Essays about: "ADVERTISING ENDORSER"

Found 5 essays containing the words ADVERTISING ENDORSER.

1. 1. Consumer-generated Advertising on YouTube : A quantitative study examining the effects of endorser credibility and coupon proneness on brands

   University essay from Umeå universitet/Företagsekonomi

   Author : Rahel Jonsson Brajim; Tina Romanov; [2016]
   Keywords : ;

   Abstract : Consumer-generated advertising on YouTube is a developing phenomenon that in the last years has grown exponentially. Recent research by Holt (2016) suggests that well-known content creators on YouTube have a large impact on brands, so great that regular firms are unable to compete with these well-known content creators. READ MORE

3. 2. Millennials’ attitude toward endorsers in the beauty industry : An investigation into Millennials’ perception and preferences regarding the qualities of endorsers

   University essay from Högskolan i Jönköping/IHH, Marketing and Logistics

   Author : Jeannette Ngnoubamdjum; Katarina Sofia Zahn; [2016]
   Keywords : Millennials; Generation Y; celebrity endorsement; beauty industry; endorser; testimonial; qualities; brands; attitude; brand preference; beauty products;

   Abstract : Using celebrities in advertising has become increasingly popular among brand managers and companies all over the world spend large amounts of money to convince celebrities to endorse their brands and products. Given the fact that Generation Y consumers are becoming an increasingly important target group for marketers it will be interesting to investigate if they perceive celebrities or non-celebrities as more important endorsers. READ MORE

4. 3. Perception of the Celebrity Endorser : A study of how age and gender influences the consumer perception

   University essay from Högskolan i Jönköping/IHH, Företagsekonomi

   Author : Olle Hugosson; Carolina Matthys; Linda Phung; [2014]
   Keywords : Marketing Communication; Celebrity Endorsement; Source Effects; Consumer Perception; Age and Gender of the Consumer;

   Abstract : Background The concept of celebrity endorsement is a constantly growing marketing communication tool. A recent example of when the usage of celebrities within advertising has been successful is the case of Zlatan Ibrahimovic endorsing Volvo. READ MORE

5. 4. Sport celebrities endorsement in advertising : The impact on French consumers

   University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF)

   Author : Claire Segalen; Cindy Roux-Fougère; [2014]
   Keywords : Celebrity endorser; consumers’ perception; consumers’ attitude; brand image; advertisement; sport; athlete;

   Abstract : Background:               People need to associate themselves to a reference group or tosomeone  they  admire.  Consumers  are  influenced  by  thesegroups  or  person.  Companies  have  therefore  to  adapt  their promotion strategy to reach consumers by this side. READ MORE

6. 5. “The effectiveness of design elements like picture, text and color in aesthetic products advertisement” : (Comparing advertisement in two countries of Iran and Sweden)

   University essay from IHH, Företagsekonomi

   Author : Shadi Sadat Tayebi; [2010]
   Keywords : advertising; management; art; design; culture; Iran; Sweden; aesthetics;

   Abstract : This research analyzes the effectiveness of design elements like picture, text and color in aesthetic products advertisement; it compares advertisements in the two countries of Iran and Sweden. Dependent variables in this research are the opinion of Iranian and Swedish consumers and Independent variables are pictures (model, endorser, endorser age, endorser nationality and appeal), color (colorful and black &white) and text (typeface and text concept). READ MORE