Millennials’ attitude toward endorsers in the beauty industry : An investigation into Millennials’ perception and preferences regarding the qualities of endorsers

Sammanfattning: Using celebrities in advertising has become increasingly popular among brand managers and companies all over the world spend large amounts of money to convince celebrities to endorse their brands and products. Given the fact that Generation Y consumers are becoming an increasingly important target group for marketers it will be interesting to investigate if they perceive celebrities or non-celebrities as more important endorsers.