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A quantitative study of the effect of celebrity endorsers on consumer purchase intent

Mangan, James (2013) A quantitative study of the effect of celebrity endorsers on consumer purchase intent. Masters thesis, Dublin, National College of Ireland.

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Abstract

This study attempts to gain a better understanding of the effectiveness of celebrity endorsers on consumer purchase intent within an Irish context. As has been explained above the use of celebrities endorsing products has steadily been increasing in western society. The research’s primary aim is to find out if the presence of an endorser is likely to alter the purchase intent of respondents. There is a dearth of research on this topic within an Irish context. Whether or not there is any gender differential is also examined as Klaus and Bailey (2009) contend that endorsers generate a greater response amongst women as opposed to men. The effectiveness of endorsers to influence is dependent on the cognitive ability of the respondent (McCutcheon et al 2012). This is examined in this research by comparing respondent’s motivation levels against their level of educational attainment. Finally this research seeks to establish whether the negative behaviour of an endorser will
affect the purchase intent of respondents.

Item Type: Thesis (Masters)
Subjects: H Social Sciences > HF Commerce > Marketing > Consumer Behaviour
H Social Sciences > HF Commerce > Marketing > Advertising > Endorsements in advertising
Divisions: School of Business > Master of Science in Marketing
Depositing User: CAOIMHE NI MHAICIN
Date Deposited: 22 Nov 2013 16:06
Last Modified: 22 Nov 2013 16:06
URI: http://trap.ncirl.ie/id/eprint/864

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