To see the other types of publications on this topic, follow the link: Celebrity advertising.
Dissertations / Theses on the topic 'Celebrity advertising'
Create a spot-on reference in APA, MLA, Chicago, Harvard, and other styles
Consult the top 50 dissertations / theses for your research on the topic 'Celebrity advertising.'
Next to every source in the list of references, there is an 'Add to bibliography' button. Press on it, and we will generate automatically the bibliographic reference to the chosen work in the citation style you need: APA, MLA, Harvard, Chicago, Vancouver, etc.
You can also download the full text of the academic publication as pdf and read online its abstract whenever available in the metadata.
Browse dissertations / theses on a wide variety of disciplines and organise your bibliography correctly.
1
Вертюченко, А. Р. "Як зробити ефективний celebrity - маркетинг." Thesis, Сумський державний університет, 2017. http://essuir.sumdu.edu.ua/handle/123456789/64579.
Full textAbstract:
Створюючи бренд, будь-яка компанія намагається зробити його по-
справжньому успішним та вигідним. Але в умовах високої конкуренції, коли
на ринку кожного дня з’являються нові імена, бренду необхідно бути не
лише корисним для споживача, а й дарувати йому позитивні емоції.
Споживача потрібно завоювати, довести йому, що саме даний продукт
заслуговує вибору. Щоб добитися цього, компанії використовують різні
методи, одним із яких є celebrity-маркетинг.
2
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.
Full text
3
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.
Full textAbstract:
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
4
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.
Full textAbstract:
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.
5
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.
Full textAbstract:
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.
6
Manta, Alexander. "The Celebrity Athlete: A Powerful Endorsement Tool in the Mass Media." Thesis, Boston College, 2013. http://hdl.handle.net/2345/3060.
Full textAbstract:
Thesis advisor: Michael KeithAthletes 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
7
Gu, Wenjun. "Crisis balance : judging celebrity endorsement under conditions of ambiguity." HKBU Institutional Repository, 2009. http://repository.hkbu.edu.hk/etd_ra/1100.
Full text
8
Souza, Ana Clara, and Rexhinaldo Durro. "Digital marketing: Online advertising tricks and consumer irritation." Thesis, Högskolan i Halmstad, Akademin för ekonomi, teknik och naturvetenskap, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-31317.
Full textAbstract:
The social media usage in this decade has seen a vast expansion, expansion that has been observed in the amount of time users spend on social media. This has provided ground for advertising within the media. Exploiting those opportunities, a number of advertisement tricks have been contrived and exercised with the intention of drawing the users’ attention and turning them into potential customers, although the effectiveness of these advertising has shown mixed results. Moreover there is an insufficient amount of scientific research within social media advertising, as well as the forms and effects of this form of advertising. The aim of this study is to identify and explain the main forms of social media advertising, acquire an understanding of the reasons behind the labeling, by the users, of these advertising techniques as irritating, as also, rank the tricks based on the irritation levels effectuated by them to the users. As a result the paper will provide a concentrated guide of social media advertising techniques, with positive and negative aspects of each type of trick and distinguish those tricks that effectuate the most consequential effects. To achieve this goal, a questionnaire was conducted and aimed to a demographic representing the majority of social media users and as a derivate the users that most frequently encounter social media advertising tricks. The results indicated an inclination towards advertisement that make use of celebrity personalities. The reasons and motivations that lead to this eventuality can be due to contempt, appreciation or practical post characteristics.
9
Löfgren, Emma, and Juan Li. "Brand Loyalty: A Study of the Prevalent Usage of Celebrity Endorsement in Cosmetics Advertising." Thesis, Umeå University, Umeå School of Business, 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-35116.
Full textAbstract:
The usage of celebrity endorsements has been confirmed to result in more favorableadvertisement ratings and positive product evolutions (Dean and Biswas, 2001). It has evenbecome one of the most popular forms of retail advertising (Choi and Rifon, 2007). Marketershave heavily relied on celebrity endorsement, because they believe in its positive impact ofassisting in improvement of brand awareness, brand equity, and even financial returns.Celebrities are easily chosen by marketers to peddle their products. Especially in cosmeticsindustry, this tactic is commonplace and often seen in TV advertisements, magazines and othertypes of media. If you flip through the television channels, you can easily find a number ofdifferent celebrity endorsers; from Eva Longoria for L’Oreal to Julia Roberts for Lancôme andeven Nicole Kidman for Schweppes. What do marketers expect from enormous amounts spenton celebrities appearing in their advertisements? Besides returns on the financial aspect andbrand awareness, using celebrities in advertisements can be a shortcut to assisting brands ingaining recognitions. All these efforts may be contributions in creating brand loyalty, which iswhere the marketing battle really begins. The brand loyalty concept has been somewhatoverlooked, in the sense that many studies have only been focused on the “behavioral” aspect.Recent studies actively propose that brand loyalty shall take both behavioral and attitudinalaspects into consideration in order to make it comprehensive. David Aaker (1991) suggested,“The brand loyalty of the customer base is often the core of a brand’s equity”. Because of theexistence of brand loyalty, it makes the brand choice and brand equity possible. For theseparticular reasons and arguments, the topic was chosen regarding both celebrity endorsement andbrand loyalty in cosmetics advertising, with the aim to probe the relationship between them. Thisstudy concerns celebrity endorsement in cosmetics advertisements and the creation of brandloyalty, thus investigating the use of celebrities in advertising and the effect it has and if and howit contributes to brand loyalty. It is based on customers’ perception of this type of advertisingtechnique in relation to the cosmetics industry, and two different types of brand loyalty,attitudinal loyalty and behavioral loyalty.The usage of celebrity endorsements has been confirmed to result in more favorableadvertisement ratings and positive product evolutions (Dean and Biswas, 2001). It has evenbecome one of the most popular forms of retail advertising (Choi and Rifon, 2007). Marketershave heavily relied on celebrity endorsement, because they believe in its positive impact ofassisting in improvement of brand awareness, brand equity, and even financial returns.Celebrities are easily chosen by marketers to peddle their products. Especially in cosmeticsindustry, this tactic is commonplace and often seen in TV advertisements, magazines and othertypes of media. If you flip through the television channels, you can easily find a number ofdifferent celebrity endorsers; from Eva Longoria for L’Oreal to Julia Roberts for Lancôme andeven Nicole Kidman for Schweppes. What do marketers expect from enormous amounts spenton celebrities appearing in their advertisements? Besides returns on the financial aspect andbrand awareness, using celebrities in advertisements can be a shortcut to assisting brands ingaining recognitions. All these efforts may be contributions in creating brand loyalty, which iswhere the marketing battle really begins. The brand loyalty concept has been somewhatoverlooked, in the sense that many studies have only been focused on the “behavioral” aspect.Recent studies actively propose that brand loyalty shall take both behavioral and attitudinalaspects into consideration in order to make it comprehensive. David Aaker (1991) suggested,“The brand loyalty of the customer base is often the core of a brand’s equity”. Because of theexistence of brand loyalty, it makes the brand choice and brand equity possible. For theseparticular reasons and arguments, the topic was chosen regarding both celebrity endorsement andbrand loyalty in cosmetics advertising, with the aim to probe the relationship between them. Thisstudy concerns celebrity endorsement in cosmetics advertisements and the creation of brandloyalty, thus investigating the use of celebrities in advertising and the effect it has and if and howit contributes to brand loyalty. It is based on customers’ perception of this type of advertisingtechnique in relation to the cosmetics industry, and two different types of brand loyalty,attitudinal loyalty and behavioral loyalty.
The literature and theories used for investigating and supporting this area mainly focused on thetwo most important concepts for this study, celebrity endorsement and brand loyalty. In order toreview these two theories and support the research question, additional concepts concerningendorsement, attitudes, behavior, brands and products were investigated and evaluated. These inturn enabled the creation of a questionnaire, covering the area to be scrutinized.The literature and theories used for investigating and supporting this area mainly focused on thetwo most important concepts for this study, celebrity endorsement and brand loyalty. In order toreview these two theories and support the research question, additional concepts concerningendorsement, attitudes, behavior, brands and products were investigated and evaluated. These inturn enabled the creation of a questionnaire, covering the area to be scrutinized.
For the purpose of this quantitative study, a self completion web based questionnaire was carriedout. The survey was sent by email to possible respondents, with a students’ email account atUmeå School of Business. The sampling method used when sending out the web survey was of anon-probability nature.For the purpose of this quantitative study, a self completion web based questionnaire was carriedout. The survey was sent by email to possible respondents, with a students’ email account atUmeå School of Business. The sampling method used when sending out the web survey was of anon-probability nature.
The findings led to a conclusion confirming that neither brand loyalty nor attitudinal loyalty isproved to be created by famous endorsers. Although, not bearing brand loyalty in mind, it can beseen that the endorsers help customers to get to know a brand better. The data findings alsosuggest that the costs of using celebrity endorsement are not reasonable in relation to gainingrespondents’ attitudinal loyalty. It is positively confirmed that both behavioural and attitudinalloyalty should be included when measuring actual brand loyalty concerning cosmetics brands.The findings led to a conclusion confirming that neither brand loyalty nor attitudinal loyalty isproved to be created by famous endorsers. Although, not bearing brand loyalty in mind, it can beseen that the endorsers help customers to get to know a brand better. The data findings alsosuggest that the costs of using celebrity endorsement are not reasonable in relation to gainingrespondents’ attitudinal loyalty. It is positively confirmed that both behavioural and attitudinalloyalty should be included when measuring actual brand loyalty concerning cosmetics brands.
10
Magalhães, Ana Filipa Veloso de. "The effectiveness of the Media Smart Program on promoting the critical thinking of children towards the use of celebrities in television advertising." Master's thesis, NSBE - UNL, 2010. http://hdl.handle.net/10362/10330.
Full textAbstract:
A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and EconomicsThe aim of this project was to try to prove the effectiveness of the Media Smart Program in Portugal, a program that helps children to understand and be critical towards advertising. Until now, there were no quantitative studies about this subject in Portugal. Therefore, it was used a structured questionnaire, semi-structured interviews and an Observation in Media Smart Classes. The results suggested that this program was not effective in a short period of time since children might not have time to absorb the entire program. So, future studies should have this point into account.
11
Kuvita, Tetyana. "The Risk of Vampire Effect in Advertising." Master's thesis, Vysoká škola ekonomická v Praze, 2013. http://www.nusl.cz/ntk/nusl-198231.
Full textAbstract:
The concept of vampire effect in advertising appears to be underresearched by marketing specialists. In the race for getting attention of target audience advertisers often use special attention-getting devices. This in turn exposes them to a higher risk of creating a vampire effect when the core message about the brand or a product is eaten up by such devices. Therefore this study provides deepeer insights into the vampire effect occurences. A deductive approach is used. First secondary literature review on preconditions of vampire effect occurrences and various types of vampire effect is covered. Primary data collection and analysis is performed next. This part is narrowed down to researching vampire effect risks when using celebrities as attention-getting device in printed advertisement. Research tools of this study include an eye-tracking device and a survey of 72 students from the University of Economics in Prague. The research concludes that a significantly higher risk of creating a vampire effect exists when using an unrelated attention-getting device. Marketers are advised to use related celebrities if choosing to stick to the attention-getting device approach. However, the concept of "relatedness" should be effectively pre-tested prior to advertising campaign start.
12
de, Brun Kenk Sandra, and Charlotte Billkärr. "Kändis eller inte kändis, det är frågan! : En studie om användandet av kändisar, egna karaktärer och animationer i marknadsföring." Thesis, Södertörns högskola, Institutionen för samhällsvetenskaper, 2013. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-19254.
Full textAbstract:
I dag är det vanligt förekommande att företag använder sig av kändisar i sin marknadsföring. De hjälper till att stärka igenkännandet och får konsumenter att välja just den varan de marknadsför framför konkurrenternas varor. Men är det verkligen så bra att använda sig av kändisar? Finns det andra karaktärer som skapar större igenkännande? Vårt syfte är att ta reda på vilken typ av karaktär som skapar starkast igenkännande till ett varumärke. De karaktärerna vi har undersökt är kändisar, egenskapade fysiska karaktärer och egenskapade animerade karaktärer. Studien har genomförts med en kvantitativ ansats. Vi utformade en elektronisk enkät och delade den via Facebook och lät 125 stycken respondenter svara på enkäten. I enkäten hade vi lagt upp femton stycken bilder, varav fem bilder var på olika kändisar, fem bilder på olika egenskapade fysiska karaktärer och fem bilder på olika egenskapade animerade karaktärer. Sedan fick respondenterna svara vilket varumärke de kopplade samman karaktären med. Efter att ha sammanställt resultatet så kom vi fram till att egenskapade fysiska karaktärer hade starkast igenkännande, näst starkast hade egenskapade animerade karaktärer och svagast igenkännande av de tre kategorierna hade kändisar. Den främsta anledningen till det här resultatet tror vi beror på att de egenskapade karaktärerna inte kan förknippas med något annat varumärke. Vi tror även att det beror på att de varumärkena som hade starkt igenkännande har byggt upp reklamen som en serie och kommer med nya episoder ofta.Today, it is very common practice that businesses use celebrities in marketing. They help to strengthen mainstream recognition, and make consumers choose the product they market ahead of what competitors offer. But is it that entirely well to only use a famous physical person? Are there other characters that could generate an even greater recognition? Our purpose is to find out what kind of characters, from real celebrities, fictionist physical persons and even animated/cartooned characters- create the strongest response from people when being associated with a brand. The study was done in a quantitate way. We made an online survey and shared it through Facebook, letting 125 individual responders answer it. In the survey, we included fifteen pictures without any other context. Five were of real celebrity persons, five of made up fictional physical characters and lastly five pictures of entirely made up non-physical animated characters. The survey entrants then had to answer which brand they associated with the 15 characters. After finalizing the results, we found out that the order of most recognition was the following: most recognition had made up fictional physical characters, second was made up fictional non-physical animated characters and last was real non-fictional celebrities. We believe the primary reason for this result is because the made up characters cannot be associated with any other brand other than the one that created them originally. We also believe that a big factor is that the brands using these characters have a bigger storyline to them, and make certain commercials appear in a serial structured way, with new episodes being added frequently.
13
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.
Full textAbstract:
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.
14
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.
Full text
15
Eamsobhana, Sudawadee. "The cross-cultural research of United States and Thailand: The relationship between celebrity endorsers and types of product endorsed." CSUSB ScholarWorks, 2005. https://scholarworks.lib.csusb.edu/etd-project/2845.
Full textAbstract:
The purpose of this study was to determine the relationship between the use of celebrities and the types of products endorsed. Advertisements from one popular magazine in the U.S. and two popular magazines in Thailand were used.
16
Batey, Jacqueline. "The safe cigarette : visual strategies of reassurance in American advertisements for cigarettes, 1945-1964." Thesis, University of Brighton, 2003. https://researchportal.port.ac.uk/portal/en/theses/the-safe-cigarette(a1dd0e71-ce49-4441-aab6-297bdd958c1c).html.
Full textAbstract:
This Practice-Based Ph.D. thesis is in two sections, the written element presented as a sequence of eight Fascicles, and the practical element presented as an inter-related set of nine Artist’s Books and Multiples. This thesis presents a series of Artist’s Books and Multiples of graphic expressions of anxiety, each informed by a comparative study presented as a sequence of Fascicles of the visual strategies used to advertise cigarettes in America in mass-circulation magazines between 1945 and 1964. The thesis is presented as a boxed object containing the eight Fascicles (each containing a Gatefold Image) and the nine Artist’s Books and Multiples. The thesis identifies specific design and illustration solutions in cigarette advertising such as considerations of artwork, photography, layout, typography, characterisation, and diagrammatic representation of process. The conclusions are then used as the basis for 9 books and multiples in which I explore, within my own artwork, the dynamics of visual instruction, and the devices for reassuring the anxious consumer using irony and humour throughout. Each Fascicle has a Gatefold visual montage with juxtaposed imagery central to the theme. The thesis combines visual analysis and the making of imagery in equal measure. The vast proportion of original visual examples used in the Fascicles are reproduced for the first time in colour from a wide range of contemporary magazines. Particular emphasis is placed on the professional manuals generated by the advertising profession itself. A brief study of the cigarette market in the pre-1945 period identifies early anxieties about the product and how the tobacco industry and the advertising industry sought to address them. The thesis identifies the industries’ invention of the 'Safe Cigarette' and then explores the anxieties implicit in that concept, presenting visual means by which anxiety is depicted. Visual strategies of reassurance in the form of personifiers are compared - ranging from people in socially esteemed professions through to the use of animals (dogs) and visual fictions (Santa Claus). Two factors in particular have been identified to distract consumers from the gathering sense of unease in the safety of the product that culminated in the report of the American Surgeon General in 1964 - the appeal to the consumption of the cigarette in the outdoors and the corresponding success of menthol cigarettes, and the appeal to the reassurance that technology can impart - in the success of the Filter-Tip market. The twin polarities are reflected in the Artist’s books, 'Which Filter Works?' and 'Menthol Daze'. In the last Fascicle the techniques of persuasion after 1945 are compared with those used by the American Huckster of the early twentieth century and the thesis concludes with an assertion of the role that visual humour can play in exposing fallacious marketing.
17
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.
Full textAbstract:
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.
18
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.
Full text
19
Conrad, Eric Christopher. "The Walt Whitman brand: Leaves of grass and literary promotion, 1855-1892." Diss., University of Iowa, 2013. https://ir.uiowa.edu/etd/1838.
Full textAbstract:
My dissertation tracks the development of literary advertising in the United States during the late-nineteenth century through the emergence and evolution of Walt Whitman as a recognizable brand name. Situating the strategies of Whitman and his publishers within the broader context of nineteenth-century literary advertising, I trace the roots of modern publishing practices back to the experiments of a generation of American authors and would-be promoters. At the intersection of the professional author's ascent in the United States and the growing centralization and sophistication of the advertising trade, a new anxiety surfaces in the world of nineteenth-century American publishing: how best to sell the literary text and, in turn, market its author. Whitman's attempts to promote himself and Leaves of Grass--efforts that were sometimes prescient, occasionally ludicrous--focus this study of a period in literary advertising when professional authorship was a relatively new reality, poetry was widely read, and the rise of the literary celebrity was in the making. The multiple publications of Leaves of Grass may not, in their time, have defined this moment of American literary history, but retrospectively they invite us to consider how poets and publishers distinguished their literary commodities and authorial personas in rapidly expanding and increasingly unpredictable literary markets.
This dissertation develops an important new dimension to the study of Whitman and the culture of literary celebrity: an in-depth examination of the promotional artifacts circulating in and around Leaves of Grass--the newspaper advertisements, circulars, print ornaments, promotional schemes, posters, broadsides, engravings, book covers, and critical annexes that were as central to Whitman's brand as his poetry. This book-studies oriented methodology challenges us to consider the role "non-literary" elements have played in the reception and consumption of literary works, especially in establishing the iconic status of authors like Whitman.
Each chapter is devoted to a marker of the Whitman brand--an image, symbol, or promotional strategy that served as a metaphoric trademark of the poet and his distinct textual product. Chapter 1, "`No other matter but poems': Promotion Paratexts and Whitman's Gymnastic Reader," examines the use of promotion paratext to advertise the first three editions of Leaves of Grass and the sophisticated reading practice these texts recruited. Chapter 2, "'I announce a man or woman coming': The Poet as Printer's Fist," looks at Whitman's use of the "manicule" (a small pointing hand) as a symbol of the poet's function reproduced in and on Leaves of Grass. Chapter 3, "`Anything honest to sell books': Autograph-hunting and the Whitmanian Imprimatur," considers Whitman's relationship to the culture of autograph collecting and his innovative use of his own signature as a promotional device. Chapter 4, "Am I Not a Man and a Poet?: Branding Walt Whitman," examines the two most famous faces of the Whitman brand--Whitman the Bowery boy rough and Whitman the Good Gray Poet--revealing how those seemingly conflicting personas became the target of racialized critiques during the 1860s.
20
Graham, Mary A. "THE EFFECT OF PERSONAL SCANDAL ON CELEBRITY ATHLETES AND SHOPPER’S PURCHASE INTENTIONS AND ATTITUDE FAVORABILITY." UKnowledge, 2012. http://uknowledge.uky.edu/mat_etds/2.
Full textAbstract:
Athletes have become more than sports professionals; they are million dollar investments for brand images. Businesses worldwide have transitioned old promotional schemes to athlete endorsements and have experienced positive reactions to the public change. Athletes connected with consumers on a heroic level and translated the brand’s message to purchasers through the theory of transference of affect (White, Goddard, & Wilbur, 2009). Subsequently, there had been an equal rise in the caution businesses exercised as several athletes found occupancy in negative press. Those involved in scandals posed reputational risks for businesses and could reduce positive transference to consumers. The purpose of this study was to test the impact of negative media portrayal (reputation) about athlete endorsers on male consumer’s purchase intentions and attitude favorability towards high or low involvement products. Online surveys were distributed to a Midwestern University, 196 surveys were analyzed. Findings showed purchase intention was affected by reputation for high involvement products; reputation was not an accurate predictor of consumer attitude toward high or low involvement products. Athletes involved in scandals remained effective as endorsers for low involvement products whereas, athletes with positive reputations succeeded when promoting high involvement products.
21
Estrada, Bradfield Flavia Paula. "Comparación del discurso publicitario del sport celebrity Rafael Nadal en Instagram. Nike 2012 y 2019." Bachelor's thesis, Universidad Peruana de Ciencias Aplicadas (UPC), 2020. http://hdl.handle.net/10757/653585.
Full textAbstract:
La comunicación de las marcas deportivas ha evolucionado con el paso de los años, ha pasado de la publicidad funcional a la emocional. Las marcas han optado por emplear sports celebrities para difundir su discurso publicitario a través de sus redes sociales, siendo Instagram una de las plataformas elegidas gracias a su nivel de interacción con el público a través de fotografías y videos. Las marcas ya no hablan solo de sus productos sino, cuentan experiencias, historias de superación, estilos de vida, etc. Esta es una estrategia que se utiliza para establecer conexiones con la audiencia que usa la red social; todo ello, a través de personas reales: los sports celebrities. En este trabajo, se quiere comparar los mensajes racionales y emocionales de dos años diferentes (2012 y 2019) en el discurso de la marca Nike en Instagram usando al sport celebrity Rafael Nadal como portavoz. Para ello se utilizará una metodología cualitativa amparada en la teoría de Jiménez y Comet; se entrevistará a 12 expertos relacionados a las comunicaciones: planners, creativos, cuentas y de la marca, a fin de conocer qué ha cambiado y qué permanece en el discurso publicitario.The communication of sports brands has been evolving throughout the years, going from functional advertising to emotional. The brands have opted in to employ sports celebrities to broadcast their public statements through social media, Instagram being one of the platforms chosen thanks to its level of interaction with the public throughout photographs and videos. Brands are not only talking about their products (tangible benefits or characteristics); instead, they tell experiences, inspiring stories, lifestyles, etc. This is a strategy used to establish connections with the audience that use social media; all of which is done through real people: the sports celebrities. In this project, it will compare the rational and emotional messages in two different years (2012 and 2019) in the discourse of Nike on Instagram using the sport celebrity Rafael Nadal as spokesman. For this, a qualitative methodology based on the theory of Jiménez and Comet will be used; 12 experts related to communications will be interviewed: planners, creatives, accounts and the brand, in order to know what has changed and what remains in their advertising discourse.
Trabajo de investigación
22
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.
Full textAbstract:
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.
23
Silva, Carla Simone Castro da. "A utilização de celebridades como estímulo discriminativo, sinalizando reforço informativo, no comportamento de compra de consumidores da construção civil, em Goiânia." Pontifícia Universidade Católica de Goiás, 2011. http://tede2.pucgoias.edu.br:8080/handle/tede/3574.
Full textAbstract:
Submitted by admin tede (tede@pucgoias.edu.br) on 2016-12-20T13:42:32Z
No. of bitstreams: 1
Carla Simone Castro da Silva.pdf: 23209397 bytes, checksum: 3cf54c93f06a2c87e9b5f112e2b62cd3 (MD5)Made available in DSpace on 2016-12-20T13:42:32Z (GMT). No. of bitstreams: 1 Carla Simone Castro da Silva.pdf: 23209397 bytes, checksum: 3cf54c93f06a2c87e9b5f112e2b62cd3 (MD5) Previous issue date: 2011-03-31
Major advertisement campaigns use people endorsement to introduce a product. Among these people, its common the celebrities endorsement. The present work tried to investigate the influence of a celebrity on the building consumer evaluation of an ad catalog. This catalog contained or a celebrity, or a non-public person. It was tried to identify which aspects are most influenced by celebrity insertion, since this resource has been used in advertisements in Goiania. We made a hypothesis that this process could be benefited by behavioral science principles, what should potentiate those resources. Ninety eight consumers looking for property in the last years responded to questions about the catalog, including the person, to the venture itself, and to building company. The participants whose received the catalog with the celebrity (CC) evaluated the catalog as cheaper, the venture as more luxurious, and the builder as more expensive as well confident in comparison to the group without celebrity (SC). Besides this, the presence of the celebrity increased the attention to the person, but reduced the attention to others catalog aspects. These data suggest careful in utilize the celebrity endorsement, from the behavior analysis perspective.
Em campanhas publicitárias geralmente se utiliza o endosso de uma pessoa para apresentar um produto. Dentre essas pessoas, é comum a utilização de celebridades. O presente trabalho procurou investigar a influência de celebridades na avaliação por consumidores da construção civil de um catálogo experimental de um empreendimento imobiliário contendo a imagem de uma celebridade ou de uma pessoa não conhecida na mídia, visando identificar que aspectos são mais influenciados pela inserção da celebridade, visto que este recurso vem sendo utilizado em campanhas publicitárias, na cidade de Goiânia. O estudo em questão analisa o emprego desta prática, levantando a hipótese de que este processo publicitário poderia ser beneficiado pelos princípios da ciência comportamental, promovendo uma potencialização dos recursos e conseqüentemente levando as respostas do público alvo, favoráveis à compra do produto. Noventa e oito consumidores que procuram imóveis nos últimos anos responderam a questões referentes ao catálogo produzido, incluindo-se a personagem, ao empreendimento e à construtora. Os participantes que receberam o catálogo com a celebridade o avaliaram como mais barato, porém o empreendimento foi avaliado como mais luxuoso e a construtora como mais cara e confiável, em comparação aos participantes do grupo sem celebridade (SC). A presença da celebridade aumentou a atenção da personagem, mas reduziu a atenção para outros aspectos do catálogo. Esses dados sugerem cuidados à utilização do recurso celebridade em campanha, a partir da perspectiva da análise do comportamento.
24
Hermansdotter, Mikaela, and Jesper Cederlind. "Tick tack, Tik Tok. Hög tid attlära känna den moderna tidensopinionsbildare : En kvalitativ studie om unga influencers på mobilappen TikTok." Thesis, Stockholms universitet, Marknadsföring, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:su:diva-164994.
Full textAbstract:
Det faktum att unga människor, genom sociala medier, i allt större utsträckning erhåller makt att påverka har kommersialiserats av företag genom marknadsföringsmetoden influencer marketing. Merparten av forskningen kring influencer marketing fokuserar dock på företag eller följare – men vad vet vi egentligen om hur dessa influencers själva betraktar fenomenet och sin roll? Vad är det egentligen som driver influencers under 18 år? Denna studie ämnar besvara dessa frågor och därigenom tillhandahålla viktig insikt kring hur företag bäst förhåller sig till gruppen unga influencers. I studien medverkar fem influencers i åldrarna 14–17 år från mobilappen TikTok, där de i skrivande stund har mellan 172 000 till 2,3 miljoner följare. Studien visar på en relativt medveten grupp unga individer med god förståelse för sin roll i marknadsföringssystemet, likväl som för sin roll som opinionsbildare och influencer. Generellt uppvisar de en negativ uppfattning till reklam i allmänhet men en positiv inställning till influencer marketing. De innehar vidare stark kritisk inställning till det som de identifierar som missbrukande av rollen influencer. Trots att influencers främst tycks drivas av personlig vinning så har de en tydlig önskan att fungera som förebild och inspirationskälla. Influencers tycks vidare i stor grad drivas av inre motivationskällor och uppvisar stor personlig integritet samt selektivitet vid val av företagssamarbeten. Ett framgångsrikt samarbete bör därför upplevas som självvalt, innehålla rätt typ av budskap samt ge visst utrymme för egna tolkningar.The fact that young people, through social media, has increasingly been given the power to influence has been commercialized by companies through the marketing method influencer marketing. However, most of the research on influencer marketing focuses on companies or followers – but what do we really know about how these influencers themselves regard the phenomenon and their role? What is it that drives influencers under the age of 18? This study aims to answer these questions and thereby provide important insights about how companies best relate to the group of young influencers. The participants in the study, which are aged between 14 and 17, are active on the mobile app TikTok. At the time of writing, they have between 172,000 to 2.3 million followers on the platform. The study shows a relatively conscious group of young individuals with a good understanding for their role in the marketing system, as well as their role as opinion leaders and influencers. Generally, they show a negative view of advertising in general but a positive attitude to influencer marketing. They also have a strong perception of possible negative aspects, that they identify as an abuse of the role influencer. Despite the fact that influencers mainly seem to be driven by personal gain, they have a clear desire to act as a role model and source of inspiration. Influencers seem to be strongly driven by internal sources of motivation and therefore show great personal integrity as well as selectivity to collaborations with companies. To achieve a successful business collaboration, the cooperation should therefore be perceived by influencers as self-chosen, contain the right kind of message and finally give enough room for the influencer’s own interpretations.
25
Hussain, Shahzeb. "Understanding the concept of trust within the context of celebrity endorsement and examining its effects on advertising credibility, brand credibility, corporate credibility, and corporate image : a study from the perspectives of consumers in United Kingdom." Thesis, Middlesex University, 2018. http://eprints.mdx.ac.uk/24160/.
Full text
26
Albinsson, Kajsa, Emma Andersson, and Therese Oscarsson. "Barn i Instagramflödet : En kvalitativ studie om föräldrars ställningstaganden till barn som exponeras i marknadsföring av influencers." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-105607.
Full textAbstract:
Frankrike är det första landet i världen att ta ställning till barns exponering i marknadsföring. I april år 2021 tillträdde den världsunika lagen som ska skydda barn från att utnyttjas av andra parter i marknadsföringssammanhang. Det är brist på tidigare forskning som undersöker barn som exponeras i marknadsföring av influencers på sociala medier och i relation till etiska och moraliska ställningstaganden. Syftet med denna studie är att bidra till forskningen genom att undersöka föräldrars ställningstaganden till barn som exponeras i marknadsföring av influencers på sociala medier och vilka etiska och moraliska dilemman som det bidrar till. Studien grundas i en deduktiv forskningsansats och en kvalitativ datainsamling där empiriska data samlas in från urvalet föräldrar och därigenom en fokusgrupp och sju enskilda intervjuer. Resultatet visar att innebörden av etik och moral skiljer sig mellan individer, att barns intresse i marknadsföring inte är prioriterat och att barn i marknadsföring på Instagram leder till mer uppmärksamhet åt influencers och företag. De etiska och moraliska dilemman som framkallas av att barn exponeras i marknadsföring på Instagram är individbaserat och baseras på den enskilda individen. Föräldrarna tar ställning till att barn som exponeras av influencers på sociala medier är oetiskt och omoraliskt, men när de själva delar bilder och filmer på sina egna barn är det etiskt och moraliskt korrekt. Därmed kommer det att fortsätta vara dilemman tills det finns tydliga riktlinjer samt forskning inom marknadsföring med barn.The first country in the world to take a stand on children’s exposure in marketing is France. The world-unique law was adopted in April 2021 to protect children from being exploited by other parties in marketing contexts. There is a lack of previous research that examines children’s exposure by influencers and in relation to ethical and moral positions. The purpose of this study is to contribute to the research by examining parents' attitudes towards children who are exposed in marketing by influencers on social media and what ethical and moral dilemmas it contributes to. The study is based on a deductive research approach and a qualitative data collection where empirical data is collected from the sample of parents and thereby a focus group and seven individual interviews. The results show that the meaning of ethics and morals is different between individuals, that children’s interest in marketing is not a priority and that children in marketing on Instagram lead to more attention to influencers and companies. The ethical and moral dilemmas caused by children's participation in marketing on Instagram are individual-based. The parents take a stand that children exposed by influencers on social media are unethical and immoral, but when they share photos and videos on their own children it is ethical and moral correct. This will continue to be dilemmas until there are clear guidelines and research in marketing with children.
27
Šimková, Aneta. "Formáty TV reklam společnosti Vodafone a jejich vnímání českými spotřebiteli." Master's thesis, Vysoká škola ekonomická v Praze, 2014. http://www.nusl.cz/ntk/nusl-264386.
Full textAbstract:
The aim of this thesis is to assess using selected marketing tools how Czech consumers perceive different formats of television advertisement used by Vodafone. To this end, Vodafone TV spots aired in the Czech Republic between 2005 and 2016 were analysed focusing mainly on TV spots aired in the past few years. An integral part of this thesis is the qualitative Focus Group research method and probe questionnaires distributed among Czech consumers. The results of this research are subsequently compared with the Multicriterial research MML TGI Median Company and also with the research results of the Nielsen Company.
28
Fancy, Temitope M. "Media, Publicity, and Fashion: The Michelle Obama Effect A Content Analysis of News Around the World." Digital Commons @ East Tennessee State University, 2014. https://dc.etsu.edu/etd/2378.
Full textAbstract:
This study is a content analysis of media content in a 12-month time period in the lives of Jason Wu and Thom Browne, who were the designers of Michelle Obama’s outfit to the second presidential inauguration. In order to discover the increase in awareness and media coverage of these designers due to Michelle Obama’s fashion selection during the second inauguration, which brought about publicity, the researcher compared mentions, tone of stories, and framing of stories concerning these designers 6 months before and after the inauguration. Results indeed gave support to the hypothesis that mentions of these designers increased significantly after that pivotal event, that the mentions were more likely to include Michelle Obama, and that Wu received more mentions than Browne. However, support was not obtained for an increase in positive tone of stories after the inauguration.
29
Kennedy, Amanda Lee. "Beyond celebrity endorsement: new opportunities for celebrity advertising and branding." Thesis, 2021. http://hdl.handle.net/1959.13/1452341.
Full textAbstract:
Research Doctorate - Doctor of Philosophy (PhD)Celebrities appear in up to 70% of all advertising, and brands may allocate more than a quarter of their advertising budget to securing a celebrity endorser. Numerous celebrities however are moving away from endorser roles and are instead creating celebrity-brands, which can generate millions of dollars in revenue. For brands that continue to enlist celebrity endorsers, alternative approaches to presenting celebrities within campaigns are being used to generate attention. This thesis comprises of four core papers and two supplementary articles which examine the influence of various applications of celebrities in marketing, on consumer attitudes and behavioural intentions. Using primarily causal research, this thesis examines new avenues for celebrity advertising and branding, providing guidance for marketing academics and practitioners. Findings indicated that consumer attitudes and intentions to purchase were more favourable for celebrity-brands than endorsed brands. Results showed that this can be attributed to the perception that a celebrity has higher investment in a celebrity-brand and is more authentic when promoting their own brand as opposed to endorsing another brand. As with endorsed brands, celebrity-brands may at some point suffer from the celebrity’s involvement in a scandal, however as terminating the relationship is impossible for a celebrity-brand, alternative strategies needed investigation. Results show consumers are more likely to forgive a celebrity when an appropriate punishment has been implemented, with forgiveness leading to positive outcomes for the celebrity-brand. Finally, an examination of the effectiveness of film personas revealed that consumers respond more positively to film persona endorsements when compared to endorsements by traditional celebrities. This thesis recommends that celebrities need to have high levels of investment in their celebrity-brand to be perceived as authentic and to encourage positive consumer attitudes and behavioural intentions. Furthermore, a celebrity should enact an appropriate punishment strategy in response to a personal crime to protect their celebrity-brand. Brands using endorsements can present celebrities as film personas to generate positive consumer judgements and shield the brand from celebrity scandals.
30
Kan, Ying Che Ruth. "Celebrity advertising and source credibility in Hong Kong." Thesis, 2013. http://hdl.handle.net/1959.13/937003.
Full textAbstract:
Professional Doctorate - Doctor of Business Administration (DBA)The study aimed to ascertain the essential characteristics of an effective celebrity endorser and their impact on consumers' purchase intention. Based on the tri-component credibility scale developed by Ohanian (1990) in the U.S., an expanded five-factor celebrity credibility scale was tested in Hong Kong through a questionnaire survey of 300 consumers intercepted on the street. The results confirmed attractiveness, trustworthiness, expertise, familiarity and likability to be the underlying dimensions of celebrity credibility. Unlike previous research which had reported no noticeable differences in a female vs. male celebrity, the findings indicated that the dimensions influencing Hong Kong Chinese consumers' purchase intention were the female celebrity's attractiveness and trustworthiness and the male celebrity's familiarity and likability.
31
Lin, Han-Yu, and 林漢羽. "Exploring Effects of Internet Celebrity Endorsement in Advertising." Thesis, 2018. http://ndltd.ncl.edu.tw/handle/cej4x9.
Full textAbstract:
碩士國立中央大學
企業管理學系
106
Nowadays, social network sites are becoming more and more popular. It is easier to become famous on the internet than before, and therefore Internet celebrities have become common. Furthermore, companies cooperate with Internet celebrities more frequently to advertise their services or products. Internet celebrities mainly interact with their fans through social networking sites. To explain how Internet celebrity affects the advertisement effects by lunching sponsored videos, this study develops an explanatory model to explain how source credibility influence internet celebrities’ advertisement effects mediated by homophily, parasocial interaction and endorser suitability. This study collects 446 samples in total by internet questionnaires, and only 283 questionnaires or 63.45% are valid enough for use. The empirical results show that when an Internet celebrities are attractive, their fans have higher homophily with them, and homophily further positively influences fans’ parasocial interaction toward certain internet celebrity. In addition, comparing three components of source credibility, the impact of expertise on advertising effectiveness is the most significant, while the impact of attraction is the least significant.
32
LU, MEI-CHIAN, and 盧美蒨. "The Advertising Effects of Celebrity Endorsement for Online Games." Thesis, 2017. http://ndltd.ncl.edu.tw/handle/y658xq.
Full textAbstract:
碩士輔仁大學
大眾傳播學研究所碩士在職專班
105
With the popularity of mobile games, the Taiwanese online game market has become an extremely competitive market. Consequently, online game developers invest heavily in securing celebrity endorsements. Previous studies have mentioned that the factors motivating gamers’ game selections are different to those of general consumers. In this study, we interviewed a number of gamers to determine whether the credibility of celebrity endorsers positively affects game advertisement performance and whether product involvement moderates the advertisement effect of celebrity endorsements in online games. In addition, we examined whether gamers’ backgrounds are correlated with their product involvement and tested the moderating effect of incorporating endorsers into gaming content – a seemingly escalating trend. Findings showed that the credibility of celebrity endorsers partially and positively affected advertisement performance; gamers’ backgrounds partially influenced their product involvement; and product involvement partially moderated the advertisement effect of celebrity credibility. In conclusion, the incorporation of endorsers into gaming content does not moderate the effects of celebrity endorsers’ credibility on advertisement performance.
33
Lee, Kuang-Hsun, and 李光勳. "The Difference Between Celebrity And Brand Images Under Celebrity Credibility : The Effects Of Endorsements In Advertising." Thesis, 2004. http://ndltd.ncl.edu.tw/handle/59614376131222427763.
Full textAbstract:
碩士東吳大學
企業管理學系
92
Marketing today is a keen competition. Products would be recalled through unique brand images. And using celebrities is the fastest way to build up unique brand images. When using endorsers in advertising, too much attention to the cognition of ad would probably confuse the cognition of brand. This study is aimed at examining the effects of endorsements in advertising through the difference between celebrity and brand images under celebrity credibility. This study used 10 brand names and 10 celebrities as a pre-test, and wanted to realize how brand images, celebrity images (functional, symbolic, experiential) and celebrity credibilities (attractiveness, trustworthiness, expertise) were. We developed a 2x2 experimental design from the pre-test. There were 4 different situations in the questionnaire and it examined the advertising effect (attitude toward the ad [Aad], attitude toward the brand [Ab], purchase intentions [PI]). The data was analyzed mainly by factor analysis, T-test and 2-Way ANOVA. The major conclusions are: 1.The difference between celebrity and brand images didn’t significantly influence the advertising effect, because the consumers were influenced by brand impression before. 2.Celebrity credibility significantly influenced the advertising effect. Higher credibility made better advertising effects. 3.Consumers would consider celebrity credibility to Aad and PI. And they would consider brand impression to Ab. 4.When the difference of images was low, the celebrity’s occupation, with high relativity on products, would enhance the celebrity credibility and it would create a better Ab. And no matter if the difference of images was low or high, it would make better PI.
34
Hung, Shu-Ying, and 洪菽霙. "Exploring the Effects of Multiple Product Endorsement, Multiple Celebrity Endorsement and Gossipy Information on Celebrity Advertising." Thesis, 2011. http://ndltd.ncl.edu.tw/handle/39178674151726030319.
Full textAbstract:
碩士國立高雄第一科技大學
行銷與流通管理研究所
99
This study aim s to explore the effects of multiple product endorsement, multiple celebrity endorsement and negative information on celebrity advertising. Other purposes of study are to examine the negative impact of gossipy information about celebrity endorsers; whether or not it can be reduced through employment of multiple celebrity endorsement. Using undergraduates as respondents, a experimental design was conducted under conditions which varied multiple product endorsement, multiple celebrity endorsement and the negative information. There were 8 different situations in the questionnaire and it examined the advertising effect. The data was analyzed mainly by factor analysis and T-test. The results found that multiple product endorsements doesn’t reduce the advertising effectiveness. Moreover, the increase of the number of celebrity endorsers increased the effectiveness of advertising. But the findings also show that gossipy information may not be entirely negative impact on advertising effectiveness.
35
Sousa, Patrícia Marta de. "Celebrity endorsement advertising campaign : can celebrity endorsement change PT Comunicações customer’s negative predisposition to the brand?" Master's thesis, 2012. http://hdl.handle.net/10400.14/15677.
Full textAbstract:
This marketing teaching case study aimed to understand how an incumbent company in the Portuguese telecommunication sector dealt with the increase in market competition. Despite the liberalization of telecommunication market in 2000, PT Comunicações, a company of Portugal Telecom Group was still understood as a monopolist and arrogant brand by its customers in the beginning of 2006.
In this scenario, PT Comunicações marketing managers knew that it was urgent to change the communication strategy followed up until that moment if PT Comunicações wanted to maintain the leadership in the market. Thereafter, was developed a new endorsement advertising campaign with humorist group Gato Fedorento.
The purpose of this case study is to act as teaching tool. Students are confronted with real business life situation of understanding if using the mix of humor and celebrity endorsement in advertising campaigns was the best communication strategy to follow.
36
Ke, Chun-Hsiang, and 柯畯祥. "Influences of Celebrity Endorser－Service Type Fit on Service Advertising." Thesis, 2012. http://ndltd.ncl.edu.tw/handle/23998371722279289045.
Full textAbstract:
碩士國立中山大學
企業管理學系研究所
100
Endorser is common in advertising for marketing strategies. The firms spend hundreds of million dollars to hire celebrities to endorse their products and brands. Appropriate endorsers are beneficial in brand differentiation and help competitive advantage building. Previous researches in match-up between endorser and product image have two diverse points of view (congruity vs. incongruity). The latest research reveals that in moderate incongruity would accommodate the two different views. Based on the three inconsistent findings, this study explores the effects of gender-based trait through different match-up levels of endorser and service type. The present study uses experimental design to investigate the advertising effects of endorser’s gender (male vs. female), endorser’s gendered traits (male vs. female), and service type (masculine vs. neutral vs. feminine). Thus, a 2x2x3 factorial design is conducted. The ad effects are measured by perceived quality, attitudes toward the brand, and purchase intention to observe the responses under twelve different and fictitious scenarios. The results indicate that a male endorser with female traits is more effective than a male endorser with male traits, especially promoting feminine-based service marketing. Besides, consumers’ perceived quality is different when evaluating match-up combinations based on endorser’s gender. Moreover, when promoting a masculine-based service, a female endorser with female trait is more effective than a male endorser with male traits in perceived quality and purchase intentions. According to these findings, the research provides implications for researchers and marketers on match-up between endorser and service type.
37
Haefele, Edward. "The value of personified celebrity endorsers to brand endorsement and their effect on the brand and the personified celebrity endorser." Diss., 2014. http://hdl.handle.net/2263/43972.
Full textAbstract:
The research project explored the value of the personified celebrity endorser to brand
endorsement and the effect on the original brand and the personified celebrity endorser.
Endorsement has proven to be an effective marketing tool to increase purchase intent and
positively influence consumer attitudes towards a brand and, as a result the use of
endorsers, particularly celebrities, has grown. However the use of celebrities does have its
challenges as aligning the celebrities brand with ones’ own brand can be a risk. Overcoming
these challenges usually results in brands using personified endorsers, characters
designed to personify the brand, designed to reflect, and share features of, the brand’s
personality through endorsement. These characters require large amounts of investment
in time and finance, which later are often terminated after a period resulting in sunk costs
and loss of the characters’ equity.
This loss of equity in turn leads to these personified endorsers losing credibility in the
market and subsequently losing economic value when made redundant, particularly if they
have celebrity status. While many studies have been done on personified endorsers, few
have focused on human personified endorsers. Thus, to understand the potential impact of
the personified celebrity endorser’s credibility on consumers and other brands, a
quantitative study was undertaken that looked at the source credibility of an original brand
(Hansa Pilsener) and a personified celebrity endorser (The Vuyo character).
The source credibility was measured across three attributes: attractiveness,
trustworthiness and expertise. These attributes were measured pre and post respondents
being shown fictional stories involving Vuyo endorsing other brands or products.
The main finding of the research was that the personified celebrity endorser has his/her
own credibility that is separate from the original brand and if the personified celebrity
endorser promotes another brand or product, the original brand’s credibility remains
unharmed. This suggests that the personified celebrity endorser’s value can be extended
to other brands in order to gain further economic valueDissertation (MBA)--University of Pretoria, 2014.
lmgibs2015
Gordon Institute of Business Science (GIBS)
MBA
Unrestricted
38
Lee, Yi-Chian, and 李怡蒨. "The Advertising Effects of Delivering the Rational Appeals by Celebrity Spokesperson." Thesis, 2011. http://ndltd.ncl.edu.tw/handle/82862804633965265752.
Full textAbstract:
碩士國立臺灣大學
國際企業學研究所
99
Generally speaking, in TV advertisement, using experts to be spokesmen to deliver rational appeals will obtain better advertising effects on high-involvement consumers. Using celebrities to be the spokesmen to deliver emotional appeals will obtain better advertising effects on low-involvement consumers. However, recently there are some advertisements use celebrities to be the spokesmen to deliver rational advertisements, and which advertising effects on the different involvement level consumer still short of relevant literature review. Therefore, this study designs 2X2 experiments to assess the advertising effects of the rational appeals advertisements in which the different level of consumers involvement were used as moderate variable, and the celebrity spokesmen play different roles (rational appeals sender、rational appeals receiver). Totally 202 respondents participated in this study. The experimental method was used in this study, and data were analyzed by performing 2-way ANOVA. There are some major findings in this study：1. In the rational appeals advertisement, the advertising effects of using celebrity as message receivers is better than using celebrity as message senders. 2. There are interaction between involvement level and the roles celebrity played. The result of the study might have some contributions both in the academic field and practical field. In the academic field, this study discovers that there are significant differences on the advertising effects when the celebrity plays different roles. In the practical field this study suggests that the advertiser should put emphasis on the suitability between the type of advertisement, the roles of celebrity, and the way of delivering information, to enhance the effect of advertisement.
39
Chen, Yu-Ting, and 陳郁婷. "The Advertising Effects of Celebrity Endorsements─ The Moderating Effect of Consumer Ethnocentrism." Thesis, 2014. http://ndltd.ncl.edu.tw/handle/hh6372.
Full textAbstract:
碩士國立臺灣大學
國際企業學研究所
102
Celebrity endorsement is one of powerful marketing tools in a company, and it’s confirmed to be effective in communicating with consumers. Many researchers found that consumers will change their purchase intention and buying behavior because of celebrity figure is perceived as charming and physical attractive. McCracken(1989) said that celebrities’ effectiveness as endorsers pass the cultural meanings, which they are endowed, from celebrity to product and from product to consumer. Advertising messages that are accordance with the dominant cultural of a society are more persuasive than those that do not reflect the cultural values of the society in which the advertising is not properly delivered. However, recently there are some findings indicated many advertisements using celebrity endorsement even in cross-cultural countries. This is on account of differences in how cross-cultural consumers perceive celebrity endorsements. Aside from the different of perception of celebrity endorsements, consumer ethnocentrism may account for the consequence as well. Therefore, the aim of this study is to assess the advertising effects of the celebrity endorsement in which consumer ethnocentrism was used as moderate variable. Totally 207 respondents participated in this study and the collected data were analyzed by performing 2-way ANOVA. There are some major findings in this study： 1. There is an interaction between consumer ethnocentrism and the types of celebrities. 2. Old generation has particularly strong ethnocentrism tendency than young generation and there’s an interaction between consumer ethnocentrism and generations toward advertising effects. The result of the study might have some contributions in the practical field and it provide fundamentals for companies while setting up marketing strategies.
40
洪茂光. "The advertising effectiveness of product involvement and recommendation fatigue in celebrity endorsement." Thesis, 2010. http://ndltd.ncl.edu.tw/handle/54578180418821263328.
Full textAbstract:
碩士國立政治大學
傳播學院碩士在職專班
98
The purpose of this study is to explore the strategy of choosing advertising spokesperson, the number of endorsements, the meaning between product involvement and advertising effectiveness. Analyze the demographic variables toward advertising effectiveness. Test product involvement level and relationship between the number of endorsements of advertising spokesperson and the advertising effectiveness. The conclusion is based on the analysis of the quantitative and qualitative research to provide the integrated suggestion for choosing advertising spokesperson. Methodology is based on the quantitative and qualitative (in-depth interview) research. In the course of an experimental method, conduct the pre-test of the candidates for the number of endorsements by advertising spokesperson, the next step is to design a set of 3 * 2 experimental combinations with varying degrees of product involvement. The conclusions derived through a statistical test, and then supplemented with the actual advertising industry which, from the advertisers and advertising agencies in support of in-depth interviews and eventually made the choice of celebrity endorsement strategy proposals. According to the experimental results of statistical induction, four-point summary of the conclusions are as follows: 1. Celebrity endorsement for a large number of brands increases the total brand awareness which means the advertising effect is still good. 2. Lead to an excessive number of spokesmen for endorsement recommendation fatigue exist, but a limited impact on advertising effectiveness. 3. The relationship between the degree of product involvement, the celebrity endorsement strategy proposes to use in low-involvement products, high-involvement products seems less effective. 4. Choosing the advertising spokesperson should take into account gender and educational level of the Target audience as the selection criteria. According to the in-depth interview with advertisers and advertising agencies. The eight suggestions are as follows: 1. Based on the spokesperson personality and association with the brand, it is recommended that the advertising should be tailored to reduce the recommendation fatigue. 2. Through the advertising spokesperson become a "brand ambassador" role, to play the brand spirit. 3. In order to avoid impairment value of celebrity, celebrities should be carefully selected co-brand fit and brand integration. 4. The creation of a virtual idol or a prime people as the advertising spokesperson is an innovative strategy. 5. Integrated decision-making path to celebrity endorsement. 6. To avoid overwhelming and reduce the advertising effect, it is necessary to build the symbiotic relationship between celebrities and the brand to create the win-win situation. 7. Using its own language of the celebrities to communicate with the target audience. 8. Sense and Sensibility patterns to build brand personification.
41
LEE, YI-FANG, and 李宜芳. "The relationship among service quality, brand image, celebrity credibility and advertising effect." Thesis, 2016. http://ndltd.ncl.edu.tw/handle/q2k7s9.
Full textAbstract:
碩士開南大學
觀光運輸學院碩士班
105
Advertisement becomes one part of people lives because information explosion is present in this era. Although many previous literatures focused on celebrity credibility or advertisement effect, few studies explored them on the basis of aviation industries. The purpose of this study is to explore the relationship among service quality, brand image, and advertisement effect for an aviation company. The results obtained by the structural equation modeling (SEM) reveal that the service quality is significantly positively correlated with the brand image and the reliability of the celebrity credibility is significantly positively correlated with the advertisement effect. This study result also indicates that the service quality impacts the advertisement effect via the brand image and the reliability of the celebrity credibility. Moreover, the brand image can directly influence the advertisement effect and indirectly affect the advertisement effect via the reliability of the advertising spokesperson. Therefore, the reliability of the advertising spokesperson is a mediator for the brand image and advertisement effect and the brand image and the reliability of the celebrity credibility are mediators for the service quality and advertisement effect.
42
Chu, Yi-Ling, and 朱翊綾. "The Effect for Consumers Purchase Intention by Celebrity Endorsements: The Mediating Effect of Advertising Effect and Advertising Appeal." Thesis, 2010. http://ndltd.ncl.edu.tw/handle/98885947437415395807.
Full textAbstract:
碩士樹德科技大學
經營管理研究所
98
Due to the progress in time, “advertisement” is the fastest way to transmit a product’s information to consumers. Advertisers can use words or pictures to provoke consumers’ aspiration on products. In the types of advertising endorsements, celebrity endorsers are usually the most common marketing method used by companies to endorse a product. The purpose is to excite consumers into purchasing a product. Advertisement does not only use the attractiveness of the celebrities to add points to the product, the appeals showed in the content of the advertisement will also affect the consumer’s impression on the product. Different appeals display different advertising effect. Similar product using different appeals will bring different feelings to consumers and will produce different results on sales volume. This study used the mobile phone industry as the case and distributed questionnaires to the general consumers. 202 valid questionnaires were collected and Partial Least Squares (PLS) is used for testing. The results showed that celebrity endorser, advertising appeal and advertising effect has positive effect among them and all have positive effect on consumers’ purchase intention. Advertising appeal and advertising effect has partial mediating effect on the relationship between celebrity endorser and consumers’ purchase intention.
43
Hsu, Ching-wen, and 徐靖雯. "The Influence of the Likability of Celebrity Endorsers and Brands on Advertising Effect." Thesis, 2010. http://ndltd.ncl.edu.tw/handle/80109857292145386436.
Full textAbstract:
碩士雲林科技大學
企業管理系碩士班
98
The use of celebrity endorsers has been practiced for a few decades and it aimed at increasing message persuasiveness. A number of studies consider that source effect of message deliver from endorsement advertisement consists of two models: the source credibility model and the source attractiveness model. More recently, researchers have done several empirical studies regarding these two models particularly on the dimensions of trustworthiness, expertise and attractiveness; however, to our knowledge, few studies regarding with the dimension of likability has been undertaken. Thus, we intend to examine the impact of the likability of celebrity endorser on consumers’ attitude toward a brand as well as advertisement. In this study, we intend to do empirical study to investigate whether a highly likable celebrity endorser able to enhance consumers’ attitude toward the ad as well as the brand which consumers dislike; on the other hand, whether a lowly likable celebrity endorser have adverse impact on consumers’ attitude toward the ad as well as the brand which consumers liked. Finally, we intend to examine whether a celebrity endorser have different impact on brand attributes (hedonic brand versus utilitarian brand). In this study, we carried out a 2 × 2 × 2 between-subject experimental design and incorporated three operating variables: likability of celebrity (high likability/ low likability), desirable of brand (desirable/undesirable) and brand attributes (hedonic versus utilitarian). And the results of this study reveal that (a) when high likability of celebrity endorsers endorse brands, both evaluations of desirable and undesirable brand will become positive and the enhancement effect of undesirable brand is greater than that of desirable brand (b) when low likability of celebrity endorser endorses brands, both evaluations of desirable and undesirable brand will become negative and the adverse effect of desirable brand is greater than that of undesirable brand (c) celebrity endorsers have the same enhancement effect both on utilitarian brand and hedonic brand; however, low likability of celebrity endorsers have greater adverse effect on the attitude toward the brand of utilitarian undesirable brand as compared to hedonic brand.
44
WU, NI-CHEN, and 吳妮蓁. "The Relationship among Source Credibility, Advertising Skepticism, and Advertising Effectiveness of Internet Celebrity Endorsements in Advertising: A Case Study from the Perspective of Consumers." Thesis, 2019. http://ndltd.ncl.edu.tw/handle/yrs9za.
Full textAbstract:
碩士國立高雄科技大學
企業管理系
107
Due to the development of the Internet and smartphones, life between people is full of Internet information. This situation has made the rise of many social media platforms (eg Facebook, YouTube, Instagram, Line, and Twitter). These social media have grown and developed rapidly. Because of this, the Internet celebrity, which is popular with social media, has become the hottest topic today. Social media platform now is the most important source of income for Internet celebrities, they always get opportunities for being an advertising endorser through their high popularity and high views of their channel. However, some consumers began to judge the authenticity of the advertising endorsement, so they take the source credibility of the Internet celebrity as a reference for advertising authenticity. The purpose of this study is to investigate whether consumers’ perceived source credibility (reliability, expertise, and attractiveness) will affect the consumer advertising skepticism, and finally affect the advertising effectiveness. And this study will also investigate the direct and indirect relationship among them. The Empirical results show that: First, the source credibility of Internet celebrity has a significant negative effect on the advertising skepticism of consumer. Second, the advertising skepticism of consumer has a significant negative effect on advertising effectiveness. Third, the source credibility of Internet celebrity has a significant positive effect on advertising effectiveness. Finally, there is a significant effect on source credibility, advertising skepticism, and advertising effectiveness.
45
Renton, Karla. "The relationship of celebrity advertisements to consumers attitudes and purchases [sic] intentions." 2006. http://etd.lib.fsu.edu/theses/available/etd-07052006-234654.
Full textAbstract:
Thesis (M. S.)--Florida State University, 2006.Advisor: Jeanne Heitmayer, Florida State University, College of Human Sciences, Dept. of Textiles and Consumer Sciences. Title and description from dissertation home page (viewed Sept. 18, 2006). Document formatted into pages; contains viii, 76 pages. Includes bibliographical references.
46
Jian-Yu, Ke, and 柯建羽. "The Effects Of Humorous Advertising And Non-celebrity Endorser On The Advertising Effectiveness - An Example Of HeySong Corporation’s Tea Drinks." Thesis, 2011. http://ndltd.ncl.edu.tw/handle/88508533706086689451.
Full textAbstract:
碩士聖約翰科技大學
企業管理系碩士班
100
Advertisement is a very popular communication tool in marketing. In order to send the messages to their customers successfully, it is quite important for companies to know how to use the proper advertising technique. We found that the use of humor and endorser in advertising has become a major trend. This study investigates customers’ reaction to humorous advertisements and their endorsers. Two factors of humorous advertising (the sense of humor, the sense of relaxation) and two factors of advertising endorser (association, memory) are extracted by employing the factor analysis method. We use these factors and advertising effectiveness (advertising attitude, brand attitude, purchase intention) to as our research subjects. We found: (1) the sense of humor performed better than the sense of relaxation in advertising attitude; (2) the sense of humor has positive influences on brand attitude and purchase intention, but the sense of relaxation is less effective; (3) Memory performed better than association in advertising attitude; (4) Association have positive influences on brand attitude in stead of memory; (5) Association performed better than memory in purchase intention; (6) The sense of humor have positive influences on association and memory, whereas the sense of relaxation is less effective.
47
TSE, HO YEE NATALIE, and 謝浩怡. "The Impact of Green Advertising on Brand Attitude:Moderated by Celebrity Endorsement and Cultural Identity." Thesis, 2018. http://ndltd.ncl.edu.tw/handle/877zrd.
Full textAbstract:
碩士銘傳大學
企業管理學系
106
The primary objectives of this study are: (1) to examine the relationship between green advertising and brand attitude; (2) to examine how cultural identity moderates the relationship between green advertisements and brand attitude; (3) to examine how celebrity endorsement moderates the relationship between green advertising and brand attitude; (4) to examine the relationship between celebrity endorsement and brand attitude. For this purpose, a 2x2x3 factorial design experimental study was utilized. Based on Hartmann and Apaolaza-Ibáñez’ study (2009), the present study used six versions of questionnaires that each include a custom made advertisement that featured Apple’s iPhone X. Questionnaires were collected from a total of 276 respondents, of whom 117 respondents uphold Eastern cultural identities and 159 respondents uphold Western cultural identities. The data collected from the questionnaires was subsequently analyzed with the multivariate tests function of SPSS and with main effects and interactions analyses. The main findings of this research include: (1) Green advertising significantly enhances brand attitude; (2) It is necessary for green advertising campaigns to accurately target consumers with Eastern cultures to enhance the positive moderating effects of cultural identity on green advertising and brand attitude; (3) Endorsements from celebrities with a green image enhance positive moderation on the effects between green advertising and brand attitude; (4) Celebrity endorsements significantly enhances brand attitude.
48
Raposo, David André Galrão. "The role of advertising, influencers and celebrity endorsement on brand love: the youtuber´s effect." Master's thesis, 2019. http://hdl.handle.net/10071/18993.
Full textAbstract:
Brand love is the most emotionally intense connection between consumers and brands
and it has been considered one of the most efficient tools to keep both entities together.
This approach is crucial, as the current market has witnessed high levels of competition,
with the new brands, new products, or even new communication ways emergence. At the
same time, managers also realized that the use of influencers or digital creators as partners
in the information dissemination process is an effectively beneficial practice. One of the
possible platforms is YouTube, which is an ideal social network to implement such
marketing strategies. The current dissertation aims to understand how YouTube
influencers contribute to the process of brand love. During the development of the
research, a set of customer engagement factors has arisen: numbers and results;
connectedness with followers; frequency; credibility; argument quality; authenticity;
visually appealing content; long-time relationships; and posts in the morning lead
YouTube influencers to engage their followers. Such factors were also evaluation
elements that were used to understand what other characteristics the strongest YouTubers
in those factors have. Hence, this dissertation concludes that aspects as having an informal
relationship with brands, presenting different content from others in the industry, or
having a well-connected relationship with followers, have emerged as responses of the
primary question, which try to capture what are the YouTubers’ characteristics in the area
of advertising, influencers, and celebrity endorsement that contribute to brand love.Brand love é a ligação emocionalmente mais intensa entre consumidores e marcas, sendo considerada uma das ferramentas mais eficientes para manter ambas as entidades juntas. Esta abordagem é crucial, sabendo que o mercado atual tem testemunhado altos níveis de concorrência, com o surgimento de novas marcas, novos produtos e até novas formas de comunicação. Simultaneamente, os gestores também perceberam que o uso de influenciadores ou de criadores digitais como parceiros no processo de disseminação de informação é uma prática efetivamente benéfica. Uma das possíveis plataformas é o YouTube, uma rede social ideal para implementar as tais estratégias de marketing. Esta dissertação procura entender como é que os influenciadores do YouTube contribuem para o processo de brand love. Durante o desenvolvimento da pesquisa, surgiu um conjunto de fatores de envolvimento do consumidor: números e resultados; ligação com os seguidores; regularidade; credibilidade; qualidade do argumento; autenticidade; conteúdo visualmente apelativo; relações de longa data; e publicações durante a manhã levam às YouTubers a envolver os seus seguidores. Esses mesmos fatores foram utilizados como elementos de avaliação para perceber que outras características as YouTubers mais fortes a esse nível podem ter. Com isto, esta dissertação concluiu que aspetos como ter uma relação informal com as marcas, apresentar um conteúdo diferente daquele que a indústria oferece ou ter uma relação próxima com os seguidores são respostas à questão principal do estudo, que tenta perceber quais são as características das YouTubers na área da publicidade, influencers e endosso de celebridades que contribuem para o brand love.
49
Chang, Ya-Chi, and 張雅棋. "Application of Google Trends Analysis to Study the Effect of Celebrity Endorsement on Advertising Communication." Thesis, 2014. http://ndltd.ncl.edu.tw/handle/23152098978647620822.
Full textAbstract:
碩士銘傳大學
傳播管理學系碩士班
102
Among the several types of advertisements, celebrity endorsement is much more acceptable and heeded by advertisers and the public. The effect of endorsers for advertising has been a considerable topic of research, and when measuring the effect of endorsers, adding the opinion of consumers is necessary. Also, with the new technology has changed the behavior of consumer, surfing on the internet before purchasing decision process has became a trend. In the modern age of advanced technology, the concept of big data has been generated and put into consideration to the public. Therefore, some advertisements with the celebrity endorsements were choosing to be an object of this research, and the open data of Google Trends was not only used to analyse how consumer gather information on the internet, but also to figure out the effect of celebrity endorsements on advertising communication. In addition, some of the interview information of advertising directors will be supplementary described. According to the results of this research, the effect of celebrity endorsements on advertising communication can be obviously found by using Google Trends analysis. For instances, in the cases of this research, the increment of the searches of both endorsers and related products was shown among the duration of endorsements, indicating the celebrity endorsements successfully created the effect of advertising communication on audience.
50
Hsu, Ning, and 徐寧. "An Investigation of the Effect of Affective Advertising Types on Advertising Effect and Brand Attitude –Product Involvements and Celebrity Endorser as Moderators." Thesis, 2015. http://ndltd.ncl.edu.tw/handle/8msfmf.
Full textAbstract:
碩士國立中山大學
企業管理學系研究所
103
In recent years, more and more Taiwan business pay attention to micro-films. The advertisers use micro-film in order that consumers have a new sensory experience. Sensory experience allows consumers to receive messages via the peripheral path. This study suggests ELM to explain the differences between scrutiny messages of advertisings and micro-films. Moreover, the study wants to know whether the differences between commercial micro-films and television advertisings or not. In this study, advertising and micro-film are regarded as different types of advertising, we want to know the effect of different types of advertising on brand attitude and advertising effect. The study suggests emotional appeal as a baseline linking advertising and micro-film.We have different operating variables, the study is 2 (advertising Types: affective advertising and affective micro-film) x2 (product involvement: high and low) x2 (celebrity endorsement: celebrity endorsement and no celebrity endorsement) experimental design to explore these variables on brand attitude and advertising effect. The study found that no matter under what circumstances, affective micro-film has better impact on brand attitude and advertising effect than affective advertising does. Besides, micro-film with low product involvement has higher impact on brand attitude and advertising effect than one with high product involvement does. In addition, without considering other variables, affective advertising with celebrity endorsement does make better advertising effect and brand attitude than one without celebrity endorsement. This study will make reference to the advertisers in the practical operation of the affective advertising anf affective micro-film.