Celebrity Endorsement. Why do consumers like celebrity endorsers?

Table of Contents

• 1 INTRODUCTION
• 1.1 Definition of Celebrity Endorser
• 1.2 Q-Score
• 1.3 Background of Celebrity Endorsement
• 1.4 Heidi Klum
• 1.4.1 Heidi Klum's Career
• 1.5 Outline
• 2 SOURCE LIKEABILITY
• 2.1 Luxury Lifestyle
• 2.2 Credibility
• 2.3 Personal Life
• 2.4 Personality
• 2.5 Attractiveness
• 2.6 Successful Career
• 3 CONSUMER BEHAVIOUR
• 3.1 Perception Process
• 3.2 Self-Concept
• 4 METHODOLOGY
• 4.1 Research Question and Objectives
• 4.2 Research Philosophy
• 4.3 Research Approach
• 4.4 Research Strategy
• 4.4.1 Time Horizon
• 4.4.2 Research Method
• 4.4.3 Data Collection Techniques
• 4.4.4 Questionnaire Design
• 4.4.5 Piloting
• 4.5 Sampling Definition
• 4.5.1 Sampling Techniques
• 4.5.2 Sampling Selection
• 4.6 Ethics, Non-Response and Response Bias
• 4.7 Research Limitations
• 5 ANALYSIS AND FINDINGS
• 5.1 Perception of HK's Luxury Lifestyle
• 5.2 Perception of HK's Personal Life
• 5.3 Perception of HK's Personality
• 5.4 Perception of HK's Attractiveness
• 5.5 Perception of HK's Successful Career
• 5.6 Perception of HK's Credibility

Objectives and Key Themes

This project aims to investigate why consumers favor celebrity endorsers. It utilizes a research methodology to explore consumer perceptions and preferences related to celebrity endorsements, focusing specifically on Heidi Klum as a case study.

• Consumer perception of celebrity endorsers
• The role of source likeability in celebrity endorsement effectiveness
• The influence of various celebrity attributes (luxury lifestyle, personal life, personality, attractiveness, successful career, credibility) on consumer preference
• Application of consumer behavior theories to understand endorsement choices
• Analysis of research methodologies in marketing research

Chapter Summaries

Chapter 1 introduces the concept of celebrity endorsement, defining key terms and providing background information. It also introduces Heidi Klum as the central case study and outlines the study's structure. Chapter 2 explores the concept of source likeability, examining its various dimensions including luxury lifestyle, credibility, personal life, personality, attractiveness, and successful career. Chapter 3 delves into relevant aspects of consumer behavior, focusing on the perception process and self-concept. Chapter 4 details the research methodology employed, covering the research question, philosophy, approach, strategy, sampling techniques, and data collection methods. Chapter 5 presents the analysis of findings concerning consumer perceptions of Heidi Klum across various attributes.

Keywords

Celebrity endorsement, consumer behavior, source likeability, Heidi Klum, perception, credibility, attractiveness, research methodology, marketing research.