The impact of using celebrity endorsers on the brand equity of luxury companies

Drawing from the brand equity model of Aaker, the aim of this dissertation is to understand how the use of celebrity endorsers as a communication strategy affects luxury brands’ equity. I used a qualitative approach and conducted 39 in-depth interviews with participants from generation Y. The findin...

Full description

Bibliographic Details
Main Author: Carmo, Filipa de Oliveira Ribeiro Infante do (author)
Format: masterThesis
Language:eng
Published: 2021
Subjects:
Celebrity endorser
Brand equity
Luxury brands
Figuras públicas
Valor da marca
Marcas de luxo
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
Online Access:http://hdl.handle.net/10400.14/34955
Country:Portugal
Oai:oai:repositorio.ucp.pt:10400.14/34955

Internet

http://hdl.handle.net/10400.14/34955

Similar Items