Essays about: "Celebrity Scandals"

Found 4 essays containing the words Celebrity Scandals.

1. 1. The Intention Of China’s Generation-Y To Abandon A Brand After A Celebrity Endorsement Scandal: A Theory Of Planned Behavior Approach

   University essay from Jönköping University

   Author : Paul Van Caenegem; Yajun Liang; [2022]
   Keywords : Theory of Planned Behavior; Celebrity endorsements; Celebrity Scandals; China s Generation-Y;

   Abstract : Background: With increased scrutiny of celebrities by the Chinese government, more and more celebrities are being exposed to being caught in various scandals. This leads to the challenge of how companies respond to such celebrity endorsements followed by scandals to incorporate the intentions of independent, socially conscious China’s Generation-Y. READ MORE

3. 2. The Effects of Celebrity Endorsement Scandals on Purchase Intent : A quantitative study on Swedish Generation Z

   University essay from Mälardalens universitet/Akademin för ekonomi, samhälle och teknik

   Author : Emelie Meurling; Nelly Nordgren; [2022]
   Keywords : ;

   Abstract : Date: 2022-06-02 Level: Bachelor thesis in Business Administration, 15 cr Institution: School of Business, Society and Engineering, Mälardalen University Authors: Emelie Meurling (97/06/07), Nelly Nordgren (97/10/06) Title: The Effects of Celebrity Endorsement Scandals on Purchase Intent - A Quantitative study on Swedish Generation Z Supervisor: Konstantin Lampou Keywords: Celebrity endorsement, Scandal, Purchase intent, Generation Z, Attitudes Research questions: How does celebrity endorsement scandals affect Swedish Generation Zs’purchaseintent? Purpose: The purpose of this research was to provide an understanding of how generationZ’spurchase intent and attitudes are affected by celebrity endorsement scandals. Method: A cross-sectional quantitative research approach was adopted utilizingself-completed internet questionnaires. READ MORE

4. 3. 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

5. 4. Do Scandals Affect YOU as an Athletic Sportswear Consumer?

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Melissa Bowen; Theresa Stumpf; [2015]
   Keywords : athletic sportswear brands; scandals; celebrity-athlete endorsers; sports marketing; purchasing behaviour; Business and Economics;

   Abstract : Athletic sportswear brands endorse celebrity-athletes to promote the brand’s image and gain credibility by having these ‘experts’ associated with their brand. This marketing technique is often advantageous for sportswear companies. READ MORE