“För mig är det varumärket och dess status som skapar värde” : En studie om vad en kändis bidrar med i marknadsföring för exklusiva varumärken riktad till män
Sammanfattning: Advertisements are today a large part of our daily lives, making marketing increasingly complex and hard to navigate for companies seeking to catch our attention. One way of engaging with consumers is with the help of celebrities, via so called celebrity endorsements. Previous research on women has shown that celebrity endorsements of exclusive brands seems to have a positive effect on the consumer’s attitude towards the ad, but no impact on its purchase intention, brand attitude or how luxurious the brand is perceived. Furthermore, several studies have shown that there are large differences between men’s and women’s purchase behaviors. However, there is a lack of previous research with regards to celebrity endorsements targeting men. With this in mind, our purpose with this study has been to analyze what celebrity endorsement for exclusive brands targeting men contributes with. The research question is “What does a celebrity contribute with when promoting exclusive brands to men?”. The study was conducted using a quantitative method based on existing theories about celebrity endorsement, meaning transfer model, consumer behavior and brand equity. The data that emerged from our survey was also analyzed based on the study’s chosen theories. After an analysis of the empirical data, the following conclusions have been made: Male consumers prefer celebrity endorsements over regular advertisements with a noncelebrity; however, celebrity endorsements are not perceived as more exclusive. Celebrity endorsements targeting men contributes to an increased brand awareness and creates positive brand associations when the right celebrity has been chosen; brand loyalty and perceived brand quality are not affected. Celebrity endorsements for exclusive brands targeting men does not necessarily lead to an increased desire for the brand.
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