Impact of Celebrity Endorsement on Customer's Brand Perception in the British Sports Apparel Industry: A Comparison between Celebrity Endorsed and Non-Endorsed Brands

Abstract

This research aims to study the impact of celebrity endorsement on customer’s brand perception by giving a comparison of celebrity endorsed and non-endorsed brands in the British apparel industry. An extended empirical study has been conducted with the help of various secondary resources including models like Source credibility model and Source attractiveness model. These models were scrutinised and were used in the formulation of a theoretical framework specific for this research. Variables discussed in the framework and secondary research were tested empirically using primary data collected through a structured questionnaire with both uni-variate and bi-variate statistical analysis. Results revealed that apart from Expertise all variables prevailed in the same direction and showed positive correlation among each other answering the research question.

Keywords: Celebrity, Endorsement, Consumer, Behaviour