Basically your task is to write the discussion part (which is one of the most important parts)
for my marketing behavioral science experiment report-An Investigation into the Association between the Effectiveness of Celebrity Endorsement and Endorsers-Products Congrunce. You should read other parts first to fully understand the ideal of this report so that you can writr content of higher quality revolving the experiment result.
In this study, there are totally four hypotheses
1. Endorsement using celebrity endorsers that have higher congrunce will achieve consumers’ higher positive attitude towards the advertisement.
2. Endorsement using celebrity endorsers that have higher congrunce will achieve higher brand credibility.
3. Celebrity endorsers will be seen as more trustworthy by consumers when they endorse a brand they have higher congruence with.
4，Endorsement using celebrity endorsers that have higher congrunce with the brand will enhance purchase intention.
And in analysis part, the data of three different brands (ZWILLING， Louis Vuitton, Nike) were analysed respectively so the results are also different. For example, the result of ZWILLING doesn’t support hypothesis 1 but supports all other three. While for Louis Vuitton, the result doesn’t support all 4 hypotheses. And for Nike, hypothesis 1,3,4 are not supported while only hypothesis 2 is supported. I want you to discuss why the results are like this and what factors influence the result based on wider reading.
You should alse compare the findings to literature review, critically discuss the difference between the findings of this study and previous study.
Suggested Structure:
1 General Discussion
• Reiterate your research problem
• Summarise your major findings
2. Detailed Discussion
• Identify patterns, and relationships among your data
• Discuss whether the results met your expectations
• Contextualise your findings within previous research
3 Implication
• suggest how the findings may be important for policy, practice, theory, and subsequent research
• Explore what new insights your research contributes
4. Limitations
•Evaluate any impact limitations had on your research (for example, lack of consideration of other confounding variables like factors of age, Gender, cultural, social class, etc.)
•Provide a description of what can be improved for the research next time.
Don’t use first person perspective
And please directly write in the file I uploaded so that you can know how font and reference format should be like. And please try to use different references instead of existing ones.
I haven’t finished all other parts yet (lack of method) But I let
you know the experiment design so that you have a full understanding of the experiment. It was an online experiment and adopted repeated measure. All participants were exposed to different conditions (no celebrity endorsement, celebrity endorsement with a less congruent endorsers,endorsement with a more congruent endorsers) ps:here congrunce means celebrity endorsers-products congrunce
According to the three conditions 3 different brands of different product categories were chosen. ZWILLING, Louis Vuitton and Nike. Participants viewed all 9 posters and answer the questions on a Google form questionnaire
(See the attached file).
And there are also four examples work attached that you can read as inspiration.
