Celebrity endorsement dissertation

This is not an example of the work written by our professional dissertation opinions, findings, conclusions or recommendations expressed in this material are those of the authors and do not necessarily reflect the views of uk ity use of celebrity endorsements is becoming increasing popular amongst organisations to aid in advertising their brand in order to gain a competitive advantage. The use of celebrity endorsements are a means of creating awareness of the brand advertised. This investigations main purpose is to explore the influences that celebrity endorsements have on the consumers' motivation to purchase, in particular focusing on sports ity endorsement have become a widely recognised form of advertising, however there is still some doubt as to whether celebrity endorsements are an effective technique in influencing consumers to purchase. This investigation will conduct essential research by critically analysing the academic literature, whilst undertaking further primary research to establish a broader insight into celebrity endorsement. Furthermore, the author will also present the problem area, which this study will be based on, followed by the purpose and outline of the report will illustrate relevant research and theories on celebrity endorsement and how they are becoming an attractive tool within advertising. The central point of this investigation will focus on whether celebrity endorsement has an impact on consumer's motivation to purchase, and will be primarily looking at sports investigation will emphasis on the use of sporting celebrities in advertisements as they have achieved their celebrity status through sporting success as opposed to it being either ascribed or attributed 'achieved celebrity derives from the perceived accomplishments of the individual in open competition... To industry sources, approximately 20% of all television commercials feature a famous person, and approximately 10% of the dollars spent on television advertising are used in celebrity endorsement advertisements (sherman, 1985 cited in agrawal and kamakura, 1995). Premeaux (2005 cited in bailey, 2007) suggests the reason why this figure is so high is the 'ability of the celebrity endorser to get and hold attention with evidence of the positive impact of celebrity endorsers on brand recall'. It is the aim of this study to outline whether celebrities have an effect on consumer purchasing investigate this issue, many key areas of celebrity endorsement need to be researched, including consumer buyer behaviour, the effects celebrity endorsements have had on organisations and consumer attitudes in the past, whilst also assessing possible advantages and disadvantages of using celebrity endorsements in promotion ale for selecting initial reason this topic was chosen to research was that the author has a particular interest in this aspect of marketing, and how celebrities are becoming an increasingly attractive tool for organisation to promote their brand and how this technique motivates consumers to ore the rationale as to why i chose this topic area is that it is a current and contemporary issue of marketers. It is a marketing communication tool that is used widely across western culture thus being relevant and significant in today's this investigation, the author has specific aims that include:To reveal whether celebrity endorsements effect consumers purchasing decisions and to what examine within the literature review the influence of celebrity endorsers compared with 'normal' carry out appropriate research methodology based on the review of literature that will establish whether celebrity endorsements are successful in motivating consumer purchasing analyse findings and conclude whether celebrities do influence consumers' motivation to r two - literature review of literature will examine past theories and research on celebrity endorsements, outlining relevant areas involving; consumer buyer behaviour, celebrity versus non-celebrity advertising, key attributes organisation require in an endorser and benefits and limitations of using this communication r three - chapter will examine both primary and secondary research methods that have been utilised in this study to enable the author to meet the specified aims and objectives. The conclusion will draw deductions on whether celebrity endorsements do influence consumer's motivation to chapter seeks to explore the most crucial attributes that is mostly associated with celebrity endorsement strategy. This in turn, to apply the following attributes in the methodology part of the aim of this literature review is to give a comprehensive discussion of the range of theories which offer frameworks to aid in answering the research questions in relation to the effects sports celebrity endorsements have on consumer buyer behaviour. Terms of using sports celebrity endorsements in advertising, it is often used in advertising that strongly depends on a strong brand image from a social perception. Due to the characteristics related to the purchasing process, this literature review will focus on individual buying behaviour in relation to sports celebrity ng celebrity ers usually use individuals who have achieved some form of celebrity status to serve as a spokesperson for their brand. Furthermore, when an organisation decides to use an endorsement strategy as their marketing communication method, one of the main focuses lies within exposing the brand (kotler, armstrong, wong and saunders, 2008). Use of a celebrity endorser can be seen as the source of a message the company wishes to expose to their target audience. Directly can be the celebrity who functions as a spokesperson for the brand and sends out information that the company desires to deliver to their target audience. Alternatively indirectly is when a celebrity does not send the message but draws attention to and/or enhance the appearance of the advertisement. The marketer must select a celebrity that has a good 'fit' with the brand, that is intended to be exposed (pringle, 2004). Endorsement is the use of a sport celebrity by a company to sell or enhance the image of the company, product, or brand.

Product endorsement using sport celebrities has been found to impact attitude toward an advertisement (tripp, jensen and carlson, 1994), increase the likelihood of consumers choosing a product or brand (kahle and homer, 1985; kamins, brand, hoeke and moe, 1989), and increase the profitability of a firm (agrawal and kamakura, 1995). Product endorsements may be explicit ('i endorse this product') or implicit ('i use this product') (seno and lukas, 2005). The use of athlete endorsements provides an opportunity for companies to associate with attributes not found in other types of celebrities. More specifically, winning, success, teamwork, and community are associations an athlete may offer that other forms of celebrity may not (jones, bee, burton and kahle, 2004). An organisation decides to use a celebrity in their endorsement strategy, there are three important source factors that need to be considered, these include; source-credibility, source-attractiveness and source-power (belch and belch, 2009). It is unsurprising that organisations pursue branding strategies that incorporate reference group influences such as celebrities to create a specific brand image for the rity of celebrity endorsement ity advertising has become increasingly popular amongst organisations with the attempt to get consumers to spend. Number of organisations now using celebrities in their advertising has increased, as according to stephens and rice (1998) in the usa, the use of celebrity endorsers have increased from a little over 15 percent to approximately 25 percent of all adverts between 1979 and 1997. However the celebrity heat is even more evident in japan with around 70 percent of japanese commercials featuring a celebrity (kilburn, 1998). Erdogan et al (2001) highlights the rise of celebrity endorsement in the united kingdom with approximately one in five marketing programs featuring some type of celebrity endorsement. These figures demonstrate the prevalence of the celebrity appeal as a method of persuasive communication (hsu and mcdonald, 2002). Although the number of advertising featuring celebrities has increased and it seems inevitable that it will in the future, there is still a question of whether celebrity endorsement has an impact on consumers' behaviour. O'guinn et al (2008 pp 349) describes that 'a celebrity testimonial will increase the adverts ability to attract attention and produce a desire in receivers attempting to emulate or imitate the celebrities in which they admire'. Additionally atkin and black (1983) emphasize that celebrity endorsers may be influential as 'celebrity endorsers are considered to be highly dynamic, with attractive and engaging personal qualities. It is essential that marketers select an appropriate spokesperson to communicate the message of the brand to consumers effectively, as if a celebrity is chosen that is not admired or relatable to the target market this will hinder the advertisements r assael (1984 cited in kamins, 1990) suggests that celebrities are effective endorsers because of their symbolic aspirational reference group association. Reference groups vary in how consumers perceive their own characteristics and lifestyles, and whether such celebrity advertising may generate these attitudes and man and kanuk (2004) believes that sports 'celebrities can be a powerful force in creating interest or actions with regard to purchasing or using selected goods or services. However foxall and goldsmith (1998) believe that a celebrity endorsement does not create a strong pre-purchase attitude but can impact and cause change in the consumer's perception process. The complexity of consumer buying behaviour is coordinated with a complexity in assessing the effect of sports celebrity advertising on such ity vs non-celebrity endorsement studies have compared the impact of celebrity advertising with non-celebrity advertising in determining their effectiveness on consumer behaviour. They found that the celebrity version of the advertisement had higher rates on the dependant variables; probable taste, advertising believability and purchase intention, compared to the non-celebrity version'. Additionally, a study done by gardner and schuman (1986) revealed that fifty-three percent of respondents reported that sponsorship (endorsements) increases the likelihood of brand purchase. Previous research indicated the importance celebrity endorsements have on consumer and block (1983) consider that the effectiveness of celebrity endorsement is due to the fact consumers believe that the celebrity does 'not really work for the endorsement fee, but are motivated by genuine affection for the product'.

Moreover, tripp et al (1994) showed that the number of exposures to a celebrity advertisement negatively influenced consumers' intention to purchase. For an advertisement campaign to have the desired effectiveness on consumer's behaviour, the selected celebrity must have certain attributes to attract and retain the consumer's attributes of a celebrity endorser ers try to select individuals whose traits will maximise message influence. It can be assumed that a communicator (celebrity) can be perceived as knowledgeable and a person with expertise. These two attributes, which a celebrity must have to be a successful endorser in an advertising campaign, are discussed more in-depth ise: belch and belch (2009) states that a spokesperson is often chosen because of their knowledge, experience, and expertise in a particular product or service area. Ohanian (1990, cited in belch and belch, 2009) found that the perceived expertise of celebrity endorsers was more important in explaining purchase intentions than their attractiveness or trustworthiness. Ohanian also suggests that the celebrity spokespeople are more effective when they are knowledgeable, experienced and qualified to talk about the product they are endorsing. In comparison to expertise, a celebrity needs to be trustworthy when endorsing a product or service. This is based on how honest the celebrity is about what they say concerning the brand (schiffman and kanuk, 2009). Additionally, belch and belch (2009) argues that while expertise is important, the target audience must also find the source (celebrity) believable. Ohanian (1990) maintains that when a celebrity is perceived more trustworthy, the message will be more effective and the receiver will be more integrated. Source attractiveness leads to persuasion through a process of 'identification' whereby the receiver is motivated to seek some type of relationship with the source (celebrity) and thus adopts similar beliefs, attitudes, preferences, or behaviour. Further more if the source (celebrity) changes position, the receiver may also change (belch and belch, 2009 pp 182). If the communicator (celebrity) and receiver have similar needs, goals, interests and lifestyles, the position advocated by the source is better understood and lity: marketers recognise the value of using spokespeople who are admired: tv and movie stars, athletes, musicians, and other popular figures. Marketers believe that the use of a popular celebrity will favourably influence consumers' feeling, attitudes and purchase behaviour. However the company must consider a number of factors when deciding to use a celebrity spokesperson such as over-shadowing the product/brand, being overexposed and the target audiences receptivity and risks to the advertiser (belch and belch, 2009). In the celebrity endorsement context, familiarity has been defined as 'knowledge of the source through exposure' (erdogan, 1999 pp 299). According to belch and belch (2009) familiarity can be considered as the level of knowledge a celebrity possess of a brand. When an organisation considers choosing a celebrity for their advertising campaign, they need to analyse the previous knowledge a celebrity has or how they will utilise their knowledge in the exposure final characteristic kelman's classification is 'source power'. According to friedman and friedman (1979 cited in atkin and block, 1983), a celebrity spokesperson is more effective for products high in psychological or social risks relative to a 'normal' spokesperson; such elements include good taste, self image and opinion of others. Various research investigations have explored the congruency between celebrity endorsers and brands to examine the effectiveness of using celebrities to advertise products/brands.

Results have revealed that a number of celebrity endorsement have shown to be very successful whereas others have completely failed, this results in the 'termination' of the respective celebrity communicator (walker, 1992). Empirical studies on the congruency theory frequently focus on the physical attractiveness of the celebrity endorser (till and busler, 1998). Although ohanian (1991) recognises a popular individual's ability to create awareness and initiate desire for an advertisement, ohanian concludes that this may not necessarily change consumer's attitude toward the endorsed brand and that 'for a celebrity spokesperson to be truly effective, they should be knowledgeable, experienced and qualified to talk about the product'. A deeper insight in the complex process of celebrity endorsement is provided by the 'meaning transfer model', this will be discussed in section 1. Determinant of the match between celebrity and brand depends on the degree of perceived 'fit' between brand (brand name, attributes) and celebrity image (misra and beatty, 1990 cited in erdogan, 1999). Miisra and beatty (1990) suggest that when a celebrity endorsers a brand, the characteristics of that celebrity may be compared with the advertised attributes of the brand by the audience for congruence or fit with their available person-schema. The degree of congruence between the new information (the brand attributes) and the existing information (the celebrity's characteristics) may then influence the level of recall of the new information. A balance theory explanation of endorsement suggests three elements linked in a triangular relationship: the endorser (celebrity), the product/brand and the consumer. A celebrity may desire to endorse a product/brand, believing that the product/brand is a good strategic fit. This establishes a positive sentiment connection between the celebrity and the brand (one side of the triangle). Transfer model ken (1989) explains the effectiveness of celebrity spokespersons by assessing the meanings consumers associate with the endorser and eventually transfer to the brand. Firstly, the meaning related with the celebrity moves from the endorser to the product/brand. Thus, meanings attributed to the celebrity become associated with the brand in the consumers mind. The third stage of the model illustrates the significance of the consumer's role in the process of celebrity endorsed brands. The meaning transfer process is shown g transfer in the endorsement process (adapted from mccracken, 1989). Martin (1996 pp 28) maintains that celebrity spokespeople are useful in marketing as they provide a 'set of characteristics' that supports consumers in the evaluation of the present celebrity endorsers can be and effective and efficient method for organisations to utilise in their promotions campaign, in comparison to non-celebrities. Some of the advantages of celebrity endorsement are discussed below:To influence purchasing decision of the target audience (ohanain, 1991). The 'fit' factor examined in previous sections of this investigation is a key aspect here, as consumers' motivation to purchase will increase if the advertisement involves a celebrity that is perceived to be an expert in that field e. Ohanian (1991) states that consumers are more likely to purchase a product or brand if it is endorsed by a credible of the major reasons celebrity endorsements are being favoured by organisations when advertising their brand, it the attempt to gain consumers attention. Having a celebrity attached to your brand will increase the likelihood of product recall as well as infuse your product with the charisma and success associated with the celebrity (wilson, 1997 cited in swerdlow and swerdlow, 2003).

Endorsements have been an integral element of organisations' marketing strategy, and although they possess many benefits, there are some limitations of using celebrities in advertising. The major criticisms involve:Firstly, using celebrity endorsements as part of communication strategy has the risk of overshadowing the product. Belch and belch (2009, pp 184) claim that 'consumers may focus their attention on the celebrity and fail to notice the brand'.. According to belch and belch (2009, pp 184) 'advertisers should select a celebrity spokesperson who will attract attention and enhance the sales message, yet not overshadow the brand'. Limitation of celebrity endorsement is the expense to appoint the celebrity as spokesperson for the company. Dyson and turco (1998) suggest that small companies could never afford a celebrity to promote their product. Further weakness of celebrity endorsement is the increased risk of negative publicity as celebrities are consistently in the public eye. Negative information about the celebrity activates the celebrity node, which then activates the brand node to some degree, which allows for the transfer of the reduced evaluation of the celebrity to the brand (till, 1996 cited in till, 1998). Tripp et al (1994) suggests that simply knowing that a celebrity endorsers multiple products is sufficient to erode consumers' perceptions of endorser trustworthiness, as well as brand and advert evaluation. Consumers tend to believe celebrities that only endorse a single product have a genuine affection for the brand, whereas if the celebrity endorsers multiple brands, consumers feel the celebrity is motivated by the endorser fee. Mccracken (1989 cited in tripp et al, 1994) suggests that as the celebrity endorser takes on meanings that carry from advert to advert, therefore endorsing multiple products affects the assigned meanings and the consumer perceives the celebrity to be less credible and less chapter explored the influence celebrity endorsements had in relation to buyer behaviour. The literature highlights that celebrity are an effective tool in communication strategy if used appropriately. Finally advantages and disadvantages were explained, demonstrating how celebrities can be effective whilst also illustrating limitations and constraints of using celebrity chapter will describe the choice of methods and how the process of gathering empirical data will occur to fulfil the purpose of this dissertation by linking it to the research questions/aims of the section is a description of the research methods chosen for this investigation. Therefore using both qualitative and quantitative research methods, a combinational approach is envisaged for this research, to ensure a certain amount of triangulation linked to the research aims and objectives, but also as an internal mechanism for examining aspects of the research applying these approaches it can be expected that data will be produced that will offer 'thin' justifications based on the quantitative data produced into the influences of celebrity endorsements, with the addition of 'thick' contextual based explanations determined from the qualitative research methods (denzin and lincoln, 1998). Demonstrated in the literature review, the essence of the current study is concerned with the effect celebrity endorsement has on buyer behaviour. However the use of a focus group will allow the researcher to discover the meaning behind the ing to the current research objectives, it is envisaged to investigate to what extent the impact of sports celebrity advertisements effects consumer behaviour at the perception and motivation stages and the evaluation of the product and brand. In order to determine the customers perception of a product/brand and how this might be affected by celebrity endorsement, a questionnaire has been developed based on existing ensure the research is conducted correctly, the questionnaire design is constructed according to finks (1995) 'questionnaire development' (cited in cholasuke et al, 2004). These aims include:To discover consumers opinions on what they understand by celebrity endorsement and whether it is an effective as a form of explore whether celebrities appearing in advertising has influenced the consumer previously and find out if endorser attributes have an effect on consumers' beliefs on a brands highlight how bad publicity can affect consumers towards the brand ering various primary research methods, the researcher has decided that the most appropriate methods for this study was to apply both quantitative and qualitative approaches. The focus groups are planned to last between 30-40 minutes and will include a viewing of three sporting celebrity advertisements which will last 3-5 minutes. Examples of the advertisements shown can be accessed in appendix on the data collected by the questionnaires the researcher will direct a discussion where the participants focus on whether the celebrity endorser is relevant to the product/brand, the group's perception of both the celebrity and the product/brand and what experiences the group had with using this product/brand.

The researcher will seek to discover which of the participants have both purchased and used the products and compare it with those who have not and how much the celebrity endorser impacted on this 'interaction. Are four basic non-comparative scales; continuous rating scale, likert scale, staple scale and finally the semantic differential this investigation aims to measure consumers' perception of celebrity endorsements, the researcher has decided to use the likert scale to design the survey as it is believed this is best for measuring consumers' attitudes. On this discussion, the sampling technique that will be used in this dissertation is non-probability sampling. Be able to accomplish the purpose of this dissertation, the focus lies on consumers' perception towards the sports celebrity endorsement. Raw data from the survey and focus group is given in appendix ity versus non-celebrity results results show that 90% of respondents either strongly agree or agree with the statement that celebrity endorsements are more effective than non-celebrity when advertising a reason for this according to the focus group is that an advert 'would gain more attention and create awareness with a celebrity in it'. From the investigation shows that celebrity endorsers are perceived as more effective than non-celebrity advertisers by the respondents of the questionnaire. This outcome agrees with the extant literature that celebrity endorsements has a positive impact on consumers that can increase the likelihood of brand purchase (friedman et al, 1977; gardener and schuman, 1986; agrawal and kamukura,1995; and atkin and block, 1983). Results factors from the literature review affect the consumers' motivation to purchase a product/brand that is endorsed by a sports celebrity, which attributes are associated with each celebrity? Participants of the focus group believed that out of the three advert shown, advert one (appendix c) was the most effective because the advert 'actually involved sport and it was sports celebrity's advertising it'. Therefore, a possible reason for roger federer's high product compatibility is the fact the he is a sports celebrity endorsing a sports 4. The focus group brought up the fact that they think a sports celebrity should endorse sporting products 'if it's not sports related how can they be credible? This could indicate that intelligence does not effect a consumers perception of the celebrity's compatibility with the product endorsed. Of respondents think that an advert is more believable if the celebrity is an expert in that field. The focus group offered that believablity was something they rated highly amongst celebrity endorsements 'it [advert 3] just isn't believable, therefore isn't good'. Graph showing each celebrity's perceived the results indicate david beckham is perceived as the most 'handsome' of the three celebrities with 66. Findings from the focus group indicate that although attractiveness would not motivate them to buy the product, 'if the celebrity was better looking i would have paid more attention. The focus group added that 'if people like the celebrity and want to be more like that celebrity they will be more likely to buy products they are advertising. Graph showing each celebrity's perceived similarity with findings suggest that the celebrities used to endorse the brands are not comparable with the consumer; with 46. This result could be due to the fact that david beckham is endorsing an 'attractive' product and therefore david beckham is perceived more graph indicates that 50% of respondents agree that advertisements featuring an attractive celebrity have a positive impact on personal opinions of the brand advertised. According to the results from the focus group the use of attractive celebrities in advertisements 'matters to women more' and in relation to wayne rooney's powerade endorsement were he was labelled as 'ugly' one respondent stated that it comes down to 'what he's good at.

From the study illustrates the level of agreement of each attribute attached to the specified celebrity according to the participants of the survey. Roger federer had the high perceived compatibility with the product, the author believes a reason for this that he is a sports celebrity endorsing a sports product, this would support the match up theory, this states that the effectiveness of an advertisement depends on the appropriate match between an endorser and the product/brand (friedman and friedman, 1979; atkin and block, 1983; till and busler, 1998; till and shimp, 1998; walker, 1992; solomon, 2008; kahle and homer, 1985; and ohanian, 1991). Suggests that an advert is more believable if the celebrity is an expert in that field. These finding however correlate with the literature that a 'celebrity spokespeople are more effective when they are knowledgeable, experienced and qualified to talk about the product' (ohanian, 1990; belch and belch, 2009). Which indicates that advertising featuring an 'attractive' celebrity has a positive impact on the brand. Dismisses extant literature as belch and belch state that 'individuals are more likely to be influenced by a message coming from someone with whom they feel a sense of similarity' but the result disagree with this statement, a possible reason for this discrepancy is that individuals may aspire to be like the celebrity opposed to finding them behaviour results 4. Of respondents agree that a celebrity appearing in an advertisement would motivate their decision to purchase. The results show that 50% of participants agreed that negative information about the celebrity would have an affect on their opinion of the brand. Of respondents both disagree and agree with the statement that negative information would impact on future purchase decisions of the advertised brands, although when analysing the focus group findings they were not effected by negative information of the celebrity 'if it was the best product, i would still buy it, i wouldn't not buy it because of what the celebrity had done. Strongly suggest that a celebrity appearing in an advert would motivate the consumers decision to purchase, this supports erdogan (1999) argument that 'celebrities attract consumers' attention with their appealing status which organisation feel will benefit the products awareness,' awareness can be linked into the initial stage of the consumer decision process 'need arousal' once the need has been aroused or the consumer has become aware of that need, motivation can occur. Relating negative information to the balance theory (heider, 1958) 'the evaluation of an object is affected by how the evaluation will fit with other related attitudes held by the consumer' therefore if the consumer has negative attitudes towards the celebrity according to this theory and to 'balance' their thoughts they would have negative attitudes towards the y results from figure 4. If these findings are put into the context of the meaning transfer model developed by mccracken (1989) negative associations with celebrity would eventually transfer to the brand, however this does not correlate with the participants who disagree with the statement, a potential explanation for these results could be, if the consumer already likes and uses the product the negative information from a celebrity would not stop them from chapter aims to outline the primary findings carried out by the author, identifying important themes of sports celebrity endorsement and the influence they have on consumer's motivation to purchase. Both sets of data will be analysed and examined to provide a conclusion on the influences sports celebrity endorsement have on consumer's motivation to purchase, the research question of this investigation. With the popularity of celebrity endorsement increasing, more organisations are utilising them as a form of brand communication (erdogan et al, 2001). Primary data concerning whether a celebrity appearing in an advert would motivate the respondents decision to purchase, supported to findings of gardner and shuman (1986) that fifty-three percent of respondents reported that sponsorship (endorsements) increases the likelihood of brand purchase. However it was stated that some respondents would purchase a celebrity endorsed product if they liked the product, although the endorser had no impact on their decision to conducting primary research, one crucial gap in the literature was the discovered; the age of the consumer. It was brought up in the focus group that children where the most easily influenced by celebrity endorsements. Participants think that it is children who want to be like their idols, and one respondent could only give examples of products they had bought because of a sport celebrity endorsement when they were a child. Further theme developed from the research was that credibility was an important attribute when determining the effectiveness of an advert, a majority of respondents stated that an advert is more believable if the celebrity is an expert in that field. In addition to this participants supported kamins (1990) view that source attractiveness also have a pivotal role in determining effectiveness, however a participant in the focus group stated that although wayne rooney is an 'ugly' celebrity it comes down to 'what he's good at' this links back in with the credibility of the ve information about celebrities had a variation of views, it was found out by the focus group that 'if i liked the product, i would buy the product regardless of who was endorsing it, and what they have done' however an equal amount of respondents stated negative information would affect them, so negative information would affect the brand to some l, sports celebrity endorsements in advertising are an effective method at influencing consumers' purchasing behaviour, as primary and secondary research demonstrates the whole, celebrity endorsements in advertising are effective at influencing consumers into purchasing products, as secondary data and primary data obtained illustrates this, although primary data demonstrated that children are mostly influenced although with the distinct lack of literature on this topic it was difficult to verify the extent on motivation to of the main limitations involved in this study are discussed.

One key restraint experience in this investigation was the lack of time and resource needed to ensure that the study was more effective, by using a wider range of sources and bigger sample size in order to gain a broader overview of celebrity endorsements and the motivation behind purchasing behaviour this would also enable results to be r concern for the author, was some of the literature was relatively dated, therefore it needs to be taken into consideration that attitudes and beliefs may have changed considerably since the work has been published. Another limitation surrounding academic perspectives on consumer buyer behaviour, is that age is not something that is focused on, this could be due to the fact that it is a sensitive area, although this is something important when considering the impact of celebrity y, when conducting the focus group, it was evident that the researcher did not have the necessary skills to gather the appropriate data, and often the group lacked focus. Also as the primary research was all researcher administered, it must be taken into consideration that there is a chance of 'response bias' where the respondent answers the question in a way they think the researcher wants them to answers rather than their true beliefs, this could have affected the reliability of the research recommendations is apparent that age has an important role when examining consumers' motivation to purchase, so future research into the area of celebrity endorsement should explore in greater detail the effects age has on motivation to purchase. Also if the researcher had more time it would have been interesting to see comparisons of other celebrities against sports you are the original writer of this dissertation and no longer wish to have the dissertation published on the uk essays website then please click on the link below to request removal:Request the removal of this tation writing tation e media ity imer: this dissertation has been submitted by a student. 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