Celebrity Endorsements and Consumer's Perception of Product Quality

ISBN-13: 9783838381435 / Angielski / Miękka / 2010 / 148 str.

Michael Busler

Opis

Consumers purchasing decisions are based on many factors. The primary factor is the consumers perception of value. Consumers determine value by judging the perceived benefit of the product and then weighing that benefit against the price. Producers will be able to sell their products to consumers if their product is perceived to give the consumer the greatest value. In order to set a profit maximizing price and still have the consumers perceive value, the perceived benefit must be as high as possible. This research shows that by using a properly matched and positively viewed celebrity endorser in the advertisments for the products, consumers will perceive the product to be of higher quality and they will be willing to pay a higher price.In addition this research shows how to administer an experiment using surveys to test marketing concepts. Sample questionnaires and data analysis techniques are also shown.

O autorze

Dr. Michael Busler, is an Associate Professor of Business, and a Fellow at the William J. Hughes Center for Public Policy at Richard Stockton College. He has been published in nine different academic journals and has presented his research in ten countries. He earned his doctorate at Drexel University.