Consumer Buying Behavior Essay

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THE EFFECT OF CELEBRITY ENDORSEMENT ON YOUNG CONSUMERS’ FASHION BRAND ASSOCIATIONS IN HONG KONG A Thesis Submitted In Partial Fulfillment of the Requirements For the Degree of Bachelor of Arts (Honours) in Fashion & Textiles (Fashion retailing Specialism) Under the Supervision of Ms Alice, Chu Wai Ching By Rain, Tsz San KWONG Institute of Textiles & Clothing The Hong Kong Polytechnic University 2010 ACKNOWLEDGEMENTS I would like to express my sincere gratitude to Ms Alice, Chu Wai Ching, for her constant guidance, unlimited support and understanding, invaluable advice as well as sustained interest throughout my preparation of the project work. Special thanks would be given to Dr Xu Bin Gang, Dr Jason Choi, Mr Robert Lau, and , Ms Paulene Hsia for their great support on my study. Valuable opinions and comments are given by teachers to solve my encountered difficulties. Besides, I would like to show my greatest thankfulness to Amy, Kylie, Cyrus, and Freeman for their endless support and encouragement. I would also like to show my appreciations to all my friends for helping me to complete and circulate the research questionnaire, and most importantly, I would like to thank my parents for their unconditional love and care. ABSTRACT As an international metropolis like Hong Kong, fashion retailers are eager to strike for and sustain a competitive position in the market. Since numerous brands emerge consecutively over years, fashion retailers nowadays no more merely focus on the importance of physical products but also on the peripheral cues which help building up strong brand equity via strengthening the brand associations in consumers’ mind. In this study, the essential elements of celebrity endorser’s persuasiveness and consumers’ brand associations and their relationships were investigated in Hong Kong market. Since this issue has not been
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