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

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. Method: This study has chosen a deductive quantitative experimental research design. The collected primary data is consisting of 159 respondents divided into three groups who answered an group specific online survey which was distributed through private social media channels. Empirical Findings: The results in this study comprehends of 159 respondents attitude of a celebrity endorser, which has been analysed through statistical methods. Conclusion: The study’s results point out that there is no significant change on a celebrity endorsers perceived brand personality affected by the effect of a marketing activity, which can be statistically proven. The results showed a slight variance, however these are most likely a result of random.