Does Celebrity endorsement affect consumers buying wants and needs-1

Does Celebrity endorsement affect consumers
buying wants and needs?
by
Larissa Werbiuk

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Table of Contents
1.0 Acknowledgment and Declaration.....................................................................................3
2.0 Abstract................................................................................................................................4
3.0 Introduction.........................................................................................................................5
4.0 Literature Review................................................................................................................6
4.1 Article 1..............................................................................................................................6
4.2 Article 2..............................................................................................................................7
4.3 Article 3..............................................................................................................................8
4.4 Article 4..............................................................................................................................9
4.5 Article 5............................................................................................................................ 10
5.0 Methodology.....................................................................................................................11
5.1 Research Methods............................................................................................................ 11
5.2 Interviews........................................................................................................................ 12
6.0 Results................................................................................................................................13
6.1 Question 1........................................................................................................................ 13
6.2 Question 2........................................................................................................................ 14
6.3 Question 3........................................................................................................................ 15
6.4 Question 4........................................................................................................................ 16
6.5 Question 5........................................................................................................................ 17
6.6 Question 6........................................................................................................................ 18
6.7 Question 7........................................................................................................................ 19
6.8 Question 8........................................................................................................................ 20
6.9 Question 9........................................................................................................................ 21
6.10 Question 10.................................................................................................................... 22
7.0 Interviews..........................................................................................................................23
7.1 Interview 1....................................................................................................................... 23
7.2 Analysis for subject 1........................................................................................................ 25
7.3 Interview 2....................................................................................................................... 26
7.4 Analysis for subject 2........................................................................................................ 28
8.0 Discussion ..........................................................................................................................29
9.0 Conclusion .........................................................................................................................33
10.0 References/Bibliography ................................................................................................34
11.0 Appendices......................................................................................................................35

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1.0 Acknowledgment and Declaration
I would like to acknowledge all 34 participants of my primary research surveys, my fellow
classmates, friends and family for their continuing support and motivation. I am also
eternally grateful to all the teachers that have taught and guided me across my two years
education at RMIT University. Their dedication to my education, and me has allowed me to
follow my dream of becoming a PR practitioner. In particular, I would like to acknowledge
my tutor throughout this thesis, Alain Grossbard, for his continuing support and above and
beyond efforts for helping me and my classmates reach our full potentials.
A huge thank-you goes out to Maria Vamvakinou, Federal MP, and those working in her
office. They have taught and guided me throughout my internship and gave me
opportunities and experiences I will forever remember.
I declare that all work created and words used in this document are my own and have not
been submitted in any other form for another degree or diploma at any university or other
institute of tertiary education.

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2.0 Abstract
The aim of this thesis was to gain deeper knowledge and draw conclusions about the topic
“Does celebrity endorsement effect a consumers buying wants or needs”.
While researching the topic many conclusions were brought up such as consumers aren’t
particularly influenced by advertising of celebrity endorsement unless it is a celebrity they
admire, respect or like. Evan if there is an advertisement on a celebrity they do treasure,
consumers will still not rush to purchase that product. If they do not like the celebrity that is
representing the product than most consumers will not go out of the way to purchase those
products unless they ultimately need them.
The research methods used were written surveys and personal interviews. The surveys
were both online and a printed form, submitted to 34 participants, male and female with a
range of ages from 16 to 60. The 2 person interviews were with Nicole De Luca (21) and
Phillip Mitrov (21).
The research was also supported by an on-line literature review. The literature review
helped form a general understanding of the topic and an idea of what the larger public and
consumers generally feel about celebrity endorsement of a brand and product. Most
articles concluded to varying degrees that celebrity endorsement does encourage a
consumer to buy a product, but that it depends on the celebrity and their image to the
public.

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3.0 Introduction
This thesis identifies, interprets and evaluates whether celebrity endorsement affects
consumers buying wants and needs. The original aim was to discover weather celebrity
endorsement really does affect a consumer mind in purchasing a celebrity endorsed product
over a non-celebrity endorsed product. The original hypothesis was that a main proportion
of those surveyed would prefer a celebrity-endorsed product over a non-celebrity endorsed
product.
The main question that were needed to be answered to help with the discussion were:
1. Does celebrity endorsement influence a consumer to buy a celebrity-endorsed
product over a non-celebrity endorsed product.
2. Does it matter what celebrity is representing a product.
3. Could a certain celebrity representing a product discourage a consumer to not
purchase the product represented by that celebrity.
By having these questions answered it would impact the results of the discussion and
the over conclusion of this topic as well as answering it.
The primary research would be conducted in two ways:
 Online surveys of 34 participants
 2 One-on-one interviews

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4.0 Literature Review
4.1 Article 1.
Carolyn Tripp, Thomas D. Jensen and Les Carlson. The Effects of Multiple Product
Endorsements by Celebrities on Consumers' Attitudes and Intentions, Page 536 of 535-547,
Journal of Consumer Research © 1994, viewed 31 July 2013,
http://www.jstor.org/stable/2489757?seq=2
The authors believe that celebrity endorsement works, depending on the celebrity and their
image to the public. If a celebrity is trustworthy, has a good appearance and is perceived in
a positive manner, then their endorsement will have a positive effect in selling the product,
as compared to celebrities perceived negatively. However, this positive effect will be
watered down if a celebrity is seen to be endorsing too many products, with no ‘loyalty’ to
any particular one. Studies have also shown that people will usually not know about a
brand without some form of advertising. If that advertising involves the use of a celebrity,
consumers will often remember the celebrity and their qualities rather than the brand. As
such the ‘expertise’ or relevance’ and trustworthiness of the celebrity will affect attitude
change and product evaluations. Consumers may then transpose their feelings or thoughts
about the celebrity onto the brand. This is a double-edged sword, as negative responses
can just as easily be associated with the product, which is why it is so important to choose
the right celebrity for any given product.

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4.2 Article 2.
Grant McCracken. Who is the Celebrity Endorser? Cultural Foundations of the
Endorsement Process, Page 310 of 310-321, Journal of Consumer Research © 1989,
http://www.jstor.org/stable/2489512
The author claims that celebrity endorsement is the modern way of marketing. If a celebrity
is not smart in how they model and represent the brand, then it impacts negatively on the
brand. Celebrities that enjoy being in the public eye and recognition, usually succeed better
in celerity endorsement. By endorsing a product the celebrity is implying that they use this
product and the consumer should use this product to be like a celebrity.
Celebrities may have some type of involvement in the manufacture and branding of a
product, or no involvement at all except for representation. Some do not even use the
product. However, Hoveland and Weis 1951-52 state that the effectiveness of a message
depends on trustworthiness and expertness. Hence it is important to consider whether the
celebrity is persuasive enough for the product.
The McGuire models depend on the familiarity, likability and similarity of the celebrity since
celebrities owe some of their success from these characteristics. Celebrities can represent a
product with little in depth knowledge about it or how it fundamentally works. This leads to
the idea that the effectiveness of the celebrity endorsement has more to do with the
celebrity than the product itself. It is therefore paramount to choose the right personality
for the right product. Bill Cosby failed to endorse E.F Hutton but succeeded in Coca Cola
and Kodak. John Houseman failed for McDonalds but succeeded for Smith Barney.

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4.3 Article 3.
Barbara A. Lafferty, Ronald E. Goldsmith. Corporate Credibility’s Role in Consumers’
Attitudes and Purchase Intentions When a High versus a Low Credibility Endorser Is Used
in the Ad, FLORIDA STATE UNIVERSITY, Tallahassee, Florida USA,
http://www.sciencedirect.com/science/article/pii/S0148296398000022
This article states that celebrity endorsement is the biggest way to sell a brand. But it also
comes down to corporate credibility and the reputation of the firm. One hundred women
students were shown one of four mock magazine ads and were told to pick there favorites.
The results show that both the attitude toward the brand and the attitude toward the
celebrity were of significant importance. However it also showed that corporate credibility is
important and could affect whether a consumer purchases the product. Endorser credibility
has a greater influence on attitude-toward-the-ad; corporate credibility has a greater
influence on attitude-toward-the-brand and on purchase intentions. More credible sources
also influence behavior and positive attitudes towards the brands, as source credibility
seems to impact attractiveness.
Goldberg and Hartwick, 1990 upholds the importance of the image of the company that
produces the product. If the company has a bad image, consumers will not purchase
regardless of which celebrity is endorsing it, as they can associate the celebrity with the
negative aspects of the company. If a spokesperson knows the brands and perceives to be
confident and assuring about the product, than it is more likely to sell well, as once again
trustworthiness is created. Companies also who have a positive name to their brand are
able to hold a positive look on their ads from people which also influences consumers to
buying more.

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4.4 Article 4
Kevin Lane Keller. Conceptualizing, Measuring, and Managing Customer-Based Brand
Equity, Page 1 of 1-22, Journal of Marketing © 1993 American Marketing Association,
This article dealt with the subject of celebrity endorsement of a ‘brand’, not just a product.
This marketing technique can be used for a variety of purposes such as: increasing profits,
during a merger, acquisition or divestiture. A brand’s value can be greatly increased with a
successful celebrity endorsement campaign, as the celebrity’s on qualities are ‘adding value’
to the brand and impacting on consumer’s views of the brand.
How successful the celebrity endorsement will be depends on the marketing field and
strategies. Different marketing fields and groups will need different celebrities which is why
picking a celebrity is so important. Just some of the considerations include the celebrities
age, gender, projected personality and what they are a celebrity for.
A company’s success is also determined by their marketing strategies. For a long term effect
and benefit, more sophisticated marketing strategies are implemented with a life span of
many years. This ‘longevity’ of a marketing plan, makes it even more important to pick the
right celebrity whose image will remain effective during the whole long term campaign.
Hence, if a company chooses a well respected and suited celebrity as a ‘figure head’ the
product will sell better and for longer. This obviously represents a long-term investment in
the celebrity, which would be expensive and detrimental to change if the choice was wrong.
The authors also state that brand awareness is subdivided to two parts; brand awareness
and brand image. By fully understanding each framework - the brand and product alongside
with it - it is easier to select a celebrity.

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4.5 Article 5
Jagdish Agrawal and Wagner A. Kamakura. The Economic Worth of Celebrity Endorsers: An
Event Study Analysis, Page 56 of 56-62, Journal of Marketing © 1995 American Marketing
Association, http://www.jstor.org/stable/1252119
In this article we learn that celebrity endorsement is big business in America, with
approximately 20% of all television ads featuring a celebrity and 10% of television
advertising funds used on celebrity endorsement. Furthermore demand for this form of
marketing is continually growing. It is believed that celebrities make products believable
and enhance message recall. The technique can also help create a bigger brand name by
having a celebrity image placed side by side with the brand. This can also give brands a
more positive image; depending on the celebrity and marketing strategy. The authors
explain that part of the impact and influence on consumers is due to their desire to
‘associate with and be like’ the celebrity.
Celebrity endorsement is, however, extremely expensive. Celebrities typically work by
contract, although some also have a split of the profit from the products sold. Companies
therefore have to build major marketing campaigns and advertising in order to make it
worth the financial outlays.

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5.0 Methodology
The aim of the research was to discover and gain further knowledge on whether celebrity
endorsement does encourage or affect a consumer’s buying wants and needs. There was a good
body of literature and information on the subject, but mostly from the 1990’s when celebrity
endorsement was starting to become increasingly popular. It would have been interesting if
there was more research done in the 21’st century, to reflect societal changes and in particular
to perceptions of ‘body’ and ‘image’.
5.1 Research Methods
Online Survey –The researcher used Survey Monkey as this site is easy to use, free and can be
promoted on social media such as Facebook. Participants either filledin the survey on
Facebook, or a printed out version. A total of 34 people participated in the survey. Participants
were asked a variety of questions including their name; age; thoughts and viewson celebrity
endorsement; if celebrity endorsement effects how they feel and if a celebrity’s image can turn
consumers off from purchasing products represented by the celebrity. The participants were
asked their age and gender in order to see whether different age brackets/gender were
influencedto a greater degree by celebrity endorsements. The survey contained 10 questions,
each of which had an option from 3 differentanswers.
The limitationsof using this research were possible uneven results due to the small sample size.
The researcher would have likedto gather more feedback from participants in a wider variety of
age groups; as most participants were in the same age group and found to have similar views
and opinions. The same applies to the fact that most participants came from similar socio-
economic and ethnic backgrounds as well as their geographical location. A larger and more
diverse spread of participants could possible have produced more meaningful results A future
research project involving participants from differentcountries could also yieldinteresting
insights.
It was also difficultto gather much feedback, as users didn’t want to spare personal time in
completing the survey when they had nothing to gain.

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5.2 Interviews
A total of two people were interviewed. One was Nicole De Luca, aged 21, who is a fellow
student also completing the Advanced Diploma in Public Relations. The second was Phillip
Mitrov, a 21-year-old cabinetmaker. The reason these two people were selected for the
interview was because they appeared to have many of the typical qualities of youth of their
age; and also their accessibility to complete the interview. The two participants were asked
the same ‘base’, questions as in the survey, followed by several other more in-depth
questions to gain greater insight on the subjects.
The limitations of this method are that both participants are the same age and brought up in
the same decade and will therefore be exposed to similar influences in regard to celebrities
and genres. This could be compounded by them also being in the ‘teen’ age group where
celebrity endorsement if pushed the most. Hence their responses may be quite similar.
Another limitation could also be that a sampling population of ‘2’ does not allow for a wide
and diverse representation of views. A greater spread of information would have been
gathered had more of the initial respondents also had the ‘in-depth’ interviews.

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6.0 Results
The instrument I used to collect my data were surveys and 2-person interviews. The 34
people surveyed consisted of work colleagues, friends and family of both sexes. This is the
data I collected:
6.1 Question 1
Do you often purchase brand products represented by celebrities?
82% of participants seemed to like celebrity brands either a lot, or some of the time,
compared to only 24% who claimed not to purchase celebrity endorsed products.
Pie 1.
Table 1.
Voting option Responses Percentage
Yes 14 41%
No 8 24%
Sometimes 14 41%
As we can see fromthe results manypeople dopurchase brandproductsfromcelebrities;withan
evenscore of 14 participantsvoting ‘yes’and‘sometimes’.Thisis well overhalf of participantswith
41% foreach of the two.Participantsobviouslyshow thattheyare aware of celebritiesandtheir
productsand do purchase theirproducts. Thisquestionisimportanttothe questionnaire asithelps
the participantsidentifytheirownbuyinghabitsinrelationto celebrity-endorsed products. This
thengivesthema ‘stand point’fromwhichtoanswerthe otherquestions. However,the researcher
recognisesthatthese resultsare aconsequence of theirbeingjustsomany celebrity-endorsed
productson the marketthat it wouldbe difficultnottoeverbuyany.
Yes
No
Sometimes

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6.2 Question 2
Does a celebrity influence what brand you buy in an item?
Participants seemto be unsure, possibly, depending on the brand, celebrity and what the
celebrity is representing; or in fact how much they actually ‘need’ the product regardless of
any endorsements.
Pie 2.
Table 2.
Yes 4 12%
No 8 24%
Sometimes 12 64%
The majority resultwas12 responses (64%) tosometimes beinginfluenced bycelebrity
endorsementwithwhatbrandtheybuy. A further4 responses (12%) dogetinfluencedwithwhat
brand theybuyfromcelebritiesand8 responses(24%) donotget influencedatall.Once againthis
doesshowparticipantsare aware of whatbrandstheyare purchasingas well aswhatcelebrities
representeachbrand.Participantsdon’tseemthatinfluencedoraffectedbythe celebritiesfrom
whatthese resultsdoshow,withthemeitherbeingsometimesinfluencedornotat all.Asstatedin
question1,maybe participantsare justpurchasingbrandsandproductsthat theyneedand
celebritiesrepresentingthe brandsjusthappentofall underthatcategoryof whatthe participants
purchase.
Yes
No
Sometimes

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6.3 Question 3
Do you prefer to purchase celebrity endorsed products over non-celebrity endorsed
products?
Only a small percentage of participants would definitely seek out a celebrity endorsed
product. The majority seemto be unsure whether they consciously choose a celebrity or
non- celebrity endorsed brands. A large percentage does however; definitely state that they
do prefer a product due to a celebrity endorsement.
Pie 3.
Table 3.
Yes 3 9%
No 15 44%
Sometimes 16 47%
As the resultsshowparticipantsonlysometimesprefertopurchase celebrityendorsedproducts
overnon-celebrityendorsed productswith16participantsstatingyes(47%) and15 (44%)
participantssayingnotheydon’tpreferit.A low percentage of only9% (3-yesresponses) show that
people doprefercelebrityendorsedproducts.Thisisanunexpectedresultjudgingfrom the amount
of responses inquestionone thatstate peopledopurchase celebrityendorsedproducts; whereas
whatwe can see here isthat participantsprefernottopurchase celebrityendorsedproducts.Only3
participantswouldactuallypreferthese products,whichpossiblyreflects thatthey are more inthe
media’seye andcaringaboutcelebritiesandimage andhence notice celebritiesmore. Itwouldbe
goodto findout whypeople wouldn’twanttopurchase celebrityendorsedproductsovernon-
celebrityendorsed products.With16responsesalsosaying ‘sometimes’itshowsthatparticipants
don’treallymindorbotheraboutcelebrityendorsementandthe celebrity.Coulditjustbe the fact
of someone endorsingsomethingingeneral thatcouldmake participantsnot botheraboutcelebrity-
endorsedproducts?Thatwouldbe goodto consider.
Yes
No
Sometimes

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6.4 Question 4
Is a celebrity-endorsed brand more appealing than a non-celebrity endorsed brand?
Participants seemto think that celebrities don’t truly matter when buying a product and just
because a celebrity is representing it doesn’t mean that they will buy it.
Pie 4.
Table 4.
Yes 6 18%
No 21 62%
Sometimes 7 20%
As the resultsshowamajority of participants21 (62%) stated that ‘no’ celebrityendorsedbrand
aren’tmore appealingthannon-celebrityendorsedbrands.Thisshowsthatparticipantsdon’t
prefer,orso much as go outof theirwayto lookfor andseekcelebrityendorsedbrands.Thiscould
meanthat maybe celebrityendorsedbrandsandproductsdon’treallypayoff inthe longrun
anyway, as bothtypesmainly lookthe same toparticipants.Only7participantsrespondedwith
sometimesitismore appealing.Thiscouldalso be due tothe range of products representedbythe
celebrities assome categoriescould be more suited tocelebrity endorsemente.g.perfume,clothing.
A low6 (18%) of participantsactuallyfoundcelebrityendorsedbrandstobe more appealing.
Yes
No
Sometimes

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6.5 Question 5
Does it make you feel better when buying a celebrity-endorsed product?
Most participants don’t seem to bother with the emotional feelings and attachments to
celebrity products. They see the product for what it is and it’s use for them and do not
focus on the celebrity.
Pie 5.
Table 5.
Yes 5 15%
No 24 71%
Sometimes 5 15%
As gathered from the result, 5 (15%) participants believed that ‘yes’ buying a celebrity-
endorsed product does make them feel better. The same amount of people claim that
‘sometimes’ it does make them feel better. The ‘sometimes’ results could be affected by the
range of product being endorsed and by which celebrity. Certain products could be more
likely to make consumers feel better, such as make-up or clothes rather than homes wear
and outdoors products, as the consumer are wearing them and it is about their image. 24
(71%) people don’t feel better once purchasing a celebrity-endorsed product. This could be
as they see the product only as a product and do not see why it should affect their mood.
This is a large percentage, and possibly shows that marketing strategies have to understand
between the differences between the products itself making the consumer feel better, as
opposed to the celebrity associated with it.
Yes
No
Sometimes

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6.6 Question 6
Does a celebrity representing the product influence how you feel when using the item?
Similar to question 5, most participants don’t seem to bother with the emotional feelings
and attachments to celebrity products and see the product and its purpose as the products
alone and not the celebrity. Participants seem to only think of the product alone and don’t
like or want to think of themselves as the celebrity when using the product because in
reality they are not.
Pie 6.
Table 6.
Yes 7 21%
No 22 65%
Sometimes 5 15%
7 (21%) of participants claimed that ‘yes’ using a celebrity-endorsed product does actually
make them feel better when buying the product. This could be affected by who the celebrity
is as overall out of the 34 participants, this is not that big a score. A further 5 (15%) of
participants said ‘sometimes’ it makes them feel better and 22 (65%) of participants said
‘no’ it does not make them feel better. Gathered from these results it should make the
researcher and companies consider if celebrity endorsement really pays off and if it really
does sell the product overall. An interesting question, therefore, is If it doesn’t make the
consumer feel better, as shown from the strong amount of participants stating ‘no’, then
what does make the consumer want the celebrity endorsed product. This could be
something interesting to look further into.
Yes
No
Sometimes

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6.7 Question 7
Does it matter what celebrity is representing what brand or topic?
Most participants can be swayed to ‘some degree’ by which celebrity is used and if they
truly don’t like the celebrity, it will turn them off the brand and they will go for a different
celebrity endorsed product or a non-celebrity endorsed product.
Pie 7.
Table 7.
Yes 5 15%
No 15 44%
Sometimes 14 41%
5 (15%) participants claimed that ‘yes’ it does matter which celebrity is endorsing a
particular product. These participants care about the celebrity and the ‘added value’ their
endorsement brings to the product. It could be that they would not buy the product unless
they had some sort of respect or likeness towards the celebrity. Conversely, if they don’t like
the celebrity then they would not want to purchase the product. Hence, businesses should
be careful when considering whom they get to endorse their product. 14 (41%) participants
stated ‘sometimes’ their buying pattern would be influenced by the choice of celebrity. Of
course, this does not give us any insight into the reasons they choose these answers. To gain
this depth of understanding an interview would have been more suitable.
15 (44%) stated ‘no’ that they did not care about which celebrity was endorsing the
product. This is a surprisingly large result and is probably a reflection of some of the
answers to previous questions in that many consumers are not swayed by celebrity
endorsement in the first place, so it makes little difference who that celebrity is.
I
Yes
No
Sometimes

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6.8 Question 8
Could a celebrity influence you to not purchase the product/brand?
Interestingly, answers to this question show a stronger correlation to the choice of celebrity
influencing consumers ‘not to buy’ a product, than the results of question 7 for ‘buying the
product’.
Pie 8.
Table 8.
Yes 16 47%
No 9 26%
Sometimes 9 26%
A majority of participants 16 (47%) state that they may stop buying a product due to the
‘negative’ influence of a particular celebrity endorsing it. This is a big gap from ‘no’ and
‘sometimes’ which both received 9 (26%) responses.
This is an important result as it seems to indicate that choice is celebrity is very important
but not so much to influence ‘buying a product’ but more for ‘not buying a product’. It
shows that if consumers don’t like the celebrity, then they will not want to spend their
money on endorsing and contributing to the celebrity’s wealth and image.
Yes
No
Sometimes

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6.9 Question 9
If you see an advertisement of a product represented by a celebrity does it influence you to
go out and purchase that product as soon as you can?
Participants don’t seem to be swayed or influenced from seeing an advertisement with a
celebrity representing a product. Consumers seem to look at the product qualities and their
need for the product.
Pie 9.
Table 9.
Yes 8 24%
No 21 62%
Sometimes 5 15%
The winning response for question no was ‘no’ with 21 (62%) responses. This shows that
advertising with a celebrity does not encourage a consumer to go out and buy the product
as soon as they can. It does come down to the celebrity and what they’re representing and
who they are. Just because there is an advertisement it does not encourage a consumer to
purchase that product. It could be good to look into what therefore sparks these consumers
to be interested in the product.
8 (24%) people claimed ‘yes’ it does encourage them. These consumers do have an interest
and are aware of the celebrity advertisement and once seeing that advertisement they want
to grab the product the celebrity represents. 5 (15%) people claimed ‘sometimes’ it does
affect and encourage them to purchase the product. It could be that these consumers are
more concerned about being ‘seen with a particular brand’ rather than the product itself.
Yes
No
Sometimes

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6.10 Question 10
Could a celebrity influence you to purchase the product/brand?
Participants don’t seem fussed about the celebrity and only interested in the product and
what the product can offer them.
Pie 10.
Table 10.
Yes 13 38%
No 14 41%
Sometimes 7 21%
14 (41%) participants responded with ‘no’, that a celebrity does not actually influence them
to purchase a product. However, just below on 13 (38%) responses participants said ‘yes’ it
does impact and influence them to purchase the product. This is a close match, which
possibly suggest that it varies from person to person depending on their cultural views,
morals, age, and socio-economic background. Among other things that could influence why
participants may or may not want to purchase the product are: who the celebrity is, their
image, reputation, why they are a celebrity and what participants think about the celebrity.
Again, in depth interviews would be necessary to gain more meaningful insights.
A low 7 (21%) participants said ‘sometimes’ it does influence them to purchase or not to
purchase a product.
Yes
No
Sometimes

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7.0 Interviews
7.1 Interview 1
Participant: Nicole De Luca Age: 21
Subject1
Questionone;do you oftenpurchase brand products representedbycelebrities?
Yes I do.
Questiontwo, Does a celebrity,influence whatbrand you buy?
Yes itdoesbecause Ifeel the celebritiesare representingaproductthan thisproductwill be trust
worthierbecause Ifeel acelebritywill be representingit.
Questionthree;do you preferCelebrityendorsedproductsto non-celebrityendorsedproducts?
Well itdependswhatthe productis,if itbeautyrelatedIwouldprefertogo towardsmore celebrity
endorsed productswhereasif itsjustaneverydayproductorsomethingmore thaneverydaylike
perfumesandthatI wouldn’tcare much.
Questionfour: Now is a celebrity-endorsedbrandmore appealingthan a non-celebrityendorsed
brand?
It is,especiallywhothe celebrityisandwhomthey’re representingNicole defiantlyfeelslike itdoes.
Questionfive:Does it make you feel betterbuya celebrity-endorsedproductovera non- celebrity
endorsedproduct?
Nicole feelslikehermoneyiswellspentbecauseshe findscelebritiesonlytrulybackupproducts
that are good,as itdoescome downto the celebritiesname aswell sotheywontrepresent
somethingthattheydon’tbelieve inandwill make the celebritylookbad.Thisismosttimesas she
truststhe celebritywhichmakesNicolefeel goodaboutherpurchase.
Questionsix: Doesa celebrityrepresentingthe productinfluence howyou feel whenusingthe
item?
Yeah itdoesmake Nicole feelmore like andclosertothe celebrityfrombuyingtheirproduct,she is
buyingitfor a reasonbecause the celebritythatiswearingthe productNicole likesandtherefor
wouldwantto be similarandsmellinglike thatcelebrity.

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Questionseven:If you don’tlike the celebrityrepresentingaproduct but yetyou want the
product will it influence younot to purchase that product?
DefiantlyasNicole believesthatif she doesn’tlikewhatthe celebrityrepresentsorstandsforthan
she wontwant to spendherhardearnedmoneyonthe celebrityandproduct.
Questioneight:Does it matter what celebrityisrepresentingwhatbrand or topic?
Yes Nicole feelslike itdoesmatterasshe feelsasa buyer- whothe celebrityisrepresentingtheir
choice of representationof the products.ItalsoinfluencesNicole’sdecisiononthe productas she
wontwant to purchase andspendmoneyonpeople whoalreadyhave lotsof money.Nicole also
feelsthatcelebritieshave amissionandrighttobe a good role model andsomeone forpeople to
lookup to andif theyare bad and notgood role model theydon’tdeserve tohave the extraincome
especiallyif itsfake andshe wouldnotwantto furtherencourage thatat all.
Questionnine:If you see an advertisementofa product representedbya celebritydoesit
influence youto go out and purchase that product as soon as you can?
Yes itdoes,I’ma fan of the celebrityandtheirproductsIwill make sure Igo outand get that
product.E.g. the Beyoncé perfume itsmyfavourite andIlove Beyoncé soassoonas it came out
Nicole wentandpurchasedthatbecause she seemsBeyoncéasa goodrole model andpersonand
wantsto not onlyseemlike herbutalsoencourage Beyoncé inwhatshe isdoing.
Questionten: Coulda celebrityinfluence younotto purchase the product/brand?
Yes Nicole thinkssoasif the celebrityisnotsincere andthe celebrityisjustdoingitformoneyshe
will notbe encouragedtobuythat product as itturns heroff the celebrityandbrandandproduct.
Nicole believescelebrityendorsementisveryimportantfora companyandgets the productmore
knownandcreateshigherprofitbutit doescome downto the celebritytheychoose andwhatthey
representif theychoose abadcelebrityitcouldgreatlydamage the productandbrand as well.If
there backingupa product but theircontradictiongite.g.Shane Warne whowasendorsedby
Nicorette andyethe wasfoundingsmoking,thatlooksbadforthe businessandcontradictshis
message butif theydo care about the product thanthe product shouldsell verywell.
Nicole voiced the opinion that she does like celebrity endorsement and purchasing celebrity
endorsed products but she is wary and looks out for who represents and is endorsing the
product as she wont buy products from celebrities she doesn’t like. Nicole believes also that
the products the celebrities do endorse do represent a part of the celebrity and believes
they wouldn’t represent a product that is bad as it would cripple and affect the celebrity’s
image in a bad way than.

25
7.2 Analysis for subject 1
Subject1 seemstonot have much to sayon purchasingcelebrityendorsedbrandsalthoughshe does
purchase the minddoesn’tignore them.The subjectfeelsasthoughtshe doeslike brandthathave
celebritiesrepresentingabrandas the subjectcantrust the brand because the subjectbelieves
celebritieswouldnotrepresentabrandthat wouldhave a bad impacton theirname or that aren’t
trustworthyasit wouldall come downto the celebrityandtheirimage.Althoughitdoesall depend
for the subjectas for more beautyand cosmeticsthe subjectpreferstopurchase themmore
representedbyacelebritythanstandardclothesorhome wearwiththe mainreasononlybecause
the subjectwouldn’twantanythingspecial foreverydaythings.
Most importantlythe subjectemphasisthatitdoesall come downto the celebrityif thatcelebrity
has a bad name or image to themselvesitwillputthe subjectof purchasingthose brandsand
productsbecause the subjectdoesn’twanttocontribute totheirwealthaswell asinfluencingto
continue beingwhothere badimage is.Thisiswhyif ithas a goodwell groundedcelebritythatthe
subjectlikesthe subjectwill defiantlyprefertopurchase the producttheyrepresentasthe subject
feelsasthoughshe isencouragingthemaswell assupportingtheircareer,asthe subjectbelievesin
it.This alsolinksintothe subjectsanswertoquestionfive forwhenthe subjectdoesfeelsgood
whenbuyingproductsrepresentedbygoodcelebritiesthe subjectlikesasthe subjectiscontributing
to somethingandsomeone goodandfeelsasthoughthe subjectsmoneyisgoingtosomeone good
and notjust spendingmoneytowhomeverthatalreadyhasmore than theycan spend.Thisiswhy
overall if the subjectwasgoingtopurchase somethingthat iscelebrityendorsed,the celebritymust
be respectedandlikedbythe subjectorthe subjectwouldnotevenconsidercelebrityendorsed
products.
Both subject1 and 2 have similarthoughtsandviewswithcelebrityendorsement.Althoughsubject
1 wouldgomore out of the subjectswaytopurchase celebrityendorsedbrands,the subjectsboth
still believesthattheyneedtorespectthe celebrityaswell aslike the celebritywhotheyare and
whattheyrepresentinbrandsandin general astheircareer.Bothsubjectsdon’twantto handover
moneytocelebritiesthatalreadyhave enoughmoneyandthatdon’tcommitthemselvestotheir
brand.From subject1 beinga female andsubject2beinga male itdoesshow the differentthings
the differentsexeswouldpurchase wheninvolvedincelebrityendorsement.Assubject1would
prefertopurchase more cosmeticsandperfumesandsubject2 wantingtoprefertopurchase more
sportingbrandsand sportingcelebrityproducts.Thisdemonstratesthe twodifferentviewsof
celebrityendorsementfrombothsexes.
The interviewswereagoodindex of depthandanalysismore overthe surveysalthoughthe
interviewsoverall spannedoutsimilartothe surveysjustmore indepth.

26
7.3 Interview 2.
Participant: PhillipMitrov Age: 21
Subject2
Questionone;do you oftenpurchase brand products representedbycelebrities?
Phillipdoesn’treallybuymuchproductsthatare representedbycelebritiesnordoeshe take much
notice if herwere to buyan itemfroma celebrityif he wantsithe justusuallygetsitmostly.
Questiontwo, Does a celebrity,influence whatbrand you buy?
Notreallyas Phillipusuallypurchaseswhathe seesandwants,butif itwas somethingtodowith
sport andhisfavourite sportingstarhe wouldpurchase andhas purchaseditemthatthe celebrity
representingthe itemashe lovesthatcelebrity.
Questionthree;do you preferCelebrityendorsedproductsto non-celebrityendorsedproducts?
It doesn’treallymattertoPhilliphe doesn’ttake muchnotice ashe isnot verycaringabout objects
or cares much aboutlooksaboutwhathe has anddoesn’thave.If he wantssomethingrepresented
by a celebrityand he hasbeenlookingatthatitemfor a while he will purchase itwithoutmuch
notice of the celebritybuthe wontgo outof hisway topurchase a celebrityendorsedproductreally.
Questionfour: Now is a celebrity-endorsedbrandmore appealingthan a non-celebrityendorsed
brand?
Phillipdoesn’treallytake muchnotice toitat all.He wouldprobablysaylessif anythingbecausehe
doesn’tnotice it.
Questionfive:Does it make you feel better to buy a celebrity-endorsedproductover a non-
celebrityendorsedproduct?
No because itisall the same to Philliphe doesn’tnotice the celebritiesmuchunlessit’shisfavourite
sportingstar.Evan if it isfor a good cause that he donatesto itmay swinghima bitbut it wouldbe
more interestingseeingwhat celebrityisrepresentingthe cause ratherthandonatingjustforthe
celebrityrepresentingthe charity.
Questionsix: Doesa celebrityrepresentingthe productinfluence howyou feel whenusingthe
item?
No,neverwhyshouldit affecthimhe believesas were all human atthe endof the day,unless
they’re famousforbeingreallygoodatsomethingandhasa talentPhillipdoesn’tcare aboutthem.

27
Questionseven:If you don’tlike the celebrityrepresentingaproduct but yetyou want the
product will it influence younot to purchase that product?
Yes,if Phillipnoticesthe celebrityashe doesn’twanhismoneygoingtopayfor someone who
alreadyhasheapsof money,unlesstheyhaveamajortalentlike hisfavourite soccerplayersthanhe
wouldn’tcaror be fazedat all bythe celebritybecausetheyare justanotherhumanbeingtohim.
But if itssome celebrityPhil reallyhatesthanhe defiantlywontbuythe productdue tothe fact that
he doesn’tthinktheydeserveitorhe wontwantthe product if it hasthat celebrity’sname toit.
Questioneight:Does it matter what celebrityisrepresentingwhatbrand or topic?
Yes,if Phil were tonotice as similartothe questionabove Phil wontwanttospendmoneyona
celebritythatisrepresentingsomethingandyethe hatesthe celebrityandwhathe standsfor e.g.
the Kardashianfamily,Phil believestheyare talentlessandhave toomuchmoneyfordoingnothing
and wouldpurposelynotpurchase onof theirproductsfor himor anyone.
Questionnine:If you see an advertisementofa product representedbya celebritydoesit
influence youto go out and purchase that product as soon as you can?
No,Not unlessit’sPhil’sfavourite soccerstarwhohe adoresand wantsto contribute towardshis
future andtalent.If tisnot himPhil isn’tfazedanddoesn’tcare aboutthem, especiallyif theydon’t
standfor what theyrepresent.
Questionten: Coulda celebrityinfluence younotto purchase the product/brand?
Yes,because Phil doesn’twanttopurchase itemsthatare representingbytalentlesscelebrities
especiallywhentheydon’tstandforwhattheyrepresentorabad role modelsashe doesn’tfeel the
deserve it.If theyhave talenthe ismore thanwillingtosupportthemashe wouldhisfriends
because he enjoyswatchingorviewingthem.Phil believe celebrityendorsementcanworkon the
person,andthe celebrityif it’sacelebritypeople hate thanhe thinkspeople wontwanttopurchase
the itemsas youwouldn’tbysomethingof someone youhate fromschool orworkso whyshouldhe
purchase somethingfromacelebritywhohasmuchmore moneyanddoesn’tknow or care about
him.
Phillip vary rarely does purchase celebrity endorsed products, although when he does he
mainly purchases products endorsed by his favourite sporting stars as he feels that his
money will be well spent on talented people rather than a celebrity that gets famous over
no reasons e.g Kardashian family. Phillip doesn’t take much notice into celebrity
endorsement at all but does believe that it does matter who is representing what product
and also who they stand for and who they are as a person, which would effect if he would
buy a product that is celebrity endorsed.

28
7.4 Analysis for subject 2
Subject2 doesn’tusuallylookintocelebrity-endorsedproductsnorpurchasesthem.The onlyreal
excuse forthe subjecttopurchase celebrityendorsedproductsisif theirrepresentedbysporting
celebritiesthatthe subjectholdsdeartohisheart.The subjectdoesn’treallyfeel influencedby
celebritiesandwhatbrandstheyendorse asif the subjectlikesanitemthe subjectwillmost
properlypurchase itIf the subjectseesitisrepresentedbyacelebritythatthe subjectdoesn’tlike,
dependingonhowmuchthe subjectlikesthe productwilltrulyinfluence if the subjectwill goahead
and purchase the productor not. Due to the subjectnotreallypayingattentiontocelebrity-
endorsedproductsthe subjectdoesn’tfeelinfluencedorgoodafterbuyingtheirproductsas he sees
all product the same.Unlessitis a pairof sportingequipmentorsomethingrepresentedbythe
subjectsfavourite sportingstarthanhe will wantto achieve andperformlike those sporting
celebrities.
If the subjectdidnotice thata product wasrepresentedbyacelebrityhe didn’tlike oragree with
the subjectwouldmostlikelybe still turnedof themdependingonhow muchhe doesn’tlike them.
Thisis due to the fact that the subjectbelievesthatthe celebritydoesnotdeserve the subject’s
moneyandencouragementtowhatthe celebrityisdoing.Thisisalsowhyif the subjectseesan
advertisementwiththe subjectsfavourite sportingstaradvertisingsomethingnew the subject
wouldbe intriguedtoatleastlookintothe product or be aware of itto ask aroundabout the
productas the subjecttruststhe celebrityandwhatthe celebrityrepresents.
Both subject1 and 2 have similarthoughtsandviewswithcelebrityendorsement.Althoughsubject
1 wouldgomore out of the subjectswaytopurchase celebrityendorsedbrands,the subjectsboth
still believesthattheyneedtorespectthe celebrityaswell aslike the celebritywhotheyare and
whattheyrepresentinbrandsandin general astheircareer.Bothsubjectsdon’twantto handover
moneytocelebritiesthatalreadyhave enoughmoneyandthatdon’tcommitthemselvestotheir
brand.From subject1 beinga female andsubject2beinga male itdoesshow the differentthings
the differentsexeswouldpurchase wheninvolvedincelebrityendorsement.Assubject1would
prefertopurchase more cosmeticsandperfumesandsubject2 wantingtoprefertopurchase more
sportingbrandsand sportingcelebrityproducts.Thisdemonstratesthe twodifferentviewsof
celebrityendorsementfrombothsexes.
The interviewswere agoodindex of depthandanalysismore overthe surveysalthoughthe
interviewsoverall spannedoutsimilartothe surveysjustmore indepth.

29
8.0 Discussion
The hypothesis expected for this research was that a consumer would prefer to purchase a
celebrity-endorsed product over a non celebrity endorsed product. Gathering from the
results from the surveys and interviews, this hypothesis has been proven incorrect, which is
surprising. The researcher first assumed that celebrity endorsement does affect consumers
buying wants and needs; and also does influence consumers to purchase a celebrity
endorsed product over a non-celebrity endorsed product. The reason for this hypotheses
being chosen is that in the 21st centaury celebrities have, become idols in culture, religion,
morals and fashion, especially to the younger generations. Celebrities are much more in the
media’s eye and are able to promote themselves on social media sites, magazines and TV.
Mobile phones and the Internet have also make it a lot easier to access and find things out
about celebrities. From this it is a lot easier for celebrities to promote and advertise
themselves, who they are and their products they endorse or own. Hence, based on these
reasons for choosing the hypothesis, the results are even more surprising.
As shown by the results, overall most participants believe that it all depends on whom the
celebrity is and what they represent, as to whether a person will choose a celebrity-
endorsed product over a non-celebrity endorsed product. This is also what Hoveland and
Weis 1951-52 state, “The effectiveness of a message depends on trustworthiness and
expertness.”
Participants don’t seem to worry so much about the excitement of buying a celebrity
endorsed product or that they must have of a product represented by a certain celebrity.
Participants seem to think more about whom the celebrity actually is and if they like the
celebrity. This actually ties in exactly with a statement from Carolyn Tripp, Thomas D.
Jensen and Les Carlson 1994 that believe from their research that if a celebrity is
trustworthy, has a good appearance and is perceived in a positive manner, then their
endorsement will have a positive effect in selling the product, as compared to celebrities
perceived negatively. Then depending if they have respect and an affinity for the celebrity,
they may be influenced to purchase that product. For instance Nicole De Luca in interview 1
stated that she would not want to buy something from the Kardashian brand, as she
believes they are famous for no reason at all. Furthermore. Nichole argues, why should she
spend her hard earned money and support a celebrity that has too much money anyway
and has received all their fame from only their looks.

30
In terms of secondary research (literature review), this contributed immensely to the thesis
topic because it covered the overall topic on celebrity endorsement and why consumers
purchase celebrity endorsed products. But, just as important, it looks at what goes on in a
consumer’s mind when thinking about purchasing a celebrity-endorsed product. However,
all articles that have been found date to the 1980’ s-1990, as it appears there was not much
research or articles published in the 21st centaury. Hence it was felt that some of this early
research might not be wholly relevant to the present day, as technology, advertising and
celebrities in general have changed immensely in the past 15-20years. This is due to many
reasons, but in particular to the wide spread use of mobile phones, laptops, internet and
social media, which make information so much more accessible to todays consumers
compared to those of the 1980’s-1990’s. This technology also give the media much more
power in both creating a good celebrity image or in tarnishing it by writing or ‘posting’ an
item that has the potential to reach the whole world almost instantly. Although looking
past these limitations in the literature review, it did help in giving a better insight on how
consumers thought in the 80s and 90s compared to the 21st. It also helped to build a
greater understanding of what was to be asked in the surveys and interviews.
The two one on one interviews helped a great deal in uncovering a more in depth analysis of
the questions. Both participants had some similar views on celebrity endorsement but some
radically different attitudes.
Participant one, Nicole De Luca, does like celebrity endorsement and does purchase certain
items with celebrity endorsement, but does have to like and respect the celebrity. She feels
good wearing the celebrity’s items and does like to collect her favourite celebrities products.
But participant two, Phillip Mitrov, isn’t so fond of celebrity endorsement and only
purchases sporting goods and clothes that are represented by his favourite sporting stars.
Phillip Mitrov doesn’t believe in celebrity endorsement and is never influenced by it, or
advertisements of the celebrities and their product. He believes that although your view of a
product can be affected by a celebrity endorsement, overall the products are the same as a
non-celebrity endorsed product. He also feels that if he does purchase a celebrity endorsed
product, then his money is going towards the celebrities paycheques and self esteem – both
of which they already have too much off in most cases. Both Nicole De Luca and Phillip
Mitrov find that celebrity endorsement only truly works if celebrities know their product
and represent it well, but ultimately it does come down to who the celebrity is and if they
are respected by the public.
From these insights of the interview participants, the researcher was able to gather a
greater depth of knowledge into why survey participants answered what they answered in
certain questions.

31
Regarding both the Literature Review and the Research Results; there are some limitations
that have arisen. Firstly as mentioned and explained beforehand, most articles date back to
1980’s-1990’s. Secondary the articles talk and deal with a lot of hypothesised research
models that explain why consumers react and are influenced in the way they are. This held
very limited information to the researchers topic. The main point that can be compared in
the Literature Review and Research Results, is the consistent answer to the question “could
a celebrity influence you to not purchase the product/brand?” establishing the answer as
yes.
Celebrity endorsement, especially in the 21st century, has become a major and increasingly
popular marketing tool. , Whether inner city or suburbs are celebrity endorsed averts for a
wide range of products, from clothing to home ware, cosmetics to electrical. This makes it
more surprising that celebrity endorsement doesn’t necessarily work and pay off. From the
research results it is obvious that the right celebrity has to be picked for the right product in
order to influence the correct target market. If the public does not like the celebrity, than as
suggested from the survey and interview results, the product has less chance of selling, as
consumers do not want to further influence of this particular celebrity and their career. This
is why it is extremely important for businesses, when selecting a celebrity to represent their
product, to select careful after getting an excellent understanding of who their target
market is and whether the celebrity would have credibility with this market. If the wrong
celebrity is selected, it could impact on sales greatly, as consumers would transfer the
negative thoughts toward the celebrity onto the product. This is also bourn out by Carolyn
Tripp, Thomas D. Jensen and Les Carlson 1994, who believe success is dependant on the
celebrity and their image to the public. The same thoughts are echoed by Hoveland and
Weis 1951-52, who state that if the celebrity does not use the product, it shows the
celebrity has no respect or belief in the product, so why should consumer purchase it.
The main important points drawn from the research are as follows:
- Celebrity endorsement on its own rarely influences consumers to purchase products.
- Celebrity endorsement only truly works if the celebrity uses, suits and can work well with
the product
- Consumers do not necessarily prefer celebrity-endorsed products over non celebrity
endorsed products, but rather the best appropriate product for the consumer.
- Celebrity endorsement cannot work well unless the celebrity is representing a product
similar to their celebrity status.
- Most importantly celebrity endorsement only truly works if the celebrity is respected, liked
and wanted the public
These points are taken from both the research question answers and the literature review
articles, which tie in with each other.

32
As mentioned, the limitations of the primary research are the possibility of bias results, as
most participants where of similar age, social groups and influence resulting in similar
opinions.
In terms of literature research, again there was little information provided on whether
celebrity endorsement affects consumers buying wants and needs. If this topic had been
explored further, or more recently with more recent studies, this would have helped and
affected the thesis, with possible different results emerging.
If the research where to be conducted again, it would be suggested that the time frame be
increased, a variety of research methods used and a more diverse group of participants
chosen in both age and social backgrounds. In this way different views, such as those of the
‘older generation’ could be obtained. This would be interesting as it is the ‘older
generation’ that were the consumers in the 80s and 90s when this method of marketing first
took off to such a large degree. Lastly, the number of participants could be increased, again
to gather greater and more reliable information.
Overall, the results were quite surprising to what was hypothesised. The researcher believed
that celebrity endorsement did have a larger impact on consumers buying wants and needs
than what was revealed from the results.

33
9.0 Conclusion
As mentioned in the summary of the beginning of the thesis; many conclusions where
drawn from both the literature review research as well as the primary research. This
research impacted and helped immensely to the research question and helping better to
understand the answers.
Referring back to the objectives and questions; (combined literature review objectives and
overall thesis questions)
- Does celebrity endorsement influence a consumer to buy a celebrity-endorsed
product over a non-celebrity endorsed product.
- Does it matter what celebrity is representing a product.
- Could a certain celebrity representing a product discourage a consumer to not
purchase the product represented by that celebrity.
All objectives and questions were answered throughout the analysis of the thesis research.
The main conclusions brought up from this thesis research are that celebrity endorsement
does work for businesses and companies, depending on whom they use as a celebrity and
for what product. It is especially important to consider the celebrity’s personality and
reputation to the public before considering them to represent a product. The celebrity also
has to match and have something in common with the product for consumers to consider
that the celebrity does also like the product and is representing it well. If a consumer feels
cheated or dislikes the celebrity or if they feel as though the celebrity doesn’t represent the
product well there is a higher chance of the consumer not purchasing those certain products
represented from that particular celebrity.

34
10.0 References/Bibliography
1. Carolyn Tripp, Thomas D. Jensen and Les Carlson. The Effects of Multiple Product
Endorsements by Celebrities on Consumers' Attitudes and Intentions, Page 536 of 535-547,
Journal of Consumer Research © 1994, viewed 31 July 2013,
http://www.jstor.org/stable/2489757?seq=2
2. Grant McCracken. Who is the Celebrity Endorser? Cultural Foundations of the
Endorsement Process, Page 310 of 310-321, Journal of Consumer Research © 1989,
3. Barbara A. Lafferty, Ronald E. Goldsmith. Corporate Credibility’s Role in Consumers’
Attitudes and Purchase Intentions When a High versus a Low Credibility Endorser Is Used
in the Ad, FLORIDA STATE UNIVERSITY, Tallahassee, Florida USA,
http://www.sciencedirect.com/science/article/pii/S0148296398000022
4. Kevin Lane Keller. Conceptualizing, Measuring, and Managing Customer-Based Brand
Equity, Page 1 of 1-22, Journal of Marketing © 1993 American Marketing Association,
5. Jagdish Agrawal and Wagner A. Kamakura. The Economic Worth of Celebrity Endorsers:
An Event Study Analysis, Page 56 of 56-62, Journal of Marketing © 1995 American
Marketing Association, http://www.jstor.org/stable/1252119

35
11.0 Appendices
Online survey was created from Survey Monkey www.surveymonkey.com.au.
All 34 participants were from Melbourne, Australia North West suburbs both male and
female.
Survey questions:
1. Do you purchase brand products represented by celebrities?
2. Does a celebrity, influence what brand you buy?
3. Do you prefer to purchase celebrity endorsed products over non-celebrity endorsed
products?
4. Is a celebrity-endorsed brand more appealing than a non-celebrity endorsed brand?
5. Does it make you feel better when buying a celebrity-endorsed product?
6. Does a celebrity representing the product influence how you feel when using the item?
7. Does it matter what celebrity is representing what brand or topic?
8. If you don’t like the celebrity representing a product but yet you want the product will it
influence you not to purchase that product?
9. If you see an advertisement of a product represented by a celebrity does it influence you
to go out and purchase that product as soon as you can?
10. Could a celebrity influence you to purchase the product/brand?
Answers were categorised by yes, no or sometimes.
2 interview participants, Nicole De Luca 21 and Phillip Mitrov 21.

Does Celebrity endorsement affect consumers buying wants and needs-1

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