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Dissertations / Theses on the topic 'A phenomenon of a celebrity, a celebrity'

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Published: 24 April 2022

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1

Lookadoo, Kathryn L. "Testing the Parasocial Phenomena." The Ohio State University, 2012. http://rave.ohiolink.edu/etdc/view?acc_num=osu1343761776.

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2

Kočišová, Jana. "Celebrity marketing." Master's thesis, Vysoká škola ekonomická v Praze, 2007. http://www.nusl.cz/ntk/nusl-1538.

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Diplomová práce začíná uvedením do problému nákupního chování a vliv referenčních skupin na spotřebitele, pokračuje historii celebrity marketingu, využitím celebrit v reklamě, jako komunikačního nástroje. Práce také popisuje vliv celebrit na vzhled, módu a jejich působení v sociální sféře a politice. Na konci teoretické části popisuje vodítka, jak si celebrity vybírat, jak jich kontaktovat a vyjednávat s nimi a v závěru jsou popsané výhody a nevýhody využití celebrit v reklamě. Praktická část se zaměřuje na porovnání České republiky a zahraničí ve vnímání a ovlivňování zákazníků celebritami.
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3

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 a
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4

Raskin, David Cante Richard C. "Reality / tv / celebrity." Chapel Hill, N.C. : University of North Carolina at Chapel Hill, 2006. http://dc.lib.unc.edu/u?/etd,448.

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Thesis (M.A.)--University of North Carolina at Chapel Hill, 2006.<br>Title from electronic title page (viewed Oct. 10, 2007). "... in partial fulfillment of the requirements for the degree of Master of Arts in the Department of Communication Studies." Discipline: Communication Studies; Department/School: Communication Studies.
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5

Johansson, Kristoffer. "Celebrity brand endorsing." Thesis, Högskolan Dalarna, Bildproduktion, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:du-27953.

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Syftet med den här uppsatsen är att undersöka hur svenska reklamproducenter ser på användandet av kändisar i reklam, så kallad celebrity brand endorsing. Att använda kändisar i reklamkampanjer är en vanlig marknadsföringsstrategi i både Sverige och utomlands, och en inledande fundering i studien är huruvida detta bottnar i en övertygelse hos reklamproducenterna om att kändisar "lönar sig". I bakgrunden finns vetskapen om att prislappen på kändisars medverkan i reklamproduktion är hög, till exempel uppges Zlatan Ibrahimovic ha fått tolv miljoner kronor för att figurera i Volvos kampanj "Made by
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6

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

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7

Kuzmová, Tereza. "Celebrity marketing pražských muzikálů." Master's thesis, Vysoká škola ekonomická v Praze, 2017. http://www.nusl.cz/ntk/nusl-359152.

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This Diploma Thesis deals with the issue of Prague musicals celebrity marketing, which is a significant characteristics of the contemporary Prague musical scene. The theoretical part of this thesis introduces the basic theories of celebrity studies and the specifics of marketing mix of musicals, in which celebrities play a significant role. On the margine, the thesis is also focused on current overproduction of musicals and related problems in marketing activities of musical productions. The main part of this thesis is the own research, which was realized by analyzing the promotional materials
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8

Marshall, P. David. "Celebrity and power : celebrity status as a representation of power in contemporary culture." Thesis, McGill University, 1992. http://digitool.Library.McGill.CA:80/R/?func=dbin-jump-full&object_id=39501.

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The dissertation is an investigation of modern subjectivity as it is expressed in the form of celebrities. First of all, it establishes that celebrities are linked to both the development of a democratic culture, where there is an investment in conceptions of the popular will for political and cultural legitimation, and consumer capitalism, where power and subjectivity are intimately connected to the commodity and a consumer identity that is formed through commodities. Secondly, the dissertation establishes that the significance and meaning of the celebrity in contemporary culture are linked t
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9

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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10

Gonzalez, Aaron. "Exploring Value Creation Derived from Celebrity Consumption : The paradigmatic elements of Celebrity Negative Information." Thesis, Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Företagsekonomi, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-17843.

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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). The purpose of the thesis is to investigate the paradigmatic elements of celebrity negative information across different celebrity domains. The word paradigmatic is used because over the years we have seen celebrities killing their careers as consequence of their wild behavior. In the other hand we have also seen celebrities booming their careers. This thesis i
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11

Moran, Joseph Patrick. "The American author as celebrity." Thesis, University of Sussex, 1995. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.283106.

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12

Wahl, Stephanie. "Celebrity Marketing Markenkommunikation mit Prominenten /." [S.l. : s.n.], 2004. http://www.bsz-bw.de/cgi-bin/xvms.cgi?SWB11244215.

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13

Young, Sarah. "Body image and celebrity tabloids." Morgantown, W. Va. : [West Virginia University Libraries], 2009. http://hdl.handle.net/10450/10154.

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14

Usher, Bethany Rowan Wishhart. "Celebrity, journalism and self-identity." Thesis, University of Leeds, 2018. http://etheses.whiterose.ac.uk/20031/.

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THIS thesis explores the intertwining discourses and displays of celebrity, print journalism and self-identity in the capitalist democracy of Britain, with particular consideration of relationships with US media cultures. Part One plots three successive phases in the development of celebrity journalism in relation to the “authentic self” linked to consumerism, “the citizen” linked to national identity, and “the star” linked to hyperreal self display. It spans the 18th to the late 20th centuries and considers celebrity and celebritised journalism in relation to socio-cultural, political, econom
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15

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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16

Wood, Megan M. "When Celebrity Women Tweet: Examining Authenticity, Empowerment, and Responsibility in the Surveillance of Celebrity Twitter." Scholar Commons, 2013. http://scholarcommons.usf.edu/etd/4855.

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This thesis is a textual analysis of stories in online celebrity news articles about celebrity women and their use of Twitter. It adds to the burgeoning discussion about gendered and racialized bodies online using scholarship from critical feminist, surveillance, and digital media studies. Throughout, my work attends to notions of authenticity and surveillance, examining how what I term a "call to authenticity"--the use of technologies of self-surveillance to verify "authentic" displays of the self--serves to animate contradictory post-feminist paradigms of femininity which function together t
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17

Saouma, Joulyana, and 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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<p>Abstract</p><p>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 cer
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18

Noyer, Camille, and 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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19

GUALDA, ANA ROBERTA DE MACEDO COSTA. "ENTERTAINMENT REPUBLIC: THE CONSTRUCTION OF CELEBRITY." PONTIFÍCIA UNIVERSIDADE CATÓLICA DO RIO DE JANEIRO, 2010. http://www.maxwell.vrac.puc-rio.br/Busca_etds.php?strSecao=resultado&nrSeq=16591@1.

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PONTIFÍCIA UNIVERSIDADE CATÓLICA DO RIO DE JANEIRO<br>Nessa dissertação propomos investigar as razões pelas quais as personalidades públicas, sobretudo oriundas da esfera do entretenimento, adquiriram um papel tão central em nossas vidas, vale dizer, como se construiu historicamente nossa demanda e fascínio por celebridades e, ainda, de que maneira, e por que, elas permanecem sendo construídas hoje. A Revolução Burguesa, os meios de comunicação de massa, a cultura do indivíduo precipitaram-nos na Era das Celebridades, onde reinam os heróis dos novos tempos, midiáticos e, em sua maioria, vazios
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20

Pant, Meagan. "Framing Celebrity Miscarriage: A Textual Analysis." University of Dayton / OhioLINK, 2021. http://rave.ohiolink.edu/etdc/view?acc_num=dayton161608093175056.

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21

Vrátil, Jiří Mgr. "Celebrity v reklamě na alkoholické nápoje." Master's thesis, Vysoká škola ekonomická v Praze, 2006. http://www.nusl.cz/ntk/nusl-380.

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Cílem práce bylo vytvořit doporučení pro výběr celebrity do reklamy na alkoholické nápoje, respektive tří tuzemských značek (Becherovka, Absinth a Královská medovina). Uvádím použitou metodiku, dále se věnuji vlastnímu výběru značek alkoholických nápojů (proč jsem se rozhodl pro dané brandy) a předkládám stručnou charakteristiku jak nápojů, tak výrobců, pro které mohou být výstupy mé práce zejména užitečné. Následuje výběr charakteristik a vlastností člověka, jež by měly odpovídat image jednotlivých značek alkoholických nápojů a výběr celebrit potenciálně vhodných k propagaci zvolených značek.
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22

Vrátil, Jiří. "Celebrity v reklamě na alkoholické nápoje." Master's thesis, Vysoká škola ekonomická v Praze, 2006. http://www.nusl.cz/ntk/nusl-14992.

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Cílem práce bylo vytvořit doporučení pro výběr celebrity do reklamy na alkoholické nápoje, respektive tří tuzemských značek (Becherovka, Absinth a Královská medovina). Uvádím použitou metodiku, dále se věnuji vlastnímu výběru značek alkoholických nápojů (proč jsem se rozhodl pro dané brandy) a předkládám stručnou charakteristiku jak nápojů, tak výrobců, pro které mohou být výstupy mé práce zejména užitečné. Následuje výběr charakteristik a vlastností člověka, jež by měly odpovídat image jednotlivých značek alkoholických nápojů a výběr celebrit potenciálně vhodných k propagaci zvolených značek.
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23

Pajvani, Mehulkumar. "Universal celebrity endorser and interaction between perceived celebrity image (PCI) And perceived brand image(PBI) across national boundaries." Thesis, University of Leeds, 2009. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.511170.

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24

Heasley, Gwendolyn Volz Yong. "Upper-class women reading celebrity news audience reception study on celebrity news viewed through the lens of class /." Diss., Columbia, Mo. : University of Missouri--Columbia, 2009. http://hdl.handle.net/10355/6529.

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The entire thesis text is included in the research.pdf file; the official abstract appears in the short.pdf file; a non-technical public abstract appears in the public.pdf file. Title from PDF of title page (University of Missouri--Columbia, viewed on November 17, 2009). Thesis advisor: Dr. Yong Volz. Includes bibliographical references.
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25

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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26

Burke, Eliza 1973. "Celebrity anorexia : a semiotics of anorexia nervosa." Monash University, School of Literary, Visual and Performance Studies, 2003. http://arrow.monash.edu.au/hdl/1959.1/7602.

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27

Levitt, Linda. "Hollywood Forever: Culture, Celebrity, and the Cemetery." [Tampa, Fla] : University of South Florida, 2008. http://purl.fcla.edu/usf/dc/et/SFE0002416.

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28

Hagberg, Erik, and 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 &amp; 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 t
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Drake, Latoya. "Commodification of voting celebrity, spectacle and social movements /." CONNECT TO ELECTRONIC THESIS, 2006. http://hdl.handle.net/1961/3599.

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Goldman, Jonathan E. "The modernist author in the age of celebrity /." View online version; access limited to Brown University users, 2005. http://wwwlib.umi.com/dissertations/fullcit/3174610.

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31

Andersson, Carl-Henrik, Johan Bengtsson, and 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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<p>Vilken betydelse har Celebrity Endorsement för företagens marknadsföringsstrategi?</p><p>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..</p><p>Genom kvalitativa intervjuer har vi samlat in primärdata om hur företag använder sig av kändisar i marknadsföringen. Sekundärdata är hämtad främst ifrån
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32

Thapthiang, Nuwan. "Thai celebrity culture and the Bangkok teenage audience." Thesis, University of Leicester, 2004. http://hdl.handle.net/2381/7671.

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This study explores the media reception patterns and impact of celebrity culture on identity construction of Bangkok teenagers. The hypothesis is that audiences do not necessarily decode identical media messages in the same way as encoded. Bangkok teenagers with different ages and genders are likely to read texts regarding celebrities differently. Celebrities may not influence all teenage audiences to a significant degree and, for affected teenagers, the degree of influence may differ. Celebrities may act as good or as bad role models. This study employs a combination of quantitative and quali
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Arredondo, Christina Marlene. "The affects [sic] of behavior on celebrity image." CSUSB ScholarWorks, 2005. https://scholarworks.lib.csusb.edu/etd-project/2627.

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34

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 reklamfil
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Li, Ying, and Qian Cai. "How Chinese internet celebrity influences consumers’ attitude to purchase on E-commerce. : In the case of internet fashion celebrity Dayi Zhang." Thesis, Uppsala universitet, Företagsekonomiska institutionen, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-388103.

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Problem/Purpose: Internet celebrities have shown huge commercial value by operating their E-commerce in the Chinese market. This article aims to research How Chinese internet celebrity influences consumers’ attitude to purchase on E-commerce. Method: The Primary data is collected by semi-structured interviews with consumers who followed the internet celebrity and bought products from her online stores. Meanwhile, word frequency analysis of posted context and comments on the internet is proceeded to conduct secondary data to support findings. Findings: Our findings show that the traditional sou
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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 par
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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
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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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Kyllonen, Hanna. "Representations of success, failure and death in celebrity culture." Thesis, University of Sussex, 2012. http://sro.sussex.ac.uk/id/eprint/39667/.

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Celebrity is one of the most central shaping and distorting forces in our society. My PhD thesis interrogates the nature of fame in contemporary culture that actively promotes individuality, image, consumerist lifestyles, and the constructed nature of the self. Celebrity culture is marked by a confusion of realms between public and private, talent and manufacture, and image and the ‘real self.' The thesis examines representations of success, failure and death in celebrity culture during the period between the death of Diana, Princess of Wales in 1997 and the end of year 2010. The thesis provid
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40

Crewe, Thomas James. "Political leaders, communication, and celebrity in Britain, c1880-c1900." Thesis, University of Cambridge, 2016. https://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.709506.

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Stoffberg, Kendra. "Celebrity humanitarian activism in conflicts: a critical descriptive study." Master's thesis, University of Cape Town, 2012. http://hdl.handle.net/11427/11970.

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Includes abstracts.<br>Includes bibliographical references.<br>The phenomenon of celebrities becoming involved in humanitarian activism is by no means new, and yet recently the amount of international attention that it attracts has increased dramatically. It appears that certain advances in media technology, coupled with shifts in international political power relations, have allowed for celebrity humanitarian activism to develop into a prominent international phenomenon. Academic studies on the topic are still relatively scarce. It is therefore the intention of this dissertation to help fill
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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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43

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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44

Andersson, Sebastian, and 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 “
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45

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
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46

Sevel-Sørensen, Simone. "Celebrity Chefs and Social Media : A case study of two celebrity chefs use of social media: their transmedia/cross-media strategies and online discourse." Thesis, Malmö universitet, Malmö högskola, Institutionen för konst, kultur och kommunikation (K3), 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:mau:diva-36969.

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Champion, Leah. "Crisis Communication and Celebrity Scandal: An Experiment on Response Strategies." Scholar Commons, 2015. http://scholarcommons.usf.edu/etd/5661.

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Recent allegations surrounding Bill Cosby presented an opportunity to combine, test, and extend situational crisis communication theory typology and image repair theory response strategies for celebrity use. Because Cosby did not respond to the numerous allegations against him, it presented an opportunity to experiment with new and existing typologies using a real case, as opposed to analyzing past response attempts or using a hypothetical case. This study used a 2 X 4 factorial design to test veracity of claims, a proposed concept, and response strategies via survey. Even though none of the h
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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
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Ekberg, Sara, Linn Mellgård, and 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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<p>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. Theref
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Meijer, David, and 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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<p>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
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