Hi, Please help to write a quantitative thesis with structure as below
Introduction
Literature
Review
Methods
/ Data collection
Results
/ Analysis
Conclusion
References
Appendices
The research examines how Korean
brand ambassadors affect consumer perception and brand loyalty. The aim is to
evaluate if their influence lasts on brand impressions or only raises
temporary sales boost by investigating the impact on consumer behavior and
brand identity.
Research Question: “Do Korean brand
ambassadors influence consumer perception and brand loyalty in a way that
leads to lasting brand impressions, or are their effects limited to
short-term sales gains?”
It is hypothesized that Korean
celebrity endorsements have significant impact on consumer interest and
sales. However, for these endorements to result in long-term brand loyalty,
it is crucial that celebrity’s image closely aligns with the brand’s values, suggesting
that a strong brand identity is essential for maintining customer retention
beyond endorsement period.
Data collection should employ a
structered, quantitative methodology through anonymous online survey. The
survey will feature multiple-choice and Likert-scale questions to find out
more about participants’ awareness of Korean brand ambassadors, their
purchasing behavior, and their perceptions of brands endorsed by Korean
celebrities. The data collected will be statistically
analyzed through SPSS to identify patterns and correlations, providing
insights into how Korean brand ambassadors affect consumer behavior and brand
loyalty.
Some examples of korean brand ambassador:
– Jennie of Blackpink as Global Ambassador for Chanel
– Jisoo of Blackpink as Global Ambassador for Dyson & Dior
– Lisa of Blackpink as Global Ambassador for Celine
– Kim Namjoon (RM) of BTS as Global AMbassador for Bottega Veneta
– Jungkook of BTS as Global Ambassador for Calvin Klein
– Jimin of BTS as Ambassador for Tiffany and Co
