Essays about: "thesis celebrity endorsement"

Showing result 1 - 5 of 18 essays containing the words thesis celebrity endorsement.

1. 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)

   Author : Elin Nome; Alicia Lindahl; Olivia Jonsson; [2023]
   Keywords : Brand Love; Influencer Marketing; Social Media Influencer SMI ; Celebrity Endorsement; Endorsers; Men; Source Credibility;

   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

3. 2. 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

4. 3. The Intention Of China’s Generation-Y To Abandon A Brand After A Celebrity Endorsement Scandal: A Theory Of Planned Behavior Approach

   University essay from Jönköping University

   Author : Paul Van Caenegem; Yajun Liang; [2022]
   Keywords : Theory of Planned Behavior; Celebrity endorsements; Celebrity Scandals; China s Generation-Y;

   Abstract : Background: With increased scrutiny of celebrities by the Chinese government, more and more celebrities are being exposed to being caught in various scandals. This leads to the challenge of how companies respond to such celebrity endorsements followed by scandals to incorporate the intentions of independent, socially conscious China’s Generation-Y. READ MORE

5. 4. I will find you... But will I influence you? : A quantitative study on influencer endorsements impact on brand loyalty

   University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF)

   Author : Evelina Rokka; Gustav Mattsson; Kim Vuorivirta; [2022]
   Keywords : Influencer marketing; social media influencer; influencer; celebrity endorsement; celebrity; endorsement; authenticity; credibility; trustworthiness; brand loyalty;

   Abstract : Background: Brand loyalty is an essential asset for brands as it helps brands to build a strong brand. Therefore, brands invest a significant amount of money in their marketing efforts and strategies to create and maintain brand loyalty in an ever-competitive market. READ MORE

6. 5. The Effects of Celebrity Endorsement Scandals on Purchase Intent : A quantitative study on Swedish Generation Z

   University essay from Mälardalens universitet/Akademin för ekonomi, samhälle och teknik

   Author : Emelie Meurling; Nelly Nordgren; [2022]
   Keywords : ;

   Abstract : Date: 2022-06-02 Level: Bachelor thesis in Business Administration, 15 cr Institution: School of Business, Society and Engineering, Mälardalen University Authors: Emelie Meurling (97/06/07), Nelly Nordgren (97/10/06) Title: The Effects of Celebrity Endorsement Scandals on Purchase Intent - A Quantitative study on Swedish Generation Z Supervisor: Konstantin Lampou Keywords: Celebrity endorsement, Scandal, Purchase intent, Generation Z, Attitudes Research questions: How does celebrity endorsement scandals affect Swedish Generation Zs’purchaseintent? Purpose: The purpose of this research was to provide an understanding of how generationZ’spurchase intent and attitudes are affected by celebrity endorsement scandals. Method: A cross-sectional quantitative research approach was adopted utilizingself-completed internet questionnaires. READ MORE