Essays about: "brand spokespeople"

Found 3 essays containing the words brand spokespeople.

1. 1. Virtual Influencing: Uncharted Frontier in the Uncanny Valley

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Mary Caroline Creasey; Adrián Vázquez Anido; [2020]
   Keywords : influencer marketing; virtual influencers; social media marketing; opinion leadership; brand spokespeople; brand spokes-characters; source credibility; uncanny valley; Business and Economics;

   Abstract : Title: Virtual Influencing: Uncharted Frontier in the Uncanny Valley Date of the Seminar: 4th June 2020 Course: BUSN39 Degree Project in Global Marketing Authors: Mary Caroline Creasey and Adrián Vázquez Anido Supervisor: Burak Tunca Keywords: influencer marketing, virtual influencers, social media marketing, opinion leadership, brand spokespeople, brand spokes-characters, source credibility, uncanny valley Thesis purpose: In exploring if and to what extent reality level affects sentiment and skepticism, this study aims to provide valuable and actionable insights to both guide academics in further studies and help managers better understand nuances of influencer perceptions. Methodology: To analyze whether perception differs across influencers’ reality levels (human or virtual), this study collected comment data from Instagram to assess levels of sentiment and skepticism. READ MORE

3. 2. The Gentleman, The Rebel and The Villain: A comparative study of the scandal-sensitivity of athlete personalities in sports marketing

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

   Author : Anthony Grivas; Fabian Bratell; [2018]
   Keywords : sports marketing; celebrity-athlete endorsement; social psychology; scandals; consumer response;

   Abstract : Celebrity athletes have been powerful marketing tools throughout the professionalization and commercialization of sports. During the last couple of decades, the amount of sponsorship money allocated to the sports industry has rapidly increased, outplaying other sectors of entertainment. READ MORE

4. 3. Athlete Endorsements and Brand Image : A Study of Consumer Attitudes toward Nike in Light of the Brand’s Association with Tiger Woods

   University essay from Företagsekonomiska institutionen

   Author : Carole Ginman; [2010]
   Keywords : Nike; Brand Image; Brand Associations; Endorsements; Tiger Woods; Brand Knowledge; Brand Ambassador; Nike; Varumärke; Image; Associationer; Sponsring; Tiger Woods;

   Abstract : Many brands are using celebrities as spokespeople, to enhance the brand image. This investigation aims to research the effects of athlete endorsements on brand image, in particular, whether Nike has been affected by the change in Tiger Woods’ image due to his recent personal life difficulties. READ MORE