Celebrity Endorsement & Consumer Behavior : Gender Differences as a Marketing Strategy

Bachelor thesis English OPEN
Junhem, Sanna; Adolfsson, Sophie;
(2017)
  • Publisher: Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Företagsekonomi
  • Subject: Celebrity endorsement | marketing | strategy | gender | consumer behavior | Economics and Business | Ekonomi och näringsliv

Background - Celebrity endorsement is not a new phenomenon and it can be seen in advertisements around the world. Since the content of an advertisement easily can be screened out, it is important to target the right consumer. There has to be a fit between the consumer, ... View more
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