Celebrity endorsements and their influence on purchase intentions of fast-moving consumer goods: a study to analyse the influence of celebrities in the fmcg industry / Reetam GHOSH / 2022

Titre : Celebrity endorsements and their influence on purchase intentions of fast-moving consumer goods: a study to analyse the influence of celebrities in the fmcg industry Type de document : Mémoire Auteurs : Reetam GHOSH, Auteur Année de publication : 2022 Importance : 30 p. Note générale : Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec votre compte Office 365 via le bouton CONNEXION en haut de la page. Langues : Anglais (eng) Mots-clés : Management COMMUNICATION PAR L'IMAGE ; IMAGE ; IMAGE DE MARQUE ; INDUSTRIE DU LUXE SECTEUR ; INFLUENCEUR Résumé : The objectives are to identify how celebrity endorsements are related to brand warmth and how congruence with a brand can make a difference, also to understand if the same is responsible for an increase in purchase intentions. The method is qualitative; responses were recorded from candidates across different nationalities and varying means of livelihood. After analysing the answers of the interviews, the author tried to demonstrate how celebrities play a role in creating brand warmth and competence. It is going to depend on how much the celebrity is liked by the interviewee, it is going to be instrumental in understanding if he/she finds the brand to be competent and worth buying. A number of researchers have studied the influence of celebrity endorsement on purchase decisions, but only few papers are based on factors like brand warmth and competence. This paper could be useful for entrepreneurs who are trying to create a new brand and expand globally. In order to familiarise their product(s), they might consider collaborating with celebrities. Programme : MSc Wine & Gastronomy Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=564591