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Dissertations / Theses on the topic 'Celebrity endorsement'

Author: Grafiati

Published: 4 June 2021

Last updated: 25 July 2025

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1

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

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

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

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Uppsatsen syfte är att analysera vad det är för skillnader med att marknadsföra en produkt eller tjänst med eller utan Celebrity Endorsement. Jag har även analyserat hur varumärket framställs genom att använda Celebrity Endorsement metoden. För att förtydliga min analys har jag granskat två reklamfilmer av Viktväktarna. För denna uppsats har jag valt hermeneutik som vetenskapsteoretisk utgångspunkt. Mina frågeställningar är: På vilket sätt använder sig Viktväktarna av Celebrity Endorsement? Hur framställs Viktväktarna som varumärke i reklamfilmerna? På vilket sätt skiljer sig de två reklamfil

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3

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

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

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4

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

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

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Celebrity endorsement has become a widely studied and applied concept by the marketers and managers in modern business organizations. With the progressive marketing and business methods, new promotional tools have also been introduced to provide a competitive edge to the organizations. This paper deals with the research question i.e. investigating the effects of celebrity endorsement on consumers' willingness to pay. The topic is examined through a qualitative method and inductive approach is adopted to proceed with the study. Secondary data is collected through journals, online publications a

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

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7

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

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<p>Vilken betydelse har Celebrity Endorsement för företagens marknadsföringsstrategi?</p><p>Problemformuleringen leder fram till syftet med uppsatsen. Vi kommer nedan att dela upp syftet i tre punkter och dessa är följande, analysera hur användningen av Celebrity Endorsement fungerar i verkligheten, jämföra denna med den tidigare teori som finns inom ämnet, dra slutsatser om teorin skiljer sig från hur användandet går till i praktiken..</p><p>Genom kvalitativa intervjuer har vi samlat in primärdata om hur företag använder sig av kändisar i marknadsföringen. Sekundärdata är hämtad främst ifrån

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8

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

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Hunter, Erik J. "Celebrity entrepreneurship and celebrity endorsement : similarities, differences and the effect of deeper engagement." Thesis, Queensland University of Technology, 2010. https://eprints.qut.edu.au/38902/1/Erik_Hunter_Thesis.pdf.

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Increasingly, celebrities appear not only as endorsers for products but are apparently engaged in entrepreneurial roles as initiators, owners and perhaps even managers in the ventures that market the products they promote. Despite being extensively referred to in popular media, scholars have been slow to recognise the importance of this new phenomenon. This thesis argues theoretically and shows empirically that celebrity entrepreneurs are more effective communicators than typical celebrity endorsers because of their increased engagement with ventures. I theorise that greater engagement increas

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10

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

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Embora o Celebrity Endorsement seja uma ferramenta de marketing já consagrada, a ascensão digital e o ritmo frenético das redes sociais vieram reclamar mudanças no império. A evolução furiosa das redes sociais dotou o utilizador actual de uma exigência urgente, transformaram posts em gatilhos e o ontem obsoleto. Com esta metamorfose, as marcas viram-se obrigadas a acompanhar a mudança, a adoptarem propriedades camaleónicas e a readaptarem-se ao mercado. Neste sentido, agitaram a varinha de condão e transformaram o tradicional celebrity endorser num agente omnipresente, coexistindo activa e par

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

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Denna studie handlar om Celebrity Endorsements, det vill säga samarbeten där kändisar borgar för en produkt eller ett företag i syfte att utbyta värden och förhoppningsvis öka försäljningen. Tidigare forskning inom detta område är fokuserat på vad en kändis kan tillföra företaget. Denna uppsats undersöker fenomenet från andra hållet, det vill säga vad företaget gör för kändisen. Vi vill ta reda på om svenskarna, fotbollsspelaren Zlatan Ibrahimovic samt Robin Carlsson, även känd som popartisten Robyn, genom respektive celebrity endorsement-aktion gällande kampanjen “

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

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

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

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

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Titel: Celebrity endorsement är väl ingen sport – En studie om hur sportmodevarumärken använder celebriteter i varumärkesbyggande syfte Författare: Erik Hagberg & Niklas Radhammar Handledare: Thomas Helgesson Nivå: Kandidatuppsats, Marknadsföring 15 hp, VT 2012 Nyckelord: Varumärke, varumärkeskapital, celebrity endorsement, celebrity endorser, sportmodevarumärke, varumärkesbyggande Problemformulering: Hur arbetar sportmodevarumärken på den svenska marknaden med celebriteter i sina varumärkesbyggande processer? Syfte: Syftet med denna uppsats är att med utgångspunkt i den t

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

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Globally, luxury cosmetic brands employ celebrity endorsement as a tool for building credibility with existing and potential end users. There is certainly a significant body of knowledge on celebrity endorsers, their credibility markers, and how they affect subliminal changes in the buying behaviour of customers. Departing from such past practice, this study aims to undertake a systematic analysis of the influence of celebrity endorsements on mature women, aged 40-60, using a combination of qualitative and quantitative methods like online questionnaires and structured interviews, apart from an

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

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

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

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<p>I denna studie har vi valt att ur ett marknadsföringsperspektiv studera varför företag använder sig av kända svenska idrottspersonligheter i sin marknadskommunikation. Vi har valt att se på detta fenomen genom både företagens och idrottspersonligheternas perspektiv, det vill säga undersöka vilka incitament dessa båda parter har för att samarbeta. Vi har i vår uppsats valt att använda oss av en analytisk ansats, då vi ämnar skapa en djupare förståelse för ett fenomen snarare än att skapa generella lagar. Som datagenereringsmetod har vi använt oss av semistandardiserade intervjuer med företag

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Raphael, Jackie. "The celebrity endorsement industry: adapting to Web 2.0 and beyond." Thesis, Curtin University, 2013. http://hdl.handle.net/20.500.11937/227.

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The Hollywood entertainment industry and celebrity status has had a global impact on advertising and consumption since its emergence in the early 20th century. However, the advent of the Internet and social media has transformed popular culture. With YouTube having exceeded two billion views a day in May 2010 (Timeline 2010), more than one billion people active on Facebook since October 2012 (Newsroom: Timeline 2012), and social network advertising revenues estimated to reach $10 billion globally by 2013 (Social Network Ad Revenues to Reach $10 Billion Worldwide in 2013 2011), it is clear that

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20

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

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This thesis investigates how British advertising agencies select celebrity endorsers and the criteria considered important in deciding which celebrity to employ. Specifically the primary focus of the study is to identify and analyse the process by which celebrity endorsers are selected by advertising agency practitioners; to explore factors affecting the selection of celebrity endorsers; and, to generate a model of selecting celebrity endorsers for marketing communication messages. The research had a two-phase design, which progressed from exploratory interviews to a mail survey. For the first

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

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

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Background – Celebrity endorsement has been researched to a great extent, however the main focus of the previous research has been about the effectiveness and the neg-ative/positive information about the celebrity and the brand. Additionally, previous studies on gender differences have been conducted; however it has not been done in consideration with celebrity endorsement in the fashion industry. Purpose – This study aims to examine if there is a difference between how men and women perceive celebrity endorsement in the fashion industry. The purpose is to gain a deeper understanding of factor

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

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Thesis advisor: Michael Keith<br>Athletes have become major celebrities within the mass media in modern society. They appear in a wide variety of mediums and advertising campaigns that may or may not be directly related to sports. Their level of fame and popularity has landed many star athletes with multi-million dollar endorsement contracts with companies who want to associate with the athlete’s image and brand. This work attempts to further understand and analyze the role of celebrity athlete endorsers, how companies select and market their athlete spokespeople, and how audiences consume and

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

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The rapid growth of visual microblogging platforms, such as Instagram, has created new opportunities for brands to communicate with stakeholders. As these platforms evolve, brands have had to adapt in order to use the available social media platforms to gain visibility in the millennial audience. Recently brands have turned to online 'celebrities' known as a social media influencer (SMI) to distribute information and influence consumers' product perceptions. This specifically has become a common tactic in communication and marketing efforts with the fashion and beauty industry. Ample research

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

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Background - Celebrity endorsement is not a new phenomenon and it can be seen in advertisements around the world. Since the content of an advertisement easily can be screened out, it is important to target the right consumer. There has to be a fit between the consumer, the endorser and the product. Since gender plays a crucial part when understanding consumer behavior, knowledge about gender differences needs to be taken into account when creating a marketing strategy. Purpose - Consumers in today’s society are being exposed to an extreme amount of advertisements and other marketing tools

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

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

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

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

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Dissertação de mestrado em Marketing, apresentado à Faculdade de Economia da Universidade de Coimbra, sob a orientação de Arnaldo Fernandes Matos Coelho.<br>O celebrity endorsement representa uma estratégia que já vem sido utilizada desde há várias décadas para cá. As marcas, no entanto, apostam cada vez mais nas celebridades e o investimento nestas é, globalmente, superior todos os anos. No entanto, esta estratégia não pode ser feita sem discernimento, correndo o risco de ser inconsequente. Neste sentido, este estudo tem por objectivo analisar o papel das celebridades na sua relação com

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

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Mestrado em Ciências Empresariais<br>Atualmente, com a emergência das redes sociais, as empresas tiveram de adaptar as suas estratégias de marketing a este meio em constante mudança, uma vez que grande parte do contacto marca-consumidor é realizado através destas mesmas redes. Este estudo irá basear-se numa dessas estratégias muito utilizadas pelas empresas, a utilização de micro-celebridades, para a promoção dos seus produtos, na rede social Instagram, ou seja, micro-celebrity endorsement. Neste estudo procurou-se então, perceber a opinião dos utilizadores do Instagram na utilização, por par

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

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Aim The authors seek to explore the impact of celebrity endorsement through social media on consumer behavior, specifically on impulsive buying. Methodology The quantitative research approach was adopted, and a questionnaire was administered to university students in 3 cities (Gavle, Uppsala, and Stockholm). The primary data was collected from the students’ responses to the questions (127-members survey). For achieving the results mentioned in the results chapter, SPSS 17 was used for the data analysis. In the study, secondary data was collected through scholarly journals, books, and articles.

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

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Nowadays, about one fourth of all prime time commercials in the United States feature celebrity endorsers. Previous research has identified numerous benefits of this powerful marketing strategy. Unfortunately, celebrities have been increasingly involved in negative publicity in the recent past. Using event study methodology, I examine the influence of negative celebrity endorser publicity on immediate and subsequent stock returns, covering 59 events during a 25 year period from 1988 to 2012. My research shows that firms do not have to take losses for granted. By choosing proactive versus react

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

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The aim of this master thesis is to find out whether celebrity endorsement is influencing factor on decision-making process when purchasing cosmetics (hair care and skin care) in Czech market. Master thesis is divided into two main parts. Theoretical part describes consumer decision-making process, role of celebrity endorsement and examples how celebrity endorsement is used nowadays by L'Oréal. Practical part then focuses on analysis of consumer behaviour through quantitative (online questionnaire) and qualitative research (focus groups) in order to analyse what consumer thinks about celebrity

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

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Having a celebrity endorse a product has in previous research been shown to increase both sales and brand awareness for companies. Celebrity endorsement can also be used by companies as a marketing communication strategy to build brand image. As a result of this, companies pay millions of dollars to have a celebrity endorse their products. It is therefore a very interesting area to investigate and do further research on. By using a qualitative research, this thesis explores, describes and analyse how celebrity endorsement affects consumers’ perception on brand image and purchase intention. To

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

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TESIS PARA OPTAR AL GRADO DE MAGÍSTER EN MARKETING<br>El celebrity endorsement corresponde a una estrategia de comunicación, la cual frecuentemente puede ser vista en diversos avisos de diferentes marcas. Hasta ahora ha sido estudiada mayormente en medios tradicionales como la televisión, diarios y revistas, sin embargo poco se ha investigado sobre sus efectos en medios online, específicamente redes sociales. Este estudio propone un experimento factorial, donde se pretende comparar los efectos a niveles cognitivos, afectivos y conductuales de cuatro piezas publicitarias, que alternan tanto el

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Havnevik, Giske Jonatan, and Mattias Andersson. "Brad Pitt, Chanels nya No.1 : - En undersökning av ambassadörens trovärdighet, attraktivitet, expertis och dess samband till annons- och varumärkesattityd för Chanel No. 5." Thesis, Uppsala universitet, Företagsekonomiska institutionen, 2013. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-202704.

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Forskningen kring marknadsföring med kändisar har fokuserat på hur företag väljer den lämpligaste endorsern för just sitt varumärke och hur associationerna mellan produkten och kändisen spelar in på annonseffekter. Det har visats i flera studier att konsumenternas uppfattning av kändisen som person återspeglas i betraktarens annonsattityd och varumärkesattityd. Vi har valt att fokusera vår uppsats på effekterna av marknadsföringen av kvinnoparfymen Chanel No. 5 och jämfört konsumenternas uppfattning för en manlig respektive en kvinnlig ambassadör.Studien är uppdelad i två enkäter där vi med kv

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

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xvi, 152 p. : col. ill.<br>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

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

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Seminario para optar al grado de Ingeniero Comercial, Mención Administración<br>El endorsement ha sido por muchos años una herramienta importante en la comunicación de marketing. La utilización de una figura o personaje como apoyo comunicacional de una marca o producto han sido estrategias recurrentes en las últimas décadas. La creencia de que existe un impacto positivo en las actitudes del consumidor hacia la marca o producto por la influencia de las características del endorser o vocero de marca ha sido fundamento para los altos niveles de inversión en esta herramienta comunicacional. En es

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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.

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<p>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 adver

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Silva, Ana Rita de Sousa Brites Duarte. "Celebrity endorsement no contexto do instagram e o seu efeito na intenção de compra." Master's thesis, Instituto Superior de Economia e Gestão, 2017. http://hdl.handle.net/10400.5/14716.

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Mestrado em Marketing<br>As redes socias são cada vez mais utilizadas pelas celebridades, enquanto meio de transmitir aos seus seguidores mensagens publicitárias de marcas, às quais estão associadas. O Instagram é a rede social que mais cresce, e onde esta prática predomina. Ter motivações distintas para utilizar o Instagram influenciará a perceção que se tem da credibilidade e atratividade dos endorsers neste contexto? Levará o celebrity endorsement no contexto da rede social Instagram a uma maior intenção de compra dos produtos patrocinados? Nesta investigação foi utilizada uma abordagem q

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Birgersson, Fanny, Jonas Ragnvaldsson, and Emma Randau. "Konsumentens uppfattning av Influencer Marketing på Instagram : En experimentell studie på Source Credibility, Köpintention och Varumärkesattityd." Thesis, Högskolan i Borås, Akademin för textil, teknik och ekonomi, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-14587.

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Sociala medier har under senare år växt och blivit en integrerad del av människors vardag. Tillväxten i populariteten av sociala medier har resulterat i att många företag flyttar delar av sin marknadsföring till dessa plattformar i förhoppningen om att få en bredare och mer engagerad publik. En följd av det ökade intresset för marknadsföring på sociala medier har blivit att sponsra och samarbeta med personer som har ett stort antal följare, även kallade influencers, på sociala medie-plattformar såsom Instagram, Twitter och Youtube. Samtidigt som sponsring av influencers blir allt vanligare så

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Hamnström, Rebecca, and Roza Arosh. "“För mig är det varumärket och dess status som skapar värde” : En studie om vad en kändis bidrar med i marknadsföring för exklusiva varumärken riktad till män." Thesis, Södertörns högskola, Företagsekonomi, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-40993.

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Advertisements are today a large part of our daily lives, making marketing increasingly complex and hard to navigate for companies seeking to catch our attention. One way of engaging with consumers is with the help of celebrities, via so called celebrity endorsements. Previous research on women has shown that celebrity endorsements of exclusive brands seems to have a positive effect on the consumer’s attitude towards the ad, but no impact on its purchase intention, brand attitude or how luxurious the brand is perceived. Furthermore, several studies have shown that there are large differences b

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

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It has become conventional to use product placement in music videos. Big brands have started marketing themselves through product placement, for example, brands such as BMW, VitaminWater and Virgin Mobile. Placing products in music videos could be perceived as the brands linking themselves with celebrities. This product placement could either have a positive or negative effect on the celebrity and/or the brand. This research study aimed to provide the world of brands with insights into 18-28-year-olds’ perception of product placement in music videos, and whether placing their product in a musi

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Hambali, Anisah. "Introducing celebrity corporate brand : moving beyond endorsement and exploring its effect on corporate brand enhancement." Thesis, Brunel University, 2017. http://bura.brunel.ac.uk/handle/2438/15583.

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Celebrity endorsement has received academic attention since the 1970s and it has widely been used by companies in their marcom (marketing communications) activities as an effective strategic tool to promote their brands, companies, products and services. Instead of only being appointed as endorsers, this new phenomenon sees how celebrities have changed their roles as human brands and are now better known as celebrity brands. Celebrities, as they are known today, are progressively becoming brands in their own right (i.e. celebrity brand), have their own value, owning their own products and/or s

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Gustafsson, Angelina, Elise Hallberg, and Jenny Ta. "Användarnas attityd kring influencer marketing via sociala medier : En kvantitativ studie om användandet, attityder och strategier." Thesis, Högskolan i Borås, Akademin för textil, teknik och ekonomi, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-25450.

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Idag handlar marknadsföring inte längre bara om att kommunicera ut ett budskap till en kund, utan även att hjälpa till att skapa ett bra intryck så att kunderna börjar kommunicera och föra budskapet vidare. I och med digitaliseringen kan företagen använda sig av olika sociala kanaler för att nå ut till en större räckvidd och förmedla sitt budskap till en större grupp konsumenter. Förr kunde en bra Tv-reklam eller annons i tidningen vara tillräcklig för att konsumenten skulle vilja köpa produkten men idag räcker inte det. Idag kan konsumenter enkelt använda sig av sociala medier för att hitta i

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

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Furberg, Elin, and Camilla Nilsson. "Hur kan Henke, Heidi, Jonte och Anja stärka ett varumärke? : En kvalitativ studie om hur svenska företag arbetar med athlete celebrity endorsement." Thesis, Umeå University, Umeå School of Business, 2007. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-1304.

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<p>Människor har i alla tider sett upp till kända personer som förebilder och representanter för något som de själva drömmer om att vara, vilket gör dessa kända personer till idealiska ansikten utåt för ett företags varumärke och produkter. Detta fenomen kallas celebrity endorsement och har länge varit en populär metod inom marknadsföring där syftet är att skapa associationer mellan ett varumärke och en känd persons egenskaper. Även i Sverige förekommer denna form av marknadsföring och vi vill i denna studie se hur svenska företag arbetar med detta. Vi har tagit del av vetenskapliga studier so

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Zhou, Mi. "An Examination of Celebrity Endorsement Used to Promote Branded Food and Beverage Products to American Children, Adolescents and Young Adults to Inform Policies to Promote Healthy Food Environments." Diss., Virginia Tech, 2020. http://hdl.handle.net/10919/105144.

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Celebrity endorsement is a global billion-dollar business used by food, beverage and restaurant companies to influence dietary behaviors that may contribute to overweight and obesity. Evidence suggests that existing government policies and industry self-regulatory programs in the United States (US) do not adequately protect young Americans from celebrity endorsement that promotes energy-dense and nutrient-poor food and beverage products. This PhD dissertation describes four studies that examine the nature, extent, and perceived influence of celebrity endorsement used by business firms and non-

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Adas, Samantha Nadia. "An Exploration of American Adolescents' Beverage Intake and Views on Celebrity Endorsement of Beverage Products to Inform Policies that Promote Healthy Beverage Guidelines." Thesis, Virginia Tech, 2018. http://hdl.handle.net/10919/84426.

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Food and beverage marketing influences the preferences and diet quality of adolescents. In 2009, about one third (23.8 million US dollars) of the 77 million US dollars spent on celebrity marketing targeted to American adolescents promoted sugar-sweetened beverages (SSB) associated with obesity and type 2 diabetes. Research is limited on how celebrity endorsement influences adolescents' SSB choices and intake. This M.S. thesis describes a study with three research objectives conducted among 28 adolescents in Virginia to explore their beverage intake and views about celebrity endorsement of beve

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Lund, Malin, and Maya Sundlöf. "Produktexponering på sociala medier : En studie om hur bloggar och Snapchat påverkar konsumenters inköpsbeslut." Thesis, Högskolan i Gävle, Avdelningen för ekonomi, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-19551.

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Titel: Produktexponering på sociala medier - en studie om hur bloggar och Snapchat påverkar konsumenters inköpsbeslut. Nivå: C-uppsats i ämnet företagsekonomi Författare: Maya Sundlöf och Malin Lund Handledare: Jonas Kågström Datum: 2015 Syfte: Vårt syfte är att undersöka om konsumenters inköpsbeslut och val av varumärke påverkas av exponering av produkter på bloggar respektive Snapchat. Syftet med studien är att undersöka om konsumenter blir påverkade av kända personers produktexponeringar på deras bloggar och på deras Snapchat. Metod: I studien genomfördes ett experiment med 98 deltag

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Julià, Rich Míriam. "El endorsement de los celebrities y su influencia en el consumidor." Doctoral thesis, Universitat Ramon Llull, 2016. http://hdl.handle.net/10803/360845.

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Avui en dia les companyies, com una estratègia més de màrqueting i comunicació, trien i utilitzen als celebrities perquè donin suport en els seus productes i es converteixi en més vendes. La proposta d'aquesta tesi és contribuir a augmentar el coneixement científic dels celebrity endorsement a Espanya i obtenir un major enteniment quan les empreses trien a un celebrity. Destacarem la importància cabdal de la gestió dels celebrities en promocionar productes, associant els atributs i la personalitat del celebrity a les marques i demostrant que aquesta estratègia és una manera eficaç d’apropar

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