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Showing result 1 - 5 of 14 essays matching the above criteria.
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1. Men’s perceptions of endorsers : A qualitative study on how brand love affects men when being exposed to influencer marketing versus celebrity endorsement
University essay from Linnéuniversitetet/Institutionen för marknadsföring och turismvetenskap (MTS)Abstract : Influencer marketing and celebrity endorsement has grown in the past years and has become a vital part of marketing in the fashion industry. This field has been well researched, however a gap in the research is the focus on men and the role brand love has. READ MORE
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2. Are Influencers the Next Brand-Building Tool? : A Qualitative Study on How Influencer Marketing Affects Customer-Based Brand Equity
University essay from Umeå universitet/FöretagsekonomiAbstract : Given the rise of social media and the growing importance of influencers on consumer behavior, gaining an understanding of how influencers and the practice of influencer marketing impact the brand from the consumer's perspective is crucial. Additionally, a significant amount of companies compete for consumers' attention in today's market. READ MORE
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3. Unveiling Athlete Sponsorship: A Multi-method Qualitative Study of the Evolving Roles of Athletes in the Digital Era Sponsorship Agreements
University essay from Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategiAbstract : The sports industry has undergone a profound transformation due to digitalization. Within this shifting landscape, one key aspect of sports marketing that has experienced significant changes is sponsorship. READ MORE
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4. 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 strategiAbstract : 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
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5. 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)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