publication . Bachelor thesis . 2010

Brand Loyalty: A Study of the Prevalent Usage of Celebrity Endorsement in Cosmetics Advertising.

Löfgren, Emma; Li, Juan;
Open Access English
  • Published: 01 Jan 2010
  • Publisher: Umeå universitet, Handelshögskolan vid Umeå universitet
  • Country: Sweden
The usage of celebrity endorsements has been confirmed to result in more favorableadvertisement ratings and positive product evolutions (Dean and Biswas, 2001). It has evenbecome one of the most popular forms of retail advertising (Choi and Rifon, 2007). Marketershave heavily relied on celebrity endorsement, because they believe in its positive impact ofassisting in improvement of brand awareness, brand equity, and even financial returns.Celebrities are easily chosen by marketers to peddle their products. Especially in cosmeticsindustry, this tactic is commonplace and often seen in TV advertisements, magazines and othertypes of media. If you flip through the tel...
free text keywords: Brand Loyalty, Advertising, Business studies, Företagsekonomi
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