Global ETD Search
Search theses and dissertations gathered from participating repositories worldwide. Every result links back to the library that holds it. No account is needed.
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Showing 1 to 6 of 6 for “"Celebrity Endorser"”.
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Analisis faktor-faktor pembentukan brand awareness: periklanan: Studi kasus produk Top Coffee di Universitas Islam Negeri Maulana Malik Ibrahim Malang
… digunakan adalah pesan iklan, tagline iklan, celebrity endorser iklan, media iklan, efektifitas iklan, persepsi iklan, brand identity design, iklan televisi dan frekuensi penayangan iklan. Hasil penelitian ini menunjukkan bahwa, hasil rotasi dengan metode analisis faktor responden disimpulkan …
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Negative Celebrity Endorsement Publicity and Stock Returns: The Importance of Proactive Firm Reactions
… time commercials in the United States feature celebrity endorsers. Previous research has identified numerous benefits of this powerful marketing strategy. Unfortunately, celebrities have been increasingly involved in negative publicity in the recent past. Using event study methodology, I …
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Friend-Zone With Benefits: The Parasocial Advertising of Kim Kardashian
… the type of communication that occurs between celebrity endorsers and audiences within social media. Kim Kardashian is used as the most current and successful celebrity endorser. A content analysis, including posts and responses from April and May 2011, is used to analyze the type of …
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Social Media and the Mediating Role of Perceived Authenticity in Covert Celebrity Endorsement: Influencing Factors
… thesis analyses the factors that influence the celebrity endorser’s perceived authenticity and its impact on the promoted brand in covert social media marketing. To examine consumer behaviour, the Persuasion Knowledge Model and Attribution Theory were integrated, and a theoretical framework was …
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Fashion Meets Twitter: Does the Source Matter? Perceived Message Credibility, Interactivity and Purchase Intention
… with varying message sources (the brand itself, celebrity endorser, friend/acquaintance). Online interactivity and purchase intention of potential customers were also assessed to examine if a particular message source and its credibility increase the likelihood of online engagement with the …
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A Content and Visual Analysis of Promotional Pieces Used to Promote the Arkansas Soybean Promotion Board
… to determine overall campaign success. A local celebrity endorser, P. Allen Smith, was utilized to establish credibility in the general public target audience. Many participants also felt the promotional piece was not targeted to their audience and felt the key message was unclear and message …