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Jukka Kimmo Antero Aspa

Master's thesis

Celebrity endorsement in marketing communications

Celebrity endorsement in marketing communications
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.
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 …more
 

Keywords

model ELM reklama využití celebrit v marketingu

Keywords

Elaboration Likelihood Model celebrity selection meaning transfer model celebrity endorsements
 
Language used: English
Date on which the thesis was submitted / produced: 21. 4. 2009
Identifier: http://www.vse.cz/vskp/eid/14868

Thesis defence

  • Date of defence: 25. 9. 2009
  • Supervisor: Miroslav Karlíček
  • Reader: Petr Král

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http://www.vse.cz/vskp/eid/14868

Vysoká škola ekonomická v Praze

Master programme / field:
Ekonomika a management / International Business - Central European Business Realities

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