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Consumer Behaviour

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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