Sökning: "Leo Genberg"

Hittade 1 uppsats innehållade orden Leo Genberg.

  1. 1. Borde Zlatan ryta till? : En experimentell kvantitativ studie om marknadsaktiviteters påverkan på en Celebrity Endorsers uppfattade varumärkespersonlighet

    Kandidat-uppsats, Högskolan i Halmstad/Akademin för ekonomi, teknik och naturvetenskap

    Författare :Benjamin Kype; Leo Genberg; [2018]
    Nyckelord :Celebrity Endorsement; Marketing Activity; Meaning of Transfer; Brand Theory; Brand Personality and Brand Image.;

    Sammanfattning : Problem Formulation: Is the consumers perceived brand personality of a celebrity endorser affected by a marketing activity and its transferred personality? Purpose: The purpose of this study is to explain the correlation and relation between the perceived brand personality of a celebrity endorser and a marketing activity he or she partakes in. Theoretical Framework: The frame of reference consists of existing theories regarding brand personality, celebrity endorsement, the Meaning of Transfer Model and Marketing Activities. LÄS MER