This research project examined the impact that celebrity endorsement has on brand equity. Marketers make decisions daily on where to spend their budgets in an effort to build brand equity and insights into how to achieve the best return on investment are important. The Aaker Brand Equity model was used as a basis for this study. The celebrity endorsement was separated into two distinct forms of endorsement - that of the traditional celebrity and that of the social media influencer. The audience of the celebrity was also considered and measured. The research findings validated the concept that a celebrity endorsement will impact on brand equity. The type of celebrity endorsement was found to be important, but the audience generational make u...
Celebrity endorsement is a common advertising method in Singapore whereby all kinds of products are ...
Influence plays a important role in the field of advertising by changing the perception attitude of ...
Given the rise of social media and the growing importance of influencers on consumer behavior, gaini...
Purpose The purpose of this study is to outline a conceptual framework that can be used to organise...
Purpose - The purpose of this paper is to examine the impact of celebrity endorser credibility on co...
Purpose: This research aims to examine the impact of celebrity credibility on consumer-based equity ...
Currently most of the marketers use celebrity endorsement as an effective promotional tool, where ce...
Drawing from the brand equity model of Aaker, the aim of this dissertation is to understand how the...
In this study, we adopted and applied Aaker’s Brand Equity Model [Aaker, 1991] to develop a measure ...
Celebrity endorsement is considered to be a very effective way in which the organization can raise i...
Celebrities are the personalities that are well known in public either because of their credibility ...
Abstract- Advertisement by involvement of celebrities becomes an essence in modern competitive marke...
Having a celebrity endorse a product has in previous research been shown to increase both sales and ...
From past 20 years or so the trend of using a celebrity to endorse a brand has become popular. The p...
Brands ofen use celebrities to get impact. Celebrity endorsement has become a marketing communicatio...
Celebrity endorsement is a common advertising method in Singapore whereby all kinds of products are ...
Influence plays a important role in the field of advertising by changing the perception attitude of ...
Given the rise of social media and the growing importance of influencers on consumer behavior, gaini...
Purpose The purpose of this study is to outline a conceptual framework that can be used to organise...
Purpose - The purpose of this paper is to examine the impact of celebrity endorser credibility on co...
Purpose: This research aims to examine the impact of celebrity credibility on consumer-based equity ...
Currently most of the marketers use celebrity endorsement as an effective promotional tool, where ce...
Drawing from the brand equity model of Aaker, the aim of this dissertation is to understand how the...
In this study, we adopted and applied Aaker’s Brand Equity Model [Aaker, 1991] to develop a measure ...
Celebrity endorsement is considered to be a very effective way in which the organization can raise i...
Celebrities are the personalities that are well known in public either because of their credibility ...
Abstract- Advertisement by involvement of celebrities becomes an essence in modern competitive marke...
Having a celebrity endorse a product has in previous research been shown to increase both sales and ...
From past 20 years or so the trend of using a celebrity to endorse a brand has become popular. The p...
Brands ofen use celebrities to get impact. Celebrity endorsement has become a marketing communicatio...
Celebrity endorsement is a common advertising method in Singapore whereby all kinds of products are ...
Influence plays a important role in the field of advertising by changing the perception attitude of ...
Given the rise of social media and the growing importance of influencers on consumer behavior, gaini...