Essays about: "celebrity negative information"

Found 2 essays containing the words celebrity negative information.

1. 1. Celebrity Endorsement : A gender perspective of consumer behavior in the fashion industry

   University essay from IHH, Företagsekonomi

   Author : Isabell Hansen; Renée Erlandsson; Henrik Mokhtari; [2013]
   Keywords : Endorser; Celebrity Endorser; Celebrity Endorsement; Brand Image; Consumer Behavior; Fashion Industry;

   Abstract : Background – Celebrity endorsement has been researched to a great extent, however the main focus of the previous research has been about the effectiveness and the neg-ative/positive information about the celebrity and the brand. Additionally, previous studies on gender differences have been conducted; however it has not been done in consideration with celebrity endorsement in the fashion industry. READ MORE

3. 2. Exploring Value Creation Derived from Celebrity Consumption : The paradigmatic elements of Celebrity Negative Information

   University essay from IHH, Företagsekonomi

   Author : Aaron Gonzalez; [2011]
   Keywords : Celebrity consumption; celebrity negative information; value creation; human brands;

   Abstract : The celebrity status is seen in a wide variety of domains that ranges from entertainment, to sport, to politic communities. It operates as a way of providing distinctions and definitions of success within those domains (Marshall, 1997). READ MORE