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The effect of UNICEF’s brand ambassadors on awareness, attitudes and donation intentions towards UNICEF as a brand among Generation Y

Hansen, Mette (2015) The effect of UNICEF’s brand ambassadors on awareness, attitudes and donation intentions towards UNICEF as a brand among Generation Y. Masters thesis, Dublin, National College of Ireland.

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Abstract

The aim of this dissertation is to investigate how UNICEF’s brand ambassadors affect awareness, attitudes and donation intentions towards UNICEF as a brand among Generation Y. In order to answer this overall research question a number of research objectives have been developed focusing on: the awareness and perception related to the use of brand ambassadors, the effect of the brand ambassadors related to the perceived credibility and attractiveness of the brand ambassadors, the effect of the brand ambassadors related to the perceived transfer of meanings and the match-up between the celebrity and UNICEF as a brand, along with a focus on the perceived effectiveness of brand ambassador appeals compared to traditional non-endorsed charity appeals. Each of these objectives is rooted in a thorough review of existing literature and findings within the research area which presents a significant lack of qualitative research and inconclusive findings related to the importance of determining elements behind the effectiveness of celebrity endorsement as a branding strategy in the non-profit sector.

The research has been conducted through a qualitative method of semi-structured interviews with respondents belonging to Generation Y. The findings of the research provide new qualitative insight into the effect of brand ambassadors that contributes to and elaborate on existing findings. The research confirms the importance of celebrity credibility and attractiveness along with the importance of meanings transferred and the match-match between the celebrity and the non-profit brand. However, the factors determining for the individual perception of these elements provide new insights into why these elements are important and what makes the endorsement positively perceived and successful in the mind of Generation Y allowing professionals to optimise the use of this strategy.

Item Type: Thesis (Masters)
Subjects: H Social Sciences > HF Commerce > Marketing > Branding
H Social Sciences > HV Social pathology. Social and public welfare > Charity Organisations
Divisions: School of Business > Master of Science in Marketing
Depositing User: CAOIMHE NI MHAICIN
Date Deposited: 13 Oct 2015 13:31
Last Modified: 13 Oct 2015 13:31
URI: http://trap.ncirl.ie/id/eprint/2069

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