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Other Papers on :Marketing Dissertations

Other Papers on :Branding

S/M/318. Dissertation. Using Celebrity Endorsers as Sources of Brand Communication

(2007, 11 000 words)

The dissertation investigates the effects of celebrity endorsement (CE) on consumers' buying behaviour. The review of literature touches on the theory of advertising, the theory of brand, the brand-consumer-celebrity relationship, etc. Research methods include secondary research and primary research conducted on the basis of the data obtained via questionnaires. Conclusions are made about CE effectiveness in making purchase decisions.



 
   
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