Sökning: "the attractiveness of celebrity endorsers"

Hittade 4 uppsatser innehållade orden the attractiveness of celebrity endorsers.

  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

  3. 2. 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

  4. 3. Celebrity endorser’s credibility: effect on consumers’ attitude toward advertisement : Factors influencing vloggers credibility among viewers and their relation with attitude toward advertisement

    Uppsats för yrkesexamina på avancerad nivå, Luleå tekniska universitet/Institutionen för ekonomi, teknik och samhälle

    Författare :Christopher Friis-Jespersen; [2017]
    Nyckelord :Celebrity endorsement; endorser credibility; Attitude towards advertisement; consumers; students; vlogger;

    Sammanfattning : Social media has become an attractive platform for companies to advertise their brands on and a common method is to pay internet celebrities to use their fame to promote the companies’ brands. One of these social media platforms is Youtube where “YouTubers” using their fame to promote brands on a daily basis in form of video logs (vlogs). LÄS MER

  5. 4. Perception of the Celebrity Endorser : A study of how age and gender influences the consumer perception

    Kandidat-uppsats, Högskolan i Jönköping/IHH, Företagsekonomi

    Författare :Olle Hugosson; Carolina Matthys; Linda Phung; [2014]
    Nyckelord :Marketing Communication; Celebrity Endorsement; Source Effects; Consumer Perception; Age and Gender of the Consumer;

    Sammanfattning : Background The concept of celebrity endorsement is a constantly growing marketing communication tool. A recent example of when the usage of celebrities within advertising has been successful is the case of Zlatan Ibrahimovic endorsing Volvo. LÄS MER