To what extent are the use of celebrity endorsements, as a marketing tool, able to impact upon women's fashion consumption within the United Kingdom?

Aim The aim of this study is to research the use of celebrity endorsements within the United Kingdom and how they affect women's fashion consumption. Differences between ages of consumers and their purchasing behaviour will be explored to meet the objectives of the research. Design Methodology This study adopted a quantitative approach whereby a survey method was used to gather data. Data was gathered using an online survey which was distributed by email and social media and was analysed using descriptive statistics, charts and graphs. Findings The findings of this study suggest that celebrity endorsements can impact women's fashion consumption within the United Kingdom, but not to the extent that the literature suggests they are able to. The research shows that consumers aged 18 to 25 are more influenced by celebrity endorsements than older consumers, those aged 46 and older. The research also identified that public advertisements were noticed most frequently by respondents than any other type of advertisement. In relation to the factors which make celebrity endorsements attractive, the respondents answers reflected in the majority more towards the attributes of the product and the brand rather than the endorsement by a celebrity. Finally, the research found that for most respondents, celebrity endorsements do not have a positive influence over feelings of fulfilment in relation to clothing purchases.Limitations Data was collected from a limited number of respondents, 152. Although this is considered a representative sample, a larger number of respondents to some extent may have varied the conclusion reached. Data most relevant to the aim and objectives was discussed due to time limits, however it is considered that the survey uncovered other insights worthy of future investigation.ba_busmanunpub2653_ethesesunpu