Celebrity Endorsement : Hur arbetar företag när de väljer att använda en kändis i sin marknadsföring och vilka faktorer påverkar valet av denne

Abstract: In today´s society and in today´s markets the competition is often very hard. Many companys offers the same products and services, which do not differ from their competitors. Companys therefore needs a way to stand out and reach the customers. One way of doing this is to use the marketing strategy celebrity endorsement, where a celebrity promote and do advertising for a companys product. The reason why companys use celebrities is well known, but how companys work when they choose celebrity and work with celebrities is more unknown. This is what this essay is about, the purpose is to study how companys works when they choose a celebrity to work with and also to identify and describe factors and criterions that affect the companys choice of celebrity. To do this, a qualitative reserach has been done in form of two case studies, where the swedish companys OBH Nordica and AXA has been studied in how they work when they have chosen a celebrity to work with and wich factors and criterions that affected that choice. Further studies have also been made in the theoretical field where different authors who have written about celebrity endorsement have been studied. This is to complement the empirical information from the case studies. After analyzing the empirical and theoretical informationen the results shows that the two case companys works in a similar way when they choose and cooperate with a celebrity. The factors and criterions that affect the companys choice of celebrity is also similar. A further similarity was also found between how the case companys worked and with how the theory recommended companies to work. Factors and criterions described in the theory that affect companys choice of celebrity was also similar to the factors and criterions that affected the case companys. To summarize, the study shows that the two case companys works in a similar way when they cooperate with celebrities, and there are similar factors and criterions that affect the choice of celebrity. Similarities were also found to how the theory in the area of celebrity endorsement described how companys should work when they cooperate with celebrities. Finally the factors and criterions that affected the case companys was also similar to the factors and criterions described in the theory.