Hi, Please help to write a quantitative thesis with structure as below
Introduction
Literature Review (include research gap)
Methods / Data Collection (using Quantitative method)
Results / Analysis (Analysing SPSS which the data from online survey I will share in 2/3 weeks time)
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.
I personally would like to explore both aspects of the effects of Korean brand ambassadors on consumer perception and brand loyalty as their fans are notoriously known to have a very active online presence and also great buying power. For example, the co-founder of Maison Kitsune has stated that they receive have great success after Jennie from Blackpink was seen wearing their clothes. Another example was on last week’s major event Met Gala, the social media X (previously known as twitter) announced that the K-pop boy-group StrayKids ranked first as the most mention celebrity of the night. Hence, I would like to find out whether this exposure and sales increase of brands due to the help of associating with the Korean celebrities actually make lasting impression (consumer perception and brand loyalty) on the brand itself or is it just temporary.
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 Bvlgari
– 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
One case that notes about brand loyalty was a few months ago when Celine announces Danielle from NewJeans as their new global brand ambassador (which previously was Lisa from BlackPink), Lisa’s fans was seen selling their Celine products for low prices.
