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Millennials’ attitude toward endorsers in the beauty industry: An investigation into Millennials’ perception and preferences regarding the qualities of endorsers
Jönköping University, Jönköping International Business School, JIBS, Marketing and Logistics.
Jönköping University, Jönköping International Business School, JIBS, Marketing and Logistics.
2016 (English)Independent thesis Advanced level (degree of Master (Two Years)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Using celebrities in advertising has become increasingly popular among brand managers and companies all over the world spend large amounts of money to convince celebrities to endorse their brands and products. Given the fact that Generation Y consumers are becoming an increasingly important target group for marketers it will be interesting to investigate if they perceive celebrities or non-celebrities as more important endorsers.

Place, publisher, year, edition, pages
2016. , 56 p.
Keyword [en]
Millennials, Generation Y, celebrity endorsement, beauty industry, endorser, testimonial, qualities, brands, attitude, brand preference, beauty products
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hj:diva-30005ISRN: JU-IHH-FÖA-2-20160203OAI: oai:DiVA.org:hj-30005DiVA: diva2:930220
Subject / course
IHH, Business Administration
Supervisors
Examiners
Available from: 2016-06-27 Created: 2016-05-23 Last updated: 2016-06-27Bibliographically approved

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fulltext(2979 kB)1099 downloads
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Type fulltextMimetype application/pdf

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CiteExportLink to record
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Citation style
  • apa
  • ieee
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  • Other style
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Language
  • de-DE
  • en-GB
  • en-US
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  • nn-NO
  • nn-NB
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  • Other locale
More languages
Output format
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