Sökning: "Product Match-Up Hypothesis"

Hittade 1 uppsats innehållade orden Product Match-Up Hypothesis.

  1. 1. 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