Research tools and techniques

Impact of celebrity endorsement on brand image

GROUP MEMBERS

Rabab Jamil. Masoon Naveed. Zawar Munir. Omer Niazi.

PROBLEM STATEMENT

Is there an impact of celebrity endorsement on brand image?

LITERATURE VIEW

Positive relation between brand image and celebrity endorsement. Brand image is reflected by the celebritys personality . Credibility of a personality also affects brand image.

THEORETICAL FRAMEWORK

Brand image

Dependent variable

Celebrity endorsed

Independent variable

HYPOTHESIS
Celebrity endorsement has a positive relationship with brand image. If celebrities are popular then it will have a positive impact on the brand image High celebrity credibility will have a higher impact on brand image
.

THE RESEARCH DESIGN

Purpose of study. Type of investigation. Extent of research interference. Study settings. Unit of analysis. Time horizon.

DATA COLLECTION

SAMPLING DESIGN. RESULTS.

CONCLUSION
Celebrity endorsement is considered as a magic potion They make the brand stand out Activates brand recall

RECOMMENDATIONS
Advertisers should choose well matched celebrities.
Convince able explanations shall be made for why endorsers truthfully like the brand.

LIMITATIONS

Research time was limited. Research was limited to Islamabad City. The number of respondents was not adequate for such kind of research.

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