Browse our collection of papers in
Virgin Group

C/M/1041. Dissertation. Effect of Richard Branson on Virgin Atlantic in Nigeria

WORDS:
14000
DATE:
2009
PRICE:
149.99 GBP

The dissertation investigates consumers' attitudes towards celebrity endorsed Virgin Atlantic (VA) airlines suggesting a hypothesis that purchasing decisions of VA customers in Nigeria are linked to CEO Richard Branson's association with the Virgin brand. The review of literature touches on the history and background of VA, the history of their presence in Nigeria, the theory of brand and branding including celebrity endorsement and 'brand personality', consumers' perception of brand, the features of global brands, etc. The methods of qualitative research are described, a study is conducted using primary data obtained from a questionnaire distributed among air travellers. Conclusions are made about the benefits and risks of celebrity endorsement in brand promotion.

 

KEYWORDS: Dissertation, celebrity endorsement, brand, Virgin Atlantic, VA, Nigeria, CEO, Richard Branson,

DOWNLOAD THIS PAPER DOWNLOAD THE REFERENCE LIST
Other Papers On: Marketing Dissertations
Other Papers On: Virgin Group

CUSTOM WRITING

Can't find what you are looking for? Click here to order a custom written paper

Subject Catalogue

Keywords Tag Cloud

virgin atlantic strategy marketing cost low richard branson airline media british airways strategic hr management comparative study strategies drinks nigeria corporate mix cola leadership uk performance easyjet c matrix brand growth mobile frills dissertation vs ryanair share mintzberg business al market et identified compares minimum select presentation powerpoint africa south schools australia reccomendations hrm framework bcg s mckinsey boston motives benefits expansion acquisitions mergers financing effect coke assumptions underlying critical comprehensive perspectives paradigmatic communication characteristics style stance undertake portrait formulated contrast decision structure examine changed sky financial behaviour consumer power role successful cultures ba contrastive subsidiary blue swot innovation disruptive overcoming broadcasting bt diversification virgins founder communications application porter retail resource human trains leader bskyb plc review entrepreneur vodafone ltd relationships md branded launch relationship stretching
GET OUR GooGLE TOOLBAR BUTTON
Click here
BOOK MARK US
WHAT OTHERS
HAVE SAID
Thank you very much for your services which helped me a lot on my research on the African market. Sun