University of Twente Student Theses


Multiple endorsement in the beauty industry : how does the brain connect two consecutive illustrations?

Matei, I.M. (2015) Multiple endorsement in the beauty industry : how does the brain connect two consecutive illustrations?

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Abstract:In a world where advertising surrounds every trivial activity, the power of persuasion is controlling each marketing choice. Therefore, the marketers have to permanently develop and implement new strategies, in order to make their products more visible. Numerous studies have discussed the reasoning behind the pairing up of a celebrity with a certain brand and the criteria used when choosing the right celebrity for the right brand image. However, no data have been collected on the usage of multiple endorsements by highlighting the image transfer that occurs between the endorsers. The current research used a 2 (First celebrity: low/high match with the brand) x 2 (Second celebrity: low/high match with the first celebrity) x2 (Need for consistency: low/high) design. The respondents were questioned on the way they perceive the brand, the endorsers and ultimately, about their intention of purchasing the product. Moreover, the level of need for consistency acted as a moderator in this research, in order to observe whether the responses where guided by this requirement. The findings of this study offer practical guidelines for marketers and companies to improve their celebrity endorsement approach. The outcome showed that there has to be a match between the first endorser and the following one, but that the second one can have, in certain circumstances, the power to influence the individuals’ perception on its own. It has been discovered that the association between the endorsers can and will determine a certain reaction in the way the individuals might perceive a certain brand. Need for consistency was proven to have an important role in the way the individuals perceive a certain brand, based on their beliefs, attitudes and personal values.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
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