Essays about: "Endorser Marketing"

Showing result 1 - 5 of 11 essays containing the words Endorser Marketing.

  1. 1. 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

  2. 2. Can celebrity endorser characteristics impact brand loyalty? : An explanatory study on celebrity endorsers’ characteristics with brand loyalty

    University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF)

    Author : Ratchaneekorn Dewar; Khaliun Davaakhuu; [2022]
    Keywords : Celebrity endorsers’ characteristics; the trustworthiness of celebrity endorsers; the attractiveness of celebrity endorsers; the expertise of celebrity endorsers; brand loyalty.;

    Abstract : Background: Nowadays, companies globally utilise various branding strategies to win and build strong brand loyalty. One of the marketing strategies tools that companies utilise since the 21st century is celebrity endorsement. READ MORE

  3. 3. Influencer or Human Billboard? : A study on defining influencer credibility on the Swedish market

    University essay from Linnéuniversitetet/Ekonomihögskolan, ELNU; Linnéuniversitetet/Ekonomihögskolan, ELNU; Linnéuniversitetet/Ekonomihögskolan, ELNU

    Author : Mikael Bergh; Albin Eklöf; Isak Rydén; [2021]
    Keywords : Influencer marketing; credibility; influencer size; purchase intention.;

    Abstract : The drastic growth of the influencer market has spiked an interest in defining the significance of influencer credibility (IC). This thesis primarily aims to identify which drivers of IC are important to Swedishconsumers and how these can impact purchase intention (PI). READ MORE

  4. 4. Influencer marketing: What if everything revolves around the consumer’s self-esteem : A study about the purchasing behaviour of Swedish women in relation to influencer marketing

    University essay from Högskolan i Jönköping/Internationella Handelshögskolan; Högskolan i Jönköping/Internationella Handelshögskolan; Högskolan i Jönköping/Internationella Handelshögskolan

    Author : Linnea Egertz; Jonathan Almström; Benny Truong; [2019]
    Keywords : Word of mouth marketing; internet celebrity; influencer; influencer marketing; endorser; followers; social media; source credibility; source credibility model; self-esteem; tie strength; similarity; purchase intention;

    Abstract : This thesis examines how female consumers’ self-esteem may impact an influencer’s ability to create a purchase through suggesting and testing a developed conceptual model. The Source credibility model, Similarity and Tie-strength were utilized as underlying theoretical frameworks. READ MORE

  5. 5. How does celebrity endorsement affect consumers' perception on brand image and purchase intention?

    University essay from Luleå tekniska universitet/Institutionen för ekonomi, teknik och samhälle; Luleå tekniska universitet/Institutionen för ekonomi, teknik och samhälle

    Author : Martin Johansson; Ömer Bozan; [2017]
    Keywords : ;

    Abstract : Having a celebrity endorse a product has in previous research been shown to increase both sales and brand awareness for companies. Celebrity endorsement can also be used by companies as a marketing communication strategy to build brand image. As a result of this, companies pay millions of dollars to have a celebrity endorse their products. READ MORE