Celebrity endorsement in marketing communications
| Thesis title: | Celebrity endorsement in marketing communications |
|---|---|
| Author: | Aspa, Jukka Kimmo Antero |
| Thesis type: | Diploma thesis |
| Supervisor: | Karlíček, Miroslav |
| Opponents: | Král, Petr |
| Thesis language: | English |
| Abstract: | This master thesis will discuss elements of using celebrity in marketing communication. Theory will cover basic communication process, Elaboration Likelihood Model, and meaning transfer model but main focus will be in discussing various celebrity selection theories, identifying different risks involved in using celebrities in marketing communication and investigating ways how to utilize celebrities to enhance the communication. Several examples are included to provide connection to real life use of celebrities. |
| Keywords: | Elaboration Likelihood Model; celebrity selection; meaning transfer model; celebrity endorsements |
| Thesis title: | Celebrity endorsement in marketing communications |
|---|---|
| Author: | Aspa, Jukka Kimmo Antero |
| Thesis type: | Diplomová práce |
| Supervisor: | Karlíček, Miroslav |
| Opponents: | Král, Petr |
| Thesis language: | English |
| Abstract: | Diplomová práce analyzuje problematiku využívání celebrit v marketingové komunikaci. Zaměřuje se zejména na teorie výběru celebrit, identifikaci rizik s tím spojených a na využití celebrit v komunikaci. Teorie je doplněna řadou příkladů z praxe. |
| Keywords: | model ELM; reklama; využití celebrit v marketingu |
Information about study
| Study programme: | Ekonomika a management/International Business - Central European Business Realities |
|---|---|
| Type of study programme: | Magisterský studijní program |
| Assigned degree: | Ing. |
| Institutions assigning academic degree: | Vysoká škola ekonomická v Praze |
| Faculty: | Faculty of Business Administration |
| Department: | Department of Marketing |
Information on submission and defense
| Date of assignment: | 21. 4. 2009 |
|---|---|
| Date of submission: | 1. 9. 2009 |
| Date of defense: | 25. 9. 2009 |
| Identifier in the InSIS system: | https://insis.vse.cz/zp/20427/podrobnosti |