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C/M/1257. Dissertation. Celebrity Endorsement and Its Effects on Consumer Behavior of UK College Students

WORDS:
11200
DATE:
2009
PRICE:
119.99 GBP

The dissertation investigates the factors behind the consumer behavior of British college students focusing on the effects of advertisements that use celebrities for brand promotion. The review of literature touches on the theory of advertising and product marketing, celebrity endorsement, the drivers of consumer behavior (CB), the features of CB in younger age groups, etc. The study uses qualitative and quantitative methods that include secondary research of related sources, and primary research based on the online questionnaire distributed among more than a hundred students with the aim to establish the level of admiration for the celebrities that endorse different brands. Conclusions are made about the gender-related, age-related and income-related buying response of the students to the products endorsed by their favorite celebrities.

 

KEYWORDS: Dissertation, celebrity endorsement, promotion, advertising, UK students, favorite brands, consumer behaviour,

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advertising dissertation marketing consumer effects children proposal behaviour md tv effective impact uk communication study advertisements role effectiveness theory images media sexual ethical campaign research celebrity advertisement food global issues shock obesity television humour factors alcohol advert review change relationship fast product literature attitudes vs examination mass commercial body critically evaluate endorsement appeal brand creating internet fashion chinese importance persuasion self china brands comparison promoting students international critical extent society impacts anti guilt products campaigns cultural psychological explain consumers online word image adolescents modern design easyjet evaluation mouth approaches adverts identity customers tool game purchase strategies smoking print perspective zara discuss market implications placement ethics contemporary ec sex involvement quot people model commercials companies women creative project competitive heart head italy decisions promotional psychology choice influence communications decision ps original interpretation cadbury flake regulations government materialistic generating tomorrow savvy consumerist reproducing muscle values norms function individuals understanding reflects recent analyse cognitive behavioural globalization dependence undergraduate metrosexual selling compliance related century st gaining environment aging aspect creativity driving drink loss moral profit financial marketers advertiser attempt agency behalf skincare multiple effect methodology methods publicity university affects france mcdonalds cross recession economic matching festival weak film goals outcomes strong trends changes philippines genders idealised female branding business measuring jobsite presentation western adaptation ireland customer booze social age digital stylistic multimodal achieving luxury view cannes provocateur films google believe foreign towards shopping efficiency endorsements banners perfume spears ten eight aged summary link behavior britney semiotic college enemy choosing persona star niagara movie marilyn monroe agent semiotics fc poster couples olympic guinness london logo games run mechanisms tesco universities interview adjudicate personality directed inner smokers creation credit entering makes card tissue toilet concept formation challenges bmw respect combative competitor health india sony coca lovely fair cream cola pepsi compare five appeals pharmaceutical culture demographic gaming pitch psychographic information visual variation love techniques dove exploratory ads localisation standardization contrasting overview asda kodak relation positive negative theories economics industrial imply cause arises explaining prices volkswagen perception life real elm evidence organisations lux comparative relevance likelihood elaboration banned wine message socialist countries drawing integrated russia contrast local exploitation iconography symbols loosing fear changed manipulation means political dissatisfaction topic c statement lives distinguishing informative papers academic persuasive vehicle consumption cinemas ugc benefits tactics promotion portrays tools evolution tobacco roots charities symbolism chysler radio tresemme views movies origins cigarette reminding anxieties raising fund aidtsu motivations aspects monochrome affect celebrities collection childhood increase effectively final reference extend junk account kingdom united requirements considered low judgements attitudinal goal discontent insecurities fears playing ability imagery demand investigation developing cosmetic surgery usage regulated males mars
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