Dissertationen: „Celebrity endorsements“

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Schroath, Kristen. „#Parasocial Interaction: Celebrity Endorsements“. Kent State University / OhioLINK, 2016. http://rave.ohiolink.edu/etdc/view?acc_num=kent1480336010417442.

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Aspa, Jukka Kimmo Antero. „Celebrity endorsement in marketing communications“. Master's thesis, Vysoká škola ekonomická v Praze, 2009. http://www.nusl.cz/ntk/nusl-10838.

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This master thesis will discuss elements of using celebrity in marketing communication. Theory will cover basic communication process, Elaboration Likelihood Model, and meaning transfer model but main focus will be in discussing various celebrity selection theories, identifying different risks involved in using celebrities in marketing communication and investigating ways how to utilize celebrities to enhance the communication. Several examples are included to provide connection to real life use of celebrities.

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Gurel, Atay Eda 1980. „Celebrity endorsements and advertising effectiveness: The importance of value congruence“. Thesis, University of Oregon, 2011. http://hdl.handle.net/1794/11566.

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xvi, 152 p. : col. ill.
Millions of dollars are spent on celebrity contracts each year by assuming that the benefits of using celebrities will exceed the costs. Accordingly, many researchers have studied the impact of celebrity endorsements on advertising effectiveness. One of the theories used frequently by these researchers is the match-up hypothesis. This theory suggests that there should be a good fit between the celebrity and the product; however, it is not clear what constitutes a good fit. Some researchers suggested that attractive celebrities will be more effective if they are used to promote attractiveness-related products. Other researchers claimed that when there is congruence between the product type and the celebrity profession, advertising effectiveness will be enhanced; however, these existing dimensions of the match-up hypothesis fall short of explaining some popular celebrity endorsement campaigns (e.g., Sharpie Pens and David Beckham). The current research contributes to the study of celebrity endorsements by adding another dimension, values, to the match-up hypothesis. Specifically, the congruence between celebrity values (as perceived by consumers) and values represented by products was considered as an alternative to the attractiveness and expertise dimensions. In a series of six experiments, support for the positive impact of celebrity-product value congruence on advertising effectiveness was found. College students exposed to the high value congruence ad spent less time in examining the ad, suggesting that participants were easily and quickly able to match up the celebrities and products. Moreover, participants who were exposed to the high value congruence ad had significantly more favorable attitudes toward ad and brand, had higher intentions to buy the product, and were more likely to recommend the product to other people than were participants who were exposed to the low value congruence ad. The results also suggested that value congruence with unfamiliar celebrities was more effective than value congruence with familiar celebrities for generating more favorable attitudes toward ad and brand and higher behavioral intentions, due probably to the minimized effect of pre-established thoughts or feelings about unfamiliar celebrities. Together these results suggest that the congruence between celebrity and product values plays an important role in advertising effectiveness.
Committee in charge: Lynn R. Kahle, Chairperson; Joan Giese, Member; David Boush, Member; Deborah Morrison, Outside Member

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Liu, Ziyu. „Celebrity endorsements of branded apparel and its role in printed advertising“. Thesis, Nelson Mandela Metropolitan University, 2009. http://hdl.handle.net/10948/1178.

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Purchasing is an important concept in the life of students. The decision whether to purchase branded apparel is hence a very important one. The 21st century student is less loyal and more demanding when choosing branded apparel. Marketers should understand how students evaluate celebrity endorsers when they appear in printed advertising and respond accordingly. The objective of the research is to find out how celebrity endorsed print advertisements affect Nelson Mandela Metropolitan University (NMMU) students’ purchase behaviour. The results of this study could assist marketers in improving the quality of their advertising and to more accurately meet the needs of this dynamic student market. A literature review was conducted to provide an understanding of the consumer purchasing behaviour and the role celebrity endorser played in printed advertisements. The empirical study was designed to assess the impact of the use of celebrity endorsements of printed advertisements targeted at NMMU students. The empirical findings showed that both male and female students indicated that the use of celebrity endorsers get their attention and created interest, and make advertisements more memorable. Males were more influenced than ii females. Moreover, both groups indicated that for a desired or familiar product, celebrity endorsers did not easily change their purchase decisions. It was also found that the use of pictures, colours and wording featured in the advertisements are important to students. The study proposes that marketers should continue to focus on effective marketing communications and establish whether a celebrity should be used. The correct selection of a celebrity endorser can help to create greater consumer persuasion.

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Höglund, David, und Kristian André. „Celebrity Endorsements : En kartläggning av ambassadörens karaktärsdrag vid kongruenta respektive inkongruenta marknadsföringskampanjer“. Thesis, Uppsala universitet, Företagsekonomiska institutionen, 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-230358.

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Bakgrund – Att använda sig av celebriteter i marknadsförningssyfte har på den senaste tiden blivit en allt vanligare företeelse bland företagen i dagens samhälle. Detta fenomen har fått namnet celebrity endorsements och förekommer frekvent över hela världen. Många företag använder sig av denna marknadsföringsstrategi då den har visats bryta igenom dagens mediebrus och fånga konsumenternas uppmärksamhet. Fenomenets ökade popularitet har lett till en mängd forskning på området, samt ett generellt intresse för celebritetens effektivitet. Trots flera framsteg finns det fortfarande mycket kvar att undersöka inom området. Syfte – Syftet med studien är att erhålla kunskap om vilka karaktärsdrag hos ambassadören en konsument värdesätter i en kongruent respektive i en inkongruent marknadsföringskampanj. Metod - Den teoretiska referensramen testades via internetbaserade enkäter med hjälp av vänner och bekanta. Samtliga respondenter talade svenska och majoriteten var mellan 19 och 35 år gamla. Enkäterna bygger på teorier och modeller som utvecklats av tidigare forskare inom området. Efter att ha samlat in all data användes statistikprogrammet SPSS för att analysera enkäternas svar med hjälp av korrelations- och regressionsanalyser. Slutsats - Resultatet av studien visar likt tidigare undersökningar att faktorn expertis har en inverkan på konsumenternas attityd när ambassadören anses vara kongruent med den produkt hen marknadsför. Utöver detta fann studien att faktorn likhet påverkade konsumenten när ambassadören ansågs inkongruent med produkten.

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Tunsarawiput, Onvadee. „Golfer celebrity endorsements on consumers' attitude toward the advertisement and the brand“. CSUSB ScholarWorks, 2006. https://scholarworks.lib.csusb.edu/etd-project/2877.

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Many companies choose to use celebrities as endorsers for their advertising campaigns. The two most common types are athletes and entertainers. The purpose of this thesis is to gain a better understanding of how celebrities, especially professional golfers, are used as endorsers in advertising.

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Manta, Alexander. „The Celebrity Athlete: A Powerful Endorsement Tool in the Mass Media“. Thesis, Boston College, 2013. http://hdl.handle.net/2345/3060.

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Thesis advisor: Michael Keith
Athletes have become major celebrities within the mass media in modern society. They appear in a wide variety of mediums and advertising campaigns that may or may not be directly related to sports. Their level of fame and popularity has landed many star athletes with multi-million dollar endorsement contracts with companies who want to associate with the athlete’s image and brand. This work attempts to further understand and analyze the role of celebrity athlete endorsers, how companies select and market their athlete spokespeople, and how audiences consume and react to these endorsements. A look at the history of celebrity athlete endorsements provides a basic understanding of how athletes became involved in advertising. This is followed by a close examination of one of the biggest athlete brands of all time: Michael Jordan. Next, certain factors and attributes are discussed that companies look for in an athlete in terms of the importance and affect that they have. This leads to a theories section that applies different lenses to the interactions between celebrity athletes and consumers in an attempt to better understand the relationship. Through these theories, it becomes clear that companies must make strategic decisions in choosing the athlete, the message, and how to connect with their target audience in a way that communicates trust and credibility. Creating a relationship between the celebrity athlete, the product, and the consumer is vital for long-term endorsement success
Thesis (BA) — Boston College, 2013
Submitted to: Boston College. College of Arts and Sciences
Discipline: College Honors Program
Discipline: Communication

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Marshall, Christopher Allen. „Navigating by the Stars: The Cueing Effects of Celebrity Political Endorsements on Twitter“. The Ohio State University, 2012. http://rave.ohiolink.edu/etdc/view?acc_num=osu1339684523.

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Dalbey, Spencer B. „Celebrity Endorsements and Voting Intentions| The Role of Liking and Preference for Consistency“. Thesis, California State University, Long Beach, 2017. http://pqdtopen.proquest.com/#viewpdf?dispub=10262805.

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The study was conducted to examine how, and under what conditions, celebrity endorsements are effective in influencing the voting behavior of 18 to 24-year-old individuals. An online survey was provided to the 188 participants. In the survey, participants looked at a Facebook page of a politician created for this study that included a celebrity’s endorsement for the politician. Following exposure to the Facebook page, participants answered questions regarding their liking for the candidate and endorser, their preference for consistency, voting behaviors, and political self-efficacy. Results from this project indicated that individuals who reported a higher preference for consistency were more likely to report positive affect toward the endorsed political candidate if they also liked the endorser. Results are further discussed as they relate to our understanding of celebrity endorsements in the realm of politics.

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Lee, Jung-Gyo. „The match-up effect of celebrity-product congruence : do the degree of incongruence and consumer characteristics matter? /“. free to MU campus, to others for purchase, 2003. http://wwwlib.umi.com/cr/mo/fullcit?p3100059.

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Agyepong, Lawrencia. „Understanding the concept of celebrity capital through an empirical study of the role of celebrity political endorsements in 2008 and 2012 Ghana election campaigns“. Thesis, University of Leicester, 2017. http://hdl.handle.net/2381/39538.

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Research on political marketing in Africa in general and Ghana in particular has focused little attention on the use of celebrity political endorsement in election campaigns. At the same time, prior research on the use of celebrity political endorsements in election campaigns has predominantly focused on Western democracies and the application of marketing brand theories to the examination of celebrity political endorsement. Such research studies include very little investigation on new and emerging democracies, especially in Africa while the theories have proven inadequate to explain how the persuasive qualities of celebrities are utilized within the political field. This thesis, like Driessens (2013) is advocating that theorising celebrity as a form of capital can explain the qualities of celebrity which can be transferred across social fields including the political field. At the same time the socio-political conditions that enable celebrities to migrate from the entertainment to the political field are specific to their national and historical contexts (Ribke 2015) as presented in the Ghana context. The study therefore examines theories of celebrity capital and how this capital is utilized in the form of political endorsements in the political field of an emerging democracy like Ghana. The thesis enhances the arguments about how theories of celebrity capital can be used to explain the role of celebrity political endorsements in shaping political communication and political marketing during election campaigns while providing the socio-political conditions that shape celebrity migration into the political field in Ghana.

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Anghel, Christine. „The Effect of Celebrity Endorsements on Gift-Giving Purchases: An Application of the Elaboration Likelihood Model“. [Tampa, Fla] : University of South Florida, 2009. http://purl.fcla.edu/usf/dc/et/SFE0002979.

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Molelekeng, Boitumelo Vincent. „South African black generation Y students' perceptions of local black celebrity endorsers' credibility / Boitumelo Vincent Molelekeng“. Thesis, North-West University, 2012. http://hdl.handle.net/10394/10428.

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The use of celebrity endorsers is a popular marketing strategy in many countries. Typically, many marketers believe that using celebrities is a viable marketing strategy for attracting customers, increasing market share and improving sales for their market offerings. The celebrity endorsement strategy using local celebrities is increasing in South Africa. Many South African marketers are now using popular local black celebrities in an attempt to attract the prosperous black emerging middle class, known as Black Diamonds. Black Generation Y students offer great promise to marketers in the South African market as their tertiary education is likely to lead to higher future earning potential and subsequent entry into the already prosperous black emerging middle class segment. Given the increased use of local black celebrities and the market potential of the black Generation Y cohort in South Africa, it is important to investigate whether this marketing strategy may be effective when used in this segment. Celebrity endorsement may work effectively if the correct celebrity is chosen to promote a product but may have costly results if an inappropriate celebrity is chosen. Ohanian (1990) developed a scale to facilitate the selection of celebrity endorsers. The scale is based on the source credibility model that includes the source attractiveness, trustworthiness and expertise model. This study set out to determine whether the black Generation Y students have positive perceptions of local black celebrity endorsers using the celebrity endorsers‟ credibility scale developed by Ohanian (1990). Furthermore, the scale was validated using confirmatory factor analysis and structural equation modelling in order to ascertain whether the scale remains applicable when used in the South African context. A non-probability convenience sample of 880 (440 per institution) black students aged between 18 and 24 years was taken in 2012 from the two registered public higher education institutions in the Gauteng province of South Africa. Following a top-of-the-mind-awareness test, four local black celebrities were identified, namely Connie Ferguson, Black Coffee, DJ Sbu and Zahara. In a second top-of-the-mind-awareness test to determine which product types each celebrity is considered to most suitable to endorse, Connie Ferguson was linked to cosmetics, Black Coffee to hot beverages, DJ Sbu to men’s clothing and Zahara to traditional African clothes and jewellery. The relevant primary data was collected using a self-administered questionnaire that had four versions – one per identified celebrity. Lecturers at the two public HEIs were contacted and asked if they would distribute the questionnaires (four versions) to their students to complete during lecture periods. The questionnaires were hand delivered to the relevant lecturers and those completed were immediately collected. The questionnaire requested respondents to indicate on a six-point Likert scale their perceptions of the four selected celebrities‟ attractiveness, trustworthiness and expertise in endorsing their selected product types. In addition, respondents were asked to provide certain demographic data. Findings from the study indicated that black Generation Y students have positive perceptions of the selected local black celebrity endorsers‟ attractiveness, trustworthiness and expertise in endorsing their selected product types. In addition, the results of both the confirmatory factor analysis and the structural equation modelling suggest that the scale developed by Ohanian (1990) to be a valid measure for selecting celebrity endorsers when applied in South Africa. Insights gained from this study will assist both marketing academics and practitioners understand the perceptions of the black Generation Y students towards the use of local black celebrities in product promotions in the South African market.
MCom, Marketing Management, North-West University, Vaal Triangle Campus, 2013

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Karnik, Jenika. „Effect of Celebrity Endorsements on Treatment Choices Made by Professionals and Parents with Children Diagnosed with ASD“. OpenSIUC, 2013. https://opensiuc.lib.siu.edu/theses/1196.

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The Center for Disease Control and Prevention recently estimated that one in 50 children are diagnosed with Autism in the U.S. Now, parents out there not only have to face a doctor's diagnosis, but also a flood of confusing promises for recoveries and miracle cures. Parents have to sift through recommendations made by media, celebrities, professionals, and many, many more. The purpose of this study is to examine what influences the choices parents make involving treatment for their children diagnosed with Autism Spectrum Disorder.

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Cheng, Jiaxing. „Korean Celebrity Endorsements in China: The Role of Brand-language Country of Origin Congruence and Endorser Perceived Globalness“. The Ohio State University, 2017. http://rave.ohiolink.edu/etdc/view?acc_num=osu1492788085077716.

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Haldane, Jayne. „Nelson Mandela Metropolitan University students' perceptions of celebrity endorsement and product placement within music videos“. Thesis, Nelson Mandela Metropolitan University, 2013. http://hdl.handle.net/10948/d1020294.

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It has become conventional to use product placement in music videos. Big brands have started marketing themselves through product placement, for example, brands such as BMW, VitaminWater and Virgin Mobile. Placing products in music videos could be perceived as the brands linking themselves with celebrities. This product placement could either have a positive or negative effect on the celebrity and/or the brand. This research study aimed to provide the world of brands with insights into 18-28-year-olds’ perception of product placement in music videos, and whether placing their product in a music video where the audience is not partial to the celebrity, could be detrimental or not. This research study aimed to determine the selected sample’s (Nelson Mandela Metropolitan University students) perceptions of the product placement of three specific brands (VitaminWater, BMW and Virgin) in three specific music videos, namely: Jessie J and David Guetta “Laserlight” http://www.youtube.com/watch?v=syxd2n8S4AE JLo’s “Get on the Floor” http://www.youtube.com/watch?v=t4H_Zoh7G5A Lady Gaga and Beyoncé “Telephone” http://www.youtube.com/watch?v=GQ95z6ywcBY An electronic survey questionnaire was concluded with both closed and open-ended questions relating to the use of product placement in these three music videos. The survey questionnaire helped to determine what the selected sample’s perceptions were of each brand and celebrity, what they were after the respondents and seen the relationship between the brand and celebrity and finally, of product placement in general. A semiotic analysis of screen shots from each music video was conducted to determine what kind of nature the product placement occurred in in each music video.

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Liu, L. „Turning stardust into gold dust : how do sports celebrity endorsements of luxury brands influence the intentions and decisions to purchase of Chinese consumers?“ Thesis, Coventry University, 2016. http://curve.coventry.ac.uk/open/items/a4120065-59f9-4d5f-b190-47ca25f6e686/1.

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As a result of three decades of rapid economic development, China has become the world’s second largest economy and the second biggest market for luxury consumer products (Chevalier & Lu, 2009; Degen, 2009). The most populous nation in the world is also a leading sports power with strong yet mythical potentials in its sports business market (Chadwick, 2008). This thesis studies the area where luxury consumption and sports business intersect in the market by examining the phenomenon of sports celebrity endorsement of luxury brands and how such endorsements lead to the intentions and decisions by Chinese consumers to purchase the endorsed brands. Employing a mixed-method approach by using qualitative interviews and quantitative surveys, this study adopts a methodological triangulation research design, which involves semi-structured interviews with brand managers and professionals to explore their knowledge and experiences, questionnaire surveys of consumers to understand their demographic characteristics and luxury consumption motives and considerations, and confirmative structured interviews with consumers to ensure the reliability of the research and expand the findings. Research data analysis generated three major findings. Firstly, the purchasing intentions and decisions of the consumers are the result of the synchronised functioning of a triad of social, personal, and commercial factors that define both the endorsers and the consumers. Secondly, the characteristics of the sports celebrity endorsers in terms of their attractiveness, trustworthiness and expertise have positive relationships with the represented brand equity, which in turn has a positive relationship with the consumers’ intentions and decisions to purchase the endorsed products. Thirdly, Chinese consumers demonstrate a weak and conditional preference for local sports celebrities to endorse international luxury brands. These research findings explain why it is more difficult for luxury brand owners to sell to the consumers than to impress or interest them, particularly in the context of the Chinese market. This is a pioneering academic study, intended to provide insights into how consumers in China respond to sports celebrity endorsement of luxury brands. It 2 provides an academic understanding of a knowledge gap between the studies of luxury business and sports marketing. It may benefit the strategists and practitioners of luxury brands by providing an empirical understanding of Chinese consumers and their decision-making processes under the influences of sports celebrity endorsements, so they can develop marketing communication strategies more effectively in the emerging market.

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Baughman, Katherine C. „Can A Celebrity Make A Retail Company? The Impact of Video Endorsements on Nike and Under Armour’s Profits and Stock Performances (2010-2017)“. Scholarship @ Claremont, 2018. http://scholarship.claremont.edu/scripps_theses/1118.

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What role do celebrity endorsements play in determining the success of a sports apparel company brand, such as Nike, Inc. (Nike) and Under Armour? Each year, Nike and Under Armour spend hundreds of millions of dollars marketing their athletic apparel, footwear, accessories and gear using paid celebrities and professional athletes. Can marketing videos prominently featuring inspirational athletes increase a company’s profitability and stock price value, and lead to stronger brand recognition that could not only convince its current customers to buy products, but also reach new consumers and expand its revenue? By collecting data on Nike and Under Armour’s YouTube videos from July 2010 to November 2017, this study uses characteristics of the companies’ videos, such as professional athletic presence, gender, purpose, intended audience and number of views, to determine whether a celebrity is consistently positively correlated with stock price changes. Two tests produced conflicting results: Celebrity presence was only statistically significant in positively affecting Under Armour’s daily stock price immediately, but not in either company’s weekly or monthly stock prices. Additionally, lack of celebrity presence was statistically significant in negatively impacting Under Armour’s change in monthly stock price. These mixed results demonstrate the debatable impact a celebrity endorsement has on a company’s stock market valuation. The conclusion discusses potential factors that may have contributed to Under Armour’s stock price fall.

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Broman, Hedda. „Celebrity Endorsement : En kvalitativ analys av Viktväktarnas reklamfilmer“. Thesis, Stockholms universitet, JMK, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:su:diva-120596.

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Uppsatsen syfte är att analysera vad det är för skillnader med att marknadsföra en produkt eller tjänst med eller utan Celebrity Endorsement. Jag har även analyserat hur varumärket framställs genom att använda Celebrity Endorsement metoden. För att förtydliga min analys har jag granskat två reklamfilmer av Viktväktarna. För denna uppsats har jag valt hermeneutik som vetenskapsteoretisk utgångspunkt. Mina frågeställningar är: På vilket sätt använder sig Viktväktarna av Celebrity Endorsement? Hur framställs Viktväktarna som varumärke i reklamfilmerna? På vilket sätt skiljer sig de två reklamfilmerna? Finns det gemensamma faktorer mellan reklamfilmerna? Reklamfilmerna är från två olika kampanjer men båda har som syfte att skapa efterfrågan på Viktväktarnas tjänster. Den ena reklamfilmen presenterar Leila Lindholm och Shirley Clamp som nya ambassadörer för Viktväktarna. Den andra reklamfilmen föreställer en ung kvinna som berättar sin personliga erfarenhet med Viktväktarna. För att genomföra undersökningen har jag bland annat använt mig av teorier som aspirationsgrupp, identifikation, symbolisk interaktionism och psykologiska övertalningsprinciper. I relation till teorierna har det empiriska materialet analyserats med två kvalitativa metoder: narrativ filmanalys och kritisk diskursanalys. För att kunna se potentiella skillnader har jag applicerat narrativ filmanalys och kritisk diskursanalys på båda reklamfilmerna och jämfört resultatet. Resultatet av studien visar att användandet av Celebrity Endorsement har påverkat Viktväktarnas sätt att presentera deras varumärke och tjänst. I reklamfilmen som använder Celebrity Endorsement har utseende en central roll och varumärket framställs som ytligt. Reklamfilmen utan Celebrity Endorsement fokuserar mer på produktinformation och framställs som ett hjälpsamt, behagligt och effektivt varumärke.

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Uhrynová, Iva. „Využití celebrit v mediální marketingové komunikaci“. Master's thesis, Vysoká škola ekonomická v Praze, 2009. http://www.nusl.cz/ntk/nusl-75215.

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Main purpose of this thesis is to bring a reader into the problem of celebrity involvement in media marketing communication. In the thesis I explain the basic terms of celebrity marketing, consumer behavior, reference groups, marketing communication and celebrity endorsement. The application part focuses on my own research concerning the attitude of the Czech population sample to the advertisements with celebrities.

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Kheder, Mohammad. „Celebrity Endorsement - Consumers’ willingness to pay for celebrity endorsed products“. Thesis, Luleå tekniska universitet, Institutionen för ekonomi, teknik och samhälle, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:ltu:diva-71300.

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Celebrity endorsement has become a widely studied and applied concept by the marketers and managers in modern business organizations. With the progressive marketing and business methods, new promotional tools have also been introduced to provide a competitive edge to the organizations. This paper deals with the research question i.e. investigating the effects of celebrity endorsement on consumers' willingness to pay. The topic is examined through a qualitative method and inductive approach is adopted to proceed with the study. Secondary data is collected through journals, online publications and forms the background knowledge of the study. Primary data is obtained through eight semi-structured interviews conducted with a sample comprising 5 football players located in the Norrbotten County. The outcomes indicate that 4 out of 5 respondents are willing to pay a higher price for the football shoes and equipment endorsed and promoted by the famous football players. However, the willingness to pay varies due to income and substitution effects in different situations. However, it may be concluded that celebrity endorsed products substantially influence the buyers' behavior to buy.

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Saouma, Joulyana, und Dimed Chabo. „Celebrity Endorsement : Hidden factors to success“. Thesis, Jönköping University, JIBS, Business Administration, 2005. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-241.

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Abstract

The use of celebrity endorsement strategy is nowadays more frequently used by marketers in order to increase their sales and thereby extend their market shares. Many celebrities are used in various marketing campaigns and in most cases; the use of celebrities as endorsers is seen from mainly positive aspects. This made the authors curious whether the negative aspects, that also exists when using celebrities as endorsers, affects consumers in their purchasing decisions when a celebrity gets associated with negative publicity. Another cause of interest is which factors of a certain celebrity are most important and crucial in consumers’ perceptions, in the case of negative publicity.

Purpose: The purpose of this thesis is to study which factors consumers find important for a company to consider when a celebrity gets negative publicity, to maintain successful brand recognition.

Literature review: The use of previous studies within the field of celebrity endorsement clarifies many important aspects when it comes to celebrity endorsement and this chapter is elaborated from 4 different perspectives; Company, Celebrity, Brand and Consumer. Based on previous studies, the authors identified 6 crucial attributes when using celebrities as endorsers and this can also be seen as a pre-study that the research process has been based upon. Furthermore, the 6 attributes are chosen from the three first mentioned perspectives in order to be able to fulfil the purpose. Hence, this thesis is conducted from a consumer’s point of view.

Method: A quantitative method is used in this thesis since the authors want to base the results on collected data that is expressed in numbers and also to generate a general apprehension in this phenomenon. Moreover, the combinations containing the 6 attributes are used in the conjoint experiment.

Conclusions: It was proven in this study that consumers do get affected by celebrities as endorser, when the attributes from the literature review are in a combination. But, the consumers’ perception of the attributes differs in different cases. However, the main finding was that there are two crucial attributes, trustworthiness and expertise that companies should take into account when using celebrities in their advertising campaign.

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Noyer, Camille, und Majo Stéphane Di. „Exploring brands celebrity endorsement on Facebook“. Thesis, Karlstads universitet, Handelshögskolan, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:kau:diva-37164.

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Wikström, Niclas, und Daniel Sjöholm. „Välj rätt känd profil : En studie inriktad på kapitalvarubranschen. Företagens användning av marknadsföringsmetoden Celebrity endorsement, tillsammans med kundernas uppfattning“. Thesis, Högskolan i Skövde, Institutionen för handel och företagande, 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:his:diva-9888.

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Eltom, Hadia. „Celebrity Endorsement Branding : Linking Fragrances to Celebrities“. Thesis, Södertörn University College, School of Business Studies, 2007. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-1337.

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Hunter, Erik. „Celebrity entrepreneurship and celebrity endorsement : Similarities, differences and the effect of deeper engagement“. Doctoral thesis, Jönköping : Jönköping International Business School, Jönköping University, 2009. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-9284.

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Andersson, Carl-Henrik, Johan Bengtsson und Robin Jonsson. „Vilken betydelse har Celebrity Endorsement för företagens marknadsföringsstrategi?“ Thesis, Halmstad University, School of Business and Engineering (SET), 2009. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-2661.

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Vilken betydelse har Celebrity Endorsement för företagens marknadsföringsstrategi?

Problemformuleringen leder fram till syftet med uppsatsen. Vi kommer nedan att dela upp syftet i tre punkter och dessa är följande, analysera hur användningen av Celebrity Endorsement fungerar i verkligheten, jämföra denna med den tidigare teori som finns inom ämnet, dra slutsatser om teorin skiljer sig från hur användandet går till i praktiken..

Genom kvalitativa intervjuer har vi samlat in primärdata om hur företag använder sig av kändisar i marknadsföringen. Sekundärdata är hämtad främst ifrån artiklar samt litteratur. Vi har sedan jämfört empirin med den teoretiska referensram vi satt upp och efter detta dragit slutsatser.

Uppsatsens teoretiska underlag utgörs av den varumärkesuppbyggande processen samt teorier tagna från vetenskapliga artiklar i ämnet Celebrity Endorsement och detta för att få teori som stödjer vår problemformulering och vårt syfte.

De slutsatser vi kom fram till av studien var att betydelsen av Celebrity Endorsement är väldigt stor för företagen och att kändisen måste motsvara företagens ideal. En annan slutsats vi kom fram till var att företagen inte har någon handlingsplan som minimerar riskerna med att använda sig av Celebrity Endorsement. Vi kom även fram till att företagen arbetar, till synes, omedvetet i förhållande till teorin.

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Lopes, Sílvia Raquel Soares do Carmo. „A percepção da influência do Celebrity Endorsement no consumo“. Master's thesis, Universidade Europeia - Laureate International Universities, 2015. http://hdl.handle.net/10400.26/9657.

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Embora o Celebrity Endorsement seja uma ferramenta de marketing já consagrada, a ascensão digital e o ritmo frenético das redes sociais vieram reclamar mudanças no império. A evolução furiosa das redes sociais dotou o utilizador actual de uma exigência urgente, transformaram posts em gatilhos e o ontem obsoleto. Com esta metamorfose, as marcas viram-se obrigadas a acompanhar a mudança, a adoptarem propriedades camaleónicas e a readaptarem-se ao mercado. Neste sentido, agitaram a varinha de condão e transformaram o tradicional celebrity endorser num agente omnipresente, coexistindo activa e paralelamente tanto no offline como no online. O que se pretende deste estudo do tipo qualitativo e profundidade descritiva é aferir, por intermédio de entrevistas semi-estruturadas e um método de amostragem não-aleatório, a percepção que o indivíduo tem quanto à influência que o Celebrity Endorsement nas redes sociais tem no consumo.
Even though the concept of celebrity endorsement is already considered a marketing tool, the digital evolution and the continuous progress of social networking services came to establish some changes in the world. This nonstop and abrupt development in these services and mobile applications gave to the modern users the necessity of certain requirements, converting “posts” into triggers and the “yesterday” into something outdated and old-fashioned. Brands were forced to keep up with this constant change and advancement because they felt the demand of fulfilling different necessities and desires of their target market. This means that it was imperative that the conventional celebrity endorser became into an omnipresent agent, in the offline and online services simultaneously. This investigation features a qualitative and descriptive study that aims the awareness of an individual about the existence or not of an influence in his decision of purchasing something endorsed by a celebrity in social networking services. This process was accomplished by doing semi-structured interviews by a non-random sampling system.

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Brünteson, Maja. „Celebrity Endorsement : En hiss eller diss ur konsumentens synvinkel?“ Thesis, Uppsala universitet, Medier och kommunikation, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-385067.

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Qabur, Ibrahim. „FACTORS INFLUENCING EFFICACY OF CELEBRITY ENDORSEMENT IN SAUDI ARABIA“. Cleveland State University / OhioLINK, 2018. http://rave.ohiolink.edu/etdc/view?acc_num=csu1528220206039982.

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Gu, Wenjun. „Crisis balance : judging celebrity endorsement under conditions of ambiguity“. HKBU Institutional Repository, 2009. http://repository.hkbu.edu.hk/etd_ra/1100.

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Andersson, Sebastian, und Oskar Larsson. „Omvänd Celebrity Endorsement : Överförs värden från företag till kändis?“ Thesis, Högskolan för lärande och kommunikation, Högskolan i Jönköping, HLK, Medie- och kommunikationsvetenskap, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-29394.

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Denna studie handlar om Celebrity Endorsements, det vill säga samarbeten där kändisar borgar för en produkt eller ett företag i syfte att utbyta värden och förhoppningsvis öka försäljningen. Tidigare forskning inom detta område är fokuserat på vad en kändis kan tillföra företaget. Denna uppsats undersöker fenomenet från andra hållet, det vill säga vad företaget gör för kändisen. Vi vill ta reda på om svenskarna, fotbollsspelaren Zlatan Ibrahimovic samt Robin Carlsson, även känd som popartisten Robyn, genom respektive celebrity endorsement-aktion gällande kampanjen “Made By Sweden” med Volvo, övertar värden från företaget. För att applicera våra resultat på existerande teoretiska ramverk och därigenom kunna besvara våra frågeställningar har vi valt att förhålla oss till tidigare forskning om celebrity endorsement, teorier om hur budskap överförs exempelvis Meaning transfer model, samt marknadsteorier om varumärkesidentitet. Genom tre fokusgruppsintervjuer fick vi av respondenterna fram en image av de två utvalda kändisarna som låg till grund för vår analys. Genom att jämföra intervjupersonernas image med företagets profil kunde vi avgöra huruvida värden hade överförts från företaget till kändisen. Vår studie kom fram till att värden inte överförs från företag till kändis. Värdeord inkodade av företaget fanns inte representerade i den image som våra svarspersoner redovisade gällande de två olika kändisarna. Studien visar dock på att en kändis kan få helt nya värden genom en celebrity endorsement- kampanj.
This study regards Celebrity Endorsements, meaning collaborations where celebrities vouch for a product or a company in order to exchange values and hopefully increase sales. Previous research within this field is focused on what a celebrity can provide for the company. This essay examines the phenomena from the other direction, meaning what the company can provide to the celebrity. We want to find out if the swedes, football player Zlatan Ibrahimovic and Robin Carlsson, also known as the pop artist Robyn, through separate celebrity endorsement actions regarding the campaign “Made by Sweden” by Volvo, assumes values from the company. In order to apply our results on existing theoretical frameworks and thereby enabling ourselves to answer our questions, we have chosen to relate to previous research regarding celebrity endorsements, theories regarding how messages are transmitted, for instance the Meaning transfer model, as well as marketing theories regarding brand identity. Through three focus group interviews, we received an image of the two celebrities from the respondents, making the foundation for our analysis. Through comparing the image created by the respondents with the profile of the company, we could determine whether values had been transmitted from the company to the celebrity. Our study concluded that values are not transmitted from company to celebrity. Values encoded by the company were not represented in the image pictured by our respondents regarding the celebrities. The study does however show that a celebrity may gain new values through a celebrity endorsement action.

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Hagberg, Erik, und Niklas Radhammar. „Celebrity endorsement är väl ingen sport : En studie om hur sportmodevarumärken använder celebriteter i varumärkesbyggande syfte“. Thesis, Högskolan i Halmstad, Sektionen för ekonomi och teknik (SET), 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-17869.

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Titel: Celebrity endorsement är väl ingen sport – En studie om hur sportmodevarumärken använder celebriteter i varumärkesbyggande syfte Författare: Erik Hagberg & Niklas Radhammar Handledare: Thomas Helgesson Nivå: Kandidatuppsats, Marknadsföring 15 hp, VT 2012 Nyckelord: Varumärke, varumärkeskapital, celebrity endorsement, celebrity endorser, sportmodevarumärke, varumärkesbyggande Problemformulering: Hur arbetar sportmodevarumärken på den svenska marknaden med celebriteter i sina varumärkesbyggande processer? Syfte: Syftet med denna uppsats är att med utgångspunkt i den teoretiska referensramen och en abduktiv fallstudie av fem varumärken, kartlägga hur sportmodevarumärken arbetar med celebriteter i varumärkesbyggande ändamål på den svenska marknaden. Vi vill även analysera positiva effekter och risker vid användning av celebriteter i varumärkesstrategier. Metod: En kvalitativ ansats med ett abduktivt angreppssätt har använts, där beslutsfattare från fem varumärken har intervjuats inom uppsatsens ämne. De fem företagen är adidas, Craft, Tenson, Peak Performance samt Unihoc. Alla dessa arbetar aktivt med celebrity endorsement som strategi i varumärkesbyggande och marknadskommunikation. Teoretiskt perspektiv: Avsnittet inleds med en grundläggande beskrivning av varumärkeskapital samt hur celebriteter kan addera ytterligare värde till kapitalet. Därefter behandlas fenomenet celebrity endorsement samt processen vid urval av celebritet inom samma ämne. Teoriavsnittet berör även de positiva effekter samt risker som kan uppstå vid användningen av celebrity endorsement. Avslutningsvis behandlas även return on investment gällande celebrity endorsement. Empiriskt perspektiv: I det empiriska kapitlet presenteras de intervjuer vi utfört med ansvarig för respektive varumärke. Empirin speglar deras användning av celebrity endorsement. Slutsats: Studien visar att celebrity endorsement kan användas på olika sätt för att bygga varumärkeskapital, men även för att stärka varumärket i sin helhet. Vi anser att celebrity endorsement är en långsiktig strategi och inte som många teorier hävdar, en kortsiktig. Vi kan även dra slutsatsen att den risk som tas upp i samband med de teorier som präglar uppsatsen inte överensstämmer med våra fallföretags upplevda risk. De anser att risken är liten vid användning av celebrity endorsers.

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Alberola, Amores Leonor. „Influence of Celebrity Endorsement on Mature Female Luxury Cosmetic Consumers“. Doctoral thesis, Universitat Jaume I, 2021. http://hdl.handle.net/10803/671088.

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Globally, luxury cosmetic brands employ celebrity endorsement as a tool for building credibility with existing and potential end users. There is certainly a significant body of knowledge on celebrity endorsers, their credibility markers, and how they affect subliminal changes in the buying behaviour of customers. Departing from such past practice, this study aims to undertake a systematic analysis of the influence of celebrity endorsements on mature women, aged 40-60, using a combination of qualitative and quantitative methods like online questionnaires and structured interviews, apart from an exhaustive review of relevant literature on the subject. The researcher did not come across any evidence to suggest that celebrity endorsement exerted any major influence on mature female consumers. Even so, the research did not completely rule out the scope and play of celebrity endorsers in this market segment. Further research on a larger sample size will, sure enough, help the researcher to formulate stronger and workable concepts.
A nivel mundial, las marcas de cosméticos de lujo emplean el celebrity endorsement como una herramienta para generar credibilidad entre usuarias existentes y potenciales. Aunque ya existen estudios sobre la influencia de los celebrity endorsement, no hay estudios específicos efectuados sobre mujeres en edad madura. Partiendo de esto, este estudio tiene como objetivo emprender un análisis sistemático de la influencia del celebrity endorsement en mujeres maduras, de 40 a 60 años, utilizando una combinación de métodos cuantitativos y cualitativos como cuestionarios en línea y entrevistas estructuradas, además de una revisión exhaustiva de literatura relevante sobre el tema. El investigador no encontró ninguna evidencia que sugiera que el celebrity endorsement ejerciera una influencia importante en las consumidoras maduras. Aun así, la investigación no descarta por completo el alcance y el juego de los celebrity endorsement en este segmento de mercado. Una investigación con una muestra más grande, ayudaría a formular conceptos más sólidos y viables.

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Ekberg, Sara, Linn Mellgård und Magdalena Micko. „Local Celebrity Endorsement : Can You Go Far by Staying Close?“ Thesis, Jönköping University, Jönköping International Business School, 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-12853.

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Celebrity endorsement consists of a written or spoken statement from a publicly known person, proclaiming the benefits of some product or service. Previous research on celebrity endorsement has proved it very successful in promoting brands or companies. Even though many marketing strategies exist, it can be especially effective for newly started ventures to apply celebrity endorsement in their approach. While celebrity endorsement may be a good way to overcome weaknesses, such as liability of newness and lack of legitimacy, new ventures often cannot afford to implement this strategy. Therefore, an option to this might be local celebrity endorsement.

This thesis investigates the impact of local and well-known celebrity endorsement on communication effectiveness.

Through a quantitative study, the authors have concluded that local celebrity endorsers are perceived more trustworthy and emotionally involved in the endorsement process than well-known celebrity endorsers. Local celebrities and well-known celebrities are perceived equally expert, attractive and capable of transferring meaning to the endorsed product. Local celebrity endorsement is overall more effective than well-known celebrity endorsement in communicating the endorsement message. It can therefore be a suitable tool for newly started ventures that cannot afford to employ more expensive, well-known celebrity endorsement in their quest for gaining quick reputational capital.

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Meijer, David, und Daniel Montell. „Celebrity endorsement : En studie om svenska idrottspersonligheter i företags marknadskommunikation“. Thesis, Stockholm University, School of Business, 2005. http://urn.kb.se/resolve?urn=urn:nbn:se:su:diva-6103.

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I denna studie har vi valt att ur ett marknadsföringsperspektiv studera varför företag använder sig av kända svenska idrottspersonligheter i sin marknadskommunikation. Vi har valt att se på detta fenomen genom både företagens och idrottspersonligheternas perspektiv, det vill säga undersöka vilka incitament dessa båda parter har för att samarbeta. Vi har i vår uppsats valt att använda oss av en analytisk ansats, då vi ämnar skapa en djupare förståelse för ett fenomen snarare än att skapa generella lagar. Som datagenereringsmetod har vi använt oss av semistandardiserade intervjuer med företag som under senare år har använt någon svensk idrottspersonlighet i sin marknadskommunikation. De teorier vi har använt är främst celebrity endorsement teorier, men vi har även valt att ta med branding teorier för att belysa hur en idrottspersonlighet kan skapa associationer till ett varumärke. I vår analys har vi funnit att företagen är väldigt noggranna med att använda sig av idrottspersonligheter som har en naturlig ”fit” till deras produkter eller till företaget självt. Även idrottsmän vill uppleva en ”fit” mellan dem själva och företagen de representerar, då de inte ställer upp på reklam som de inte känner sig kunna stå för. Vidare har vi upptäckt att det är relativt ovanligt att idrottsmän förhandlar till sig sådant som kan vara till långsiktig nytta för dem i sina endorsement kontrakt (som till exempel någon form av utbildning som de har nytta av efter idrottskarriären) snarare än pengar som mer är till kortsiktig nytta. Vi tolkar detta som att det finns mycket som är tämligen outforskat kring ämnet individvarumärken gällande idrottspersonligheter. Våra rekommendationer till företagen är att välja idrottspersonligheter som har en naturlig ”fit” till företaget, detta för att erhålla en hög trovärdighet gentemot konsumenterna. Vidare vill vi poängtera att risken finns för företagen att en idrottspersonlighet kan överskugga en reklamkampanj. För idrottspersonligheten anser vi att det kan vara till gagn att i ett tidigt skede av sin idrottskarriär skapa sig en uppfattning om vad de vill göra efter idrottskarriären för att på så sätt kunna vidta nödvändiga åtgärder i ett tidigt skede, till exempel som att samarbeta med företag som kan erbjuda utbildning eller annan hjälp till efter idrottskarriären.

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Erdogan, Bayram Zafer. „Constructing a practioner-based model of selecting celebrity endorsers“. Thesis, University of Strathclyde, 2000. http://oleg.lib.strath.ac.uk:80/R/?func=dbin-jump-full&object_id=21360.

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This thesis investigates how British advertising agencies select celebrity endorsers and the criteria considered important in deciding which celebrity to employ. Specifically the primary focus of the study is to identify and analyse the process by which celebrity endorsers are selected by advertising agency practitioners; to explore factors affecting the selection of celebrity endorsers; and, to generate a model of selecting celebrity endorsers for marketing communication messages. The research had a two-phase design, which progressed from exploratory interviews to a mail survey. For the first phase, a sample of advertising agencies was taken from a recognised listing of the 300 largest agencies in the UK by Campaign in 1997. The top thirty, as ranked by annual sales in 1996, were chosen. Ten managers from nine advertising agencies and a celebrity director from a special research company called the Celebrity Group Ltd, were interviewed. Two fax responses were also received. Having identified a process by which practitioners select celebrity endorsers and the criteria considered, ten hypotheses were developed and the second phase, a mail survey, was launched. The population included advertising agency directors/managers working in Institute of Practitioners in Advertising (IPA) member agencies. Purposive sampling was used with the objective of selecting agency managers who have been involved in celebrity campaigns. After two waves, 131 out of 414 (31.6%) questionnaires from 80 out of 148 (54%) agencies were received. The research findings indicate that there is an informal and unwritten process of selecting celebrity endorsers in which a number of agency teams play a part and there is a range of criteria considered in the process. During the research process a preunderstanding model of how agencies select celebrity endorsers was developed that is grounded in the exploratory interview findings from which the research hypotheses are mainly de rived. After havin During the research process a preunderstanding model of how agencies select celebrity endorsers was developed that is grounded in the exploratory interview findings from which the research hypotheses are mainly derived. After having tested the hypotheses, a final version the process is proposed, which reflects a normative theory and represents a major contribution of the thesis.

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Hansen, Isabell, Renée Erlandsson und Henrik Mokhtari. „Celebrity Endorsement : A gender perspective of consumer behavior in the fashion industry“. Thesis, Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Företagsekonomi, 2013. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-21348.

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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. Purpose – This study aims to examine if there is a difference between how men and women perceive celebrity endorsement in the fashion industry. The purpose is to gain a deeper understanding of factors that affects how genders perceive celebrity endorsement, and lastly to research if the celebrity endorsement has a positive or negative effect on the brand endorsed. Method – The theoretical framework was tested through focus groups conducted with students from Jönköping University. It was also researched through an online questionnaire that was spread to the author’s personal networks via social media. The questions have been designed according to the AIDA-framework to help address im-portant steps that the consumer goes through. Conclusion – The findings suggests that there is a difference between how men and women perceive celebrity endorsement. The women analyze different cues to a greater extent and tend to be more skeptical, while the men focus mostly on the prominent cues. Moreover, the findings show that both men and women are more at-tentive to a male celebrity endorser than a female celebrity endorser.

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Domino, Tracie M. „Toward An Integrated Communication Theory For Celebrity Endorsement In Fund Raising“. [Tampa, Fla.] : University of South Florida, 2003. http://purl.fcla.edu/fcla/etd/SFE0000149.

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Burke, Kayleigh Elizabeth. „Social Butterflies: How Social Media Influencers are the New Celebrity Endorsement“. Thesis, Virginia Tech, 2017. http://hdl.handle.net/10919/78221.

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The rapid growth of visual microblogging platforms, such as Instagram, has created new opportunities for brands to communicate with stakeholders. As these platforms evolve, brands have had to adapt in order to use the available social media platforms to gain visibility in the millennial audience. Recently brands have turned to online 'celebrities' known as a social media influencer (SMI) to distribute information and influence consumers' product perceptions. This specifically has become a common tactic in communication and marketing efforts with the fashion and beauty industry. Ample research is available on the effects of celebrity endorsements but currently there is a gap in research pertaining to the consumer's perspective towards SMIs and SMIs effects on consumers. The online experiment completed in this thesis addressed how promotion of a product by a SMI affects perceptions of consumers on Instagram by measuring social comparison and self-congruity. This is accomplished by comparing participant's product perception to promotional posts on Instagram by a SMI, brand, and unbranded retail source. A three-condition experiment (SMI, Brand, Control) compared effects of product perception, social comparison, and self-congruity. A questionnaire consisting of 48 questions pertaining to SMI, self-congruity, social comparison, and product perception was completed by 151 participants. Significant relationships were found between the source of the promotional post (SMI, Brand, Control) and product perception. There was also a correlation between self-congruity and social comparison towards the SMI as well as product perception. Results suggest that the post source influences product perception. Results also indicate consumers' perception of the SMI effects product perception. These results provide practical implications for communication practioners who utilize social media. The rapid growth of visual microblogging platforms such as Instagram, is creating new opportunities for organizations to communicate with stakeholders. Brands have used social media platforms in order to gain visibility in the college age audience. Currently there is a gap in research pertaining to SMI and their effects on consumers. This online experiment will address how promotion of a product by an SMI affects perceptions of consumers on Instagram through social comparison and self-congruity theory by comparing responses to a product promoted by an SMI to the same product promoted by the promoted by the brand and to an unbranded retail source. A questionnaire consisting 34 of questions pertaining to SMI, self-congruity, and social comparison will be asked to 180-240 participants. The participants will be randomly assigned one of nine Instagram posts to accomplish stimulus sampling across the three conditions: three from SMI, three from brands, and three from an unbranded retail source
Master of Arts

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Junhem, Sanna, und Sophie Adolfsson. „Celebrity Endorsement & Consumer Behavior : Gender Differences as a Marketing Strategy“. Thesis, Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Företagsekonomi, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-35802.

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Background - Celebrity endorsement is not a new phenomenon and it can be seen in advertisements around the world. Since the content of an advertisement easily can be screened out, it is important to target the right consumer. There has to be a fit between the consumer, the endorser and the product. Since gender plays a crucial part when understanding consumer behavior, knowledge about gender differences needs to be taken into account when creating a marketing strategy. Purpose - Consumers in today’s society are being exposed to an extreme amount of advertisements and other marketing tools. Advertisements in connection to gender are an uncertain and complex issue since the consumer is largely affected by gender differences. Today, the concept of using a celebrity in advertisements is a common tool for marketers in order to efficiently reach out to the right target customer. Therefore, the purpose of this thesis is to study the relationship between consumer behavior and the use of gender differences as a marketing strategy. Significantly, how celebrity endorsers influence female and male consumers differently in the Swedish sport industry. Method - This thesis was conducted using an abductive approach together with a mixed methods approach. The data was collected with the use of focus groups and a questionnaire, resulting in a qualitative as well as quantitative approach. The data from the questionnaire complemented the data from the focus groups, which lead to a deeper understanding of the topic. Findings - The findings of this thesis show that both the gender of the consumer and the gender of the celebrity need to be taken into account when creating a marketing strategy. Further, the authors argue that consumers are filtering information in promotions differently depending on gender, and therefore knowledge of gender differences will influence the effectiveness of a celebrity endorsed promotion. The findings of this thesis strengthen previous literature to some extent, but do also enhance the readers to new insights.

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Mamede, Édi Condorcet Minallah Pais. „Celebrity endorsement : o papel das celebridades na sua relação com as marcas“. Master's thesis, FEUC, 2015. http://hdl.handle.net/10316/30159.

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Dissertação de mestrado em Marketing, apresentado à Faculdade de Economia da Universidade de Coimbra, sob a orientação de Arnaldo Fernandes Matos Coelho.
O celebrity endorsement representa uma estratégia que já vem sido utilizada desde há várias décadas para cá. As marcas, no entanto, apostam cada vez mais nas celebridades e o investimento nestas é, globalmente, superior todos os anos. No entanto, esta estratégia não pode ser feita sem discernimento, correndo o risco de ser inconsequente. Neste sentido, este estudo tem por objectivo analisar o papel das celebridades na sua relação com as marcas. Assim, o presente estudo assenta na necessidade de perceber quais são as características das celebridades que podem gerar um impacto positivo nas atitudes e comportamentos dos consumidores face às marcas. Os resultados do questionário de investigação realizado a 331 consumidores demonstraram que as variáveis credibilidade da celebridade, a exposição e a congruência entre a celebridade e a marca tiveram um impacto nas atitudes em relação à marca, nomeadamente, nas variáveis afecto à marca, prestígio da marca, identificação com a marca, reputação da marca e confiança na marca. Por outro lado, este estudo demonstrou que estas atitudes exercem um efeito de mediação entre as características das celebridades e os comportamentos e atitudes em relação à marca, nomeadamente, nas variáveis lealdade à marca, brand equity, word of mouth, intenção de compra e sensibilidade ao preço. Adicionalmente, os resultados permitiram perceber que a variável confiabilidade da celebridade, enquanto factor de credibilidade desta, não revelou significância estatística ao nível do contributo explicativo de nenhuma variável presente no nosso modelo de investigação, contrariamente ao que apurámos aquando da nossa revisão da literatura.

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Fiúza, Alícia Sofia Alves. „Micro-celebrity endorsement no Instagram : estudo da necessidade da sua utilização para as marcas“. Master's thesis, Instituto Superior de Economia e Gestão, 2017. http://hdl.handle.net/10400.5/14988.

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Mestrado em Ciências Empresariais
Atualmente, com a emergência das redes sociais, as empresas tiveram de adaptar as suas estratégias de marketing a este meio em constante mudança, uma vez que grande parte do contacto marca-consumidor é realizado através destas mesmas redes. Este estudo irá basear-se numa dessas estratégias muito utilizadas pelas empresas, a utilização de micro-celebridades, para a promoção dos seus produtos, na rede social Instagram, ou seja, micro-celebrity endorsement. Neste estudo procurou-se então, perceber a opinião dos utilizadores do Instagram na utilização, por parte das marcas, de micro-celebridades para publicitarem os seus produtos. Adicionalmente, foi examinado se a visualização de imagens de micro-celebridades tinha qualquer efeito na opinião dos utilizadores. Não foi possível confirmar este efeito, contudo foi possível perceber a opinião dos utilizadores do Instagram relativamente ao micro-celebrity endorsement. Ao longo da investigação foi também possível identificar alguns fatores que levam os utilizadores a seguir marcas e micro-celebridades.
Nowadays, with the rise of social networking sites, companies had to adapt their marketing strategies to this ever-changing environment, since much of the brand-consumer contact is carried out through these same networks. This study will be based on one of these strategies widely used by businesses: the use of micro-celebrities to promote their products, in the social networking site Instagram - micro-celebrity endorsement. In this study, we sought to understand the opinions of Instagram users on the use of micro-celebrities, by brands, to advertise their products. Additionally, it was examined whether the visualization of micro-celebrity images had any effect on user opinion. It was not possible to confirm this effect, however, it was possible to learn the opinion of the users of Instagram regarding micro-celebrity endorsements. Throughout the investigation it was also possible to identify some factors that lead users to follow brands and micro-celebrities.
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Havnevik, Giske Jonatan, und Mattias Andersson. „Brad Pitt, Chanels nya No.1 : - En undersökning av ambassadörens trovärdighet, attraktivitet, expertis och dess samband till annons- och varumärkesattityd för Chanel No. 5“. Thesis, Uppsala universitet, Företagsekonomiska institutionen, 2013. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-202704.

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Forskningen kring marknadsföring med kändisar har fokuserat på hur företag väljer den lämpligaste endorsern för just sitt varumärke och hur associationerna mellan produkten och kändisen spelar in på annonseffekter. Det har visats i flera studier att konsumenternas uppfattning av kändisen som person återspeglas i betraktarens annonsattityd och varumärkesattityd. Vi har valt att fokusera vår uppsats på effekterna av marknadsföringen av kvinnoparfymen Chanel No. 5 och jämfört konsumenternas uppfattning för en manlig respektive en kvinnlig ambassadör.Studien är uppdelad i två enkäter där vi med kvantitativa metoder undersöker två olika ambassadörersom marknadsfört produktenChanel No. 5. Vi har valt en manlig (Brad Pitt) och en kvinnlig ambassadör (Marilyn Monroe).Resultatet visade på en skillnad mellan de två ambassadörerna i både sambandet mellan annonsattityd/varumärkesattityd och konsumentens uppfattning av ambassadören. Resultatet bekräftade även gängse uppfattning om att en kvinna som marknadsför en kvinnoparfym har en bättre matchning jämfört med den manliga. För den kvinnliga ambassadören med starkareanknytning till varumärket kunde vi se tydliga samband för både annonsattityd och varumärkesattityd medan för ambassadören med mindre anknytning fanns det främst samband för annonsattityden medan för varumärkesattityden fanns det knappt några sambandalls.

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Celis, Roggendorf Martina Claudia. „Celebrity endorsement : la importancia de la complementariedad del medio y nivel de explicitness“. Tesis, Universidad de Chile, 2017. http://repositorio.uchile.cl/handle/2250/145823.

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TESIS PARA OPTAR AL GRADO DE MAGÍSTER EN MARKETING
El celebrity endorsement corresponde a una estrategia de comunicación, la cual frecuentemente puede ser vista en diversos avisos de diferentes marcas. Hasta ahora ha sido estudiada mayormente en medios tradicionales como la televisión, diarios y revistas, sin embargo poco se ha investigado sobre sus efectos en medios online, específicamente redes sociales. Este estudio propone un experimento factorial, donde se pretende comparar los efectos a niveles cognitivos, afectivos y conductuales de cuatro piezas publicitarias, que alternan tanto el medio: online/offline y como el nivel de explicitness en la comunicación; explícito/implícito. El estudio se realizó con la red social Instagram, ya que esta tiene un uso frecuente en la población joven chilena, además de un mayor engagement o interacción por publicación que otras redes sociales como Facebook y Twitter (Elliot, 2015). Junto con esto resulta una medio idea para las marcas, puesto que al solo poder compartir fotos o vídeos y estar diseñada para aplicaciones móviles, permite ver publicaciones y/o publicidades de las marcas y celebridades en cualquier lugar y momento. Los resultados muestran mejores resultados cognitivos en el medio online y con mensajes implícitos, mientras que los resultados a nivel afectivo resultan superiores cuando se hace publicidad explícita en medios offline. A nivel conductual se observa acciones explícitas tienen una leve mejor respuesta, sobre todo en el medio online. Muchos de estos hallazgos coinciden con la literatura previa, mientras que otros que no habían sido tan estudiados resultan ser muy interesantes. Las implicancias de estos resultados son discutidos al final del estudio.

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Jitu, Halima Abedin, und MD Atiqur Rahman. „The influence of celebrity endorsement through social media on impulsive buying in Sweden“. Thesis, Högskolan i Gävle, Företagsekonomi, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-33412.

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Aim The authors seek to explore the impact of celebrity endorsement through social media on consumer behavior, specifically on impulsive buying. Methodology The quantitative research approach was adopted, and a questionnaire was administered to university students in 3 cities (Gavle, Uppsala, and Stockholm). The primary data was collected from the students’ responses to the questions (127-members survey). For achieving the results mentioned in the results chapter, SPSS 17 was used for the data analysis. In the study, secondary data was collected through scholarly journals, books, and articles. Findings The findings show that the popularity of the celebrity affects the buying behavior of customers (purchase motivation or purchase intention). The results revealed that marketers need to use recognized factors to motivate and influence consumers’ buying intention on social media as suggested by the consumer. The perception of the customers is that Marketers will do well to control the purchasing behavior of customers, and if possible the influence of celebrity endorsement through social media on impulsive buying. Contribution to the study Theoretical contribution This study adds a theoretical contribution to impulsive buying towards consumers’ buying behavior in the emerging field of marketing theory. Celebrities can play a vital role in influencing customers through using social media platforms which can impact their buying decision. In addition to the social media effect, the authors have chosen to continue the Pavlovian model for consumer behavior, adapting it to success, as did the other two separate factors that lead to an impulse purchase which is the convenience of e-commerce and impulse decision. The theory explores the actions of consumers in detail and aims at a much deeper understanding of thought and shifting attitudes based on both external and specific environmental factors. Managerial contribution Celebrities create positive awareness through their influence and arouse the need in the mind of customers. Motivated customers are interested in buying and making instant decisions. The attitude of graduate students could be vital for marketers to promote products through this channel. The research asks actually that if, in the case of support for the chosen celebrity and not just any celebrity, details should be collected and a commonly known celebrity is strategically positioned then the research would change their preconceived ideas about certain target markets. Limitations and suggestions for future research The authors recommend that the results presented are not generalizable to other universities or countries. The focus of this study is limited to a particular segment with various constraints, in changing situations, to obtain students’ perceptions of different opinions and methods to influence the decision-making behavior of consumers with celebrities' help through social media. The point of view may differ from one demographic segment to another, so the authors will recommend extending/expanding the sample size with various demographic features for similar studies in the future. The impulsive buying behavior of customers is largely influenced but still, there is a gap between the product category and customers’ preference. Furthermore, the new study can be done on how consumer buying behavior may affect based on contextual influence such as involving time pressure, situational impact based on the channel of promotion(online and offline ), as the number of customers, is increasing very rapidly.

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Hock, Stefan Johannes Michae. „Negative Celebrity Endorsement Publicity and Stock Returns: The Importance of Proactive Firm Reactions“. Diss., Virginia Tech, 2015. http://hdl.handle.net/10919/79619.

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Nowadays, about one fourth of all prime time commercials in the United States feature celebrity endorsers. Previous research has identified numerous benefits of this powerful marketing strategy. Unfortunately, celebrities have been increasingly involved in negative publicity in the recent past. Using event study methodology, I examine the influence of negative celebrity endorser publicity on immediate and subsequent stock returns, covering 59 events during a 25 year period from 1988 to 2012. My research shows that firms do not have to take losses for granted. By choosing proactive versus reactive/passive strategies, firms can successfully counteract the subsequent negative stock returns. Thus, it is not the negative event itself that drives the subsequent financial performance, but rather the immediate response of firms. Although immediate firm reactions increase the salience of the event and cause stock prices to drop initially, they also build up investors' trust and confidence again, ultimately leading to increased stock returns in the subsequent weeks. On the flipside, a reactive/passive strategy shows a lack of control and leadership, which can lead to substantial financial losses in the subsequent weeks. I show that this main effect is attenuated for subsidiary (vs. corporate) brands. Further, the appropriateness of the reaction (match between expected and actual firm reaction) is also crucial. Overall, this dissertation helps to advance the knowledge regarding the financial risk of negative celebrity endorser publicity and provides firms with advice to best manage the situation.
Ph. D.

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Stašková, Diana. „Role of Celebrity Endorsement in Purchasing Decisions in Cosmetics on the Czech market“. Master's thesis, Vysoká škola ekonomická v Praze, 2014. http://www.nusl.cz/ntk/nusl-193218.

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The aim of this master thesis is to find out whether celebrity endorsement is influencing factor on decision-making process when purchasing cosmetics (hair care and skin care) in Czech market. Master thesis is divided into two main parts. Theoretical part describes consumer decision-making process, role of celebrity endorsement and examples how celebrity endorsement is used nowadays by L'Oréal. Practical part then focuses on analysis of consumer behaviour through quantitative (online questionnaire) and qualitative research (focus groups) in order to analyse what consumer thinks about celebrity endorsement and to which extent is Czech beauty shopper influenced by it. Thanks to these analyses I was able to identify the most influencing factors, position celebrity endorsement within this group and create set of recommendations regarding most important tools when promoting skin care and hair care products on Czech market.

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Johansson, Martin, und Ömer Bozan. „How does celebrity endorsement affect consumers' perception on brand image and purchase intention?“ Thesis, Luleå tekniska universitet, Institutionen för ekonomi, teknik och samhälle, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:ltu:diva-64430.

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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. It is therefore a very interesting area to investigate and do further research on. By using a qualitative research, this thesis explores, describes and analyse how celebrity endorsement affects consumers’ perception on brand image and purchase intention. To answer the research questions, interviews have been made. The main findings of this thesis are that the image of the celebrity endorser transfers to the brand image. Furthermore, trustworthiness and success has been shown as important factors in a celebrity endorser. Lastly, the research has shown that attributes such as familiarity, likability and similarity in a celebrity endorser affects consumers’ purchase intention.

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Ortiz, von Dessauer Valentina Andrea, und Fuentes Hugo Ignacio Venegas. „Celebrity endorsement en publicidad gráfica : fuentes de efectividad y aplicación en el mercado chileno“. Tesis, Universidad de Chile, 2014. http://www.repositorio.uchile.cl/handle/2250/115276.

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Seminario para optar al grado de Ingeniero Comercial, Mención Administración
El endorsement ha sido por muchos años una herramienta importante en la comunicación de marketing. La utilización de una figura o personaje como apoyo comunicacional de una marca o producto han sido estrategias recurrentes en las últimas décadas. La creencia de que existe un impacto positivo en las actitudes del consumidor hacia la marca o producto por la influencia de las características del endorser o vocero de marca ha sido fundamento para los altos niveles de inversión en esta herramienta comunicacional. En este contexto, el presente estudio busca indagar en las fuentes que determinan la efectividad del uso de endorsement, siendo más específico en el uso de celebridades como endorsers en publicidad gráfica. Mediante un estudio cuantitativo/experimental que contó de dos fases, un pre test y un test final, y con la utilización de actrices nacionales, se buscó analizar las fuentes que determinan la efectividad del uso de celebridades como endorsers. Además, y de forma más importante, se comparó el uso de endorsers versus otras alternativas, como lo son el uso de modelos o figuras anónimas y la utilización de avisos sin endorsers, obteniendo resultados muy interesantes. Basados en los modelos de credibilidad de la fuente (source credibility), atractivo de la fuente (source attractiveness), transferencia de significado (transfer meaning) y calce entre la celebridad y el producto o marca, se analizó de manera experimental el uso de celebridades como endorsers. Los resultados son reveladores en cuanto a la influencia que tienen las características del endorser (celebridad) en la recepción del mensaje y la actitud hacia el aviso por parte de la audiencia. Se midieron constructos como actitud hacia la marca, actitud hacia el aviso e intención de compra para distintas categorías de producto, y a la vez para las celebridades mejor y peor evaluadas en la etapa de pre test. Entre las conclusiones más importantes se pudo obtener que las características del endorser si son traspasadas al producto y, por ende, al consumidor, como lo indica el proceso de transfer meaning. Además, las opciones alternativas de uso de celebridades anónimas o avisos sin endorser resultan ser válidas ante la baja diferenciación que generan las celebridades para ciertas categorías de producto. Finalmente, es clave considerar el calce entre la celebridad y el producto o marca, donde celebridades con alto atractivo físico son mejor consideradas para productos de cuidado personal, así como también en productos ligados a alto performance o de alto involucramiento, la celebridad o endorser no genera una diferenciación para la marca, dado que el consumidor se enfoca en las características del producto por sobre las de la celebridad. El uso de esta herramienta comunicacional puede ser efectivo bajo ciertas condiciones. Se debe considerar el contexto comunicacional, las características de la marca y/o producto, los costos asociados y las alternativas disponibles. Las características de las celebridades tendrán un impacto significativo en la efectividad del endorsement. Características como confiabilidad, atractivo y expertise son claves para obtener mejores resultados en el proceso de endorsement. Finalmente, es importante destacar las limitaciones de este estudio, el cual deja de lado ciertas variables como el género, profesión, entre otros. Además, esta investigación considera solo actrices chilenas y no se utilizó producción gráfica profesional. Cualquier alteración de este contexto podría modificar los resultados obtenidos

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