Change search
CiteExportLink to record
Permanent link

Direct link
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
Borde Zlatan ryta till?: En experimentell kvantitativ studie om marknadsaktiviteters påverkan på en Celebrity Endorsers uppfattade varumärkespersonlighet
Halmstad University, School of Business, Engineering and Science.
Halmstad University, School of Business, Engineering and Science.
2018 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [sv]

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.

Place, publisher, year, edition, pages
2018. , p. 142
Keywords [en]
Celebrity Endorsement, Marketing Activity, Meaning of Transfer, Brand Theory, Brand Personality and Brand Image.
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hh:diva-37175OAI: oai:DiVA.org:hh-37175DiVA, id: diva2:1220541
Subject / course
Business
Educational program
The International Marketing Programme, 180 credits
Supervisors
Examiners
Available from: 2018-06-19 Created: 2018-06-18 Last updated: 2018-06-19Bibliographically approved

Open Access in DiVA

fulltext(21016 kB)25 downloads
File information
File name FULLTEXT02.pdfFile size 21016 kBChecksum SHA-512
44e850a38bc0ae3684f63b61649cd3c0140d5baaf121f71626e90c555708d9164083d27109f4662ec46c937bc86a9a7c478e971ae95d1381e89a4f83129ec98f
Type fulltextMimetype application/pdf

By organisation
School of Business, Engineering and Science
Business Administration

Search outside of DiVA

GoogleGoogle Scholar
Total: 25 downloads
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

urn-nbn

Altmetric score

urn-nbn
Total: 82 hits
CiteExportLink to record
Permanent link

Direct link
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