1    

Name: Nguyen Chi Nghia

Concentration: Marketing

Proposed Project Topic: Impact of celerity endorsement on Vietnamese consumers’ buying

behavior

1. Explain how this topic meets the criteria set out in the Project Guidelines

The concept of celebrity endorsers are not a new phenomenon in marketing field.

However, there has been an increasing trend of using the famous people to attract consumers

toward a specific brand. Although this method is not new in the world, there are not many

studies on this means of marketing in Vietnam. Especially in the case of how celebrity affects

consumers’ buying decisions.

2. Identify the main PROBLEM to be researched

In this project, I would like to examine in depth the relationship between celebrity

endorsers and Vietnamese consumer behaviors.

More specifically, the main purpose of this project is to determine whether the celebrity

endorsement will help the company to increase sales by affecting directly to the consumers

buying behaviors.

3. Give details of the THEORETICAL MATERIAL to be used. Include an indicative

bibliography

• General information about celebrity endorsement

• Explain the consumers buying behaviors

• Some studies that i would use in this project:

LOI NGUYEN � 19/2/2015 19:12Comment [1]: Very  good!  

LOI NGUYEN � 19/2/2015 19:13Comment [2]: Please  check  your  paras  and  English  usage.    

LOI NGUYEN � 19/2/2015 18:55Comment [3]: How?  Based  on  what  i.e.  theories  to  support  and  data  collection?  And  what  method  that  you  will  use  to  do  so.    

LOI NGUYEN � 19/2/2015 18:52Comment [4]: How  do  you  do  that?  Please  be  specific.  

LOI NGUYEN � 19/2/2015 18:59Comment [5]: No  need  for  descriptive  details  –  do  you  have  academic  theory  for  this?  

LOI NGUYEN � 19/2/2015 18:59Comment [6]: Based  on  what  theories?  

2    

- Zafer, E. (1999). Celebrity Endorsement: A Literature Review. Journal of Marketing

Management.

- Matthias Roderstein (2005). Celebrity Endorsement: Celebrity Endorsements: Theoretical

Explanations of Meaning Transfer - and schema based models - recent developments.

- Debiprasad Mukherjee. (August 2009). Impact of Celebrity Endorsements on Brand

Image

4. Project objectives

• Examining the relationship between celebrity endorsers and buying behavior

• Explaining the reason why many companies have used celebrities to attract

consumers

5. Outline your proposed research methods giving the reasons to justify the methods

selected

In this project, I would like to use the quantitative research method to collect the data in

order to examine the relationship between the two above variables. The questionnaires will

collect the consumers’ behavior about whether they are affected by celebrity endorsers when

they decide to buy a product.

In addition, I also use some studies about celebrity endorsement advertisings in other

countries with the similar cultures with Vietnam. The purpose of this comparison is that analyze

how this marketing tool affects the consumers behaviors.

Nghia,    

Good  topic  but  you  need  to  consider  how  to  find  data  and  academic  research  for  your  findings.  You  need  both  to  support  your  arguments.  Good  start!  

Happy  Tet!  

Loi

LOI NGUYEN � 19/2/2015 19:13Comment [7]: Good  sources  OK  for  now    but  you  need  more!  

LOI NGUYEN � 19/2/2015 19:03Comment [8]: How  to  compare  please  explain.  Correlation  relationship!.  Hint!  

LOI NGUYEN � 19/2/2015 19:02Comment [9]: There  is  another  indicator  here?  Again  you  need  to  be  careful  to  plan  out  on  how  to  collect  data.    

LOI NGUYEN � 19/2/2015 19:04Comment [10]: To  broad-­‐  need  to  define  as  quan  research  would  include  survey  closed  ended  questions  etc.    

LOI NGUYEN � 19/2/2015 19:05Comment [11]: I  see.  Granted.  So  why  don’t  you  tell  me  from  the  beginning?  J  Rephrase  pls.  

LOI NGUYEN � 19/2/2015 19:07Comment [12]: Is  it  another  field  to  examine?  Careful  your  research  is  about  relationship  between  celebrity  endorsement  and  consumer  behavior.  Don’t  go  far  as  you  wont  have  time.