Influence of celebrity endorsement on consumer behaviour of youth

This bachelor thesis deals with role of celebrities in advertising, involvement of celebrities in marketing communication and influence of celebrity endorsement on consumer behaviour. The aim of this thesis is to investigate the influence of the celebrity endorsement in advertising campaign on decisions of consumers, primarily at age from 19 to 26. Literature based theoretical part describes the term consumer, reference group, its types and an endorsement of celebrities in marketing. The practical part deals with content analysis of three different magazines, where is examined advertising using reference groups. Practical part is also focused on a survey that examines how celebrities influence behaviour of young people and how are celebrities in advertising perceived. In conclusion are compared results of content analysis and online survey, mentioned recommendation of celebrity endorsement for marketing orientation and summarised whole bachelor thesis