Full Text Available
Note: Clicking the button above will open the full text document at the original institutional repository in a new window.
The real impact celebrity endorsements make on brand equity
Mini Dissertation (MBA)--University of Pretoria, 2021.
Saved in:
| Other Authors: | |
|---|---|
| Format: | Thesis |
| Language: | English |
| Published: |
University of Pretoria
2022
|
| Subjects: | |
| Tags: |
No Tags, Be the first to tag this record!
|
| _version_ | 1867613696719585280 |
|---|---|
| access_status_str | Open Access |
| author2 | Stanek, Lanya |
| author_browse | Stanek, Lanya |
| author_facet | Stanek, Lanya |
| collection | Thesis |
| dc_rights_str_mv | © 2020 University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of the University of Pretoria. |
| description | Mini Dissertation (MBA)--University of Pretoria, 2021. |
| format | Thesis |
| id | oai:repository.up.ac.za:2263/85433 |
| institution | University of Pretoria (South Africa) |
| language | English |
| last_indexed | 2026-06-10T12:40:15.382Z |
| license_str | Other — see source repository |
| provenance_str_mv | Harvested via OAI-PMH from UPSpace — University of Pretoria Institutional Repository |
| publishDate | 2022 |
| publishDateRange | 2022 |
| publishDateSort | 2022 |
| publisher | University of Pretoria |
| publisherStr | University of Pretoria |
| record_format | dspace |
| source_str | UPSpace — University of Pretoria Institutional Repository |
| spelling | oai:repository.up.ac.za:2263/85433 The real impact celebrity endorsements make on brand equity Stanek, Lanya Swart, Brenda Jacqui UCTD Mini Dissertation (MBA)--University of Pretoria, 2021. This research project examined the impact that celebrity endorsement has on brand equity. Marketers make decisions daily on where to spend their budgets in an effort to build brand equity and insights into how to achieve the best return on investment are important. The Aaker Brand Equity model was used as a basis for this study. The celebrity endorsement was separated into two distinct forms of endorsement - that of the traditional celebrity and that of the social media influencer. The audience of the celebrity was also considered and measured. The research findings validated the concept that a celebrity endorsement will impact on brand equity. The type of celebrity endorsement was found to be important, but the audience generational make up was found to be less important. The implications of this research are a contribution to the academic knowledge of this field of study as well as some practical ideas for marketers to consider. zl22 Gordon Institute of Business Science (GIBS) MBA Unrestricted 2022-05-17T11:21:14Z 2022-05-17T11:21:14Z 2022/04/07 2021 Mini Dissertation * https://repository.up.ac.za/handle/2263/85433 en © 2020 University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of the University of Pretoria. application/pdf University of Pretoria |
| spellingShingle | UCTD The real impact celebrity endorsements make on brand equity |
| title | The real impact celebrity endorsements make on brand equity |
| title_full | The real impact celebrity endorsements make on brand equity |
| title_fullStr | The real impact celebrity endorsements make on brand equity |
| title_full_unstemmed | The real impact celebrity endorsements make on brand equity |
| title_short | The real impact celebrity endorsements make on brand equity |
| title_sort | real impact celebrity endorsements make on brand equity |
| topic | UCTD |
| url | https://repository.up.ac.za/handle/2263/85433 |