Zapojení celebrit jako marketingový nástroj produktů kosmetiky a parfémů

This bachelor‘s thesis deals with involvement of celebrities in the marketing communication of brands, especially cosmetics and perfume brands. The aim of the thesis is to evaluate the impact of celebrities on the buying behaviour of Czech customers and their attitudes towards this form of promotion. The first part of this thesis describes consumer buying behaviour, reference groups and celebrity marketing, where the concept of celebrities is defined. It further outlines the criteria for a suitable choice, benefits and risks that may occur with this marketing tool. At the end of theoretical part, attention is focused on the field of cosmetics and perfumes. In the second part of the thesis, based on MML – TGI data, the attitudes of Czech consumers towards involvement of celebrities are described. Subsequently, own research is carried out in the form of a questionnaire survey, which deepens the data that have been already found. The conclusion of the entire thesis provides recommendations for the use of celebrities and summarizes the findings.