Celebrity Endorsement

by Strunck, Michael
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Strunck, Michael Celebrity Endorsement
Strunck, Michael - Celebrity Endorsement

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Description

This research study examines the effect of celebrity endorsement on attitudes towards the advertisement, the product, purchase intentions and recommendation likelihood. In order to test it, two different endorsers have been chosen for this study, namely a well-known celebrity expert and a fictitious non- celebrity expert. The aim is to identify which characteristics are important for an effective brand endorsement. Additionally, differences between endorser types are examined. The sample used for this study contains mainly students from the Netherlands, Germany and Ecuador. Furthermore, high involvement products are used to test the impact of brand endorsement, namely two types of automobiles (luxury model versus standard model). The results of the research validate the existing models about endorser characteristics (Source Attractiveness Model, Source Credibility Model and Match-Up Hypothesis) and identify which of these elements function as key factors for successful endorsements.

Contributors

Author:
Strunck, Michael

Further information

Biography Artist:
Michael Strunck was born in Quito, Ecuador. He studied "International Business" at Maastricht University, from which he graduated with a Master's Degree with a focus on "Strategic Marketing". During this year, Michael Strunck researched Celebrity Endorsement theories.
Language:
English
Number of Pages:
88
Media Type:
Softcover
Publisher:
LAP Lambert Academic Publishing

Master Data

Product Type:
Paperback book
Package Dimensions:
0.214 x 0.148 x 0.014 m; 0.159 kg
GTIN:
09783844301175
DUIN:
VVV4V3EE80U
$65.99
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