Change search
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf
Many faces of a celebrity: A qualitative study about factors of a celebrity in an advertisement that could affect consumers buying decisions
University West, School of Business, Economics and IT, Division of Business Administration.
2017 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

One way to stand out and trying to offer something different and unique is to use the marketing strategy called celebrity endorsement. Celebrity endorsement is marketing where celebrities are involved in the advertising and are promoting the company's brand. To use celebrities in marketing campaigns it is possible to increase consumer's attention and interest more. The purpose is to research what factors of a celebrity in an advertisement are the most appealing for Swedish consumers buying decisions. The study have used relevant theory in the form of literature and academic journals in the field of celebrity endorsement and have strived to answer the research question and find out what factors of a celebrity in an advertisement are the most appealing for Swedish consumers buying decisions. A focus group has been the main data collection in this study. The focus group had five participants, aged 20-30 that got to see three different celebrity advertisements. The data collection focused on different factors that the study by the help of previous theory considered relevant. In the analysis the different factors of celebrity endorsement advertisements are brought up and discuss how these could influence Swedish consumers buying decisions. The result of the study shows that factors such as the personality and status of the celebrity are seen as appealing for the buying decisions of Swedish consumers.

Place, publisher, year, edition, pages
2017. , p. 33
Keyword [sv]
Marketing strategies, consumer behaviour
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hv:diva-12208Local ID: EXC504OAI: oai:DiVA.org:hv-12208DiVA, id: diva2:1189903
Subject / course
Business administration
Educational program
Ekonomprogrammet
Supervisors
Examiners
Available from: 2018-03-15 Created: 2018-03-13 Last updated: 2018-03-15Bibliographically approved

Open Access in DiVA

No full text in DiVA

By organisation
Division of Business Administration
Business Administration

Search outside of DiVA

GoogleGoogle Scholar

urn-nbn

Altmetric score

urn-nbn
Total: 16 hits
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf