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the advertising industry. Nowadays many companies choose to use celebrities as endorsers for their advertising campaigns. Use of superstars in advertising campaigns attracts a lot of attention from the public and the three main questions oc...
celebrity endorsement as an effective marketing strategy (Shimp, 2000). Although celebrity endorsement has a historic presence in Great Britain, the number of celebrity campaigns has increased markedly in recent years. In fact, our findings...
celebrity endorsements by investigating such endorsements of products ultimately sold by retailers. This is done by updating previous research involving print media in sporting magazines. Design/methodology/approach – A content analysis app...
Celebrity Endorsements Affect Consumer Behaviour LITERATURE REVIEW Overview of the Themes Promotional clutter makes it extremely dif?cult for and brand image can be signi?cantly bolstered. Conversely, selecting an inappropriate celebrity en...
Brand image14 Symbol, icon and index15 Summary16 Chapter 3: Methodology18 Introduction18 Quantitative Research19 Hypothesis Formulation19 Measures Variable26 Dependent Variable27 Consumer overall evaluation of brand extension27 Independent ...
their support and guidance without which this research would not have been possible. Declaration I [type your full first names and surname here], declare that the contents of this thesis represent my own unaided work, and that the thesis ha...
the Study3 CHAPTER 2: LITERATURE REVIEW5 Brand Knowledge5 Brand Image5 Types of Brand Associations6 Brand Personality / Celebrity Endorsement7 Celebrity Credibility9 Celebrity Likeability9 Theories on Effectiveness of Endorsers9 Perceptions...