publication . Bachelor thesis . 2005

Celebrity Endorsement : Hidden factors to success

Saouma, Joulyana; Chabo, Dimed;
Open Access English
  • Published: 01 Jan 2005
  • Publisher: Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Företagsekonomi
Abstract The use of celebrity endorsement strategy is nowadays more frequently used by marketers in order to increase their sales and thereby extend their market shares. Many celebrities are used in various marketing campaigns and in most cases; the use of celebrities as endorsers is seen from mainly positive aspects. This made the authors curious whether the negative aspects, that also exists when using celebrities as endorsers, affects consumers in their purchasing decisions when a celebrity gets associated with negative publicity. Another cause of interest is which factors of a certain celebrity are most important and crucial in consumers’ perceptions, in the...
free text keywords: Celebrity endorsement, Source credibility, Source attractiveness, Negative publicity, Conjoint analysis
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