Celebrity endorsement as a tool for enhancing brand awareness, brand image and purchase intention
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| Dokumentumtípus: | Diplomadolgozat |
| Kulcsszavak: | awareness behaviour brand celebrity endorsement image intention purchase |
| Online Access: | http://dolgozattar.uni-bge.hu/52826 |
| Kivonat: | The paper displays what celebrity endorsement, brand awareness and image, and purchase intention are. Celebrity endorsement is a marketing tool that implies using a celebrity to advertise a brand, product, or service. It is ab powerful tool and the author has made an intention to investigate its impact. The sole purpose of the paper is to investigate the relationship between CE and the abovementioned features by conducting research. The research includes a literature review, quantitative data research, and an interview. |
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