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Titre : |
The impact of celebrity endorsement on consumer’s purchase intention of perfumes. |
Type de document : |
Mémoire |
Auteurs : |
Oumaima DALOUSSI, Auteur |
Année de publication : |
2020 |
Importance : |
28 p. |
Note générale : |
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Langues : |
Anglais (eng) |
Mots-clés : |
Management PUBLICITE GRAND PUBLIC ; COSMETIQUE ET PARFUMERIE SECTEUR ; CONSOMMATEUR
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Résumé : |
Thinking about the concept of celebrity endorsement, the first thing that comes to mind is advertising; a famous marketing strategy used by companies in order to promote their new products, attract consumer’s attention and create an association between the brand and the target audience.
Celebrity endorsement is currently used in many industries and one of the sectors that frequently uses this concept is the fragrance industry; for each new perfume, companies launch an advertising campaign using a well-known celebrity. For this reason and also for the lack of studies on this sector, this paper aimed to analyze if celebrity endorsement has an impact on consumer’s purchase intention of perfumes and if so, which celebrity’s attributes generate a positive influence. Thanks to the survey results, it has been showed that the majority of respondents think that the fit between celebrities and perfume brands is excellent and that it is the only factor that influences positively their purchase intention. Another factor, which also mainly influences consumer’s purchase intention is the smell of the fragrance.
Finally, as the current literature review has some weaknesses, this paper had also secondary purposes such as analyzing the impact of celebrity endorsement on consumer’s attention and knowing more about the perception of respondents towards celebrity endorser, celebrity endorsement and attractiveness concepts.
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Programme : |
PGE-Rouen |
Spécialisation : |
Digital Marketing |
Permalink : |
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