Borde Zlatan ryta till? : En experimentell kvantitativ studie om marknadsaktiviteters påverkan på en Celebrity Endorsers uppfattade varumärkespersonlighet

Problem Formulation: Is the consumers perceived brand personality of a celebrity endorser affected by a marketing activity and its transferred personality? Purpose: The purpose of this study is to explain the correlation and relation between the perceived brand personality of a celebrity endorser an...

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Main Authors: Kype, Benjamin, Genberg, Leo
Format: Others
Language:Swedish
Published: Högskolan i Halmstad, Akademin för ekonomi, teknik och naturvetenskap 2018
Subjects:
Online Access:http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-37175
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spelling ndltd-UPSALLA1-oai-DiVA.org-hh-371752018-06-20T05:56:29ZBorde Zlatan ryta till? : En experimentell kvantitativ studie om marknadsaktiviteters påverkan på en Celebrity Endorsers uppfattade varumärkespersonlighetsweKype, BenjaminGenberg, LeoHögskolan i Halmstad, Akademin för ekonomi, teknik och naturvetenskapHögskolan i Halmstad, Akademin för ekonomi, teknik och naturvetenskap2018Celebrity EndorsementMarketing ActivityMeaning of TransferBrand TheoryBrand Personality and Brand Image.Business AdministrationFöretagsekonomiProblem Formulation: Is the consumers perceived brand personality of a celebrity endorser affected by a marketing activity and its transferred personality? Purpose: The purpose of this study is to explain the correlation and relation between the perceived brand personality of a celebrity endorser and a marketing activity he or she partakes in. Theoretical Framework: The frame of reference consists of existing theories regarding brand personality, celebrity endorsement, the Meaning of Transfer Model and Marketing Activities. Method: This study has chosen a deductive quantitative experimental research design. The collected primary data is consisting of 159 respondents divided into three groups who answered an group specific online survey which was distributed through private social media channels. Empirical Findings: The results in this study comprehends of 159 respondents attitude of a celebrity endorser, which has been analysed through statistical methods. Conclusion: The study’s results point out that there is no significant change on a celebrity endorsers perceived brand personality affected by the effect of a marketing activity, which can be statistically proven. The results showed a slight variance, however these are most likely a result of random. Student thesisinfo:eu-repo/semantics/bachelorThesistexthttp://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-37175application/pdfinfo:eu-repo/semantics/openAccess
collection NDLTD
language Swedish
format Others
sources NDLTD
topic Celebrity Endorsement
Marketing Activity
Meaning of Transfer
Brand Theory
Brand Personality and Brand Image.
Business Administration
Företagsekonomi
spellingShingle Celebrity Endorsement
Marketing Activity
Meaning of Transfer
Brand Theory
Brand Personality and Brand Image.
Business Administration
Företagsekonomi
Kype, Benjamin
Genberg, Leo
Borde Zlatan ryta till? : En experimentell kvantitativ studie om marknadsaktiviteters påverkan på en Celebrity Endorsers uppfattade varumärkespersonlighet
description Problem Formulation: Is the consumers perceived brand personality of a celebrity endorser affected by a marketing activity and its transferred personality? Purpose: The purpose of this study is to explain the correlation and relation between the perceived brand personality of a celebrity endorser and a marketing activity he or she partakes in. Theoretical Framework: The frame of reference consists of existing theories regarding brand personality, celebrity endorsement, the Meaning of Transfer Model and Marketing Activities. Method: This study has chosen a deductive quantitative experimental research design. The collected primary data is consisting of 159 respondents divided into three groups who answered an group specific online survey which was distributed through private social media channels. Empirical Findings: The results in this study comprehends of 159 respondents attitude of a celebrity endorser, which has been analysed through statistical methods. Conclusion: The study’s results point out that there is no significant change on a celebrity endorsers perceived brand personality affected by the effect of a marketing activity, which can be statistically proven. The results showed a slight variance, however these are most likely a result of random.
author Kype, Benjamin
Genberg, Leo
author_facet Kype, Benjamin
Genberg, Leo
author_sort Kype, Benjamin
title Borde Zlatan ryta till? : En experimentell kvantitativ studie om marknadsaktiviteters påverkan på en Celebrity Endorsers uppfattade varumärkespersonlighet
title_short Borde Zlatan ryta till? : En experimentell kvantitativ studie om marknadsaktiviteters påverkan på en Celebrity Endorsers uppfattade varumärkespersonlighet
title_full Borde Zlatan ryta till? : En experimentell kvantitativ studie om marknadsaktiviteters påverkan på en Celebrity Endorsers uppfattade varumärkespersonlighet
title_fullStr Borde Zlatan ryta till? : En experimentell kvantitativ studie om marknadsaktiviteters påverkan på en Celebrity Endorsers uppfattade varumärkespersonlighet
title_full_unstemmed Borde Zlatan ryta till? : En experimentell kvantitativ studie om marknadsaktiviteters påverkan på en Celebrity Endorsers uppfattade varumärkespersonlighet
title_sort borde zlatan ryta till? : en experimentell kvantitativ studie om marknadsaktiviteters påverkan på en celebrity endorsers uppfattade varumärkespersonlighet
publisher Högskolan i Halmstad, Akademin för ekonomi, teknik och naturvetenskap
publishDate 2018
url http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-37175
work_keys_str_mv AT kypebenjamin bordezlatanrytatillenexperimentellkvantitativstudieommarknadsaktiviteterspaverkanpaencelebrityendorsersuppfattadevarumarkespersonlighet
AT genbergleo bordezlatanrytatillenexperimentellkvantitativstudieommarknadsaktiviteterspaverkanpaencelebrityendorsersuppfattadevarumarkespersonlighet
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