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 …more
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 …more
 
 
Language used: English
Date on which the thesis was submitted / produced: 18. 12. 2018

Thesis defence

  • Date of defence: 12. 6. 2019
  • Supervisor: Martin Machek
  • Reader: Jan Los

Citation record

Full text of thesis

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Other ways of accessing the text
Institution archiving the thesis and making it accessible: Vysoká škola ekonomická v Praze
http://www.vse.cz/vskp/eid/77517

Vysoká škola ekonomická v Praze

Master programme / field:
Ekonomika a management / International Management

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