Sökning: "Celebrity endorsement theory"

Visar resultat 1 - 5 av 23 uppsatser innehållade orden Celebrity endorsement theory.

  1. 1. Marknadsföring i fotbollsvärlden. En studie som fördjupar sig i samspelet mellan klubbar och fotbollsspelares varumärken

    Kandidat-uppsats, Göteborgs universitet/Företagsekonomiska institutionen

    Författare :Lucas Thijssen; Gabriel Ferriere; [2024-01-23]
    Nyckelord :Brand; Brand image; Branding theory; Celebrity endorsement theory; Emotional branding theory; Fan loyalty; Star player;

    Sammanfattning : In the world of football, the divide between Swedish clubs and the international competition has only increased in recent years. The financing of a club is a big part of its competitive force, with the transfer market being an important aspect in having a successful club and assembling a strong squad. LÄS MER

  3. 2. Influencer Endorsements of E-Cigarette Brands on Instagram : A study of Gen Z perception of influencers endorsing e- cigarette brands on Instagram

    Magister-uppsats, Jönköping University/Internationella Handelshögskolan

    Författare :Isha Grover; Ander Jauregui; [2023]
    Nyckelord :Instagram; Influencer Marketing; Gen Z; E-cigarettes; E-cigarette influencers; Source Credibility; Sponsorship disclosures; Celebrity Endorsement;

    Sammanfattning : The widespread use of social media platforms and the emergence of influencer marketing have revolutionized brand-consumer interactions, particularly among the younger demographic. In line with this trend, the influence of e-cigarette influencers on Generation Z (Gen Z) has become a prominent area of research. LÄS MER

  4. 3. Instagram Influencers Impact on Customers' Intention on Purchasing Perfume

    Kandidat-uppsats, Jönköping University/Internationella Handelshögskolan

    Författare :My Bui; Anh Tran; [2022]
    Nyckelord :purchase intention; influencer marketing; celebrity endorsements; source credibility; social media influencer; Instagram;

    Sammanfattning : Background: Celebrity endorsements is a marketing strategy that has been long used bymarketers to strengthen brands' reputations. Nowadays, due to the fast growth of socialmedia, number of people using social media increase day-by-day. Hence, the use of digitalplatforms as marketing channel has increasing. LÄS MER

  5. 4. The Intention Of China’s Generation-Y To Abandon A Brand After A Celebrity Endorsement Scandal: A Theory Of Planned Behavior Approach

    Magister-uppsats, Jönköping University

    Författare :Paul Van Caenegem; Yajun Liang; [2022]
    Nyckelord :Theory of Planned Behavior; Celebrity endorsements; Celebrity Scandals; China s Generation-Y;

    Sammanfattning : Background: With increased scrutiny of celebrities by the Chinese government, more and more celebrities are being exposed to being caught in various scandals. This leads to the challenge of how companies respond to such celebrity endorsements followed by scandals to incorporate the intentions of independent, socially conscious China’s Generation-Y. LÄS MER

  7. 5. The viability of feeding seaweed to cows. An assessment of the key opportunities and barriers facing the commercialization of factory-produced Asparagopsis taxiformis as a methane-reducing additive for dairy cows in Sweden.

    Master-uppsats, Lunds universitet/Internationella miljöinstitutet

    Författare :Cora Taylor; [2021]
    Nyckelord :Asparagopsis taxiformis; methane-reducing additive; commercial viability; Earth and Environmental Sciences;

    Sammanfattning : An estimated 6% of human greenhouse gas emissions are the result of enteric methane production by cows. Asparagopsis taxiformis, a semi-tropical alga, is one solution. Supplementation of this alga to cows at a small percentage of their daily intake has reduced methane emissions by over 98% in trials. LÄS MER