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Exploring the impact of endorsement marketing on consumer perceptions: a case study of Vichy endorsement of Dercos hair care products
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Resumo(s)
This Work Project explores the impact of brand endorsement on consumer perception. Brand
endorsement is a common strategy in the cosmetic industry, and previous studies have
demonstrated its effectiveness. The study conducted a randomized controlled experiment with
two groups: one exposed to the Vichy endorsement and the other not exposed. Using 101 survey
responses, the presence of the Vichy endorsement on the Dercos shampoo bottle was found to
positively influence consumer perceptions of product quality, expertise, prestige and purchase
intentions. However, it did not have a significant impact on effectiveness, value for money and
trustworthiness.
Descrição
Palavras-chave
Endorsement marketing Consumer perception Brand perception Hair care products Vichy Dercos Influence Consumer behavior Marketing strategies Brand architecture Product endorsement