Celebrity Endorsement: Hidden factors to success

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 as endorsers is seen from mainly positive aspects.

Purpose: The purpose of this thesis is to study which factors consumers find important for a company to consider when a celebrity gets negative publicity, to maintain successful brand recognition. Literature review: The use of previous studies within the field of celebrity endorsement clarifies many important aspects when it comes to celebrity endorsement and this chapter is elaborated from 4 different perspectives; Company, Celebrity, Brand and Consumer. Based on previous studies, the authors identified 6 crucial attributes when using celebrities as endorsers…..


1 Introduction
1.1 The emergence of celebrity endorsement
1.2 The two-sided effect of celebrity endorsement
1.3 Limitations
1.4 Purpose
1.5 Research questions
1.6 Outline of this study
2 Literature review
2.1 Introduction
2.2 Celebrity endorsement strategy
2.3 Company
2.3.1 Choose and use celebrities as endorsers
2.4 Celebrity
2.4.1 Source credibility
2.4.2 Source attractiveness
2.4.3 Source Power
2.5 Brand
2.5.1 Brand equity
2.5.2 Meaning transfer
2.5.3 Multiple brand endorsement
2.6 Consumer
2.6.1 Consumer behaviour and negative publicity
2.7 Chapter summary
2.7.1 Hypotheses
3 Methodology
3.1 Introduction
3.2 Sampling
3.3 Conjoint Analysis
3.3.1 Attributes and attribute level
3.3.2 Different approaches of conjoint analysis
3.3.3 Experimental design
3.3.4 Pilot study
3.3.5 Data collection
3.3.6 The survey
3.4 Statistics
4 Analysis and results
4.1 Introduction
4.2 Research question 1
4.2.1 Testing the hypothesis
4.2.2 Results research question 1
4.3 Research question 2
4.3.1 Case 1
4.3.2 Case 2
4.3.3 Testing the hypothesis
4.3.4 Results research question 2
4.4 Research question 3
4.4.1 Perceived importance of attributes
4.4.2 Results research question 3
4.5 Chapter summary
5 Conclusions and discussion
5.1 Introduction
5.2 Research questions
5.3 Discussion
5.4 Final words from the authors
5.5 Prospects for future researches
6 Critique of this research process

Author: Saouma, Joulyana,Chabo, Dimed

Source: Jönköping University

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