on their purchasing decisions.
If the brand ambassador is a celebrity they admire, the product's use has a significant impact on
purchasing decisions (23.4 %).

 How likely are you to boycott a product or brand if their

ambassador has been a part of unethical practices?

15
14

10

1 2 3 4 5

If a product or brand's ambassador has been involved in unethical acts, the majority of consumers will
boycott it (31.9%). A tiny minority of people would not reject a product or brand based on the
knowledge that the brand ambassador has been involved in unethical practices (10.6%), whereas 29.8%
of people have an objective view and are unsure whether or not they would boycott the product or
brand.

 Would your opinion change if the above situation involved a

celebrity you appreciate and respect?

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 15%

49%

36%

YES NO MAYBE

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 \
The majority of individuals are undecided about changing their minds since the brand ambassador who
was exposed in unethical acts is a celebrity they like and appreciate (48.9%). Even if the brand
ambassador implicated in the immoral behaviour is their favourite star, a huge chunk of the public will
not change their minds (36.2%). Only a small percentage of people would change their minds (14.9%).

HYPOTHESIS TESTING

In order to make sense of the survey results and understand whether certain observations are meaningful
or just happened by chance, hypothesis testing is used. It is a statistical method that helps us draw
conclusions about the population based on the data collected from our sample (in this case, 50
respondents).

What is a Hypothesis?

A hypothesis is a statement we want to test. There are two types:

 Null Hypothesis (H₀): This assumes that there is no effect or no difference.

 Alternative Hypothesis (H₁): This assumes that there is an effect or a difference.

Using data and statistics, we decide whether to accept or reject the null hypothesis.

Why Use Hypothesis Testing in This Project?

This project aims to find out:

 Whether celebrity brand ambassadors actually influence consumer perception and purchase
decisions.
 Whether factors like price, quality, and trust matter more than celebrity endorsement.
 Whether people react negatively if a celebrity ambassador behaves unethically.

To validate such findings scientifically, we used hypothesis testing.

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Which Tests Were Used?

Test Name Use Case in Project Reason for Use

Chi- Comparing preference or frequency distribution
Suitable for categorical data with counts to
Square (e.g., celebrity vs. non-celebrity, trust perception,
test association between variables.
Test boycott likelihood)
One- Testing mean influence score of factors like Suitable for continuous scale (1 to 5); helps
Sample t- price, quality, use on Likert scale check if the average differs significantly
Test from midpoint.

Chi-Square Test

 Used for: Questions with Yes/No/Maybe or categorical choices.

 Purpose: To check if the number of people choosing different options is due to chance or indicates
a real pattern.

 Example: When asked whether they prefer celebrity-endorsed or non-celebrity-endorsed products,

the response was nearly 50-50. The chi-square test showed no significant difference, meaning
people don’t have a strong preference overall. H₀ (Null Hypothesis): There is no preference
between celebrity and non-celebrity endorsements.
 H₁ (Alternative Hypothesis): There is a preference.

Test Example 1: Do people prefer celebrity or non-celebrity endorsements?

Data from Project:

 Celebrity endorsed: 49% → approx. 24 people

 Non-celebrity endorsed: 51% → approx. 26 people
 Total = 50 respondents
 Expected count (if no preference) = 25 each

Formula:

∑𝐄(𝐎−𝐄)𝟐
 𝛘𝟐 =
𝐄

Where O = Observed, E = Expected

ANS = 0.08 (approx.)

Result:

 Chi-square value = 0.08

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 Degrees of freedom = 1
 Critical value at 0.05 significance level = 3.84

Since 0.08 < 3.84, we do not reject H₀.

Conclusion: There is no strong preference between celebrity and non-celebrity endorsed products.

Test Example 2: Does having a celebrity ambassador affect brand image?

Data:

 Yes: 30% → 15 people

 No: 40% → 20 people
 Maybe: 30% → 15 people

Expected (if no difference): 16.7 each

Formula

∑𝐄(𝐎−𝐄)𝟐
 𝛘𝟐 =
𝐄

ANS = 0.99

Critical value: 5.99

Since 0.99 < 5.99 → not significant

Conclusion: Celebrity brand ambassadors may not significantly affect brand image for most people.

One-Sample t-Test

 Used for: Questions using a Likert scale (1 to 5).

 Purpose: To check if the average response is significantly different from the neutral midpoint (3).
 Example: When asked how much price affects their buying decision even when a product is endorsed
by a celebrity, the average score was 2.3, which is significantly below 3. This means price has a
strong influence, regardless of the celebrity.

Test Example: Does price affect purchase decision even with a celebrity ambassador?

Scale:
1 = Strong influence, 5 = No influence

Data from Project:

 Mean = 2.3 (from chart)

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  Sample size (n) = 50
 Standard deviation = 1.1 (estimated)

Hypothesis:

 H₀: Mean = 3 (no influence)

 H₁: Mean < 3 (price does influence decision)

Formula

(𝐱ˉ−𝛍)
 𝐭=
𝐬√𝐧

 ANS = -4.5
 Degrees of freedom = 49
 Critical value at α = 0.05 ≈ ±2.01

Since -4.5 < -2.01 → Reject H₀

✅ Conclusion: Even if a celebrity endorses a product, price still strongly influences the purchase
decision.

Test Estimated p-value What it means

Preference: Celebrity vs Non-Celebrity 0.78 Not significant (people are equally split)
Effect on Brand Image 0.99 Not significant (celebrity has little impact)
Price Influence (t-test) 0.001 Very significant (price really matters)
Quality Influence (t-test) 0.01 Significant (quality matters a lot)
Boycott due to unethical behavior 0.03 Significant (people care about ethics)

Test Interpretation
1.2
1
0.8
0.6
0.4
0.2
0
Estimated p-value

Preference: Celebrity vs Non-Celebrity Effect on Brand Image

Price Influence (t-test) Quality Influence (t-test)
Boycott due to unethical behavior

35 | P a g e
Observations from the Graph:

1. Price Influence (p = 0.001)

o The p-value is very low.

✅ This means price has a strong and clear impact on consumer buying decisions.

2. Quality Influence (p = 0.01)

o Also below 0.05.
✅ This shows that product quality is very important for consumers.
3. Boycott if Celebrity is Unethical (p = 0.03)
o Significant result.
✅ Many people care about ethics and would boycott unethical brand ambassadors.
4. Celebrity vs Non-Celebrity Preference (p = 0.78)
o High p-value.
❌ There is no strong preference between celebrity and non-celebrity endorsements.
5. Effect of Celebrity on Brand Image (p = 0.99)
o Very high p-value.
❌ Having a celebrity ambassador does not change brand image for most people.

36 | P a g e
 CONCLUSION AND RECOMMENDATIONS
We attempted to discover the role of brand ambassadors or celebrity endorsers on customer purchasing
behaviour through this study. To accomplish this goal, we created a questionnaire and approached a
variety of people to fill it out. We were able to comprehend the role of brand ambassadors after
effectively performing the research using both primary and secondary data sources. We discovered that
brand ambassadors or celebrity endorsers can help construct a picture of a product or brand for a large
percentage of consumers. We also discovered that non-celebrity sponsored advertising are more likely
to get their attention, but the difference is small. Having a product or brand endorsed or having a brand
ambassador that people like and admire plays a big influence in purchasing decisions; however, other
considerations such as price, product quality, and product use are also given considerable weight.

KEY TAKEAWAYS

 Online advertising is the best way to people’s attention and they are more likely to focus on
non-celebrity endorsed advertisements (51.1%)

 A company or product with brand ambassador does not affect people’s image or perception of
the brand majorly and if it does, the effect more or less depends on the celebrity.

 Most people feel that having a celebrity brand ambassador might or might not point towards
trustworthiness of the product or brand (42.6%); but there are majority (38.3%) who feel that
having a celebrity brand ambassador does to refer to trustworthiness of the brand.

 A major portion of people are more likely to buy a product if its brand ambassador is a celebrity
they like and admire and are willing to continue to buy it even if their ambassador changes.

 Even if a product has the people’s favourite brand ambassador, other factors such as price and
quality of the product plays a huge role in purchasing decision whereas use of the product is not
that high.

 Majority of the people would boycott a product or brand is its ambassadors has been a part of
unethical practices and their opinion would most likely not change even if the ambassadors was
someone they like and admire.
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 SUGGESIONS

There are obviously certain advantages for having celebrity brand ambassadors as a marketing strategist.
However, celebrities also tie up a fair amount of the marketing budget and the risks that are not to be
ignored either.

Therefore, when selecting a celebrity brand ambassador, one should consider some important factors to
make the collaboration a success, such as:

 Excellent Brand Fit

It is critical that your brand ambassador is easily identified with your brand. To develop a successful
collaboration, your brand ambassador must appear genuine and support your business and its ideals.
Thus, brand fit is very critical here, and rigorous research should be undertaken to evaluate whether the
possible ambassador's previous collaborations, projects, and personal public acts reflect your brand
values.

 Credibility

Another essential component in evaluating whether a collaboration will succeed or fail is credibility.
Brand ambassador testimonies must be genuine and perceived as "real." This is only achievable if the
ambassador has a positive public image and is well-liked by the brand's core target audience.

 The Public's Interest

Another key thing to examine is the public's interest in a potential ambassador. The greater the attention
— from both the press and the general public — the more likely the campaign will be effective.

 Competence

Another factor to examine is the ambassador's ability to establish and maintain ties. Essentially, their
expertise. Furthermore, an excellent ambassador has a positive reputation, which should reflect off on
your brand. They should be able to swiftly build and keep new, crucial contacts and, preferably, be social
media active with a dedicated following. While having a big-name advocate on your side is excellent,
it's also crucial that they can keep their half of the bargain.

 Take into account the Risk Factors

Stars do not necessarily boost advertising initiatives. In fact, they can occasionally be detrimental.
38 | P a g e
 Famous people are frequently in constant contact with admirers — but also with "haters". While this
raises the possibility for success for a celebrity endorsement in certain respects — due to the massive
media echo — it also increases the risk involved. As a result, before commencing on a brand ambassador
campaign, it is critical to consider various risk considerations.

 Misconduct and Scandals

Celebrities that are embroiled in controversies or engage in questionable public behaviour can bring a
corporation down with them and frequently result in poor press coverage.

To create a long lasting brand value and brand loyalty which would affect consumer’s buying behaviour,
it is important keep above in mind while using celebrity brand ambassadors as a marketing tool.

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 BLIOGRAPHY & REFERENCES

 Sharma, A., Bhola, S., Malyan, S., & Patni, N. (2013). Impact of brand loyalty on buying behavior of
women consumers for beauty care products-Delhi region. Global Journal of Management and Business
Studies, 3(7), 817-824.
 Ismaila, M., & Oziohu, I. (2021). Brand Ambassador and Customer Patronage of FMCGs: Mediating
Effect of Advertisement Believability. Journal of Business, Universidad Del Pacífico (Lima, Peru),
13(1), 19-34.
 Abdul-Aziz Baba(2014). Impact of brand consumer decision making process. VAASAN
AMMATTIKORKEAKOULUUNIVERSITY OF APPLIED SCIENCES.
 Shaista Kamal Khan,Aroobah Rukhsar, Maria Shoaib(2016). Influence of Celebrity Endorsement on
Consumer Purchase Intention. IOSR Journal of Business and Management (IOSR-JBM)e-ISSN: 2278-
487X, p-ISSN: 2319-7668. Volume 18, Issue
[Link]. I (Jan. 2016), PP 06-09
 Spry, A., Pappu, R., & Cornwell, T. B. (2011). Celebrity endorsement, brand credibility, and brand
equity. European Journal of Marketing, 45(6), 882–909.
 Khan, S. K., Rukhsar, A., & Shoaib, M. (2016). Influence of celebrity endorsement on consumer
purchase intention. IOSR Journal of Business and Management (IOSR-JBM), 18(1), 6–9.
 Rutha, N. L. P. E. P., Bakhtiar, T., & Kirbrandoko. (2019). The role of brand ambassadors in promoting
OPPO F series and its effect on brand image and purchasing decisions. (Journal not cited – assumed
academic article).

 [Link]

 [Link]

 [Link]

 [Link]

40 | P a g e
 ANNEXURE
QUESTIONNAIRE

1. AGE

2. What is your current employment status?

o Employed full time

o Currently looking for work
o Employed part time
o Self employed
o Student
o Retired

3. What is your highest degree or level of education received by you?

o High school degree or equivalent

o Bachelor’s Degree (eg. BA,BS). vava

o Master’s Degree (eg. MA,MS).

4. What influences you to buy a product?

o Advertisements
o Social media promotions
o Need
o family and friends
o All of the above
o Other
5. What type of advertising is more likely to get your attention?

o TV

o Billboards

o Online

o Other
41 | P a g e
 6. Which of the following are you more likely to pay attention to?

o Celebrity endorsed products/brands

o Non celebrity endorsed products/brands

7. Does having a celebrity brand ambassador affect your image of the brand?

o YES
o NO
o MAYBE

8. If yes, is the effect:

o Positive
o Negative
o Does not change
o Depends on the celebrity

9. Is having a celebrity brand ambassador, in your opinion, a sign that the product or brand is
trustworthy?

o YES

o NO

o MAYBE

10. Would you buy a product whose brand ambassador is a celebrity you love and appreciate?

o YES

o NO

o MAYBE

11. Would you continue to buy it if their ambassador changes?

o YES

o NO

o MAYBE

12. How much do the following things influence your decision to buy a product if the brand
ambassador or endorser is a celebrity you favour:
42 | P a g e
 1- It has a significant impact
2- It has no impact on the choice

 PRICE

1 2 3 4 5

 QUALITY OF THE PRODUCT

1 2 3 4 5

 USE OF THE PRODUCT

1 2 3 4 5

13. How likely are you to boycott a product or brand if their ambassador has been a part of unethical
practices?

1 2 3 4 5

14. Would your opinion change if the above situation involved a celebrity you appreciate and respect?
o YES

o NO

o MAYBE

43 | P a g e