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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Högskolan i Halmstad, Akademin för ekonomi, teknik och naturvetenskap
2018
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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 |
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Swedish |
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Others
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Celebrity Endorsement Marketing Activity Meaning of Transfer Brand Theory Brand Personality and Brand Image. Business Administration Företagsekonomi |
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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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1718697794315747328 |