P/M/814. Dissertation. Effects of celebrity endorsement in advertising on consumer behaviour

The dissertation investigates consumers’ perceptions of celebrity endorsements used in advertising and their effects on buying behaviour. The study uses direct research methods based on primary data collection (through questionnaires) and secondary research of online and printed sources. A literature review covers the theories of brand perception, celebrity culture, advertising effectiveness, brands’ internalisation, image identification, decision making, celebrity endorsement in sport, perceptions of self-image, models of celebrity selection, etc. Conclusions are made about the effect of celebrity endorsements on purchasing behaviour.