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C/M/2444. Dissertation. An examination of celebrity endorsement in the fashion industry

WORDS:
10200
DATE:
2011
PRICE:
109.99 GBP

This dissertation focuses on celebrity endorsement in the fashion industry, and the study concentrates on handbags. The study aims to understand the influence of celebrity endorsement on the perception and attitude of customers towards fashion products, to find out the impact of celebrity endorsement on the buying behaviour of customers towards fashion clothing products, to discover the factors that influence the buying intention of female customers for handbags, and to implement and develop marketing strategies for fashion companies to have grab interest and buying attention of female customers. The review of literature examines a range of topics, and begins by defining celebrity endorsement. The rest of the review examines celebrity endorsement in reference to consumer behavior, and the disadvantages of celebrity endorsement are outlined. The research methodology is assessed and the research approach, design, and data collection methods. The study then identifies the findings and follows with an analysis.

 

KEYWORDS: Dissertation, celebrity endorsement, fashion industry, handbags, buying behavior!,

 
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