University of Twente Student Theses
The Musk Effect : Examining the Relationship Between Celebrity CEO and Brand Image in the Automotive Industry
Fischer, Yannik (2024) The Musk Effect : Examining the Relationship Between Celebrity CEO and Brand Image in the Automotive Industry.
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| Abstract: | Celebrity CEOs, such as Elon Musk of Tesla, have considerable influence in today`s corporate environment. This study investigates how consumers` perceptions of corporate brands are affected by this celebrity status. Specifically, it examines how Tesla drivers and non-Tesla drivers perceive the brand differently to shed light on the wider effects of celebrity leadership on brand image. |
| Item Type: | Essay (Bachelor) |
| Faculty: | BMS: Behavioural, Management and Social Sciences |
| Subject: | 05 communication studies |
| Programme: | Communication Studies BSc (56615) |
| Link to this item: | https://purl.utwente.nl/essays/100531 |
| Export this item as: | BibTeX EndNote HTML Citation Reference Manager |
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