Celebrity Endorsement : Hidden factors to success

Bachelor thesis English OPEN
Saouma, Joulyana; Chabo, Dimed;
(2005)
  • Publisher: Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Företagsekonomi
  • Subject: Celebrity endorsement | Source credibility | Source attractiveness | Negative publicity | Conjoint analysis

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 a... View more
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