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...

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Detalhes bibliográficos
Autor principal: Carmo, Filipa de Oliveira Ribeiro Infante do (author)
Formato: masterThesis
Idioma:eng
Publicado em: 2021
Assuntos:
Celebrity endorser
Brand equity
Luxury brands
Figuras públicas
Valor da marca
Marcas de luxo
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
Texto completo:http://hdl.handle.net/10400.14/34955
País:Portugal
Oai:oai:repositorio.ucp.pt:10400.14/34955

Texto Completo

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

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