Essays about: "Endorsements"

Showing result 1 - 5 of 25 essays containing the word Endorsements.

  1. 1. How Influential Are They? An explorative study into the relationship between consumer-based brand equity and influencer endorsements.

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

    Author : Syeda Saana Hashmi; Fatima Khan; [2023]
    Keywords : Influencer; influencer endorsement; brand equity; brand loyalty; brand image; brand awareness; trust; knowledge; expertise; authenticity. ;

    Abstract : Purpose: This paper aims to explore the relationship between an influencer’s endorsement of a brand and the subsequent brand’s equity within a consumer’s mind. Research Question: How will an influencer endorsement influence a consumer’s brand equity?  Design, Methodology, and Approach: The authors of this paper used a qualitative approach, inductive structure. READ MORE

  3. 2. Influencer Endorsements of E-Cigarette Brands on Instagram : A study of Gen Z perception of influencers endorsing e- cigarette brands on Instagram

    University essay from Jönköping University/Internationella Handelshögskolan

    Author : Isha Grover; Ander Jauregui; [2023]
    Keywords : Instagram; Influencer Marketing; Gen Z; E-cigarettes; E-cigarette influencers; Source Credibility; Sponsorship disclosures; Celebrity Endorsement;

    Abstract : The widespread use of social media platforms and the emergence of influencer marketing have revolutionized brand-consumer interactions, particularly among the younger demographic. In line with this trend, the influence of e-cigarette influencers on Generation Z (Gen Z) has become a prominent area of research. READ MORE

  4. 3. A Peer-fect Website Marketing Strategy

    University essay from Lunds universitet/Institutionen för strategisk kommunikation

    Author : Ellen Klofsten; Märtha Sandin Värn; [2023]
    Keywords : P2P rental platform; service marketing; sharing economy; sensemaking; Technology Acceptance Model; Social Sciences;

    Abstract : This thesis explores factors that influence consumers' willingness to use P2P rental platforms, and how these affect consumers’ service and brand impression. This was achieved by conducting a qualitative study through interviews and observations with participants exploring the P2P rental platform Hygglo. READ MORE

  5. 4. Winning Over Listeners with Podcast Advertising : Exploring the Podcast Audience’s Perception of Commercial Messages in Podcasts and the Role of Podcast Hosts

    University essay from Jönköping University/IHH, Företagsekonomi

    Author : Tamara Bonk; Marie Sophie Kubinski; [2023]
    Keywords : Podcasts; Podcast Advertising; Podcast Host; Celebrity Endorsement;

    Abstract : Background: Podcasts are an emerging medium with a steadily growing audience, which is particularly popular among younger generations. This makes them a promising advertising tool that companies can use to reach potential target groups. Therefore, it is crucial to understand how to successfully reach the audience through podcast advertising. READ MORE

  6. 5. 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