publication . Bachelor thesis . 2010

Local Celebrity Endorsement : Can You Go Far by Staying Close?

Ekberg, Sara; Mellgård, Linn; Micko, Magdalena;
Open Access English
  • Published: 01 Jan 2010
  • Publisher: Högskolan i Jönköping, Internationella Handelshögskolan
  • Country: Sweden
Celebrity endorsement consists of a written or spoken statement from a publicly known person, proclaiming the benefits of some product or service. Previous research on celebrity endorsement has proved it very successful in promoting brands or companies. Even though many marketing strategies exist, it can be especially effective for newly started ventures to apply celebrity endorsement in their approach. While celebrity endorsement may be a good way to overcome weaknesses, such as liability of newness and lack of legitimacy, new ventures often cannot afford to implement this strategy. Therefore, an option to this might be local celebrity endorsement. This thesis ...
free text keywords: Celebrity Endorsement, Local Celebrities, Well-known Celebrities, Celebrity Capital, Reputational Capital, Marketing Communication, Communication Effectiveness
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