publication . Bachelor thesis . 2017

Multiple Brand Celebrity Endorsement: Případová studie David Beckham

Hiblerová, Adéla;
Restricted Czech
  • Published: 01 Jan 2017
  • Country: Czech Republic
Abstract
The Bachelor's Thesis on the topic of Multiple Brand Celebrity Endorsement: David Beckham Case Study focuses primarily on the issue of multiple endorsement of a number of brands by one celebrity. To be able to put this topic into perspective does this thesis begin with a description of celebrity endorsement as itself, defines 'celebrity', and also introduces various approaches towards cooperation of a celebrity and a brand in general. Consequently, reasons for and risks of such cooperation are listed, effectivity of celebrity endorsement is studied, and theories of how to choose the right celebrity are presented. Finally, the term 'multiple brand celebrity endor...
Subjects
free text keywords: David Beckham; multiple brand celebrity endorsement; Celebrity endorsement; značka; celebrita; Brand; Multiple Brand Celebrity Endorsement; Celebrity
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