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How does celebrity endorsement affect consumers' perception on brand image and purchase intention?
Luleå University of Technology, Department of Business Administration, Technology and Social Sciences.
Luleå University of Technology, Department of Business Administration, Technology and Social Sciences.
2017 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Having a celebrity endorse a product has in previous research been shown to increase both sales and brand awareness for companies. Celebrity endorsement can also be used by companies as a marketing communication strategy to build brand image. As a result of this, companies pay millions of dollars to have a celebrity endorse their products. It is therefore a very interesting area to investigate and do further research on.

By using a qualitative research, this thesis explores, describes and analyse how celebrity endorsement affects consumers’ perception on brand image and purchase intention. To answer the research questions, interviews have been made.

The main findings of this thesis are that the image of the celebrity endorser transfers to the brand image. Furthermore, trustworthiness and success has been shown as important factors in a celebrity endorser. Lastly, the research has shown that attributes such as familiarity, likability and similarity in a celebrity endorser affects consumers’ purchase intention.

Place, publisher, year, edition, pages
2017.
National Category
Business Administration
Identifiers
URN: urn:nbn:se:ltu:diva-64430OAI: oai:DiVA.org:ltu-64430DiVA: diva2:1114405
Subject / course
Student thesis, at least 15 credits
Educational program
Business Administration, bachelor's level
Supervisors
Examiners
Available from: 2017-07-05 Created: 2017-06-23 Last updated: 2017-07-05Bibliographically approved

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CiteExportLink to record
Permanent link

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Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf