The impacts of celebrity endorsement on consumers behavior

ISBN-13: 9783659913686 / Angielski / Miękka / 2016 / 60 str.

Grigoriy Shlyapinkov

Opis

The research is aimed at identifying whether the celebrity endorsement has an impact on consumers (aged 15-25) purchase behavior. The other intentions of this research are to establish how multiple brand endorsement impacts purchase intentions of consumers, and whether scandals that celebrities are involved in, have an impact on purchase intentions of consumers. The author has undertaken the primary research through survey to collect the data and analyze the results.

O autorze

Grigoriy Shlyapinkov was born in Russia, in Orenburg in 1991. He received the B.A. degree in Business Studies from the Dublin Business College in Ireland in 2013, and the diploma in Project Management in 2015. he is currently working in IT area in Docklands in Dublin.