How the Influencer/Celebrity Brand Endorsement and the Identity of the Endorser Influence the Customer Engagement. – Mohamed Amine Najid
Mohamed Amine Najid
Master's thesis
How the Influencer/Celebrity Brand Endorsement and the Identity of the Endorser Influence the Customer Engagement.
How the Influencer/celebrity brand endorsement and the identity of the endorser influence the customer engagement.
Abstract:
The aim of the present study is to investigate the influence of both the advertising medium and the identity of the endorser on the customer engagement of the female Millennials in the Czech market. In order to serve this purpose, the cosmetics industry was selected. Besides, the research, consisting of a four-scenario experimental design, puts in contrast the influence of traditional and digital channels …moreAbstract:
The aim of the present study is to investigate the influence of both the advertising medium and the identity of the endorser on the customer engagement of the female Millennials in the Czech market. In order to serve this purpose, the cosmetics industry was selected. Besides, the research, consisting of a four-scenario experimental design, puts in contrast the influence of traditional and digital channels …more
Language used: English
Date on which the thesis was submitted / produced: 18. 12. 2018
Identifier:
http://www.vse.cz/vskp/eid/77517
Thesis defence
- Date of defence: 12. 6. 2019
- Supervisor: Martin Machek
- Reader: Jan Los
Citation record
ISO 690-compliant citation record:
NAJID, Mohamed Amine. \textit{How the Influencer/Celebrity Brand Endorsement and the Identity of the Endorser Influence the Customer Engagement.}. Online. Master's thesis. Praha: University of Economics, Prague. 2018. Available from: https://theses.cz/id/u9t62u/.
Full text of thesis
Contents of on-line thesis archive
Published in Theses:- autentizovaným zaměstnancům ze stejné školy/fakulty
Other ways of accessing the text
Institution archiving the thesis and making it accessible: Vysoká škola ekonomická v Prazehttp://www.vse.cz/vskp/eid/77517
Vysoká škola ekonomická v Praze
Master programme / field:
Ekonomika a management / International Management
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