Essays about: "Celebrity endorser"

Showing result 1 - 5 of 13 essays containing the words Celebrity endorser.

1. 1. Men’s perceptions of endorsers : A qualitative study on how brand love affects men when being exposed to influencer marketing versus celebrity endorsement

   University essay from Linnéuniversitetet/Institutionen för marknadsföring och turismvetenskap (MTS)

   Author : Elin Nome; Alicia Lindahl; Olivia Jonsson; [2023]
   Keywords : Brand Love; Influencer Marketing; Social Media Influencer SMI ; Celebrity Endorsement; Endorsers; Men; Source Credibility;

   Abstract : Influencer marketing and celebrity endorsement has grown in the past years and has become a vital part of marketing in the fashion industry. This field has been well researched, however a gap in the research is the focus on men and the role brand love has. READ MORE

3. 2. What influences most: Celebrities, Influencers, or Mascots?: Investigating the effectiveness of different Endorsers in Consumer Communication

   University essay from Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategi

   Author : Emma Edström; Yufei Erik Luo; [2023]
   Keywords : Endorser Marketing; Source Credibility Model; Source Attractiveness Model; Product Match-Up Hypothesis; Endorsement;

   Abstract : This thesis aims to bring insights into the field of endorser marketing. Celebrity, mascot, and influencer endorsements, especially with the rise of social media, are very popular and often-used by marketers in B2C marketing. READ MORE

4. 3. Can celebrity endorser characteristics impact brand loyalty? : An explanatory study on celebrity endorsers’ characteristics with brand loyalty

   University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF)

   Author : Ratchaneekorn Dewar; Khaliun Davaakhuu; [2022]
   Keywords : Celebrity endorsers’ characteristics; the trustworthiness of celebrity endorsers; the attractiveness of celebrity endorsers; the expertise of celebrity endorsers; brand loyalty.;

   Abstract : Background: Nowadays, companies globally utilise various branding strategies to win and build strong brand loyalty. One of the marketing strategies tools that companies utilise since the 21st century is celebrity endorsement. READ MORE

5. 4. Influencer marketing: What if everything revolves around the consumer’s self-esteem : A study about the purchasing behaviour of Swedish women in relation to influencer marketing

   University essay from Högskolan i Jönköping/Internationella Handelshögskolan

   Author : Linnea Egertz; Jonathan Almström; Benny Truong; [2019]
   Keywords : Word of mouth marketing; internet celebrity; influencer; influencer marketing; endorser; followers; social media; source credibility; source credibility model; self-esteem; tie strength; similarity; purchase intention;

   Abstract : This thesis examines how female consumers’ self-esteem may impact an influencer’s ability to create a purchase through suggesting and testing a developed conceptual model. The Source credibility model, Similarity and Tie-strength were utilized as underlying theoretical frameworks. READ MORE

6. 5. How does celebrity endorsement affect consumers' perception on brand image and purchase intention?

   University essay from Luleå tekniska universitet/Institutionen för ekonomi, teknik och samhälle

   Author : Martin Johansson; Ömer Bozan; [2017]
   Keywords : ;

   Abstract : Having a celebrity endorse a product has in previous research been shown to increase both sales and brand awareness for companies. Celebrity endorsement can also be used by companies as a marketing communication strategy to build brand image. As a result of this, companies pay millions of dollars to have a celebrity endorse their products. READ MORE