Essays about: "Endorser Marketing"

Showing result 11 - 14 of 14 essays containing the words Endorser Marketing.

  1. 11. 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

  3. 12. Survival of The Fittest - A Quantitative Study on the Effect of Celebrity Fit on Swedish Consumer Attitudes

    University essay from Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategi

    Author : Simon Lidén; [2015]
    Keywords : Celebrity Endorsement; Source Credibility; Celebrity fit; Sweden; Consumer Marketing;

    Abstract : Much research has been done with the intention to help companies determine how to choose celebrity endorser. One of the most commonly used theories is source credibility tbeory, which states that a celebrity endorser ought to have a high fit with the product endorsed. READ MORE

  4. 13. 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. 14. Three Little... & Other Stories - A quantitative study of using specific endorser types in storytelling

    University essay from Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategi

    Author : Maria Jonsson; Anna Sjöstedt; [2013]
    Keywords : Storytelling; Endorsement theory; Marketing communication; Branding; Founder;

    Abstract : Many companies use Storytelling today. While its effectiveness has been established in several studies, little investigation has been made into how a story should be composed in order to be effective in terms of consumer response. READ MORE