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THE IMPACT OF BRAND ADVERTISING AND CELEBRITY

ENDORSEMENT ON CONSUMER BUYING BEHAVIOUR":

BURBERRY, UK

ABSTRACT

Brand advertising and celebrity endorsement are two important factors for an organisation to

gain success in the business environment, which is highly competitive. These can act as the

important sources for the organisation in order to maintain the quality of their products and

services that can influence the buying behaviour of the consumers. In the following research,

different theories and models related to the buying behaviour and celebrity endorsement will

be observed in order to gain its impact over the company’s overall performance in the market.

The researcher will be conducted on Burberry, one of the famous retail markets of UK known

for its highly luxurious brands and products. Application of secondary data analysis will be

used in order to collect relevant data and information in order to understand the impact of

brand advertising and celebrity endorsement on the buying behaviour of the customers. The

researcher will try to use the quantitative data analysis techniques in order to perform better

analysis of the collected data. Based on the outcome, the researcher will try to enlist different

recommendation that can help the organisation effectively in order to establish brand

advertising and celebrity endorsement strategies to gain their target customers from the

market.

ACKNOWLEDGEMENT

Conducting this research has been one of the most enriching experiences of my life. The

contribution of this research to enhance my knowledge base and analytical skill has been

paramount. It gave me the opportunity to face challenges in the process and overcome them.

This would not have been possible without the valuable guidance of my professors, peers and

all the people who have contributed to this enriching experience. I would like to take this

opportunity to thank my supervisor ----------------------- for the constant guidance and support

provided to me during the process of this research. It would not be justified if I did not thank

my academic guides for their important and valuable assistance and encouragement

throughout the research process. I would also like to thank my friends who had provided me

with help and encouragement for collecting primary data and valuable resources. Finally, I

would like to thank the professionals from the retail industry who have participated in the

research survey and provided with valuable inputs into the subject. The support of all these

people has been inspiring and enlightening throughout the process of research in the subject.

Heartfelt thanks and warmest wishes,

Yours Sincerely,

Table of ContentsChapter 1: Introduction..............................................................................................................7

1.1 Introduction..........................................................................................................................7

1.2 Research Aim.......................................................................................................................7

1.3 Research Objectives.............................................................................................................7

1.4 Research Questions..............................................................................................................8

1.5 Background of the research topic.........................................................................................8

1.6 Background of the company: Burberry................................................................................9

1.7 Rationale..............................................................................................................................9

1.8 Research Structure.............................................................................................................10

1.9 Summary............................................................................................................................12

Chapter 2: Literature Review...................................................................................................13

2.1 Introduction........................................................................................................................13

2.2 Conceptual Framework......................................................................................................13

2.3 Buying behaviour of the customers....................................................................................15

2.4 Buying procedures of the consumers.................................................................................15

2.5 Model of buying behaviour of the customers: Howard Seth Model..................................17

2.6 Brand Building...................................................................................................................18

2.7 Celebrity and trustworthiness.............................................................................................20

2.8 Gap of the literature...........................................................................................................21

2.9 Summary............................................................................................................................21

Chapter 3: Research Methodology...........................................................................................23

3.1 Introduction........................................................................................................................23

3.2 Outline of the Method........................................................................................................23

3.3 Research Onion..................................................................................................................23

3.4 Philosophy of the Research................................................................................................24

3.4.1 Justification for the choice of Research Philosophy.......................................................24

3.5 Approach of Research........................................................................................................25

3.5.1 Justification for the choice of Research Approach.........................................................25

3.6 Design of Research............................................................................................................25

3.6.1 Justification for the choice of Design of Research..........................................................26

3.7 Collection of Data..............................................................................................................26

3.7.1 Sources of Data...............................................................................................................27

3.7.2 Techniques of Data: Quantitative....................................................................................27

3.8 Population and Sample.......................................................................................................27

3.8.1 Technique of Sampling...................................................................................................28

3.8.2 Sample size......................................................................................................................28

3.9 Ethical Consideration.........................................................................................................28

3.10 Limitations of the Research.............................................................................................28

3.11 Time Horizons..................................................................................................................29

3.12 Summary..........................................................................................................................30

Chapter 4: Data Analysis.........................................................................................................31

4.0 Introduction........................................................................................................................31

4.1 Quantitative analysis..........................................................................................................31

4.1.1 The superiority of Burberry that consumers find more attractive...................................31

4.1.2 Global emerging brand market of Burberry....................................................................32

4.1.3 Revenue of Burberry across the years.............................................................................33

4.1.4 Earnings by eminent sports persons as far as fashion branding is concerned.................34

4.1.5 Importance of brand value for the customers of Burberry..............................................34

4.1.6 Branding can help to influence the decision making process of the customers..............35

4.1.7 Brand Advertising as the parameter for the behaviour of the customers........................37

4.1.8 Branding strategy to enhance the sales of the organisation............................................38

4.1.9 Celebrities that have endorsed Burberry and the revenue they have earned...................39

4.2 Summary............................................................................................................................39

Chapter 5: Findings..................................................................................................................41

5.1 Burberry and its superiority...............................................................................................41

5.2 European market of Burberry.............................................................................................41

5.3 Burberry and its rising revenue..........................................................................................41

5.4 Burberry to stay up in the competition...............................................................................42

5.5 Burberry’s influence on customer’s decision-making.......................................................42

5.6 Future marketing strategies for Burberry...........................................................................42

5.7 Marketing Mix of Burberry................................................................................................42

5.8 Marketing objectives of Burberry for the customers.........................................................43

5.9 Social media approach of Burberry....................................................................................43

5.10 Design of the stores of Burberry......................................................................................43

5.11 Customer retention and expectation.................................................................................44

5.12 Contingency plan of Burberry..........................................................................................44

5.13 Factors that are helping Burberry to enhance their brand recognition.............................44

5.14 Influence of Burberry on Celebrity endorsement.............................................................45

5.15 Summary..........................................................................................................................45

Chapter 6: Conclusion and Recommendation..........................................................................46

6.1 Conclusion..........................................................................................................................46

6.2 Linking with the objectives................................................................................................46

6.3 Recommendation................................................................................................................48

6.3.1 Online Market.................................................................................................................48

6.3.2 Better promotional and marketing activities...................................................................48

6.3.3 Target market expansion.................................................................................................49

6.3.4 Celebrity endorsement strategy.......................................................................................49

6.3.4 Promotional techniques for effective celebrity endorsement..........................................49

6.4 Limitations of the research study.......................................................................................50

6.5 Further Scope of the study of the research.........................................................................50

Reference List..........................................................................................................................51

Appendices...............................................................................................................................57

Table of Figures

Figure 1: Structure of Dissertation...........................................................................................13

Figure 2: Conceptual Framework.............................................................................................16

Figure 3: Different factors of Buying Procedures of the customer..........................................19

Figure 4: Howard Seth Model..................................................................................................20

Figure 5: Different factors brand building...............................................................................22

Figure 6: Research Onion.........................................................................................................26

Figure 7: Research Design.......................................................................................................28

Figure 8: Superiority of Burberry............................................................................................34

Figure 9: Global brand market of Burberry.............................................................................34

Figure 10: UK revenue of Burberry.........................................................................................35

Figure 11: Earnings of sports persons from branding..............................................................36

Figure 12: Fashion brands in the UK according to customer preference.................................37

Figure 13: Strategies taken by Burberry to market their products...........................................37

Figure 14: Factors that influence customers to opt for Burberry.............................................39

Figure 15: Burberry branding strategy to increase sales..........................................................40

Figure 16: Celebrities and their earnings from Burberry.........................................................41

List of Tables

Table 1: Time Horizon.............................................................................................................31

Table 2: SWOT Analysis of Burberry.....................................................................................43

Chapter 1: Introduction

1.1 Introduction

The behaviour of the customers is one of the major aspects of an organisation in order to set

effective strategic plan to gain competitive advantage from the market. The buying behaviour

of the customers can help an organisation to analyse their targeted customers and to set a

proper business plan in order to promote their products and services in the market. As it is

found that, the parameter of the competition in the market are increasing day by day,

companies are using the help of different plans to attract the new customers and to retain their

existing customers. The major objective of the companies is to develop an effective strategic

plan to attract the attention of their target customers in the market. The following chapter will

try to deal with the basic ideas of the research topic based on the impact of the celebrity

endorsement and brand advertising on the buying behaviour of the customers. The chapter

will try to highlight the background of the company, different research questions and

objectives that can help the researcher to gain further knowledge and information as the

research progress.

1.2 Research Aim

The aim of the following research is to try to investigate the behaviour of the customers and

their decision-making process related to the effect of the advertising a brand and endorsement

of the celebrity. In this research, the researcher will try to analyse different aspects related to

the customers' behaviours in order to analyse its effects in the strategic plan of the company.

The researcher selected the Burberry in order to analyse the impact of the celebrity

endorsement and brand advertisement in better and detailed way. The researcher will try to

take the help of different theories and models to create a relationship between the customer's

buying behaviours with the celebrity endorsement and brand advertisement.

1.3 Research Objectives

According to the aim of the research, the researcher will frame the objective of the research

as it can help the researcher to produce deep penetration to the topic of the following

research. The researcher can be able to develop the subdivision of the research taking the help

of the research objective and it can help the researcher to make proper categorization of the

entire research topic. The research objectives of the following research topic are enlisted

below:

To analyse the impact of the celebrity endorsement in the retention of the customers

To evaluate the importance of brand advertising of consumer’s buying behaviour

To recognise the importance of celebrity support to enhance product brand

To identify different factors that are related to the customer satisfaction, preference

and choice

1.4 Research Questions

The researcher can take the help of the research topic in order to understand the importance

of the research in the proper and detailed way. Moreover, the development of the research

questions can help the researcher in order to give focus on those areas that can help the

researcher to earn useful and effective information along with relevant data related to a topic

of the research. The list of the research questions of the following topic are enlisted below:

What is the impact of the celebrity endorsement in the retention of the customers?

What is the role of brand advertising to find different aspects of consumer’s buying

behaviour?

How can celebrity support help an organisation to enhance their product brand?

What are the major factors that are affecting the customer satisfaction, preference and

choice?

1.5 Background of the research topic

Branding is termed as the concept in order to attract the customers with products and services

of the company. Branding can help the company to enhance an effective communication

process between the sellers and the buyers. Moreover, branding can help the company to

develop a relationship with their customers based on confidence and trust that can help the

company to develop its loyalty and image in the market. Brand advertisement can act as one

of the major aspects to bring improvement in the participation of the company in the market.

Most of the customers in the UK are rely on the brand and it can help the company to

produce better dominance and control in the market comparing to their major competitors

(selligent.com, 2016).

Marketers in the UK try to endorse famous celebrities along with their services and products

in order to promote their services and products in an effective way to make them successful

in the market. The main motive of the company to endorse celebrities is to attract those

customers who are the followers of that particular celebrity so that they can be able to

increase their sales and try to bring changes in their perceptions to increase their brand image

in the market (Furnham, 2014). The organisation is the UK are showing their response to give

focus on to develop the better quality of services and products in order to maintain their

goodwill and trying to give focus on developing the brand to enhance the sale of specific

products and services (Carlson, 2014).

1.6 Background of the company: Burberry

Burberry is one of the largest luxury fashion house in the UK. The company is famous for its

authentic and luxurious products and they distribute different types of products like fashion

accessories, outerwear, trench coats, sunglasses, ready to wear, cosmetics and fragrances. The

company was established in 1856 and they were focusing on to manufacture outdoor attire.

Burberry is recognised as one of the premium manufacturers of different branded products

and they are ranked 73rd in the Interbrain's report of a best global brand. The company is

consisting of more than 500 stores in major areas of UK (burberryplc.com, 2017).

1.7 Rationale

The researcher has chosen the following research topic in order to analyse the impact of the

celebrity endorsement and brand advertising on different aspects related to the behaviour of

the customers. Most of the customers in the UK are showing their willingness to move

towards the branded products from the local products that are trying to show that the

customers are aware of the brands and products in the market. In UK society, the brand name

is considered as one of the major factors that are helping the companies in order to influence

the buying behaviour of the customers (Maraz et al. 2015). However, the effect of the brand

along with its value in the mind of the customers can help the companies to gain the strong

hold in the current market environment. Most of the people in the UK prefer branded

products comparing to local products despite the price of the branded products is

comparatively higher than the local products. Customers in the UK are showing their

willingness to buy branded products in order achieve those products that can fulfil their

satisfaction with their qualities (Paço et al. 2013)

Celebrity endorsement can help the companies to develop a sense of security to gain quality

products within the mind of the customers. The organisation can take the help of celebrity

endorsement as it can help to increase the sales volume of the company in the highly

competitive environment in the market (East et al. 2013). The company are trying to use

celebrity endorsement in order to relate their products and services with a celebrity

personality so that they can be able to promote their products and service in a way that is

more effective (Gbadamosi et al. 2013). This can help the company to gain their objectives

and goals from the market in order to bring development in the growth of their organisation.

Celebrity endorse can help the company to achieve their targeted customers from the market

and to retain their existing customers. According to the viewpoint of Horner and Swarbrooke

(2016), lack of promotional activities in the market can produce barriers to the performance

of the company that can lead to product failure and lack in product quality. This can affect the

confidence and trust of the customers towards the services and products. Moreover, it can

lead the customers to lose its customers base and it can act as a major issue to run the

organisation in the proper way (Lichy and Pon, 2013).

1.8 Research Structure

Research structure can help the researcher to make the research topic into short divisions in

order to highlight different aspects of the research in the proper and effective way. The list of

the subdivisions is enlisted below:

Chapter 1: Introduction

In this chapter, some of the basic details related to the research topic will be prescribed in

order to help the reader to understand the thematic concept of the topic of the research. In the

following chapter, the impact of celebrity endorsement and brand advertising will be

analysed based on the research objectives and question in order to make further study of the

topic.

Chapter 2: Literature Review

In literature review chapter, the researcher will try to take the help of different models and

theories in order to understand some specific areas related to the research topic. The

researcher will try to take the help of different literature sources as it can help the researcher

to expand the research topic in a detailed way. Moreover, it can help the researcher to analyse

different pros and cons related to the specific topic.

Chapter 3: Methodology

Research methodology can help the researcher to use specific research approach, philosophy

and design in order to gain relevant data and information in order to analyse the research

topic in a concise and detailed way.

Chapter 4: Data Analysis

Based on the data and information collected, the researcher can take the responsibility in

order to analyse the information and data in order to understand the impact of celebrity

endorsement and brand advertising in the behavioural aspects of the customers.

Chapter 5: Findings

In this chapter, the researcher will try to select those data and information that are relevant

from the collected data to help the reader to understand the importance of the research topic.

Chapter 6: Conclusion and Recommendation

The researcher will try to present the overall view of the topic in order to help the reader to

gain proper outcome of the research topic.

Figure 1: Structure of Dissertation

(Source: Self Developed)

1.9 Summary

It can be summarised that, the above chapter try to deal with the basic portions of the research

topic based on the impact of the celebrity endorsement and brand advertising on the buying

behaviour of the customers. The chapter tries to highlight the background of Burberry and

different research questions and objectives that can help the researcher to gain further

knowledge and information as the research progress.

Chapter 2: Literature Review

2.1 Introduction

In this chapter, the researcher will try to give focus to different concepts and models related

to the research topic to understand the different aspects of the impact of celebrity

endorsement and brand advertising on customer's behaviour. Different models and concepts

related to the topic can help to understand the different aspects of the buying behaviour of the

customers and its effect on the process of development of the company in the market.

2.2 Conceptual Framework

BRAND ADVERTISING AND CELEBRITY ENDORSEMENT Model of buying behaviour of the customers: Howard Seth ModelBuying behaviour of the customers

Brand BuildingCelebrity and trustworthiness Buying procedures of the consumers

Figure 2: Conceptual Framework


2.3 Buying behaviour of the customers

Customers can be considered as the most important tool for the organisation in order to

analyse their success level in the market. According to the viewpoint of Kita and

Grossmanová (2014), in recent times, the customers are highly demanding and every

company are trying their level best to develop those products and services that can help the

customers to fulfil their satisfaction. However, there are several factors in the market can

affect the buying behaviour of the customers. The organisation needs to categorise their

customers in such a way so that they can be able to develop the products and services that can

fulfil the requirement of the customers. Durrani et al. (2015) stated that, in the current

market, the customers are found to be knowledgeable about the services and products and

organisations are trying to enhance their knowledge so that they can be able to bring

improvement in the product's quality. This can help the company to achieve their targeted

customers from the competitive market and to enhance their business development in an

effective way. The organisations need to identify those factors that can help them to analyse

the behaviour of the customers related to a selection of the product and services (Lichy and

Pon, 2013).

2.4 Buying procedures of the consumers

Most of the customers in the market try to follow some major steps in order to take the

decisions to select right products to fulfil their needs. The buying process of the customers

can help the organisation to understand the basic requirement that can help them to enhance

their products and services quality. Carlson (2016) cited that, customers generally try to

follow some specific steps in order make effective decision-making procedures during the

time of the complex selection. However, the most of the customers try to possess their buying

behaviour in order to select those products and services that can help the customers to fulfil

their satisfaction.

Recognise the problems

In this step, it is found that customers are trying to search that area where they can be able to

find the differences of desired and specific condition. The final aim of the customer is to find

his or her purposes in order to buy specific products and services. Ashraf et al. (2014) stated,

in order to make an effective decision-making process, the customer needs to realise what

type of products can help them to fulfil their satisfaction. However, it is found that due to

lack of knowledge and perception of the marketers to the buying behaviours of the customers

make them failed to develop those products and services that can fulfil the demand of the

customers (Parthipan and William, 2016).

Search for the information

Most of the customers tend to collect relevant information in order to gather better details

about the products and try to find out whether its function and quality can be able to fulfil the

requirement of customers. Aday and Yener (2014) stated that, during the time of searching

the information, the organisation need to develop those strategies so that they can be to

enhance the brand awareness as it can help the company to gather relevant information

related to the customer’s requirement. This can help the company to develop those products

and services so that the customers can be able to gain success to select better products and

services.

Assessment of alternatives

From the list of selections, the customers try to show their initiative in order to evaluate

different alternatives based on different types of parameters depending on the customisation

of an individual. The following step tries to relate the supply of the organisation along with

the customer’s perception. Organisation need to enhance their strategic plan in order to gain

knowledge to identify the choices and desires of their customers (Arsil et al. 2014)

Purchase decision

Purchase decision can be termed as the final step for the customers in order to select the

products and services that include different types of parameters like quality, price, purchase

proceedings, store, branding and packaging. It is found that, customers try to make their mind

in order to buy the services and products but it assessed on the attributes that are external in

order to earn the proper satisfaction of the customers. Aday and Yener (2014) stated that,

there are different types of attributes that can affect the buying behaviour of the customers are

the product, price, place, process, physical evidence, promotions and products.

Post-Purchase Decision

This can be termed as the final steps of buying procedures for the customers that try to

develop self-evaluation within the mind of the buyer in order to analyse the rate of

satisfaction earned by the customers by making purchase decision. In this step, the

relationship between the product selection and the expectation of the customers can be

observed (Arsil et al. 2014). Factors that can be helpful in order to influence the satisfaction

of the customers are warranties, after sale services, sales communication and discounts. It is

found that, if the customers can be able to select the right products and services then it can

help the company to enhance their customer loyalty or it can help the company to get better

idea to suggest their customers to switch to different brand during the next purchase

(Referred to Appendix I).

Figure 3: Different factors of Buying Procedures of the customer

(Source: Dhurup, 2014)

2.5 Model of buying behaviour of the customers: Howard Seth Model

Customers can be considered as one of the most important element that can help the

organisation to gain success in the business environment. The organisation needs to take the

initiative in order to take the responsibility to help their customers to gain their satisfaction

and it can act as one of the ideal source to bring revenue in the organisation (Durmaz, 2014).

The organisation can take the help of Howard Seth Model in order to understand the complex

procedures of buying behaviour of the customers. Based on the assumption the logical choice

will try to back up the process of decision making for the customers (Kita and Grossmanová,

2014). The above model, Howard Seth Model evolved and based on that the model’s input

and output will be considered. Howard Seth Model try to identify that most of the customers

in the market failed to get proper information about the products and services and for this

reason; they failed to select the right products and services in order to fulfil their satisfaction.

In the following model, it is stated that, decision-making process can help to understand the

procedures of from input data to output data of the the specific procedures. The marketers and

the organisations need to take the responsibility in order to understand the purchase

behaviour of the customers as it can help the organisation to develop those products and

services that can help them to gain success in the market. Most of the purchase decision of

the customers is related to the physiological concepts that involve preferences and choices of

the customers that are different from other customers (Lichy and Pon, 2013).

Figure 4: Howard Seth Model

(Source: Maraz et al. 2015)

2.6 Brand Building

Brand can be termed as one of the most expensive assets for the organisation. It is important

for every company to take the responsibility to protect their brand value in the market as it

can act as one of the high priority for the company to expand their business environment in

the market. Brand of products and services is considered as far more than its outward

representation. According to the viewpoint of Pappas (2016), brand can be act as a set of

relationships, expectations and memories that can help a customer to possess effective

decision making procedures so that they can be able to choose the products and services

properly. Strong brand produce different types of support in order to enhance their business

growth (Parthipan and William, 2016). Strong brand can support the organisation with price

premiums over their major competitors. They try to help the company to attract new

customers from the market. They can help the company to gain competitive advantage from

the market blocking the entrance of new competitors in the market as it can be said that loyal

customers are less willing to adapt products and services of new products. Branding can act

as a major aspect for the companies to stay protected during the time of the recession as they

can help the organisation to develop storage of goodwill that can help to resolve the business

crisis (Sata, 2013). Branding can produce huge support to the company in order to help them

to expand their business into new market. Strong brand support can help the company to

enhance different factors.

Trust

Most of the customers are having the tendency to develop and favour a high degree of loyalty

to the brands in order to trust them. In order to enhance trust, the company needs to develop

and try to communicate brand promise and they need to enhance the experience of the

customers that can be able to maintain the promise at every buying stage of the cycle of the

purchase (East et al. 2013). The company can earn trust with the confidence that try to define

different factors like responsiveness, credibility, quality, innovation and credibility.

Recognition

It is found that, when customers are familiar with a specific brand then most of the time they

used to favour those brands products and services without any hesitation. In order to establish

brand, the company needs to take the initiative in order to enhance their branded product’s

visual representation as it can help the customers to recognise the products successfully

(Gunter and Furnham, 2014). The company can take the help of different representation like

specific logo and colours to help the customers to recognise their brand without any

hesitation. It can help the company to differentiate their products with the products of their

major competitors in the marketplace that is overcrowded (Horner and Swarbrooke, 2016).

Developing positive image

Branding and advertising is a significant part in customer buying behaviour. This is because;

brand is asset of every organization. In order to attract customers, organizations need to imply

their branding system within their management. In this respect, it must be highlighted that

branding needs proper and effective planning and significance in order to manage customers.

Moreover, it is to be signified that in the most recent days, customers are highly attracted

towards their selected brands and branded products. Therefore, it must be involved that

without brand, maintaining customers and consumer behaviour will be quite tough for

specific organizations. Nevertheless, it is to be mentioned that if customers get attracted

towards one branded product, they never want to leave that specific brand itself.

Figure 5: Different factors brand building

(Source: Solomon, 2014)

2.7 Celebrity and trustworthiness

It is to be highlighted that common people have an attraction for their favorite celebrities. In

this respect, if organizations provide advertisement with the help of celebrities, customers get

attracted towards those branded products in obvious way. Moreover, it is to be justified that

common people and customers have full trust upon their favorite role models and celebrities.

Therefore, if organizations provide advertisement for their brand by including significant

TrustRecognition

personalities, customers must get attracted and usually, interest grows inside customers.

However, in this respect, it must be specified that customers are depended upon branded

products and celebrities (Gunter and Furnham, 2014). Organizations and management can be

able to highlight significant and respective celebrities, who can only be the actual reason of

attracting customers and their attentions towards branded products. Therefore, celebrities and

customers are highly related with each other regarding branding and advertisement.

A psychology works behind the endorsement of products by the celebrities. Consumers trust

their role model and want to adopt a brand if a celebrity is promoting that brand. People try to

associate with the success or luxury of the desired people. Subconsciously people think that if

they will use a brand, which a celebrity is using, it will induce the same traits of that celebrity

into their life. Brands take the advantage of utilizing this opportunity in the process of their

marketing (Referred to Appendix IV). They use social media or any popular platform to

endorse their brand by a celebrity. However, there are many cases reported where a renowned

brand desperately tried to use the name of celebrities illegally and ended up paying millions

of dollars for their counterfeit. In these days, as consumers are having knowledge of

counterfeit and duplicity, blind fate in celebrity endorsement has waned. Now-a-days people

are relying on the quality of the product, rather than who is promoting the brand. People

started thinking of alternatives if their brand does not do well. Therefore, it is the

responsibility of the brand itself on how to retain the quality of the products they are selling

(Horner and Swarbrooke, 2016).

2.8 Gap of the literature

In the past 150 years, millions of research were done over different factors related to the

behaviour of the customers. The concept of decision making of the customers and purchasing

procedures is been considered as the research ground has shown it interest. However,

according to the viewpoint of Parthipan and William (2016), the literature is changing rapidly

according to the change of the buying behaviour of the customers. Previous studies that were

being performed by the researcher failed to extract evidence and data. Therefore, further

research is required for the researcher in order to get those data that might help to mitigate the

gap between the solutions and the issues (Gunter and Furnham, 2014).

2.9 Summary

In the section of the literature review, different concepts and theories based on the subject

topic are discussed in order to move further to complete the research. Different concepts like

buying behaviour of the customers, buying procedures of the consumers, Howard Seth

Model, brand building, celebrity and trustworthiness are discussed in the literature review

chapter to understand the impact of brand advertising and celebrity endorsement on the

buying behaviour of the customers.

Chapter 3: Research Methodology

3.1 Introduction

The chapter on research methodology lays focus on the approach that will be taken for the

study. The chapter continues from the previous one of literature review. Description

regarding the outline of the work, sequence of work, philosophy adopted for the work,

approach of research, methods to collect data, samples and the ethical considerations will be

part of the chapter. The motive of the study is the influence of brand advertising and

endorsement by celebrities on customer purchase. The data obtained from the data will be

contributing towards the enrichment of the study. The study is conducted by a leading fashion

brand of UK ‘Burberry’. They are one of the leading fashion brands in UK.

3.2 Outline of the Method

Prior to start of the study it is always helpful to lay down a method that will be adapted for

the study. The focus remains on advertising and endorsement of fashion gears by eminent

personalities. The philosophy that will be followed for the study is positivism. The mentioned

approach will result in obtaining evaluation and logic out of the study. Approach is essential

such that the proper sources of information are gather such that conclusions can be drawn and

stress is laid on the important aspects. For the present study no primary sources will be

interacted and interviewed. Data will be taken from authentic websites, journals, articles and

books to improve the content of the matter. Analysis will be done on the gather data.

3.3 Research Onion

Research online is a diagram that pictorially represents the subdivisions of work in the main

work. It helps researcher to follow a proper channel when it comes to making significant

progress in the work. The onion will be segregated into six parts namely philosophies.

strategies, approach, horizons of time, choices and procedures and techniques. Each layer

helps to ameliorate research.

Figure 6: Research Onion

(Source: Saunders et al. 2009)

3.4 Philosophy of the Research

The study will concentrate on the obtained data and draw conclusions pertaining to only the

data. Metaphysical speculations will not be part of the conducted study. Detailed data will be

collected and ideas from those will be reflected in the study. Interpretivism will not be part of

the study since the researcher will not interpret anything based on the data. Realism will not

be taken up since conceptual perceptions, beliefs, and schemes will be avoided for the study.

3.4.1 Justification for the choice of Research Philosophy

Positivism will help unearth facts that lay hidden underneath the data and facts obtained for

the study. Customer’s buying process depends on the psychology that works in him when

brand endorsing and advertising take place. Such factors will be laid down later in the study.

Time is a determining factor in the study and interpretivism and realism take time. The

positivist approach will put a limit in the manipulation of the user. Less manipulation will

result in minimal errors in the study.

3.5 Approach of Research

The approach of research will disclose the format for the study. A dissertation follows two

main approaches namely inductive and deductive. In the view of Woo et al. (2017),

inductive approach brings fruits when adequate data to conduct the study is unavailable and

lot rests on the researcher as far as his level of intuition is concerned. According to Bryman (2015), deductive approach contrasts the theoretical aspects with the collected data and draws

conclusions. The mentioned approach reflects ideas that are specific to the data analysis

concepts. Data from websites and data of particular demographics will be taken up such that

light is thrown on customer behaviour. The data will be of variety by virtue of the approach.

3.5.1 Justification for the choice of Research Approach

Customer buying behaviour is a sensitive issue for fashion brands and companies. Burberry is

a leading fashion brand of the UK and it has markets all over the globe. Deductive approach

will disclose the consumer’s process of decision making in a precise manner. Essential

aspects that drive them crazy for fashion will be revealed.

3.6 Design of Research

By virtue of the research design, the framework that will be the backbone of the study will be

disclosed. The pattern of analysis and the method of collection of information will be cleared

in the section. For the present study, the design of research will be descriptive. Descriptive

analysis will be drawn from the collected data such that more penetration can be achieved in

the subject matter. Exploratory approach will not be taken up since it requires the user to

implement deep thoughts and ideas. Explanatory approach fails to go deep in the subject

matter hence it is not adopted for the study.

Figure 7: Research Design

(Source: Baron et al. 2014)

3.6.1 Justification for the choice of Design of Research

The descriptive approach will define in detail the method involved in the use of branding and

endorsement as far as buying behaviour of individuals is concerned. The approach embraces

penetration and detailed description that will help in scrutinizing important aspects of

customer buying behaviour. Explanatory and exploratory approach will not be able to shed

light to the extent of descriptive approach.

3.7 Collection of Data

The data collection procedure for the study is secondary collection. For the undertaken study

on advertising and endorsement of brands by celebrities help from trusted websites, articles

and journals will be taken. Data will pertain to results of specific demographics such that

diversity of data is obtained. Diversity in data will enrich the content. In the view of Ritchie et al. (2013), data collection helps in obtaining results that are accurate. The format of the

research work is maintained by virtue of data collection. The process is tedious and focus will

be laid on obtaining statistics that are as essential as possible.

Research Design ExploratoryExplanatoryDescriptive

3.7.1 Sources of Data

Data sources are of two types based on the way they are collected. Primary data sources

involve data obtained from questionnaires and direct interaction with the subjects. Subjects

answer questions given out by the researcher. These are duly filled by the subjects. These

data are contrasted with interview outcomes of experts pertaining to similar aspects. Both the

data are contrasted to give an output.

For the present study, primary data will not be used but secondary data. Secondary data are

obtained from company websites, journals from eminent publishers and articles that are

recent and trustworthy. Adequate statistical data and graphs will be provided such that

lucidity is promoted through the study and readers are convinced regarding the conclusion of

the study. Offline sources will be consulted like recently published books that throw light on

the subject matter and it aspects.

3.7.2 Techniques of Data: Quantitative

Websites, articles, journals, and books that convince the researcher regarding authentic data

will be used for obtaining data. The data is quantitative in nature. Statistics of samples will be

taken up from the mentioned sources. The statistics reflect ideas of large samples that

improve the quality of the study. Qualitative data that are obtained through direct interaction

will not be involved in the study. The theoretical concepts will be reflected against the

obtained data. Better understanding will be promoted by means of the approach. Statistics

pertaining to varied sources will be taken up such that they reflect opinions of large mass of

people across different locations in the UK. The thought process of people from different

levels of education, background, socioeconomic status, and age will be disclosed by virtue of

the study.

3.8 Population and Sample

Before obtaining the statistics the researcher will determine what population to focus on,

what aspects to focus on and what time frame data will be focused on. The researcher will

venture into the sources keeping in mind the factors and hunt for data that pertain to the

respective concern. No direct interaction will take place and the research will rely on the

respective data from the particular sectors.

3.8.1 Technique of Sampling

No direct subjects are involved in the subject hence sampling is not necessary. Data

according to the criteria will be hunted and used in the research.

3.8.2 Sample size

No sample size can be predicted since no direct interaction is taking place. The sample size of

the statistics obtained from the sources will be the sample size of research.

3.9 Ethical Consideration

Ethical consideration are followed such that the study is conducted in a smooth manner and

away from controversies. The section will lay down the conduct code that the researcher will

be abiding. It will help the readers to understand that right behaviour set against the ones that

are wrong. For the present study the ethical considerations are

● Application of data: The obtained data will lay focus on finding out the influence

and the factors pertaining to that as far as customer-buying behaviour is concerned.

The data will solely be used for the purpose of research. The researcher will strictly

maintain that commercial use of data is avoided.

● Treatment for subjects: The research will focus on data collected from websites,

articles and journals and no subjects will be involved in the process. In case any

subject is involved for any purpose, it will be ensured that the identity is hidden and

no harassment is inflicted on him.

3.10 Limitations of the Research

The section will reflect the avoidable and unfathomable hurdles that the researcher have gone

through during the tenure of the study. The limitations will throw light on the scope of the

research work.

● Reliability: The sources of the study are trusted and authentic. The readers can rest

assured that the data based on which the work is done is accurate. Direct interaction is

avoided and chances of unauthentic data are reduced. However some data from the

websites and articles are based on certain assumptions and that can contain errors.

Reliability is not totally ensured for the undertaken study.

● Budget: The budget is not a matter of concern for the present study.

● Time-constraint: The study will require extensive study from websites, journals and

articles. Analysis will be drawn from the data. The mentioned activities require time.

The study is part of academic assignment. Due to time, crunch study can lack in

enrichment in certain parts.

3.11 Time Horizons

The cross sectional the Gantt chart that will be part of the section will reveal nature of the

study. The study will be conducted over a span of 12 weeks and details of activities and

duration will be reflected in the Gantt chart (refer to appendix 1).

The continuous intervals and the stats of each activity will be reflected through the diagram.

Best efforts are made such that it connects to the readers.

Main activities/ stages Week

1

Week

2

Week

3

Week

4

Week

5

Week

6

Week

7

Selection of the topic

Data collection from secondary sources

Creating layout

Literature review

Development of the Research Plan

Selection of the Required Techniques for

the research

Analysis of the collected data

Findings of the Data

Conclusion of the Study

Recommendation

Table 1: Time Horizon


3.12 Summary

The chapter involves profound description of the approaches and methods that will be

imbibed in the study. The chapter draws its strength from the chapter on literature review.

The researcher tried to disclose the nature of the study by virtue of the chapter. The

techniques, methods and data sources are revealed to the readers. Essential tools for the

research are disclosed in the present chapter to help readers in understanding. Every aspect of

the chapter pertains exclusively to brand advertising, endorsement and branding by celebrities

and customer buying behaviours as the result of the mentioned factors.

Chapter 4: Data Analysis

4.0 Introduction

In the present chapter data will be obtained regarding advertising, branding by celebrities as

far as Burberry is concerned, and subjects will be majorly from UK. With enough

quantitative data from reliable sources the information quality of the study will improve. The

result of analysis will improve due to enriched data. The data is secondary in nature hence it

will involve manipulated data, assumed data and data that may lack genuineness. The

analysis drawn from mentioned data can be erroneous. The data obtaining will involve

tediousness and complexity and these may get reflected in the study. The company for the

study will be Burberry.

4.1 Quantitative analysis

Quantitative analysis will rest on obtaining data pertaining to branding and endorsement of

fashion gears by celebrities.

4.1.1 The superiority of Burberry that consumers find more attractive

Figure 8: Superiority of Burberry

(Source: Minto, 2016)

Findings:

From customer feedbacks obtained by Burberry, almost all the qualities of their fashion gears

stand out amongst the consumers. As much as 63 percent of the customers voted that the

qualities of Burberry gears are superior over other brands. 60 percent opined that color of the

products stand out and 48 percent say that they get attires suited to their sizes. The material

stands out and price is reasonable. Just the mere brand value of Burberry attracts customers as

can be seen from the graph.

4.1.2 Global emerging brand market of Burberry

Figure 9: Global brand market of Burberry

(Source: burberryplc.com, 2017)

Findings and Analysis

The research is yet to go into the core concerns. The researcher wants to show the brand

value of Burberry across the continent of Europe where it has significant market. The data

obtained shows the increase in the number of Burberry stores across Europe with the course

of time. In 2006, it was lagging at 56 and from then on, it has managed to set up 156 and 165

stores in Europe in 2012 and 2013 respectively. In that tiRevueme, Burberry has taken up

several methods of marketing namely sponsoring, social media advertisements, offline

advertisements, celebrity endorsements, fashion shows by celebrities and promotional

activities to build on their customer base.

4.1.3 Revenue of Burberry across the years

Figure 10: UK revenue of Burberry

(Source: Minto, 2016)


Fashion industry has always been a huge revenue earner for UK. It earns approximately 48

billion GBP annually. From the statics that are obtained above it can be seen that Burberry

has earned 480 million USD in 2011 and 600 million USD in 2012 for the UK market. The

brand value of the company is high and people rely on Burberry’s products when it comes to

choosing fashion. The total earnings are contrasted above each value to show the global

earning of Burberry. The data is bit old and fails to reflect on the recent trends in revenue.

4.1.4 Earnings by eminent sports persons as far as fashion branding is concerned

Figure 11: Earnings of sports persons from branding

(Source: static.businessinsider.com, 2017)


Sports persons are the most popular celebrities that gain a mark in branding and fashion

industry. Mainly due to their popularity fashion, brands approach them to endorse their

products so that it connects better with the customers. Several stalwarts from different sports

like Tiger Woods, Roger Federer, David Beckham, and Floyd Meyweather have endorsed

fashion products. Burberry conducted a study on the earnings of the leading sports stars in the

fashion industry. Statistics show that the golfer Tiger Woods earns a whopping 90.5 million

annually from brand endorsements. The statistics clearly show that sports celebrity endorsing

when it comes to choosing their fashion drives consumers.

4.1.5 Importance of brand value for the customers of Burberry

Figure 12: Fashion brands in the UK according to customer preference

(Source: Schiffman et al. 2013)


There are several fashion brands in the UK like Burberry, Kering, TOD’s, Exotica, Hermes

and Swatch. Customers’ preferences vary from brand to brand. It can be seen that 10 percent

of the customers prefer Burberry to other fashion brands in the UK. Kering, Prada and

Richemont are other brands preferred by customers in UK. The mentioned brands have 6, 5

and 5 percent customer votes across UK.

Most of the customers of Burberry are highly fashion conscious and they try to prefer the

brand of Burberry as they are almost convinced that they will get high quality fashionable

clothes at the store of the Burberry in UK. The competition in the market related to the

retailing the cloths are increasing day by day where most of the customers are showing their

willingness in order to buy those products that are high in quality in order to fulfil their

satisfaction. Brand value can be act as a major tool for the Burberry that can help the

company to maintain their goodwill and to enhance their success rate in the market to gain

competitive advantage from the market.

4.1.6 Branding can help to influence the decision making process of the customers

Figure 13: Strategies taken by Burberry to market their products

(Source: Lichy and Pon, 2013)


Burberry takes up several methods to market their products. The major ways taken by

Burberry to market their products are creating a great online-site such that it attracts

customers. 17 percent of its marketing takes place by virtue of the mentioned method. The

next strategies taken up by Burberry to promote their products are tradeshows, conferences,

and events. The events are mainly organised by flaunting their products with brand icons in

the form of actors and sports stars. Hollywood actress Emma Watson has been one of the

popular names to have endorsed Burberry products. 12.6 percent of Burberry’s marketing

takes place by tradeshows and events by celebrities. The other methods of marketing of

Burberry are charitable offering, sponsorships, advertising, internal events, and

entertainments events. The statistics for the mentioned methods are 8.8, 5.4, 4.4, 4.2, and 4

percent respectively.

Branding can help Burberry to enhance their familiarity in the market and among their

customers and it can help the company to enhance their dominance in the retail market of

UK. Branding can help the company to promote their recognition in the market and it can

help the Burberry to gain their target customers from the market. Therefore, it can act as one

of the most reliable tool that enhances the inclination among their customers. The decision

making process of the customers can bring positive ingredients in order to maximise the

market of the company due to its reliability. Quality of the product can help to develop a

brand and most of the companies prefer those brands at the time of the next purchase.

Therefore, it can be said that, branding can help the company to gain loyal customers from

the market and to move further step to promote their growth of the business for the

organisation like Burberry.

4.1.7 Brand Advertising as the parameter for the behaviour of the customers

Figure 14: Factors that influence customers to opt for Burberry

(Source: Foxall, 2014)


Psychology of customers is a big factor as far as marketing of products of a brand are

concerned. When a statistics was drawn regarding what has influenced the customers more to

come and shop from Burberry the outcomes as can be seen from the graph was obtained.

Articles and posts that Burberry has sponsored have appealed more to the customers. The

posts have mainly included celebrities in Burberry outfits. Contests and give away in events

where large audience is present is another major reason why customers have felt attracted

towards Burberry. 17 percent of the customers have cited the mentioned reason as their first

influence for Burberry. Sponsored social media posts and videos that involve celebrities in

Burberry fashion gears have drawn wide attention from customers and they have hailed

Burberry higher than any other fashion brands in UK. 5, 4 and 4 percent of the consumers as

their first step towards Burberry have cited photographs, tweets, and brand ambassador

programs.

According to the theory related to the customer behaviour, most of the customers try to

choose products taking the help of different parameters that can also help the Burberry to

analyse the mind process of the customer while buying goods. In Burberry, it is found that,

the customers always try to choose those products that are high quality and fashionable.

Pricing is considered as the next level for the Burberry that tries to highlights its brand after

the customers are being satisfied with the fashion and quality. Most of the customers in UK

try to judge the organisation according to their quality instead of their products.

4.1.8 Branding strategy to enhance the sales of the organisation

Figure 15: Burberry branding strategy to increase sales

(Source: Dhurup, 2014)


Burberry wants to live up to their reputation in the fashion market in the UK. The marketing

strategies adopted by Burberry in the past have been mentioned in an earlier statistics. In

order to stay upbeat in the market the future marketing strategies of Burberry are online

marketing in the form of blogs, posts, fashion videos and websites. Burberry aims to make

online marketing to 30 percent of its entire marketing endeavour. 30 percent of its marketing

will take place via offline methods like event organising, sponsorships, giveaway, and

advertisements in stores. Direct marketing will account for 10 percent of Burberry’s

marketing. Event marketing will account for 10 percent of Burberry's marketing and 20 %

marketing will take place by virtue of direct marketing in the form of sales in stores and

events.

As branding can help the company to create attention of the customers, so it can help the

company to increase its sales as well. Branding can help the organisation like Burberry to get

huge number of new customers from the market and it can help the customers to fulfil their

satisfaction experiencing better buying environment. This can help the company to gain loyal

customers from the market and it can help the company to bring growth in their business

environment as it can help to increase the sales of the company (Referred to Appendix III).

4.1.9 Celebrities that have endorsed Burberry and the revenue they have earned

Figure 16: Celebrities and their earnings from Burberry

(Source: Gbadamosi et al. 2013)


Several stalwarts have endorsed the brand of Burberry in the past and they are doing it. It can

be seen from the statistics that Victoria Beckham and Gwen Stefani have earned in billions

when it came to endorsing Burberry. The brand has invested several billion dollars for

marketing its products through Beckham, Stefani, and Pharrell. The amount stands at 46.5

billion dollar, 90 billion dollar, and 30 billion dollar respectively. The brandings has given

the deserved results for Burberry as is evident from statistics above. The other celebrities that

have endorsed Burberry are Jessica Simpson and Sean John amongst the leading ones.

4.2 Summary

From the chapter it can be determined that quality and colour of Burberry stands out amongst

the customers. They value the mentioned properties of Burberry over other fashion brands in

the UK. The customer is the major determining factor as far as publicity of Burberry is

concerned. The statistics show that there is a drastic increase in the number of stores of

Burberry across Europe. The market has made significant progress and promises to rule

fashion market in the coming days. The revenue earned by Burberry is a huge achievement of

the brand. They have earned 480 million dollar in 2011 and 600 million dollar in 2012. The

market for Burberry has seen great progress in the recent years.

Branding of fashion gears by celebrities is a great trend in the modern world. Eminent

personalities from films, sports, and politics have been invited by leading brands to endorse

their products. Burberry has not lagged behind when it came to endorsing their products by

celebrities and the factor has played a great psychological part in drawing customers.

Endorsement by celebrities has earned the fame of the second best marketing strategy of

Burberry. Customer has shown their support for the strategy. It is with help of its marketing

strategies that Burberry has earned the name of leading fashion brand in the UK. They are

ahead of Kering, Prada, and Richemont.

Burberry has taken up brand endorsement to the next level when it took to posting pictures,

articles, and fashion videos online. The strategy has attracted customers to come in Burberry

stores. Burberry wants to stay focused in its work and hence it has aimed that 30 percent of

its marketing will be online, 30 percent offline, followed by direct marketing, event

marketing, and market strategy at 20, 10, and 10 percent respectively. More fashion icons

will sponsor Burberry products and it is assured that the brand will attain heights in the UK

market and in its global market.

Chapter 5: Findings

5.1 Burberry and its superiority

SWOT Analysis

Strength The strength of Burberry as voted by the customers lie in quality, colour and

best fitting size of Burberry attires

Weakness Designing has not earned much recognition from the customers as far as

Burberry is concerned

Opportunit

y

Celebrity endorsement and effective marketing strategies is sure to take

Burberry forward and develop a bigger customer base

Threat The threat to Burberry lies in the form of Kering, Prada and Richemont who

are striving hard in the UK market

Table 2: SWOT Analysis of Burberry

(Source: Created by the researcher)

5.2 European market of Burberry

Burberry has earned its name in the UK market and it has spread in the European market.

From 56 in 2006 to 165 in 2013, Burberry has set up its base in the Europe with great

efficiency. The chief reason why a company attains fame and great brand value is due to

increase in its market base. Burberry started as a fashion brand in the UK and it has spread its

branched to Europe. Its market in other parts of the world is on the rise as well. From the

statistics in 4.1.2, it can be observed that Burberry looks promising as a global fashion brand.

5.3 Burberry and its rising revenue

Revenue is essential for a company to introduce more marketing strategies and set up more

stores and markets. It can be observed from 4.1.3 that the review earned by Burberry has

shown steep rise from 2006 to 2012. 600 million USD in a year is significant revenue earned

by a brand and Burberry has achieved that. With more capital, the brand can organise more

fashion shows, sponsor events, and giveaways. Capital will enable Burberry to venture into

areas where its market has not proliferated yet. It can open more stores and warehouses.

5.4 Burberry to stay up in the competition

Fashion is an industry where it is a struggle to keep up reputation. Burberry has achieved the

feat with flying colours. According to Naik (2015), Burberry has competed with the likes of

Kering, Prada and Richemont and has considerably increased its customer base. It has kept its

position in the UK market for around 10 years. Competing with the mentioned leading brands

is no mean job and Burberry promises to do so in the upcoming days.

5.5 Burberry’s influence on customer’s decision-making

In the view of Solomon (2014), marketing is 60 percent playing with customer’s psychology.

Burberry has earned its fame by virtue of customer influencing like tradeshows, conferences,

website advertising, sponsoring, and charitable offerings. Tradeshows influence customers

regarding how good the attire will look on the individual. Fashion is such an aspect that an

individual is sensitive about. With the mentioned methods, Burberry has reached out to a

wide spectrum of audience and has successfully convinced them regarding Burberry is the

ultimate choice for them.

5.6 Future marketing strategies for Burberry

To maintain its fame in the market a brand needs to be dynamic regarding its marketing

strategies with time and demand (East et al. 2013). Burberry has set up its marketing plans

for the future as can be seen from the pie chart in section 4.1.8. With proper proportions of

online marketing, offline marketing, direct marketing, event marketing, and market research,

it can weather the changes in the market.

5.7 Marketing Mix of Burberry

Promotional activities are considered as the core part of marketing strategy for Burberry. Last

year it was found that the company signed Romeo Beckham in order to endorse their

products brands in the market. This can act as an effective scope for the company in order to

increase their sales and recognition in the market of UK. It was found that, Romeo Beckham

featured in the advertisement of Burberry along with some of the famous models in UK like

Edie Campbell, Charlotte Wiggins, Cara Delavigne, Alex Dunstan and Max Rendell (Minto,

2016). One of the famous photographers of UK, Mario Testino got the opportunity to

conduct the photo shoot session for the company’s summer/ spring collection. Some of the

famous UK actors, Callum Turner and Felicity Jones, endorsed different products of Burberry

in the retail market of UK. One of the famous teenage actors, Emma Watson was also the part

of the promotional activities of Burberry and this helped the company to develop global

brand image (static.businessinsider.com, 2017).

5.8 Marketing objectives of Burberry for the customers

The main objective of Burberry is to create brand awareness taking the help of different

promotional strategies in order to capture their targeted customers in the market. The

company are taking the help of effective marketing strategies in order to develop proper

pricing strategies that can help them to deliver the best products to their customers at low

affordable price. The final target of Burberry is to build effective plan so that they can be able

to bring improvement in their percentage of overall sales in the UK market. The company is

trying to use innovative ideas in their marketing strategies in order to expand their business in

the whole business environment of Europe and different different countries of Asia and

Africa (burberryplc.com, 2017).

5.9 Social media approach of Burberry

The marketing plan of Burberry includes the use of different social media sites in order to

promote their brand to increase its recognition and superiority. The company are showing

their willingness to promote their branded products in the social media sites like Twitter and

Facebook as it can help the company to gather the attention of people who are aged within

15-40 in UK (Zaidi and Kumar, 2016). Most of the people of UK belonging from this age

group are connected with different social media in daily life. Burberry are taking the help of

short creative video clips as their promotional campaign taking the help of their celebrity

endorsers and try to post those videos in YouTube in order to promote their brands.

5.10 Design of the stores of Burberry

Burberry are aiming to develop a marketing plan in order to design their outlets in such way

so that it can be able to relate with the personalities of their customers like trademarked,

modern, funky and chic. The company is trying to develop their entire ambiance of their

different outlets in UK more courteous and friendly (Ashley and Tuten, 2015). The company

is trying to design their outlet in such a way so that it can use the help of natural lights. In

order to help the customers of Burberry to recognise their products quickly, Burberry need to

produce total transparency to the source of their products. Burberry is trying to develop a

proactive design to their outlet to help their customers to gain clear-cut information about the

brand and establish proper mindset to execute their buying behaviour.

5.11 Customer retention and expectation

Customer retention is one of the major aspects for the organisation in order to analyse the rate

of the success in the retail market and to find out whether their marketing plan are effective

or not. The response of the customers can help the company to establish strong relationships

with their customers and to gather information that can help the company to develop more

improved and quality products for their customers in future (Arnett and Wittmann, 2014).

5.12 Contingency plan of Burberry

Burberry is taking the initiative in order to develop an effective contingency plan in order to

revert their existing marketing techniques. The company can take the help of direct marketing

in order to raise their business environment in the global market (Brenes et al. 2016). Direct

marketing can help both customers and the sellers as it can help the company to enhance their

recognition. Direct marketing can help the Burberry to stay engaged with their stakeholders,

marketing and sales department in order to produce effective strategies to gain marketing

goals and objectives.

5.13 Factors that are helping Burberry to enhance their brand recognition

In order to enhance their brand recognition, Burberry is taking the help of different factors so

that they can be able to fulfil the demand of their customers. The employees of Burberry are

trying their best to show their involvement to understand the preference and demand of their

customers. Better communication can help the employees to understand the buying behaviour

of the customers and it can act as a guide for the company high quality products that can help

them to enhance their brand recognition (Baron et al. 2014). Burberry is trying their best in

order to manufacture those products that can be able to fulfil the demand and preferences of

their customers. If Burberry can be able to fulfil their customer’s satisfaction then it can

convert those customers into loyal customers that can help the company to expand their brand

recognition in the business environment of UK (Referred to Appendix II).

5.14 Influence of Burberry on Celebrity endorsement

Burberry is taking initiative to offer press coverage for every products consisting of photo of

the celebrities who have endorsed their brands. This can help the company to relate their

targeted customers with the celebrities who have endorsed their particular brand. In order to

mitigate the risk of gaining negative impression, the company needs to choose celebrity

sensibly. In order to gain competitive advantage from the market, most of the retail sector in

UK is taking the help of celebrity endorsement to promote their brands in the market.

Burberry is concentrating to endorse their luxurious products with those celebs that are highly

successful in their working field and equally popular as a public image (Stein and Allcorn,

2016).

5.15 Summary

From this chapter it can be stated that, Burberry is one of the leading retail outlet of UK who

have tried to establish to marketing strategies in such a way so that they can be able to

generate huge amount of revenue from the highly competitive market. Burberry are

successfully applying marketing strategies to take lead from their major competitors.

Different factors are influencing the buying behaviour of the customers and this makes to

develop market strategies to grab future scope from the market. The company is trying to

develop marketing plan analysing the factors like, price, promotion, place and products to

bring growth in their business environment. The company is trying to take different

approaches towards social media and designing in order to attract their customers and retain

their strong and existing customer base. Celebrity endorsement is helping the company to

enhance their promotional activities. However, they need to bring some changes in their

marketing strategies to maintain their current position in the market of UK.

Chapter 6: Conclusion and Recommendation

6.1 Conclusion

The study was focussed on the concept of celebrity endorsement and brand advertising on the

buying behaviour of the customers. Different aspects of the buying behaviour of the

customers are being observed by the researcher in order to analyse the value of branding and

celebrity endorsement with a distinctive example of the organisation as per the secondary

analysis of the data and information. Customers of Burberry are relying on celebrity

endorsement and brand advertising and are trying to select the products and services applying

the sense of reliability and security. It is found that, Burberry is trying to produce imparting

value to their every customer so that their customers can be able to understand the importance

of their relationship with the organisation, enhance their confidence, and trust in the

organisation. The impact of celebrity endorsement and brand advertising on the purchasing

behaviour of the customer that effectively tries to highlights different attributes related to the

relationship management of the customers.

6.2 Linking with the objectives

Based on the process of data collection, the researcher will try to take the initiative in order to

identify the relations between the practical applications that are being entertained along with

the objective of the study. Taking the help of the research objective, the researcher will try to

enhance a relationship between the relevant data so that it can help to enhance the success

rate along with its credibility to bring improvement in the research study.

Linking objective 1: To analyse the impact of the celebrity endorsement in the retention

of the customers

Based on the data analysis, it is found that most of the customers of Burberry are influenced

by different celebrities in order to select their fashion trends. Celebrities who are used to

endorse the products of Burberry influenced a huge number of customers of the company.

Most of the customers prefer those products of Burberry that are being endorsed by famous

celebrities. Celebrity endorsement helped the management of Burberry to take the

responsibilities in order to bring improvement in their products quality so that celebrities of

UK can be able to show their willingness to endorse the product of the Burberry in the market

of UK without any hesitations. Celebrity endorsement is helping the company to enhance

their awareness towards the promotional activities and this has helped the company to retain

their existing customers in the UK market and gain competitive advantage from the market.

Linking objective 2: To evaluate the importance of brand advertising of consumer’s

buying behaviour

Taking help of brand advertising, Burberry achieved to retain their existing customer base in

the market of UK and it helped them to gain competitive advantage from the retail sector of

UK. The company have taken the initiative to develop different types of promotional

activities to enhance the effectiveness of brand advertising. This is helping Burberry to

analyse different aspects of the buying behaviour of the customers, which they are trying to

use while manufacturing their products and services. Burberry is trying to adopt branding

strategies so that they can understand the buying behaviour of the customers. This can help

Burberry to retain their customers and to gain new customers from the highly competitive

market. Brand advertising can help Burberry to enhance their customer loyalty. Brand

advertising can act as a strategy for Burberry as it can help the company to enhance their

product recognition and enhance the awareness in the market about the organisation.

Linking objective 3: To recognise the importance of celebrity support to enhance

product brand

From the collected data, it is found that celebrity support is helping Burberry in order to

increase the awareness of the brand and it is helping the company to promote their product in

the market in an effective way and to build their credibility. Celebrity support is helping

Burberry to attract a huge number of customers from the market and it is trying to influence

the buying decision of the customers directly. Celebrity support for Burberry is acting as an

agent to take the responsibility to extract the confidence and level of preference within the

mind of the customers to buy particular products from Burberry. Burberry achieved to gain

new and young customers from the market of UK who are the follower of those celebrities

who have supported the company by endorsing different products in the market.

Linking objective 4: To identify different factors that is related to the customer

satisfaction, preference and choice

Different factors that are influencing the customers of Burberry to maintain their satisfaction,

preference and choices are brand value, a price of the product, relationship management and

service quality of Burberry. Burberry is taken the initiative to bring improvement in their

relationship management so that they can be able to produce better services to their customers

and try to resolve the problems and issues faced by the customers of Burberry while selecting

products. The company is trying to produce high-quality products to their customers keeping

the price same that can help Burberry to maintain their brand value as well.

6.3 Recommendation

Based on the result and analysis of the research study, the research has tried to list some

recommendations that can help the Burberry to mitigate the gap between the proposed

solution and the issues. Taking into account of every aspect of the collected data, the

researcher has tried to suggest few criteria that can help Burberry to promote better branding

strategy so that they can be gain targeted customers and to retain their customers from the

highly competitive market in the UK.

6.3.1 Online Market

Burberry can take the help of e-commerce marketing in order to promote their products in the

growing market of technology and internet. Most of the targeted customers of Burberry are

the younger generation who are more familiar with the technological world and they are

showing their willingness to gather relevant information and data in order to buy their

products and services to fulfil their requirements. Burberry needs to take the initiative in

order to promote their products in such a way so that it can help to raise the brand awareness

of their products. This can help the company to raise their level of performance in the market

and to gain the lead from their major competitors in the market of UK. Online marketing can

help to promote the easiest way for the customers of Burberry to produce effective marketing

activities. Online marketing can help the company to increase their product recognition so

that every customer can be able to recognise their brand in a proper way.

6.3.2 Better promotional and marketing activities

E-Commerce or social media marketing is one of the most effective marketing trends which

is adopted by the marketers of UK in order to bring growth in their business environment.

Better promotional and marketing activities can help the customers in the UK to realise and

understand the importance of the products and services offered by the business organisation

in the UK. Burberry needs to take the responsibility to bring improvement in their

promotional and marketing activities so that they can be to draw their brand's attention to

those customers who are highly fashionable and loves to follow the latest and upgradable

fashion trend. Burberry needs to integrate the trend of online marketing in their business

trend so that they can be able to draw the attention of the customers towards their products

and help the company to become the first choice for the customers to fulfil their

requirements. Burberry can take the help of product sampling as a promotional activity and

try to produce sample products to their loyal customers in order to attract their attention

increase their willingness to buy their new products.

6.3.3 Target market expansion

In UK, the retail market sector is comparatively larger than the any other sector as it is found

that the retail market of UK targets individuals of the country in order to fulfil their targeted

goals and objectives. Burberry need to take the help of the steady growth so that they can be

able to target large number of customers from the market and it can help the company to

increase it recognition to boost up their brand image in the market.

6.3.4 Celebrity endorsement strategy

Burberry can gain benefits from the celebrity endorsement that are extensive in nature but it

is important for the company to make proper strategy while endorse their brands through

celebrity personalities. Several drawbacks of celebrity endorsement can affect the business

environment of Burberry. Celebrity endorsement can be highly expensive and risky as well.

Like common people in UK, celebrities are also can face problems that can affect the brand

image of the company. Celebrities are known for their public images and if that image faces

any illegal situation then it can affect the business of the company.

6.3.4 Promotional techniques for effective celebrity endorsement

It is necessary for Burberry to maintain the consistency between the brand and the endorser

as it can help Burberry to develop strong personality and people can be able to identify their

brand without any hesitations. Burberry needs to take the responsibility to develop long-term

commitment with the brand along with the endorser. This can help to produce deep impact to

the brand image. Burberry needs to select those celebrity who are highly popular and

attractive. In order to mitigate the cost of celebrity endorsement, Burberry can target young

and emerging stars and use their popularity to endorse their brand in the market. The

marketers of Burberry need to monitor the success rate of their celebrity endorsement taking

the help of quantitative and qualitative analysis so that it can help Burberry to develop

effective strategies for brand endorsement. Burberry needs to develop their plan for celebrity

endorsement in such a way so that they can be able to select celebrity according to the

products. Every product is having it own uniqueness and it requires that type of personality

who can be able to present the brand in the market properly.

6.4 Limitations of the research study

The researcher faced several issues in order to conduct the following research study in an

effective way. As the researcher tried to conduct the research taking the help of secondary

data, the researcher succeeded to gain limited information and data related to the marketing

factors of the company. The accuracy of data collected by the researcher is comparatively

less. Budget is one of the major factors for the researcher in order to make effective study on

the current research topic. It is not possible for the researcher in order to collect relevant data

and information from different places and sources as the budget of the research is limited.

Time is another major factor for the researcher in order to analyse different factors related to

the research topic vastly.

6.5 Further Scope of the study of the research

As it is found that, the research, which is being conducted, faced some of the major issues, so

there is a scope in order to conduct further research to bring improvement in the knowledge

gained in the following research. In this particular researcher, the researcher failed to use

100% of the potential in order to conduct the research in an effective way. If the researcher

got enough time as well as enough budget then it can help the researcher to gain more

relevant and important data from different sources and places. This can help the researcher to

conduct the research, which is more compact, credible and generic. Moreover, the quality of

the research will increase, if the researcher will get the chance to get proper feedback from

the market about the company that can help to gather appropriate information for the

research.

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Appendices

Appendix I

(Source: https://www.google.co.in/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&ved=0a

hUKEwjBuLP9h-DTAhXDM48KHQepAZwQjRwIBw&url=https%3A%2F%2Fwww.slideshare.net%2F2cdude%2Fpost-purchase-consumer-

behaviour-3468792&psig=AFQjCNHJB6P0AILMQ42lwpZRcqnLaKar5A&ust=14943248

03477023)

Appendix II

(Source: https://www.google.co.in/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&ved=0a

hUKEwiL75SwiODTAhWGv48KHdDCBsUQjRwIBw&url=http%3A%2F%2Fwww.business2community.com%2Fconsumer-marketing%2Fsix-

stages-consumer-buying-process-market-0811565&psig=AFQjCNHJB6P0AILMQ42lwpZRcqnLaKar5A&ust=14943248

03477023)

Appendix III

(Source: https://www.google.co.in/url?

sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&ved=0ahUKEwjptfTniOD

TAhVBsY8KHaI9DBgQjRwIBw&url=https%3A%2F%2Fwww.slideshare.net

%2Fseemagupta2006%2Fcelebrity-endorsement-

1&psig=AFQjCNHQDQvGTPqhptFjKOyDAYwn_yf9MQ&ust=1494325064754612)

Appendix IV

(Source: https://www.google.co.in/url?

sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&ved=0ahUKEwiniJmJieDT

AhUaS48KHeNtBdAQjRwIBw&url=https%3A%2F%2Fwww.consumerpsychologist.com

%2Fintro_Promotion.html&psig=AFQjCNHQDQvGTPqhptFjKOyDAYwn_yf9MQ&ust=14

94325064754612)

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