Prepare this assignment according to the guidelines found in the APA Style Guide. An abstract is required. In the proposed research study, the extent to which celebrity endorsement influences the consumers will be determined. The report will not only discuss the impact of celebrity endorsement on consumers but it will also compare the consumer purchasing behaviour as a result of celebrity endorsement in the past, present and future. The primary research objectives will be to evaluate the influence of celebrity endorsement on perceptions and attitude of consumers towards the brand, celebrity and advertising. To investigate the research question, both the qualitative and quantitative research methodology will be used. In the qualitative research methodology, the theoretical concepts and published research work will be used. Primary data will be collected through a survey which will be conducted in location and a total of 250 participants belonging to different professions will be asked to fill the designed questionnaires. The questionnaire will be designed to collect data on demographics and selected variables. The identified dependent variables are perception of consumers about the brand, perception of consumers about the brand, attitude of consumer towards endorser, attitude of consumer towards brand, attitude of consumer towards advertisement, Popularity of advertisement, effectiveness and sales and the independent variable are Trustworthiness, characteristics of endorser, attractiveness, likeability and awareness. The collected data will be analysed through SPSS software tools such as cross tabulation, frequency analysis, correlation and internal consistency analysis.

The potential problems that can emerge while conducting this research study include the unwillingness of consumers to cooperate, socially acceptable answers, self interest of public and geographical limitation.

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