Dissertation Assignment Help

Introduction

The behaviour of the customers is one of the major aspects of an organisation in order to set effective strategic plan to gain competitive advantage from the market. The buying behaviour of the customers can help an organisation to analyse their targeted customers and to set a proper business plan in order to promote their products and services in the market. As it is found that, the parameter of the competition in the market are increasing day by day, companies are using the help of different plans to attract the new customers and to retain their existing customers. The major objective of the companies is to develop an effective strategic plan to attract the attention of their target customers in the market. The following chapter will try to deal with the basic ideas of the research topic based on the impact of the celebrity endorsement and brand advertising on the buying behaviour of the customers. The chapter will try to highlight the background of the company, different research questions and objectives that can help the researcher to gain further knowledge and information as the research progress.

 Research Aim

The aim of the following research is to try to investigate the behaviour of the customers and their decision-making process related to the effect of the advertising a brand and endorsement of the celebrity. In this research, the researcher will try to analyse different aspects related to the customers' behaviours in order to analyse its effects in the strategic plan of the company. The researcher selected the Burberry in order to analyse the impact of the celebrity endorsement and brand advertisement in better and detailed way. The researcher will try to take the help of different theories and models to create a relationship between the customer's buying behaviours with the celebrity endorsement and brand advertisement.

About the Book

Dissertation Assignment Help

Introduction Dissertation Assignment Help

Dissertation Assignment Help behaviour of the customers is one of the major aspects of an organisation in order to set effective strategic plan to gain competitive advantage from the market. The buying behaviour of the customers can help an organisation to analyse their targeted customers and to set a proper business plan in order to promote their products and services in the market. As it is found that, the parameter of the competition in the market are increasing day by day, companies are using the help of different plans to attract the new customers and to retain their existing customers. The major objective of the companies is to develop an effective strategic plan to attract the attention of their target customers in the market. The following chapter will try to deal with the basic ideas of the research topic based on the impact of the celebrity endorsement and brand advertising on the buying behaviour of the custo

Dissertation Assignment Help

mers. The chapter will try to highlight the background of the company, different research questions and objectives that can help the researcher to gain further knowledge and information as the research progress.

 Research Aim

The aim of the following research is to try to investigate the behaviour of the customers and their decision-making process related to the effect of the advertising a brand and endorsement of the celebrity. In this research, the researcher will try to analyse different aspects related to the customers’ behaviours in order to analyse its effects in the strategic plan of the company. The researcher selected the Burberry in order to analyse the impact of the celebrity endorsement and brand advertisement in better and detailed way. The researcher will try to take the help of different theories and models to create a relationship between the customer’s buying behaviours with the celebrity endorsement and brand advertisement.

 Research Objectives

According to the aim of the research, the researcher will frame the objective of the research as it can help the researcher to produce deep penetration to the topic of the following research. The researcher can be able to develop the subdivision of the research taking the help of the research objective and it can help the researcher to make proper categorization of the entire research topic. The research objectives of the following research topic are enlisted below:

  • To analyse the impact of the celebrity endorsement in the retention of the customers
  • To evaluate the importance of brand advertising of consumer’s buying behaviour
  • To recognise the importance of celebrity support to enhance product brand
  • To identify different factors that are related to the customer satisfaction, preference and choice

 Dissertation Assignment Help

Research Questions

The researcher can take the help of the research topic in order to understand the importance of the research in the proper and detailed way. Moreover, the development of the research questions can help the researcher in order to give focus on those areas that can help the researcher to earn useful and effective information along with relevant data related to a topic of the research. The list of the research questions of the following topic are enlisted below:

  • What is the impact of the celebrity endorsement in the retention of the customers?
  • What is the role of brand advertising to find different aspects of consumer’s buying behaviour?
  • How can celebrity support help an organisation to enhance their product brand?
  • What are the major factors that are affecting the customer satisfaction, preference and choice?

 Background of the research topic

Branding is termed as the concept in order to attract the customers with products and services of the company. Branding can help the company to enhance an effective communication process between the sellers and the buyers. Moreover, branding can help the company to develop a relationship with their customers based on confidence and trust that can help the company to develop its loyalty and image in the market. Brand advertisement can act as one of the major aspects to bring improvement in the participation of the company in the market. Most of the customers in the UK are rely on the brand and it can help the company to produce better dominance and control in the market comparing to their major competitors (selligent.com, 2016).

Marketers in the UK try to endorse famous celebrities along with their services and products in order to promote their services and products in an effective way to make them successful in the market. The main motive of the company to endorse celebrities is to attract those customers who are the followers of that particular celebrity so that they can be able to increase their sales and try to bring changes in their perceptions to increase their brand image in the market (Furnham, 2014). The organisation is the UK are showing their response to give focus on to develop the better quality of services and products in order to maintain their goodwill and trying to give focus on developing the brand to enhance the sale of specific products and services (Carlson, 2014).

Background of the company: Burberry

Burberry is one of the largest luxury fashion house in the UK. The company is famous for its authentic and luxurious products and they distribute different types of products like fashion accessories, outerwear, trench coats, sunglasses, ready to wear, cosmetics and fragrances. The company was established in 1856 and they were focusing on to manufacture outdoor attire. Burberry is recognised as one of the premium manufacturers of different branded products and they are ranked 73rd in the Interbrain’s report of a best global brand. The company is consisting of more than 500 stores in major areas of UK (burberryplc.com, 2017).

 Rationale

The researcher has chosen the following research topic in order to analyse the impact of the celebrity endorsement and brand advertising on different aspects related to the behaviour of the customers. Most of the customers in the UK are showing their willingness to move towards the branded products from the local products that are trying to show that the customers are aware of the brands and products in the market. In UK society, the brand name is considered as one of the major factors that are helping the companies in order to influence the buying behaviour of the customers (Maraz et al. 2015). However, the effect of the brand along with its value in the mind of the customers can help the companies to gain the strong hold in the current market environment. Most of the people in the UK prefer branded products comparing to local products despite the price of the branded products is comparatively higher than the local products. Customers in the UK are showing their willingness to buy branded products in order achieve those products that can fulfil their satisfaction with their qualities (Paço et al. 2013)

Celebrity endorsement can help the companies to develop a sense of security to gain quality products within the mind of the customers. The organisation can take the help of celebrity endorsement as it can help to increase the sales volume of the company in the highly competitive environment in the market (East et al. 2013). The company are trying to use celebrity endorsement in order to relate their products and services with a celebrity personality so that they can be able to promote their products and service in a way that is more effective (Gbadamosi et al. 2013). This can help the company to gain their objectives and goals from the market in order to bring development in the growth of their organisation. Celebrity endorse can help the company to achieve their targeted customers from the market and to retain their existing customers. According to the viewpoint of Horner and Swarbrooke (2016), lack of promotional activities in the market can produce barriers to the performance of the company that can lead to product failure and lack in product quality. This can affect the confidence and trust of the customers towards the services and products. Moreover, it can lead the customers to lose its customers base and it can act as a major issue to run the organisation in the proper way (Lichy and Pon, 2013).

Research Structure

Research structure can help the researcher to make the research topic into short divisions in order to highlight different aspects of the research in the proper and effective way. The list of the subdivisions is enlisted below:

Chapter 1: Introduction

In this chapter, some of the basic details related to the research topic will be prescribed in order to help the reader to understand the thematic concept of the topic of the research. In the following chapter, the impact of celebrity endorsement and brand advertising will be analysed based on the research objectives and question in order to make further study of the topic.

Chapter 2: Literature Review

In literature review chapter, the researcher will try to take the help of different models and theories in order to understand some specific areas related to the research topic. The researcher will try to take the help of different literature sources as it can help the researcher to expand the research topic in a detailed way. Moreover, it can help the researcher to analyse different pros and cons related to the specific topic.

Chapter 3: Methodology

Research methodology can help the researcher to use specific research approach, philosophy and design in order to gain relevant data and information in order to analyse the research topic in a concise and detailed way.

Chapter 4: Data Analysis

Based on the data and information collected, the researcher can take the responsibility in order to analyse the information and data in order to understand the impact of celebrity endorsement and brand advertising in the behavioural aspects of the customers.

Book Club Resources
Disclosure of Material Connection: Some of the links in the page above are "affiliate links." This means if you click on the link and purchase the item, I will receive an affiliate commission. I am disclosing this in accordance with the Federal Trade Commission's 16 CFR, Part 255: "Guides Concerning the Use of Endorsements and Testimonials in Advertising."