Sökning: "Celebrity endorser"

Visar resultat 1 - 5 av 21 uppsatser innehållade orden Celebrity endorser.

  1. 1. Men’s perceptions of endorsers : A qualitative study on how brand love affects men when being exposed to influencer marketing versus celebrity endorsement

    Kandidat-uppsats, Linnéuniversitetet/Institutionen för marknadsföring och turismvetenskap (MTS)

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

    Sammanfattning : Influencer marketing and celebrity endorsement has grown in the past years and has become a vital part of marketing in the fashion industry. This field has been well researched, however a gap in the research is the focus on men and the role brand love has. LÄS MER

  3. 2. What influences most: Celebrities, Influencers, or Mascots?: Investigating the effectiveness of different Endorsers in Consumer Communication

    C-uppsats, Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategi

    Författare :Emma Edström; Yufei Erik Luo; [2023]
    Nyckelord :Endorser Marketing; Source Credibility Model; Source Attractiveness Model; Product Match-Up Hypothesis; Endorsement;

    Sammanfattning : This thesis aims to bring insights into the field of endorser marketing. Celebrity, mascot, and influencer endorsements, especially with the rise of social media, are very popular and often-used by marketers in B2C marketing. LÄS MER

  4. 3. Can celebrity endorser characteristics impact brand loyalty? : An explanatory study on celebrity endorsers’ characteristics with brand loyalty

    Kandidat-uppsats, Linnéuniversitetet/Institutionen för marknadsföring (MF)

    Författare :Ratchaneekorn Dewar; Khaliun Davaakhuu; [2022]
    Nyckelord :Celebrity endorsers’ characteristics; the trustworthiness of celebrity endorsers; the attractiveness of celebrity endorsers; the expertise of celebrity endorsers; brand loyalty.;

    Sammanfattning : Background: Nowadays, companies globally utilise various branding strategies to win and build strong brand loyalty. One of the marketing strategies tools that companies utilise since the 21st century is celebrity endorsement. LÄS MER

  5. 4. Influencer marketing: What if everything revolves around the consumer’s self-esteem : A study about the purchasing behaviour of Swedish women in relation to influencer marketing

    Kandidat-uppsats, Högskolan i Jönköping/Internationella Handelshögskolan

    Författare :Linnea Egertz; Jonathan Almström; Benny Truong; [2019]
    Nyckelord :Word of mouth marketing; internet celebrity; influencer; influencer marketing; endorser; followers; social media; source credibility; source credibility model; self-esteem; tie strength; similarity; purchase intention;

    Sammanfattning : This thesis examines how female consumers’ self-esteem may impact an influencer’s ability to create a purchase through suggesting and testing a developed conceptual model. The Source credibility model, Similarity and Tie-strength were utilized as underlying theoretical frameworks. LÄS MER

  7. 5. Marknadsföring via sociala medier : En kvantitativ studie om influencers påverkan på kvinnliga Millennials attityd och köpintention

    Kandidat-uppsats, Luleå tekniska universitet/Institutionen för ekonomi, teknik och samhälle

    Författare :Alexandra Drugge; [2018]
    Nyckelord :Attitude; Endorser; Influencer; Purchase intention; Meaning transfer; Product match up; Source credibility; Source attractiveness.; Attityd; Endorser; Influencer; Köpintention; Meaning transfer; Product match up; Source credibility; Source attractiveness;

    Sammanfattning : Syftet med uppsatsen var att förklara hur svenska kvinnliga Millennials attityd och köpintention påverkas av influencers på Instagram inom modebranschen. För att besvara syftet har influencerns effektivitet analyserats genom fyra variabler; dessa är source credibility, source attractiveness, product match up och meaning transfer. LÄS MER