CONCEPT PAPER

Effectiveness of Celebrity Endorsements on consumers purchase intention for

Existing Products of Penshoppe Clothing in Bacoor, Cavite

(Fellizar Ahron Cedric, Junio Ericka, Nirza Gianelle, Patrecio Sheena Mae, Ranario Deciree,
Sanchez Angelica Rose, Sardero Christine)

I. Introduction

In the Philippine market, numerous apparel brands exist, and customers are confronted with
many choices. Many companies advertise their brand aggressively so that it will be recalled and
preferred over others (Karina, 2014). Penshoppe is a known clothing brand in the Philippines,
owned by Golden ABC, Inc., and is established in Cebu in 1986. Since its expansion to Metro
Manila in 1991, the brand has grown and has over 300 sites (Ayala et al., 2014). The use of
celebrities as part of promoting the products is a common practice and is convenient to corporate
businesses to promote brand imagery using the “right” celebrity, A research from Erdogan in 2010.
Purchase intention usually is related to the behavior, perceptions, and attitudes of consumers.
Purchase behavior is a key point for consumers to access and evaluate the specific product. Ghosh
(1990) states that purchase intention is an effective tool to predict buying process. Purchase
intention maybe changed under the influence of price or perceived quality and value. In addition,
consumers are affected by internal or external motivations during the buying process (Gogoi,
2013). The researchers are interested to know the effectiveness of Penshoppe celebrity
endorsements towards consumers purchase intention on their existing products in Bacoor, Cavite.
This study aims to achieve and gather data for consumers purchase intention of Penshoppe.

The purpose of this study is to compare how effective celebrity endorsements are at
influencing consumers' purchase intentions. As a result, the study will be able to analyze these
effects and provide future sellers with actionable advice regarding how effective celebrity
endorsements are at influencing consumer purchase intentions. This research will address the level
of effectiveness of the use of celebrity endorsers on the purchasing intention of Penshoppe
consumers, when grouped according to the consumers profile from it trends, popularity,
credibility, and familiarity and what significant difference exists in the level of effectiveness of the
use of celebrity endorsers on the purchasing intention of Penshoppe consumers, when grouped
according to the consumers profile.

The objective of endorsement and how it affects the company's existing products by
boosting brands that are assigned to them are the two questions that this study will address. This
study will highlight the rise in consumer purchase intent by using well-known people to promote
Penshoppe. The findings of this study will also be a great resource for future researchers who want
to have a reference in making a study that is related to this kind of subject. In addition, they could
be very significant and helpful for sellers who want to start a business by understanding the
effectiveness of having celebrities as endorsers in their existing products, and to how this kind of
strategy will help their business to grow and to be recognized by the public. Provide readers with
information on marketing strategies and alternative advertisement practices they can adopt.

II. Body

The study uses quantitative research design that observes the effectiveness of Penshoppe’s
celebrities’ endorsement towards consumers. Quantitative research is based on the positivist
paradigm, which argues for techniques based on statistical breakdown and includes additional
tactics such as internal statistics, hypothesis testing, mathematical exposition, and surveys with a
limited number of predetermined responses. The main data gathering method of the researchers
will be a questionnaire. This survey questionnaire will be validated by experts in the field. Its
validity and reliability will be tested. Suggestions by the expert to improve the instruments will be
incorporated. A questionnaire is the main means of collecting quantitative primary data. It enables
quantitative data to be collected in a standardized way so that the data are internally consistent and
coherent for analysis. They should always have a definite purpose that is related to the objectives
of the research, and it needs to be clear from the outset how the findings will be used. The
researchers conduct a stratified sampling classified as a probability sampling. Stratified sampling
is suitable for population having variability in characteristics and a sampling frame is required.
The sample should be within the purpose of the study. The reason for having this sample is because
our research reflects a certain company and can include the online clothes industry.
 The criteria for the sample are only reliable to all consumers of Penshoppe and will allow the
researchers to have a deeper understanding of the point of their study, which will also help to
properly choose respondents for the study makes the research unique. The research gap relates to
people's intentions to make purchases at the Penshoppe store. Other studies that attempted to fill
this gap were unable to do so because they lacked the necessary data and the respondents, they
selected were too diverse. As a result, they struggled to finish their research papers. Researchers
decided to have a defined number of respondents so that we could collect and gather the data we
need for our respondents and avoid the incomplete investigations that have occurred in the past to
close this study gap. We determined the timeline of finishing the:

- Data Collection by First week of December.

- Data Analysis by 3rd week of Demeber

- Results by 1st week of January and the

- Discussion by the 4th week of January- 1st week of February.

The whole completion of our study is by February or March 2023, we are also funding for
the money that we will be needing for this research so that we can have a successful research paper,
we are also listing down the problems that might encounter and putting solutions for research.

The researchers will conduct a survey on physical grounds and through online to gather
information and data that we can use in our study and to add credibility to our chosen research
topic. The sub-population established based on the diversity in the population's features is one
from which the researcher randomly selects the units. The survey will help us with more accurate
data collection. The approach to recruitment should be either online or in real life. Providing
enough criteria will determine the population to be a participant in our survey. First, researchers
must agree about what to ask within a framework. Research into questionnaire design or model
encompassing the research questions and hypotheses to be addressed and tested by the information
obtained from the study. Second, researchers or interviewers encode their request for information
in a carefully standardized physical stimulus, the question, at the beginning of the process.
Respondents subsequently decode this stimulus and encode an answer, which is usually expressed
in terms of a standardized format, which was previously encoded by the researcher. Finally, the
researchers decode this response and proceed to analyzing the information and drawing
conclusions from the analyses.

III. Conclusion

The result of the research showed that there is a positive and significant influence of
celebrity endorser on the purchase intention of Penshoppe Clothing products. It means that the
better the celebrity endorser is, the greater the purchase intention of the consumers will be.
Celebrity endorsers have a positive and significant impact on the brand image of Penshoppe
Clothing's current items. It implies that the brand's image will improve the better the celebrity
endorsement is. Additionally, brand image has a positive and considerable impact on purchase
intention. The celebrity featured as an endorser can make the commercial trustworthy and to make
the advertising communication more effective. The choice of featuring a celebrity endorser in
commercials is commonly executed by companies to attract market shares and revealed that the
support of a celebrity makes the endorsed products possess more social value and popular.
Therefore, it helps the millennials to make statement about themselves through the consumption
of the products. Featuring a celebrity endorse will strengthen brand image, it will become an
opportunity for the product to be known by consumers.

The results of study are somehow contradicted with the extant literature but are realistic in
Baccor, Cavite context because people are brand loyal, their taste and choice preference are not
due to celebrity attributes but due to their previous experience with product or service. So,
organizations should keep their product quality wise strengthen which ultimately will create their
preferences. No doubt celebrity endorsement has effects on marketing effort, but it is not necessary
to hire expensive celebrities to accomplish the purpose of Penshoppe Clothing Business in Bacoor
Cavite. Newly developed products can be introduced by attractive, less expensive, and expert
models to create product awareness in market. Celebrity in advertisement is chosen not only based
on popularity but also accessing the several dimension of celebrity for the best match with product
they are endorsing. The use of endorsers is an important question in advertising strategy and
considerable literature on this topic exists. The need for endorsers has been described in various
ways. In order to get market share cost effective and truly need based product should introduced
for customers if firms deem to stay in market over long run.